The Startup CPG Podcast · 26 Apr 2026 · 25m · Episode 298
Daniel Scharff and Caitlin Bricker, a former retail buyer at Startup CPG, announce the launch of Opportunity Knocks, a new platform designed to give emerging CPG brands direct access to retailers like Raley's, The Fresh Market, Hungryroot, and Whole Foods UK without brokers. They explain that the platform will drop biweekly opportunities via the Startup CPG newsletter, allowing brands to submit applications during two-week windows. Bricker and Scharff provide critical advice for success, emphasizing the need for transparent ingredient lists, packaging visuals, and founder stories on brand websites, as well as crafting 'incrementality' stories that demonstrate growth potential to buyers.
early-stage companies
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S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.
Yohan Jacob, Founder and President of RetailBound, explains how emerging hardware brands can secure placement in major retailers like Best Buy and Walmart. He outlines the critical differences between institutional retail and marketplaces, emphasizing that retailers look for unique products, sufficient capitalization, and responsive teams. Jacob details the three key metrics buyers evaluate: revenue/profitability, past sales history, and marketing plans to drive awareness. He also stresses that getting into retail is just the beginning, requiring aggressive post-sale marketing to ensure sell-through and long-term success.
Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.
Yohan Jacob, founder of RetailBound, explains how emerging hardware brands can leverage retail stores for legitimacy and volume, drawing on his 30 years of experience as a buyer for Sears and OfficeMax. He argues that retail is not dead but has evolved into an omni-channel model, offering physical touchpoints and impulse buy opportunities that online sales cannot replicate. Jacob advises startups to start small, perhaps via retail marketplaces like Walmart or Best Buy, to prove sales velocity and supply chain reliability before negotiating broader shelf space. He emphasizes that long-term profitability comes from scaling volume to negotiate lower manufacturing costs, rather than expecting high margins on initial small orders.
Mark Shanahan, a former Vice President at Staples with 25 years of retail buying experience, explains the 'HIT' framework (Homework, In-person, Trust) for pitching products to major retailers. He emphasizes that inventors must demonstrate market viability, bring tangible prototypes, and maintain transparency about their capabilities to build trust with buyers. Shanahan advises entrepreneurs to be concise, respect the buyer's time, and leverage their own innovation to create a competitive advantage in the retail environment.
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