The Spotlight: Shelfies Special Edition (Startup CPG)

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SPECIAL EDITION

SPOTLIGHT S E I F L E H S 1 2 0 2 E H T T E E M S R E N N I W S D R AWA


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INTRO INTRO

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INTRODUCING THE SHELFIES AWARDS The First Annual Shelfies Awards, proudly sponsored by Survey.com, will recognize the most promising emerging food & beverage brands

EMMYS OF EMERGING FOOD & BEVERAGE Our mission at Startup CPG is to elevate emerging food and beverage brands. Since our inception, we have been keenly attentive to the unique challenges and opportunities that 1-5 person emerging CPG brands face. Among these challenges is the cost and labor barrier to nominating products for big-name awards. Yet the recognition of a best-in-class award could be the catalyst to turn an emerging product into a moonshot. Thus, we are delighted to announce the Shelfies, which will award Best-In-Class prizes to the most promising 1-5 person emerging food & beverage brands.

A SPECIAL THANK YOU TO GOODO STUDIOS FOR CONTRIBUTING ALL OF THE IMAGES IN THIS MAGAZINE 3


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SHELFIES BY THE NUMBERS Startup CPG - Confidential - Do not copy or distribute

12 Categories

36 Finalists

13 Winners

Startup CPG - Confidential - Do not copy or

Startup CPG - Confidentialdistribute - Do not copy or distribute

73% Women-Owned 50% Minority-Owned Startup CPG - Confidential - Do not copy or distribute

APPLY TO BE CONSIDERED FOR NEXT YEAR'S SHELFIES AT STARTUPCPG.COM 4


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Shelfies CRITERIA

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TASTE

TASTEBUD TEASERS BACK-FOR - SECONDS FINGER -LICKING GOOD

NEW AND INNOVATIVE

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DIVERSE LEADERS SUSTAINABLE SOURCING GOOD INGREDIENTS

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BETTERING THE FOOD SYSTEM

CATEGORY DISRUPTORS SHELF SHAKERS REDEFINERS

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BRANDING

EYE CATCHING STORY TELLING DOUBLE-TAKING

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YIPS

YOGURT CHIPS

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ips Yogurt Chips is on a mission to reinvent traditional yogurt with the first chips made from real probiotic Greek yogurt. Their freeze-dried formula allows health-conscious consumers to enjoy the benefits and taste of yogurt without refrigeration required. “We’re deeply committed to sharing our passion for clean label ingredients and full transparency with a sprinkling of positivity, a dash of humor and a touch of love,” says the Yips team. To Yips, a better food system looks like 100% clean ingredients with no fillers or preservatives. It looks like better accessibility to healthy snacks for everyone. It looks like reduced reliance on the cold chain, thereby reducing environmental impacts, compliance hurdles, equipment and logistics costs and the risk of spoilage.

THE AFTER BAR

CBD + PROTEIN Startup CPG - Confidential - Do not copy or BAR distribute

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he After Bar is a first-of-its-kind holistic recovery bar. This non-hemp derived CBD protein bar was made to fill the gaps presented by other protein bars, which they believe do not properly fuel athletes’ bodies. Using functional ingredients like goji berries, sacha inchi protein, and noni fruit, After Bar seeks to incorporate health benefits that go beyond macros. They are committed to educating consumers on science-backed nutrition while also focusing on mental health and wellbeing. To The After Bar, a better food system looks like a more holistic approach to healthy eating that incorporates mental wellbeing. It looks like less processed, artificial ingredients and more whole foods.

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BEST SWEET SNACK / BAR

THUNDERBIRD CASHEW FIG CARROT

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eading the back of a wrapper in 2012 at a child’s swim meet, Cameron Smith emailed Thunderbird Bar to thank them for making such delicious paleo bars. This email started a nineyear journey that began with Cameron becoming the initial angel investor of the company and led to him becoming the owner-operator of Thunderbird Bar. Cameron believes it is critical for small, family-owned brands to drive innovation and advance the cause of improving the quality of our food choices as we try to roll back what has been an overall decline in food quality. Thunderbird Bar does exactly that. Thunderbird Bar reflects the belief that eating real foods benefits our bodies in ways science is only now beginning to discover. That is why Thunderbird only uses real food ingredients that are time-tested by nature. Their bars are made from fruits, nuts, seeds, spices, and absolutely nothing else. As a small company, Thunderbird brings the enthusiasm for great-tasting snack food alive with bright and innovative flavors Thunderbird believes in nutrition the way nature intended. Using nutrient-dense real food, Thunderbird bars deliver a delicious, real food flavor. Using simple yet mighty ingredients—fruits, nuts, seeds, and spices— Thunderbird creates a unique blend of flavors and textures you can sink your teeth into along with the added benefits of prebiotic fiber, antioxidants, adaptogens and more. They never use isolates, added sugars stripped from their companion source, or other ingredients not found in nature. People are at the heart of Thunderbird. Their employee-owned model ensures that their team benefits from the fruits of their labor. As a result, they have an extremely high commitment to product quality and customer satisfaction. Beyond supporting their own people, Thunderbird believes business should be a force for good; they support initiatives focused on wildlife conservation

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WWW.THUNDERBIRDBAR.COM and leaving this world a better place. While their founder has privately supported Wildlife Conservation for years, Thunderbird Bar will be introducing products aimed at supporting these frontline wildlife projects as well. While Thunderbird has been immensely successful in securing retail placement, their continual challenge is attracting the consumer’s attention in a crowded marketplace. “Until recently, consumers were focused on macronutrients, such as protein and carbohydrates almost without regard to the quality of the ingredients,” says the Thunderbird team. “The pandemic is shifting the focus of consumers to a more holistic view of food quality. Once they try Thunderbird, there is no going back.” As Thunderbird grows, they continue to be humbled by the immense love they receive from direct customers and other small businesses that carry their bars. “Our small retailers

regularly call to share the success our bars have had on their business. It is humbling because they are essentially betting on the success of their business and the satisfaction of their customers on our products.” The feedback that “our customers love your bars, we want to order more” never fails to gratify the team. For Thunderbird, a better food system believes in nutrition the way nature intended. A better food system returns back to real, whole food ingredients as well as embracing a whole planet view of the production of these ingredients. “Fake ingredients and overly manufactured products don’t give us the true nutrition we need to perform our best.” You can find Thunderbird through on their website as well as retail placement nationwide. They are available at many health-focused mom-and-pop shops as well as larger retailers, like Whole Foods, HEB, Publix, Natural Grocers and more!

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EUREKA

TORTILLA

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ureka Tortilla makes tortillas a daily part of people’s lives in a new, innovative way by adding unique natural flavors to the standard flour tortilla. From Blueberry and Maple to Pickled Jalepeno and Carrot, Eureka’s flavors bring an added surprise to a daily routine. Thus, Eureka Tortilla’s mission is to encourage people to think differently, to celebrate their own imagination, and to never be afraid to fail. To Eureka Tortilla, a better food system is one without processed, artificial ingredients found in cheap, mass-produced products like candy, cookies, snacks and soda. “I can't believe I used to eat that much crap as a kid,” says founder Henri Revel. Instead, Eureka makes their tortillas only with ingredients you can read.

CULT

CRACKERS

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ult Crackers has made it their mission to thoughtfully craft delicious cassava and seed-based crackers that nourish our bodies, while also caring for the planet. Cult Crackers are hand-baked in small batches in a dedicated gluten free kitchen, using only the highest-quality, organic, non-GMO ingredients. The crackers are then hand-packed in recyclable packaging. “We try our best to do everything with care and intention, paying our employees a living wage, and are proud to be a women-owned & women-powered business.” To Cult Crackers, a better food system is one in which we know where the food we buy and eat comes from, and how it's grown or made.

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Section title page BEST SAVORY

DAILY CRUNCH SNACKS

GOLDEN GOODNESS SPROUTED ALMONDS

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an Stephenson, Laurel and Diane Orley are all the co-founders of Daily Crunch Snacks. Diane Orley, Laurel’s Aunt, learned the sprouting process in India over 18 years ago. She was fascinated by the process and loved the finished product – the nuts tasted nothing like raw or roasted nuts we eat here in the United States. Diane began to test out different methods of soaking and dehydrating raw nuts while studying the nutritional properties. Laurel Orley has more than 15 years of media and advertising experience and largely oversees the marketing, and strategy of Daily Crunch Snacks. After working 13 years on the Unilever business, she found herself loving the consumer-packaged goods world, but wanting to work for a brand she could create from the ground up. Dan Stephenson has experience launching startups along with a strong financial industry background. Together, Dan, Laurel and Diane launched Daily Crunch Snacks in March 2020. Daily Crunch Snacks believes that satisfying crunch cravings shouldn’t mean giving up your healthy lifestyle or your time. “We shouldn’t have to choose between bland options, oil-packed “healthy” snacks, or spending your Sunday by the oven. We should be able to satisfy and embrace our crunch cravings while fueling our bodies with real, nutrient-dense food,” says co-founder Laurel Orley. Daily Crunch is on a mission to make snacks that taste as good as they make you feel. Daily Crunch almonds go through a special multi-step process before making it to the bag. They are first soaked in purified water, activating germination, or “sprouting.” After “sprouting,” the nuts are left with a hollow core that gives them that uniquely crunchy texture and taste. Because sprouted almonds are at the core of Daily Crunch’s business, education has been the most challenging facet of their growth. Many consumers are new to “sprouting” and the health benefits that come with this process. “How we communicate the value of sprouted to new consumers is critical,” says Laurel. Put simply, the sprouting process removes almonds’ high amount of phytic acid.

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WWW.DAILYCRUNCHSNACKS.COM Phytic acid blocks human digestive enzymes such as pepsin, trypsin (digest proteins) and amylase (breaks down starch) from doing their job.Thus, the sprouting process allows our bodies to more readily absorb the natural nutrients in nuts such as calcium, iron, and zinc, and also aids in digestion. Beyond the crave-able crunch this process adds to this snack, sprouting the almonds provides incredible health benefits. As Laurel reflects on Daily Crunch’s journey, she is humbled by the rewarding experiences that have come at every phase of business. “Getting into our first store and then our first national retailer were both equally rewarding in their own right. The journey of carving sprouted nuts snacks into a mainstream category has been a really exciting ride.” Crucial to Daily Crunch’s growth has been their par-

ticipation in accelerator programs. Currently, they are going through the SKU accelerator program, which matches emerging CPG brands with a world-class program driven by a thriving community of serial entrepreneurs & industry experts. As another critical feature of their growth, they will be launching with new flavors this Fall. To Daily Crunch, a better food system is telling consumers where ingredients came from, and not sneaking in bad ingredients into your food. They also would like to see more ‘better for you’ products be more affordable for all. You can find Daily Crunch Snacks on Amazon and in 900 stores across the country including Bristol Farms, Kings, Fox Trot, Meijer, Plum and 300+ healthy food stores across the country.

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TING’S JACKFRUIT CHIPS

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ounder Tiffany Wang was born in Beijing and grew up in the Bay Area. Her entrepreneurial side emerged after high school, when she began selling thrifted vintage clothing and Jeffrey Campbell shoes on eBay. After graduating college and taking on a Logistics and Operations Manager role at a chemical supply chain company, Tiffany created an e-commerce women’s clothing brand with a friend. After 6 years of managing operations at private companies and startups, she pivoted to graphic design; eventually leaving the corporate world to go freelance while living abroad in Asia. Tiffany founded Ting’s in late 2020 when she started missing jackfruit chips -- her favorite pantry grab from her time overseas. Ting’s Jackfruit Chips are delicious, ripe jackfruit pieces lightly vacuum-fried in oil. These crunchy natural snacks were made with a mission is to fight world hunger. Ting’s allocates 2% of profits to provide student lunches at Trakiat School, a K-9 in Cambodia, a school Tiffany worked closely with in 2018. As they grow, they aim to expand their product line by leveraging the versatility of jackfruit; eventually implementing a buy-one-giveone structure whereby a purchase of Ting’s provides a meal for someone else in the world. These incredibly versatile chips are made from jackfruit, one of the only superfruits on earth that contains almost every vitamin and mineral your body needs (including vitamin B-complex!). Ting’s have just 140 calories per bag, so you experience all the indulgence of both sweet & savory snacks without compromising on healthy choices – something that Tiffany has always been passionate about. While creating Ting’s has been Tiffany’s passion, “being a solo founder in a new industry or territory has been challenging. Not only are you counting on only yourself to make important decisions about your business, but it’s also a constant juggle of prioritizing tasks that you may or may not like or

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know how to do,” she says. “But building my own brand has allowed me to discover my strengths and weaknesses, likes and dislikes. This experience has also given me the opportunity to meet incredible people with shared passions during a rare time of isolation.” For Ting’s, a better food system is one where everyone has access to healthy food regardless of their socioeconomic background and an emphasis on ending food waste. “The juxtaposition of wealthy societies’ food excess and the rest of the world’s hunger pandemic is startling,” say Tiffany. “Our wast-

ed food is not only horrible for the environment, it’s a drain on resources, finances, and our health. There is so much work to do when it comes to how food is distributed in society and in general our relationship to food.” Ting’s has been sold direct-to-consumer for 8 months, but they are now starting to acquire more wholesale partnerships. Ting’s Jackfruit Chips can be found on TingsChips.com or their retail partners Bi-Rite and Other Avenues in San Francisco; online at Umamicart.com and TheChiHuo.com. Check our Store Locater on TingsChips.com.

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CARTER + OAK FROZEN DESSERTS

REVOLUTION

GELATO

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evolution Gelato is a plant-based premium

Startup CPG gelato - Confidential Do notplant-based, copy or dedicated to-making

clean distribute ingredient gelato just as good if not better than traditional ice cream. Super premium ice cream was a big part of founder Jared Olkin’s childhood, and keep this tradition alive in a cleaner, better-for-the-environment format is Revolution’s primary mission. Revolution Gelato hopes to influence a food system that acknowledges the gaps and misinformation in nutrition, and works to look at both traditional diets and the broad body of scientific research to draw general conclusions in trend. “With that in mind, we believe the data to date suggest strongly that diets comprising minimally processed, plant-based foods with few added sugars lead to the best health outcomes. This is also known as ‘whole-foods, plant-based’.”

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arter & Oak seeks to innovate and create premium, indulgent frozen desserts that provide high-quality nutrition in convenient, purposeful packaging. Their single-serve protein-packed, low sugar frozen desserts are rich, creamy and satisfying. They aim to make indulging healthier, happier and easier for all while striving to support the cancer community with more than just delicious, functional products. Carter & Oak is driven to become the frozen dessert market leader in healthcare, while increasing accessibility throughout the natural grocery channel. For Carter & Oak, a better food system means raising the standard of ingredients and packaging currently being used by brands. “It means putting people before profits and no longer allowing companies to use various chemicals to achieve a specific texture or flavor just because it's the cheaper way. The removal of these chemicals and additives is imperative to a better food system with high integrity that consumers can trust and feel good about.”

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Section title page BEST FROZEN ITEM

MUST LOVE OATS

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rom a young age, co-founder Hannah Hong knew she wanted to pursue a career in the food industry because it touches every person’s life and has the unique ability to connect all people. Before co-founding Must Love with her best friend, Hannah gained experience in the consumer packaged goods industry as a brand management intern for Nestlé and later as brand manager of innovation at Bolthouse Farms. Born and raised in StartupCPG - Confidential - Do not copy or distribute Los Angeles, Hannah attended University of California, Berkeley, earning her B.S. in Business Administration and then her MBA at UCLA Anderson School of Management with a focus on marketing. Co-founder Mollie Cha brings nearly 15 years of experience in finance and the consumer packaged goods (CPG) industry to Must Love. Prior to founding Must Love, Mollie gained expertise in CPG innovation at Bolthouse Farms, where she was responsible for identifying white space, evaluating new opportunities and commercialization feasibility. Prior to joining Bolthouse Farms, Mollie was a program finance manager at the Bill & Melinda Gates Foundation and served as an investment banking analyst at Goldman Sachs. Born and raised in Los Angeles, Mollie attended the University of California, Berkeley, earning her B.S. in Business Administration and her MBA at MIT Sloan, with an emphasis on finance and operations. Must Love believes that families everywhere deserve food that is simply good. They use plant-based, simple recipes to make delicious, everyday indulgences in the form of frozen desserts. When Hannah and Mollie started Must Love, their inspiration was banana “nice cream,” made from just frozen banana chunks in a food processor with a little splash of almond milk. They quickly realized that this original product froze too hard to transfer well to a packaged good, but were determined to stay true to the ethos of their inspiration and experimented to create the modern-day Must

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Love. Their non-dairy pints and frozen desserts are either oat-based or banana-based – the creamiest non-dairy alternatives they could source, with the simplest ingredients. Their motto of “Simply Good” doesn’t just refer to the delicious taste, but the wholesome, recognizable ingredients they use to craft their products. Must Love uses 100% plant-based ingredients and minimal refined sugar to create their recipes. “Everyone deserves products that nourish their bodies with food made from real, natural ingredients,” says Hannah. To Must Love, Simply Good also means that all of their recipes are simply good fun, too. They are crave-worthy, deliciously rich, and guaranteed to satisfy your sweet tooth. Everyday small indulgences are an important part of self-care rituals and rewards. “Whether it’s an end-of-day treat after a long day at work or as dessert with the whole family after dinner, families deserve to feel good about treating themselves.” As Must Love has grown, the largest challenge they’ve faced has been scaling operations, particularly figuring out how to make their nice cream at a co-packer. “We were hand-packing small-batch nice cream through mid 2019 when we were in about 200 doors. It was the craziest time of our lives.” Now, as they build a fan base across the country and adding new flavors to their product lines, they continuously are thinking about new ways to scale without sacrificing quality. To Must Love, a better food system would be a world where nutritionally dense foods are affordably accessible to all families. Must Love can be purchased at Sprouts Farmers Markets, Whole Foods, Costco, and other natural/specialty banners.

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TWRL

MILK TEA

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HAPPY MOOSE JUICE

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wrl Milk Tea is 100% women-founded, minority-owned beverage company. Their mission is to make the milk tea drink we all know and love more sustainable, tastier and ready to enjoy anytime, anywhere! Using organic fair-trade tea, plant-based pea milk, nitro-infused technology and less sugar in their milk teas, Twrl is a delicious, healthier alternative to the high calorie, high sugar milk tea (the tea in boba/ bubble tea) that's currently in the market. It’s also the perfect coffee alternative and afternoon pick-me-up! For Twrl, a better food system stems from responsible sourcing and partnering with like-minded producers who take action for the better of the planet. “That is why we source our tea from beyond-organize multi-generational family farms who grow only in season, and in a naturally biodiverse environment.” They also use an incredibly sustainable plant-based milk: pea milk. “Not only does it pair wonderfully with our tea, it uses 85% less water than almond milk, six times less land than dairy milk, and about half the amount of fertilizer than other plant based mills such as oat and soy milk.”

appy Moose’s mission is to craft the world’s best juices and inspire happiness in everyone they come in contact with. Their brand promises to exclusively source tree-ripened, heirloom produce grown by family farms.They specifically seek upcycled varieties and rescue over 1,000,000 lbs of produce annually to help fight food waste and climate change. Their ingredients are hand-harvested and pressed within 3 day, and they only use 100% post-consumer recycled packaging. For Happy Moose, a better food system is one where responsibly-grown and locally-sourced ingredients are used to make foods that nourish the communities in which they are produced. One where we prioritize the earth and its resources through the use of sustainable packaging and natural, plant-based foods.

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BEST READY-TO-DRINK

QUOKKA BREW

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o-founders and co-CEOs Ofek Arush and George Passantino were students at UC Berkeley who couldn’t help but notice their friends struggling to make it through finals week without increasing their caffeine consumption -- and then experiencing its subsequent jitters and crash. As aspiring entrepreneurs, Ofek and George knew this problem needed a solution, but they had yet to find it on the market. So they decided to make it themselves. Quokka Brew was founded on a mission to change not only the way the world drinks coffee, but also the way we look at health as a whole. Ofek and George set out to create a product that fuels your day, rather than setting you up for anxious jitters or a crash. And being college students, they saw firsthand the need for a healthier ready-to-drink coffee -- one that wasn’t packed with sugar. The resulting canned oat milk latte is a product of 200 tests for the perfect “jitter-less” blend and has only 60 calories and 5 grams of sugar. Among the greatest challenges for Quokka Brew has been educating consumers on what “jitter-less” coffee really means. Through countless sampling opportunities on college campuses throughout California, they have demonstrated the product’s efficacy and built a community of loyal customers. For Ofek and George, the most rewarding part of their entrepreneurial journey has been creating their ambassador program. “Students would sample one day, and then come back

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the next to say how blown away they were that the product actually worked. They joined the ambassador program because they were passionate about the product, but they stayed involved because of the community we created.” This community has been their single greatest point of pride and is where they attribute their success. Rather than pushing their team to generate sales, they have rooted the ambassador team in their

mission to “revolutionize the coffee industry.” To Quokka Brew, a better food system is one that focuses on mental wellbeing and function as well as health and nutrition. You can try Quokka Brew at several retail locations across California (Erewhon, Berkeley Bowl, etc) or on https://www. quokkabrew.com/.

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YISHI

FOODS

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ishi makes delicious Japanese-inspired oatmeals in unique flavors like Black Sesame and Taro Bubble Tea. They are packed with protein and fiber for a great start to your morning without a sugar crash. Yishi’s mission is to provide delicious, purposeful food to support your daily wellness. They believe meals be intentional moments of self-care, where you take satisfaction in nourishing your body while truly enjoying what you eat. “We believe healthy, whole ingredient food can and should taste good, and we want to offer these foods in a convenient format that allow you to make the right choice every day.” To Yishi, a better food system is one where we put more resources towards creating food that is good for the body and planet. “Sustainability is the only answer – growing and consuming ingredients that minimize our carbon footprint, put nutrients back into the earth, and contribute to a well-balanced, nutritious diet. This food system would look to what our bodies need and what the earth needs over what corporations want or what is politically expedient.”

JAMIE'S FARM

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amie’s Farm is a granola brand devoted to getting to know “the heart and soil of New York” through delicious, small-farm sourced granola. Their granola is made with local grass-fed ghee for a rich, buttery flavor that tastes gourmet, bringing a touch of extraordinary to the ordinary. By partnering with local urban farmers, Jamie’s Farm hopes to elevate New York and “push the boundaries of what granola can be.” To Jamie’s Farm, a better food system “is one that encourages the growth and support of small family farms who honor the land: through cultivating delicious food, farms who lessen the agricultural impact on climate, while increasing biodiversity and promoting equality amongst humans. As a part of it, it means forming a greater appreciation, collectively, over where our food comes from.”

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BEST BREAKFAST ITEM

PINOLE PROJECT BANANA CINNAMON PINOLE CHIA OATMEAL

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aya Jacquez is the founder of The Pinole Project, a Mexican-American Food Company. The Pinole Project is a family business. The Jacquez’s started The Pinole Project in an effort to pay homage to their abuela (grandmother).The Jacquez family is proud to share their legacy. The Pinole Project’s mission is to build bridges by sharing Mexican food, history, and culture. “We grow when we invite new friends to our table. Preserving our family’s legacy and perpetuating Mexican-American food, history, and culture are incredibly important to us,” Founder Maya Jacquez says. Her family’s legacy begins with her abuela (grandmother) Adela Jacquez, a strong and proud Mexican woman. “Our grandparents showed me what it means to live a meaningful life. They worked so hard on their small ranch in Chihuahua, Mexico to make ends meet.” Maya reflects. Their hardworking lifestyle inspired Maya’s entrepreneurial spirit, while their homecooked meals inspired The Pinole Project’s product. Maya’s grandmother Adela added Pinole, an Aztec superfood, to her slow-cooked oatmeal to give herself and her husband, Arsenio, an extra boost of protein and fiber. This warm, nourishing recipe fueled long days of work on their humble ranch in Mexico.

Pinole was the main fuel source for the Tarahumara people of Northern Mexico, who were known for their long-distance running feats. To make pinole, non-GMO heirloom maize (corn) is ground and mixed with spices, such as cinnamon, and chia seeds. The Pinole Project’s Pinole Chia Oatmeal is gluten free and vegan and contains 10 grams of Fiber and 8-14 grams of protein (depending

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on flavor). The high fiber is gut-friendly and supports digestion and the plant protein provides nutrients for muscle recovery. While nutrition is top of mind for The Pinole Project, sustainability and fair sourcing are equally important. The heirloom corn incorporated into Pinole Chia Oatmeal is grown on Mexico’s independent, sustainable farms – an homage to the Jacquez family’s roots. “We pay premium prices to source our heirloom corn from Mexico’s independent, sustainable farms. We believe in doing well by doing good,” Maya says. As The Pinole Project grows, their main goal is growing awareness of their star ingredient, Pinole. They are eager to make this superfood ingredient shine, constantly testing new Pinole product ideas. Their high repeat customer rate and incredibly positive feedback is fueling their growth. While they are confident that customers love the product once they try it, they are working on new marketing efforts to educate consumers about Pinole’s many benefits. When it comes to creating a better food system, The Pinole Project believes that a brand’s core focus should be creating sustainable supply chains. You can find The Pinole Project’s lineup of Pinole Chia Oatmeals at https://thepinoleproject.com or on Amazon.

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SOCO

TAHINI

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oCo (Seeds of Collaboration) is a tahini brand that has made it their mission to celebrate the humble but mighty sesame seed through delicious, unique flavors while reaching across borders to build bridges between communities. SoCo leads by example through their partnership between Israelis and Palestinians, bonded by a mutual passion for tahini. At the heart of SoCo’s mission and work is an understanding that increased economic collaboration between the neighboring peoples of Israel and Palestine is a key step that is required in order to set the stage to begin shifting the mindset of millions in the region. To SoCo, a better food system is one that embraces diversity. A better food system promotes a diverse diet including lots of plant based ingredients; diverse manpower promoting minorities to advance themselves, and diverse supply channels that allow fair pricing and make quality food more accessible.

BROMA

ALMOND BUTTER

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roma is a dark chocolate almond spread that packs in protein and fiber to help you achieve a nourished and empowered lifestyle. They are committed to only using thoughtful ingredients that are organic, non-GMO and sustainable. They never use palm oil, dairy, soy, preservatives or refined sugar in their products. “We are focused on elevating the ordinary with wholesome, nutrient-packed ingredients like lentils and almonds.” To Broma, a better food system is one that focuses on transparency and whole ingredients. They believe that a better food system is one that never requires someone to choose between health and flavor to enjoy their favorite foods.

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BEST SPREAD

THE WHOLE BEAN CHICKPEA BUTTER

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andy Horn and Tracy Coombe are co-founders of the start-up food company The Whole Bean, LLC. Randy is a graduate of UC Berkeley with a degree in Industrial Engineering and Operations Research. He earned his Masters in Business Administration from UCLA’s Anderson Graduate School of Management. Previously, he founded the board game company Zobmondo Entertainment, and has presided over it the last 25 years. Tracy is a graduate of the University of Arizona with a degree in Political Science and Business. After a stint working on Capitol Hill in Washington D.C., she launched a more than decade long career in commercial real estate and development before taking a hiatus to raise a family. The Whole Bean’s mission-based business was started by Randy and Tracy out of their commitment to creating delicious, nutritious, plant-based, allergen-free, and planet-friendly snacks. They are parents to three children, two who have life-threatening nut allergies, and who are the inspiration behind the Finally! brand. The Whole Bean owns a line of proprietary equipment to manufacture dry chickpeas into one-of-a-kind, fully cooked, 100% pure chickpea flour. This chickpea flour has a unique roasted taste and functionality which allows it to be utilized in a versatile range of food products. Using their proprietary chickpea flour as the “secret sauce”, the Whole Bean developed a line of chickpea-based snack products branded “Finally!” “The tag line ‘Eat with Reckless Abandon’ is that great stress-free feeling you have when snacking on something that is both tasty but chock full of nutrition,” says Tracy. The shelf-stable chickpea butters come in three delicious flavors:

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Classic, Cocoa and Cookie. They set themselves apart from other alternative nut butters with their great, non-bitter taste, creaminess and ease of use, and their signature chickpea flour. The Whole Bean’s Chickpea Butter is free of the top 14 allergens, including gluten, and is low in sugar and high in fiber, iron, and other nutrients. Nutrition and allergy-friendliness are core to The Whole Bean’s brand, but they also care deeply about sustainability. Because chickpeas use less water to grow than most proteins, including tree nuts, this is also a sustainable alternative for the conscious consumer. Chickpea crops leave nitrogen in the soil, which benefits the planet by reducing greenhouse gases, leaving a low carbon footprint, and benefitting future crops planted in the same soil. This makes chickpeas an

ideal plant for crop rotations. Since launching, the most gratifying feeling for Randy and Tracy has been seeing the surprise on people’s faces when they try something made with chickpeas that tastes really great. As they continue to grow, they hope to grow the line of chickpea butters with more unique flavors and begin to distribute in retail To The Whole Bean, a better food system looks like healthy people and a healthy planet. They want to see more nutrient-dense and sustainably-produced food, reduced food waste, crop rotation to avoid soil degredation, and habitat protection for endagendered animals. You can find The Whole Bean’s chickpea butters on Amazon.

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WILD BARN

COLD BREW

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ild Barn Coffee makes cold brew coffee packed with delicious superfoods like cacao and goji berries. They want to see every kind of face represented outside, and every stage of the process to come at a fair wage. “Our consumer knows that ethical products come at fair prices and they are proud to stand by a company making these decisions.” To Wild Barn, a better food system acknowledges that there are a lot of problems in the coffee industry -- and wants to be part of the solution. “Our fair-trade coffee beans are grown using a forest-friendly farming system, then dried using solar power.” They hope to act as an example for the industry.

SAVORISTA COFFEE

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avorista crafts delicious decaf and half caf coffee. Their variety of caffeine-conscious coffees enables coffee lovers to savor the comfort of coffee anytime, without the impact of too much caffeine. They’re on a mission to fight the "death before decaf " stigma, and instead frame caffeine consciousness as a proud aspiration. “We encourage greater intentionality about caffeine to enable coffee lovers to feel their best.” To Savorista, a better food system consists of many different pieces. “It is a food system where everyone has easy affordable access to healthy, nourishing food, very little food is wasted, agricultural activities contribute to improving the environment and local communities, and everyone in the supply chain, from producers to baristas and servers, is thriving.”

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Section title page BEST COFFEE/TEA

THE FLAVORIST POUR-OVER COFFEE

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ngela Kim was born and raised in Atlanta, Georgia. She has a Bachelors in Architecture and an MBA, both from Georgia Tech. In her twenties, she left the US to build her career in marketing, and has since worked and resided abroad in Europe and Asia for multinational CPG companies. After more than a decade of life abroad, Angela returned stateside during the pandemic to pursue her lifelong dream of starting her own business. She launched The Flavorist Coffee in Dallas, Texas in the summer of 2021. The story behind The Flavorist Coffee is rooted in Founder Angela Kim’s childhood. “My parents immigrated to the US a year before I was born. I grew up watching them struggle every day - with the culture, the language, and supporting

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two girls. But, like most immigrant families, they sacrificed to provide my sister and me the American Dream,” she says. Angela’s parents owned a soul food restaurant in the heart of downtown Atlanta, which is where she spent most of her summers tending the cash register. Throughout the day, she would see her dad sip on diner-grade coffee – the kind that just sits in a big coffee pot all day long. That was the only time he allowed himself to take a break. “It was far from fresh or premium, but those simple moments were the highlight of his day. I would see his whole body relax with every sip and the look of satisfaction spread across his face,” Angela reflects. Every day, her father looked forward to those simple yet shining moments. “Those few minutes of reflection were his to drown in, in whatever way he wanted to. That is my connection with coffee.” For Angela, The Flavorist Coffee is an American Dream: “It’s so much more than just a brand I created. It’s a reminder of where I come from. And it’s an homage to my family and to all the dreamers out there.” The Flavorist Coffee is dedicated to creating personal moments and experiences, and helping you craft how you start and end your day. - those precious moments we take for granted. “We believe it’s never too late to transform your life and make it extraordinary.” The Flavorist Coffee is celebrates the popular single-serve pour over filter design, but set themselves apart from other


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pour over brands through their quality and packaging. They use freshly roasted premium coffee beans with organic flavors in small batches by hand. This ensures taste quality, product integrity, and product consistency. They also have two types of premium packaging. Their main 8-ct product comes in an air-tight tin can that prevents contamination, keeps the product fresh, eliminates the need for a secondary packaging on the individual coffee filters, minimizes waste, and is intended to be refilled. Their 30-ct refill bags have a degassing valve which allows carbon dioxide to be released without letting oxygen or moisture in. The valve and a built-in tin-tie keep the product fresher for longer. “The most rewarding part

of this journey is to hear how my story has had an impact on others. When I receive messages from people about how my story struck a chord with them, or how it has inspired them to consider pursuing their own dreams, it really makes everything worthwhile,” Angela says. As they continue to grow, The Flavorist Coffee is hoping to become more accessible to their consumers through retail expansion. For The Flavorist Coffee, a better food system is one that provides and promotes healthy eating, is available and accessible to everyone, has less negative impact to the environment than the current system, and must be sustainable. The Flavorist Coffee can be purchased at www.theflavoristcoffee.com.

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THANK YOU TO HIGHLIGHT FOR SHOWCASING THE SHELFIES WINNERS!

G'S HARD

GINGER BEER

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’s Hard Ginger Beer is a fermented ginger beverage with the added flavor of foraged and seasonal ingredients, and no added sugar. Their mission is to craft the tastiest, clean and memorable moderate alcohol beverages that combine mindfully sourced real ingredients (with an eye on up-cycling) that boast brilliant aromatics, capture all of your senses and take you to your happy place! G’s believes a better food system shares a deep love for the land and believes that all living creatures, both plant and animal, will better prosper and sustain with less exposure to pesticides and chemicals. A better food system is organic-first.

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WWW.INGOODTASTE.COM

Section title page BEST ALCOHOLIC BEVERAGE

IN GOOD TASTE CASCADE COLLECTION

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o-founders Zach Feinberg and Joe Welch went to high school together, and reconnected as early employees at DoorDash, where they launched new cities and sales teams across the country. They both fell in love with the food and beverage industry while at DoorDash and gained the confidence and skills to start their own business together. In Good Taste was born out of a love for high-speed tech companies, a passion for incredible wines, and a desire to share the highest quality wines from around the world -- along with the stories that make them special. In Good Taste Wines curates world-class wines in mini bottles. They believe the world of quality wine is meant to be explored and understood. “The wine industry has never made things easy for drinkers -- using big words, confusing labels, and strange additives. Most wines you grab on your

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grocery store shelves are mass-produced by one of a handful of alcohol conglomerates,” says Zach. “We’re on a mission to change that - go big by thinking small.” In Good Taste scoured the globe for small-batch wines, but they couldn’t pick just one. Instead, they curate select wines into tasting flights, each featuring 6-8 single-glass servings. No matter where you are in your wine journey, In Good Taste has a collection for you: from the classics of California, to the mountains of Washington, to the traditional styles of Old World Europe, to the wild wines in between. The team hopes to empower you on your wine journey. “We hope you love our wines, but, more than anything,

we hope we inspire in you a love for exploring the wide world of quality wine.” As a young but innovative company, In Good Taste has gone from a B2B-exclusive brand, to a DTC brand with virtual wine tastings that serve corporate clients, to a topshelf ecommerce brand. Understanding how to communicate their brand promise to different audiences as we pivot has been challenging but rewarding. In Good Taste is most excited to expand their offerings and distribution channels by developing an omnichannel strategy, bringing mini wines to customers not just online but in stores as well. Their wines and tasting flights can be purchased at www. ingoodtaste.com.

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FILA MANI

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FILA MANILA

FILIPINO AMERICAN KITCHEN

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ila Manila exists to ignite Filipino flavors and community. They are working to build the premier FIlipino-American food brand and add market representation for the second largest Asian American group while also partnering with AAPI non-profits to support local communities. They are starting our journey with a line of delicious, ready-to-use sauces and condiments inspired by iconic Filipino dishes. To Fila Manila, a better food system eliminates the term 'ethnic cuisine' and instead embraces global flavor experiences to foster a more inclusive, and accurate, depiction of modern-day American cuisine.

Startup CPG - Confidential - Do not copy or distribute PERENNIAL

PECAN

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erennial Pecan manufactures modern, health-focused pecan products in order to eliminate the scarcity of quality within the pecan industry, re-brand the pecan as a health food staple, and attract a new segment of consumers to enjoy America's native nut. They believe that a doctor's recommended serving of nuts should be simple, healthy and delicious. Their signature seasoning combines nutritional yeast with the nutritious pecan for a scrumptiously nutty, cheesy flavor boost to your favorite dishes. “Our line of products were developed out of the necessity to eliminate unnecessary waste from the pecan industry. Our process starts exclusively Startup with premium pecans which are cold-pressed and deconstructed into ingredient form to serve as the basis for consumer-friendly, health-focused, readyto-use products.”

CPG - C

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EATWANDER.COM

Section title page BEST CONDIMENT/SEASONING

WANDER MAGIC UMAMI SPRINKLES

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ounded in her small apartment in Brooklyn, New York, Ada Yarungsee’s pandemic-long adventure to revel in her cooking came to fruition with Wander, where she let her mind roam to the most flavorful prospects possible. Creating everyday potions from mushrooms and other ephemeral ingredients Ada accessed an alchemy that transforms a mid-week meal into a magical dinner. Wander makes seasonings and condiments (from chili oil to maca syrup) for people who love to eat, cook, and host dinner parties. Wander’s mission is to help people discover unique flavors, ingredients, and new ways of cooking to bring a little bit of magic to daily life. Ada hopes that Wander is where you look to find the very best pantry goods and snacks, made with only good for you ingredients.

Wander aims to conjure magic through natural wonders. Always looking to help the mind, body and soul reach its perfect balance of both pleasure and wellness, they concocted Magic Umami Sprinkles, a deliciously flavorful mushroom seasoning that will make your dinner party even more magical than ever before. While Wander is still in their early stages, Ada is already working on other mushroom-based seasonings, specialty pantry goods and functional gourmet snacks to add that extra spark to your everyday kitchen.

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Beyond elevating the flavor profile of your dinner parties, Ada hopes to continue to create an easy way to incorporate mushrooms, adaptogens, and other alternative ingredients into your daily nourishment and lifestyle to elevate your daily performance and quality of life. Thus, she carefully chooses each ingredient in Wander’s products to maximize both flavor and functionality. Each concoction is made to be magically versatile that can be used as a cooking seasoning or a condiment. The Magic Umami sprinkles are made with superfood ingredients like nutritional yeast, shiitake mushroom, turmeric, cordyceps and reishi mushroom. For Ada, the greatest challenge in working on Wander has been using the highest quality ingredients while keeping the product affordable and accessible. “The most rewarding part of starting Wander is the ability to share better health with everyone,” she says. To Ada, a better food system is one in which more companies choose to source better-for-you ingredients and not just the cheapest options. Wander will be rebranding, so definitely watch out for something new and magical! Check out their product and stay updated on eatwander.com.

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JIBBY

CBD COFFEE

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ibby Coffee is a CBD cold brew coffee dedicated to sustainable, transparent sourcing. Their coffee is sourced from independent farms in Colombia where farmers are paid at a premium, and their American-grown hemp is sustainably farmed in Colorado. They’ve partnered with 1% for the Planet to pledge 1% of every dollar earned to provide water to communities in need. Jibby believes that a better food system is one that is consistently transparent, celebrates functional ingredients, and thinks critically about sourcing sustainably and paying fair wages.

PRICKLEE

CACTUS WATER

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ricklee is on a mission to build a sustainable plant-based category around one of the most sustainable ingredients of all time, the cactus. Inspired by a traditional family recipe from Lebanon, their Cactus Water uses premium, sustainably-sourced prickly pear cactus fruit, which are packed with antioxidants + electrolytes. Pricklee believes a better food system leans deeply into sustainable, plant-based options representing a greater share of consumer diets. It's one where food and consumer goods are not only ethically and sustainably sourced, but where packaging, supply chain, and human capital considerations are also made with the highest of intentions. And, importantly, a system that leverages deep integrations, collaboration, and innovation across CPG, agriculture, and technology.

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WWW.PRATTSTANDARD.COM

Section title page BEST BEVERAGE INNOVATION

PRATT STANDARD KOLA COCKTAIL SYRUP

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ounder Tory Pratt’s parents instilled a sharp palate and passion for entertaining at a young age; so it’s no wonder that when she was old enough to drink, she couldn’t find any cocktail ingredients that were worthy of mixing with good booze. “Everyone deserves access to premium drinks,” she thought, “and you shouldn’t have to go to a fancy bar to get one.” In 2014 she set out to create the best tasting Tonic Syrup in the truest pre-Prohibition style, and 47 iterations later, Pratt Standard was born. Her syrups are versatile and classic, and are perfect for home bartenders looking to up their game. Tory still develops every single recipe herself, and is on a mission to equip and inspire drinkers of all kinds to share in the joy of cocktailing. Pratt Standard was founded out of a desire for more. More flavor, more pronounceable ingredients, more joy. We sought to create the tastiest cocktail ingredients out there, because we’re passionate about great tasting drinks and the connections they create. They believe everyone deserves a high quality drink, and that you shouldn’t have to go to a fancy bar to get one. They strive to equip and inspire drinkers of all kinds to share in the joy of cocktailing. Since 2014, Pratt Standard has been making pre-Prohibition-style cocktail syrups with authenticity and flavor. Their name is a testament to the quality and care that goes into every single bottle; each syrup is thoughtfully developed by Tory Pratt founder and hand-crafted by a small team. Their Kola syrup is a unique product within the cocktail syrup category, mostly because it’s made

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authentically the way Kola was made pre-1900 (minus the cocaine...). Kola used to taste in-between root beer and coke, which is what their syrup brings. What modern Kola has replaced with cheap fillers -- like high fructose corn syrup, flavorings, and caramel coloring -- are real ingredients like kola nut, ginger, cassia, and demerara sugar that we incorporate into our syrup. The other benefit of their Kola syrup is that it will never go flat, and offers a more environmentally conscious way to consume when paired with a sodastream or other soda maker. “Until the pandemic, we had a core group of customers who bought into the idea of cocktailing at home and it was hard to explain to a non-cook the idea of making a drink at your own home bar,” says founder Tory Pratt. “Suddenly, basically overnight due to pandemic lockdowns, the value of making cocktails at home was apparent to everyone.” While this shift in consumer mindset propelled Pratt Standard, Tory admits that “it’s a challenge that the thing that clarified our value proposition to consumers broadly was also a pandemic that’s still affecting our lives today.” For Tory, the most rewarding part of running Pratt Standard has been seeing how customers get creative with their products and make up their own cocktails. “All the hard work is worth it for that.” Right now, they are dedicating hard work towards “a super duper secret new syrup” for more customers to love. They are also working on providing a free cocktail education to live on their website and social media that will encourage anyone become a confident home bartender. When it comes to a better food system, Tory believes that think if we let flavor guide us, we can naturally produce a better food system based on consumer demand. “A better food system to me centers on real ingredients and awareness of where our food comes from. I deeply believe that flavor follows good production practices and sustainable sourcing, and so if something tastes good, it’s likely made of real, non-synthetic ingredients, by people who are paid enough to take the time to make that ingredient well.” Pratt Standard believes that pushing the limits on flavor quality, instead of dumbing down ingredients to make margins work, will result in greater demand for higher quality and continue that cycle. Pratt Standard cocktail syrups can be purchased in many stores across the US, on Amazon, and on our website: www.prattstandard.com.

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NOOPS

OATMILK PUDDING

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VEGAN CHOCOLATE

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warf Stars is a vegan chocolate company that believes in a world where everyone can share chocolate -- regardless of dietary restrictions. To Dwarf Stars, a better food system is one which cares more about what a product has to offer on the inside than how it appears on the outside. It is one that ethically sources all ingredients and goes above and beyond “Fairtrade” to support the communities and businesses involved in sourcing.

oops is an oat milk pudding designed to satisfy your sweet tooth with only nutritious, planet-friendly, plant-based foods. Noops’ mission is to make healthier alternatives with more taste and flavor. They believe that nutrition should be a right, not a privilege. They partner with organizations that share their mission and values like the Whole Kids Foundation, Fight2Feed, the Food Corps, Wellfare and We Don't Waste that share our mission and values and donating $25k worth of product and dollars through 2021. “In 2022, our hope is to build a long-term partnership with one of these organizations to help make a bigger impact through joint awareness-driving and fundraising activations.” “A better food system is one in which nutritious foods become a right, not a privilege. Regardless of income or life circumstance, people should have access to and understand the power of clean nutrition on their overall health and wellbeing. It is a world where food donations are measured in nutrients and quality vs. pounds. It is a world where broccoli is more affordable than McDonalds. At noops, we're committed to building a healthier future together with food that is insanely delicious and accessible to everyone.”

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WWW.JANIEBAKES.COM

BEST DESSERT

JANIE’S LIFE-CHANGING BAKED GOODS PECAN PIE CRUST COOKIES

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ince 2015, Janie’s has been changing lives with baked goods. Baking holds a special place in Janie Deegan’s heart as it gave her hope, strength and inspiration after she struggled with addiction and homelessness as a young adult. Janie’s is dedicated to helping other young women through mentorship and second chance employment. In March 2020, Janie competed in and won Chopped Sweets.

Janie’s Life-Changing Baked Goods was founded in 2015 after Janie Deegan spent years struggling with addiction and homelessness in her early 20s. It was born out of an act of self-care, baking, as Janie was reconstructing her life and trying to stay sober. With years of gaps on her resume and no work experience, Janie had no idea what sort of career she wanted. While working as a building super in NYC, Janie began to bake again. At a time when Janie had no self-love, seeing the looks on people’s faces when they devoured her treats filled her with a pride she had never before felt. In 2015, she challenged herself to see if she could sell just one pie. Instead, she sold dozens – and quickly realized she had something special on her hands. Armed with her mixer and a newfound motivation, she began to experiment in the kitchen. Inspired by a quest to get the perfectly proportioned bite of pie, she invented a cookie where each bite promises the perfect balance. Each bite delivers a flaky

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crust, a heavenly layer of filling and buttery caramelized streusel. These cookies received so much positive feedback, and quickly spanned beyond her friends and family to reach the NYC community. Janie knew then that she had found her career. She aptly named her business Janie’s Life-Changing Baked Goods, to reflect both her own journey with baking, as well as the experience someone has upon tasting her treats. In an effort to continue to change lives through her work, Janie goes above and beyond in giving back to her community through mentorship and second chance employment. “Growing this business has given me immeasurable courage and strength and has helped me face my fears. When I am not doing something I ask myself ‘Am I not doing this because it scares me?’ And if the answer is yes, then I make myself do it anyway,” says Janie. “By asking myself this question I have done so many amazing things. I am so grateful

that this business and sharing my story has given me the ability to show up everyday being 100% my authentic self, and be accepted and loved for that.” During the pandemic, Janie’s Life-Changing Baked Goods saw a 11,000% increase in e-commerce orders as consumers went above and beyond to support small businesses. This pivot to e-commerce was challenging for Janie’s small team, but she is thrilled to report that they have met the demand. The team is currently working on increasing customer awareness of their product and business through their brick and mortar, which opened in August 2021 in New York City. They are also working on setting up national distribution for their Pie Crust Cookies in 2022. You can find Janie’s Life-Changing Baked Goods on Fresh Direct and at 25 Whole Foods Markets, as well as on their website.

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M.A.D. FOODS PLANTBASED BUTTER

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.A.D. Foods / Butter Craft Provisions’s mission is to build and enhance human connections, beginning by gathering families and friends together for daily meals. “So much sharing and learning happens in distracted discussion – encouraged by chin-dripping sauces and finger-licking bites. As a multi-cultural family, we celebrate our likenesses as well as our differences.” Butter Craft Provisions sets the table with new ways to pump excitement into on-repeat menus, with delicious plant-based butters richly flavored to add a special something. Butter Craft Provisions believes a better food system eliminates the heavily profit-driven structure of supermarket chains, specifically marketing fees -- the barriers that restrict shelf access to innovative foods produced by small businesses. They hope for a wholesome grocery model that does away with layers of waste, in both corporate structure and planet-healthy sustainability.

GROUNDED

FOODS

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rounded makes dairy free cheeses that taste genuinely delicious using the magic of fermentation, cauliflower and hemp. Hemp is incredibly dense in nutritional value, and requires minimal land and water resources to grow,making it a far more sustainable option than both dairy and nut-based cheese alternatives. Their cauliflower is imperfect, meaning it's the stems, leaves and bruised heads of veg that can't be sold in grocery stores. “We exist to make plant based cheese more appealing, affordable and accessible to a widespread audience than it's ever been before,” says founder Veronica Fil. To Grounded, a better food system is one where “consumers understand where their food comes from, how it's made, and how to leverage the benefits of natural ingredients -- that come from the ground -- to their full potential.”

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WWW.FIELDANDFARMER.COM

Section title page BEST DAIRY ALTERNATIVE

FIELD + FARMER VEGAN QUESO

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StartupCPG - Confidential - Do not copy or distribute

ate Laurell has been an entrepreneur for 20+ years in technology, finance, renewable energy, and food. He co-founded Amp Americas, a developer of renewable-energy projects; the Fresh Factory, a platform to accelerate the growth of clean-label, plant-based food and beverage brands; and Field + Farmer, a small food brand that creates delicious plant-based, allergen-free dips, dressings, and cold-pressed juices using real ingredients from small farms. In his spare time, Nate serves as a board member at Acumen, a non-profit impact-investment fund that invests in social enterprises that serve low-income communities throughout the world, and spends time at his farm in Wisconsin where he has partnered with Alive Rescue to

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build a large dog rescue in a repurposed barn (scheduled to open spring 2022). Vegan for 13 years and realizing that our food system was being disrupted by smaller, purpose-driven food brands, Founder Nate Laurell saw an opportunity to deliver fresh, plant-based food options that are price-accessible to the everyday consumer. Field + Farmer was initially an indoor urban farm (FarmedHere), growing fresh produce for local stores and restaurants. In 2016, they made the tough decision to shut down FarmedHere. “We wholeheartedly believed in our mission — to provide fresh produce to our community — but it simply wasn’t a sustainable business model at the time (the technology is much more affordable now),” says Nate. Still firm believers in their mission, they pivoted to deliver fresh plants and produce through products. They ultimately became Field + Farmer with the same mission: delivering fresh, plant-based foods — but now in the form of the refrigerated dressings, dips, and cold-pressed juices. Field + Farmer believes that the best flavors come from real ingredients grown on farms you can trust. From their


WWW.FIELDANDFARMER.COM

beginnings as urban farmers, they grew their own produce and herbs to develop clean-label, plantbased products that consumers loved without ever sacrificing taste. “Our mission is to unleash the unbelievable power of plants. We are here to share with the world that big flavor can come from plants, and we do this by using plants to create crave-worthy favorites for everyone.” Their products are made with ingredients you can find in your own kitchen, they are plant-based, and free from the top-8 allergens. Field + Farmer is proud that their products truly stand up to mainstream, conventional products and continue to surprise and delight their customers. They are currently in growth mode and are thrilled to expand their reach through digital, social and retail media. As they expand their offerings, Field + Farmer continues to search for farmers who share their philosophy that “with a little extra care, we can

create better food with tastier flavors.” Every Field + Farmer product is packed with produce sourced from farmers they know and trust, and they regularly donate to organizations that support small farmers. To Field + Farmer, a better food system is one that is sustainable, equitable, and transparent. To them, “sustainable” means 100% plant-based, running a zero-food-waste facility, using produce “seconds” as ingredients, and supporting and investing in small farmers. “Equitable” means physical and financial accessibility to healthy eating, and “transparent” means that consumers can trust brands wholeheartedly. Field + Farmer products can be purchased at Whole Foods and Sprouts nationally, Jewel-Osco (Albertson’s Greater Chicago banner), Mariano’s (Kroger Illinois banner), Fresh Thyme, Food City, Redner’s, Eataly, select Walmarts (in the Central + Mid-Atlantic), and from their website, www. fieldandfarmer.com.

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