#223 - Startup CPG Innovation Sections at UNFI Selling Shows ft. Jubilee’s and Loopini Pizza
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 18 November 2025
⏱️ 44 minutes
🧾️ Download transcript
Summary
In this episode of the Startup CPG Podcast, host Daniel Scharff takes listeners inside the UNFI Selling Shows, highlighting how Startup CPG’s first-ever Innovation Sections are expanding access, visibility, and retail opportunities for emerging CPG brands. Daniel is joined by Ashley Waldman of Jubilee’s and Damiano Messineo of Loopini Pizza, two founders who used the shows to unlock meaningful distribution growth and build high-value relationships with UNFI buyers and key retailers.
The conversation explores why UNFI Selling Shows remain one of the most influential events in natural grocery and how strategic preparation, targeted DC planning, and authentic founder representation helped Ashley and Damiano achieve breakthrough results. Listeners will learn how to approach selling shows with intention—leveraging focused pitching, sharp positioning, and strong operational readiness to convert short buyer interactions into long-term momentum.
Listen in as they discuss:
- How Startup CPG’s Innovation Sections elevate early-stage brands at UNFI Selling Shows
- Why UNFI events deliver exceptional ROI for emerging consumer brands
- How Jubilee’s turned show-floor conversations into major new distribution opportunities
- How Loopini Pizza secured a key retailer relationship and Up Next program recognition
- The importance of entering shows with a clear DC and retailer strategy
- How founder presence and authenticity increase buyer engagement
- Why disciplined product storytelling drives success in high-stakes environments
- How operational readiness supports sustainable post-show growth
Episode Links
Jubilee’s:
Website: https://drinkjubilees.com
LinkedIn: https://www.linkedin.com/company/drink-jubilees/
Loopini Pizza:
Website: https://eatloopini.com/
LinkedIn: https://www.linkedin.com/company/loopini/
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Show Links:
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- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
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Transcript
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| 0:00.0 | A few years back when I ran a beverage company, we had to launch using those plastic sleeves to put our designs on the cans. |
| 0:08.0 | But they looked bad, the sleeves get stretched out, they don't cover the full can, and overall they just look and feel low quality. |
| 0:14.0 | Lucky for you, digital can printing technology has come so far over the last few years that now you can launch your beverage brand or new skews with a fully |
| 0:21.7 | printed look and it's at similar pricing to those plastic sleeves. |
| 0:25.3 | Our friends at CanWorks, which is the largest U.S.-based digital can printer, are happy to work with |
| 0:30.1 | our community at very low minimums, even one palette. |
| 0:32.9 | They've got locations in the East Coast, the West Coast, Texas. |
| 0:36.0 | Get in touch with them through our contact form. |
| 0:38.2 | It's at canworksprinting.com slash startup CPG. |
| 0:42.7 | Thank you. So in terms of connections, not only was a great buyer connections, but also founder connections. |
| 1:05.0 | I still talked to the people that I was tabling with all of the time. |
| 1:08.5 | But specifically in the up-necked section, people who are maybe like |
| 1:11.4 | one or two steps ahead if you, right? And I met quite a few brands that I am now really |
| 1:16.6 | closely connected with. They've helped me a lot of ways. So, you know, I would think about shows |
| 1:21.7 | not only being about like, oh, I need to, you know, close in deals, get some doors, but also |
| 1:25.6 | meeting your community and people that |
| 1:27.5 | will be more than happy to help you out on an on-dra basis. |
| 1:32.9 | Welcome to the Startup CPG podcast. |
| 1:35.2 | Today we're talking all about UNFI's selling shows. |
| 1:38.4 | So this year, for the first time ever, we got to partner with UNFI to bring an innovation |
| 1:42.5 | section to these shows that was filled with the 10 hottest brands of the year not yet working with UNFI to bring an innovation section to these shows that was filled with the 10 |
| 1:45.2 | hottest brands of the year not yet working with UNFI and all of the buyers attending the shows and |
... |
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