The Startup CPG Podcast · 23 Jun 2026 · 36m · Episode 323
Hannah Koch, Supplements Buyer at Kimberton Whole Foods, explains how the mission-driven, family-owned retailer evaluates new supplement brands, emphasizing authentic origin stories and packaging over fleeting trends. She details the industry shift from traditional pills to powders, beverages, and gels, driven by social media influencers and consumer demand for immediate, low-commitment benefits. Koch also discusses the operational realities of retail, including the growing role of platforms like Fair for discovery, the importance of staff education, and her six-month velocity expectations for emerging brands.
established 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.
Jeni Britton Bauer, founder of Jeni's Splendid Ice Creams, discusses the evolution of her Columbus, Ohio-based company from a 2002 farmer's market stall to a national brand with nearly 40 scoop shops and Whole Foods distribution. She explains her decision to shift from a 'wannabe artist' aesthetic to a clean, pharmacist-like look to better communicate the quality of her product, and details her rigorous, relationship-driven sourcing of dairy and fruit. Bauer emphasizes that her success stems from years of 'boots on the ground' learning in ice cream chemistry and math, rejecting early growth in favor of perfecting recipes that exclude egg yolks, stabilizers, and corn syrup.
Jake Karls, co-founder of Mid-Day Squares, explains how the company evolved from hand-making bars in a condo kitchen to building a custom manufacturing facility producing 150,000 squares daily after facing rejection from 26 co-packers. He details the strategic decision to place their refrigerated snacks in the fresh aisle to avoid the 'sea of sameness' in dry nutrition bars and discusses the launch of their viral 'No-Bread PB&J' line, which was developed to mitigate cocoa price surges. Karls emphasizes the importance of radical social media transparency and storytelling to build an emotional connection with consumers, turning early pandemic crises into growth opportunities by going 'on offense.'
Erika Rankin, founder of Brodough, a 100% plant-based edible cookie dough company based in Canada, discusses her journey from quitting a 9-to-5 job to scaling her DTC brand. She details the specific packaging challenges of moving from hand-stuck labels on plastic jars to new containers, highlighting the high MOQs for in-mold labeling and the costs of hand-labeling. Rankin also explains how her initial packaging design accidentally went viral on TikTok because it resembled slime, driving significant organic growth despite the confusion.
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