In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Jessica Hamel, founder of PlantChi, a new type of pantry staple made from superseed blends mixed with flavorful ingredients that you can sprinkle on anything for effortless nutrition from real food. No optimization required.

Jessica shares how growing up in a "weird food house" in the 90s, running long distances without a watch, and a doctor's simple advice to sprinkle hemp seeds on everything all converged into a brand built on one core belief: nourishment shouldn't be stressful. PlantChi isn't trying to make you a Greek God. It's trying to make you feel a little more nourished—one sprinkle at a time.

With a background in marketing and a previous natural frosting company whose customers included some of the top ultra runners in the world, Jessica brings both creative instincts and hard-won CPG experience to PlantChi. She's self-funded, scrappy, and deeply intentional—using farmer's markets as live market research, updating packaging based on real customer feedback, and choosing to slow down on retail expansion in early 2026 to first build a strong online community and education foundation.

Caitlin and Jessica dig into why 62% of consumers no longer believe health claims, why seeds don't need to be revolutionary to be powerful, and why PlantChi's positioning—real food that just happens to be nutritious—is landing at exactly the right cultural moment. They also cover Jessica's honest take on protein label deception, the underrated power of independent retailers, and why anyone starting a food business just to make fast money is, in her words, what's wrong with the industry.

Throughout the conversation, they discuss the parallels between PlantChi and the broader consumer fatigue with wellness as performance, the buzz around fiber and protein heading into 2026, and why a product toddlers keep coming back to at a vegan festival might be the ultimate market validation.

Listen in as they cover:

Why Jessica built PlantChi as an antidote to wellness optimization culture
How farmer's markets became her most valuable (and actionable) market research tool
The packaging update that came directly from customer feedback
Why seeds are an underrated, nutrient-dense answer to the protein and fiber craze
The truth about misleading protein claims and consumer trust in food brands
Her strategy of pausing retail growth to invest in community and education first
What independent retailers like Happier Grocer and Levers Locavore taught her about launching smart
Her advice to founders: follow your heart, stay resourceful, and don't ruin the industry
How PlantChi compares to everything but the bagel seasoning—and why it wins on nutrition

Whether you're a founder looking for a grounded approach to brand building, a buyer searching for a joyful new addition to the spice aisle, or a consumer who's exhausted by wellness culture and just wants to eat good food, this episode is for you.

Episode Links:

Jessica Hamel — Founder, Plant Chi
🔗 LinkedIn: https://www.linkedin.com/in/jessicarhamel/
🌐 Website: https://plantchi.life/

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 (35K+ members and growing!)
Follow @startupcpg
Visit host Caitlin's Linkedin
Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics