CPG Troublemakers

Entrepreneur Shelley Gupta on Startup Funding, Pitching, and Mentorship

Shelley Gupta is the Founder and CEO of BāKIT Box, a subscription-service baking company offering culturally diverse recipes through baking kits with pre-measured ingredients brimming with global flavors. Shelley conceived the idea during the pandemic after realizing a gap in baking options. She began experimenting with no-fuss baking ingredients while maintaining her corporate career in marketing. Today, BāKIT is available nationwide, creating delectable cultural baking experiences for households, with features in the Chicago Tribune, Bake Magazine, and CNET. In this episode... Do you have an innovative business concept you want to realize? Embarking on an entrepreneurial venture could help you do so. However, the journey can seem intimidating and overwhelming for innovators uninformed about where to begin. CPG entrepreneur Shelley Gupta explains that besides having a business plan, entrepreneurs should secure funding for startup costs. Joining early-stage funding organizations and entering pitch and award-based competitions are some ways to navigate the arduous process of searching for investors. Shelley highly recommends practicing your pitch with a network of supporters to make pitching experiences increasingly comfortable. Pitching opportunities can be as short as one to two minutes, meaning that your elevator pitch should include necessary facts and your concept’s market potential. Additionally, Shelley explains it is helpful to research judges involved in entered competitions to learn the criteria they prioritize. Above all, obtain a mentor. Entrepreneurship, on its demanding side, can be lonely and stressful. A reputable mentor listens to your concerns, gives honest feedback, and allows you to be vulnerable and transparent about challenging experiences.  In this episode of the CPG Troublemakers, Aalap Shah interviews Shelley Gupta, Founder and CEO of BāKIT Box, about startup advice for inexperienced entrepreneurs. Shelley discusses the lessons she learned as a new business owner, startup funding options, the art of pitching, and why it is essential for entrepreneurs to have mentors.

Creating Jobs One Cookie at a Time

Shahira Marei is the Founder and CEO of The Dirty Cookie, a gourmet dessert company renowned for its one-of-a-kind cookie shot glasses. The concept was inspired by Shahira's favorite dessert — cookies and milk. Having worked as a project manager at Boeing, she admits she is not the Betty Crocker type. After witnessing poverty during a trip to her native Egypt, her father's words inspired her to create Shot for Education, a program supporting education-focused nonprofits that provides resources, tools, and access to education for children in underserved communities.  In 2021, Shahira opened the first international franchise in Egypt. Since its inception, The Dirty Cookie has been featured on the Today Show, Good Morning America, Shark Tank, the Food Network, and the Cooking Channel and recognized by Forbes as one of the Next 1000.  In this episode… Have you dreamed of being a business owner but don’t know where to start? Perhaps you’re struggling to scale because of a lack of experience. Starting a business is difficult, but the challenges, self-doubt, and mental stress do not end once established. That’s why entrepreneur Shahira Marei recommends finding a community of peers. Having peer support provides knowledge and expertise to avoid making mistakes early on. Furthermore, they share resources and can refer you to a network of entrepreneurs, investors, and potential customers. In addition to peers, seek mentors through acquaintances or platforms like LinkedIn who will encourage and hold you accountable. Mentors also furnish tools and coping mechanisms to help you manage stress and anxiety. Entrepreneurship can be isolating, but having a village to depend on offers a social connection and an outlet to grieve insecurities.  In this episode of the CPG Troublemakers, Aalap Shah welcomes Shahira Marei, Founder and CEO of The Dirty Cookie, to discuss insights and learnings about creating a dream business. Shahira shares The Dirty Cookie’s origin story, why she transitioned from a brick-and-mortar to an e-commerce store, and advice for aspiring and established entrepreneurs.

Heather K. Terry of GoodSam Foods Does CPG Right in a Changing Economy and Planet

Heather K. Terry is the Co-founder and CEO of GoodSam Foods, a sugar-free, equitable, and B-certified chocolate company that partners with global farmers. Her first entrepreneurial venture was as the Founder and CEO of NibMor, an organic vegan chocolate company that she later sold. Heather has over 10 years of experience in the CPG industry, having held leadership positions at S.W. Basics and BeyondBrands. Heather's interest in natural foods developed after witnessing her father's struggle with terminal lymphoma. She is a thought leader on natural products, a CPG mentor, an angel investor, and the author of From Broadway to Wall Street: Cautionary Tales of an Unlikely Entrepreneur. Heather is also the host of Scaling with Soul, a podcast where she shares her business knowledge and experience. In this episode… Equitable food companies are businesses committed to providing healthy, affordable food to everyone regardless of income or social status. In this economic climate, how can food companies produce safe and edible products and earn a profit? Heather K. Terry, a chocolatier and CPG entrepreneur, recommends using a good sam supply network. This type of supply chain allows sourcing ingredients from local farmers and producers. Through these efforts, companies pay the workers a fair and livable wage, building a strong economy. Equitable food companies benefit the environment by producing food sustainably and reducing waste. In this episode of the CPG Troublemakers, Steve Gaither interviews Heather K. Terry, Co-founder and CEO of GoodSam Foods, about the benefits of direct chain supply and regenerative agriculture. Heather addresses her introduction to the CPG industry, the inspiration for creating GoodSam, and the challenges the company experienced before going to market.

How Ayeshah Abuelhiga Is Paving the Way for First-Generation Founders, One Meal at a Time

Ayeshah Abuelhiga is the Founder and CEO of the Mason Dixie Biscuit Company, a frozen biscuit brand committed to producing food made with fresh, clean, and natural ingredients. To fulfill her goal of transforming comfort food for the better, she left her corporate job to open a small restaurant. As an emerging food brand owner, Ayeshah has been named the Washington Business Journal’s Top 10 Innovator in 2017, voted a Top Millennial to Watch in 2014, and the Number 1 Food & Beverage Stunner by Industree DC. Prior to founding Mason Dixie, Ayeshah worked for major fine-dining restaurants and hotels, including Passion Food Hospitality and Fairmont Hotels. She also consulted and managed marketing and product development projects for Fortune 500 companies, such as Audi, Microsoft, and Toshiba. In this episode… The consumer packaged goods (CPG) industry is highly competitive and requires specialized knowledge. However, it’s constantly seeking new and innovative products to bring to the market. So, how can emerging food brands get the attention of retail buyers? Ayeshah Abuelhiga, founding partner of a frozen breakfast brand, recommends thinking about these four principles when developing a new food product: Is the food edible? Would you eat it? Would you feed it to your children? And do you think consumers would be excited to try it? The CPG industry is ever-evolving, and new brand owners shouldn’t be intimidated by established brands. In fact, it can be beneficial to create relationships with well-established labels and have prepared questions. Attending CPG conferences such as Natural Products East and Natural Products West is also a strategy to consider for marketing products and networking.  In this episode of the CPG Troublemakers, Aalap Shah welcomes Ayeshah Abuelhiga, Founder and CEO of Mason Dixie Foods, to the podcast to discuss breaking into the CPG space and paving the way for first-generation entrepreneurs. Ayeshah shares how to pitch products to retail buyers, the evolution of DTC and how it complements CPG, and building a positive company culture.

Overcoming Doubts and Doubters: The Story of an Accidental Entrepreneur With Hint Founder, Kara Goldin

Kara Goldin is the Founder of Hint Inc., a beverage company most known for Hint Water, an award-winning unsweetened water with hints of fruit. Kara has been named one of InStyle’s Badass 50, Fast Company’s Most Creative People in Business, Fortune’s Most Powerful Women Entrepreneurs, Fortune's Most Innovative Women in Food & Drink, and EY Entrepreneur of the Year for Northern California. She is an active speaker, writer, and host of her podcast, The Kara Goldin Show, where she interviews founders, entrepreneurs, and other disruptors across various industries. Kara is the author of the best-selling book, Undaunted: Overcoming Doubts and Doubters. In this episode… Entrepreneurs rise when they identify a problem and create a solution others claim is beneficial. But the most successful business leaders rise to the top because of their passion — which is vital in the industry. Emerging entrepreneurs may encounter opposition when starting their business venture. Passion plays the role of keeping entrepreneurs focused on their goals and finding the right people to bring along on their journey. Business leader Kara Goldin encountered her share of naysayers when she began her career as an entrepreneur. Although she had discovered a gap in the market for her product, she found it difficult to find supporters to help kick-start her company. While the skeptics could have dismantled her goals, her passion kept her dedicated to her mission. Eventually, she found the right people who believed in her product — and her company is flourishing. Her story inspires fellow entrepreneurs who are overcoming their own challenges.  In this episode of the CPG Troublemakers, host Aalap Shah welcomes Kara Goldin, Founder of Hint Inc., to discuss overcoming doubts and doubters. Kara discusses her path to entrepreneurship, the inspiration for Hint, and how she turned naysayers into partners and consumers. Kara also imparts her advice to emerging entrepreneurs.