The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Adam O'Connor, founder of Smidge Beverage—a lightly boozy 2.5% ABV vodka soda—and Josh Fischer, VP of Product at Cin7, to explore how early-stage founders can build scalable operations systems that support growth without breaking as they scale.Adam shares his journey launching Smidge Beverage, a premium low-alcohol vodka soda brand in Arizona, starting with self-distribution before transitioning to third-party distributors. With a finance and supply chain background, Adam knew from day one that having proper systems in place—particularly inventory management—would be critical to scaling efficiently. He implemented Cin7 pre-revenue, recognizing that without an end-to-end system to track inventory, lot codes, expiration dates, and invoicing, operations would quickly become unsustainable as the business grew.Throughout the conversation, Adam discusses the realities of self-distribution in the alcohol industry (navigating three-tier systems, building retailer relationships, delivering and merchandising products himself), why he chose to invest in inventory management before his first production run, and how systems like Cin7 allowed him to focus on growing the business rather than manually tracking ingredients and managing spreadsheets. Josh provides the Cin7 perspective on what founders need to know about inventory management, why the transition from "brand builder" to "operations economist" typically happens around the 12-month mark, and how proper systems enable better inventory forecasting, sales channel expansion, and warehouse efficiency.Whether you're launching a CPG brand, scaling self-distribution, or wondering when to implement proper back-office systems, this conversation offers honest lessons on why getting infrastructure right early matters, how to avoid common pitfalls when implementing inventory management software, and why founders who prioritize operations alongside brand-building are better positioned for sustainable growth.Listen in as they discuss:Adam's journey: finance background in wine and spirits, launching Smidge Beverage (2.35% ABV vodka soda)Implementing Cin7 inventory management pre-revenue: why systems matter from day oneSelf-distribution realities: navigating three-tier alcohol systems and building retailer relationshipsWhen to transition from self-distribution to third-party distributorsThe three stages of CPG growth: inventory forecasting, sales expansion, operations efficiencyWhy founders shift from "brand builder" to "operations economist" around 12 monthsSetting up SKUs, lot codes, expiration tracking, and integrations (QuickBooks, Shopify, EDI)Tips for implementation: focused onboarding, outsource accounting, learn systematicallyKey CPG tech stack: inventory management, accounting, Shopify/EDIEpisode Links:Cin7:Get 50% off your first 3 months: https://bit.ly/458bcCYLinkedin: https://www.linkedin.com/company/cin7/ Instagram: https://www.instagram.com/cin7online/?hl=en Josh Fischer - VP of Product, Cin7 LinkedIn: https://www.linkedin.com/in/joshcfischer/ Smidge Beverage: Website: https://www.smidgebeverage.com/LinkedIn: https://www.linkedin.com/company/smidge-beverage/ Instagram: https://www.instagram.com/smidgebeverage/?hl=enAdam O'Connor - Founder, Smidge Beverage LinkedIn: https://www.linkedin.com/in/adamoconnor-8519201b7/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

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Josh Wand and Sean Kelly, General Partners at the Family Fund, to explore what founders actually need to understand when navigating fundraising. The Family Fund is a deeply community-driven investment firm built by former founders who believe the best companies are built through trust, transparency, and long-term partnership.Josh and Sean bring decades of firsthand entrepreneurial experience and an incredibly deep operator and founder network, which gives them a uniquely practical, grounded perspective on investing at the earliest stages. Throughout the conversation, they unpack why asking the right questions matters just as much as having the right answers, how to truly understand deal terms and power dynamics, and why knowing an investor's focus, incentives, and target stage is critical before bringing them onto your cap table.The conversation covers the traits that consistently show up in great founders, the difference between early-stage problems (product-market fit, customer love) versus later-stage challenges (team scaling, professionalism, organizational structure), and how to think about alignment as your company grows. Josh and Sean also emphasize the importance of researching investors the same way you would research retail buyers—understanding their allocation strategy, stage focus, and whether they actually invest in your specific vertical and company size before pitching.Throughout the episode, listeners gain tactical insights on essential questions to ask investors (like "walk me through a time one of your investments struggled and how you showed up"), why raising at too high a valuation can backfire and limit future funding options, critical deal terms to watch out for (liquidation preferences, redemption rights, founder vesting resets), and why founders should optimize for the next five years—not just winning the current round. Whether you're preparing for your first institutional fundraise or evaluating investor partners for a growth round, this conversation offers honest, hard-won insights from two investors who have been in the founder seat themselves.Listen in as they discuss:Josh and Sean's backgrounds: 20+ years as entrepreneurs before co-founding Family Fund in 2022What Family Fund is: Early stage investor ($1-5M checks) with 60%+ founder and CEO LPsHow fund cycles work and what Fund 1 vs. Fund 2 means for foundersWhy researching investors matters: treating it like researching retail buyers at TargetEssential questions founders should ask investors before accepting capitalUnderstanding critical deal terms: liquidation preferences, redemption rights, and founder vesting resetsWhy raising at too high a valuation backfires and limits future funding optionsTraits of great founders and early-stage vs. growth-stage problem differencesWhy the best founders optimize for the next 5 years—not just winning the current roundFounderland 2026: Family Fund's annual gathering of 7,800+ founders, retailers, and strategicsEpisode 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

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Houston Buehrle, founder of Little Zing, a premium mustard brand rooted in a century-old Danish family recipe. Houston shares how he transformed his great-grandmother’s handcrafted condiment into a fast-emerging brand in the CPG space, known for its clean ingredients, distinctive flavor, and standout branding.Throughout the conversation, Houston discusses his commitment to ingredient integrity, his approach to product innovation, and the importance of authentic storytelling in building consumer trust. He also reflects on lessons learned from his previous venture, Bindle Bottle, and how resilience and creativity guided him toward launching Little Zing.Listeners will gain insights into grassroots brand building, the value of community-driven growth through farmers markets, and how platforms like TikTok Live are reshaping direct-to-consumer engagement. Houston also offers a preview of Little Zing’s upcoming garlic miso flavor, designed to expand the brand’s reach while staying true to its original ethos.Tune in to learn how Houston Buehrle turned a family legacy into a modern, purpose-driven brand.Listen in as they share about:The Origin of Little ZingProduct DevelopmentBranding, Packaging & DifferentiationRetail Strategy & Market GrowthThe CPG and Condiment LandscapeSampling & CollaborationsMarketing & TikTok Live StrategyCollaborations & Future VisionEpisode Links:Website: https://littlezing.com/LinkedIn: https://www.linkedin.com/in/houston-max-buehrle-40043a36/ 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 @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 Michael Brandt, founder and CEO of Ketone IQ, to explore one of the most ambitious category creation stories in modern CPG. Ketone IQ has raised significant capital, secured military research partnerships with the Department of Defense, landed major retail distribution including Target and Sprouts, and achieved mid-eight figures in revenue with a $110 million valuation—all while educating consumers on an entirely new-to-them ingredient.Michael breaks down what ketones actually are in refreshingly simple terms: a form of energy your body naturally makes that your brain loves to use. When you're fasting, exercising hard, or following a ketogenic diet, your body produces more ketones—and that's when people report feeling sharp, focused, and energized. Ketone IQ bottles that feeling, making it accessible without the restrictive diets or intense workouts. Michael traces his journey from competitive marathon runner (5:57 mile pace) experimenting with biohacks and intermittent fasting to recognizing ketones as the common thread behind peak mental performance.Throughout the episode, Michael shares the unglamorous realities of creating an entirely new category: early product development when ketones cost $30 per shot, convincing co-manufacturers to produce something they'd never made before, securing Department of Defense contracts to fund R&D, and building initial traction with special operators and elite athletes for whom cognitive performance is life or death. He discusses the strategic decision to start D2C-first to provide rich educational context that brick-and-mortar couldn't offer, how the brand's "nuclear furnace" of DTC business now fuels retail expansion, and why he wishes he'd started building his founder brand on social media earlier.Whether you're creating a new category, scaling from D2C to retail, or building a brand that requires significant consumer education, this conversation offers honest lessons on stewarding new ingredients to market, maintaining IP moats while developing ecosystems, leveraging partnerships for education at scale, and why the "job's not finished" mentality keeps founders grinding even at eight-figure revenue.Listen in as they discuss:What ketones actually are: your body's natural energy source that your brain prefersHow ketones differ from caffeine: actual cellular energy vs. blocking sleep hormonesMichael's origin story: competitive marathon running and biohacking led to Ketone IQThe keto diet connection: why low-carb eating produces ketones naturallyCreating a new category vs. entering existing ones: the Gatorade playbook for electrolytesEarly product development: when shots cost $30 and no suppliers existedSecuring Department of Defense contracts to fund R&D with special operatorsBuilding traction with elite athletes, UFC fighters, and Ironman competitors firstThe strategic decision to start D2C-first for educational context and rich consumer informationWhy 90%+ of future volume will be retail, but D2C is the "nuclear furnace" driving awarenessLanding Target, Sprouts, and Vitamin Shoppe: the "as seen on Instagram" shelf strategyNSF Certified for Sport: building trust and compliance when stewarding new ingredients to marketThe QR code strategy: always-on demos with first shot free via Venmo/PayPal reimbursementPreparing for competition: maintaining IP moats while developing category ecosystemsWhy Michael wishes he'd started founder content creation earlierThe importance of personal brand before launching: building community pre-ideaHiring smartly: bringing in Monster Energy leadership for convenience channel expansionReaching $110M valuation at mid-eight figures revenueWhat it feels like to scale: running faster, but never easier—more zeros, same obsessionEpisode Links:Ketone IQ Website: https://www.ketone.com Instagram: @ketone Founder Instagram: @michaeldbrantMichael Brandt - Founder & CEO, Ketone IQ LinkedIn: https://www.linkedin.com/in/michaeldbrant/ Instagram: @michaeldbrantDon'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, host Hannah Dittman sits down with Matt Craighead, R&D Manager at Trubar, to explore the real product development process—from initial concept and benchtop formulation to scaled production and everything in between. Matt brings a rare blend of technical depth, operator empathy, and practical insights to what is often the most misunderstood part of the CPG journey: how products actually get created.Matt shares how Trubar approaches R&D for their vegan, gluten-free, soy-free protein bars with no sugar alcohols, artificial sweeteners, or seed oils—navigating the complexities of formulation, ingredient sourcing, co-manufacturer partnerships, and scaling from home kitchen trials to commercial production. The conversation reveals the unglamorous realities of product development: why some projects take 2-4 months while others stretch to 8+ months, the critical importance of manufacturability over pure flavor perfection, and how small decisions like mixing order, line speed, or ingredient supplier changes can make or break a product.Throughout the episode, listeners gain tactical insights on managing the R&D process with project briefs and clear timelines, why formula changes should always be the last resort when troubleshooting production issues, how to balance perfection with the 80/20 principle when bringing products to market, and the often-overlooked factors like water activity, allergen control, and equipment compatibility that determine whether a product can actually be manufactured at scale. Matt also discusses when it makes sense to bring R&D in-house versus outsourcing to co-manufacturers, how to navigate SKU proliferation as brands grow, and why communication and planning ahead are non-negotiable for R&D success.Whether you're launching your first product, scaling formulations from benchtop to commercial production, or troubleshooting manufacturing challenges, this conversation offers honest lessons on what separates successful product development from costly failures—and why R&D is where everything starts.Listen in as they discuss:Matt's background: 8 years in R&D and co-manufacturing, now leading R&D at TrubarWhat Trubar is: vegan protein bars with no seed oils, sugar alcohols, or artificial sweetenersThe R&D process timeline: 2-4 months for formulation, up to 1-2 years for full commercializationMajor R&D milestones: concept, benchtop trials, ingredient sourcing, line trials, and scaled productionWhy manufacturability matters as much as flavor: the honey formulation cautionary taleThe 80/20 mindset: balancing perfection with getting products to marketWhat makes R&D go well: planning ahead, communication, and documentationCommon pitfalls: focusing too much on functionality without considering production realitiesWhy formula changes should be the last resort when troubleshooting production issuesSmall decisions with big impacts: mixing order, line speed, cooling tunnel capacity, and temperatureIngredient supplier changes and how protein powder sources affect finished productsManaging the cross-functional dance: R&D, packaging, marketing, and timeline constraintsWhen to bring R&D in-house vs. outsourcing to co-manufacturersChoosing the right co-manufacturer: communication, food safety, allergen control, and equipmentHow to manage custom formulation processes with co-manufacturersSKU rollout strategy: starting with 2-4 core flavors and expanding with seasonalsProject briefs as the foundation: flavor profile, timeline, cost targets, and macro goalsWhy water activity and allergen control are critical for ready-to-eat barsThe importance of process control documentation and detailed production notesEpisode Links:Trubar Website: https://www.trubarinc.com Instagram: @trubar.brands LinkedIn: https://www.linkedin.com/company/trubarMatt Craighead - R&D Manager, Trubar LinkedIn: [Matt's LinkedIn URL]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 Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics