# #249 - Expo Pitch Slam Recap with ChiChi Foods

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-05-19
- Length: 23m
- Episode: 308
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-19-249-expo-pitch-slam-recap-with-chichi-foods
- Listen: https://share.transistor.fm/s/85af5df0

## Summary

Chiara Munzi, co-founder of ChiChi Foods, explains how she and co-founder Izzy launched the world's first chickpea hot cereal after realizing traditional oatmeal caused energy crashes due to high sugar and low protein. They won Startup CPG's Expo West Pitch Slam, beating competitors like Crafty Ramen, by applying to multiple pitch competitions instead of paying for a booth. The win secured a $150,000 prize package from Advantage FDM Sales, which they plan to use for in-store demos to support regional retail launches. Chiara emphasizes that founder-led demos create a unique consumer connection and that applying to every opportunity is crucial for early-stage brands.

## Outline

1. Introduction: ChiChi Foods and the Chickpea Hot Cereal Concept
2. Origin Story: Mushing Chickpeas in a College Dorm
3. Expo West Strategy: Pitching Instead of Buying a Booth
4. The Pitch Slam: Judges, Selection, and the Winning Pitch
5. Handling Judge Questions: The Organic Certification Challenge
6. Using the $150,000 Prize: In-Store Demos and Retail Velocity
7. The Power of Founder-Led Demos and Long-Term Relationships

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- ChiChi Foods (company)
- Advantage FDM Sales (company)
- Sprouts (company)
- Whole Foods (company)
- Hannaford (company)
- UNFI (company)
- Crafty Ramen (company)
- Quaker Oats (company)
- Albertsons Innovation Launchpad (other)
- Kroger Competition (other)
- Expo West (other)

## Related episodes from other shows

- [Magic Spoon & Exo: Gabi Lewis and Greg Sewitz](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz) (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)
- [Happy Family Organics: Shazi Visram (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-07-04-happy-family-organics-shazi-visram-2020) (How I Built This)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)

## Citing this page

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