#86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 11 April 2023

⏱️ 50 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

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

Transcript

Click on a timestamp to play from that location

0:00.0	Are you looking to grow your product sales with specific retailers?
0:03.9	Do you wish you had store level information about your products?
0:07.9	What if there was a way to make sure your next product launch was a success?
0:12.5	Social Nature is here to help.
0:14.8	Social Nature is an all-in-one shopper marketing platform designed to help emerging brands
0:20.1	win at retail, powered by one million
0:23.4	natural shoppers. They help you move units off the shelf quickly and get you the store level
0:28.7	insights you need to scale your business. If you're looking to grow at retailers like Whole Foods,
0:34.3	Sprouts, Kroger, H.E.B.,gmans, Walmart, and more, email marketing at socialnature.com
0:42.6	or visit business.com to learn how. And make sure to mention hearing this message on the startup
0:51.3	CPG podcast. That's business.com or the link is in the show notes.
1:01.6	So Target said we're going to order X amount of product and it's going to go in store
1:06.7	for X time frame and then you're out.
1:09.5	That kind of commit business really, really helped us.
1:13.3	Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag. Today we have a special
1:18.6	episode for you to celebrate the launch of the Pet Channel in the Startup CPG Slack. The number of
1:24.7	pet brands in our community is growing and we wanted to create a space dedicated
1:28.6	for pet brands to discuss unique challenges and regulations. We thought who better than to join us
1:33.8	than one of our early Slack members, Shameless Pets, who I've personally been following for a number of years.
1:39.7	James Bellow is the co-founder and CEO of Shameless Pets and is a former Target buyer with a lot of wisdom to share.
1:46.0	Shameless Pets makes healthy treats and foods for cats and dogs that utilize upcycled ingredients in an effort to fight food waste.
1:53.0	As of our recording date, they've saved about 1.2 million pounds of food from going into landfills.
	...

Please login to see the full transcript.

Previous episode | Next episode

Disclaimer: The podcast and artwork embedded on this page are from Startup CPG, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of Startup CPG and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.