Podcasts about expo west

In this special midweek drop of Retention Chronicles, Mariah Parsons dives into her first-time experience at Natural Products Expo West 2025—the largest and most influential event in the natural and organic CPG world. From breaking attendance records with over 64,000 attendees to spotlighting emerging brands and game-changing trends, this episode unpacks it all.Tune in as Mariah shares her unfiltered perspective on the overwhelming scale of the event, what it's like navigating as a first-time attendee, and the deeper industry dynamics at play (badge-checking included). She breaks down five major trends that dominated the show floor—from functional wellness and women's health, to plant-based innovation and the rise of non-alcoholic, functional beverages. Plus, she shouts out the mission-driven teams that left a lasting impression.Whether you're a brand founder, marketer, or CPG enthusiast, this recap will give you a pulse on where the industry is heading—and why Expo West is the place to be.

In this episode, we dive into the breakthrough trends and innovations unveiled at Expo West 2025. Our very own Innovation team members, Katrina Zheleznyak and Beau Bergman break down the highlights from this massive event, which brought together over 65,000 industry professionals and more than 3,000 exhibitors. From game-changing products to sustainable solutions and cutting-edge technologies, they share key takeaways that showcase what's shaping the future of food. Tune in now to discover what's next in food innovation! Note: parts of this episode were produced using the Audio Overview feature from NotebookLM, a personalized AI research assistant.

Troy Bonde and Winston Alfieri aren't selling your father's ragu. Instead, the 25-year-old co-founders of Sauz,  a bold, culture-forward pasta sauce brand, are reimagining what it means to build a modern CPG company from the ground up. And, it's working. Launched in 2023, Sauz has quickly made a name for itself with an unconventional lineup of jarred sauces, including Hot Honey Marinara, Creamy Calabrian Vodka, Miso Garlic Marinara, and Brown Butter Alfredo. The inventive flavors, combined with a strong brand voice and sharp social presence, have propelled Sauz onto the shelves of over 6,000 stores nationwide, including Whole Foods, Sprouts, Target, Wegmans, Kroger and more. In this episode, Troy and Winston dive into their journey from outsiders to industry disruptors and how a scrappy, solutions-first mindset powers everything they do. They also talk about the intentionality behind their brand's unique digital presence and why their path to being everywhere starts with obsessing over the details. Show notes: 0:25: Interview: Troy Bonde & Winston Alfieri, Co-Founders, Sauz - On location at Expo West 2025, lifelong friends and co-founders Troy and Winston share the story of how they used the proceeds from their first stint in entrepreneurship to launch Sauz. They dive into why legacy tomato sauces never resonated with them, recounting late-night kitchen experiments, early sourcing hurdles, and the crucial role a food scientist played in translating wild flavor ideas into scalable products. Troy and Winston also reveal how they convinced skeptical retail buyers that Sauz could deliver true incremental value – and the grind behind cooking sauce for 62 straight days to meet a national Target launch and how saying “I don't know” has opened doors in unexpected ways. From managing brutal supply chain stress tests to deliberately turning down more retailers than they accept, they break down how discipline and focus are fueling smarter growth. They also unpack how a “lazy” social post sparked a viral breakout, how TikTok-native content is resonating with 50+ audiences on Instagram, and their strategy for thoughtful channel expansion into club and mass. Finally, they share the tough lessons learned from retailer rejections—and how their relentless focus on innovation and digital-first brand building is catching the eye of top-tier VCs. Brands in this episode: Sauz, Rao's Carbone, Truff, Immi

Welcome to another episode of "Dishing with Stephanie's Dish," the podcast for everyone obsessed with food, cookbooks, and the stories they tell. Today, host Stephanie Hansen sits down with Jenna Helwig —a true powerhouse in the cookbook world. You may know Jenna as the creator of the Cookbookery Collective newsletter but she's also the food director at Real Simple magazine and a prolific cookbook author herself. In this conversation, Stephanie and Jenna dive into their mutual love for cookbooks, discuss the enduring charm of print in a digital world, and explore the evolving landscape of cookbook publishing, from celebrity chefs to everyday cooks and influencers.Jenna shares insights from her career, talks about the resurgence and diversity of cookbooks, and lets us in on what it's like to balance her editorial roles at Real Simple and her Substack. They chat about memorable cookbooks from childhood, the pressure (and freedom) of home cooking, and the unique joys of discovering new recipes and makers. Whether you're a cookbook collector, home cook, or just love a good food story, this episode is packed with inspiration, nostalgia, and plenty of practical wisdom. So grab your favorite cookbook, get comfy, and join us for a delicious discussion!FULL EPISODE TRANSCRIPT FOLLOWS:Stephanie Hansen:Hello, everybody, and welcome to @DishingwithStephaniesDish, the podcast where we talk to people that are obsessed with food, cookbooks, and all things in the food space. And today, I'm speaking with Jenna Helwig, and I kinda came across her mostly on Substack, which I think maybe will make her be surprised. I found her as the creator of the cookbookery collective cookbook newsletter, and I was like, hey. You're into cookbooks. I'm into cookbooks. Let's talk about cookbooks. And we got the call set up, and then she said, oh, and by the way, I am the food director of Real Simple magazine. And I was like, oh, just that small detail that I literally did not even know about you.I'm so embarrassed. Welcome to the program.Jenna Helwig:Thank you so much. Thanks for having me. And I'm thrilled that you found me through the substack because that's a newish thing for me, and I love that, you know, people are reading it.Stephanie Hansen:Yes. And I was so like, I'm just obsessed with cookbooks, and I am a cookbook writer. I'm on my second book that's coming up, and I read a lot about trying to get published and different points of view of cookbooks. And we have quite a few good cookbook authors that hail from the Midwest in the Twin Cities here. And you had, I think, done an interview with my friend Zoe from Zoey Bakes, which probably is how I found out about you.Jenna Helwig:That is probably right. Yes. Zoey. Also, I think of Amy Theilan. I know she's not right there, but she's, you know, in the vicinity. Right? So yeah. For sure. And Pinch of Yum, aren't they based in Minneapolis? So yeah.Jenna Helwig:They are. A good a good food thing going.Stephanie Hansen:Yes. And the Food Dolls just published their book. They have, like, 8,000,000 followers.Jenna Helwig:Amazing. I guess I've been through that interview. Yeah. And who is that?Stephanie Hansen:Sarah Kiefer, do you know her?Jenna Helwig:Oh, yes. Of course. Her cookies, baked goods. Yeah.Stephanie Hansen:Yeah. We are all from, the Twin Cities, and most of them have, like, specialty angles. Like, I am just a home cook, so that's sort of my point of view on the Midwest. But it has been a really great market to be in. And one of the things that I started a radio show about seventeen years ago, so we've talked a lot of these people along the way. And right when we started the radio show, you know, Facebook and Instagram were launching, and it's been such an interesting trajectory to see cookbook authors in particular. And, like, everyone's like, oh, print is dead. Like, magazines are dead.Publications are dead. And yet, you know, cookbooks are, in some respects, doing better than ever.Jenna Helwig:Yeah. I agree. I feel like they are thriving. I also feel like, you know, at least for me personally, and I do notice this though with a lot of other people that we are on our screens all the time, and we're kinda tired of it. So whether it's a cookbook or even a print magazine, like, there's just something so lovely about turning pages, just, like, shutting out everything else. No other notifications are popping up on your screen. So print is very special.Stephanie Hansen:Yeah. And it feels like you can have, like, personal one on one time with it because you can set your phone down and really immerse yourself in the story.Jenna Helwig:Yes. Exactly. We all need more of that.Stephanie Hansen:I think so. My food magazines too, you mentioned that you're the food director of Real Simple, and you guys are having your twenty fifth anniversary. Yes. And I literally before you sent me that text, I was, like, reading it. And I'm a subscriber, so I'm gonna hold up my copy here. Because I really I love food print too. I worked in the newspaper business, and I'm kind of a tactile print person also. And you had a really cool feature this month about what's the best takeaway you've ever gotten from Real Simple because you guys are in your 25th birthday. So I thought I'd ask you what your best takeaway is.Jenna Helwig:Oh my gosh. That's such a hard question. Alright. I I'm sure it's going to be food related, and I'm kinda gonna cheat and pick something from that month. I worked with Molly Ye on the beautiful birthday cake that's on the cover. And, you know, one of the things she did that I feel like I've used in other in other applications, but never for frosting, was she used instead of food coloring, freeze dried raspberry powder to make the beautiful pink frosting. And I just hadn't done that before, and it was so easy and such a kind of natural way to make something look so lovely.Stephanie Hansen:Yeah. That's funny because, yeah, and the cake, it's a it's a lemon poppy seed cake, and then it has like a a raspberry pink frosting on the outside and then raspberry jam on the inside. It really it also gives you a little bit of that raspberry flavor in the frosting, but it's not like super wet like it would be if you used real raspberries or also, like, super overly sweet if you used just jam.Jenna Helwig:You know what? That is exactly right because it lends that little bit of tartness to it too, and so it's just such a nicely balanced frosting.Stephanie Hansen:So you are a cookbook writer yourself.Jenna Helwig:Mhmm.Stephanie Hansen:I'm forgetting the name of your books. It's Minute Dinners or Dinner andJenna Helwig:“Bare Minimum Dinners.” The most Bare minimum. Yes. “Bare Minimum Dinners”. Stephanie Hansen:I'm all for that. And you've had, a number of cookbooks, I think. Aren't you? Like, you've had a few more of that too.Jenna Helwig:Yes. So I've written five books. Three of them were more in the, like, family baby toddler space. I used to be the food editor at Parents Magazine. Sure. And so that was really how I kind of got into cookbook writing. I started with real baby food and then wrote one called baby led feeding. And I will say that is by far my best selling cookbook.Jenna Helwig:You know, it's still something we actually did a reissue a couple of years ago, so I did an updated version. It's still something that parents are finding, and that just makes me so happy.Stephanie Hansen:My neighbor who just had a baby, she's gonna be two, was obsessed with that book because I just she knows I write cookbooks, and I film a TV show in my house too. So I'm always bringing them food. And when she first had the baby, she showed it to me, and she was like, have you ever heard of this book?Jenna Helwig:And it was yours. Oh my gosh. That's amazing. Well, that's so great. I'm I that's a really hard time of life as I you know, just, like, trying to figure out no one really tells you how to feed your baby, which is strange. And so I think anything that I could do to make it just less stressful, that was always my goal with those books.Stephanie Hansen:And I think that there's so much to be said about just getting dinner on the table. Like, it's almost a political act these days just to, like, be working, be taking care of your mental health, be worrying about your social time with your kids, your family, your family, aging parents, and then all of a sudden every day someone is supposed to, like, be putting all these elaborate meals on the table, like, sometimes just even surviving a day without the food, and then you have this whole other stressor on top of it.Jenna Helwig:I could not agree more. I mean, which is why I thought of bare minimum dinners. Like, it's this idea, and we do this also in real simple. You know, it's very similar. They're like I call fussy the f word. I'm like, nothing fussy, you know, especially when we're talking about recipes in the magazine. Skip the garnish. Like, you know, there's you're not putting on a show for anyone.You know? Just do what you can. That's really you know? But is it better or good is better than perfect. Done is better than perfect. Just get it done.Stephanie Hansen:And some people, like, because they feel like they're trying to live up to something in a Instagram photo, it prevents them from having a dinner party or, making food for a neighbor because maybe it's, like, not good enough. You know, just the sheer act of eating and providing food for your family, whoever your family looks like, or even just for yourself, you are gonna eat better. You're gonna have more control over what you eat. I have eaten at a million restaurants in my life, and I just find that I always feel so much better when I'm cooking at home.Jenna Helwig:I agree. I love to go out to eat. However, then if if I do that too much, I'm like, okay. I just need to reset at home. And, you know, I've also noticed that in some cookbooks, there has been this trend towards the food not being overly styled or the author doing that themselves and thinking about, like, Julia Tershen with her last book. You know, she photographed that herself, and the food looks great, but also real.Like, you could do it. And, also the book Chinese Enough that I just featured in Cookbookery Collective. You know, those recipes just don't feel like nitpicked to death. You know? They're just very naturalStephanie Hansen:looking. I feel like we might see more of that. I photographed my own book, but it was simply out of necessity because I didn't have $20 to pay someone. So I said to the publisher, well, if my Instagram's okay, I'm gonna do, like, similar to that. Is that okay? And they were like, sure. Oh, great. As we look at cookbooks as a genre, things have changed a lot because it used to be that you were a professional chef or you were a restaurant chef and you were writing about your restaurant or you were a small group of people that were super experienced in cooking, and maybe you had, you know, 10 books that you were writing in the different genres. You did vegetarian and gluten free and then dairy free.Now, like, the cookbook space is really kind of being taken up by regular people or influencers in a lot of respects. Does that, open the door for more excitement or is it sometimes do you worry that maybe the books aren't as good? Oh,Jenna Helwig:Oh, that's a tough question. I think that anything that gets people cooking is good. So I am you know, if the it is someone without a lot of cooking experience who has a book, but it still excites people to get into the kitchen, fantastic. So that's really my main goal. I do think, you know, where I am in my life, like, I really wanna learn something new from a cookbook. So that's what I personally am looking for, but there are cooks of all different, you know, ability levels and experience levels. So I think that having a variety of cookbooks that can reach everyone where they are is probably the answer.Stephanie Hansen:There is so much diversity too in cookbooks now. Like, the no offense to the old beautiful Asian cookbooks that you would get, but, you know, you didn't really feel like you could make a lot of the things out of there because maybe you didn't have the ingredients or you weren't familiar with technique. The the more recent diversity in cookbooks, it feels like you can actually make some of these things.Jenna Helwig:Well, I think that's right. Some of the things do feel more accessible. And, also, we just have access to so many more ingredients now, which is amazing. Just even at, like, regular grocery stores. My parents live in Colorado and, like, in the suburbs, and I was, you know, just driving by where I used to live. And there was an H Mart, you know, which I like, my jaw just, like, fell on the floor. There's no H Mart there when I was growing up. So the fact that I could have had access to all of those ingredients, and now the people who live in Broomfield, Colorado do is a miracle.Stephanie Hansen:That's so funny because I'm actually reading crying in H Mart right now for my book club, and it's just a delightful memoir about a woman who's experiencing the loss of her mother through the Korean cooking and heritage that she had growing up, and it's really a delightful book. It's so good. When you are thinking of what you wanna write about for your substack, because I'm in some ways, I'm surprised that you still find this topic and this genre interesting after having worked at Real Simple for five years because I've I it's almost like feels like is it too much of the food, but it it really is steeped in you. And how do you pick, like, what you wanna feature on your Substack versus what would maybe be a potential something in the magazine down the road, or is it just all the love and all of the same?Jenna Helwig:So I for real simple, you know, obviously, I get to kind of put a lot of myself into there and, you know, kind of direct that coverage, you know, pitch what I think we should cover. But I'm always doing that through the lens of our audience. You know? What and I she's usually a she. You know? What does she want? How much time does she have? What's gonna make make her life easier? So I really hyper focus on that. And a lot of it does kind of mirror my life because I am, you know, kind of similar to the real simple reader, but that's primary. I feel like with the substack, I can just do whatever I want. It's really, like, the books and the authors that speak to the me the most. It's nice to kind of have that, you know, freedom even if it's something that maybe we wouldn't cover in the magazine or might be a little more obscure.Jenna Helwig:You know? It's just fun to be able to follow my passions and my interest. And I do love food, and I really love cookbooks. So it's it's funny that I spend even extra time with them, but it really makes me so happy.Stephanie Hansen:I am hoping that in substack's evolution that we get more information about who our readers are. Because when you're, like, at a magazine, you know, you have a deep dive in your target market and the radio show, they know exactly who your p ones are. In Substack, you have followers, but you don't exactly know that much about them except basically where they come from.Jenna Helwig:That is such a good point, and I'm sure you also know so much more about this than me. I'm still I'm such a newbie. I've been a Substack subscriber for a long time. But now I just, you know, launched this, you know, like, over a month just over a month ago, and so I'm still figuring out all the analytics and everything. But I agree that that would be super helpful just to know more. Like and I'm I've also been thinking, and maybe you've done this. Like, have you done surveys of your audience, your subscribers? Yeah. And, also, like, people don't love to fill them all out. Jenna Helwig:I love surveys.Stephanie Hansen:See, I do too, but that's probably because we're, like, the publishing types. Right? So I did a survey, and it kind of mirrored what I thought from an age perspective, but I didn't get much more details than that. K. So I think if I was gonna give Substack advice, and maybe they'll ask me someday. Who knows? Mhmm. That it would be to help us understand who those markets are more because it does help you frame who you're writing for. As you look at the the newsletter, are you going to continue to speak to authors? Will you ever do recipes on your own like you've been in that space? Jenna Helwig:So I don't think I will do recipes on my own. I feel like, you know, when I have ideas for, new dishes or new, you know, like, stories. I kind of direct those to Real Simple. And I've done a lot you know, I've done all those cookbooks. So I sort of feel like the world maybe doesn't need more recipes from me. You know? I'm I'm very interested in what other people have to say. I think that I love doing these author interviews or just the interviews with other people in the cookbook community. Like, recently interviewed the woman who started Instagram's oldest cookbook club.And so she was fascinating. Oh, great. Yes. And there was such a good response to that. I'm interested in talking to people in cookbook publishing. So just really kind of anyone in that community. I I think there might be room later for more, like, reported stories.Stephanie Hansen:Yeah.Jenna Helwig:You know? That so not interviews, but, like, on a certain topic, like book design or titles or spines. I don't know. But, but I I don't think it's gonna be recipes for me. We'll see.Stephanie Hansen:It is interesting. You asked, the woman with the cookbook collection how she organized her collection, and she said by, type of food or genre. But then there's other people that I know that organize it by color.Jenna Helwig:I do that.Stephanie Hansen:Okay. And and it looks so cool. Like, when you have a huge collection, it just it looks so cool on the shelves. But I was like, oh, that would be so hard because unless you remember the color of the cookbook, how could you find it?Jenna Helwig:Yeah. You know, I will say so I live in Brooklyn, New York in a not huge apartment. So I first of all, everything has to look as tidy as possible, and color colors help with that. And I really only have room for about 250 books as opposed to, like, Deborah was saying, she has 2,000 Yeah.Stephanie Hansen:It was crazy. Thousand.Jenna Helwig:So jealous. But so somehow in my mind, I know what the color is. I don't know how to say it, but IStephanie Hansen:don't know how to catalog it. Purple one.Jenna Helwig:Yeah. So if I had more, maybe that wouldn't work.Stephanie Hansen:Yeah. Well and you okay. So you live in Brooklyn. That is such an amazing food community. Yes. And you just have so many great makers. And I do find a lot of good makers in Real Simple, like people making new artisanal products, and I had a podcast about that for a long time. That is really like, when you feel like you've discovered something that someone turns you onto and it's great, That's, like, one of my favorite discoveries about being involved in the food business, and I feel that way about cookbooks too.Jenna Helwig:Absolutely. And I think that when it comes to Real Simple, that's really one of the things that people come to us for. They trust our recommendations, you know, and things that we've discovered. And I feel like that is especially true with our holiday gift guide Yes. Which, you know, is, like, pages and pages every year. We spend months on it, you know, finding things, testing things. And believe it or not, I'm gonna be starting that again soon. But, yes, I I think that that it's such a privilege to be finding these new things and sharing them, and I think we really do get good feedback from them.Stephanie Hansen:Do you get to travel a lot around the country? OrJenna Helwig:Yeah. I mean, you know, there are certainly trips that I am taking for like, I went out to Expo West recently. Do you know that? It's a big, huge, like, food trade show in Anaheim and, went and met with a bunch of different brands, saw what was going on, what was new. So I try to take as many opportunities for travel as possible. I really love to just be out and about.Stephanie Hansen:Did you run across, at that show two gals? They have a product called Maza Chutney.Jenna Helwig:Okay. I was literally just talking to someone about this today. In fact, I was I sent a photo to my executive editor because, yes, I did meet them, and then I was at the Cherry Bomb Jubilee Yes.Stephanie Hansen:And they sampled there.Jenna Helwig:Days ago. Yes. And they sampled there, and I actually got a couple bottles. I was like, can I take that? And they let me. And so I was just I made some eggs for lunch today, and I put the cilantro chutney on top. It was so good. And I was, yeah, just telling one of my colleagues about it. So funny.Stephanie Hansen:I produce culinary markets in the Twin Cities, and they were one of the first makers that I met when I started doing this. And I was just like, oh, those those girls are onto something, and it's a family business. Their story is so great.Jenna Helwig:The branding is amazing Yep. And the food tastes great. Are they from there?Stephanie Hansen:Yeah. From the Twin Cities. Wow. They've just developed to, like a lentil spread. That's a like a hummus, but with lentils and also super flavorful and delicious. So watch for that because that's a brand new product line that they just are launching. But, yeah, weird coincidence, but Oh, funny. Yeah.Great product. When you can you can you remember your actual first cookbook that you got?Jenna Helwig:Oh, okay. So I don't I know it was a Betty Crocker, like, cooking or baking for kids book. I am not I think it was baking. I actually was trying to find the cover recently, just, like, Google search, and I couldn't. But I think that's what it was. Do you have one?Stephanie Hansen:Well, I mean, I have a few vintage.Jenna Helwig:I kinda select Yeah. It wasn't that one because it was for kids book, but I love that. It was like baking for kids or something.Stephanie Hansen:Yeah. And then did it have, did it have, like, wiener roll ups in it?Jenna Helwig:Oh my god. Maybe. The thing I remember the most were little English muffin pizzas or something like that. I remember my brother and I making those over and over.Stephanie Hansen:It I think it also had these, like, clown cupcakes.Jenna Helwig:That also sounds familiar. And maybe like cat cupcakes?Stephanie Hansen:Yes. Oh, so funny. Every year, we do a cookbook swap, and it's a super fun event. And people come and bring books that they no longer want or use, and we kinda sort them loosely in this huge room. And then we say go, and everybody, like, runs in. And however many books you bought or brought, you get to roughly take the same amount out, but you don't have to. But it's been fascinating, the books that people bring. And, I mean, I there's, like, a New York Times 1973 edition that has this recipe in it that's only in that book that's for a lamb ragu.Stephanie Hansen:And every year, I see that book come by, and I, like, pick the woman who's probably, like, twenty, twenty four. And I like press this book into her hands and I'm like, you need to have this book and you need to make the recipe on page one twenty one. And it's like three times it's happened and then they'll email me and they're like, I would have never found that recipe without you. It's such a great fun event.Jenna Helwig:That sounds wonderful. I love that idea.Stephanie Hansen:Yeah. It is really fun, and we get a lot of, like, boxes of people's recipe cards that were, like, someone's grandma's. And my radio partner and I always sort of move that stuff to the side, And then we keep it for a year and, like, go through it and look at it, and then we bring it back the next year. We've been doing this for, like, ten years. So it's been so fun to see what, like, really are in people's collections and what they get rid of. And, I mean, how many peanut butter blossom recipes there are in the world.Jenna Helwig:You know what? The world needs more peanut butter blossoms. Delicious.Stephanie Hansen:Yeah. Always delicious and always tasty. Well, it has been super fun to chat with you. I want people to follow your Substack. It is the Cookbookery Collective Cookbook newsletter, and we are with Jenna Helwig. And I'm just really appreciative for your time today. Congratulations on your twenty fifth anniversary with Real Simple. That's fun too.Jenna Helwig:Thank you so much. It's been a real pleasure to talk to you.Stephanie Hansen:Yes. Absolutely. Thanks, Jenna. Mhmm. Bye bye.Jenna Helwig:Bye.Stephanie's Dish Newsletter is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit stephaniehansen.substack.com/subscribe

Welcome to another episode of "Dishing with Stephanie's Dish," the podcast for everyone obsessed with food, cookbooks, and the stories they tell. Today, host Stephanie Hansen sits down with Jenna Helwig —a true powerhouse in the cookbook world. You may know Jenna as the creator of the Cookbookery Collective newsletter but she's also the food director at Real Simple magazine and a prolific cookbook author herself. In this conversation, Stephanie and Jenna dive into their mutual love for cookbooks, discuss the enduring charm of print in a digital world, and explore the evolving landscape of cookbook publishing, from celebrity chefs to everyday cooks and influencers.Jenna shares insights from her career, talks about the resurgence and diversity of cookbooks, and lets us in on what it's like to balance her editorial roles at Real Simple and her Substack. They chat about memorable cookbooks from childhood, the pressure (and freedom) of home cooking, and the unique joys of discovering new recipes and makers. Whether you're a cookbook collector, home cook, or just love a good food story, this episode is packed with inspiration, nostalgia, and plenty of practical wisdom. So grab your favorite cookbook, get comfy, and join us for a delicious discussion!FULL EPISODE TRANSCRIPT FOLLOWS:Stephanie Hansen:Hello, everybody, and welcome to @DishingwithStephaniesDish, the podcast where we talk to people that are obsessed with food, cookbooks, and all things in the food space. And today, I'm speaking with Jenna Helwig, and I kinda came across her mostly on Substack, which I think maybe will make her be surprised. I found her as the creator of the cookbookery collective cookbook newsletter, and I was like, hey. You're into cookbooks. I'm into cookbooks. Let's talk about cookbooks. And we got the call set up, and then she said, oh, and by the way, I am the food director of Real Simple magazine. And I was like, oh, just that small detail that I literally did not even know about you.I'm so embarrassed. Welcome to the program.Jenna Helwig:Thank you so much. Thanks for having me. And I'm thrilled that you found me through the substack because that's a newish thing for me, and I love that, you know, people are reading it.Stephanie Hansen:Yes. And I was so like, I'm just obsessed with cookbooks, and I am a cookbook writer. I'm on my second book that's coming up, and I read a lot about trying to get published and different points of view of cookbooks. And we have quite a few good cookbook authors that hail from the Midwest in the Twin Cities here. And you had, I think, done an interview with my friend Zoe from Zoey Bakes, which probably is how I found out about you.Jenna Helwig:That is probably right. Yes. Zoey. Also, I think of Amy Theilan. I know she's not right there, but she's, you know, in the vicinity. Right? So yeah. For sure. And Pinch of Yum, aren't they based in Minneapolis? So yeah.Jenna Helwig:They are. A good a good food thing going.Stephanie Hansen:Yes. And the Food Dolls just published their book. They have, like, 8,000,000 followers.Jenna Helwig:Amazing. I guess I've been through that interview. Yeah. And who is that?Stephanie Hansen:Sarah Kiefer, do you know her?Jenna Helwig:Oh, yes. Of course. Her cookies, baked goods. Yeah.Stephanie Hansen:Yeah. We are all from, the Twin Cities, and most of them have, like, specialty angles. Like, I am just a home cook, so that's sort of my point of view on the Midwest. But it has been a really great market to be in. And one of the things that I started a radio show about seventeen years ago, so we've talked a lot of these people along the way. And right when we started the radio show, you know, Facebook and Instagram were launching, and it's been such an interesting trajectory to see cookbook authors in particular. And, like, everyone's like, oh, print is dead. Like, magazines are dead.Publications are dead. And yet, you know, cookbooks are, in some respects, doing better than ever.Jenna Helwig:Yeah. I agree. I feel like they are thriving. I also feel like, you know, at least for me personally, and I do notice this though with a lot of other people that we are on our screens all the time, and we're kinda tired of it. So whether it's a cookbook or even a print magazine, like, there's just something so lovely about turning pages, just, like, shutting out everything else. No other notifications are popping up on your screen. So print is very special.Stephanie Hansen:Yeah. And it feels like you can have, like, personal one on one time with it because you can set your phone down and really immerse yourself in the story.Jenna Helwig:Yes. Exactly. We all need more of that.Stephanie Hansen:I think so. My food magazines too, you mentioned that you're the food director of Real Simple, and you guys are having your twenty fifth anniversary. Yes. And I literally before you sent me that text, I was, like, reading it. And I'm a subscriber, so I'm gonna hold up my copy here. Because I really I love food print too. I worked in the newspaper business, and I'm kind of a tactile print person also. And you had a really cool feature this month about what's the best takeaway you've ever gotten from Real Simple because you guys are in your 25th birthday. So I thought I'd ask you what your best takeaway is.Jenna Helwig:Oh my gosh. That's such a hard question. Alright. I I'm sure it's going to be food related, and I'm kinda gonna cheat and pick something from that month. I worked with Molly Ye on the beautiful birthday cake that's on the cover. And, you know, one of the things she did that I feel like I've used in other in other applications, but never for frosting, was she used instead of food coloring, freeze dried raspberry powder to make the beautiful pink frosting. And I just hadn't done that before, and it was so easy and such a kind of natural way to make something look so lovely.Stephanie Hansen:Yeah. That's funny because, yeah, and the cake, it's a it's a lemon poppy seed cake, and then it has like a a raspberry pink frosting on the outside and then raspberry jam on the inside. It really it also gives you a little bit of that raspberry flavor in the frosting, but it's not like super wet like it would be if you used real raspberries or also, like, super overly sweet if you used just jam.Jenna Helwig:You know what? That is exactly right because it lends that little bit of tartness to it too, and so it's just such a nicely balanced frosting.Stephanie Hansen:So you are a cookbook writer yourself.Jenna Helwig:Mhmm.Stephanie Hansen:I'm forgetting the name of your books. It's Minute Dinners or Dinner andJenna Helwig:“Bare Minimum Dinners.” The most Bare minimum. Yes. “Bare Minimum Dinners”. Stephanie Hansen:I'm all for that. And you've had, a number of cookbooks, I think. Aren't you? Like, you've had a few more of that too.Jenna Helwig:Yes. So I've written five books. Three of them were more in the, like, family baby toddler space. I used to be the food editor at Parents Magazine. Sure. And so that was really how I kind of got into cookbook writing. I started with real baby food and then wrote one called baby led feeding. And I will say that is by far my best selling cookbook.Jenna Helwig:You know, it's still something we actually did a reissue a couple of years ago, so I did an updated version. It's still something that parents are finding, and that just makes me so happy.Stephanie Hansen:My neighbor who just had a baby, she's gonna be two, was obsessed with that book because I just she knows I write cookbooks, and I film a TV show in my house too. So I'm always bringing them food. And when she first had the baby, she showed it to me, and she was like, have you ever heard of this book?Jenna Helwig:And it was yours. Oh my gosh. That's amazing. Well, that's so great. I'm I that's a really hard time of life as I you know, just, like, trying to figure out no one really tells you how to feed your baby, which is strange. And so I think anything that I could do to make it just less stressful, that was always my goal with those books.Stephanie Hansen:And I think that there's so much to be said about just getting dinner on the table. Like, it's almost a political act these days just to, like, be working, be taking care of your mental health, be worrying about your social time with your kids, your family, your family, aging parents, and then all of a sudden every day someone is supposed to, like, be putting all these elaborate meals on the table, like, sometimes just even surviving a day without the food, and then you have this whole other stressor on top of it.Jenna Helwig:I could not agree more. I mean, which is why I thought of bare minimum dinners. Like, it's this idea, and we do this also in real simple. You know, it's very similar. They're like I call fussy the f word. I'm like, nothing fussy, you know, especially when we're talking about recipes in the magazine. Skip the garnish. Like, you know, there's you're not putting on a show for anyone.You know? Just do what you can. That's really you know? But is it better or good is better than perfect. Done is better than perfect. Just get it done.Stephanie Hansen:And some people, like, because they feel like they're trying to live up to something in a Instagram photo, it prevents them from having a dinner party or, making food for a neighbor because maybe it's, like, not good enough. You know, just the sheer act of eating and providing food for your family, whoever your family looks like, or even just for yourself, you are gonna eat better. You're gonna have more control over what you eat. I have eaten at a million restaurants in my life, and I just find that I always feel so much better when I'm cooking at home.Jenna Helwig:I agree. I love to go out to eat. However, then if if I do that too much, I'm like, okay. I just need to reset at home. And, you know, I've also noticed that in some cookbooks, there has been this trend towards the food not being overly styled or the author doing that themselves and thinking about, like, Julia Tershen with her last book. You know, she photographed that herself, and the food looks great, but also real.Like, you could do it. And, also the book Chinese Enough that I just featured in Cookbookery Collective. You know, those recipes just don't feel like nitpicked to death. You know? They're just very naturalStephanie Hansen:looking. I feel like we might see more of that. I photographed my own book, but it was simply out of necessity because I didn't have $20 to pay someone. So I said to the publisher, well, if my Instagram's okay, I'm gonna do, like, similar to that. Is that okay? And they were like, sure. Oh, great. As we look at cookbooks as a genre, things have changed a lot because it used to be that you were a professional chef or you were a restaurant chef and you were writing about your restaurant or you were a small group of people that were super experienced in cooking, and maybe you had, you know, 10 books that you were writing in the different genres. You did vegetarian and gluten free and then dairy free.Now, like, the cookbook space is really kind of being taken up by regular people or influencers in a lot of respects. Does that, open the door for more excitement or is it sometimes do you worry that maybe the books aren't as good? Oh,Jenna Helwig:Oh, that's a tough question. I think that anything that gets people cooking is good. So I am you know, if the it is someone without a lot of cooking experience who has a book, but it still excites people to get into the kitchen, fantastic. So that's really my main goal. I do think, you know, where I am in my life, like, I really wanna learn something new from a cookbook. So that's what I personally am looking for, but there are cooks of all different, you know, ability levels and experience levels. So I think that having a variety of cookbooks that can reach everyone where they are is probably the answer.Stephanie Hansen:There is so much diversity too in cookbooks now. Like, the no offense to the old beautiful Asian cookbooks that you would get, but, you know, you didn't really feel like you could make a lot of the things out of there because maybe you didn't have the ingredients or you weren't familiar with technique. The the more recent diversity in cookbooks, it feels like you can actually make some of these things.Jenna Helwig:Well, I think that's right. Some of the things do feel more accessible. And, also, we just have access to so many more ingredients now, which is amazing. Just even at, like, regular grocery stores. My parents live in Colorado and, like, in the suburbs, and I was, you know, just driving by where I used to live. And there was an H Mart, you know, which I like, my jaw just, like, fell on the floor. There's no H Mart there when I was growing up. So the fact that I could have had access to all of those ingredients, and now the people who live in Broomfield, Colorado do is a miracle.Stephanie Hansen:That's so funny because I'm actually reading crying in H Mart right now for my book club, and it's just a delightful memoir about a woman who's experiencing the loss of her mother through the Korean cooking and heritage that she had growing up, and it's really a delightful book. It's so good. When you are thinking of what you wanna write about for your substack, because I'm in some ways, I'm surprised that you still find this topic and this genre interesting after having worked at Real Simple for five years because I've I it's almost like feels like is it too much of the food, but it it really is steeped in you. And how do you pick, like, what you wanna feature on your Substack versus what would maybe be a potential something in the magazine down the road, or is it just all the love and all of the same?Jenna Helwig:So I for real simple, you know, obviously, I get to kind of put a lot of myself into there and, you know, kind of direct that coverage, you know, pitch what I think we should cover. But I'm always doing that through the lens of our audience. You know? What and I she's usually a she. You know? What does she want? How much time does she have? What's gonna make make her life easier? So I really hyper focus on that. And a lot of it does kind of mirror my life because I am, you know, kind of similar to the real simple reader, but that's primary. I feel like with the substack, I can just do whatever I want. It's really, like, the books and the authors that speak to the me the most. It's nice to kind of have that, you know, freedom even if it's something that maybe we wouldn't cover in the magazine or might be a little more obscure.Jenna Helwig:You know? It's just fun to be able to follow my passions and my interest. And I do love food, and I really love cookbooks. So it's it's funny that I spend even extra time with them, but it really makes me so happy.Stephanie Hansen:I am hoping that in substack's evolution that we get more information about who our readers are. Because when you're, like, at a magazine, you know, you have a deep dive in your target market and the radio show, they know exactly who your p ones are. In Substack, you have followers, but you don't exactly know that much about them except basically where they come from.Jenna Helwig:That is such a good point, and I'm sure you also know so much more about this than me. I'm still I'm such a newbie. I've been a Substack subscriber for a long time. But now I just, you know, launched this, you know, like, over a month just over a month ago, and so I'm still figuring out all the analytics and everything. But I agree that that would be super helpful just to know more. Like and I'm I've also been thinking, and maybe you've done this. Like, have you done surveys of your audience, your subscribers? Yeah. And, also, like, people don't love to fill them all out. Jenna Helwig:I love surveys.Stephanie Hansen:See, I do too, but that's probably because we're, like, the publishing types. Right? So I did a survey, and it kind of mirrored what I thought from an age perspective, but I didn't get much more details than that. K. So I think if I was gonna give Substack advice, and maybe they'll ask me someday. Who knows? Mhmm. That it would be to help us understand who those markets are more because it does help you frame who you're writing for. As you look at the the newsletter, are you going to continue to speak to authors? Will you ever do recipes on your own like you've been in that space? Jenna Helwig:So I don't think I will do recipes on my own. I feel like, you know, when I have ideas for, new dishes or new, you know, like, stories. I kind of direct those to Real Simple. And I've done a lot you know, I've done all those cookbooks. So I sort of feel like the world maybe doesn't need more recipes from me. You know? I'm I'm very interested in what other people have to say. I think that I love doing these author interviews or just the interviews with other people in the cookbook community. Like, recently interviewed the woman who started Instagram's oldest cookbook club.And so she was fascinating. Oh, great. Yes. And there was such a good response to that. I'm interested in talking to people in cookbook publishing. So just really kind of anyone in that community. I I think there might be room later for more, like, reported stories.Stephanie Hansen:Yeah.Jenna Helwig:You know? That so not interviews, but, like, on a certain topic, like book design or titles or spines. I don't know. But, but I I don't think it's gonna be recipes for me. We'll see.Stephanie Hansen:It is interesting. You asked, the woman with the cookbook collection how she organized her collection, and she said by, type of food or genre. But then there's other people that I know that organize it by color.Jenna Helwig:I do that.Stephanie Hansen:Okay. And and it looks so cool. Like, when you have a huge collection, it just it looks so cool on the shelves. But I was like, oh, that would be so hard because unless you remember the color of the cookbook, how could you find it?Jenna Helwig:Yeah. You know, I will say so I live in Brooklyn, New York in a not huge apartment. So I first of all, everything has to look as tidy as possible, and color colors help with that. And I really only have room for about 250 books as opposed to, like, Deborah was saying, she has 2,000 Yeah.Stephanie Hansen:It was crazy. Thousand.Jenna Helwig:So jealous. But so somehow in my mind, I know what the color is. I don't know how to say it, but IStephanie Hansen:don't know how to catalog it. Purple one.Jenna Helwig:Yeah. So if I had more, maybe that wouldn't work.Stephanie Hansen:Yeah. Well and you okay. So you live in Brooklyn. That is such an amazing food community. Yes. And you just have so many great makers. And I do find a lot of good makers in Real Simple, like people making new artisanal products, and I had a podcast about that for a long time. That is really like, when you feel like you've discovered something that someone turns you onto and it's great, That's, like, one of my favorite discoveries about being involved in the food business, and I feel that way about cookbooks too.Jenna Helwig:Absolutely. And I think that when it comes to Real Simple, that's really one of the things that people come to us for. They trust our recommendations, you know, and things that we've discovered. And I feel like that is especially true with our holiday gift guide Yes. Which, you know, is, like, pages and pages every year. We spend months on it, you know, finding things, testing things. And believe it or not, I'm gonna be starting that again soon. But, yes, I I think that that it's such a privilege to be finding these new things and sharing them, and I think we really do get good feedback from them.Stephanie Hansen:Do you get to travel a lot around the country? OrJenna Helwig:Yeah. I mean, you know, there are certainly trips that I am taking for like, I went out to Expo West recently. Do you know that? It's a big, huge, like, food trade show in Anaheim and, went and met with a bunch of different brands, saw what was going on, what was new. So I try to take as many opportunities for travel as possible. I really love to just be out and about.Stephanie Hansen:Did you run across, at that show two gals? They have a product called Maza Chutney.Jenna Helwig:Okay. I was literally just talking to someone about this today. In fact, I was I sent a photo to my executive editor because, yes, I did meet them, and then I was at the Cherry Bomb Jubilee Yes.Stephanie Hansen:And they sampled there.Jenna Helwig:Days ago. Yes. And they sampled there, and I actually got a couple bottles. I was like, can I take that? And they let me. And so I was just I made some eggs for lunch today, and I put the cilantro chutney on top. It was so good. And I was, yeah, just telling one of my colleagues about it. So funny.Stephanie Hansen:I produce culinary markets in the Twin Cities, and they were one of the first makers that I met when I started doing this. And I was just like, oh, those those girls are onto something, and it's a family business. Their story is so great.Jenna Helwig:The branding is amazing Yep. And the food tastes great. Are they from there?Stephanie Hansen:Yeah. From the Twin Cities. Wow. They've just developed to, like a lentil spread. That's a like a hummus, but with lentils and also super flavorful and delicious. So watch for that because that's a brand new product line that they just are launching. But, yeah, weird coincidence, but Oh, funny. Yeah.Great product. When you can you can you remember your actual first cookbook that you got?Jenna Helwig:Oh, okay. So I don't I know it was a Betty Crocker, like, cooking or baking for kids book. I am not I think it was baking. I actually was trying to find the cover recently, just, like, Google search, and I couldn't. But I think that's what it was. Do you have one?Stephanie Hansen:Well, I mean, I have a few vintage.Jenna Helwig:I kinda select Yeah. It wasn't that one because it was for kids book, but I love that. It was like baking for kids or something.Stephanie Hansen:Yeah. And then did it have, did it have, like, wiener roll ups in it?Jenna Helwig:Oh my god. Maybe. The thing I remember the most were little English muffin pizzas or something like that. I remember my brother and I making those over and over.Stephanie Hansen:It I think it also had these, like, clown cupcakes.Jenna Helwig:That also sounds familiar. And maybe like cat cupcakes?Stephanie Hansen:Yes. Oh, so funny. Every year, we do a cookbook swap, and it's a super fun event. And people come and bring books that they no longer want or use, and we kinda sort them loosely in this huge room. And then we say go, and everybody, like, runs in. And however many books you bought or brought, you get to roughly take the same amount out, but you don't have to. But it's been fascinating, the books that people bring. And, I mean, I there's, like, a New York Times 1973 edition that has this recipe in it that's only in that book that's for a lamb ragu.Stephanie Hansen:And every year, I see that book come by, and I, like, pick the woman who's probably, like, twenty, twenty four. And I like press this book into her hands and I'm like, you need to have this book and you need to make the recipe on page one twenty one. And it's like three times it's happened and then they'll email me and they're like, I would have never found that recipe without you. It's such a great fun event.Jenna Helwig:That sounds wonderful. I love that idea.Stephanie Hansen:Yeah. It is really fun, and we get a lot of, like, boxes of people's recipe cards that were, like, someone's grandma's. And my radio partner and I always sort of move that stuff to the side, And then we keep it for a year and, like, go through it and look at it, and then we bring it back the next year. We've been doing this for, like, ten years. So it's been so fun to see what, like, really are in people's collections and what they get rid of. And, I mean, how many peanut butter blossom recipes there are in the world.Jenna Helwig:You know what? The world needs more peanut butter blossoms. Delicious.Stephanie Hansen:Yeah. Always delicious and always tasty. Well, it has been super fun to chat with you. I want people to follow your Substack. It is the Cookbookery Collective Cookbook newsletter, and we are with Jenna Helwig. And I'm just really appreciative for your time today. Congratulations on your twenty fifth anniversary with Real Simple. That's fun too.Jenna Helwig:Thank you so much. It's been a real pleasure to talk to you.Stephanie Hansen:Yes. Absolutely. Thanks, Jenna. Mhmm. Bye bye.Jenna Helwig:Bye.Stephanie's Dish Newsletter is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit stephaniehansen.substack.com/subscribe

Ignite20 isn't just cutting checks. The new $7 million venture capital fund and hybrid accelerator is lighting a fire under the next wave of CPG innovators. Launched in February 2025, Ignite20 was born out of the Redwood Ventures Group and is also backed by early-stage VC firm Santatera Capital and food distributor RPM Food. Over the next three years, the fund will invest in 60 early-stage startups across the health, beauty, food, beverage, and pet care industries – targeting 20 promising brands per year. Each selected company will receive a $50,000 capital investment, along with hands-on support from a  network of operators, investors, and retail buyers. Through tactical mentorship, operational strategy, and founder-focused development, the program is designed to help brands grow sustainably and strategically. In this episode, we sit down with Gabriela Morales, Ignite20's co-founder and managing director, who shares how the fund is rethinking early-stage investing, the reason why margins matter more than price point, how categories like functional snacks and high-protein foods are redefining innovation, and the value of a 30-second video pitch. Show notes: 0:25: Interview: Gabriela Morales, Co-Founder & Managing Partner, Ignite20 – On location at Expo West 2025, Gabriela shares her first impressions of the industry's biggest stage and her journey from nutritionist and wellness entrepreneur to trailblazing venture investor. She also opens up about what fuels her investment philosophy, including her admiration for founders with true “fire in the belly.” Gabriela also dives into the traits she looks for in early stage brands, categories she views as poised for breakout growth, and her take on buzzy trends like better-for-you soda, adaptogens, and non-nutritive sweeteners. Plus, Gabriela unpacks why sustainable growth and velocity – not just profitability – are the metrics that really matter in today's CPG market. Brands in this episode: Hiyo, Little Sesame, Wildwonder, Mezcla

In Episode 104 of The Keri Report, Stefani Sassos, RD, the Nutrition & Fitness Director at Good Housekeeping, and I dive into the biggest food and health trends from Expo West, the leading trade show for natural and organic products. We discuss everything from the rise of colostrum-based products to the explosion of protein-rich foods, GLP-1-inspired innovations, and the latest in gut health. Are these trends science-backed or just savvy marketing? Tune in as we separate fact from fiction and highlight what's worth watching for in the year ahead! Resources: https://www.goodhousekeeping.com/health/ https://www.goodhousekeeping.com/health/diet-nutrition/a63239707/nutrition-trends-2025/ https://www.goodhousekeeping.com/supplements-vitamins/ ---   The Keri Report dissects health and nutrition with a no-nonsense approach.   Nutritionist, yoga teacher, and author of The Small Change Diet Keri Gans delivers her straightforward and sometimes controversial approach to what's current in the health and nutrition world. Her fun and engaging personality will leave you with a wealth of information on need-to-know hot topics for your overall well-being.   To find more information and to join Keri's mailing list, visit her website: https://kerigansny.com/   Instagram: @kerigans Facebook Page: @KeriGansNY This episode was produced by Darian MacDonald. 

In this episode of the PricePlow Podcast, Mike and Ben welcome back Katie Emerson of Kyowa Hakko USA after Katie's year and a half hiatus from the PricePlow Podcast. They're joined by first-time guest Tony Miano, Director of sales and business development and the man behind putting Cognizin® citicoline into so many numerous beverage innovations. Recording from Expo West 2025 at the Kyowa Hakko booth, the team dives into exciting research developments for both Cognizin and Setria® Glutathione, with particular focus on Setria for sport applications. Katie Emerson is Back, and Doing Serious Research at Kyowa Hakko Katie, now Senior Manager of Scientific Affairs at Kyowa Hakko, shares her enthusiasm for leading multiple new research initiatives, including three upcoming Cognizin studies and renewed research on Setria Glutathione. The conversation explores how Kyowa bridges academic rigor with practical industry applications, uncovering quality structure-function claims based on existing research while developing new studies to expand their ingredients' potential applications in sports nutrition and cognitive health. Subscribe to the PricePlow Podcast for more conversations with industry thought leaders on the science behind effective supplementation! https://blog.priceplow.com/podcast/kyowa-hakko-2025-research-updates Video: Mike and Ben Interview Tony and Katie at Expo West 2025 https://www.youtube.com/watch?v=N5QmZWwotqc Detailed Show Notes: New Research Underway at Kyowa Hakko It's good to be back! (0:00) – Introductions: Reconnecting with Katie Emerson at Expo West 2025 (3:00) – Katie as the Bridge Between Academia and Industry (4:15) – Expanded Structure-Function Claims for Cognizin (7:15) – Deep Dive on Aldehydes and Oxidative Stress (8:30) – From “Supports” to “Improves”: Strengthening Claims (10:15) – New Research Areas: Mood, Motor Function, and Sports Performance (11:30) – Setria Glutathione and Cognizin Connection (12:30) – Kyowa Hakko's Approach to Ingredient Synergy (14:00) – Review of Setria Research Studies (16:30) – Extracting Value from Imperfect Studies (18:30) – Setria for Sport: Rebranding and Positioning (20:30) – Labeling and Positioning Setria for Sport (22:15) – Solution-Based Approach to Customer Needs (23:15) – Flow-Mediated Dilation and Claims Development (24:45) – Navigating Regulatory Language for Pump Claims (26:00) – Oral Glutathione Bioavailability (29:15) – Closing Remarks and Acknowledgments Where to Follow and Learn More Kyowa Hakko USA: PricePlow.com/kyowa-hakko and kyowa-usa.com Katie Emerson: LinkedIn Tony Miano: LinkedIn Cognizin Citicoline: blog.priceplow.com/supplement-ingredients/cognizin Setria Glutathione: See GHOST Vitamin C + Setria Glutathione... Read more on the PricePlow Blog

Something on your mind? Erica & Jules would love to hear from you! In this episode, Erica and Jules recap their favorite products and trends from the gluten-free products spotted at Natural Products Expo West 2025. Some trends include: ADAPTOGENS REGENERATIVE AGRICULTUREUPCYCLING / PRE-CYCLINGHOT HOT HEATPICKLES OLD GF BRANDS ARE NEW AGAINYou'll have to listen until the very end when Jules and Erica give their favorite products that they'll be purchasing after the show!RESOURCESGreen Girl BakeshopWise BarMud/WTRLa Republica SuperfoodsTeeccinoZEGO regenerative organic oatsLundberg Farms Upcycled RiceUgly Food CompanyGood SamMilkadamia Flat PackTrue EarthFly By Jing Chili CrispDaily Crunch Sweet & SPicy SichuanPop Chips Sweet HeatNUFS hot honey crackersGrillo's PicklesCaulipower Dill Pickle PizzaGlutino Dill Pickle PretzelsRudi's gluten freeJustin's Nut ButterSunnieQuinn French SquirrelPurely Elizabeth peanut butter cookie granolaLentifulCocojune greek style yogurtSan-J / Kimono Mom's Umami SauceHealthy Crunch Barbie Crispy SquaresSweet Loren's Barbie cookiesDole WhipContact/Follow Jules & Erica Find us on IG @CeliacandTheBeast & @gfJules Follow us on FB @gfJules & @CeliacandTheBeast Threads @CeliacandTheBeast & @gfJules Email us at support@gfJules.com Find more articles, recipes & info at gfJules.com & celiacandthebeast.com Thanks for listening! Be sure to subscribe!**some links may be affiliate links; purchasing through these links will not cost you more, but will help to fund the podcast you ❤️

When Walmart calls, you answer. When the retail giant offers you shelf space in 2,700 of its stores, you say “yes.” But turning that opportunity into success? That's where the real challenge begins. Alan Scholnick, the founder of Datefix, a date-based nutrition snack brand, talks about how its two-year development from nascent idea to Walmart shelves has shaped the company's path forward. Show notes: 0:45: Tax Day/TR Meetup. $100 In Your Pocket. Fonzie's Shark. Not Your Father's Ice Cream. Easy-ish Rice & Beans. – We're 11 days away from Taste Radio's NYC Meetup – you should join us. Oh, and BevNET Live Summer 2025 is right around the corner; there's money to be saved. Ray samples an unusual minty drink and hates on April Fool's Day CPG pranks. John shares his two cents on Groupon, before Mike shares the origins of a sharky saying. Jacqui highlights “breast milk ice cream” (yes, that's how it's described) and a line of easy to prepare rice mixes inspired by Latin cuisine. Mike talks about a U.K.-based tea brand and a hotpot “queen” before Ray makes a stunning admission. 28:51: Interview: Alan Scholnick, Founder & CEO, Datefix – On location at Expo West 2025, Alan shares the story behind Datefix, which draws from his Lebanese mother-in-law's culinary traditions and seamlessly blends his passion for fitness and nourishing, flavorful food. He highlights the brand's recent rebrand, which focuses on elevating the product's simple yet premium ingredients, while positioning Datefix for exciting co-branding collaborations in the future. Alan elaborates on the versatility of Datefix, noting its ability to fit into multiple daypart occasions, and discusses how the product's portability and long shelf life make it a challenge to define a single primary positioning. He also expresses gratitude for the overwhelming support from the community, reflecting on the brand's journey since Expo West 2023. Brands in this episode: Datefix, GNGR Labs, Olipop, Mentos, Frida Ice Cream, Fancypants, Loisa, A Dozen Cousins, Little Sesame, Vista Hermosa, Cornish Tea, Hotpot Queen, MiLa

When Kevin McCray sold his namesake brand, Kevin's Natural Foods, to Mars, Inc. for a staggering $800 million, it wasn't just a milestone – it was the culmination of a business philosophy built on three simple words: humble and hungry. Now, with the launch of Wild Fox Foods, those same principles form the core of his new, better-for-you snack consumer brand. Kevin's entrepreneurial journey began in 2012 with Chef's Menu, a meal kit company that laid the foundation for what would later become Kevin's Natural Foods – a pioneering brand offering clean, convenient, and nutritious refrigerated and frozen meals. Fast-forward to today, and Kevin's Natural Foods is a household name, stocked in over 20,000 retail locations across Target, Whole Foods, CVS, Publix, Walmart, and more. In 2023, Mars acquired the brand, keeping it as a standalone business within its Food & Nutrition unit. But Kevin wasn't done. Last month, he made a bold return to CPG with Wild Fox Foods, a brand that reimagines trail mixes, roasted nuts, and clean protein bars, offering consumers better-for-you alternatives without sacrificing flavor.   In this episode, Kevin shares his playbook for building Wild Fox Foods using the tenets responsible for the success of Kevin's Natural Foods. He breaks down what it takes to solve real consumer problems, the power of efficient, low-cost consumer research, and why founders should focus on building a strong brand before seeking funding. He also reveals how preparation, persistence, and openness to feedback are critical for any CPG entrepreneur looking to disrupt the market. Show notes: 0:25: Interview: Kevin McCray, Co-Founder, Kevin's Natural Foods & Wild Fox – On location at Expo West 2025, Kevin discusses the creative process behind Wild Fox's brand name, including a humorous alternative, and the challenges of the snacking industry. He explains what inspired him to re-enter the food industry, particularly after a remarkable exit with Kevin's Natural Foods and why alternatives to legacy brands must be built on quality ingredients and taste. He emphasizes the importance of retailer relationships, product offerings, and partnerships in getting a brand on the shelf, along with balancing short-term consumer feedback and long-term goals for success. Kevin also shares insights on the financial side of launching a food brand, advocating for efficient research and reflects on the role of luck and hard work in his success. Brands in this episode: Kevin's Natural Foods, Wild Fox Foods

Gail Becker has a bold message for CPG entrepreneurs: if your brand isn't built to truly improve the lives of your consumers, “you should stay the hell out.” As the founder of the trailblazing frozen food brand Caulipower, Gail has changed the way that millions of Americans think about comfort food. Caulipower offers gluten-free, better-for-you versions of traditional favorites, including its flagship cauliflower-based pizza crust, as well as chicken tenders, frozen pizzas, and pizza bites. With $100 million in annual sales and a presence in tens of thousands of retailers nationwide, including Target, Walmart, Kroger, and Whole Foods, Caulipower had made an indelible mark in the freezer aisle. In a candid interview featured in this episode, Gail talks about the most rewarding aspect of her entrepreneurial journey: the personal connection she's built with her consumers. For Gail, it's never been about the financial gain – it's about making a difference. Gail opens up about the guiding principles behind Caulipower's product development and how staying true to these values has fueled innovation, allowing her to meet real consumer needs while breaking industry norms. She also dives deep into how her leadership style has evolved as the company scales, and why staying grounded in core values is crucial, no matter how big the business gets. Show notes: 0:25: Interview: Gail Becker, Founder, Caulipower – On location at the bustling Caulipower booth at Expo West 2025, Gail Becker discusses the brand's new dill pickle pizza and why its launch took two years to bring to market. She explains the three core criteria that new products must meet and talks about the company's commitment to making better-for-you options more accessible to a wider audience. Gail also shares how pushing boundaries is a key part of Caulipower's mission. Gail also reflects on the early days of Caulipower, highlighting the hard work, energy, and sometimes unawareness of challenges that fueled its initial success. She also talks about her experience as the face of Caulipower, despite being a private person, and stresses the importance of knowing when to say no as a founder. Brands in this episode: Caulipower

Ep. 185: It's a big moment for Bloom, so Greg and I are sharing the behind-the-scenes story of Bloom Pop—our brand-new soda! From unveiling it at Expo West to the inspiration behind our favorite flavor (hi, Shirley Temple!), we're breaking down what this moment means to us as partners in business and life. We also answer your Qs about burnout, imposter syndrome, and how I'm navigating IVF while slowing down professionally. This one's part business update, part life chat, and part real talk about shifting priorities and staying grounded through change. If you've ever chased a big dream while juggling real life—this one's for you. Leave Me a Message - click here! For Mari's Instagram click here! For Pursuit of Wellness Podcast's Instagram click here! For Mari's Newsletter click here! For Greg's Instagram click here! Sponsored By: Experience radiant skin with BON CHARGE's Red Light Face Mask. Save 15% at boncharge.com with code PURSUIT. Control body odor anywhere with @lumedeodorant—the #1 whole body deodorant. Get 15% off with code PURSUIT at LumeDeodorant.com! #lumepod Check out SKIMS best intimates including the Fits Everybody Collection & more at skims.com/pow #skimspartner  Show Links: Bloom Sparkling Energy is our clean, better-for-you energy drink—zero sugar, natural caffeine, prebiotics & lychee for focus without the crash. Get delicious gut health in a scoop with Bloom Greens, packed with 30+ superfoods to support digestion, reduce bloat & boost energy. Support gut health, immunity & glowing skin with Bloom Colostrum—our 3-in-1 blend of colostrum, collagen peptides & probiotics. Topics Discussed 00:00:09 Welcome 00:00:31 Expo West 00:02:20 Bloom Pop 00:05:43 Too many prebiotic sodas? 00:10:04 Middle and high schoolers drinking Bloom energy drinks 00:11:34 Dessert for breakfast in Gloucester 00:16:18 Struggling with new phase in life  00:21:16 Boundaries with emails and texts 00:24:22 Imposter syndrome 00:29:38 Relocating for partner 00:31:56 Social media approach in today's landscape 00:35:09 Best exercise routine recommendation 00:36:27 Navigating marriage with busy lifestyles

After more than 10 years away, Sarah decided to return to natural foods' biggest industry event - but why now? In this candid Season 14 opener, Sarah takes you behind the scenes of her Expo West experience, revealing what's changed, what hasn't, and whether the industry hype actually lives up to reality. The conversation also explores the striking contrast between the big business of Expo West and the Intense Conference for farmers market founders, managers and vendors Sarah attended just days later. This juxtaposition frames an honest discussion about what really matters in our food systems - from $19 imported strawberries getting social media buzz while local farmers struggle for support, to knowing when your brand is genuinely ready for distribution conversations. Whether you're curious about Expo West, contemplating if trade shows belong in your growth strategy, or simply enjoy thoughtful conversations about the natural foods industry, this episode offers Sarah's refreshingly honest perspective. Join The Good Food CFO Community:  Follow us on Instagram: @thegoodfoodcfo  Connect on LinkedIn: @sarahdelevan  Watch on YouTube: @thegoodfoodcfo  Become a Member: BABOYOT

On this episode, Kyle and I are flying solo to bring you some updates and thoughts coming out of Expo West. What are the latest industry trends we're tracking? What was the state of regenerative at this year's Super Bowl of CPG? What were the biggest regen wins from the Pitch Slam, to NEXTYs, to fundraising announcements? We dive into all the most important regen CPG topics including certification presence, new product highlights, and new information on increasing consumer awareness and demand for regenerative products. We break down the activation of the “I ❤️ REGEN” campaign and celebrate the success in building community. Plus, we offer some key insights and stats you can't get anywhere else. Whether you were at the show or not, drop us a note with your major takeaways or other topics you'd like to see us discuss. Episode Highlights:

In this episode, Lisa, Jamie, and Mikey went through hundreds of new products and narrowed it down to a cool dozen to try from Expo West! Finds like new sodas from Spindrift, a new limited-edition quinoa crisp from Undercover Snacks, an on-the-go tamale that is AMAZING, truffled mashed potatoes, and so much more. Plus, a new low-calorie BBQ sauce from a brand that's about to make splash in the US! So, what are you waiting for?? Push play now, then head on over to the Foodcast page to get more info on all the finds mentioned in the episode

This week on the show Aly and Erica do their annual Expo West Convention Roundup. They talk natural food trends, observations and as always, their favorite finds of 2025! You'll also hear the hosts share some personal updates including all about Erica's exciting article co-written with her husband, which made the front page of Vanity Fair. Read it here! Learn more about your ad choices. Visit megaphone.fm/adchoices

Wild is woven into the fabric of her brand's identity. But Rosa Li's methodical, strategic approach to building a successful and respected CPG company stands in contrast to the untamed energy her products represent. Rosa is the founder and CEO of Wildwonder, a sparkling beverage brand that is infused with prebiotics and probiotics. Launched in 2020, the AAPI-founded company describes itself as “rooted in culture,” offering USDA organic drinks that taste as fresh and vibrant as a California produce stand. Flavors like Raspberry Lychee, Strawberry Passion, and Guava Rose come to life in 12 oz. slim cans, each containing five grams of prebiotic fiber, six grams of sugar, and 40 calories. Wildwonder is available nationwide, including at Whole Foods, Sprouts and The Fresh Market, as well as select Target and Costco locations. In this interview, Rosa shares how a focus on steady, incremental growth has been key to maintaining Wildwonder's integrity. She discusses how the brand aligns its expansion with core values, its unique position at the intersection of kombucha and soda, and the power of social listening in shaping the company's future. Show notes: 0:25: Interview: Rosa Li, Founder & CEO, Wildwonder – On location at Expo West 2025, Rosa chats about how attendees interacted with Wildwonder at its booth, how her grandmother inspired the creation of the brand and its evolution in messaging and packaging – from glass to aluminum cans. She also talks about how consumers compare Wildwonder to kombucha, why she will not describe the brand as a “soda,” what she views as the best merchandising opportunity for the products and how its pricing and retail strategy are interwoven. Rosa also discusses how she met buyers from major retail chains, demand planning and supporting the brand at the store level, managing the company's co-packer relationships, especially when challenges arise, and how listening to consumers has guided Wildwonder's innovation and marketing efforts. Brands in this episode: Wildwonder, Olipop, Poppi, Coca-Cola, Pepsi, GT's Living Foods, Nona Lim

On this week's episode of Startup to Storefront, we're sitting down with Michael Adair, CEO and Founder of Red's — the number one premium burrito and breakfast brand in the country. You've probably seen Red's in the frozen aisle at Target, Walmart, Costco, Kroger, Publix, and just about every major retailer nationwide. What started 15 years ago in Mike's family trailer while he was in business school has grown into a national brand — and Mike's still at the helm, rolling up his sleeves (and sometimes burritos) to make it all happen. His story is packed with everything we love to highlight on this show — grit, hustle, and real-world lessons that every founder can learn from. In this episode, you'll learn: Insider insights from Expo West — and why it's one of the most intense events in the food and beverage world Why breakfast is booming — and how it's become one of Red's fastest-growing and most exciting categories The unexpected and heartfelt origin behind the name Red's We're also celebrating a major milestone — this is our 300th episode, and we just hit 7,000 followers. Thank you for being part of this community! To celebrate, we'll be announcing a special giveaway this Wednesday, so make sure you're following along. Let's get into it — here's our conversation with Michael Adair of Red's.

Episode 2619 - Vinnie Tortorich and Anna Vocino chat about living in Los Angeles, reducing screen time, and Anna shares her adventures at Food Expo West. https://vinnietortorich.com/2025/03/adventures-at-food-expo-west-episode-2619 PLEASE SUPPORT OUR SPONSORS YOU CAN WATCH ALL THE PODCAST EPISODES ON YOUTUBE - Adventures at Food Expo West You get a little lesson on Eddie Van Halen, other celebrities, and living in Los Angeles. (3:00) Vinnie has been checking the amount of screen time on his phone and is trying to reduce the time he is “leashed” to the phone. (18:00) Test yourself to see how long you are on your phone. Hint: being on a phone 7 hours a day is not normal. Vinnie has noticed he has been more present while doing other activities. Expo West is huge, and is *supposed* to focus on natural foods; however, there are a lot of keto-type products. (29:00) Anna shares some of the challenges getting to Food Expo West. Anna created her sauces bc she wanted to see clean ingredients on the shelves. She talks about the various types of products that she saw. High protein products are a big callout on packaging. (36:00) They discuss a few other products and their experience with them.. More News If you are interested in the NSNG® VIP group, register here! Don't forget to check out Serena Scott Thomas on Days Of Our Lives on the Peacock channel.  “Dirty Keto” is available on Amazon! You can purchase or rent it . Make sure you watch, rate, and review it! Eat Happy Italian, Anna's next cookbook is available!  You can go to You can order it from . Anna's recipes are in her cookbooks, website, and Substack–they will spice up your day! There's a new NSNG® Foods promo code you can use! The promo code ONLY works on the NSNG® Foods website, NOT on Amazon. https://nsngfoods.com/ [the_ad id="20253"] PURCHASE  DIRTY KETO (2024) The documentary launched in August 2024! Order it TODAY! This is Vinnie's fourth documentary in just over five years. Visit my new Documentaries HQ to find my films everywhere: Then, please share my fact-based, health-focused documentary series with your friends and family. Additionally, the more views, the better it ranks, so please watch it again with a new friend! REVIEWS: Please submit your REVIEW after you watch my films. Your positive REVIEW does matter! PURCHASE BEYOND IMPOSSIBLE (2022) Visit my new Documentaries HQ to find my films everywhere: REVIEWS: Please submit your REVIEW after you watch my films. Your positive REVIEW does matter! FAT: A DOCUMENTARY 2 (2021) Visit my new Documentaries HQ to find my films everywhere: FAT: A DOCUMENTARY (2019) Visit my new Documentaries HQ to find my films everywhere:

In this episode of the Startup CPG Podcast, Daniel Scharff sits down with Caitlin Bricker, Editor of Startup CPG, Lauryn Bodden, Founder of S'NOODS, and Leanne Viola, Founder of Whims Delights to break down Expo West 2025—the industry's biggest event of the year.They dive into key takeaways, touch on the hot debate: Did Expo West lack innovation? Hear firsthand insights on how emerging brands are making waves, the power of small booths over flashy displays, and how founders are navigating today's tough funding environment with creative business models.Lauryn and Leanne also share their real Expo West experiences, including major retailer meetings, unexpected media coverage, and the behind-the-scenes hustle that made the event unforgettable. If you've ever wondered what it takes to stand out at Expo West and make the most of your investment, this episode is packed with valuable insights.Tune in to hear how Startup CPG is shaping the future of emerging brands and why Expo West is still the ultimate stage for breakthrough innovation.Listen in as they share about: Expo West 2025 Experience & First ImpressionsStartup Booth Strategy & CostsTrends & Innovations at the ExpoBusiness Challenges & OpportunitiesBrands' Experiences & Learnings  - S'NOODS (Lauryn Bodden)- Whims (Leanne Viola)Key Takeaways for Future Exhibitors        Episode Links:LinkedIn: https://www.linkedin.com/in/caitlinbricker/ Website: https://www.whimsdelights.comLinkedIn: https://www.linkedin.com/in/leannev/ Website: https://www.eatsnoods.com/ LinkedIn: https://www.linkedin.com/in/laurynbodden/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Something on your mind? Erica & Jules would love to hear from you! WARNING: This episode contains adult language and political conversations. There are talks about the current political climate. Since food and health are inherently political, we truly believe that this podcast is a good listen. But if you're currently avoiding political talk, skip to the around the 17 minute mark. In this episode, Jules and Erica explain the current struggles with federal funding cuts to important sectors of the government, including food safety, and agriculture. Jules and Erica also talk about Expo West swag - and if the puffer bags were worth the wait, and if you should really throw a massive party for your brand, or bring in special celebrity guests. Is it all worth the money? Does a puffer bag really raise your brand identity? Can an over-the-top party with little to no branding involved really make people excited about housewares? Let's find out in this episode. **NEXT WEEK'S EPISODE WILL FEATURE PRODUCT REVIEWS AND RECAPS FROM NATURAL PRODUCTS EXPO WEST 2025**RESOURCESSupport PBSSupport the National Park FoundationSupport local food near you (USDA Local Food Directory website)MUD/WTRKikkerland Design Inc.Liquid IVNana JoesBelgian Boys Pink Puffer Tote WaitlistSpokinContact/Follow Jules & Erica Find us on IG @CeliacandTheBeast & @gfJules Follow us on FB @gfJules & @CeliacandTheBeast Threads @CeliacandTheBeast & @gfJules Email us at support@gfJules.com Find more articles, recipes & info at gfJules.com & celiacandthebeast.com Thanks for listening! Be sure to subscribe!**some links may be affiliate links; purchasing through these links will not cost you more, but will help to fund the podcast you ❤️

A recap of our main takeaways from Expo West 2025---You can email us directly at Shane@nobspartners.com or visit our website at nobulpartners.com

Joy and Claire dive into the topic of Daylight Saving Time and share their mixed feelings about it. Claire updates listeners on her recent trip to Expo West and a karate midterm exam. Joy shares her experiences with new puppies and the nostalgic feelings that come with them. They also touch on Claire's recent struggle with a mild concussion and treatment from a chiropractor. Joy recounts her visit to a women's health specialist and the importance of self-advocacy in healthcare. They wrap up by answering listener questions about dog training tips, changes in their views on diet and health, and Joy's experience with facial fillers.Avante Cosmetic You Tube: https://www.youtube.com/@avantecosmetic00:42 Welcome Back to Older and Wilder00:50 March Updates and Expo West01:44 Puppy Nostalgia and Daylight Savings04:16 Concussion Recovery Journey10:14 Celebrity Encounters at Expo West15:57 Medical Experiences and Women's Health28:49 Puppy Training Tips and Q&A30:20 Dog Socialization Tips30:48 Introducing Dogs to Each Other31:42 Funny Dog Stories33:03 Training and Behavior Insights35:36 Puppy Training Challenges39:11 Herb Walk Experience45:46 Diet and Lifestyle Changes52:34 Skincare and Beauty Tips

We're not exactly at odds, but there's definitely some healthy debate among the hosts around how to assess Expo West 2025. And it turns out, we're not alone. The biggest question on everyone's mind: how do we truly evaluate innovation, and what does it mean for the future of the food and beverage industry in the near term? Show notes: 0:25: Burner Apartment. ET x TR. Nom, Nom. Incremental Optimism. Snax & Bevs. Horny Goat Hummus. – Ray is in secret agent mode and shares a big announcement about Elevator Talk. Jacqui and Mike spill the goods on Nombase. John talks about why some folks misread innovation exhibited at Expo West, but Ray, of course, still has questions.  Jacqui highlights the possibility of a market correction, while Mike hails business fundamentals before getting excited about fruit bites and protein powders. John gets giddy about hummus and Jacqui shares a tingly product that makes some of the hosts blush.  Brands in this episode: Blue Hour, Cob, PWR-UP, Palmas, PKN, Jubilees, swinger, ISH, Pistakio, Joon, HYQ, Pulpito, Crushed Tonic, Honey Mama's, Onyx Coffee, Drywater, Ithaca Hummus, Graza, Cedar's, Cookie Chachi, Charmlee, Sturdy Sauce

Another Expo West is in the books. It was a 4 day bonanza of talking, sampling, meeting, and walking to see everything we wanted to get to.Wade and Alex will recap what we saw at the show, brands to look out for, events, happy hours worth mentioning, and more.We will also discuss the state of CPG. As it gets harder and harder to operate a CPG brand in this environment, what do we think the future holds for this industry for new and emerging brands?This episode is sponsored Power Full Energy Distribution.We will discuss it all. It's truly: No Script, Just Chat!

In this episode of the Startup CPG Podcast, Grace Kennedy sits down with Susan Hartman, co-founder of Recoup Beverages, to discuss the journey of building a gut-healthy hydration brand. Susan shares how she met her co-founder, Siwat, and how his personal health journey inspired the creation of Recoup. She dives into the challenges and triumphs of transitioning from a fresh juice product to a shelf-stable beverage, navigating retail expansion, and securing national distribution with Sprouts.Susan also talks about the importance of branding, packaging decisions, and how to strategically market a beverage product in a competitive industry. She provides insights on raising capital, working with distributors, and leveraging trade shows like Expo West to gain visibility and connect with investors.Whether you're an emerging founder or a CPG enthusiast, this episode is packed with practical insights on brand positioning, retail growth, and consumer engagement.Tune in now to hear Susan's journey and learn how Recoup is redefining hydration!Listen in as they share about:Founding Story & Inspiration of Recoup BeverageBranding & Marketing StrategyRetail Growth & ExpansionExpo West & Pitch SlamsFunding & Investment StrategyFuture Plans (2025 & Beyond)Advice for Other EntrepreneursEpisode Links:Website: https://www.recoupwellness.com/ LinkedIn: https://www.linkedin.com/in/susan-buckwalter-hartman-704a19a/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

In this episode of The Business of Wellness, Jaclyn London, RD breaks down everything from Expo West 2025—the biggest trade show in natural and functional foods. From the latest wellness trends (dragon fruit, GLP-1 marketing, and caffeine + protein combos) to behind-the-scenes industry buzz (the influence of MAHA, the show's winners and losers) and updates to the FDA's proposed Front-of-Pack Nutrition Label (FOPNL), I'm giving you behind-the-scenes intel on the nutrition news you need to know about, the brands to keep an eye on, and the influencers and policy changes that are shaping the food industry today.What You'll Learn in This Episode:The top 13 trends shaping food and beverage in 2025The truth about front-of-pack nutrition labeling and why it's (likely to be) a waste of time & resources Regenerative Agriculture Certified and the status of sustainability claimsHow brands are marketing to GLP-1 users—and why some of it is just hypeThe rise of dates, pulses, electrolytes, tropical fruit, protein everything, and more prebiotic sparkling watersWhy single-serve snacks and aluminum cans are taking over grocery aislesThe wildest moments from the Make America Healthy Again (MAHA) panel and what it means for the future of food policyTimestamps00:00 Introduction to the Business of Wellness01:48 Expo West 2025 overview03:00 Front-of-Pack Nutrition Labeling panel & proposed policy12:51 Trends from Expo West 2025 - 13 trends to watch in wellness, CPG food & beverage; dietary supplements & personal care.21:52 Emerging ingredients and innovations29:43 The future of food marketing30:13 The nutritional value of dates33:03 Mochi mania: The new snack trend36:07 Mood and morality themes in food & beverage branding39:40 The rise of pulses and legumes42:46 Raw honey: A functional food rebrand44:30 Plant-based vs. animal-based products47:28 The Gell-Mann Amnesia Effect in nutrition media49:00 MAHA Updates: The MAHA panel, behind-the-scenes insights, updates in the RFK Jr. Agenda & the food industry's response thus far59:26 Expo West recap and closing thoughtsConnect with Jaclyn London, RDSubscribe to The Business of Wellness with Jaclyn London, RD on Apple Podcasts, Spotify, and YouTubeFollow @jaclynlondonrd on

Joy and Claire dive into the topic of Daylight Saving Time and share their mixed feelings about it. Claire updates listeners on her recent trip to Expo West and a karate midterm exam. Joy shares her experiences with new puppies and the nostalgic feelings that come with them. They also touch on Claire's recent struggle […] The post Mid-March Madness appeared first on This is Joy & Claire.

It's trade show season with the biggest one of the year, ExpoWest, wrapping up this week. Whether you are walking the floor of regional shows, distributor shows or buyer shows like Fancy Food or Expo, it can be overwhelming at best and deflating at worst. I've seen founders come back from shows feeling hopeless caught in compare and despair or a "how will I ever succeed with all the other brands out there" mindset.Trade shows, or event big farmers markets, can be used for good to help uplift and inspire you and help you feel more determined that you can be successful than ever, if you follow what I prescribe in today's podcast. Market season is around the corner (for our winter friends) and it's time to get into the markets you want and make WAY more money every minute you are there. Get the Up Level Workshop for just $97 and increase your sales - guaranteed. Get the bundle offer and save big already ($171), plus use code SELLPOD50 for an additional $50 off the full course. Purchase either offer here. Are you a Badass in Business? We're starting a 30 day Discipline Challenge in the free Private Facebook Group + prizes on February 17th! Sign up here. MAKE A BIG LEAP IN 2025! Commit to the support and accountability you need to create a beautiful business! Get Food Business Success to launch and scale to $100K guaranteed Scale your existing business to $300K in 2025 with the financial and operational foundations and become the CEO of your biz in Master Your Business - apply today! We start Jan 28th! Pick up your copy of "Key Ingredients" on Amazon here. Check out my YouTube channel at www.foodbiz.tube for how to videos to start and grow a packaged food busin...

Group Chat News is back with some of the hottest stories of the week including Expo West convention recap, the issues people have with Amazon and how Tiktok could be a serious competitor, Facebook Marketplace is the main reason young people still go on Facebook, Boomers are setting up a showdown with millennials, Stephen A Smith has agreed to a 100 million deal with ESPN that will give him flexablity to talk politics and much more

Expo West 2025… OK, it wasn't a classic. It would be hard to characterize anything we saw as "groundbreaking." Perhaps, however, incremental improvements, global flavors and innovative collaborations are enough to keep the train rolling. For now, anyway. We also sit down with Carolyn Hamlet, the visionary founder and CEO of OKU, a trailblazing brand of energy gummies. Brands in this episode: Oku, Chuza, Bad Tea Co., Belgian Boys, Biena, Ithaca Hummus, Graza, Urban Noodle, Date Better, Datefix, Niramaya, Firehook, Truff, Fabalish, Mr. Bing, Hostess, Pretzelized, True Dates, Cien Chiles, Evie's, Wild Fox, Kevin's Natural Foods,  Nommii, Emperor's Hot Sauce, Drumroll, Good Journey, Palmas, PWR-UP, Geem. Caulipower, Sauz, Wildwonder, Beny Yogurt

Here's the latest CPG news happening right now on March 9th, 2025 including New Malk SKUs, Sweet Loren's Meteoric Rise, Expo West RecapMalk has released two new SKUs in multi-serve format: Coconut Malk and Soy Malk. These are both available in 32 oz bottles.Coconut MALK is hitting shelves nationwideSoy MALK is exclusive to Whole Foods Market and with 3 Simple Ingredients and 6g of naturally occurring protein per serving fills a much needed niche.They debuted both at Expo West this past weekThe cookie dessert brand Sweet Loren's is now on track to achieve $120M in revenue in 2025Loren Castle is the CEO and Founder. The then 22-year-old New York City native got a degree in communications and knew she liked health, wellness and business, “but I had no idea what I was going to do with my life,” she says. Post-graduation, she went back to New York but planned to move to L.A. permanently to see where life took her.Just months after graduating, however, Castle was diagnosed with stage 2 Hodgkin's Lymphoma, a cancer that attacks the immune system, and had to undergo six months of chemotherapy. Depressed, she began seeing a therapist who helped her see the moment as empowering and an opportunity. There were still ways in which she could take control.One such way was her diet — she could make sure to eat healthy even after her treatment. Castle began taking nutrition and cooking classes, but she quickly discovered something was missing: dessert. “I have a huge sweet tooth,” she says, and she couldn't find baked goods made with more whole foods that didn't use ingredients like bleached white flour, corn syrup and artificial chemicals.So Castle started trying to make healthier desserts for herself. Expo West 2025 is in the books. There were over 65,000 attendees. This was the first year where every exhibit hall opened at the exact same time. According to recent information, Expo West 2025 featured around 3,600 exhibitors (an increae from 3,000 last year) showcasing a wide range of natural and organic products across various categories like food, beverage, packaging, and wellness items.

We broadcasted live from Expo West 2025 at the Melting Forest Booth #5719 in Hall E (basement in the main conventional center). Enjoy!

This episode we dive into everything ahead of Expo West! Tips to making the most of the show + our bets on trends we expect to see here in 2025

In this episode Derek Champagne, Founder & CEO of The Artist Evolution, interviews Sean Wittenberg. Sean has been featured on ABC hit tv show Shark Tank and is the President & Founder of Safe Catch Inc.Sean is on a mission to make a positive impact on our world and he is well on his way! He talks with Derek about motivation behind developing his technology and company, how he maintains his passion and focus, and what's next for his industry.Safe Catch is an award nominee at Expo West for its 100% mercury tested canned tuna. Purity for pregnant women, kids and top athletes. Safe Catch pack and cook methods result in more purity, nutrients and Omega 3s for peak performance and recovery. SafeCatch.com.People, globally, want to live happy, healthy lives and unilaterally recognize that a healthy diet is key. Safe Catch provides the purity and nutrients to give all consumers, around the world, the ability to eat seafood with confidence.The last 10 years has been spent developing the world's first technology capable of testing every fish for impurities. Never before has a company been able to guarantee seafood purity for consumers.Learn more at www.safecatch.com

Aura Bora is acquired. Hiyo adds $19 million and a strategic partner. And Celsius drops $1.8 billion on Alani Nu. Oh, and Spindrift is back in the soda biz. Yeah, it's been a busy week, and the hosts have lots to say. We also sit down with Alex Duong, the founder & CEO of Fair & Square and Lena Zhuravsky, the founder of passionfruit centric-beverage brand Passion Joy. Show notes: 0:25: Party Gras. Skeptics & Price Points. Hiyo, Mike! Energy Cannibals. Full Circle. More Pizza? Who Eats Protein Pasta? – Jacqui is prepping for a big event, and it's not Expo West. Everyone has a take on Aura Bora's exit, including the Linkedin crowd. What makes Hiyo's positioning so attractive to consumers.. and investors? So, should we expect folks to have a can of Celsius in one hand and Alani Nu in the other? Perfect – another pizza drink. We love a couple of U.K.-based beverage brands, and a ginseng-centric one from here in the good ol' U.S.A. We finish with fish and pasta (just don't overcook it). 36:35: Interview: Alex Duong, Founder & CEO, Fair & Square – Alex is the founder and CEO of Fair and Square, an emerging brand of gut-friendly crackers inspired by childhood favorites.  At a recent networking event hosted by industry organization Naturally San Diego, Alex discussed how his experience in the CPG industry has shaped his approach to brand-building. He also talks about the importance of patience and staying true to core values as an early-stage entrepreneur. 46:17: Interview: Lena Zhuravsky, Founder, Passion Joy – Lena is the founder of Passion Joy, a new brand of sparkling beverages with passion fruit at its core. As part of our conversation, Lena shares her vision for expanding distribution of Passion Joy in the U.S. and internationally, with plans to target major retailers and eventually compete on a global scale. Brands in this episode: Aura Bora, Hiyo, Alani Nu, Celsius, Spindrift, Bubluv, Trip, Kejoy, Perfy, Something & Nothing, Quinn Snacks, Ginsa, Cowbell Hydration, OHY, Brami, Banza, Wild Planet, Fishwife, Heyday Canning, Scout Fish, Hungry Boy Hot Sauce

In this episode, Kyle and I are flying solo to cover the latest and greatest from the world of regenerative CPG. We kick things off with Kyle sharing some insights from recent conversations he's had with retailers, and we unpack recent changes Whole Foods has made to their regenerative standards.  We break down all the things Expo West, including regenerative brands exhibiting, sessions we're looking forward to, NEXTY finalists, where you can find regen on the agenda, and how ReGen Brands is showing up at the event. Secret sneak peek - we're launching our first awareness campaign for ReGen Brands Coalition member brands and products, so be sure to check that out and listen to the full episode for more details. We touch on the early effects of the new federal administration change, specifically, the current federal funding freeze that is bringing some issues, and the optimism around change that could stem from the MAHA movement. We close things out with some fun and good news for the regenerative movement which you'll find at the very end of the episode. Episode Highlights:

Expo West is coming up, and it's like the Super Bowl for CPG. while I won't be there, I invited on Heather Holmes to share some tips and suggestions on how to make the most of the show. We discuss:Setting clear goals and outcomesCreating a content planBeing proactive about building relationshipsGathering data and feedbackGenerating press and PRStartup to Scale is a podcast by Foodbevy, an online community to connect emerging food, beverage, and CPG founders to great resources and partners to grow their business. Visit us at Foodbevy.com to learn about becoming a member or an industry partner today.

Founders and startups are on the hunt for retail buyers and possible investors at one of the largest food and beverages shows in North America, so entrepreneurs will need to hone their pitches and networking skills to breakthrough the noise

Send us a textThe Rainmaker is back! In this powerhouse episode, Jake Karls, co-founder of Mid-Day Squares, joins Kirk and Andy for an unfiltered conversation about entrepreneurship, identity, burnout, and the journey back to balance.Jake's infectious energy and passion have fueled Mid-Day Squares' rise from a startup to a $47 million business. But with success came immense pressure, a relentless pursuit of “winning”, and ultimately, a wake-up call that forced him to reassess everything. He shares his personal struggle with burnout, the mental and physical toll of constant hustle, and how he rebuilt himself—one small step at a time.

Welcome to the first edition of our Buyer Series with category managers from fan favorite natural stores Fresh Thyme Market and New Seasons Market. We can't think of a better way to spend your Valentine's Day afternoon than with us! With Expo West mania in full swing and coming up in less than a month, we are going to cover some important topics including Buyer Tips on how to have a successful Expo West as a brand and also as a buyer! This is essentially an Expo West Prep episode!This includes strategies on how to manage your days on the floor and get a maximum impact with others that are attending the show and using your time wisely, especially as a buyer when there are thousands of booths.We are being joined by:Robert JohnsonRetail Category ManagerNew Seasons MarketKenny HausmannDirector of Merchandising - Natural LivingFresh Thyme MarketThis episode is sponsored by Robert Cogan and Power Full Energy Distribution.

UNiTE Food is a Yorba Linda, California-based company that produces globally inspired protein bars. The brand offers unique flavors such as Churro, Mexican Hot Chocolate, and PB & Jelly, aiming to bring diversity to the wellness industry. Each bar provides around 10 grams of protein and is gluten-free, catering to health-conscious consumers seeking both nutrition and nostalgic tastes. Clara often relied on protein bars during her busy career but found the available flavors uninspiring. Drawing from her diverse culinary background, she recognized a gap in the market for culturally diverse flavors. Clara's father is an entrepreneur. Her family immigrated from Sudan when she was five years old. When they arrived in the United States, her father started a plumbing supply distribution business, which is the business Clara worked in earlier in her career. The idea for UNiTE was something Clara started thinking about in 2018 or 2019 while she was still working in her family's plumbing business. She began experimenting with different recipes and products in her kitchen in the early days of the pandemic in 2020.Clara often visits ethnic markets to learn about new flavors for new products. She also studied flavors and what people were eating when she traveled abroad.  QUOTES “If I'm anything, I'm a very curious person. I'm curious about how the world works and I'm curious about why segments of the population aren't being served.” (Clara) “If you focus on your customers, they will reward you with loyalty. And if they reward you with loyalty, your revenue will grow. If you create value, why would somebody leave you?” (Clara)“For me, it was about making sure we were taking care of our customers. That was the winning strategy. It sounds really simple, but it's way harder to execute.” (Clara)“Business is a framework. Once you understand product liability, you understand how to insure against it. You learn about the certifying bodies in your industry. It's hard and it's not (hard).” (Clara)“It's really about building relationships. Mutually beneficial relationships.” (Clara) “When you're over 40 and you created a new business, you're usually not doing it for money, you're doing it to try to make the world a better place.” (Clara)“I wanted to find common ground. Let's find flavors that will resonate with lots of people.” (Clara)“The essence of the UNiTE brand is to seek to understand and seek to find common ground instead of focusing on how we're different.” (Clara)“At the end of the day, consumers want authenticity and they want brands that create products that are meaningful to them. (Clara)“I don't really worry about copycat brands. I worry more when they stop copying me.” (Clara) TRANSCRIPT 00:01.49vigorbrandingAll right. Hello, everyone. Welcome to Fork Tales. I’m Michael Pavone. Our guest today is Clara Paye. And I’ve known Clara for a long time. ah She is from Unite Foods. ah Unite’s line of nutritious bars are built around the concept of global flavors, but also comfort foods. Clara has started a brand that’s redefining what protein and nutrition bars can be, and I’m happy to have her as a guest. Clara, welcome. 00:25.55Clara Paye _ UNiTEThanks, Michael. Good to be here. 00:27.85vigorbrandingSo again, I know you, I think pretty well, and I’m excited to excited for this. This will be fun. So um I want to go back. I mean, you have a fascinating story. So before we get into Unite, I want to talk about you. How did you, you know, where where do you come from? Where do you, where did you work? You know, talk a little bit about what got you, got you here. 00:46.86Clara Paye _ UNiTEWell, it’s definitely not been a linear path. It’s been really a path led by my own curiosity in the world. And so I think if I’m anything, I’m a very curious person. I’m curious how the world works. I’m curious why, you know, segments of the population aren’t being served. So my journey really started, you know, undergrad, I went to USC and I really went undeclared and thought I but wanted to be a lawyer and. 01:10.72Clara Paye _ UNiTEgot into one political science class and I was like, no, I definitely don’t want to do this. And so kind of was looking around like what else is out there, found the business school at USC, and more importantly, found the entrepreneurship program, which was number one in the nation at the time. And, you know, and I knew I didn’t want to study accounting or finance, and that’s what business was to me in my mind back then. And finding this entrepreneurship route really like kind of opened up the world to me and was like a light bulb. 01:34.45Clara Paye _ UNiTEyou know My dad is an entrepreneur. and We immigrated from Africa and the Sudan when I was five years old. And in Africa, he had an automotive parts distribution business. And when he immigrated to the U.S., he started a plumbing manufacturing and hardware distribution business. And so, you know, having a dad that had kind of modeled entrepreneurship, it was demystified for me. And so I was like, oh, that’s really interesting. You know, I’ve been an entrepreneur kind of since I was a little girl, whether, you know, the classic lemonade stand or side popsicles or, you know, drawing pictures and trying to sell them to my aunts. Like, you know, I always had that entrepreneurial 02:07.53Clara Paye _ UNiTEstart and you know funny and but like at USC I remember them taking a poll of all the entrepreneurship kids and how many of them had like a lemonade stand or something similar as a kid and it was like 95% of the class raised their hand right like it’s something almost innate where you know that entrepreneurship bug grabs you was even a little kid and 02:15.32vigorbrandingMm 02:24.37Clara Paye _ UNiTEAnd so, you know, going into the entrepreneurship program, it was kind of like and equated to like Ted Talks, where you just got to like hear and listen to these really successful entrepreneurs that had launched and they were normal people with good ideas that they just implemented. 02:36.22vigorbrandinghmm. 02:38.93Clara Paye _ UNiTEAnd I thought I would you know be an entrepreneur straight out of undergrad. I wrote a business plan um and for the apparel industry back then. this is I’ll date myself, but I graduated in 1999 and in 1998, 99. I wrote a business plan for plus size clothing for teenage girls. So I saw that there was this huge segment of the population where kids were kind of, you know, Americans were growing in size. and there weren’t really anything fashionable for young girls to wear if they were plus size. They had to shop, you know, especially in jeans, they had to start in the, you know, shop in the women’s Husky department, women’s department or the boy’s Husky department. And it really wasn’t anything fashionable. And I wrote this great business plan. All my professors told me to do it. And like the only person I knew that had any money was my dad. 03:21.66Clara Paye _ UNiTEyou know, being 21 years old and or, you know, barely 21 and asking him to fund, you know, I needed like $30,000 back then to launch this business. And my I was going to do it with my best friend whose father had just invested in the jeans manufacturing plant. 03:34.66Clara Paye _ UNiTEShe had done the entrepreneurship program the year before. It was like this home run idea. The internet was just coming online and we were going to do it all online. We didn’t need storefronts. You know, we’re kind of kind of revolutionize all of these things. 03:44.94Clara Paye _ UNiTEAnd my dad’s like, what? Huh? Like watch yourself humming products. Yeah. 03:48.78vigorbrandingYeah. 03:50.42Clara Paye _ UNiTELike, this is a business that already exists. And he just didn’t see it, didn’t understand. But it’s it’s ironic that like that business would grow on to be like that segment specifically, um where I did all my research at this mall, like, went on to become a billion dollar business, like Torrid went into the same free mall with the same concept. And so that was kind of like always in the back of my mind, my entire career. So from age 20 to now, like, gosh, like, why I should have done that, like, I should have done something like that, you know, why didn’t I try and um I’m telling a really long part of the story so we can edit this, but it’s really like, you know, for me, it was really about that early experience in entrepreneurship that I held on to, but then I would go on. 04:22.93vigorbrandingOh, it’s great. 04:29.89Clara Paye _ UNiTEand work in cosmetics, worked for advertising agencies, you know, um and then eventually my dad lured me into the family business, which was like, you know, about five years after college, I wanted to get my MBA and he said, hey, I’ll make you a deal. You and your best friend want to come work for me, get your and MBAs and I’ll pay for them. And you just have to stay the time that you’re studying. And, you know, we did this executive MBA program where we worked our nine to five and then we went to school from like six to 10. 04:53.31Clara Paye _ UNiTEAnd those are long days, but they were really fun because I got to take what I was learning in the MBA program and immediately apply it to my family business, which was, again, the plumbing and hardware distribution business. And so not that I was in love with plumbing and hardware, like, trust me, if I never see another supply line in my life, it’ll be too soon. But um it was really about this unique experience that I got to learn and apply, learn and apply. And it was just Really? um Really what set me up for like, you know in that curiosity to like really make an impact in my family business Where you know, sometimes when you join a family business you get told well, this is how we’ve always done it So this is why you have to do it this way and for me I got to kind of redefine everything Because of this MBA program that I was doing and my dad trusted, you know, he always had a high regard for education And so was like, okay. Well, yeah, let’s try it and really got you know got in and 05:45.11vigorbrandingThat’s fantastic. i mean You bring up a really interesting point, though. Being a so a sibling of an entrepreneur, you you kind of do realize, or you maybe you don’t realize that it’s it’s not easy, but you you know it’s it’s doable, right? If you watch your father do it, like my father had a couple small sporting goods stores. So I thought, well, if you want to start a business, you just go out and start it. You just do it. and You know, my story is I’ve never been smart enough to know what I can’t do. So I’m like, Oh yeah, I can do that. And just, you know, and sometimes you pass, sometimes you fail, but you know, it’s like, Oh, I can try that. Oh yeah, I’ll do that. So, but, but I think our parents really do make it easier for us if they’ve done that, you know, and you sort of, I don’t want to say you take it for granted, but it’s sort of like, it seems doable. It seems attainable, you know, and next thing you know, you you’ve got something special. And I’ll say this, it had to be interesting, difficult, and maybe very educational for you. 06:34.52vigorbrandingah being a young woman in and the and the plumbing supply distribution business. I mean, what was that like? 06:40.78Clara Paye _ UNiTEah You know, it was it’s a very old industry. It’s you know very much like there’s very little product innovation. And so for me, being a curious person, I was always trying to learn. I always wanted to go to like plumbing school. So like I could like learn about the products a little bit more because they’re actually really complex. And if you ever go down a hardware store aisle and you go down the plumbing fittings or the plumbing section, I mean, there’s literally thousands and thousands of SKUs and so many different parts to like toilets and you know faucets and it’s it’s a very confusing um you know you have to have like a lot of deep knowledge in the industry to really make an impact so for me you know i knew i was never going to have that right what i could bring to the table was really an outside the box way of thinking about this industry like you know we created the company’s first website and started selling you know online and really trying to 07:28.80Clara Paye _ UNiTEUm, quantify customer experience, right? Like it wasn’t just about like place, you know, filling orders. It was like, what was the experience of that order for your customer? And so I’ve always been a customer centric leader. So I think it’s because I came up through marketing and entrepreneurship. You know, I really care about the customer and I really care about like the person that’s opening the box, whatever that box is, you know, and so. 07:51.58Clara Paye _ UNiTEFor me, it was all about aligning the business to be customer-focused, because my thesis was, if you focus on your customers, they will reward you with loyalty. And if they reward you with loyalty, your revenue will grow. 08:01.84Clara Paye _ UNiTEright It’s a win-win. 08:02.46vigorbrandingmean 08:03.15Clara Paye _ UNiTEIf you create value, why would somebody leave you? So it’s when you’re not creating value and you’re creating problems for the customer that you know you have that attrition. 08:13.25Clara Paye _ UNiTEAnd so for me, it was really about um making sure that we were taking care of our customers. And and that was the winning strategy. I mean, it sounds really simple, but it’s way harder to execute when you get to scale. 08:26.05vigorbrandingThat’s great. I mean, it makes total sense. So basically, you do all your own plumbing now, is that what you’re saying? 08:31.81Clara Paye _ UNiTEnot at all 08:32.01vigorbrandingYeah, I knew about it. Okay, so now let’s jump into something that I know you’re very proud of and should be. the that You founded Unite, okay? and And so let’s talk about that. You founded in March of 2020, right? 08:44.85vigorbrandingIn the middle of that thing called the pandemic with COVID. um but Obviously, that was a part of the story. That’s what sort of infused the story. Can you talk a little bit about that? 08:53.69Clara Paye _ UNiTEYeah. So, you know you know, I’d been ideating on it for like probably a year and a half before that and really trying, you know, it was working in the plumbing business at my, you know, and the family business that I was kind of like stuck behind my desk. And especially when I became a mom, like I was always just like looking for quick fuel to get me through my day. And that was like kind of when I had the epiphany for Unite and really our main point of differentiation is that we use global flavors. 09:15.38Clara Paye _ UNiTEAnd so I had this unique experience, again, just just like the plus sized clothing where I was like, wait a minute, like there’s this whole population of people out there, like half the population are immigrants, people like me, or people that are just like really interested in other cultures and really interested in other foods. 09:31.28Clara Paye _ UNiTEYou know, I live in LA, like there’s, you can eat Thai, Indian, Chinese, Japanese, whatever you want, any time of day you want, you know, it’s all, you know, and that’s what makes America unique is that we are this melting pot of cultures. 09:38.69vigorbrandingYeah. Yeah. 09:42.73Clara Paye _ UNiTEAnd it very similarly, I saw this demographic shift where, you know, America was just going to continue to grow in, in multiculturalism. And so I was like, okay, if you’re in wellness and you are diagnosed with something like for me, it was a gluten intolerance. Like, and you go and try to find diet compliant food and you go to the shelf and like nothing resonates with you. Like that’s a huge miss. And so I think it was because 10:08.08vigorbrandingbut 10:08.18Clara Paye _ UNiTEYou know, i I’m not, everybody that has created protein bars up to that point wasn’t diverse, didn’t have the life experience I had. So I just kind of used my own life experience it to develop it. 10:18.38Clara Paye _ UNiTEAnd I developed them in my kitchen, like really, like, you know, as I got my cuisine on out and was like, what would I put in my protein bars? And for me, it was like almond butter and dates and, you know, let’s sweeten it with all natural things. 10:25.68vigorbrandingMm hmm. 10:28.41Clara Paye _ UNiTEAnd I i can’t use sugar, alcohols or Stevia. Like I i just, they’re not palatable to me. So I just use natural things. and literally googled what do nutritionists say should be in a protein bar and like made those my macros like it’s not that hard you know you don’t have to like spend hundreds of thousands of dollars to figure it out and um created my first recipes and found a co-packer to make them and I knew you know because I didn’t want any food liability I wanted a really strong co-packer to be the producer for them found one that ah you know where they saw the vision they understood what we were about and supported us and got our product launched and 11:05.31Clara Paye _ UNiTEYou know, Expo West was this trade show, you know, it was a trade show in the food industry. It’s the largest natural products convention in the entire world. And if anybody hasn’t been to it, just imagine seven convention centers all smashed together in Anaheim, hundreds of thousands of people, like 3000 plus exhibitors. It’s literally and figuratively like Disneyland. Like it’s just, it’s a zoo. It’s, there’s so many people. And we got our little 10 by 10 booth and at the, you know, they have this like new products part of natural expo that opens a day before or used to. 11:35.43Clara Paye _ UNiTEAnd we got our booth set up and we were ready to rock. 11:37.30vigorbrandingMm hmm. 11:37.51Clara Paye _ UNiTEWe were going to go show our bars. We had this whole warehouse full of new bars to show buyers. 11:39.71vigorbrandingand 11:41.83Clara Paye _ UNiTEAnd that’s how it’s going to get people excited. And then the pandemic. And that was the first thing to get canceled. And literally we got this call like shows not going to happen. So break down your booth. 11:51.86Clara Paye _ UNiTEAnd you know, and it was like such a wild time. 11:52.43vigorbrandingYep. 11:55.64Clara Paye _ UNiTEum And people were really, you know, unsure of what was going to happen. And, you know, ah brands were not able to get into stores to pitch or any buyers, everything kind of went on hold because every grocery store was worried about safety for their employees and how to keep cleaning products on shelf and Lysol wipes. 12:13.52Clara Paye _ UNiTEAnd like nobody was really thinking about like protein bars, right? 12:16.49vigorbrandingRight, right. 12:16.43Clara Paye _ UNiTELike we’re all trying to, you know, that’s what like, I think we all were baking banana bread every day in this power now and like, you know, consoling ourselves with chips and margaritas at, you know, noon. so 12:26.31vigorbrandingYeah. Well, I remember like for us, I mean, you know, one of my companies is Quench, which is a CPG food and beverage. I said, you know, COVID was truly the greatest sampling program in the face of the earth, food and beverage. If you made a product at that time, if you had an established product, you people bought it, people ate it, they put in their pantry, they stacked in their shells. I mean, it was phenomenal time for food. I mean, unfortunately, it was you were too new, right? You couldn’t even take advantage of it. You didn’t even get a chance to get out of the starting gate. so That’s how to be extremely disappointing. But I think it’s amazing too. Like, okay, so you you come from one industry and and you learn a lot just in business and dealing with people from one industry. But then you you applied to this startup that you didn’t, you’ve never really, you were never in the food business. So you don’t learn how to be a manufacturer, you had to learn about safety, you had to learn about ingredients, legal and and everything and anything. I mean, it’s just, ah it’s an amazing undertaking. How did you how did you learn so much? 13:21.18Clara Paye _ UNiTEYou know, like business is a framework. So once you understand product liability, you understand how to ensure against it, right? And you learn that, you know, you have to look, what are the certifying bodies in your industry, right? 13:35.40Clara Paye _ UNiTELike in, you know, for electrical companies, it’s like UL listing, you know, in food, it’s SQF. 13:35.85vigorbrandingMm hmm. Mm hmm. 13:40.84Clara Paye _ UNiTEAnd it’s not like the information isn’t that hard to find. So I think it’s like, you know, once you have a framework of, it’s, you know, the product is a widget almost, right? Like how you deal with Lowe’s is how you deal with Target. 13:49.40vigorbrandingMm 13:52.55Clara Paye _ UNiTELike it’s a big box. 13:52.83vigorbrandinghmm. 13:53.59Clara Paye _ UNiTEThey care about many of the same things, right? You have to understand what’s going to happen on the back end of your business. You have to understand how to get that product there on time and in full. And that’s what matters to them. 14:04.49Clara Paye _ UNiTEAnd so I, you know, it’s hard and it’s not. And so for me, I’ve always really relied on my network, Michael, like, like if I don’t know the answer, I know somebody that I know must know the answer. 14:16.44vigorbrandingMm hmm. 14:17.09Clara Paye _ UNiTESo I spent a lot of time. I don’t want to say networking, but I think it’s really about building relationships, like mutual like mutually beneficial relationships with people, trust. 14:26.75vigorbrandingSure, trust. 14:29.50Clara Paye _ UNiTEAnd when I got into the food space, I was like, I just need to great advisors around me. I need people. 14:33.78vigorbrandingMm hmm. 14:33.82Clara Paye _ UNiTEAnd I didn’t want like consultants. I wanted people who were also running their businesses, who were going in the trenches, doing it with in in real time. 14:38.08vigorbrandingSure. Skin the game. Yep. 14:41.79Clara Paye _ UNiTEand so you know, having a ah YPO forum of YPO, you know, food CPG people was like one of the ways that I accomplished that and like really creating a forum of people around me that were doing the same things as I was. 14:50.42vigorbrandingMm 14:56.01Clara Paye _ UNiTEAnd, you know, there’s a lot of symbiotic um experience there. And we all got to go through COVID together. So it was something I did early on, you know, it was like grabbing people who wanted to go on this journey with me. 15:02.72vigorbrandinghmm. Mm hmm. 15:06.56Clara Paye _ UNiTEAnd so, You know you’re I think networking is like kind of like a bad word sometimes like people think it’s like you’re using people when you say networking but you’re doing networking right you’re actually at creating value for other people first right and that out it works. 15:13.24vigorbrandingwho yeah 15:20.16vigorbrandingThat’s right. Yeah. Absolutely. All right. So now let’s talk. You created the, the you had a product, you you got shut down and covered. So let’s talk about the Unite name. You created a brand and I’m a big brand guy, you know that. I love brands and and I love what you did here. I love the name and I’m not just saying that because you’re here, but this is something I did not know. I read an article and I read about the I in Unite. I should have looked and realized that the lowercase I, but to talk about the brand and how you came up with the name. 15:45.47Clara Paye _ UNiTEYeah, I mean, so for me is all about that what I was trying to do. So this is like the mission part of like this journey when like you’re over 40 and you’re creating new business. Usually you’re not doing it just for money. You’re really doing it because you feel like something’s missing in the world and you want to make the world a better place. At least that’s my journey. 16:01.60Clara Paye _ UNiTEAnd for me, it was like, how can I use food as this instrument of inclusion to improve the lives of people, see people who haven’t been seen, welcome them into wellness, right? And kind of create cultural bridges, right? Where like somebody who I think food is has this unique way of binding people, right? Like it’s the cultural equivalent of bringing your, you know, 16:23.95Clara Paye _ UNiTEyour dish to a potluck and like you know kind of like do you like it you know kind of like yeah having that like you know there’s a moment where you’re like are you sure it’s kind of a little strange or like you know when when people used to come to my home and like be like you know my mom made this thing you don’t have to eat it it’s you know you might not like it and then people loving it and you’re like oh Okay, it’s good. Like it’s safe. Like everyone’s accepted now. And so I think for me, it was like how, you know, food can, can also divide people. But if people make fun of somebody’s food or make fun of flavors, you know, and I think it also can unite. And so I wanted to use it as like, you know, let’s, let’s find common ground. Let’s find flavors that like will resonate with lots of people. And so like the flavors we choose typically are not just like country specific. They’re like region specific. 17:04.98Clara Paye _ UNiTESo like, you know, churros are eaten in Spain, in Mexico, and like all over Latin America, right? Baklava is eaten in North Africa, in Greece, in Russia, in Croatia, right? 17:15.03Clara Paye _ UNiTEBubble tea, which sounds like just an Asian, Asian flavor. And yes, it was born in Taiwan, but you know, like but the British drink milk with tea. the in Indian people drink milk with tea, and the Middle East drink milk with tea. 17:25.54Clara Paye _ UNiTELike those flavors are, can resonate with lots of different people. 17:29.23vigorbrandingYeah. 17:29.53Clara Paye _ UNiTESo, and then there’s peanut butter and jelly, and that’s the one where people are like, 17:31.64vigorbrandingYeah. 17:32.95Clara Paye _ UNiTEhuh like you know that’s like that’s not global but it’s like my american heritage is just as important and so i want all people to feel represented and the reason the eye is small and as i think because if you’re trying to connect two sides you yourself have to get smaller to understand the other side and so that you you know to understand the other you know and we live in such a time of division and so like really having a name like unites like it’s really the essence of the brand 17:37.39vigorbrandingyeah 17:58.39Clara Paye _ UNiTEis to, you know, ah seek to understand and seek to find common ground and instead of like how we’re different. 18:05.96vigorbrandingI love it. i mean You obviously have a propensity for for marketing. it’s it’s It’s very smart and very sound, the thinking behind it. and and I’ve had the products that are fantastic. and again I’m not just saying that they’re your your products are absolutely delicious, so you should be very, very proud of that. 18:21.31vigorbrandingum you know and now So we talk about the flavors, so ah we do a food trends presentation every year and we always come up with all these funky flavors and and we we I shouldn’t say funky, we we we learn about things that are popping in different parts of the world and starting to you know bubble up and and and ah you know we we try to grab onto them, I mean all of us as manufacturers, as restaurants, as ah marketers And we try to understand these flavors and how to bring them forth and and introduce something fresh. how do How do you go about finding flavors? How do you go about deciding what the next flavor is going to be? 18:54.83Clara Paye _ UNiTEit’s really intuitive for me but like you know my my hero flavor is churro and like that one was really you know born out of you know I live near Disneyland I live like 15 minutes away and I have small kids and so we were always at Disneyland always the line at the churro cart was kind of like around the corner right and like churro was like definitely this very familiar flavor and like churros are you know they’re eaten they’re They’re not just different for different sake. Many people have had a churro, whether it’s at a fair or at Disneyland or at a carnival. Churro was like not that um outside the box for most people, and it was very approachable. and so like That Disneyland car, just like looking at the lines, I was like, yeah, that could be a really good flavor. How come nobody you know hasn’t really done that? and then 19:44.35Clara Paye _ UNiTEyou know, I would visit ethnic markets a lot to look at the flavors. 19:47.44vigorbrandingSure. 19:47.62Clara Paye _ UNiTESo I go to Hispanic markets, I go to Korean markets, I go to Japanese markets, you know, I live in an area again, where I’m blessed by diversity. And so I study, you know, when I travel, what are people eating? 19:59.01Clara Paye _ UNiTEWhat, you know, what are people, you know, what do people enjoy? And I really, I mean I the first flavors are really like things that I loved so I just wanted to create things you know flavors and then I tested them on my friends and I probably Michael I probably made like 15 or 20 different flavors before I started right like and kind of like chose the heroes from um the ones that I made and in my kitchen. 20:17.81vigorbrandingMm-hmm. Now, is there one that you you loved and thought, oh, everyone’s gonna love this and didn’t make it? Is there a flavor that you kind of, what is it? 20:26.76Clara Paye _ UNiTEYeah it was a ah green tea matcha 20:30.55vigorbrandingUh-uh. 20:30.44Clara Paye _ UNiTEflavor and so but green tea powder sometimes can be fishy and it’s like sounds so weird but like it just didn’t work in in scale right and so and there are macho bars out there but I never think that they taste great and so you know I wanted it to have like good product integrity and so like that was like a 20:35.42vigorbrandingOkay. 20:39.37vigorbrandingNot it. 20:45.81vigorbrandingMm-hmm. 20:48.56Clara Paye _ UNiTEyou know, one that like I thought would be, you know, cause if you, if you look at the Starbucks menu, like ah so many, you know, those, those are great flavor cues too. Like, you know, Starbucks spends a lot of time in flavor development. And so you can just, you can take cues from adjacent industries. 21:01.68vigorbrandingSure. We got to work with a lot over the years ah through Quench. We worked with the Hershey Company and we worked with the scientists. And I was always blown away because we’d go in the, and back, this would be like early 90s, we’d go in these rooms or they’d have to swipe a card for the door to open. It seemed very like, 21:17.81vigorbrandingUh, sign sci-fi, you know, and it would it be lab technicians and they’d put drops and they’d be like, here, taste that. What does it taste like? I’m like, well, I taste apple pie. They’re like, wait for it. I’m like, Oh, I taste whipped cream. Wait for it. Oh, I can not taste crust. Like they could do this. I mean, it was like better living through chemistry. They could do all this stuff. 21:36.54vigorbrandingand what it came down to obviously was and this is what is so hard with what you do is now you have to source the ingredients now you have to make sure it’s not a chemical thing and then you have to understand can you can you afford that flavoring at a price point that will be palatable to the consumer so there’s so much involved in all of what you do yeah 21:56.81Clara Paye _ UNiTEThere is so much like, look, all business is hard, but the food business is particularly hard, right? Because you’re, it’s a living, breathing thing, right? And for me, it came down to simplicity. Like I always wanted simple ingredients um because I wanted people to be able to understand what was going into the bar, right? Like I wanted it to be real food and natural. And um so when you have those kinds of like, 22:22.56Clara Paye _ UNiTEBarriers, you know, it’s it helps you and it hurts you right? Like I can’t put in a bunch of processing You know like many large companies can because that’s not the brand value that I’m trying to create or the kind of product I’m trying to create. 22:30.08vigorbrandingRight. Mhm. 22:34.50Clara Paye _ UNiTESo yeah, it’s very hard um You know, we do get a lot of those scientists taking pictures at our booth every year at all the Expos and so people and we have been copied, you know and that’s like just anytime you’re successful at something people are gonna copy you and so 22:45.84vigorbrandingSure. Mhm. 22:50.21Clara Paye _ UNiTEBut I think at the end of the day, consumers want authenticity. They want you know brands that are creating products that are meaningful to them and will reward those brands. So I don’t really worry about like copycats. I worry more about when they stop copying me. 23:07.91vigorbrandingbut you know and But to your point, and you know weve we’ve been doing a food trends report for over 15 years, and what you are doing and and how you’re doing it is very on trend. It’s not easy. It’s not inexpensive. i mean it’s ah it’s ah you know you there’s you could You could have cut corners along the way on your product, but you don’t do that. I just think that that’s going to pay dividends in the long run. i think that’s such a It’s hard to stick to your ethos, but I think you do a fantastic job of that. so I think it’s something to be proud of. and so and My next thing is, I did not know this, but the I in Unite stands for invite. and I did not realize on the back of every bar there’s an email address that you can people can send directly to you for suggestions on new flavors. Have you have you learned anything from these? Have you gotten anything interesting in the emails? 23:52.30Clara Paye _ UNiTEYes, I love those emails, like those emails come to me. And so I get to interact with the people that write those emails. And, you know, the most meaningful ones are when people will give me a flavor suggestion, but then they’ll also say, thank you for making a bar for us. 24:07.73Clara Paye _ UNiTEYou know, thank you. And it’s exactly what I wanted to do. 24:09.63vigorbrandingThat’s super cool. 24:10.64Clara Paye _ UNiTEwhen I, when I set out was like, make the invisible feel seen. 24:12.05vigorbrandingYeah. 24:14.77Clara Paye _ UNiTEAnd you know, I know what it’s like to not feel seen. You know, I know what it’s like to like, kind of be in the shadows, like being a woman in the plumbing industry. Perfect example, right? Like you don’t really belong here or you don’t like, you know, somebody that looks like me typically doesn’t work in plumbing, right? 24:29.33Clara Paye _ UNiTElike It’s a very old, old, you know, antiquated kind of industry. And so like when I get those emails, I get really excited and people do have some great ideas and ideas of like things that we’ve actually developed, you know, and just haven’t launched. And, you know, so it’s fun to know that like, it is also on trend for people. 24:49.00vigorbrandingThat’s fantastic. So I mean, ah um I’m being italian Italian. My wife’s Greek. So yeah, yeah, her mother makes us baklava. So it’s phenomenal. So I love that. I’m really proud to see that you have a baklava in your in your flavors. So you have you have baklava, you have peanut butter and jelly, you have chiro, bubble tea, Mexican hot chocolate. What’s your what’s your favorite? 25:09.34Clara Paye _ UNiTEYou know, it’s like asking me which my favorite kid is. 25:12.05vigorbrandingah We all have one. 25:11.94Clara Paye _ UNiTEum i and I mean, is our hero. 25:12.61vigorbrandingCome on. We all have one. On any given day, we all have one. A favorite kid. 25:18.32Clara Paye _ UNiTEAnd churro was like the first bar where I was like, okay, we really have something. 25:19.02vigorbrandingUh-huh. That’s the baby. 25:21.72Clara Paye _ UNiTEYeah. But I really also very much like baklava. And it’s similar to churro in that, you know, it’s got kind of like some of the the same kind of spices with the cinnamon. 25:28.18vigorbrandingMm-hmm. 25:29.41Clara Paye _ UNiTEBut baklava has never been done outside of baklava. 25:31.48vigorbrandingMm-hmm. 25:32.33Clara Paye _ UNiTELike, think about it, Michael. Like, you’ve never seen a baklava ice cream. You’ve never seen a baklava cracker. 25:35.23vigorbrandingNope. 25:36.56Clara Paye _ UNiTELike, you’ve never seen a baklava popcorn. Right? Like it was very unique. 25:40.80vigorbrandingYeah. 25:41.16Clara Paye _ UNiTEAnd, you know, when I, before I launched, you know, many of the, the manufacturing partners I met with in the beginning were like, these price flavors are too strange. Like nobody’s going to buy these and like to be, you know, have come full circle and and be like, no, they’re great. 25:54.00Clara Paye _ UNiTEAnd like Baklava just won a good housekeeping award this year when they’re, you know, best snack award. Churro won the same award last year. 25:59.19vigorbrandingAwesome. 26:00.98Clara Paye _ UNiTESo it’s like, it’s incredibly validating when, you know, people. like like the product and like, you know, um appreciate it. And it’s got organic honey in it. It’s just really tasty bar. 26:12.34vigorbrandingThat’s great. Well, like I said, you’re the products are amazing. And in a way, I like i look at these flavors and in a way they are they’re kind of all comfort foods, too, right? I mean, they’re, they’re, yeah, they’re all international flavors, but they’re almost like international comfort flavors, you know, it just it kind of feels that way. 26:28.40Clara Paye _ UNiTEWell, they’re nostalgic flavors. 26:30.16vigorbrandingYeah. 26:30.11Clara Paye _ UNiTESo they’re foods that you ate in childhood. 26:32.21vigorbrandingRight. 26:32.26Clara Paye _ UNiTEAnd so that was also really important to me. That was also one of the barometers is like childhood flavors. 26:36.76vigorbrandingPerfect. 26:38.45Clara Paye _ UNiTEAnd ironically, I mean, I didn’t develop these for kids, but like kids love our bars and like, duh, they’re childhood flavors, right? Like they’re really for adults, but you know, so we’ve had this like wide range of like consumer interest in our, in our products. And so for me, it’s like about taking you back to kind of like a simpler time. I think, you know, health food specifically is sometimes punitive. Like, Oh, I don’t really like this mushroom powder, but I’m going to drink it because like, i my you know, my, 27:03.59Clara Paye _ UNiTEpodcast said that I’m going to get muscles if I drink it. you know and I’m like more on the other side of wellness. We’re like, let’s make it fun and let’s make it like food you want to eat, not food you have to eat. 27:09.80vigorbrandingMm-hmm. Yeah. Yeah, that’s great. All right. Well, let’s have some fun here. So, you know, being the research guys that we are and the marketing guys where we came up with our own flavors. So we decided to go around the world. I want your opinion on if these are going to be winners or not. So we’ll start in India, a gulab jambu. It’s very popular dessert. It’s often served during celebrations. It’s fried dough soaked in a rosewater syrup, often garnished with almonds and cashews. 27:40.04Clara Paye _ UNiTE10 out of 10. I think that would like a home run flavor. I’ve actually, you know, my Indian friends have also suggested ah exact flavor and it’s always kind of been in my mind. 27:45.01vigorbrandingYeah. 27:48.94Clara Paye _ UNiTEThe rosewater is the one that’s like, can be polarizing. So, you know, we try to have things that are like, you know, broad appeal, but yeah, I think 10 out of 10 would be a great flavor. 27:57.57vigorbrandingPlus, I’ll say this, I hate to be the total American here, but pronunciation can also be a barrier to people buying something if they can’t if they can’t figure out how to say it. 28:04.52Clara Paye _ UNiTEFor now, right? 28:06.08vigorbrandingAll right, now we’ll head to Spain, a creamy caramel flan. 28:09.66Clara Paye _ UNiTEI love flan and I think flan is another one of those foods that’s mistaken for like just Latin Americans because lots of people eat flan or you know it’s called sometimes creme caramel it’s called like different things in other regions of the world you know so yeah another great flavor you guys are good at this don um don’t start a bar company Michael. 28:15.09vigorbrandingMm hmm. 28:26.72vigorbrandingyeah Yeah, yeah. We would never if we, you know, they’re yours. These are all yours if you want to do them. So you have some friends, we have some employees in Brazil. So um Bolo de Rolo. It’s a light sponge cake. It’s rolled up with a layer of tangy guava jam. 28:43.47Clara Paye _ UNiTEThis one I’ve never heard of, I’ve never had. 28:45.94vigorbrandingright 28:46.23Clara Paye _ UNiTEI’ve not not been to Brazil, so it really piqued my interest. I love guavas. I think tropical fruits, you know, we see that in beverage now. 28:54.85vigorbrandingRight. 28:55.48Clara Paye _ UNiTEYou know, there’s all kinds of great beverages that have popped up with tropical fruit flavors. 28:56.09vigorbrandingMm hmm. 29:00.70Clara Paye _ UNiTEAnd definitely in terms of what global flavor trends, guava I think is still underrated because I love guavas. 29:04.97vigorbrandingMm hmm. 29:07.99Clara Paye _ UNiTESo yeah, I think, you know, it’d be interesting to to get the um the sponge cake kind of consistency in a bar because bars tend to be a little bit drier and a little bit harder to to make soft because water stability issues. 29:20.76Clara Paye _ UNiTEBut I think that’s super intrigued. I want to go to Brazil, so that’s on my list. 29:24.27vigorbrandingYeah, there you go. There’s an excuse for R and&D. It’s a write-off. um you know Yeah, it’s ah that that’s that’s that’s fun. OK, so we go to Italy ah for some almond biscotti. 29:37.61Clara Paye _ UNiTEI mean, I love biscotti, but I think if you’re craving biscotti, eat a biscotti. 29:41.08vigorbrandingYeah, I agree. 29:41.18Clara Paye _ UNiTEyou know 29:42.08vigorbrandingYeah, I don’t think that works in a bar, right? 29:43.73Clara Paye _ UNiTEWell, you know like people tell me, like oh, you should make a hummus flavored bar. I’m like, what? Why don’t you just eat hummus? 29:49.24vigorbrandingYeah, yeah, exactly. Exactly. 29:50.94Clara Paye _ UNiTEyou know For me, it’s about taking some things. Because biscotti is not unhealthy, like typically. like you know If you had one, it’s like it’s fine. 29:55.05vigorbrandingNo. 29:57.11Clara Paye _ UNiTEIt’s like a treat. So I typically try to take like higher calorie, higher density things to make them healthy and approachable. 30:02.75vigorbrandingoh 30:05.67vigorbrandingYeah, you’re you’re almost bringing a dessert together to a degree, right? 30:05.58Clara Paye _ UNiTEso i probably Exactly. 30:08.59vigorbrandingYeah. 30:08.51Clara Paye _ UNiTEa 30:09.42vigorbrandingYeah, that totally makes sense. And you know what’s funny? You you just said something that that really kind of stuck with me. though The beverage industry does do a lot of flavors. And it’s really kind of accelerated. I mean, as a company, we were early on with with flavored beverages in the tea category. 30:24.27vigorbrandingAnd we were we had a brand that we worked with for like 15 years. We helped build what’s called Turkey Hill Iced Tea. Excuse me. And it was the first refrigerated tea. a lot of There was teas out there that were shelf-stable, but we were in the refrigerator. Well, the proliferation now of beverages in the refrigerator. You go to a convenience store with just walls of beverages. So there’s a lot of unique flavorings that you see popping up. And I guess that’s that would be a good place to see, I don’t know, what’s acceptable, right? like what are what are What are consumers interested in? 30:53.61Clara Paye _ UNiTEYeah, I think um it’s a good, again, like I got to take a lot of flavor cues from like a Starbucks or like, you know, what are people drinking? 31:01.08vigorbrandingyeah 31:02.11Clara Paye _ UNiTEAnd like, what are the flavor cues in beverage that we can borrow from, right? Or we that can inform some of us. I think in beverage, it’s a little bit easier because the flavoring is just like props added to something versus like you’re trying to really create something authentic in food. 31:13.60vigorbrandingYeah, yep, yep. 31:19.97Clara Paye _ UNiTEBut gosh, I’m just happy I have a shelf stable product. Like I can’t imagine distributing a refrigerated or frozen product. 31:25.52vigorbrandingYeah, yeah, yeah. 31:26.11Clara Paye _ UNiTELike knowing what I know now, it’s like just a whole nother level of of anxiety. 31:30.73vigorbrandingYeah, well in flavoring to own on that side is it’s amazing how if you had some foot, it’s not obvious as a flavor to like what happened to potato chips, right? So we have a snack food category of snack foods. I mean, adding just a new flavor a new fun. It’s it’s amazing how much velocity you get and how much traction we actually did it across the tuna category. 31:49.35vigorbrandingAnd you would think, you know, tuna, we started adding sriracha or different types of hot or or or Thai chili or, I mean, just all these kind of unique flavors. 31:54.20Clara Paye _ UNiTEMm 31:57.94vigorbrandingAnd it’s amazing how it can really ah get you more more ah shelf presence. 31:59.66Clara Paye _ UNiTEhmm. 32:03.65vigorbrandingAnd it also then, ah it creates ah an atmosphere of trial. So it’s ah’s it’s an awful lot of fun for that too. So um so as an entrepreneur who who’s growing and developing a brand that’s still a relatively young brand, ah you just created it four years ago. 32:17.34vigorbrandingWhat are some of your biggest challenges? 32:20.85Clara Paye _ UNiTEIt’s sad to say, Michael, but like there’s a lot of predatory behavior for emerging brands in the food space, right? 32:26.57vigorbrandinghe 32:26.47Clara Paye _ UNiTEWhere I think this industry like depends on the turn to a certain degree of like brands to fail, to come in to shoot their shot. And like when they fail, it doesn’t matter because there’s like so many other brands behind them trying to get in that same shelf space. 32:39.58Clara Paye _ UNiTESo I think it’s just being the underdog. like If you look at the shelves that we’re on, we’re competing with behemoths, right? Like billion dollar brands, multi-billion dollar brands, like that control the entire food supply. 32:48.42vigorbrandingMm hmm. Mm hmm. 32:51.38Clara Paye _ UNiTEAnd we’re like on the same shelf and like, how can we actually compete to build brand awareness? Like, you know, so you just do it with a radical authenticity. You do it by creating value for the consumer, creating something different, creating a better product. 33:05.17Clara Paye _ UNiTEBut it’s really like having come from a larger company where like, you know, you have some kind of street cred because you are a larger and you’re eight It’s easier to grow a larger company, but to grow from scratch has been like humbling. 33:17.69Clara Paye _ UNiTElike it’s There’s a lot of people who want to put their hand in your pocket, who want to you know take advantage of you, and you have to be astute. 33:18.13vigorbrandingYeah. 33:24.66Clara Paye _ UNiTEAnd again, you have to surround yourself with people that are smart, that will help you avoid the landline, help you clear those paths. but You know, I, um, I also started, um, a nonprofit called included for, you know, people of color in food CPG just because I feel very passionately it’s called included included CPG, um, for people to kind of like not make the same mistakes that I made or kind of try to pull it forward somehow by clearing the path for, you know, I don’t want people to, you know, make the mistakes that we, we’ve made or could have potentially made. 33:49.99vigorbrandingMm hmm. 33:56.73vigorbrandingMm hmm. That’s you’ve you’ve always been one to give back. And I think that’s very admirable. I mean, we were walking around. It was it was it this we were just talking about with the included CPG. 34:09.40vigorbrandingWe were walking around. He was exposed. You had a special section and they they they don’t you had them donate space. What was that for? 34:16.71Clara Paye _ UNiTEum Yes for emerging brands and no for included and so we do do that at the fancy food show and at Expo West every year and so we kind of run kind of a mini incubator accelerator For these brands and help them get that space and be ready to pitch and you know, you have to be market ready So it’s not like for a brand that’s like pre-launch it’s like, you know if you have some kind of like established brand presence and really hoping to elevate them to the next level because those trade shows are so expensive and it’s so primitive and so anything that we can do to 34:18.69vigorbrandingOh, OK. 34:43.19vigorbrandingYeah. 34:46.50Clara Paye _ UNiTELevel the playing field to like help an emerging brand win is like I just it just lights me up I like it makes me so happy because These are the people improving the food systems. 34:57.16Clara Paye _ UNiTEThese are the people that are bringing healthy Products to market. 34:57.35vigorbrandingRight. 35:01.02Clara Paye _ UNiTEThese are the people who are you know, taking their family recipes and trying to share them with the world 35:06.90vigorbrandingWell, I mean, I admire you because you’re able to, I could see you walking into those shows and asking for them to give you all this space. And I know how you are. You do with a smile, but you’re pretty emphatic and I’m sure you always get your way. 35:19.64vigorbrandingCause I know I sit in meetings with you and when I’m, and when I miss a meeting, I have to answer to you, but you do with a smile, but you always hold people accountable and you get what you want. And I do respect that. So sure. 35:29.41Clara Paye _ UNiTEWell, I mean, it’s been a great partnership with New Hope and the Specialty Food Association. And it just, it aligns with their value. So they actually are great partners. And so it’s a, you know, and it’s a team. It’s not just me. There’s like five other founders on the leadership team have included. So, you know, we, we are really working hard to improve um the food systems. 35:51.19vigorbrandingwhat So what ah what do a lot of these folks, i mean thankfully they have you ah to sort of open up the door for them, literally to bring them into the into these shows. so like What do you see a mistake made by ah want to be entrepreneurs? what What do they do wrong? Or what do what do you think and in the brand creation process? What do you what do what do you think that they they do wrong a lot? 36:11.05Clara Paye _ UNiTEI mean, it’s probably something we did wrong too, but it’s like trying to pretend you’re a big brand when you’re not, right? Like, yes, you can get on that shelf, but are you ready? Can you support it the same way a big brand does? 36:20.43vigorbrandingMmhmm. 36:22.89Clara Paye _ UNiTEDo you know all the levers to pull, right? 36:24.66vigorbrandingMmhmm. 36:25.09Clara Paye _ UNiTElike And it’s hard to say, like, it’s hard when the opportunity knocks not to take it, right? 36:30.71vigorbrandingSure. 36:31.30Clara Paye _ UNiTESo it’s like that discipline of knowing, you know, What is the actual contribution margin of this account? And, you know, is it just like, or does it accomplish something else? So I think it’s like biting off a little bit more than you can chew. 36:44.02Clara Paye _ UNiTEum And then the one that I pay attention very closely to is quality. I think quality can sink your company so fast. You know, one quality issue, one copacker issue, one whatever issue. 36:53.05vigorbrandingyeah 36:54.04Clara Paye _ UNiTESo if you’re not paying attention to your product, you know, so closely, um that can really be a landmine because you can always create more brands. But you know, if your brand name is like tainted, it’s hard for you. 37:07.44vigorbrandingRight. I mean, some people might not even know like that. I think people assume because you have a brand, that you actually make it yourself. And you know, there are co-packers out there and a lot of brands use co-packers and you’re handing off your basically your baby and your promise, you know, a brand is a promise, your promise to the consumer to someone else to make. Obviously, there’s there’s checks and balances there. But it it is a, you know, there’s there’s places along the way that you have to count on a lot of partners. And it’s a, I’m sure it’s a difficult business, you know, 37:36.97Clara Paye _ UNiTEI think you have to think of your co-man relationships as kind of like your investors because they’re investing their line time, their energy you know to develop your brand as well. 37:40.66vigorbrandinghere Yep. 37:44.95Clara Paye _ UNiTESo it is a partnership. You’re not just like, you know. Um, taking and giving, right? is It’s truly a partnership but if done right. And like, yeah, I like to, I like to actually preface a lot of my buyer meetings by saying, Hey, by the way, I don’t make this in my garage. 37:56.50vigorbrandingMm 37:57.57Clara Paye _ UNiTEI, you know, because like the, the bias is if you’re like an emerging, I have a dream person and you’re like, make as far as in your garage and like packaging them up and sending them out. 38:01.10vigorbranding-hmm. 38:07.22Clara Paye _ UNiTEI thought there’s anything wrong with that. But like, when you’re trying to pitch a fortune, you know, 100 company, they got to make sure that, you know, you have your ducks in a row. 38:09.52vigorbrandingRight. eat Yeah. Yeah. 38:14.95Clara Paye _ UNiTEAnd so that’s a good qualifier. 38:17.32vigorbrandingYeah, Target doesn’t want you like ah to think you’re baking the night before. That’s funny. But I mean, yeah, it’s ah yeah’s it’s true. And it’s amazing all of the the hurdles, I’ll say, that you have to go through. So you have a great, yeah there’s a quote that you like to talk about. lot Winston Churchill, success consists of going from failure to failure without loss of enthusiasm. And you’re always enthusiastic. You want to talk a little bit about some of those things that you had to bump up against, some of your failures, some of the things that you had to pivot. 38:44.24Clara Paye _ UNiTEOh, there’s so many, Michael. I mean, every, if it’s, if it was easy, everyone would do it, you know, like I say that, but it’s like, it’s so true. 38:49.31vigorbrandingSure. 38:51.46Clara Paye _ UNiTEAnd like, you know, and every entrepreneur I talk to in the food space or any space, it’s like, you gotta be able to take those hits and get back up. 38:57.56vigorbrandingOh, yeah. 38:59.18Clara Paye _ UNiTEBut the getting back up is really hard, right? 39:02.31vigorbrandingMm hmm. 39:02.73Clara Paye _ UNiTEEspecially when there’s like, you could do something else with your time. You could do something else with your energy. 39:06.20vigorbrandingGreat. 39:07.24Clara Paye _ UNiTEAnd that’s where like a mission becomes really important. And it’s like, what’s actually driving you? 39:11.03vigorbrandingMm 39:11.36Clara Paye _ UNiTECause if it’s money, you’ll give up. There’s way easier ways to make money. 39:15.17vigorbrandinghmm. 39:15.47Clara Paye _ UNiTELike if I wanted to go make money, I’d just take my money and invest it in real estate or whatever. I’m like, yes, we do that too. but It’s really about mission for me. And so what drives you to like make the world a better place, have a lasting impact, create products that resonate with people. 39:31.82Clara Paye _ UNiTEAnd so success is just a barometer. It’s just an outcome of you living that up. But like, you know, there are times, I mean, I think if you’re not ready to throw in the towel every month in your business, are you even an entrepreneur? 39:42.90Clara Paye _ UNiTELike, you know, like it’s just, it’s the getting back up. 39:43.50vigorbrandingRight. 39:46.20Clara Paye _ UNiTEAnd it’s like that loss of enthusiasm is what gets you. And like another way to send that is like burnout. If you’ve burned out, it’s too late. So I make sure that I don’t burn out. 39:52.89vigorbrandingYep. Yeah, that’s very smart. That’s actually very sage advice right there. Because look, these businesses, no matter how ah exciting they are, or how long you’ve been doing them, you do hit those those troughs, you do hit the burnout phase. I mean, personally, I started my first agency 33 years ago. And it’s, you know, ah yeah well and during this whole time with COVID, there’s so much change. And and and you know You think, well, you’ve been doing this for a long time. Everything think just should be on autopilot. No. I mean, I probably worked harder in the last couple of years. I did maybe in some of the middle years. I don’t know. It’s just just a different time. So yeah, the entrepreneur thing, I think everyone takes it for granted or everyone looks over and says, oh, you’ve done that. Or you have money because of this. And ah most people don’t realize those days and those sleepless nights and those weekends and the you know the the fears of everything from bankruptcy to lawsuits to everything else. We all go through it. right i mean every 40:45.92vigorbrandingi get to I’m very fortunate i get to talk to a lot of founders, I get to talk to a lot of entrepreneurs, and a lot of successful people, and they all have the same they all have those same stories. Every one of them has that nightmare, like, yeah, there was this time when, and you know you didn’t think there was a tomorrow. so it’s ah ah you know it’s ah It’s good to hear, it because your story, you’ve seen it all all the way around from your father to to starting up now and what you’re doing. and I love that you stick to your guns. because ah Again, you can cut corners. You could do things faster, cheaper, but not better. And I think that what you do is ah is really remarkable. And i again, I know it’s going to pay off in the long run. So so what’s what’s next for you tonight? I mean, are there any new flavors? If you can’t talk about it, I understand. But if theres is there anything new products or flavors or anything exciting on the horizon? 41:29.86Clara Paye _ UNiTEYeah, there is a new flavor. It’s called Hot Fudge Sunday. We’ll be launching soon. And so we’re really excited about that flavor, another nostalgic childhood treat. 41:35.70vigorbrandingAwesome. Yep. 41:38.67Clara Paye _ UNiTEAlso some different, you know, we’re looking at different formats, kind of some adjacent things. So definitely an innovation pipeline out there. 41:43.72vigorbrandingthat 41:44.39Clara Paye _ UNiTESo hoping to launch some other products. But really, I want to win at bars first and, um you know, really own our category and really, you know, make sure that our velocities stay up and and everything is is good with bars. 41:59.13vigorbrandingFantastic. All right, so one last question. And you can’t be one of your bars. But if you had one last final meal, what would you eat? Where? Why? 42:09.00Clara Paye _ UNiTESuch a good question. I mean, I’m a California girl, so it’d probably be an In-N-Out cheeseburger, ah you know, and and yeah some french fries and egg steak, animals for sure, animal style. 42:15.08vigorbrandingThere you go. All right. I respect that answer. That’s a great answer. Animal animal style, I hope. 42:25.41Clara Paye _ UNiTEum You know, it’s kind of like, that’s the meal when we travel abroad or something and you get back, you’re like, oh, I just want an In-N-Out burger. 42:26.67vigorbrandingah 42:30.92vigorbrandingYeah. 42:31.05Clara Paye _ UNiTEYou know, it just, it feels like home. And I think that goes back to nostalgia and childhood too. 42:35.15vigorbrandingAnybody that with work or or or whatever, friends or family that travel with me, they know when I land in California, that’s one of the first things I do and I will not leave until I do it. It might not be the very first thing I get to do if I have a meeting, but I will have in and out before I get on that plane to fly back east. 42:51.43vigorbrandingso That’s a great answer. 42:51.95Clara Paye _ UNiTEThat’s right. 42:52.84vigorbrandinggreat answer so Anyway, Claire, thank you. This was awesome. I you know i appreciate you. ah you know I’ve known you a long time and it’s just so cool to hear your story and see what you’re up to and congratulations. 43:03.82Clara Paye _ UNiTEThanks, Michaels. Fun to be on. 43:06.07vigorbrandingAwesome. Thanks.

Step into the vibrant world of Expo West in this episode of the Startup CPG podcast where Daniel Scharff is joined by startup CPG sales legends Matt Levine from Chlorophyll Water, Clara Paye from Unite Foods, and Pierre Jamet from Fishwife. Join them as they share insider tips for Expo West - what to do before, during, and after the show to make the most of your opportunity.From prep hacks to pitch perfection, discover how to wow potential buyers. Master booth setup, keep samples fresh, and ace networking using LinkedIn and CPG Slack. Know the advanced strategies like the "buyer pick 'n roll," stand out in the crowd, and get tips on chasing down a buyer in the aisle.Whether you're a pro or a rookie, this episode gives you expert advice, anecdotes, and actionable strategies that can elevate your trade show adventure.Tune in now!Listen in as Matt, Pierre and Clara share about:Preparation and Goal-SettingEngaging Attendees with Concise PitchesBooth Planning and Fresh SamplesActive Engagement and Decoy SystemNetworking and Grant OpportunitiesSample Distribution and EngagementEffective Post-Show Follow-upsNetworking with DistributorsBooth Design and ConfidenceBooth Management StrategiesProtecting Energy and Handling CriticismUtilizing BrokersBusiness Card StrategiesEpisode Links:Matt Levine's WebsiteMatt Levine's LinkedInClara's WebsiteClara's LinkedInPierre's WebsiteDon'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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Someone has to say it: Expo West isn't for everyone. One host makes a case on why some folks should skip the Super Bowl of CPG… while three others try to prove them wrong. We also sit down with Trevor Burns of Leisure Hydration, an emerging brand of electrolyte drinks making waves in Southern California. Show notes: 0:25: A Better Name. Han Jones & His Scotch. Press Pass Rescinded. Killer Soda. Spicy Pod & Sauces. – The hosts recall a past edition of BevNET's New Beverage Showdown, before Ray questions an alignment between a legacy Scotch brand and a popular, if aging, movie star. Then the sh_t hits the fan. The hosts engage in a debate about the value of some early-stage founders attending and/or exhibiting Expo West, until everyone agrees on one thing. John and Mike crack open cans of Liquid Death's new soda-flavored sparkling waters, Ray highlights a “sacred” drink brand, Jacqui gets spicy and everything starts to feel saucy. 29:13: Interview: Trevor Burns, Head of Sales, Leisure Hydration – Launched in 2022, Leisure Hydration markets “electrolyte refreshers” that are infused with vitamins, minerals and adaptogens. Packaged in 16 oz. cans, and available in three flavors, the drinks are distributed throughout California, including at Bristol Farms, Gelsons and Erewhon stores, and also has a presence in several other parts of the U.S., including Texas and the Pacific Northwest. At a recent event hosted by Naturally San Diego, Trevor talked about Leisure Hydration's methodical retail strategy, the impact of an adjustment to its brand name and how the company landed a big time partnership at seven major airports. Brands in this episode: Leisure Hydration, Glenmorangie, Glonuts, Maazah, Grounded, Liquid Death, Mate Party, Sacred Bev, PODI Life, Tierra Negra, Cleveland Kitchen, Tari

Trump Tariffs and how they will affect CPG Brands and consumers, Emerging Brands New Launches in Retail, and Expo West Gouging The controversial Trump Tariffs announced over the weekend will be going into effect on Tuesday, February 4th, placing up to a 25 % tariff on all goods with exception to energy which is at 10 %. Canada has since retaliated and is threatening to impose their own tariffs on up to $300B worth of US goods coming into Canada starting in February. According to Trump: He has said he plans to impose tariffs for three reasons. “Number one is the people that have poured into our country so horribly and so much,” he said on Thursday. “Number two are the drugs, fentanyl and everything else that have come into the country. Number three are the massive subsidies that we're giving to Canada and to Mexico in the form of deficits.” These tariffs are expected to affect thousands of CPG brands manufacturing and shipping from Canada and Mexico, resulting in higher prices in retail, and potentially affecting velocities and a reduction in sales for these brands looking to continuing to grow in retail According to Mike Fata, Founder of Manitoba Harvest, an entrepreneur who resides in Canada, his latest Linkedin Post says: "Remember, We can be pro-family, pro-team, and pro-country, without crapping on others" In retail expansion news: Glonuts has expanded to Texas and is rolling out to 153 HEB Stores. Also, it may be slightly old news, but WIld Wonder has also expanded nationally in Whole Foods New Hope's Expo West is catching some flack for their high prices for this year's Natural Products Expo West Show, with badge passes costs for manufacturers, suppliers, and other business service companies as high as $4,500 per person. This definitely locks out some emerging brands and service providers looking to grow their business and network

In this episode of The Startup CPG Podcast, Grace Kennedy chats with Jana Goodbaum, co-founder of Happy Wolf, a snack company revolutionizing toddler and kids' snacks with their "wildly simple" refrigerated bars. Jana shares her journey from advertising executive to entrepreneurial mom, driven by the frustration of limited healthy snack options for her child.Discover how Jana and her co-founder, Derek, navigated challenges like product development, sourcing allergen-free ingredients, finding the perfect co-packer, and educating consumers about their innovative refrigerated snack bars. Jana also dives into the importance of strategic branding, leveraging influencers, building a passionate community, and their milestone launch in Whole Foods.Tune in to hear how Happy Wolf is reshaping the kids' snack market, the trends driving clean eating innovation, and Jana's insights for startups entering retail and trade shows like Expo West.Don't miss this inspiring episode. Tune in now!Listen in as they share about:Happy Wolf Overview and Founding StoryProduct DevelopmentBranding and MarketingRetail and DistributionCommunity and Social MediaAdvertising and PromotionsFuture GoalsEpisode Links:Website: https://happywolf.com/ Instagram: @happywolfsnacksLinkedIn: https://www.linkedin.com/in/janagoodbaum/?originalSubdomain=ca 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

Dr. Sue and Erik discuss Sue's recent trip to the Food Ingredients Europe Show where she had an early peak at nutrition innovations driven by A.I. and other emerging technologies. They also discuss the experience of other nutrition industry food shows, like Expo West and SupplySide West, and how the process of speaking at the shows lends expertise to the direction of tomorrow's new products addressing nutrition needs. 

In this episode of the Startup CPG Podcast, Grace Kennedy is joined by Woo Pailet, co-founder of LOO, a plant-based, eco-friendly wipes brand. Woo shares the inspiration behind LOO and the drive to create sustainable, beautifully designed wipes that appeal to both environmental and aesthetic concerns. She dives into the harmful impact of traditional plastic-based wipes and how LOO provides a better alternative with fully recyclable packaging and flushable wipes.Hear about the importance of networking, LOO's marketing strategy, and the challenges of launching a sustainable personal care brand—from participating in major trade shows like Expo West to balancing financial sustainability with growth, all while minimizing waste. Wu offers insights into bootstrapping the business, the role of persistence, and the importance of building a collaborative team to turn their vision into reality.Tune in for an inspiring conversation about innovation, sustainability, and the entrepreneurial journey behind LOO!Listen in as they share about:Why They Created LOOTeam Expertise and arget AudienceMarketing Strategy and Product FeaturesChallenges in Production and Team DynamicsDestigmatizing WipesFragrance and Product DevelopmentParticipation in Trade ShowsFinancial Management and SustainabilityEpisode Links:Website: https://www.loowipes.com/ LinkedIn: https://www.linkedin.com/in/woo-pailet-91818264/ 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 Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics

We are coming at ya this week with recommendations and strategy for your trade show schedule in 2025 including Expo West, Newtopia Now, Fancy Foods, UNFI, Kehe, and many others worth attending. Back by popular demand, we will continue our 'Stuff We Love' segment and share more brands and products we love that are in Alex's or Wade's pantries and fridges. This episode is sponsored by Revival Tea and they are currently raising an online crowdfunding round at https://lnkd.in/gFXbgQ5r and are approaching $400k raised! Our on-going sponsors are My Way 3PL and RangeMe. See you there!