The Startup CPG Podcast

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, a leader in food and beverage product development, scale-up, and manufacturing strategy. Jamie brings decades of experience guiding brands from concept to commercialization, and a mission-driven focus on helping innovators build sustainable food systems for a rapidly growing population.Throughout the conversation, Jamie breaks down the realities of bringing products to market—from choosing the right product developer to navigating the complexities of frozen logistics, ingredient sourcing, and co-manufacturing partnerships. He offers clear, pragmatic frameworks for evaluating partners, managing risk, and building cost-effective operations, while emphasizing the importance of communication, collaboration, and long-term relationship building.Daniel and Jamie also explore the structural challenges early-stage brands face when entering manufacturing environments not optimized for small batches, and why founders must understand the economics and constraints of their partners to negotiate effectively and scale responsibly.Listen in as they discuss:How to identify and evaluate independent product developersChallenges and cost drivers in frozen DTC logisticsWhere and how emerging brands can source core ingredientsSampling strategies and pilot runs for early-stage commercializationThe operational realities behind low minimum order quantitiesHow co-manufacturers structure their costs and capacity planningBest practices for visiting facilities and developing working relationshipsKey considerations when reviewing co-packer contractsThe role of transparency, expectations, and shared accountabilityEpisode LinksWebsite: https://www.catapultserv.com/ LinkedIn: https://www.linkedin.com/in/fvmh97c/ Product Developer Database Submissions: https://bit.ly/productdevelopersepg contact: [email protected], mention Startup CPGJoin the Startup CPG Slack: startupcpg.comDon'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 (30K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Nick Giannuzzi, founder and managing partner of Humble Growth—an investment firm intentionally designed to shift the traditional power dynamic between founders and investors. Nick traces his career from representing Vitaminwater in its early days to building a leading CPG-focused law firm, and eventually launching a $312M growth fund backed by industry operators who understand firsthand the realities of scaling consumer brands.Nick discusses why thoughtful, founder-aligned capital remains rare in the CPG space, and how Humble Growth approaches investing with transparency, discipline, and long-term partnership at the core. He emphasizes the importance of working backwards from an eventual exit, building operational and financial foundations early, and maintaining rigorous standards even amid the daily pressures of running a business.With decades of experience advising and investing in brands, Nick sheds light on the common pitfalls he sees founders face, the characteristics that define resilient leadership, and the structural considerations that often determine whether a business can scale, transact, and ultimately endure.Listen in as they discuss:The origins and philosophy behind Humble GrowthTransitioning from legal counsel to growth investorWhy building a business that can transact is essential—even if you don’t plan to sellStrategic considerations for growth-stage brands, from margins to channel strategyThe role of discipline in evaluating opportunities and operatorsFounder traits that drive long-term success—and where they can become obstaclesBalancing operational excellence with strategic foresightHow investors and founders can work together beyond quarterly board meetingsBest practices for preparing documentation, data, and structure ahead of fundraisingEpisode Links:Website: https://www.humblegrowth.com/Personal LinkedIn: https://www.linkedin.com/in/nick-giannuzzi-6a550b14b/ Company LinkedIn: https://www.linkedin.com/company/humblegrowth.com/ 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.comShow 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 (30K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

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In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Liv Truesdell, founder of FROST Buttercream, an emerging brand bringing bakery-quality, meringue-based buttercream to retail shelves with fewer ingredients, less sugar, and a noticeably elevated taste profile. Liv shares her journey from investment banking to building a family-run food business, working alongside her mother as co-founder, and developing a product designed to meet consumer demand for cleaner, less cloying desserts.The conversation highlights how FROST approaches formulation, packaging, and education in a category where most consumers are unaware that conventional “buttercream” often contains no real butter. Liv explains the complexities of producing meringue-based buttercream at scale, the trade-offs of small-batch manufacturing, and the brand’s thoughtful expansion into retail, demos, and eventually food service—all while maintaining quality and operational discipline.The episode also touches on early wins, from a Startup CPG Shelfie Award to distribution in notable New York City retailers, as well as strategic collaborations that have helped introduce the product to new audiences. Throughout, Liv reflects on the importance of community, consumer feedback, and patience when navigating the challenges of an early-stage CPG business.Listen in as they share about:The inspiration and development behind FROST ButtercreamWhy meringue-based buttercream stands apart from standard formulationsEducating consumers in a category with entrenched expectationsStrategic retail expansion and the role of demos in adoptionOperational realities of small-batch production and scalingEarly collaborations, brand recognition, and retail partnershipsLessons learned during the first year of building a CPG companyEpisode Links:Website: https://frostbuttercream.com/Instagram: @frostbuttercreamDon'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 @startupcpgVisit host Caitlin's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with the Hungryroot team for an exclusive inside look at how the fast-growing food tech platform curates products, personalizes grocery shopping through its innovative Smart Cart technology, and simplifies meal planning for millions of customers.The Hungryroot buyers reveal exactly how they evaluate new products, source clean ingredients across categories like meat, seafood, and snacks, and navigate operational challenges in packaging, shipping, and scaling partnerships. They break down what makes a product launch successful, how customer feedback shapes category strategy, and what emerging brands need to know before pitching to the platform.The episode closes with nearly 20 CPG brands pitching directly to Hungryroot buyers in real time, offering listeners a rare, behind-the-scenes view of what it takes to launch and grow on one of the most innovative personalized grocery platforms in the market.Listen in as they discuss:How Hungryroot's Smart Cart personalizes grocery shopping and meal planningWhat buyers look for when evaluating new products and brand partnershipsSourcing strategies and emerging trends in meat, seafood, and clean-label snacksOperational challenges with packaging, shipping, and ready-to-eat meal innovationThe importance of brand volume and scaling successfully on the platformWhy the launch is just the beginning: ongoing support and growth strategiesReal-time brand pitches from nearly 20 CPG founders to Hungryroot buyersOpportunities in food innovation, clean ingredients, and personalized nutritionHow customer feedback drives category expansion and product curationKeys to building successful long-term partnerships with HungryrootEpisode LinksHungryroot Website: https://www.hungryroot.com LinkedIn: https://www.linkedin.com/company/hungryrootChris Battaglia - Director of Strategic Sourcing Meat and Seafood, Hungryroot LinkedIn: https://www.linkedin.com/in/chris-battaglia-47569347/Nika Mosenthal - VP of Food Experience, Hungryroot LinkedIn: https://www.linkedin.com/in/nikamosenthal/Keri Cardenas - Category Lead, Hungryroot LinkedIn: https://www.linkedin.com/in/keri-cardenas/Julia Bello - Director of Category Management, Hungryroot LinkedIn: https://www.linkedin.com/in/juliabello/Daniel Scharff - Founder, Startup CPG LinkedIn: https://www.linkedin.com/in/danscharff/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 (30K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics