In this special episode of the Startup CPG Podcast, host Daniel Scharff and Caitlin Bricker — a former retail buyer and managing editor at Startup CPG — pull back the curtain on the biggest thing Startup CPG has ever built: Opportunity Knocks. This is a brand new platform designed to give emerging CPG brands a direct line to some of the most exciting retailers, distributors, and industry stakeholders in the game — no broker required.

Opportunity Knocks drops exclusively in the Startup CPG newsletter every other Friday, starting May 1st. Each opportunity opens a two-week submission window for brands to apply directly. Featured retailers include names like Raley's, The Fresh Market, Hungryroot, and Whole Foods UK — with more on the way. Many opportunities will also include a virtual fireside chat with the retailer or stakeholder, giving brands a chance to hear exactly what they're looking for before submitting.

Daniel and Caitlin walk through everything brands need to know to make the most of this new platform — from what gets an application noticed to what quietly kills it. Caitlin brings her buyer lens to break down the basics that too many brands overlook, and Daniel shares the incrementality story that actually moves buyers and the mindset shift that separates brands who get picked up from the ones who keep getting passed over.

Listen in as they cover:

Why Opportunity Knocks exists — and how it evolved from the retail tracker and review calendar
How the submission process works: two-week windows, fireside chats, and what happens after you apply
Which retailers and stakeholders are already involved — and what kinds of brands they're looking for
Why your ingredient list, product packaging, and founder story all need to be on your website before you submit
How to tell an incrementality story that actually gives a buyer confidence Why knowing the retailer's set — and speaking their language — can 10x your chances
What consistent rejection is really telling you — and when it's time to take a hard look The ingredient and formulation trends brands should be paying attention to right now
How to reach out if you're a retailer, distributor, or investor interested in participating

Retailers and other industry stakeholders interested in becoming part of this campaign initiative can reach out to OK@startupcpg.com.

If you’re a brand looking to submit your products to individual campaigns, sign up for our newsletter and Slack via startupcpg.com. Make sure you do it before 5/1 so you don't miss out on the first opportunity!

Interested in sponsoring Startup CPG, Opportunity Knocks, and other initiatives? Reach out to partnerships@startupcpg.com.

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 Daniel's Linkedin
Visit host Caitlin's Linkedin
Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
Episode music by Super Fantastics