Unpackaged Goods
Spilling the real stories behind CPG brands. Host Jonathan Deeter unpacks founder journeys, industry news, and what it really takes to build consumer brands.
Presented by Deet's Eats Media, a Pickle Advisors company.
Unpackaged Goods
From Poker Player Oats to Artisan Challah: 5 Humans Behind the Hustle
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This week I took over The Shelf NYC for a special edition of "The Humans Behind the Hustle" - diving deep into the stories of five incredible food founders who are building authentic brands through relentless execution and genuine passion.
In this episode:
[0:00-29:00] This Week's CPG Chaos
- Former poker player Brian Tate raises $45M for Oats Overnight after hitting $200M revenue
- Ben Stiller's distribution-first soda strategy proves celebrity brands can work
- Once Upon a Farm kicks off $200M+ IPO roadshow for premium kids' nutrition
- Amazon abandons all grocery stores except Whole Foods in massive retreat
- THC beverages officially hit Chicago Bulls games
- Good Bacteria raises $3.2M to "rewild" the American microbiome
- Why 2026 is the year every business rule got thrown out the window
[29:00-31:00] Bous Cous - Authentic Middle Eastern Heritage The founder's mission to bring real couscous to American tables, navigating cultural positioning, and building trust around heritage ingredients.
[31:00-33:00] Challah Hallah - Artisanal Bread at Scale From neighborhood bakery to retail distribution while maintaining traditional quality, building community around heritage bread, and the operational nightmares of scaling fresh products.
[33:00-34:30] Livis Dates - Premium Date Revolution Transforming dates from basic snacking to gourmet experiences, managing complex supply chains, and creating luxury in commodity categories.
[34:30-35:30] G's Cheese - Specialty Dairy Innovation Taking on established cottage cheese giants, perfecting the artisanal-to-mainstream transition, and why authentic cottage cheese innovation matters in an oversaturated market.
[35:30-37:30] Eza Chia Cups - Superfoods Made Simple Making nutrient-dense foods convenient for busy lives, cracking the grab-and-go healthy snack code, and the manufacturing challenges of chia-based products.
The Bigger Story: While CPG giants chase trends and venture-backed brands burn cash, these founders prove that authenticity, quality, and solving real problems still create lasting value. The Shelf represents the future of food discovery - where genuine innovation meets real consumers.
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What founder story resonated most? Let us know in the comments.