Startup To Scale

 What if AI could do more than answer questions and actually help you run a more profitable CPG brand?  In this episode, I sit down with Ryan Conti, Co-Founder of Peasy, to explore how industry-specific AI is changing the way CPG founders manage inventory, supply chains, pricing, and daily operations.  We discuss how AI can uncover hidden costs, improve profit margins, simplify supplier sourcing,...

The better-for-you movement has transformed everything from soda to cereal, but cookies, candy, and other indulgent categories may be among the next major areas ripe for disruption. In this episode, I sit down with Rip Pruisken , CEO and Co-Founder of Rip Van , to explore how changing consumer expectations are reshaping the future of snacking. We discuss the impact of reduced-sugar diets and GLP-1...

What if your product is great, but AI doesn't know it exists? AI shopping assistants like ChatGPT and Claude are changing how consumers discover and choose products. But is your brand ready to be recommended? In this episode, I sit down with Andy Kurtts, Founder and Creative Director of Buttermilk Creative , to explore the rise of the "third shelf" and what it means for CPG brands....

After building Jeni’s Splendid Ice Creams into one of the most recognizable brands in modern food, Jeni Britton is starting again. Her new company, Floura , is taking on a very different challenge: rethinking how consumers get fiber and plant diversity through products made with ingredients that might otherwise go to waste. In this episode, Jeni shares why she decided to become a startup founder a...

In this episode, Sigi Hale, Ph. D., Head of Consumer Insights and Testing, explains the neuroscience behind shopper recognition, brand familiarity, and buying behavior. We explore why some packaging redesigns hurt sales, how shoppers rely on memory and visual cues at the shelf, and why changing the wrong elements can disrupt years of brand recognition. Sigi also shares how CPG brands can approach...

In this episode, I sit down with Lindsey Mifsud, founder of LL’s Kitchen, to talk about how she turned a homemade granola recipe into a growing CPG brand now sold in hundreds of stores, including Sprouts nationwide.  We get into her founder journey, lessons from farmers markets, retail growth, customer feedback, and why genuine storytelling and relationships have been key to building the brand.  S...

Your CPG brand needs senior-level expertise, but that doesn’t necessarily mean you need another full-time executive on payroll. In this episode I’m joined by Beth of S3 Connect, Rich of Atomos, and Rachel of Severo Consulting to break down what fractional leadership actually looks like and when it makes sense for a growing CPG brand. The three guests represent a larger informal community of cross-...

Retail accounting gets complicated fast. Between distributors, retailers, promotions, deductions, and short payments, many CPG brands find themselves with accounts receivable reports they can’t trust and financial statements that don’t tell the whole story. In this episode, Jenna Oviedo from JAVE Insights shares the systems every CPG brand should have in place to manage retail accounts receivable...

In this episode, I sit down with Gardar Stefansson , Founder and CEO of GOOD GOOD , to talk about how he grew an Icelandic startup into a global no-sugar brand now sold at retailers like Whole Foods, Sprouts, Kroger, and H-E-B. We talk about finding product-market fit, competing with legacy brands through taste and better ingredients, the realities of scaling in U.S. retail, and how GOOD GOOD is u...

Most creator marketing campaigns fail because they’re treated like isolated marketing tactics instead of long-term growth strategies. Austin Clare has spent the past 15 years helping brands build creator programs that consistently generate content, drive awareness, and support retail growth. As founder of Shepard Strategies and now leading creator strategy at Endlss , he’s worked with brands acros...

Packaging is one of the most important sales tools a CPG brand has. But the packaging that gets you started isn’t always the packaging that will help you scale. In this episode, I’m joined by Eve Ackerley, Co-Founder and CEO of Evie’s Snacks, and Taja Dockendorf, Founder of Pulp & Wire , the design agency behind Evie’s packaging redesign. We explore the evolution of Evie’s packaging, including...

Getting your product on the shelf is only the first step. The real challenge is getting shoppers to notice it, try it, and buy it. In this episode, I sit down with Matthew Kubick of Local Demo Service to break down how CPG brands can use in-store demos to drive sales, learn from customers, and build stronger retail velocity. We talk about Matthew’s simple four-step framework for turning samples in...

What does it look like to build a CPG brand when you’ve already seen both success and failure? Kristoffer Quiaoit, founder of Good Journey Foods , shares how he’s approaching this company with a new mindset grounded in self-awareness, mental health, and long-term sustainability. We start with how Good Journey is being built today, from decision making to daily practices, and why staying even keel...

Coco5 started with a simple mission: create a better hydration drink for athletes. What began inside the Chicago Blackhawks organization has evolved into a fast-growing, athlete-owned brand distributed across the country. In this episode, Marc Doggett , CEO of Coco5 , shares the realities of scaling a beverage brand today, from retail strategy and channel expansion to innovation decisions and lead...

Distributor deductions can quietly drain a CPG brand’s margins, especially when there is no clear process for planning, reviewing, and disputing them. In this episode, I sit down with Yuval Selik, co-founder and CEO of Promomash , to explore how AI is changing deduction and trade spend management. We discuss where AI can save time, why clean data and proactive planning still matter, and why experi...

Creating a great product is only the beginning. The real challenge is getting people to notice it, remember it, and ultimately buy it. In this conversation, I sit down with Duncan Alney , founder of Firebelly Marketing , to explore what it takes to grow a CPG brand in today’s crowded and fast-moving market. We discuss why founder-led storytelling matters, how brands can turn one core story into co...

AI is rapidly changing the packaging design world, but most founders are still trying to figure out where it actually creates value. In this episode, I sit down with Michael Keplinger from SmashBrand to break down how AI is being used in packaging design today, where it helps accelerate creative workflows, and where human strategy and expertise still matter most. We discuss: The biggest misconcept...

Getting in front of retail buyers can feel impossible, but it does not have to be a guessing game. In this episode, I sit down with James Pippin of Good Now Foods and Harvest Hub to talk about what actually gets a buyer’s attention, how to send better pitches, when to follow up, and how brands can use the right data to improve their chances of getting on shelf. Startup to Scale is a podcast by Foo...

Packaging is often the first thing consumers notice, but knowing when and how to update it is one of the toughest decisions founders face. In this episode of Startup to Scale, I sits down with Christopher Jane founder of Proper Good to discuss the real story behind his brand's packaging refresh. They unpack what prompted the redesign, the challenges of evolving a brand without losing existing...

Growth creates opportunity but also financial pressure. As brands expand distribution, increase production, and invest in marketing, founders are often forced to make difficult decisions about how to fund that growth. In this episode, I sits down with Dakota Sheets , founder of Dog Sauce, and Emily Reeves , VP of Capital Solutions at Bridge , to discuss the realities of scaling a CPG business. Dak...

In this episode, I talk with Adam O’Connor , founder of Smidge Beverage , about the financial side of building a CPG brand. We discuss cash flow, margins, inventory planning, forecasting, trade spend, billbacks, and why knowing your numbers is essential for growth. Adam also shares how working with the right accounting partner helped him make better decisions and build a stronger financial foundat...

Amazon can drive sales, but that doesn’t always mean your brand is profitable.  In this episode, I talk with Ryan Eales of The Amazon Whisper about the common mistakes CPG brands make on Amazon, from ads and inventory to listings, keywords, and agency expectations. If you’re selling on Amazon or thinking about launching there, this episode will help you understand what it really takes to grow prof...

What actually happens when a CPG founder and a creative agency build a brand together from the ground up? In this episode, I sit down with Dana Francks of JK Creative NYC and Grace Finerman of Date Smarter Snacks to break down the real-world branding process behind an emerging snack brand. We walk through how Date Smarter developed its visual identity, packaging, ecommerce presence, and overall cu...

Jeff Church has built, scaled, and rebuilt in CPG. As co-founder of Suja Life, he helped take the brand from zero to $100M+ in just over five years, becoming one of the most recognized names in the beverage space. We also get into what he’s building now, from mentoring founders and writing his book to launching a new protein soda brand, Proda, nationwide at Sprouts Farmers Market, and developing a...

In this episode, I sit down with Danny Walsh, co-founder of Peak State Coffee, to talk about how he turned his own coffee and health problem into a $300K+ brand without relying on retail or outside funding. We get into how Peak State grew through farmers markets, ecommerce, and repeat customers, why Danny chose to bootstrap, and how he’s balancing growth, profitability, and impact as a B Corp cert...