The Startup CPG Podcast

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

In this special New Year's episode of the Startup CPG Podcast, host Daniel Scharff invites three founders from the Startup CPG community to share their 2026 brand resolutions—offering practical wisdom on focus, authenticity, and strategic growth for emerging CPG brands.

Rebecca Styn, founder of Blind Tiger Spirit Free Cocktails, discusses her resolution to eliminate noise by being more intentional about opportunities. After initially going wide geographically and saying yes to numerous opportunities—from celebrity gifting to event activations—Rebecca shares why she's now focusing deep in her regional markets and being strategic about what aligns with her business goals. She emphasizes the hidden costs of "free" opportunities in beverage, where shipping often exceeds product cost and consumer purchase behavior doesn't support random sampling.

Dava Guthmiller, founder of A Dash of (a taste education platform and curated shop specializing in salt, butter, and chocolate), shares her resolution to step into the spotlight. Despite her passion for interviewing makers and sharing their stories, Dava struggles to apply the same approach to her own brand on social media. She discusses the importance of authenticity, why sharing her personal passion matters for building trust, and how she's working to showcase herself and her story online, not just the products she curates.

Andrew Schundler, co-founder of CH Matcha (a canned ceremonial-grade matcha latte), discusses his resolution to double down on what works in retail. Launching in July 2025, Andrew and his wife Chloe quickly learned that most consumers don't buy heavy beverage online. By focusing on in-person tastings and strategic retail placement—particularly sandwich shops—they've found their formula. Andrew emphasizes going deep rather than wide, learning from data, and knowing when to say "not yet" to opportunities that could stretch the business too thin.

Listen in as they discuss:
Rebecca: eliminating noise, being intentional with opportunities, saying no strategically
The hidden costs of "free" opportunities: celebrity gifting, events, product donations
Why beverage brands struggle with online sales and shipping economics
Dava: stepping into the spotlight and sharing her personal story on social media
The importance of authenticity and putting a face behind your brand
Salt education: terroir, texture, and why single ingredients deserve storytelling
Andrew: doubling down on retail execution and in-person demos
Learning from early data and finding your best-performing channels
The lily-pad growth strategy: leveraging each success to unlock the next opportunity
Going deep versus wide: strategic growth and knowing when to say "not yet"

Episode Links:

Blind Tiger Spirit Free Cocktails:
Website: https://blindtigerspiritfree.com/
Instagram: https://www.instagram.com/blindtigercocktails

A Dash Of:
Website: https://adashof.co/
Instagram: https://www.instagram.com/adashof/

CHUH Matcha:
Website: https://www.chuhmatcha.com/
Instagram: https://www.instagram.com/chuhmatcha/

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 Trevor Rechnitz, Principal at Vanterra Ventures, to explore the realities of fundraising—not just what looks good on paper, but what truly matters to investors. Trevor brings deep consumer investing experience built over nearly a decade, from sourcing and diligence to partner engagement and post-close value creation.

At Vanterra Ventures, Trevor helps evaluate and back visionary teams and companies redefining consumer health, digital health, and enabling technologies across branded products and emerging categories. Vanterra Ventures is the venture and growth equity arm of Vanterra Capital, investing $1-10M checks into seed and Series A rounds across a $6 trillion consumer health category growing 10% year over year—from supplements and functional beverages to digital healthcare and health tech infrastructure.

Throughout the conversation, Trevor breaks down common pitfalls founders encounter during fundraising and diligence processes, what makes an A+ intro call (strong problem-solution articulation and founder-market fit), and why knowing your numbers cold is non-negotiable. He shares practical insights on LTV to CAC dynamics (targeting 3x+ over 2-3 years), why gross margins north of 60-70% matter so much, and how to diagnose weak metrics by breaking them into components—AOV problems, margin problems, or repeat purchase problems (the hardest to fix).

Trevor also discusses the importance of expectation setting with investors (success = results minus expectations), why consistent monthly investor updates are one of the most correlated variables to success, and what revenue ranges typically align with each fundraising round (0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series B). Whether you're navigating your first fundraising process or looking to level up your investor relationships, this episode offers grounded, practical insights on what investors actually evaluate and how to build with intention from day one.

Listen in as they discuss:

Trevor's background: nearly a decade from PE consulting to Circle Up to Vanterra Ventures
What Ventera is: $175M AUM, $1-10M checks, seed/Series A in consumer health products, services, and tech
Common fundraising mistakes: getting defensive about risks, not knowing numbers cold, failing to interview VCs
What makes an A+ intro call: strong problem-solution-founder fit, doing homework on the fund
Advice for founders: success = results minus expectations, send consistent monthly investor updates
Why high gross margin (60%+) and repeat purchase rate are essential for consumer businesses
LTV to CAC breakdown: targeting 3x+ over 2-3 years and how to diagnose weak metrics
Revenue ranges by round: 0M pre-seed, 1-5M seed, 5-15M Series A, 15-30M+ Series B

Episode Links:

Trevor Rechnitz - Principal, Vanterra Ventures 
LinkedIn: https://www.linkedin.com/in/trevor-rechnitz-43b72582/ 

Website: https://www.vanterraventures.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 Hannah's Linkedin 
Questions or comments about the episode? Email Daniel at [email protected]
Episode music by Super Fantastics