The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Nate Cooper, investor at Barrel Ventures, to explore what early-stage food and beverage investors look for when backing emerging brands. The conversation dives deep into evaluating product-market fit, understanding what drives conviction in early-stage deals, and why founder characteristics matter just as much as metrics when building a fundable CPG brand.

Nate shares his unconventional path from multi-generational food industry roots to failed entrepreneur to successful angel investor—landing Olipop as his very first check. He discusses how Barrel Ventures approaches pre-seed to Series A investments with hyper-specialized focus on anything that touches food, from pre-farm to post-fork. Drawing from portfolio wins like Olipop, Gonanas, and Nowadays, Nate reveals what separates compelling opportunities from brands that aren't quite ready—and how founders can position themselves before they start raising capital.

Throughout the episode, listeners gain insider perspective on building investor relationships, the founder traits that signal long-term success, and practical advice on metrics that matter: velocity over door count, margin structures relative to category benchmarks, and the power of compounding growth over hypergrowth. Nate emphasizes his litmus test for investment decisions: "Would I work for this person?" He also shares why non-consensus bets often become the biggest winners, how GLP-1s and wearables are reshaping food consumption, and why humility, grit, and team-first language are green flags for early-stage backers.

Whether you're building toward your first institutional round or evaluating angel investors, this conversation offers clarity on what early-stage food investors care about most when backing mission-driven founders building real, durable businesses.

Listen in as they discuss:

Nate's path from multi-generational food family to failed founder to early Olipop investor
Barrel Ventures' thesis: pre-seed to Series A, pre-farm to post-fork, $100K-$750K checks
Why velocity matters exponentially more than door count when scaling retail
Evaluating margins relative to category benchmarks and line of sight to profitability
The "messy middle" of CPG growth: slotting fees, distribution, team building, and inventory
Why compounding steady growth (3 triples, 2 doubles) beats hypergrowth in CPG
The power of habit formation: products that become ingrained in daily routines
Pattern recognition: identifying founder traits that signal resilience and execution
Nate's investment litmus test: "Would I work for this person?"
Why non-consensus bets (Olipop, Nowadays) often become category-defining brands
Market trends: GLP-1 impact on food vs. alcohol, protein positioning, AI applications
Founder characteristics that matter: humility, grit, "we" vs. "me" language
How to prepare for diligence: deck, model, sell sheet, org chart, and radical transparency
Why showing your warts early builds trust better than hiding them
Advice for operators transitioning to investing: network building and karma-driven connections

Episode Links:

Barrel Ventures
Website: http://www.barrelvc.com
LinkedIn: https://www.linkedin.com/company/barrel-ventures/about/ 

Nate Cooper - Investor, Barrel Ventures
LinkedIn: https://www.linkedin.com/in/nathan-cooper-2ba9aa19/ 
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 (35K+ members and growing!)
Follow @startupcpg
Visit host Hannah'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, Caitlin Bricker welcomes Yaniv Simpson, founder of The Conscious Bar, for an inspiring conversation about redefining the chocolate industry through radical transparency and intentionality. Yaniv shares his unique journey from getting banned from a candy store at age five to building a date-sweetened craft chocolate company committed to proving that chocolate isn't candy.

Yaniv discusses the inspiration behind The Conscious Bar—a mission to create chocolate that's truly good for you, not just "better for you." He explains how combining two ancient superfoods, cacao and dates, with zero additives creates an indulgent experience that doesn't compromise on health, ethics, or environmental impact. The conversation explores the complexities of sourcing ethical, organic cacao that meets strict Prop 65 standards while maintaining phenomenal flavor profiles.

They also delve into The Conscious Bar's commitment to 100% compostable packaging, building transparency into every aspect of the supply chain, and the decision to invest deeply in direct-to-consumer and social media education before scaling to retail. Yaniv reflects on the importance of intentionality in every decision—from nine months sourcing compostable materials to building a full creative agency in-house to educate consumers on why sugar isn't just sugar.

You will also hear about The Conscious Bar's community-building approach through educational content, their VIP Circle, and upcoming limited edition SKUs launching in early 2026 as they expand into natural grocery retail.

Tune in to learn how The Conscious Bar is challenging decades of cultural programming around chocolate by building trust, transparency, and a brand that refuses to compromise.

Listen in as they share about:

Origins of The Conscious Bar and Yaniv's Candy Store Ban
Why Chocolate Isn't Candy: Redefining the Category
Sourcing Ethical Cacao and Compostable Packaging
The Nine-Month Journey to Perfection Before Launch
Building a Creative Agency In-House for Education
Direct-to-Consumer Strategy and Community Building
Retail Expansion Plans for 2026

Episode Links:

Website: https://theconsciousbar.co/
Instagram: https://www.instagram.com/theconsciousbar.co
Personal LinkedIn: https://www.linkedin.com/in/yaniv-simpson-aa72b22a/
Company LinkedIn: https://www.linkedin.com/company/the-conscious-bar/ 
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 Caitlin'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, host Daniel Scharff reunites with fractional CMO Janice Greenwald to tackle the most frequently asked marketing questions from the 33,000+ member Startup CPG Slack community. From social media strategy to packaging design, PR investment to budget allocation, Janice brings 20 years of CPG marketing experience to answer the real questions early-stage brands are asking.

Janice breaks down the multifaceted nature of social media—it's not just posting photos, it's content creation, graphic design, copywriting, influencer outreach, brand partnerships, and potentially paid media. She shares why small agencies can sometimes offer better value than freelancers through economies of scale, recommending specific partners like Steph Nash Marketing for creative content and Gawronski Media for paid ads. The conversation challenges conventional wisdom around investing in social media and PR at launch, with Janice emphasizing that these are long-term brand-building tools, not immediate sales drivers—and why 60-70% of your marketing budget should focus on velocity if that's your primary objective.

Throughout the episode, Janice shares hard-earned lessons from the trenches: packaging structure mistakes at Sabra that cost hundreds of thousands in custom molds, why chip brands need air-filled bags to compete on shelf presence, how to maximize shelf space by actually measuring retail dimensions with a tape measure, and why you should always design beverage packaging for the side that will be merchandised (not the pretty side). She discusses the "rule of sevens" for brand awareness, explains why PR is better suited for investor and buyer visibility than consumer sales, and reveals her philosophy that specialists working fractionally often deliver better results than generalist full-time hires at similar costs.

Whether you're allocating your first marketing budget, choosing between agencies and freelancers, designing packaging that actually works on shelf, or deciding if social media and PR are worth the investment, this episode delivers honest, tactical guidance from someone who's made the mistakes so you don't have to.

Listen in as they discuss:

The hidden complexity of social media: content creation, copywriting, community management, influencer outreach, and paid media aren't one person's job
Why small agencies can beat freelancers: economies of scale when photographers run multiple brands through the same seasonal sets
Should you invest in social media early? Yes for brand building, but balance with velocity-driving tactics based on your budget
The 10% rule: most brands allocate around 10% of net revenue to marketing (excluding trade spend), though startups may invest more upfront
PR for early brands: better for investor/buyer visibility than consumer sales—don't expect immediate ROI from lifestyle press
Trade publications you can pitch yourself: reach out directly to Bevnet, Nosh, Food Navigator writers without an agency
Packaging structure mistakes: the Sabra salsa bowl that didn't merchandise well and the lettuce container that couldn't pack out a case
The chip bag paradox: you need air to compete visually on shelf even if it feels wasteful

Episode Links:

Janice Greenwald
LinkedIn: https://www.linkedin.com/in/janice-greenwald-marketing-consultant/

Startup CPG Newswire: https://startupcpg.com/newswire 

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 @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, host Hannah Dittman sits down with Brian Folmer, founder of FirstLook Ventures, to explore what founders need to know before fundraising—from building compelling pitch decks to avoiding common mistakes that sink deals.

Brian brings a rare full-stack perspective to consumer investing: founder, operator, ecosystem builder, and now investor backing early-stage brands through FirstLook Ventures and SPVs. His journey spans dropping out of law school to launch his first startup, working in corporate retail at Abercrombie and Victoria's Secret, investing at XRC Ventures, and eventually building FirstLook—a monthly curation box that connects emerging brands with 300+ angel investors, VCs, and family offices.

Throughout the conversation, Brian shares what separates founders who successfully raise from those who struggle, breaking down the core elements every pitch deck needs (particularly the "why now" thesis), why demonstrating passion alongside credentials matters for long-term conviction, and how capital efficiency thinking (18 months of runway, not too much capital) sets brands up for sustainable growth trajectories.

Brian discusses why social capital in VC is more valuable than deal volume, explains the psychology of winning over investors beyond just metrics, and shares a compelling case study with Half Day Iced Tea's fiber trend positioning. He addresses common founder questions around retail requirements for fundraising (spoiler: you don't need it), how many rounds to anticipate in a CPG brand's lifecycle, and tactical advice on breaking into venture capital without traditional investment banking experience.

If you're preparing for your first institutional raise, refining your fundraising strategy, or wondering what investors actually evaluate beyond the numbers, this episode offers grounded, actionable insights from someone who's been on both sides of the table.

Listen in as they discuss:

Brian's journey: law school dropout to founder to XRC Ventures to FirstLook
FirstLook Ventures mandate: Series A/B focus with $500K average checks
FirstLook boxes: connecting emerging brands with 300+ investors monthly
Why consumer investing is more exciting than tech right now
Current fundraising landscape: why now is a solid time to raise
Common fundraising mistakes: unrealistic projections and wishy-washy raise amounts
What makes a great pitch deck: nailing the "why now" thesis
Case study: Half Day Iced Tea and betting on the fiber trend
Social capital in VC: why quality beats quantity in deal sharing
Fundraising fundamentals: setting terms, timeline expectations, and raise amounts
Capital planning: the 18-month runway rule and avoiding over-raising
How many fundraising rounds CPG brands should anticipate
Do you need retail to fundraise? (Short answer: no)
Breaking into VC without investment banking experience

Episode Links:

Brian Folmer — Founder, FirstLook Ventures
LinkedIn:https://www.linkedin.com/in/brianfolmer/
Company LinkedIn: https://www.linkedin.com/company/firstlookvc/ 
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 @startupcpg
Visit host Hannah'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, host Caitlin Bricker sits down with Heidi and William Schneider, the husband-and-wife team behind Tea Jams—the world's first organic fruit jam infused with tea that's redefining what a pantry staple can be.

Chef William, a Culinary Institute of America graduate, started making Earl Grey syrups for Mother's Day brunches at a local inn where quilting groups raved about the flavor. He transformed those syrups into jams with 40% less sugar than traditional options, using only organic whole fruit instead of juice concentrates. Heidi, a special education teacher with a background in social media marketing, joined forces with William to build the brand's visual identity and community presence.

Throughout the conversation, the Schneiders share how their relationship literally grew alongside their business—they met on Hinge, got engaged while visiting their first retailer in Miami, and hosted their first pop-up on their one-year wedding anniversary. They've handcrafted nearly 20,000 jars between the two of them while keeping their full-time jobs, proving that small businesses (really small—just the two of them!) can make big impact.

You'll also learn about Tea Jams' versatility—from toast topping to mocktails at farmers markets to marinades for fish—and how they landed in Harney & Sons gift sets and Murray's Cheese at Grand Central Terminal (where they used to meet for dates!). The episode explores their retail vs DTC strategy, why the definition of "small business" needs to change, and how they're building authentic brand partnerships with established companies.

Listen now to hear their infectious energy and learn how two people are disrupting an industry that's "been asleep for a little bit."

Listen in as they share about:

Meeting on Hinge & Growing the Business Together
From Earl Grey Syrup to Tea-Infused Jam
The Difference Between Jam and Jelly (and Why It Matters)
Handcrafting 20,000 Jars While Working Full-Time Jobs
Building Collaborations with Harney & Sons and Local Cafes
Retail vs DTC Strategy and Farmers Market Success
What "Small Business" Really Means
The Versatility of Tea Jams: Mocktails, Marinades & More

Episode Links: 
https://www.tea-jams.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.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 @startupcpg
Visit host Caitlin's Linkedin 
Questions or comments about the episode? Email Daniel at [email protected]
Episode music by Super Fantastics