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The Startup CPG Podcast

The Startup CPG Podcast

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The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.Startup CPG Economía Gestión y Liderazgo Liderazgo
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  • #243 - Building Your Team Legal Considerations with Giannuzzi Lewendon

    #243 - Building Your Team Legal Considerations with Giannuzzi Lewendon
    Apr 7 2026
    In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with Blake Horn and Ryan Hall, both partners at CPG-exclusive law firm Gianuzi Lewinden, to dig into one of the most overlooked parts of building a brand: doing it legally right from day one. From horror stories at the closing table to the nuances of vesting schedules and co-founder agreements, Blake and Ryan share hard-won lessons and cautionary tales that every founder — at any stage — needs to hear.Blake opens with a jaw-dropping story of a founder at a multi-hundred-million-dollar exit who got a call from someone they hadn't thought about in 20 years claiming to own half the company — based on a napkin agreement. Ryan follows with a tale of informal equity promises that produced costly litigation and wiped out a significant chunk of sale proceeds. Both stories drive home the same lesson: the problems you ignore early on don't disappear — they compound.The conversation covers the most common early-stage mistakes: misclassifying employees as independent contractors, failing to put basic offer letters and IP agreements in place, and making informal equity promises without documentation. Blake and Ryan explain why these issues are the number one thing that surfaces in investor and acquirer diligence — and why cleaning them up gets exponentially harder the longer you wait.They also get into the nuances that make CPG uniquely complex: hourly vs. salaried employees, field reps vs. office staff, co-manufacturer relationships, and why co-founder vesting looks very different in CPG than in tech. Blake and Ryan walk through how to structure equity grants using performance-based and time-based vesting schedules, what acceleration clauses mean at exit, and what to say — and not say — when you have to let someone go.Whether you're hiring your first employee, bringing on a co-founder, or getting ready to raise a round, this episode is the legal foundation you didn't know you needed.Listen in as they discuss:Why informal equity promises and napkin agreements can resurface at the worst possible moment — decades laterThe real risks of misclassifying employees as independent contractors, and why it's the #1 thing acquirers look for in diligenceThe essential documents every early-stage brand should have in place: offer letters, IP/NDA agreements, equity plans, and employee handbooksWhy CPG companies face unique employment complexity — hourly vs. salaried, field reps, contract manufacturers, and moreHow vesting schedules work — and when to use performance-based vs. time-based structuresThe co-founder vesting conversation: why it's different in CPG, and why you still need to have itWhat to do (and what not to do) when you have to terminate an employee — and why a separation agreement is a powerful cleanup toolHow to audit your employment practices before a fundraise or acquisition so you're not scrambling at the last minuteWhy using AI or generic templates for employment documents is a false economy — and what it actually costs to fix them laterEpisode Links: Blake Horn – Partner, Gianuzi Lewinden LinkedIn: https://www.linkedin.com/in/blake-horn-45034020/Ryan Hall – Partner, Gianuzi Lewinden LinkedIn: https://www.linkedin.com/in/ryan-hall-3517344/Gianuzi Lewinden Company LinkedIn: https://www.linkedin.com/company/giannuzzi-lewendon-llp/ Website: https://gllaw.us/ or email either of them at blake@gllaw.us and rhall@gllaw.us.Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.
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    55 m
  • Investor Spotlight: Denise Lambertson, Constellation Capital

    Investor Spotlight: Denise Lambertson, Constellation Capital
    Apr 4 2026
    In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Denise Lambertson, founder and Managing Partner at Constellation Capital — a boutique follow-in venture fund investing in consumable CPG and wellness brands. Denise brings one of the most distinctive backgrounds in consumer investing: she began her career as Madonna's executive assistant, spent six years producing world tours and brand partnerships, then built LMS, a pioneering celebrity and influencer marketing agency that served nearly 250 businesses over 15 years. That experience became the foundation for Constellation Capital, where she pools celebrity, athlete, influencer, and operator LPs to deploy both capital and deep marketing expertise into emerging brands.Constellation's Fund 1 ($10M, fully deployed, launched 2018) concentrated heavily on consumable CPG, and Fund 2 (targeting $25M) is currently in market. The fund writes initial checks of ~$250K as a follow-in investor — meaning Denise doesn't lead rounds or set terms, but invests alongside institutional or angel leads and brings differentiated value through what she calls her "network capital advantage."Hannah and Denise dig into what it really means to be a follow-in investor, what Denise's diligence process looks like through a marketing lens, and what she's seeing work — and not work — in digital and influencer marketing today. They also tackle the growing importance of AI literacy for CPG founders, what pre-launch marketing done right actually looks like, and what team structure should look like before an early-stage fundraise.Listen in as they cover:Denise's path from Madonna's executive assistant to pioneering celebrity/influencer marketing to venture capitalConstellation Capital's fund structure, LP base (celebrities, athletes, influencers, operators, independent grocers), and investment thesisWhat a follow-in investor actually does — and how it differs from a lead investorHow Denise sources deals, collaborates with co-investors, and adds value post-checkThe "network capital advantage" and why celebrity alone does not make a businessA standout portfolio company that built 30,000 qualified email subscribers before launch — and why it workedWhat founder EQ looks like: the portfolio founder who consistently does exactly what she says she'll doWhy AI literacy is now a core diligence criterion in Fund 2 — and how it can add 12–18 months of runwayInfluencer marketing reframed: building it as a performance channel and distribution network, not just getting postsWhy "we haven't spent anything on marketing" is not a flex — and what investors actually want to seeTeam structure advice: no more than four people pre-fundraise, lean into fractional talent and AI toolsHow to reach Denise, co-invest with Constellation, and get started in CPG investingWhether you're a founder preparing to fundraise, an operator building out your marketing strategy, or someone curious about what non-traditional paths into venture capital look like, this episode is full of sharp, practical insight from someone who's been in the room — and on the stage — from the very beginning.Episode Links:Constellation Capital: [constellationcapital.com]Denise Lambertson on LinkedIn: linkedin.com/in/deniselambertsonDenise Lambertson on Substack: Constellation CapitalPitch Constellation: diligence@constellationcapital.comCo-invest or connect: info@constellationcapital.comAngel investing platforms mentioned: Sidecar (sydecar.com), AngelListConnect with the guest: Denise Lambertson — Founder & Managing Partner, Constellation Capital 🔗 LinkedIn: https://www.linkedin.com/in/deniselambertson/ 📧 Pitch: diligence@constellationcapital.com 📧 Connect/co-invest: info@constellationcapital.comDon't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.Show Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at podcast@startupcpg.comEpisode music by Super Fantastics If you’re interested in learning more about the science behind Cognizin,Head to www.cognizin.com to learn more.
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    37 m
  • Founder Feature: Gabriella Labi and Tonya Reznikovich of Gato Dates

    Founder Feature: Gabriella Labi and Tonya Reznikovich of Gato Dates
    Apr 3 2026


    In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates—dark chocolate covered, nut butter stuffed Medjool dates in four decadent flavors: pistachio butter, cashew butter and walnut, almond butter, and peanut butter.


    Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email.


    Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape.


    Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two.


    Listen in as they cover:

    • How a Shabbat dinner dessert became the foundation of a luxury confection brand
    • Why Medjool dates are the perfect vessel—and why size really does matter
    • The farmers market strategy that generated $1,500 on day one and proved the concept
    • How LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organically
    • The giftable format strategy that's turning customers into brand ambassadors
    • Their retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accounts
    • What being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to them
    • The upcoming healthy Nutella spread and what's next for the brand
    • Why year two is the hardest—and what separates brands that survive from those that don't


    Whether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you.


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


    Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

    Show Links:


    • Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
    • Join the Startup CPG Slack community (35K+ members and growing!)
    • Follow @startupcpg
    • Visit host Caitlin's Linkedin
    • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
    • Episode music by Super Fantastics
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    35 m
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Just started listening to this podcast and I’m finding it incredibly helpful as I build my startup cpg company.

It’s both terrifying and thrilling but your show has made me feel more confident that it is do-able!

Highly recommend if you are in the cpg industry.

Loads of wisdom and actionable tips

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