The Startup CPG Podcast · 15 May 2026 · 30m · Episode 307
Marc Brown, founder of ONOIN, a shelf-stable pre-chopped onion brand, discusses his transition from food science roles at Danone, Clio Snacks, and Hain Celestial to building a consumer brand. He details the strategic naming of ONOIN to communicate product identity on shelf and outlines a critical three-part pricing transparency framework (raw, pack, toll) for co-manufacturer relationships. Brown also shares insights on early-stage distribution, emphasizing the importance of building a velocity story with supportive retailers and understanding ideal in-store placement to drive sales.
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.
Bonobos co-founder Andy Dunn and host Guy Raz advise three early-stage founders: Michele Casentino of Top Banana, Alek Supak of Broda Beverage Company, and Sabrina Nass of House of Biscotti. Dunn critiques Top Banana's DTC pricing and influencer strategy, suggesting wholesale partnerships with brands like Caraway and Paris Hilton. He advises Broda Beverage to leverage its 'better-for-you' ingredients and Polish heritage to create a 'shot culture' in bars, while telling House of Biscotti to abandon DTC e-commerce in favor of competitive wholesale pricing at retailers like Whole Foods and Walmart.
Guy Raz is joined by Daymond John, founder of the streetwear brand FUBU and a judge on Shark Tank, to answer calls from early-stage founders. Cristopher Navarro of Sabor a Mexico seeks advice on expanding his salsa brand from farmers markets to retail without losing margins. Darcy of Raised Nutrition asks whether to pivot his protein bar's messaging away from its jiu-jitsu origins as the customer base shifts to general health enthusiasts. Finally, Seema Sangavi of Cooks Who Feed wants strategies to increase B2B sales for her ethical kitchen linen company.
Peter Rahal, founder of RXBAR, and his co-founder Jared Smith explain how they launched a protein bar company in 2013 by targeting the CrossFit community with a minimal-ingredient product made in a Cuisinart. They bootstrapped the business with $10,000, selling directly to gyms and online, and eventually scaled to $36 million in sales before Kellogg's acquired RXBAR for $600 million in 2017. Rahal details the critical decision to dump $300,000–$400,000 worth of inventory due to shelf-life stability issues with an early co-packer, a move that preserved brand integrity despite causing a temporary stockout.
Susan Griffin-Black and Brad Black, founders of EO Products, explain how a chance encounter with essential oils in London inspired them to build a $50 million natural body care company without venture capital. They detail their scrappy early years, including manufacturing bath salts in a garage and securing a pivotal order from Bloomingdale's that led to the brand name 'EO'. The episode covers their strategic decision to avoid VC funding to protect product integrity, their divorce in 2007, and their unique decision to remain business partners. They also discuss launching the 'everyone' brand to enter mass retail channels like Walgreens and Walmart.
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