The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Megan Westgate—founder and CEO of the Non GMO Project—to introduce her groundbreaking new certification: Non UPF Verified. With nearly two decades of experience in food integrity, Megan unpacks why ultra processed foods are driving a global health crisis, how the new standard was designed to fill a critical gap in the marketplace, and what it means for brands, retailers, investors, and consumers alike.
Megan shares the origin story of the Non GMO Project—starting from a laptop on her bedroom floor with no desk and no salary—and draws powerful parallels to the cultural moment we're in now around ultra processed foods. She explains how the Non UPF Verified standard was designed to find a meaningful middle ground: not rubber-stamping all industrially produced food, but also not making the bar so high that no brand can realistically achieve it. The standard requires that at least 70% of a verified product's ingredients be minimally processed, prohibits ultra processed ingredients like hexane extraction and non-nutritive sweeteners, and sets category-specific limits on refined added sugars.
The conversation dives into what ultra processed really means (and why the definition is more contested than you'd think), how this standard differs from organic and Non GMO, and why 52% of consumers now say degree of processing is their number one concern when buying food—more than GMOs or organic. Megan also shares early momentum: 300+ brands on the waitlist, 115 products already verified through the pilot, and early adopters including Amy's, Simple Mills, and Spindrift.
Whether you're a founder formulating a new product, a brand considering certification, or a buyer trying to make sense of the UPF conversation, this episode is essential listening.
Listen in as they discuss:

How the Non GMO Project started from scratch—one laptop, no desk, no salary—and what made it take off
What "ultra processed" actually means and why the definition matters so much
The Non UPF Verified standard: prohibited ingredients, the 70% minimally processed requirement, and category-specific sugar limits
How Non UPF Verified differs from organic, Non GMO, and clean label claims
Why 52% of consumers cite degree of processing as their top concern—surpassing GMOs and organic
The business case for early-stage brands to formulate for this standard from day one
What the certification process looks like: document-based, no on-site inspections, no testing required
How legacy CPG brands are responding (spoiler: new product launches, not reformulations)
Early pilot brands: Amy's, Simple Mills, and Spindrift
Where to find the standard, consumer research, and how to get started at non-ultra-processed.org

Episode Links:
Megan Westgate – Founder & CEO, Non-GMO Project + Non-UPF Verified
🔗LinkedIn: https://www.linkedin.com/in/meganethompson/
🔗Non UPF Verified LinkedIn: https://www.linkedin.com/company/non-upf-verified/
🌐 Website: https://www.nonultraprocessed.org/
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 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 Jamie Borteck, independent board member and advisor, to explore what it really means to bring an experienced operator into your corner—and why the right advisor can be the difference between surviving and scaling. The conversation dives deep into the advisor-founder dynamic, what makes a brand compelling to a seasoned operator, and why building the financial and operational foundation of your business early is non-negotiable.

Jamie shares his path from brand management training at Kraft Foods (Chips Ahoy, Ritz, Back to Nature, 100 Calorie Packs) to scaling high-growth startups including Food Should Taste Good (acquired by General Mills), Justin's (acquired by Hormel), and Grillo's Pickles (acquired by King’s Hawaiian)—each a chapter in over 20 years of CPG leadership. After years of presenting to boards, traveling relentlessly, and building businesses from scrappy startup to national category leader, Jamie channeled everything he learned into JCB Growth, a board-level advisory practice helping emerging CPG founders navigate growth strategy, leadership inflection points, and the journey toward exit.

Throughout the episode, Jamie shares how he evaluates brands and founders (product, brand name, founder energy, velocity data, margin structure, and scalability), what the ideal advisor-company relationship looks like in practice (weekly check-ins, catered to life stage and founder needs), and why the advisor role is as much about being a trusted thought partner and confidant as it is about strategic guidance. He also offers a compelling perspective on D2C as a proof-of-performance strategy for early-stage brands seeking investment, and why building brand equity before jumping into national retail may be the smarter path.

Whether you're a founder wondering when to bring on an advisor, an operator thinking about transitioning to an advisory role, or a brand trying to understand what board-level support actually looks like, this conversation offers clarity, candor, and a lot of hard-won wisdom from someone who has been in the weeds—and come out the other side.

Listen in as they discuss:
Jamie's path: Kraft Foods (Chips Ahoy, 100 Calorie Packs) → Food Should Taste Good → Justin's → Grillo's Pickles → Independent Advising
How to evaluate external partners: match gaps, life stage understanding, category knowledge, and mutual fit
What the ideal advisor relationship looks like: weekly one-on-ones, situational support, catered to founder style and business needs
Advisor vs. fractional: strategic mentorship and thought partnership vs. operational execution
The lifecycle of an advisorship: from pre-Series A through exit, and when relationships evolve or end
How Jamie evaluates brands: brand name, packaging, founder energy, velocity data, margin structure, scalability, and exit optionality
Case studies: Rind Snacks (Matt Weiss's vision for snacking), Actual Veggies (iconic brand potential), Stone & Skillet
Lessons learned: build the foundation first—forecasting, co-packer management, cash flow planning, and margin structure
Handling obstacles well: accountability, transparency to the board, and human leadership in tough moments
D2C as a proof-of-performance strategy: why early-stage brands with D2C traction have a fundraising advantage
Why investors need data: velocity, Amazon ratings, brand metrics—not just a buyer saying "great"
When to bring on an advisor: it's a gut-level call, not a revenue milestone
Advice for operators transitioning to advising: be yourself, know where you add value, meet people organically

Episode Links:

Jamie Borteck, Independent Board Member/Advisor

LinkedIn: linkedin.com/in/jamieborteck

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, host Caitlin Bricker sits down with Emmanuel Waters and Courtney Tucker, co-founders of Old Hillside Bourbon Company—a premium spirit brand that celebrates history, heritage, and homage in every pour. What started as a pandemic-era phone call between cousins and childhood friends became one of the most compelling brand stories in the spirits industry, rooted in Black history, community pride, and a commitment to craft.

Emmanuel and Courtney share how two cousins who barely knew each other connected during the height of COVID-19 to build a bourbon brand named after Hillside High School—the oldest African American high school in the United States, located in Durham, North Carolina, one of five Black Wall Streets in America. They dig into the barriers Black founders face in a $40 billion spirits industry where African Americans represent nearly 12% of consumers but less than 1% of ownership, and explain why telling the stories that history tries to erase is at the heart of everything they do.

From the black jockeys who dominated the Kentucky Derby in the 1800s, to the trailblazing female jockeys of the early 1900s, to the Harlem Hellfighters—the first African American unit to fight in World War I—Old Hillside doesn't just make bourbon. They let the stories create the bourbon. And they've broken records doing it, becoming the fastest-selling bourbon in the state of North Carolina at their very first ABC Store demo.

Fair warning: you might get emotional. Caitlin did.

Listen in as they discuss:
How a pandemic-era DM on Instagram launched a bourbon company between cousins who barely knew each other
The history behind the name: Hillside High School and Durham's Black Wall Street legacy
Representing less than 1% of ownership in a $40 billion market—and building anyway
The Black jockeys who dominated horse racing in the 1800s, featured on their Last Ride Rye bottle
The Trifecta bottle honoring three pioneering female jockeys—and the moment two families who knew each other in the 1930s met for the very first time at an Old Hillside event
The Harlem Hellfighters release: aged 191 days, finished in French Pinot Noir barrels, proofed at 112
Breaking records at their first ABC Store demo and becoming the fastest-selling bourbon in North Carolina
Bootstrapping for six years in one of the most capital-intensive industries in CPG
Why they don't just want to be the best Black-owned bourbon—they want to be the best bourbon, period

Episode Links:

Old Hillside Bourbon Company

Website: https://www.oldhillsidebourboncompany.com

Instagram: https://www.instagram.com/oldhillsidebourbonco/

Emmanuel Waters — Co-Founder, Old Hillside Bourbon Company

LinkedIn: https://www.linkedin.com/in/emmanuel-waters-4740989a

Courtney Tucker — Co-Founder, Old Hillside Bourbon Company

LinkedIn: https://www.linkedin.com/in/courtney-tucker-79918527

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 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 attorneys Adam Marsh and Gabrielle McGonagle from Giannuzzi Lewendon—a top-tier CPG law firm working with over 3,000 brands—to tackle the most frequently asked legal questions from the 33,000+ member Startup CPG Slack community. From friends and family rounds to co-manufacturer agreements, distribution deals to exit readiness, Adam and Gabby bring a combined 25+ years of CPG legal experience to answer the real questions early-stage brands are asking.

Adam and Gabby break down the hidden complexity of raising money from people you know: why side deals with Uncle Vinnie can derail your Series A, why a term sheet matters even in a casual round, and how investor relations—yes, even with family—require consistent communication to preserve trust. The conversation digs deep into institutional fundraising prep, covering why building your data room early is one of the highest-leverage things a founder can do, and how to negotiate a term sheet that protects your board control and limits investor blocking rights before you ever get to the 50-page long-form documents.

Throughout the episode, Adam and Gabby share hard-earned lessons from the trenches: a six-figure IP ransom that nearly derailed an acquisition the week before close, a co-manufacturer whose product separated on shelf with no contractual out for the brand, and why sweat equity given to advisors and consultants can quietly balloon your cap table in ways that displease future investors. They explain how to vet distributor agreements (especially with DSDs), why specificity in your manufacturing specs is your best legal protection, and why thinking about your eventual exit should shape how you structure commercial contracts from day one.

Whether you're setting up your first entity, giving equity to an advisor, signing your first co-man agreement, or preparing for a transaction, this episode delivers honest, tactical guidance from attorneys who've made it their life's work to help CPG brands succeed.

Listen in as they discuss:
Friends and family rounds: why you need a term sheet, how side letters can wreck your Series A, and the importance of investor communication
Institutional fundraising: building your data room early, negotiating term sheets before long-form docs, and what founders should fight for (small board, limited blocking rights)
Advisor equity: stock options vs. restricted stock, tying vesting to milestones, and why sweat equity isn't as "free" as it looks
Entity formation: why LegalZoom is risky and when a boutique CPG law firm is worth the investment
Getting sued: the top threats brands face—unpapared equity promises, IP ownership disputes, and label compliance failures
Distribution agreements: termination fees, exclusivity carve-outs, deliverables, and how to negotiate with DSDs vs. broadliners
Co-manufacturer agreements: owning your IP and formula enhancements, carving out exclusivity when demand spikes, and getting specific with your specs
Exit readiness: how messy commercial contracts, hidden related-party relationships, and IP ambiguity can derail a deal at the finish line

Episode Links:

Website: https://gllaw.us/

Linkedin: https://www.linkedin.com/company/giannuzzi-lewendon-llp/

Adam Marsh – Giannuzzi Lewendon

https://www.linkedin.com/in/adam-marsh-847a8571/

Gabrielle McGonagle – Giannuzzi Lewendon

https://www.linkedin.com/in/gabrielle-mcgonagle-803b2b21/

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 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 Jesse Konig, co-founder and CEO of Jesse & Ben's, to explore what it really takes to disrupt a legacy category, raise capital in CPG, and build a fast-growing brand from the ground up. The conversation dives deep into the reality of fundraising as a first-time CPG founder, the mechanics of running a competitive investment process, and why great velocity data and fanatical customers are worth more than any polished pitch deck.

Jesse shares his unconventional path from running a food truck in Washington D.C. (serving gourmet hot dogs and hand-cut fries) to opening a burger restaurant—on a 10-year lease—right as COVID hit, to making the bold pivot into frozen CPG with Jesse & Ben's. Built on a simple but powerful idea—bringing frozen french fries back to their original glory with better-for-you oils (beef tallow and avocado oil), clean sourcing, and zero fillers—Jesse & Ben's has quickly become a true food industry darling, landing nationwide distribution at Whole Foods and Sprouts in their first full calendar year, with Target, Kroger, and Costco on the horizon.

Throughout the episode, Jesse pulls back the curtain on his fundraising journey from a friends-and-family SAFE round (20+ investors, hundreds of thousands to ~$1M) to a more institutional process driven by real velocity data, social proof, and competitive FOMO. He reveals how his valuation cap changed three times in one week once investors realized others were circling, why fundraising is a full-time job and a momentum game, and how he and co-founder Ben divided and conquered—Jesse running the investor process while Ben stood up a 6,000 sq ft production facility from scratch in 2025.

Jesse also shares what he looked for in investment partners (back-channel references, not just curated intros), how to size a fundraising round (raise more than you think you need), and why the only way to lose in CPG is to run out of money.

Whether you're raising your first friends-and-family round, preparing for an institutional process, or trying to figure out how much capital you actually need, this conversation is packed with hard-won, practical wisdom from a founder who's lived every stage of it.

Listen in as they discuss:

Jesse's background: D.C. food truck → burger restaurant → COVID pivot → frozen CPG
The origin of Jesse & Ben's: clean-sourced frozen french fries made with beef tallow and avocado oil
"Turning junk food into joy food": the brand mission and why focus wins
Vertically integrating production: opening a 6,000 sq ft frozen manufacturing facility in 2025
The first fundraise: friends, angels, and small VCs via SAFE notes on a rolling basis
Why fundraising is a full-time job and a momentum game—not a nights-and-weekends project
Running a competitive process: how FOMO moved their valuation cap three times in one week
What investors actually leaned into: velocity data, fanatical customers, social proof
How to select investors: back-channel references, horror stories, and who you want to call in a crisis
Sizing your round: raise more than you think you need and always build in a runway buffer
The only way you lose in CPG: running out of money
Advice for founders: think with the end in mind, divide and conquer, run a process

Episode Links:

Jesse Konig — Co-Founder & CEO, Jesse & Ben's
Personal LinkedIn: https://www.linkedin.com/in/jessekonig/
Website: https://www.jesseandbens.com/ 

LinkedIn: https://www.linkedin.com/company/jesse-and-bens/

Instagram: https://www.instagram.com/jesseandbens 
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