# #256 - What Is Grocery Run? with Dan Choi (NA Beverage Co) and Stephanie McGregor (Ringa)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-07-07
- Length: 39m
- Episode: 334
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-07-256-what-is-grocery-run-with-dan-choi-na-beverage-co-and-stephanie-mcgregor-ring
- Listen: https://share.transistor.fm/s/b46aa6d5

## Summary

Dan Choi, founder of NA Beverage Company, and Stephanie McGregor, founder of Ringa, discuss their extensive experience attending Startup CPG Grocery Run events to secure retail distribution. They explain how these regional and retailer-specific events serve as low-barrier alternatives to large trade shows, allowing brands to meet buyers from retailers like Gelson's, Fresh Thyme, UNFI, and Whole Foods. The founders emphasize that success requires strategic selection of events, thorough preparation of samples and sales materials, and a long-term relationship-building approach rather than expecting immediate authorizations. They highlight how showing up in person, even without a sampling table, helps build the momentum and connections necessary to eventually get products onto shelves.

## Outline

1. Introduction: Dan Choi and Stephanie McGregor on Grocery Runs
2. Dan Choi's Experience: Gelson's, Fresh Thyme, and Regional Expansions
3. Stephanie McGregor's Journey: Ringa, Moringa, and Strategic Attendance
4. The Format: Mini Trade Shows, Sampling Tables, and Curation
5. Strategic Planning: Aligning Grocery Runs with Regional Goals
6. Maximizing ROI: Store Visits, Demos, and Triangulation
7. Startup CPG's Role: Community, Events, and Future Plans
8. Advice for Early Brands: Preparation, Patience, and Relationships

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)

## Most relevant to

early-stage companies

## Mentioned

- NA Beverage Company (company)
- Ringa (company)
- Startup CPG (other)
- Gelson's (company)
- Fresh Thyme (company)
- UNFI (company)
- Whole Foods (company)
- Kahi (company)
- Gopuff (company)
- Moringa (material)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)
- [Advice Line with Lara Merriken of LÄRABAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [290 - Taylor Foxman is the master connector for CPG's!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-09-26-290-taylor-foxman-is-the-master-connector-for-cpgs) (People of Packaging)

## Citing this page

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