You're never going to have supply and demand lineup.

So we're going to have a month where you overproduce and you have to dispose or you have to sell it at a terrible margin.

That is going to happen.

You want to build something really strong because there will be a storm.

There always is.

Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag.

What's it like to build on a new section at the grocery store? We saw Perfect Bar create a

refrigerated bar section, so why not a refrigerated, delicious, easy, squeezy sauce section?

That's what Haven's Kitchen is bringing to a store near you. Fresh sauces that help home cooks feel like a champion in their own kitchen.

I became a Haven's kitchen fan through our startup CPG partner's social nature,

and can attest that it's leveled up my home cooking significantly,

and even inspired me to cook more and feel more confident prepping food at home that isn't bland.

Thank you, Chimmy Churry sauce.

I'm so excited that today we're joined by the delightful founder and CEO of Haven's Kitchen,

Allison Kane, who you may also know from her podcast in The Sauce. Listen in to hear from Allie,

how Haven's Kitchen got started and where they are now, which includes being in whole foods,

sprouts and Target, important lessons from their early days of just a few employees when they now have over 10 employees, what it's been like to launch at Target and the difference

between a Target and Natural Channel Store launch, how they used social nature to drive

trial during the pandemic and why they aren't going back to traditional demos,

Allie's framework for tough decisions as a founder, and more.

Before we hear from Alley, I want to share more info about Mondalese International Snack Futures CoLab Program because applications

are still open right now. Another awesome Allie that we've had on the show, Allie Bonner from

...