The Startup CPG Podcast · 6 Oct 2026 · 40m · Episode 382
Amanda Puck, Vice President of Communications and Brand Development for Roundy's (parent company of Mariano's and Metro Market), explains how the Midwest-focused grocery chain sources and supports local vendors. She details the 'What's Next at Mariano's' vendor search program, emphasizing the necessity of GS1 barcodes, established distributors, and grassroots in-store sampling for success. Puck highlights specific local brands like Ava's Pet Palace, Laos to Your House, and Caruso Provisions as examples of successful partnerships driven by strong storytelling and active marketing.
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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.
Jeni Britton, founder of Jeni's Splendid Ice Creams and her new fiber company Floura, advises three early-stage founders on marketing, fundraising, and PR. Jesse Koenig of Jesse & Ben’s discusses how to market his healthy frozen fries to grocery buyers without relying solely on the 'seed oil' narrative. Casey White of Jaju Pierogi asks how to sustainably grow her dumpling brand to big-box retailers like Costco without losing control to outside venture capital. Callie Zeher of Ube.co seeks guidance on hiring a PR firm for her purple sweet potato pet treats while balancing her full-time science career.
Lara Merriken, founder of LÄRABAR and co-founder of Anther, joins Guy Raz to advise three early-stage founders on scaling, retail strategy, and fundraising. Alison Rep of Joy Breeders seeks advice on maintaining brand authenticity while expanding into larger retail channels, with Lara and Guy suggesting she focus on product stability and specific retail placement rather than abstract brand values. Mariano Questam of Maax Brands struggles to enter major retail buyers' doors with his caffeinated gum, receiving advice to clarify his product's value proposition and target specific user tribes like athletes. Finally, Lauretta Nakocha of Lauretta British Ginger T asks how to fundraise as a solo founder, with suggestions to leverage her storytelling through crowdfunding and direct community asks.
Susan Griffin-Black, co-founder of EO Products, joins host Guy Raz to advise three early-stage founders on scaling their physical product businesses. She helps Dr. Ruchi Gupta of Yobi navigate distribution channels for her probiotic skincare line, advises Peter Andrews of Culture Wine Company on expanding his South African wine brand amidst tariff challenges, and guides Dominic Wyndham Giddens of Cane Dog Coffee on international expansion from Barbados. Griffin-Black emphasizes the importance of local roots, storytelling, and leveraging relationships to build trust and scale effectively.
barre3 co-founder and CEO Sadie Lincoln joins Guy Raz to answer questions from three early-stage founders: Dustin Bowen of Ketchustard, Andrew Pazulo of Pizzy Products, and Randi Pink of Ruffner Treehouse Village. Lincoln advises Bowen on branding a condiment mashup, suggesting playful packaging and storytelling similar to Sir Kensington's. She counsels Pazulo on marketing his premium Ramps game by targeting specific communities like RV parks and pickleball courts, while advising Pink on transitioning from being the sole face of her community space to building a broader organizational identity.
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