# Founder Fundraising Journey: Craig Dubitsky, Happy Products

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-04-18
- Length: 1h 00m
- Episode: 294
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-04-18-founder-fundraising-journey-craig-dubitsky-happy-products
- Listen: https://share.transistor.fm/s/aa6507bd

## Summary

Craig Dubitsky, Co-Founder and CEO of Happy Products, discusses his journey building brands like eos, hello, and Method, and his current venture, Happy, which partners with NAMI. He explains that Happy is in the 'Happy business' with coffee as the delivery system, and details how NAMI holds equity on the cap table from day zero. Dubitsky shares fundraising strategies, emphasizing the importance of an advisory board, identifying manufacturers, and managing expectations that projects will cost more and take longer than anticipated. He also reflects on the acquisition of hello by Colgate, framing it as an 'entrance' rather than an exit, and highlights the critical role of product-market fit, repeat sales, and cross-channel distribution.

## Outline

1. Introduction: Craig Dubitsky and Happy Products
2. Dubitsky's Career Path: From Derivatives to CPG Icons
3. The Philosophy Behind Happy Products and NAMI Partnership
4. Fundraising Strategy: Stacking the Deck with Advisory Boards
5. Lessons from hello: Packaging Pivots and Colgate Acquisition
6. Capital Advice: Valuation, Dilution, and Long-Term Vision

## Topics

- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Happy Products (company)
- NAMI (other)
- eos (product)
- hello (product)
- Method (company)
- Colgate (company)
- Robert Downey Jr. (other)

## Related episodes from other shows

- [Advice Line with Eric Ryan of Method returns](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-04-23-advice-line-with-eric-ryan-of-method-returns) (How I Built This)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (How I Built This)
- [Advice Line with Eric Ryan of Method](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-26-advice-line-with-eric-ryan-of-method) (How I Built This)
- [Perfect Snacks: Bill and Leigh Keith](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-09-perfect-snacks-bill-and-leigh-keith) (How I Built This)
- [Advice Line with Michael Dubin of Dollar Shave Club](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-10-09-advice-line-with-michael-dubin-of-dollar-shave-club) (How I Built This)

## Citing this page

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