Fila Manila's Founder Jake Deleon Brings Filipino Flavors to Shark Tank
The Startup CPG Podcast
Startup CPG
4.9 • 642 Ratings
🗓️ 29 February 2024
⏱️ 44 minutes
🧾️ Download transcript
Summary
In this special bonus episode of the Startup CPG Podcast, Daniel Scharff is joined by Jake Deleon, the founder and CEO of Fila Manila. With a focus on crafting award-winning sauces and spreads inspired by Filipino flavors, Jake shares insights into his appearance on the upcoming episode of Shark Tank, along with his anticipation for increased online orders and brand buzz.
Drawing from his background at major CPG companies like Procter Gamble and Starbucks, Jake delves into the importance of understanding target audiences and product differentiation when launching a new product line. His persistence in applying multiple times to Shark Tank paid off, and he discusses the overwhelming yet fair experience of filming the show. Throughout the conversation, Jake emphasizes the broader impact he hopes to achieve—creating awareness for Filipino cuisine on a national level and making his mother proud by fulfilling her dream of seeing him on her favorite show.
Don't miss this inspiring conversation that goes beyond the entrepreneurial journey to celebrate culture and culinary excellence. Tune in now!
Listen in as Jake shares about:
- Founding Fila Manila
- Shark Tank Casting and Filming
- Previous Venture - Origin Almond
- TikTok Strategy
- Cultural Representation
- International Experience
- Entertaining YouTube Video
- Impact of Shark Tank on Entrepreneurship
- Application Process
- Negotiation and Valuation
- Therapist Session After Pitch
- Founders Heritage
- Product Transition and Future Plans
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (15K+ members and growing!)
- Follow @startupcpg
- Visit host Daniel's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Hello, everybody. I am so excited to announce that startup CPG now has an official Amazon agency |
| 0:06.6 | partner we think is the best fit for emerging brands. They're called Daybreak Agency. They're led by |
| 0:11.6 | Leon Lewis, who has years of experience growing CPG brands. Based on recommendations from |
| 0:16.6 | the community, I personally actually worked with Leon and the daybreak team for my previous |
| 0:21.5 | beverage brand and I was super thrilled with the results. He is absolutely a great fit for brands |
| 0:27.0 | in the community. In my view, his team is the most affordable and most effective option out there. |
| 0:32.8 | They will fix up your listing and get you set up with the right creative. And they have a much more |
| 0:37.9 | reasonable retainer structure than most agencies I've come across. I've seen crazy retainers like |
| 0:43.4 | 5,000 a month and that's stuff that's just really not affordable for emerging brands. But his retainer |
| 0:48.1 | is super affordable and he does incredible work. He will manage your operations, advertising, |
| 0:53.2 | deal with the most challenging aspects of getting |
| 0:55.4 | you set up on Amazon. He actually also does other channels like Instacart and Crideo. Their team has |
| 1:01.5 | years of experience across all of CPG, and I'm super confident that you're going to love |
| 1:06.1 | working with them. If you want to reach out to him, you can message him on the startup CPG Slack, |
| 1:10.6 | Leon Lewis, |
| 1:11.2 | Daybreak Growth, or email him at Leon at daybreak. Agency. Make sure you mention startup CPG to get |
| 1:18.1 | $600 of free design credits. It was one of the reasons that made me do the leap from corporate to entrepreneurship. |
| 1:34.3 | I mean, obviously, it was not the only shark tank, but it just really inspired me. |
| 1:38.3 | Like, I loved listening to everyone's stories. |
| 1:40.3 | I learned from their pitches. |
| 1:41.3 | I just learned from, like like how the sharks ask questions. |
| 1:46.1 | Like just different ways to frame entrepreneurship. |
... |
Please login to see the full transcript.
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.
Copyright © Tapesearch 2026.