# How a Five-Minute Startup CPG Roadshow Meeting Turned Into an Oversubscribed Pre-Seed Round

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-10-31
- Length: 39m
- Episode: 395
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-31-how-a-five-minute-startup-cpg-roadshow-meeting-turned-into-an-oversubscribed-pre
- Listen: https://share.transistor.fm/s/ce8b8944

## Summary

Lindsay Leopold, Founder and CEO of Joy Supply, and Brandon Alster, Managing Partner of Sling Ventures, discuss how a five-minute meeting at a Startup CPG Roadshow led to an oversubscribed pre-seed round. Leopold details her culinary background and the development of a crisp oat cookie based on a 1908 family recipe, while Alster explains Sling Ventures' focus on 'food is health' and why Joy Supply's positioning of 'delicious first, healthy second' differentiated it in a stale cookie aisle. They cover the fundraising journey, from initial angel funding to closing with Sling, emphasizing the importance of relationship-building, regular updates, and preparing a robust data room with unit economics and retailer pipelines.

## Outline

1. Introduction: Lindsay Leopold and Brandon Alster backgrounds
2. The Origin Story: From Martha Stewart to Joy Supply's Crisp Oat Cookie
3. The Five-Minute Meeting: How Joy Supply Stood Out at the Roadshow
4. Product Positioning: 'Delicious First, Healthy Second' in a Crowded Aisle
5. Fundraising Journey: Angel Funding, R&D, and Closing the Pre-Seed Round
6. Diligence and Conviction: Retailer Enthusiasm and Early Wins
7. Fundraising Advice: Embracing Rejection and Building a Village
8. Data Room Essentials: P&L, Unit Economics, and Retailer Pipelines
9. Future Outlook: Distribution Wins with Rainforest and Central Market

## Topics

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

## Most relevant to

early-stage companies

## Mentioned

- Joy Supply (company)
- Sling Ventures (company)
- Jesse & Ben's (company)
- Saw's (company)
- Martha Stewart (company)
- Sakara (company)
- Home Chef (company)
- Tate's Bake Shop (company)
- Mondelez (company)
- Central Market (company)
- Rainforest Distribution (company)
- Palm Tree Crew (company)
- Poppy Soda (company)
- Fly by Jing (company)

## Related episodes from other shows

- [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)
- [Happy Family Organics: Shazi Visram (2020)](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-07-04-happy-family-organics-shazi-visram-2020) (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)
- [Live From The HIBT Summit: Stacy Madison of Stacy's Pita Chips](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-03-12-live-from-the-hibt-summit-stacy-madison-of-stacys-pita-chips) (How I Built This)
- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-10-31-how-a-five-minute-startup-cpg-roadshow-meeting-turned-into-an-oversubscribed-pre. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.