WhatsUp CPG
New — and fast becoming a favourite among CPG founders.
One question every episode: what’s working for you right now, and what did it take to get there. Conversations with founders who have already shipped, and the mechanism behind the answer.
Backed by
Two partners in.
One slot open.
Powered byAgentworksAI that gets CPG brands onto retail shelves. Scout finds the accounts that fit you, writes the pitch and books the meetings.getagentworks.com →
Media partnerMaachis ProductionsProduct visuals, social media and marketing campaigns for brands that need to look as good on a screen as on a shelf.@wearemaachis →Your brand hereSponsor an episodeEveryone in this chair is a founder at a CPG brand that has already shipped. If you sell to them, this is the room.See how it works →
The host
Who is Vandit Sharma?
On paper, my career makes no sense. I spent years in cybersecurity. Then I made a podcast about whether God exists — it got to 100,000 subscribers and 33 million views. Now I build AI that helps people get drinks onto shelves at Whole Foods, and I interview the founders who make them.
There is a thread. Give me a second.
What founders say
Every answer, sorted by
the problem it solves
Each topic collects what every guest has said about it, so you can read them side by side instead of watching every episode end to end.
On getting into retail
“I would go into my local grocery stores or liquor stores and pretty much just pitch my product… we had so many places say yes, we had some places say no.”
Isabella Hoag, A.J. Calvin
Read the answers →2 founders · 2 answersOn convenience and on-premise
“In the beginning we were selling to a lot of liquor stores, and obviously liquor stores are trying to sell liquor. And so then it's kind of showcasing why they need to improve their NA set.”
Isabella Hoag, A.J. Calvin
Read the answers →1 founder · 2 answersOn pricing and margin
“in the beginning we were selling our a single can wholesale for six dollars, and now we're selling retail for four ninety nine. So you can just imagine the trial and error it took.”
Isabella Hoag
Read the answers →I didn’t add one very specific section, distributed by OSIA… we couldn’t get it into distributors.
Newsletter
The short version,
in your inbox
One email when an episode goes live — the answer the founder actually gave, and the part worth stealing. No roundups, no “5 trends in CPG.”
The clips
