The Startup CPG Podcast

In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Chef V (Vasudeva Rama Subramanian), founder of Alchemy of Food—a sauce brand built on the principle that "real ingredients make real magic." After losing his sense of taste and smell from COVID-19 as a professional chef, Chef V took a sabbatical from the restaurant world and rediscovered his palate through clean eating. That devastating experience led to the creation of Alchemy of Food, a line of sauces made with real ingredients, no ultra-processed junk, and no ingredients you can't pronounce.

Chef V shares his journey from attending the Culinary Institute of America (which he calls "the Hogwarts of cooking schools") to opening restaurants around the world for well-known chefs, to winding down his restaurant career after COVID and launching a CPG brand. The conversation explores the moment he realized he couldn't smell cinnamon and cardamom in his rice, how honey from a local beekeeper became the foundation for his first sauces, and why he sold at five farmers markets a week in summer 2025 to validate product-market fit before scaling.

Throughout the episode, Chef V discusses the transition from buying 5 pounds of honey for a restaurant to sourcing 55,000 pounds for CPG production, why he's a trendsetter (not a trend follower) who champions local ingredients like Tennessee honey and Carolina spices over imported truffles, and how his chipotle maple sauce became a crowd favorite with its time-release mechanism (sweet first, smoky second, heat third). He also shares his experience as a Shelfie Awards finalist, getting selected for Sprouts' innovation set, and what it's like to see his products on shelves next to industry giants like Yellowbird and Momofuku.

Whether you're a chef-turned-founder navigating the science of CPG (pH levels, refractor readings, specific density), sourcing local ingredients to build a differentiated product, or building a self-funded brand while navigating the immigrant founder experience, this conversation offers honest lessons on transferring restaurant principles to CPG, staying true to your ingredient philosophy, and finding community in an industry that celebrates diverse flavors.

Listen in as they discuss:

Chef V's background: Culinary Institute of America, opening restaurants worldwide, and the devastating moment he lost his sense of taste and smell from COVID
What it's like to fake tasting food as a chef when you can't smell cinnamon or taste cardamom—and the fear it might never come back
How a local Tennessee beekeeper's surplus crystallized honey became the foundation for Alchemy of Food
Selling at five farmers markets a week in summer 2025 to validate product-market fit before scaling
The transition from restaurant to CPG: buying 5 pounds vs. 55,000 pounds of honey, and the science of pH levels, refractor readings, and co-packer partnerships
Why honey and maple syrup over other sweeteners: being a trendsetter (not a trend follower) with local ingredients like Tennessee honey and Carolina spices
Chipotle maple sauce's time-release mechanism: sweet first, smoky second, heat third—and becoming a Shelfie Awards finalist
Getting selected for Sprouts' innovation set and the distributor onboarding process that "brokered world peace and almost found the cure for cancer"
Favorite pairings: bacon-wrapped dates with chipotle maple, hot honey on pizza and ice cream, salsa verde on everything
Navigating the immigrant founder experience: celebrating diversity, expanding palates, and why we need more flavors from diverse backgrounds

Episode Links:

Website: https://www.theflavorsmith.com
Alchemy of Food LinkedIn: https://www.linkedin.com/company/the-flavorsmith/
Chef V. LinkedIn: https://www.linkedin.com/in/vasisht-r-1814b69/ 
Available at: Sprouts (Innovation Set), Amazon, UNFI WholesaleDon'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 sits down with Leana Salamah from the Specialty Food Association, John Lane from The Raley's Companies, and Marc Brown, founder of ONOIN—to recap the Winter FancyFaire* 2026 in San Diego. After 18 months of planning, the SFA brought together 10,000 attendees and over 1,000 brands for three days of 70-degree sunshine, meaningful buyer-brand connections, and a reimagined trade show experience that integrated San Diego's culinary scene into every corner of the event.

Leana shares how the show evolved from a traditional trade show format into something that felt fresh, innovative, and community-driven—featuring restaurant takeovers, neighborhood activations, and a show floor designed to create a journey through specialty food trends. John discusses why he made the trek from Northern California to scout innovation for Raley's Get Curious initiative, what trends he's tracking for the back half of 2026 (hello, sense maxing and Protein 2.0), and how 20-30 brands from the show will land on Raley's shelves in the next 7-8 months. Marc pulls back the curtain on what it's really like to exhibit as an emerging brand—from missing the first hour because of a wedding in New York to getting swarmed by buyers the moment he arrived, to landing tangible retailer acceptances and building a pipeline for the next 6-12 months.

Throughout the episode, the group discusses the magic of the Startup CPG section (and why brands fight to get in), the importance of a 60-70% buyer-to-brand ratio, why Fancy shows offer the perfect middle ground between distributor deal-making and Expo's overwhelming scale, and how to use trade shows strategically across the year. They also preview what's coming for Summer Fancy Food in New York City (June 28-30)—and why you should book your hotel NOW because of the World Cup.

Whether you're deciding which trade shows to invest in, looking to understand what buyers are really seeking at events, or wondering how to maximize ROI from your booth investment, this conversation offers honest reflections on what makes a trade show worth it—and why Winter Fancy Fair 2026 set a new standard.

Listen in as they discuss:

Winter FancyFaire* 2026 recap: San Diego, 10,000 attendees, 1,030 brands, and 70-degree sunshine
How SFA reimagined the trade show experience with city activations, restaurant takeovers, and culinary integrations
The "sense maxing" trend of 2026: multi-sensory flavor experiences as pushback against AI
Why Raley's came to scout innovation: planning the back half of 2026 and spotting trends 6-7 months early
John Lane's trend predictions: Protein 2.0 (protein + fiber + benefits) and ready-to-drink broths making a comeback
The Startup CPG section advantage: curated brands, high buyer traffic, and a family atmosphere
Marc Brown's first-timer experience: missing the first hour, getting swarmed by TJ Maxx and Whole Foods, and landing retailer acceptances
Why the 60-70% buyer-to-brand ratio matters—and how it creates better conversations
The "How Do Retailers Spot Innovation" panel: standing room only with buyers from Raley's, Thrive, Whole Foods, and CVS
How 20-30 brands from Winter Fancy Fair will land on Raley's shelves in the next 7-8 months
Using trade shows strategically: distributor shows for deals, Expo for scale, Fancy for meaningful buyer relationships
Building friendships booth-to-booth: why CPG is a team sport and your booth neighbor is your future resource
The value of expert one-on-ones at Fancy: free sessions with buyers like CVS's Lauren Castro
Summer Fancy Food preview: June 28-30 in NYC—book hotels NOW because of the World Cup
Why going slow, building relationships, and playing the long game wins at trade shows

Episode Links:

ONOIN: https://eatonoin.com/ 
Marc Brown LinkedIn: linkedin.com/in/marc-brown-41500546/?skipRedirect=true 
John Lane LinkedIn: https://www.linkedin.com/in/johnlane-raleys/ 
Raley's Get Curious: https://www.raleys.com 
Leana Salamah LinkedIn: https://www.linkedin.com/in/leanasalamah/ 
Specialty Food Association: https://www.specialtyfood.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.
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

You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Hayden Williams, Partner at BrandProject, to explore what pre-launch investors look for in consumer brands—before there's even a product name or revenue. The conversation unpacks the Wonderbelly acquisition by P&G, revealing what drives conviction at the idea stage and how authentic brand building in overlooked categories can lead to strategic exits.

Hayden shares how BrandProject approaches pre-launch investing with 1-3M checks, often becoming the first money in before founders have finalized their company name. He breaks down the Wonderbelly case study: how two brothers reimagining gut health with clean-label antacids went from "Ginger Health" and "Aunt Acid" to a P&G acquisition in just over four years. Drawing from this portfolio success, Hayden reveals the three pillars of pre-launch conviction—founder-market fit, compelling problem-solution, and timely category opportunity—and explains why bringing humor and levity to unsexy, stigmatized categories creates authentic consumer trust that strategics can't easily replicate.

Throughout the episode, listeners gain practical insights on crafting pre-launch fundraising narratives, understanding what "right time to build" actually means, and why explicit customer personas drive everything from packaging to retail execution. Hayden discusses the investor-founder working relationship post-check, why fundraising remains challenging even with strong traction, and what makes brands attractive acquisition targets beyond distribution. Whether you're raising pre-launch, building in an overlooked category, or curious how early investors evaluate ideas before traction exists, this conversation offers a transparent look at pre-revenue investing and strategic exits.

Listen in as they discuss:

How BrandProject invests pre-launch with 1-3M checks before product names exist
The Wonderbelly story: from idea stage to P&G acquisition in 4+ years
Three pillars of pre-launch conviction: founder-market fit, problem-solution, category timing
Why Lucas's personal digestive health struggles created authentic founder-market fit
Identifying ripe categories: gut health aisle frozen in time with 100-year-old brands
Pre-launch diligence focus: evaluating team and market without product or revenue
The importance of explicit customer personas in driving packaging and retail strategy
DTC launch validation and the transition to retail with exclusive Target launch
Post-investment working relationship: monthly calls and perspective sharing
Why fundraising remained challenging despite hitting successive milestones
Consumer psychology and brand world-building: choosing fun over traditional positioning
What strategics look for: authentic consumer trust and master brand potential
The value of levity and humor in destigmatizing unsexy categories
Critical founder traits: grit, perseverance, and not taking yourself too seriously
What excites Hayden next: clean medicine in overlooked aisles and defensible IP
Advice for aspiring investors: build operating experience and send great deal flow

Episode Links:

BrandProject
 Website: https://www.brandproject.com
LinkedIn: https://www.linkedin.com/company/brandproject-lp/ 

Hayden Williams - Partner, BrandProject
 LinkedIn: https://www.linkedin.com/in/howillia/
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

You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Kartik Das, founder of Doosra, a modern Indian snack brand bringing a fresh perspective to South Asian flavors. Kartik shares his journey from growing up in Chennai and Singapore to building a food brand in New York that celebrates the rich, diverse snack culture of India. Drawing from his background as a classically trained French chef, he explains how Doosra combines the essence of traditional Indian snacks with unexpected twists—like a subtle touch of sweetness—to create unique, crave-worthy experiences.

Throughout the conversation, Kartik reflects on the inspiration behind Doosra’s name, which means “different” or “other,” and how it perfectly captures his approach to doing things his own way. He discusses the brand’s evolution—from humble beginnings at farmers’ markets with handmade packaging to its now-recognizable bright orange design and playful mascot, Ladu. Kartik also opens up about his deliberate decision to grow sustainably, focusing on building strong relationships with retailers, engaging directly with customers through sampling events, and prioritizing quality over rapid expansion.

Gain insight into the broader South Asian CPG movement, as Kartik highlights dozens of fellow brands driving awareness and collaboration within the category. He emphasizes the importance of community over competition, thoughtful branding, and authenticity in every aspect of business.

Tune in to hear how Doosra is redefining what it means to snack differently—and discover the power of culture, creativity, and connection behind every bite.

Listen in as they share about:
Founding Doosra and the Brand’s Meaning
The Flavor Philosophy
Brand Identity and Packaging Evolution
South Asian Representation in CPG
Community and Growth Strategy
Retail, Partnerships, and Product Testing
Upcoming Collaborations and Initiatives
Lessons for Entrepreneurs

Episode Links:
Website: https://eatdoosra.com/
LinkedIn:  https://www.linkedin.com/in/daskartik/ 

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

You can find Little Sesame nationwide at retailers like Whole Foods and Sprouts, or order directly online. Visit eatlittlesesame.com —and use code STARTUPCPG for 20% off your order.

In this episode of the Startup CPG Podcast, hosts Daniel Scharff and Patricia Menegoto deliver the definitive preview of Expo West 2026, walking through every Startup CPG event and opportunity during the industry's most important week in Anaheim.

The conversation covers Monday's Grocery Run with Gelson's 2.0 in Venice (bigger venue after last year's sellout), Tuesday's Kickoff Dinner at the Anaheim White House featuring industry leader dinners alongside main networking with buyers from Ahold and Whole Foods, the curated Startup CPG section with 20 brands and 500+ one-on-one buyer meetings, Wednesday's transformed Alley Rally (now 50 brands sampling in grocery run format with the top brand winning a free 2027 booth), and Thursday's Founders Dinner at Poppy and Seed designed for authentic founder-to-founder connections.

Daniel and Patricia emphasize tactical strategies: always bring cold product to events, wear brand swag, apply early for sampling opportunities, and don't be intimidated to come solo. They share Startup CPG's culture of radical welcomeness—team members actively introduce people standing alone, making events feel like "camp reunion" rather than transactional networking. Patricia highlights her favorite section brands (Lupini pizzas, Pisca hot sauce) while Daniel emphasizes that Expo success comes from relationships built, not just immediate sales.

Listen in as they discuss:

Monday Grocery Run with Gelson's: entire buying team + CEO attending, brands getting distribution on the spot
Tuesday Kickoff Dinner: 300 attendees, industry leader dinners (ops, sales, e-commerce, finance, foodservice), confirmed retailers
Startup CPG section: 20 brands, 500 buyer meetings, 30+ retailers scheduling appointments throughout show
How sampling applications work: retailers pick brands they want to meet, not random selection
Alley Rally evolution: 1,300+ attendees, expanding from 12 to 50 brands sampling, grocery run format
Thursday Founders Dinner: intimate evening focused on authentic connections without pitching pressure
Tactical advice: bring cold product everywhere, wear brand swag, buy tickets early (everything sells out)
Why founder life is lonely and meeting others facing same struggles creates lasting support networks

Episode Links:

Startup CPG Events: https://startupcpg.com/events 
Daniel Scharff LinkedIn: https://www.linkedin.com/in/danscharff/
Patricia Menegoto LinkedIn: https://www.linkedin.com/in/pmenegoto/

Don't forget to leave a five-star review on Apple Podcasts or Spotify. For sponsorship opportunities or to join the 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