The Nombase Podcast

Chris Robb, founder of Supernatural Ventures and early investor in brands like Bachan’s, shares how he evaluates founders before revenue, what separates breakout brands from the rest, and what most CPG companies waste money too early.What founders will learn:• Why unit velocity matters more than total revenue in early retail growth• How to price your first fundraising round without hurting future raises• What kind of packaging is the one area early brands should overspend on• How to use retailers and store buyers as real world product validation before scaling• What Chris looks for in founders before investing pre-revenue capitalChris also breaks down how Supernatural Ventures approaches pre-seed investing, why he avoids heavy marketing spend early on, and how brands can build momentum organically before raising larger rounds.

OpenSky Ventures has backed brands like Fishwife, Magic Mind, and Habiza, and is actively deploying capital into the next wave of innovative businesses. They focus on brands with early traction, strong customer loyalty, and clear potential to scale into lasting, differentiated brands.In this episode, Stephanie Nwokolo Hussey, Principal at OpenSky Ventures, breaks down exactly what they look for, how they evaluate founders, and how to know if your brand is a fit before you pitch.You will learn:• How to prove real brand strength through repeat rates, subscriptions, and early customer loyalty signals• What investors actually want in a deck, including must show metrics and common deal breaking mistakes• How to stay capital efficient by controlling marketing spend, supply chain costs, and team structure• How to build a go to market strategy using organic growth, community tactics, and customer first channels• How VCs separate real trends from hype using examples like protein demand and GLP 1 driven behavior shiftsIf you are a food or beverage founder thinking about raising, this episode will help you quickly understand whether Open Sky should be on your target list.

After raising capital, most founders feel like they have finally unlocked the ability to grow. But what you do next can determine whether that capital creates momentum or quietly sets your business back.In this episode, Day Out Snacks founder Becky Pleat sits down with Phil Trowler, former finance lead at Olipop, to discuss the specifics on how early stage CPG brands should actually think about deploying capital, building financial discipline, and preparing for what comes next.You will learn:The most expensive mistake founders make right after raising capitalWhy expanding into more retail doors too early can hurt your businessHow to prioritize velocity over distribution when deploying capitalWhat burn rate and contribution margin actually mean in practiceThe key financial metrics every founder should know weeklyHow to think about fundraising timing, milestones, and dilutionWhat strong unit economics look like and how to improve them over timeThe difference between scaling your business and just getting biggerWhen to invest in people versus systems as your company growsHow profitability changes your leverage in fundraising conversationsMake smarter decisions with your capital and avoid costly mistakes early!

In today’s CPG landscape, profitability isn’t always the first milestone founders should focus on. As capital markets and deal structures, investors and acquirers are often looking for something earlier in a brand’s lifecycle: clear product market fit, strong velocity, and the potential to scale efficiently. In this episode, Ryan Williams, founder of Northall and creator of the Fabid deal database shares what recent investment and acquisition activity reveals about how value is actually being built in food and beverage CPG. Together they explore why some brands attract premium valuations while others struggle to raise, how founders should think about capital efficiency, and what recent exits say about the paths companies take to reach a successful outcome.

Distributor deductions can be overwhelming, but understanding them is essential to running a healthy CPG business. Jenna Gelgand, founder of Jave Insights, and Greg Esslinger of Floret. Together they explain the mechanics behind deductions, the patterns that lead to costly mistakes, and the dispute paths that actually work. You’ll learn how distributors calculate and apply deductions, why certain fees are unavoidable while others are preventable, and how to manage relationships with supplier managers, buyers, and retailers when issues arise. 

Investors all want to see your data, but how and what you present can make or break the deal. In this episode, Edricco Reina of BeyondRoots Growth Partners and Taylor Urlich of Whipstitch Capital break down exactly what investors look for and how to make your numbers tell the right story. Taylor shares Whipstitch’s standard data request list, giving you an inside look at what happens behind the scenes, as we walk through where the green lights and red flags are for investors and how to present your brand in the best possible light.

Painterland Sisters has gone from maxing out credit cards on a family dairy farm in Pennsylvania to closing a seven-figure seed round and landing national distribution. Co-founders Stephanie and Hayley Painter share how they built the brand, navigated the shock of a withdrawn bank loan, and raised from both hundreds of community investors and institutional backers. Joining them is Kevin Griffith, fractional CFO with AmpliFi, who helped structure their Wefunder campaign, SAFE note, and seed round. Together they break down the real tactics behind crowdfunding, SAFE structures, working capital for perishables, and keeping a complex cap table aligned.

Alejandro González, managing partner of Redwood Group and Santatera Capital, explains how the fund chooses which food and beverage brands to back. He outlines why flavor matters most, what healthy margins look like, and how distribution drives growth. González also shares how Santatera supports founders with research, recruiting, governance, and supply chain expertise. He discusses what an ideal exit looks like for the fund and gives an inside look at why they recently invested in Sunnie, an allergen-free snack brand.

There are a variety of ways to secure funding—the trick is aligning the right fit with the right opportunity. Join Emily Griffith, founder of Lil Bucks, and Daniela Jensen of Big Picture Foods as they share their funding journeys. Emily discusses Lil Bucks' $3M Series A raise, and Daniela talks about Atalanta’s acquisition of Big Picture Foods. We'll discuss the options they considered, why they chose their paths, and the lessons other brands can take to secure capital. 

Slotting fees, free fills, retail markups, distribution costs, trade spend & marketing—making money in retail is expensive and complex. But just how long does it take? Jia Liao, founder of Hotpot Queen, wants to find out. Join us as experts Dwight Richmond, Director of Center Store at Town & Country, and Sarah Dorey, partner at Synergy Sales, share their insights on the timeline and offer tips to accelerate the process.

We’ve all heard that owning your backyard and going a mile deep is key for gaining traction in CPG. The GNGR Labs team self sold their product into to every indie store and bodega in NYC, building a grassroots base. Their scrappy approach allowed them to test and refine their ginger shots before partnering with a distributor, leading to investment and wide-scale distribution. Join Daniel Chechelnitsky and Namik Sultan to understand how to use NYC's distribution system to your advantage, how to build a relationship with a new DSD, and how to make the most out of a modest marketing budget. 

Kathy Yuh, VP at VMG Partners, discusses the venture fund's current investment strategies, partnerships, and evolving criteria amidst shifting market conditions. We'll explore valuation trends, best P&L practices, and notable categories and trends.