The Startup CPG Podcast

Today we have a special episode for you to celebrate the launch of the pet channel in the Startup CPG Slack! The number of pet brands in our community is growing and we wanted to create a space dedicated for pet brands to discuss unique challenges and regulations. We thought who better to join us than one of our early Slack members, Shameless Pets, who I’ve personally been following for quite a few years. James Bello is the co-founder and CEO of Shameless Pets and is a former Target Buyer with lots of wisdom to share that’s relevant to all CPG brands. Shameless Pets makes healthy dog and cat treats and foods that utilized upcycled ingredients in an effort to fight food waste. As of our recording date, they’ve saved about 1.2 million pounds of food from going into landfills. Listen in as James shares about: - His journey from Target buyer to brand owner - Getting started in upcycled ingredients before the Upcycled Food Association even existed - How pet food regulations differ from human food and the process of setting up their supply chain and manufacturing - Launching in Whole Foods, Central Market, and Target, and how they used seasonal endcaps to manage establishing relationships with big retailers - Navigating when to start taking a pay check as founders - Marketing levers they rely on including in-store promotions and campaigns with Social Nature - The debate on who the original Shameless Pet is - And more! This episode was sponsored by Social Nature. Go to business.socialnature.com

Show Notes

Today we have a special episode for you to celebrate the launch of the pet channel in the Startup CPG Slack! The number of pet brands in our community is growing and we wanted to create a space dedicated for pet brands to discuss unique challenges and regulations. We thought who better to join us than one of our early Slack members, Shameless Pets, who I’ve personally been following for quite a few years. James Bello is the co-founder and CEO of Shameless Pets and is a former Target Buyer with lots of wisdom to share that’s relevant to all CPG brands. Shameless Pets makes healthy dog and cat treats and foods that utilized upcycled ingredients in an effort to fight food waste. As of our recording date, they’ve saved about 1.2 million pounds of food from going into landfills.

Listen in as James shares about:
  • His journey from Target buyer to brand owner
  • Getting started in upcycled ingredients before the Upcycled Food Association even existed
  • How pet food regulations differ from human food and the process of setting up their supply chain and manufacturing
  • Launching in Whole Foods, Central Market, and Target, and how they used seasonal endcaps to manage establishing relationships with big retailers
  • Navigating when to start taking a pay check as founders
  • Marketing levers they rely on including in-store promotions and campaigns with Social Nature
  • The debate on who the original Shameless Pet is
  • And more!

To get the invite to our new pet Slack channel, go to startupcpg.com, sign up for our emails at the bottom of the page, and then grab the Slack link at the top of any email from Startup CPG. Once inside, head to “All Channels” or “Channel Browser” to find the pet channel. That sounds like a lot of steps, but it takes less than 5 minutes and is free! See you there!

This episode was sponsored by Social Nature. Go to business.socialnature.com

Episode Links:

Social Nature Links:
  • Social Nature website
  • Social Nature team email: marketing@socialnature.com
  • Learn from & get to know the Social Nature team: 
  • Episode that mentions a Social Nature campaign: 
    • Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)

Show Links:

Creators & Guests

Host
Jessi Freitag

What is The Startup CPG Podcast?

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.