In this episode of the Startup CPG podcast, host Daniel Scharff engages with Nikhil Arora, co-founder of Back to the Roots, an innovative organic gardening company now selling $100M at retail. Nikhil shares the inspiring journey of how he and his co-founder, Alejandro Velez, transformed their initial idea of growing mushrooms from coffee grounds into a successful urban farming business.

Nikhil opens up about the various kinds of advice he has received along his startup journey - the good, the bad, and with an overall focus on the perspective founders should have when hearing or giving advice, acknowledging that companies have very different paths, and what works for one person may not work for another. They delve into the essential qualities of resilience, focus, and adaptability in entrepreneurship, emphasizing that there is no one-size-fits-all approach to building a brand.

Nikhil and Daniel explore the complexities of decision-making in the startup world, referencing Jeff Bezos’ "one-way" and "two-way" doors framework and contrasting it with Steve Jobs’ focus on product innovation. Nikhil opens up about the emotional challenges of entrepreneurship, including the pressures of comparison and the importance of a strong co-founder relationship in sharing the burdens of startup life.

Tune in for a thought-provoking discussion filled with valuable lessons for aspiring entrepreneurs and seasoned business owners alike.

Listen in as they share about:

• Background and Origin of Back to the Roots
• Key Growth Stages
• Challenges
• Networking and Serendipity
• The Nature of Advice
• Finding Value in Experiences
• The Role of Trust and Collaboration
• Susceptibility to Bad Advice
• The Importance of Having a Co-Founder
• Organizational Structure and Financial Insights

Episode Links:

Website: https://backtotheroots.com/
LinkedIn: https://www.linkedin.com/in/aroranikhil/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG podcast, Grace Kennedy chats with Sahithya Wintrich, the founder of Chutni Punch. Inspired by traditional South Indian chutni powders, Sahithya has turned her family's recipes into a unique line of seasonings that can be used in many types of dishes, not just Indian food.

Sahithya shares her journey into the consumer packaged goods (CPG) industry, discussing the challenges she faced with product development, branding, and the importance of listening to customer feedback. She talks about her experiences promoting Chutni Punch at trade shows, building relationships with retailers, and balancing her business with her personal life.

Together, Grace and Sahithya explore the importance of building a community and creating new products that help people enjoy tasty, healthy meals. Grace praises Chutni Punch for its success and its contribution to the startup CPG world.

Don’t miss this inspiring episode! Tune in to learn from Sahithya’s journey and discover how you can make your own mark in the CPG industry. If you enjoyed this episode, please subscribe, rate, and share it with other entrepreneurs!

Listen in as they share about:

• Introduction to Chutni Punch
• Inspiration for the Brand
• Development Process & Branding Journey
• Product Usage & Product Versatility
• Consumer Engagement Strategies
• Trade Show Experience
• Building Retail Relationships
• Challenges of Being a Female Founder
• Branding and Community Building
• Future Plans for Chutni Punch
• 
  

Episode Links:

Website: https://chutnipunch.com/collections/frontpage
LinkedIn: https://www.linkedin.com/in/sahithya-wintrich/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Paul Voge, Co-Founder and CEO at Aura Bora, a craft sparkling water company that has experienced remarkable growth from just 2 stores in 2019 to an impressive 10,000 stores in 2024. Paul shares his entrepreneurial journey, highlighting the challenges and realities of running a consumer packaged goods (CPG) startup in a fiercely competitive beverage industry.

They explore the intricacies of distribution, retailer relationships, and the high stakes of navigating a market dominated by giants like Coca-Cola. Paul opens up about the operational hurdles of maintaining supply chains, forecasting demand, and the significant demands of fundraising, all while managing the emotional toll of entrepreneurship.

They emphasize the importance of resilience, setting realistic expectations, and finding fulfillment in the entrepreneurial journey, despite the sacrifices and stresses involved. Paul offers valuable insights on maintaining a healthy mindset and the continuous learning required to build a sustainable business.

Tune in to gain practical advice and inspiration for aspiring founders navigating the complexities of entrepreneurship.

Listen in as they share about:

• Profitability and Challenges of the Beverage Industry
• Differences Between Big Brands and Small Startups
• Acquisition Pathway
• Distributor and Retailer Relationships
• Consumer Competition
• Entrepreneurial Mindset
• Excitement vs. Stress in Growing a Business
• Challenges in Operations and Logistics
• Constant Learning and Adapting
• Balancing Personal and Business Life
• Corporate Careers vs. Entrepreneurship
• Setting Goals and Expectations

Episode Links:

Website: https://aurabora.com/

LinkedIn: https://www.linkedin.com/in/paulvoge/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Grace Kennedy welcomes Daniela Suarez, co-founder of iCalm Health, a pioneering company focused on creating natural supplements for stress relief. They delve into the inspiring journey of icalm, from its early beginnings to the intricacies of product development and the challenges that come with building a brand in the health industry.

Daniela shares the obstacles she faced, including a startling incident involving a scam related to a celebrity endorsement, which highlights the critical importance of trust within the entrepreneurial community. One of the most fascinating aspects of this conversation is Daniela's experience co-founding a business with her sibling. She emphasizes how their familial bond enhances collaboration and creativity in their entrepreneurial endeavors.

Daniela also underscores the significance of building connections in the startup ecosystem and discusses how organizations like Startup CPG play a vital role in fostering collaboration and support among entrepreneurs.

Tune in for valuable insights on resilience, community, and innovation in the competitive world of natural supplements!

Listen in as they share about:

• icalm Health Overview
• Awareness of Anxiety|
• Development of the Product
• Research and Formulation
• Launch Strategy and Target Audience
• Product Stability and Ingredients
• Flavor and Taste
• Shelf-Stable Product
• Working with Family

Episode Links:

Website: https://icalm.com/

LinkedIn: https://www.linkedin.com/in/daniela-suarez-55b97a25/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff interviews Paul Bianco, founder and CEO of Graphite Financial. They highlights the essential role finance plays in startup success, particularly within the e-commerce and CPG sectors. Paul emphasizes that finance should go beyond mere number-crunching, offering actionable insights that empower founders to make informed decisions. They discuss critical financial metrics such as margins, customer acquisition costs (CAC), and product costs, shedding light on how understanding these can guide strategic planning and promote sustainable growth.

They also address the challenges of early-stage financial planning, underscoring the importance of having a good finance partner who assists in navigating risks while encouraging innovative ideas. Paul shares insights on effectively calculating CAC, considering direct and indirect expenses, and highlights the importance of analyzing customer behavior for evaluating profitability.

With a focus on cash flow management, unit economics, and the experiences of entrepreneurship, this episode offers valuable strategies for startups looking to scale responsibly. Tune in now and discover how to elevate your financial strategy for long-term success!

Listen in as they share about:

• Basics of Finance for Startups
• Finance Tools and Templates for Founders
• Stages of Growth and Financial Focus
• Finance as a Strategic Co-pilot
• Finance Strategy as Startups Grow
• Profitability and Margins
• Customer Acquisition Costs (CAC)
• Using Agencies vs. In-House Staff
• Optimizing Payroll and Resources
• Lifetime Value (LTV)
• ROAS (Return on Ad Spend) Limitations
• Graphite’s Services
• Handling Underperforming Employees
• Business Strategy and Exits
• Diversification

Episode Links:

Website: https://graphitefinancial.com/https://graphitefinancial.com/
LinkedIn: https://www.linkedin.com/in/paullbianco/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Grace Kennedy interviews Charlie Gentry, the founder of TruJoy, a frozen Greek yogurt brand based in Austin, Texas. Charlie shares his inspiring journey as a solo founder, detailing his motivations for creating TruJoy and navigating the competitive food industry. He discusses the development process behind his yogurt, including the creation of innovative flavors that resonate with consumers and his commitment to quality through effective product formulation.

Charlie also shares his strategies for expanding TruJoy's retail presence and managing distribution channels, emphasizing the importance of affordability and accessibility in reaching a broader audience. They highlight the value of community support and collaboration among entrepreneurs, showcasing how networking with fellow founders has positively impacted TruJoy's growth.

Tune in to gain insights from Charlie's journey, and don’t forget to subscribe for more inspiring stories from the world of consumer packaged goods!

Listen in as they share about:

• Inspiration Behind TruJoy
• Product and Flavor Development
• Brand Name and Packaging
• Challenges of Being a Solo Founder
• Resource Management and Funding
• Marketing Strategies and Social Media Presence
• Challenges of Cold Chain Logistics
• Retail Expansion and Distribution
• Community and Networking
• Future Plans

Episode Links:

Website: https://www.trujoyyogurt.com/
LinkedIn: https://www.linkedin.com/in/charlie-gentry-1382b7b2/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff interviews 3 of the leading CPG journalists. He’s joined by Elizabeth Crawford, Senior Editor at FoodNavigator-USA; Brooke Just, Associate Editor at Food Business News; and Adrianne DeLuca, Reporter at BevNET & Nosh. Together, they dive into why Trade Media is crucial for building brand credibility and discuss emerging trends like startup innovation and sustainability.

The panelists share their coverage focus areas and discuss emerging industry trends like startup innovations and sustainability. They offer valuable pitching strategies for CPG brands, focusing on concise, data-driven storytelling, and clarity in messaging. During the episode, founders from Recoup Beverage, Grillicious, 22 Salute Spirits & Coffee, Millie's Sipping Broth, No regrets, Fishtown Pickle Project, and Secret Salad deliver 30-second pitches to the panelists, receiving actionable feedback.

Stick around for valuable advice on maximizing your media exposure, including submitting press releases to Startup CPG Newswire and building relationships with journalists. Don’t miss out—Tune in now!

Listen in as they share about:

• Importance of Trade Media
• Networking Opportunities
• Publications and Coverage Areas
• Story Interests and Trends
• Pitching Strategies
• Brand Pitches
  - Recoup Beverage
  - Grillicious
  - 22 Salute Spirits & Coffee
  - No regrets
  - Millie's Sipping Broth
  - Fishtown Pickle Project
  - Secret Salad
• Feedback and Final Tips

Episode Links:

FoodNavigator-USA Website

Elizabeth Crawford LinkedIn

Sosland Publishing Website

Brooke Just LinkedIn

Nosh Website

BevNET Website

Adrianne DeLuca LinkedIn

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)

• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Grace Kennedy interviews Jilleo Recio, founder of RĒJINS, a luxury skincare brand dedicated to celebrating and catering to maturing, melanin-rich skin. Jilleo shares his personal journey and motivations for creating RĒJINS, inspired by his experiences in Singapore and a desire to challenge beauty standards that prioritize skin lightening.

Jilleo discusses the challenges he faced while launching his skincare line, from sourcing a contract manufacturer to developing effective formulations during the pandemic. A significant focus is on the brand’s All Encompassing Serum, highlighting its multitasking capabilities and key ingredients like peptides, niacinamide, and humectants designed to address aging, dryness, and uneven skin tone.

They also explore the entrepreneurial journey of launching a skincare brand, stressing the importance of networking, mentorship, and community support in building a successful business. Tune in now!

Listen in as they share about:

• RĒJINS Inspiration and Origins
• Cultural Context
• Name and Branding
• Research and Formulation
• Product Overview
• Networking and Marketing
• Finding a Mentor
• Engagement with Customers
• Future Goals

Episode Links:

RĒJINS Website

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)

• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics