Bloomberg Businessweek

Episode: Hoboken Farms Nets $4 Million in Fresh Funding

Date: February 17, 2026
Hosts: Carol Massar & Tim Stenovec
Guest: Brad Finkel, CEO of Hoboken Farms

Episode Overview

This episode spotlights Hoboken Farms, a family-owned company that started at local farmers markets and grew into a shelf staple for pasta sauces across the U.S. and beyond. Host Carol Massar, joined by Tim Stenovec, talks with CEO Brad Finkel about the evolution of the business, the changing landscape for small businesses and consumers, and the company’s recent $4 million Series A funding round. The discussion offers candid insights into consumer behavior, supply chain challenges, and the pivotal role of community in business growth.

Key Discussion Points & Insights

1. Consumer Sentiment and Behavior

• Current Mood: Finkel describes consumers as “scared” and “confused,” with uncertainty dominating their planning and purchasing (03:24).
  • “I think the consumer is scared. I think the consumer is confused. I think the consumer is trying to grab onto some form of an idea of what they can plan for and they can't find it.”
    — Brad Finkel [03:24]
• Shift to Home Cooking: Due to rising restaurant costs and fees, more people are eating and cooking at home, searching for quality and value in their purchases.
  • “In my exact world, I find consumers are not going out to eat to restaurants as much. They are cooking at home. So they're coming to us.”
    — Brad Finkel [03:41]

2. Comparisons to Previous Economic Moments

• Finkel draws parallels between today’s uncertainty and the periods around 9/11 and the Great Recession, stating this moment has both “confusion” and “fear” (04:24).
  • “In 2001, we were there during 9/11. Then during the recession, we went through that. This feels kind of like a combination of both, not just confusion, but fear.”
    — Brad Finkel [04:24]
• Contrasts with larger company execs who remain upbeat, highlighting a unique small-business perspective.

3. Small Business Challenges: Stability Over Policy

• Finkel credits the ability to “plan” as the most crucial element for small business—more important than political shifts or macro headlines.
  • “What matters to me is stability. If I'm going to plan for next month, next year, I have to be able to have an understanding of what it is I'm planning for.”
    — Brad Finkel [05:38]
• Tariffs and cost of goods increases can dramatically impact operations.

4. Origin Story: From Deliveries to Farmers Markets

• Finkel recounts starting out delivering mozzarella and bread to ex-Hoboken residents in the suburbs (07:02).
• Transitioned to attending farmers markets after an invitation from Peter Baronio—then grew into making and selling marinara sauce.
  • “It kind of started as a side hustle. I made a marinara sauce, and that marinara sauce really took off. ...A very important buyer from Whole Foods saw that line of people, tried our sauce, and called me up...and that started my journey from farm market to supermarkets across America.”
    — Brad Finkel [08:49]

5. Delivering Consistency at Scale

• As Hoboken Farms has grown, maintaining product quality remains paramount. Finkel personally attends production runs for taste, color, and consistency; anything subpar is donated.
  • “We go to every run. We are there. So we're tasting tests. We're tasting color. We're tasting viscosity. ...If it does not meet those expectations, it gets donated to the community food bank.”
    — Brad Finkel [09:44]

6. Community: The Ecosystem and Incubator

• The origin of Hoboken Farms’ sauce came from fellow farmers and direct customer requests.
  • “A farm market is both an ecosystem and an incubator. ...I need tomatoes and basil, and there's tomatoes and basil [right next to me at the market].”
    — Brad Finkel [11:21]
• Most ingredients are sourced locally when possible, except for olive oil.

7. Growth, Funding, and the Role of Customers

• The company’s recent $4 million Series A funding happened organically—customers, including experienced CPG investors, expressed interest before a formal capital raise process began.
  • “It became obvious that the opportunities that were coming our way meant that I needed a bigger boat. ...When word got out to our customers...some very savvy investors said, wait, we want to be part of this.”
    — Brad Finkel [11:42]
• The raise positions Hoboken Farms for broader distribution and operational excellence.

8. Future Plans and Product Expansion

• Geo-Expansion: Growing distribution footprint down the East Coast, to the Midwest, and further into California and Texas. Online/direct-to-consumer is also a focus.
  • “We are building our business straight down 95 down south to the Midwest. ...We are growing our distribution certainly also online as well, you know, direct to consumer.”
    — Brad Finkel [12:32]
• Product Line: New pizza sauce is forthcoming, with further products in the pipeline, leveraging a “small but mighty group of experts” (13:00).

Notable Quotes & Memorable Moments

• Consumer Mood:

  • “I think the consumer is scared... trying to grab onto some form of an idea of what they can plan for and they can't find it.”
    — Brad Finkel [03:24]

• Business Philosophy:

  • “What matters to me is stability. If I'm going to plan for next month, next year, I have to be able to have an understanding of what it is I'm planning for.”
    — Brad Finkel [05:38]

• Startup Story:

  • “This kept on happening. And I said to my grandmother, do they not have bread and cheese where they live?”
    — Brad Finkel [07:32]

• Community’s Role:

  • “A farm market is both an ecosystem and an incubator.”
    — Brad Finkel [11:21]

Important Timestamps

• [03:24] – Brad describes current consumer mindset
• [04:24] – Comparison to 9/11 and 2008 Recession
• [05:38] – What matters most for small business: planning & stability
• [07:02] – Finkel’s early delivery business and first exposure to farmers markets
• [08:49] – Being discovered by Whole Foods; leap to supermarkets
• [09:44] – Maintaining ingredient and product consistency
• [11:21] – Farmers markets as an “ecosystem and incubator”
• [11:42] – Organic capital raise story
• [12:32] – Distribution growth plans
• [13:00] – New products in the pipeline

Summary Flow

The episode gives a personal, candid look at running a small food business in today’s volatile climate. Brad Finkel’s story—growing Hoboken Farms from a quirky delivery service on an old answering machine to a national brand—underscores adaptability, relentless quality control, and deep community ties. The conversation balances the practical (how to scale, secure funding, and expand into new markets) with the personal (stories of early hustle, maintaining community involvement, and responding to real-time customer needs). Underpinning it all is a sense of optimism and humility, even in the face of macroeconomic challenges.

For listeners:
If you’re interested in entrepreneurship, consumer trends, or the realities of growing a brand from market stall to supermarket shelves, this is a must-listen episode—full of grounded insights, humor, and business wisdom from the frontline.