The Startup CPG Podcast

In this bonus episode of the Startup CPG podcast, Grace Kennedy is joined by Patricia Menegoto and Kiki Huddleston from the Startup CPG team for an insider look at the 2024 Shelfie Awards. They dive into the intricacies of the judging process, the criteria for selecting finalists, and the standout products that are making waves in categories like skincare, pet care, Beverages, Condiments & Spicy Foods, Snacks, Frozen Foods and Plant-Based Alternatives.

Grace, Patricia, and Kiki share their experiences with these standout products and explain how they sifted through over 1,500 entries to find the top contenders, particularly in snack, frozen food, and plant-based categories. They also highlights the challenges of narrowing down the selections and builds excitement for the upcoming awards ceremony on September 4th. Plus, get the latest on the new Startup CPG marketplace and the exciting boat party planned for the event.

Don’t miss out—tune in to discover the future of CPG innovation and hear all about the exciting developments leading up to the Shelfie Awards!

Marketplace - https://startupcpg.mynishe.com/

Startup CPG’s Fourth Annual Shelfies Awards Ceremony Live - https://www.linkedin.com/events/startupcpg-sfourthannualshelfie7219025992659427330/theater/

Listen in as they share about:

• Introduction of the Shelfie Awards
• Judging Criteria
• Challenges of Judging
• Product Categories:

Skincare

Pet Care

Beverages

Condiments and Spicy Foods

Snacks

Frozen Foods

Plant-Based Alternatives

• Shelfies 2024 Competition and New Initiatives
• Acknowledgments and Sponsorships
• Announcements

Episode Links:
Kiki on LinkedIn

Patricia on 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 (15K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at [email protected]
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Grace Kennedy sits down with Susan Hartman, co-founder of Recoup Beverages, to discuss the journey of building a gut-healthy hydration brand. Susan shares how she met her co-founder, Siwat, and how his personal health journey inspired the creation of Recoup. She dives into the challenges and triumphs of transitioning from a fresh juice product to a shelf-stable beverage, navigating retail expansion, and securing national distribution with Sprouts.

Susan also talks about the importance of branding, packaging decisions, and how to strategically market a beverage product in a competitive industry. She provides insights on raising capital, working with distributors, and leveraging trade shows like Expo West to gain visibility and connect with investors.

Whether you’re an emerging founder or a CPG enthusiast, this episode is packed with practical insights on brand positioning, retail growth, and consumer engagement.

Tune in now to hear Susan’s journey and learn how Recoup is redefining hydration!

Listen in as they share about:

• Founding Story & Inspiration of Recoup Beverage
• Branding & Marketing Strategy
• Retail Growth & Expansion
• Expo West & Pitch Slams
• Funding & Investment Strategy
• Future Plans (2025 & Beyond)
• Advice for Other Entrepreneurs

Episode Links:

Website: https://www.recoupwellness.com/
LinkedIn: https://www.linkedin.com/in/susan-buckwalter-hartman-704a19a/

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 [email protected]
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Jia Liao of Hotpot Queen, Jake Deleon of Fila Manila, and Matt Whiteside of Circle Beverage to unpack the real-world impact of skyrocketing tariffs on emerging food and beverage brands.

Jia shares the challenges of manufacturing in China and how a sudden 54% tariff hike forced her to rethink pricing, margins, and her relationship with her suppliers. Jake offers a different angle, explaining how Fila Manila’s U.S.-based production could give it a competitive edge as imported brands face cost spikes. Meanwhile, Matt provides the manufacturer’s perspective—explaining how tariffs are affecting ingredient costs, supply chain decisions, and even equipment investments.

Whether you're a brand founder, manufacturer, or just curious about how global policy hits Main Street, this episode breaks it all down.

Tune in now to hear how resilient brands are pivoting in real time—and learn how you can adapt your strategy to stay ahead.

Listen in as they share about:

• Jia Liao (Hotpot Queen)

54% Tariff Spike

Cost of Staying Premium

Supplier Negotiations and Strategic Shifts

Why Small Brands Get Hit Hardest

Jia’s Personal Thoughts on Tariffs

• Jake Deleon (Fila Manila)

How U.S. Manufacturing Helped Fila Manila

Issues With Imported Ingredients and Packaging

The Double-Edged Sword of Tariffs

Turning Disruption Into Strategy

• Matt Whiteside (Circle Beverage)

How Tariffs Are Raising Manufacturing Costs

Why Pricing Can’t Change Right Away

Focusing on Long-Term Brand Partnerships

Tariffs Make Equipment More Expensive

Why Strong Relationships Matter Right Now

Episode Links:

Website: https://hotpotqueen.com
LinkedIn: https://www.linkedin.com/in/weijia-liao/

Website: https://filamanila.com
LinkedIn: https://www.linkedin.com/in/jacobcdeleon/

Website: https://www.circlebev.com
LinkedIn: https://www.linkedin.com/in/matt-whiteside/

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 [email protected]
• Episode music by Super Fantastics
  
  

In this episode of the Startup CPG podcast, Daniel Scharff sits down with Patricia Menegoto, Head of Marketing and Community at Startup CPG, to reflect on a transformative year for the community and discuss ambitious plans for the future.

Together, they recount the milestones of 2024, from hosting dedicated sections at trade shows, events in 17+ cities, building partnerships such as the GNC "Next Big Thing" initiative and the expansion of the Further platform supporting female-founded brands.

Key topics include the success of in-person networking events, the growing impact of the Shelfie Awards, and how Startup CPG seeks to help emerging brands gain visibility and access to key retailers and investors. They also explore exciting initiatives planned for 2025, aimed at further strengthening the community and driving meaningful connections between founders, retailers, and industry leaders.

Listen in as they share about:

• Reflections on Startup CPG’s Growth and Achievements
• Community Engagement and Support
• Notable Highlights from 2024
• Key Initiatives and Partnerships
• Vision for 2025 and Beyond

Episode Links:
LinkedIn: https://www.linkedin.com/in/pmenegoto/

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 [email protected]
• Episode music by Super Fantastics
  
  

With 200 million prime members worldwide and 60% of online purchases starting with an Amazon search, CPG brands can't ignore the opportunities available on Amazon. At Startup CPG, we're committed to helping small brands succeed on all channels, including Amazon and that's why we've partnered with Marketplace Ops. Today we welcome Fernando Campos, co-founder of Marketplace Ops, a leading online marketplaces brand management agency that helps CPG companies accelerate their growth on Amazon and Walmart. Listen in as Fernando covers pre-launch and launch tips, how to handle negative reviews, Amazon's VINE program, data-based strategies for optimizing your main image, a better way to think about ACOS targets, tips for choosing an Amazon vendor, and strategies for Black Friday, Cyber Monday.

Marketplace Ops is a proud sponsor of Startup CPG.

Episode Links:

• MarketplaceOps website
• Fernando's LinkedIn
• Browser extensions for estimating market size: Helium, Jungle Scout, & Viral Launch
• Amazon IP Accelerator
• Amazon AI tools: PACVUE, Perpetua
• Tool for polling campaigns: PickFu
• Link to Marketplace Ops Resource page with blog posts and playbooks
• Popular "9 Things CPG Companies Commonly Miss When Selling on Amazon" blog post

Show Links:

• Join the Startup CPG Slack community (4,500+ members and growing!)
• Follow @startupcpg
• Visit host Jessi's Linkedin or website
• Questions or comments about the episode? Email Jessi at [email protected]