In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates—dark chocolate covered, nut butter stuffed Medjool dates in four decadent flavors: pistachio butter, cashew butter and walnut, almond butter, and peanut butter.

Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email.

Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape.

Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two.

Listen in as they cover:

How a Shabbat dinner dessert became the foundation of a luxury confection brand
Why Medjool dates are the perfect vessel—and why size really does matter
The farmers market strategy that generated $1,500 on day one and proved the concept
How LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organically
The giftable format strategy that's turning customers into brand ambassadors
Their retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accounts
What being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to them
The upcoming healthy Nutella spread and what's next for the brand
Why year two is the hardest—and what separates brands that survive from those that don't

Whether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you.

Episode Links:
Gato Dates Website: https://gatodates.com
Gabriella Labi on LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/
Tonya Reznikovich on LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/
Gato Dates on LinkedIn: https://www.linkedin.com/company/gato-dates/

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Show Links:

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Episode music by Super Fantastics