In this episode of the Startup CPG Podcast, Hannah Dittman speaks with Tyler Morgan, Principal at BFG Partners, about the firm’s approach to early-stage investing in consumer brands. Tyler discusses his career path into venture capital and BFG’s investment focus across food, beverage, supplements, beauty, and pet.

The conversation covers BFG’s investment criteria, deal sourcing methods, diligence process, and the key financial and operational metrics they evaluate in prospective portfolio companies. Tyler also shares insights on navigating fundraising, the importance of warm introductions, and how founders can position their businesses for sustainable growth and strategic exits.

This episode provides a clear, practical perspective for founders, operators, and industry professionals seeking to understand what investors look for and how to build long-term, venture-scale consumer businesses.

Listen now to gain expert insights from BFG Partners and strengthen your strategy for growth and fundraising.

Listen in as they share about:

• Overview of BFG Partners
• Investment Themes & Trends
• Early Metrics & What They Look For
• Deal Sourcing and Evaluation Criteria
• Exit Strategy & LP Expectations
• Diligence & Investment Process
• Pre-Revenue & Early Stage Fundraising
• Practical Advice for Founders & Aspiring Investors

Episode Links:

Website: https://www.bfgpartners.com/
LinkedIn: https://www.linkedin.com/in/tylertmorgan1/

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 @startupcpg
• Visit host Hannah's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

In this episode of Startup CPG, Caitlin Bricker speaks with Joe Cassinelli, founder of El Nacho, a premium tortilla chip brand bringing restaurant-quality taste and craftsmanship to the snack aisle. Drawing on nearly 35 years in the restaurant industry, Joe shares the journey of building a manufacturing facility during the pandemic, rebranding from a generic product to a premium offering, and creating bold, lucha libre–inspired packaging that captures consumer attention.

Joe discusses El Nacho’s commitment to quality through the use of regeneratively farmed corn, in-house nixtamalization, and frying exclusively in avocado oil. He also explains how unique, all-natural flavors are developed directly from the menu of his Mexican restaurants, ensuring both authenticity and innovation. From navigating the slower pace of the CPG world to embracing its collaborative community, Joe offers valuable insights into scaling a brand in a competitive category while maintaining product integrity and consumer trust.

Tune in now!

Listen in as they share about:

• Flavor Creation & Inspiration
• Consumer Feedback & Iteration
• Relaunch & Rebranding
• Market Position & Retail Strategy
• Sales & Distribution
• Business Lessons & Advice

Episode Links:

Website: https://elnachochip.com/
LinkedIn: https://www.linkedin.com/in/joseph-cassinelli-05a66b38/

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 @startupcpg
• Visit host Caitlin's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Lauren Handel, founder of Handel Food Law and one of the leading experts on food labeling and advertising compliance. Together, they break down the essential rules and risks of food labeling that every brand needs to know.

Lauren shares her perspective on high-risk claims such as “natural” and “organic,” the nuances of nutrient content and health-related claims, and the role of third-party certifications in reducing exposure to litigation. She also explains the differences between regulatory consultants and attorneys, how to navigate evolving litigation trends, and why consistency across packaging, websites, and advertising is essential.

Tune in now to learn how to protect your brand, avoid costly mistakes, and approach food labeling with a strong strategy.

Listen in as they share about:

• What is Food Labeling Law
• Litigation Trends and Risks
• Regulatory Framework
• Key Claim Categories and Rules
• The Role of Consultants vs. Attorneys
• Marketing Beyond Packaging
• Practical Guidance for Founders

  
  

Episode Links:
Website: https://www.handelfoodlaw.com/
LinkedIn: https://www.linkedin.com/in/lauren-handel-food-lawyer/

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 @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

In this episode of the Startup CPG Podcast, Hannah Dittman welcomes Ryan Springer, Managing Partner and Co-Founder of Midnight Venture Partners, for an in-depth conversation on the evolving world of CPG investing. Ryan shares his path into venture capital, insights gained from his early experiences in retail strategy, and the vision behind building Midnight Venture Partners.

The discussion covers strategies and viewpoints from Midnight Venture Partners, exploring how investment theses evolve to adapt to category dynamics, market factors, and shifting opportunities. Ryan also offers valuable perspective on founder-investor alignment, holding periods, and the critical traits—such as tenacity and grit—that set successful entrepreneurs apart.

From navigating differentiation and defensibility to understanding consumer behavior shifts and new growth frontiers, this episode provides practical guidance for founders and industry professionals alike.

Listen now to gain actionable insights on scaling a CPG brand and building lasting investor partnerships.

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Listen in as they share about:

• Midnight Venture Partners Overview
• How Venture Capital Works
• Investment Fundamentals
• Founder–Investor Alignment
• Lessons from Fund I → Fund II
• Differentiation & Defensibility in CPG
• Consumer Trends & Growth Channels
• Founder & Investor Perspectives
• Advice for Founders & Aspiring Investors

Episode Links:

Website: https://midnightvp.com/
LinkedIn: https://www.linkedin.com/in/ryan-springer-466a02aa/

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 @startupcpg
• Visit host Hannah's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg

In this episode of the Startup CPG Podcast, Caitlin Bricker interviews Sarah Hartmann, founder of Vêsucré, a zero-waste, plant-based dessert company based in Oneonta, New York. Sarah shares how Vêsucré—short for “vegan sweets”—evolved from a home kitchen experiment into a fast-scaling brand now featured in over 450 stores across nine states.

She discusses the innovation behind Vêsucré’s clean-label, dairy-free frozen desserts, the importance of inclusive hiring through a neurodiverse workforce, and the brand’s commitment to sustainability through zero-waste production practices. Sarah also highlights key partnerships with Cornell’s Food Spark program and Wakefern Food Corp., which helped accelerate Vêsucré’s retail expansion.

Plus, Sarah reveals how Vêsucré practices zero waste by repurposing oat milk byproducts into delicious treats like brownies and protein truffles—and how her latest initiative, The Makery, is helping other small food brands scale responsibly.

Listen now!

Listen in as they share about:

• Founder’s Inspiration & Product Development
• Business Growth & Mentorship
• The Makery Initiative
• Inclusivity and Workforce Development
• Sustainability & Zero Waste Commitment
• Retail Expansion
• Community & Support Networks

Episode Links:

Website: https://vesucre.com/

Website: https://themakeryoneonta.com/
LinkedIn: https://www.linkedin.com/in/skhartmann/

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 @startupcpg
• Visit host Caitlin's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran executive with more than 30 years of experience in the CPG industry. Together, they dive into the most pressing sales questions from the Startup CPG community.

Matt shares his perspective on negotiating DSD contracts, managing free fills, and the critical role of strategy, culture fit, and attitude in building successful sales teams. Drawing from his extensive career across both large corporations and emerging brands, Matt offers founders practical advice to avoid common pitfalls and accelerate growth.

Tune in now to learn how to strengthen your sales strategy, make smarter distribution decisions, and position your brand for long-term success!

Listen in as they share about:

• Sales Compensation & Team Structure
• Working with Distributors
• Negotiating DSD Contracts
• Coupon Strategies
• Distributor Programs & Trade Shows
• Free Fills & Sell Sheet Best Practices
• Career Advice for Aspiring Sales Pros

  
  

Episode Links:
Website: https://onceuponacoconut.com/

LinkedIn: https://www.linkedin.com/in/matthew-merson/

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 @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

Turn every BFCM QR code scan into sales—get the free report now: www.uniqode.com/bfcmcpg

In this episode of the Startup CPG Podcast, Caitlin Bricker interviews BJ Howard, founder of Wild West Chocolate, a chocolate brand revolutionizing the confectionery space with fruit-sweetened, no-added-sugar products. BJ shares the company’s journey from concept to launch, including the challenges of navigating a volatile cacao market, the science behind developing a proprietary fruit-based sweetener, and the brand’s commitment to clean ingredients and sustainable practices.

The conversation highlights the role of creative branding, the importance of strong partnerships, and the mission-driven approach that ties Wild West Chocolate to environmental stewardship and community impact.

Listen now to learn how Wild West Chocolate is carving out a unique place in a highly competitive category while staying true to its vision of creating indulgent, better-for-you chocolate.

Listen in as they share about:

• About Wild West Chocolate
• Product Development & Team
• Brand Mission & Inspiration
• Market Challenges
• Retail and Distribution
• Future Outlook

Episode Links:

Website: https://wildwestchocolate.com/

LinkedIn: https://www.linkedin.com/in/bj-howard-6b87b075/

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 @startupcpg
• Visit host Caitlin's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics
  
  

Don’t miss the chance to connect with investors and brands—secure your spot at fandf.startupcpg.com

In this episode of the Startup CPG Podcast, Daniel Scharff is joined by Startup CPG Operations and Finance Correspondent Hannah Dittman, and Simon Solis-Cohen, Founder of Huxley,to discuss Founders & Funders — Startup CPG’s largest event to date. They explore how the event was created to connect the most active early-stage investors with top emerging brands through curated one-on-one meetings, insightful panels, and exceptional networking opportunities.

Hannah draws on her venture capital experience to share what investors prioritize in early-stage consumer brands and how founders can prepare to stand out. Simon brings the founder’s perspective, emphasizing the value of building authentic investor relationships early and sharing lessons from launching Huxley, a better-for-you energy drink brand.

Tune in now and learn how to position your brand for fundraising success!

For more information or to apply, please visit fandf.startupcpg.com

Listen in as they share about:

• What is Founders & Funders
• Attendee Lineup
• Investor Lineup & Highlights
• Key Panel Discussions
• Event Design & Matchmaking
• Fundraising Insights & Challenges
• Founder’s Perspective (Simon Solis-Cohen, Huxley)
• Advice for Brands Applying to Founders & Funders

Episode Links:
Website:https://drinkhuxley.com/
LinkedIn: https://www.linkedin.com/in/simon-solis-cohen
LinkedIn: https://www.linkedin.com/in/hannah-dittman-011b844b/

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 @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics