# How to Ask Someone to Invest in Your CPG Brand, with Fave's Ryan Raish

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-10-10
- Length: 38m
- Episode: 383
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-10-how-to-ask-someone-to-invest-in-your-cpg-brand-with-faves-ryan-raish
- Listen: https://share.transistor.fm/s/2f62fc53

## Summary

Ryan Raish, founder of Fave, details his journey from a 20-year CPG career at brands like Popchips and Honest Tea to launching a certified organic powdered drink mix. He explains how he self-funded two years of R&D and retailer feedback from Target before securing a pre-seed round led by Keith Belling and the Angel Group. Raish discusses using early sales on Thrive Market, Amazon, and QVC to validate the product and close a $1 million seed round, while highlighting the distinct challenges of pitching retail buyers versus investors.

## Outline

1. Introduction: Ryan Raish and Fave's Origin Story
2. Ryan's 20-Year CPG Career: Guayaki, Honest Tea, and Popchips
3. The Grocery Store Epiphany and Two Years of Self-Funded R&D
4. Securing Keith Belling and the Angel Group Pre-Seed Round
5. Retailer Validation: Target, Thrive Market, QVC, and Sprouts
6. Closing the $1 Million Seed Round and Lean Team Structure
7. Comparing Retailer vs. Investor Conversations and Time Management
8. Advice for Founders: Building Confidence and Valuation

## Topics

- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

early-stage companies

## Mentioned

- Fave (product)
- Guayaki (company)
- Honest Tea (company)
- Popchips (company)
- Super Coffee (company)
- Chloe's Fruit Pops (company)
- Target (company)
- Thrive Market (company)
- QVC (company)
- Sprouts (company)
- Amazon (company)
- Angel Group (company)
- Supernatural Ventures (company)
- Keith Belling (other)
- Kool-Aid (product)
- Country Time (product)
- Tang (product)

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## Citing this page

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