Founder Feature: Susan Hartman of Recoup Beverages
03/14/25 • 41 min
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, 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
Previous Episode
#186 - Bootstrap Heroes: Bumpin Blends, Lentiful and Drink Wholesome
In this episode of the Startup CPG podcast, Daniel Scharff speaks with three visionary founders who have built and scaled their businesses without external funding. Joining the discussion are Lisa Mastela of Bumpin Blends, Ben Bacon of Lentiful, and Jack & Tessa Schrupp of Drink Wholesome—leaders who have mastered lean operations, strategic growth, and creative problem-solving.
Lisa shares how she turned a small investment into a $10 million revenue smoothie brand, leveraging unconventional marketing and scrappy operational tactics. Ben reveals how Lentiful grew from an idea to a profitable omnichannel brand, balancing DTC sales and retail expansion while staying lean. Jack and Tessa discuss how Drink Wholesome has scaled to $2 million in revenue with just two employees, focusing on product differentiation and strategic partnerships.
This episode explores cost-efficient scaling strategies, organic customer acquisition, and practical insights into operating a CPG business without outside capital. Whether you're an early-stage founder or looking to refine your growth strategy, this conversation offers actionable takeaways from those who have successfully bootstrapped their way to success.
Tune in to hear how these founders navigated challenges, optimized resources, and built thriving businesses—without giving up equity!
Listen in as they share about:
- Lisa Mastela - Bumpin Blends
- Overview
- Bootstrapping Tactics
- Marketing Approach
- Direct-to-Consumer (DTC) & Retail Expansion - Ben Bacon - Lentiful
- Overview
- Bootstrapping Tactics
- Direct-to-Consumer (DTC) & Retail Expansion
- Retail Strategy - Jack Schrupp & Tessa Schrupp - Drink Wholesome
- Overview
- Bootstrapping Tactics
- Direct-to-Consumer (DTC) & Retail Expansion
- Scrappy & Creative Growth Strategies
Episode Links:
Website: https://bumpinblends.com/
LinkedIn: https://www.linkedin.com/in/lisamastela/
Website: https://eatlentiful.com/
LinkedIn: https://www.linkedin.com/in/benjaminpbacon/
Website: https://www.drinkwholesome.com/
LinkedIn: https://www.linkedin.com/in/tessa-schrupp/
LinkedIn: https://www.linkedin.com/in/jack-schrupp-4a14a7a1/
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
Next Episode
#187- Expo West 2025 Debrief with S’NOODS and Whims
In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Caitlin Bricker, Editor of Startup CPG, Lauryn Bodden, Founder of S'NOODS, and Leanne Viola, Founder of Whims Delights to break down Expo West 2025—the industry’s biggest event of the year.
They dive into key takeaways, touch on the hot debate: Did Expo West lack innovation? Hear firsthand insights on how emerging brands are making waves, the power of small booths over flashy displays, and how founders are navigating today’s tough funding environment with creative business models.
Lauryn and Leanne also share their real Expo West experiences, including major retailer meetings, unexpected media coverage, and the behind-the-scenes hustle that made the event unforgettable. If you’ve ever wondered what it takes to stand out at Expo West and make the most of your investment, this episode is packed with valuable insights.
Tune in to hear how Startup CPG is shaping the future of emerging brands and why Expo West is still the ultimate stage for breakthrough innovation.
Listen in as they share about:
- Expo West 2025 Experience & First Impressions
- Startup Booth Strategy & Costs
- Trends & Innovations at the Expo
- Business Challenges & Opportunities
- Brands' Experiences & Learnings
- S'NOODS (Lauryn Bodden)
Whims (Leanne Viola)
- Key Takeaways for Future Exhibitors
Episode Links:
LinkedIn: https://www.linkedin.com/in/caitlinbricker/
Website: https://www.whimsdelights.com
LinkedIn: https://www.linkedin.com/in/leannev/
Website: https://www.eatsnoods.com/
LinkedIn: https://www.linkedin.com/in/laurynbodden/
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
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