Founder Feature: Haylee Jordan and Tom Eddleston of FABRIC

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 17 October 2025

⏱️ 38 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode of the Startup CPG Podcast, Caitlin Bricker speaks with Haylee Jordan and Tom Eddleston, co-founders of FABRIC—a purpose-driven beverage brand redefining what it means to drink consciously.

Haylee and Tom share their journey from concept to launch, reflecting on the whirlwind experience of bringing FABRIC to market in less than a year. They discuss how purpose and sustainability have been built into the company from day one—through its status as a Public Benefit Corporation, its commitment to mental health initiatives, and its pursuit of B Corp certification. The conversation also covers their creative approach to branding, design collaboration, and their partnership with Protect Our Winters.

Listeners will enjoy a candid, behind-the-scenes look at how FABRIC is weaving together mission, innovation, and authenticity.

Tune in to hear how FABRIC is reimagining the future of social beverages through creativity, community, and conscious business practices.

Listen in as they share about:

Founding and Brand Story
Brand Mission & Purpose
Sustainability and Social Impact
Branding, Design, and Collaboration
Marketing and Communication Challenges
Product Development and Market Strategy
Social Media & Marketing Challenges

Episode Links:

Website: https://www.enjoyfabric.com/

Instagram: http://instagram.com/drinkfabric
LinkedIn: https://www.linkedin.com/in/hayleejordan/

LinkedIn: https://www.linkedin.com/in/thomas-eddleston/

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

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 (20K+ members and growing!)
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Visit host Caitlin's Linkedin
Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics

Transcript

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0:00.0	We started in January and it's, I'm like, I don't know what date it is, I guess it's October now.
0:15.0	But we've kind of fast-tracked everything from an idea to execution to being on the shelf. So we feel like we're in a whirlwind,
0:23.3	but super excited. We can't believe how much traction we've had so far and how much excitement we've
0:27.9	had. And I mean, I tie that a lot to our meaningful piece of the brand, which is our unfucked
0:33.2	tomorrow, right? That's our brand story and our tagline.
0:38.5	Hey, everybody. This is Caitlin Brooker, editor at Startup CPG. We are back with another founder
0:44.5	feature. Today we're talking with Haley Jordan and Tom Edelston, co-founders of Fabric.
0:50.2	Fabric is a THC-infused hop fizz built on doing good from day one. As a public benefit corporation,
0:56.4	they commit 2% of revenue to mental health while creating zero calorie, zero sugar hemp beverages
1:02.6	in a category typically loaded with sweeteners. From sourcing Australian botanables and galaxy hops
1:08.9	to potentially becoming the first B-Corp-certified
1:11.8	hemp beverage brand in the world, they're building a company where purpose is not an afterthought.
1:18.2	Fabric is already chilling in my fridge for when I'm ready to break my three-year THC hiatus.
1:23.5	So wish me luck and enjoy this episode.
1:30.1	Hey everybody, welcome back to the Startup CPG podcast.
1:33.6	This is Caitlin, and today I'm here with Haley Jordan and Tom Edelston, co-founders of Fabric.
1:38.8	Welcome to the show.
1:39.9	Thank you for having us.
1:41.8	Thanks, Caitlin.
1:42.4	I'm super excited to have you here because this is the first time I am speaking to a hemp-focused beverage company in my role with the podcast.
1:52.9	So I'm super excited.
1:55.0	For anybody who's listening, a little bit of background about myself, is that I worked in the cannabis industry for five years prior to joining startup CPG,
	...

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