The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Myriah Castillo, president of Joybyte, and Val Ponce De Leon, head of influencer at Joybyte, to dig into one of the most talked-about topics in the Startup CPG Slack: influencer marketing. Not the celebrity post-and-pray version — but the strategic, scrappy, content-engine approach that actually moves the needle for early stage CPG brands.

Myriah opens with a reframe that changes how you think about the whole category: stop thinking about influencers as a conversion tool and start thinking about them as a content engine. From there, she and Val walk through what a real creator-led growth strategy looks like — from nano creator gifting and first-round testing to long term ambassador relationships, content repurposing through whitelisting, and the brief that took a creator who wasn't converting to $10,000 in sales in a single weekend.

They share real brand examples — including Jackson's Chips and Ice Barrel — that show what it looks like when the strategy actually works. And they get into the specifics brands at every stage need to hear: what nano and micro creators actually cost, how to set expectations from day one, when to introduce budget, and how to get the most out of every piece of content you commission.

Whether you're a founder who has never run a creator campaign, a brand that tried influencer marketing and wasn't sure if it worked, or someone trying to figure out how to stretch a limited budget, this episode is the foundation you need.
Listen in as they discuss: Why long term creator relationships beat one-off posts — and how to get there through a structured test and learn approach — What nano and micro influencers actually cost, what gifting can realistically get you, and how to set clear expectations from day one — How to repurpose creator content across paid media, organic social, email, and PDPs through whitelisting and collaborative posts — Why the content itself is the ROI and how to think about creators as a content engine rather than a conversion tool — The brief that actually works: how Joybyte analyzes a creator's existing content to find the storyline that will perform — How TikTok Shop differs from influencer marketing and why Joybyte treats them as two completely separate programs — What Joybyte's retainer model looks like and why they pass through creator costs directly to brands with no overhead markup — Ice Barrel and Jackson's Chips: two real examples of what it looks like when creator-led growth catches lightning in a bottle

Episode Links: 
Myriah Castillo – President, Joybyte 
LinkedIn: https://www.linkedin.com/in/myriah-castillo-b646b8168/ 

Val Ponce De Leon – Lead Strategist, Joybyte 
LinkedIn: https://www.linkedin.com/in/valerie-ponce-de-leon-3a962a143/ 
Joybyte Company LinkedIn: https://www.linkedin.com/company/joybyte/ 
Website: https://joybyte.com/ 

Download the free Creator-Led Growth Playbook: https://joybyte.com/creator-led-whitepaper

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

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host and managing editor Caitlin Bricker sits down with three emerging brands to unpack what Expo West really looks like on the ground — from first-time exhibiting to scrappy Alley Rally wins to landing a yes from a buyer on the spot.

First up is Taylor Blue, founder of Little Latke, the first shelf-stable potato crisp inspired by the crispy edges of a traditional potato latke. Taylor shares what it was like to exhibit at Expo West for the first time, why she chose the Startup CPG section, and how she used the show to launch not just a new and improved formula (now non-GMO and seed oil free), but two brand new flavors — Garlic Parmesan and Spicy Honey Dijon. She also opens up about what she'd tell any first-time exhibitor who's on the fence.

Next, Caitlin talks to Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates — dark chocolate covered, nut butter stuffed Medjool dates in four flavors. Gabriella shares the full emotional story of attending Alley Rally on a shoestring, including a broken washing machine, sample packs that wouldn't open, shirtless models with QR code tattoos at a Venice event the night before, and a vote count that first broke their hearts before ultimately delivering the news that they'd won a free booth at Expo West 2027.

Finally, Jesse Suarez, founder of Hola Mija Chips — one of the first tallow tortilla chips on the market, made with nixtamal corn and beef tallow — breaks down his experience with Startup CPG's one-on-one retailer meetings, including how a meeting at Winter Fancy Food in San Diego helped close a deal with Buy Rite a week later, and how a 10-minute conversation at Expo West ended with a buyer saying yes on the spot.

Listen in as they cover: 
What it's actually like to exhibit in the Startup CPG section for the first time, from sampling strategy to sample counts to the community energy on the floor
How Gato Dates went from a washing machine disaster and second place to winning a free Expo West 2027 booth
Why one-on-one retailer meetings are open to all Startup CPG community members, not just brands exhibiting in the section 
How Jesse's patience with Sprouts, Buy Rite, and Mother's Market paid off over months and multiple touch points
Why showing up repeatedly — even when you hear no — is one of the most powerful things a founder can do

Whether you're a first-time exhibitor trying to figure out how to make Expo worth it, a brand who's never heard of Alley Rally, or a founder who keeps getting passed over for one-on-ones and is starting to lose hope, this episode is for you.

Episode Links:
 
Little Latke Website: https://www.littlelatke.com
Little Latke LinkedIn: https://www.linkedin.com/company/little-latke/
Taylor Blue LinkedIn: https://www.linkedin.com/in/taylor-blue-91402199/

Gato Dates Website: http://www.gatodates.com
Gato Dates LinkedIn: https://www.linkedin.com/company/gato-dates/
Gabriella Labi LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/
Tonya Reznikovich LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/

Hola Mija Chips Website: http://www.holamijachips.com
Hola Mija Chips LinkedIn: https://www.linkedin.com/company/hola-mija-chips/
Jesse Suarez LinkedIn: https://www.linkedin.com/in/jesse-suarez-796b55350/
Hola Mija on Faire: https://www.faire.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 (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 Hannah Dittman sits down with Craig Dubitsky, Co-Founder and CEO of Happy Products — a modern beverage brand reimagining how coffee can make us feel. Craig is one of CPG's most iconic brand builders, having created category-defining household staples like eos and hello. With hello, he built the fastest-growing oral care brand in North America before its acquisition by Colgate, where he went on to serve as Chief Innovation Officer. His newest venture, Happy Products, was co-founded alongside Robert Downey Jr. and launched in partnership with NAMI (National Alliance on Mental Illness) — the largest grassroots mental health organization in America.

Craig brings decades of hard-won experience across brand building, capital management, fundraising, and navigating strategic partnerships through acquisition. In this episode, he shares the lessons that shaped him, what founders should have in place before embarking on a fundraise, and the mental models he uses to build things people genuinely fall in love with.

Craig and Hannah dig into the full arc of building a brand from zero: why advisory boards are one of the most underused fundraising tools, how to pitch investors without your hat in hand, and why the obsession with valuation and dilution often misses the point entirely. He also unpacks what made hello attractive to Colgate, why "exit" is the wrong word for what happens when a strategic acquires your company, and why everything costs more and takes longer than you think — no matter how many times you've done it.

Listen in as they cover:

Craig's winding career path: derivatives trading, relocation startups, Method, eos, hello, Colgate, and now Happy Products
Why Happy isn't a coffee company — it's in the "Happy business," with coffee as the delivery system
How NAMI ended up on Happy's cap table from day zero — and what makes that different from typical purpose-driven brand partnerships
Why the magic of a brand is harder than the math — and why getting the magic right usually takes care of the math
The advisory board strategy: how to stack the deck before you have traction, revenue, or a full team
What investors actually want to see: identified manufacturers, cost of goods, margin assumptions, retailer interest, and team
Why founders who obsess over valuation and dilution are asking the wrong questions
The story of hello's first toothpaste bottle — a packaging pivot that almost never happened, and why it's a masterclass in listening to the market
What made hello irresistible to Colgate: cross-channel distribution, strong repeat, brand differentiation, and a team that could execute at pace
Why Craig calls the Colgate deal an "entrance," not an exit
His most important piece of capital advice: always plan for it to cost more and take longer

Whether you're a first-time founder or on your fourth company, this episode is a masterclass in building with intention, raising with humility, and creating things people want to have in their lives forever.

Episode Links:
Happy Products: happyproducts.com 
Craig Dubitsky on LinkedIn: linkedin.com/in/craig-dubitsky-40612 
Happy Products on LinkedIn: linkedin.com/company/we-are-happy-products
NAMI (National Alliance on Mental Illness): nami.org / 988 Suicide & Crisis Lifeline

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

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Matt Beaman, co-founder of Goodburn Sauce Co., a regenerative, farm-focused hot sauce brand based in Austin, Texas with a deep love for rare and exotic chili peppers from around the world.

Matt shares how a career that took him from writing for kids' television to Disney marketing to Facebook brand management ultimately led him back to Austin — and into the world of hot sauce. He introduces co-founder Carson Hoovestol, a reggae dub producer and longtime natural products retail veteran who has been plant-based for decades and brings an encyclopedic knowledge of produce and ingredients to the brand.

Together, they dig into the origin of Goodburn's anchor ingredient — the Papa Dreadie Scotch Bonnet pepper, a legendary Austin variety with roots in Jamaica and a backstory that involves a beloved local character, a reggae scene, and a frozen stash of heirloom seeds that arrived like something out of Jurassic Park. Caitlin shares her own personal favorite, the Arbol Primo, and makes a strong case that the hot sauce market is far less saturated once you actually taste what's inside the bottles.

Listen in as they cover:

How a friendship, a garden, and a legendary pepper variety became a hot sauce brand — How dates and fruit replace sugar in Goodburn's sauces — and why there are zero natural flavors, artificial flavors, or preservatives — The regenerative farming philosophy behind the brand and the Texas and California farm partners making it possible — What the "Goodburn zone" actually means and why finding that heat sweet spot is harder than it looks — The branding story behind Goodburn's standout label, from the OG designers to creative director Zach Shapiro — Where Goodburn is currently carried, including a recent acceptance into Central Market — What's coming next: South American, African, and Chinese pepper-inspired sauces and a first funding round

Whether you're a founder navigating a crowded condiment aisle, a buyer looking for a premium hot sauce with a real story behind it, or a heat lover who's tired of sauces that are either too mild or too punishing, this episode is for you.

Episode Links:
 
Goodburn Sauce Co. Website: https://www.goodburnsauce.com
Instagram: https://www.instagram.com/goodburnsauceco
Matt Beaman on LinkedIn: https://www.linkedin.com/in/johnmatthewbeaman/
Faire: https://bit.ly/3QecJ53

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

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.

In this special episode of the Startup CPG Podcast, host Daniel Scharff and Managing Editor Caitlin Bricker — a former retail buyer — run a live pitch practice session recorded on YouTube Live, where founders jumped up to deliver their 30-second pitch and got direct, actionable feedback in real time. The result is one of the most broadly useful episodes we've ever put out: whether you pitched or just watched, the feedback applies to you.

Eleven brands across food, beverage, supplements, and pet stepped up: an Ayurvedic wellness tea, a kava seltzer, a low-carb donut and cookie brand, an umami seasoning, a women's hormonal health supplement powder, a pet training treat in a portable tube, a dessert butter, and a salon-quality cuticle oil line. Every pitch got something different — and every piece of feedback is worth hearing.

Together, Daniel and Caitlin break down the mechanics of a strong pitch: why your energy matters more than your talking points, how to proactively answer the buyer's unspoken questions, why uptalk will quietly kill your credibility, and what it means to actually lead with your product.

Listen in as they cover:
Why energy and confidence beat a perfectly memorized script every time
The single question every buyer is thinking but won't always ask: will this actually sell?
Camera setup, lighting, and the small technical details that make a big impression on Zoom pitches
Why "first ever" is a phrase to avoid — and what to say instead
How to use proof points, velocity data, and repeat purchase rates to earn trust fast
What adaptogenic actually means — and why you need to know before you say it
When your founding story helps you and when it costs you valuable pitch time
Why D2C traction and social following should come up earlier than most founders think

Brands featured: 
Ayursome Wellness, Kaviva, Good Journey, Zenbroth, Bagelverse, Ramen Bae, Cali Nutrition, Doggo Sessions, Oh My! Dessert Butter, Theniya, Tiara Natural Deodorant

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 
Visit host Caitlin's Linkedin 
Questions or comments about the episode? Email Daniel at [email protected]
Episode music by Super Fantastics

If you’re interested in learning more about the science behind Cognizin,
Head to www.cognizin.com to learn more.