# Founder Feature: Sheena Hamby of Mac Squares

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-08-07
- Length: 30m
- Episode: 348
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-07-founder-feature-sheena-hamby-of-mac-squares
- Listen: https://share.transistor.fm/s/b25654ae

## Summary

Sheena Hamby, founder of Mac Squares, explains how she developed her baked mac and cheese squares in a hospital kitchen while her daughter Nova underwent chemotherapy. She details the product's clean ingredients, including block cheddar and fresh milk, and her five-SKU lineup which includes dairy-free and limited-edition flavors. Hamby discusses her journey from a hospital experiment to securing her first retail account, Swamp Rabbit Cafe, through the Startup CPG Denver grocery run, and her strategic D2C pre-order model.

## Outline

1. Introduction: Sheena Hamby and the Origin of Mac Squares
2. Developing the Product in the Hospital Kitchen
3. Ingredients, SKUs, and the Dairy-Free Line
4. D2C Pre-Order Model and Logistics
5. The Denver Grocery Run and Emotional Challenges
6. Frozen Food as Time Travel and Future Plans

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Founder wellbeing](https://hardwarepodcasts.com/topic/founder-wellbeing)

## Most relevant to

early-stage companies

## Mentioned

- Mac Squares (product)
- Swamp Rabbit Cafe (company)
- Fancy Food Show (other)
- Startup CPG (company)
- Sprouts (company)

## Related episodes from other shows

- [354 - Beyond the dieline with the incomparable Jake Karls from Mid-Day Squares](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-07-22-354-beyond-the-dieline-with-the-incomparable-jake-karls-from-mid-day-squares) (People of Packaging)
- [nutpods: Madeline Haydon](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-13-nutpods-madeline-haydon) (How I Built This)
- [Live Episode! Milk Bar: Christina Tosi](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-10-14-live-episode-milk-bar-christina-tosi) (How I Built This)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (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)

## Citing this page

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