In this episode of the Startup CPG Podcast, host Daniel Scharff sits down with two founders who have attended and sampled at some of the most Startup CPG Grocery Run events: Dan Choi, founder of NA Beverage Company, and Stephanie McGregor, founder of Ringa. Together, they share what Grocery Runs are actually like from a brand perspective, how they decide which ones to attend, and what founders should do before, during, and after the event to make the most of the opportunity.
Dan’s brand, NA Beverage Company, is on a mission to redefine the way people drink, connect, and celebrate through functional sparkling teas for social moments. Stephanie’s brand, Ringa, creates consciously crafted, functional, plant-powered products inspired by moringa, one of the most nutrient-dense plants in the world. Both founders have used Grocery Runs as a way to meet buyers, build relationships, learn regional markets, strengthen distributor conversations, and create real momentum for their brands.
Daniel, Dan, and Stephanie get into all of it — what a Grocery Run is, how the format works, why showing up matters even if you are not selected to sample, and how these events can help founders build relationships with retailers, distributors, fellow entrepreneurs, and regional partners. They also discuss how to think strategically about which events to attend, how to prepare your samples and sales materials, and why Grocery Runs are not just about immediate authorizations but about playing the long game in a relationship-driven industry.
Listen in as they cover:
● What a Startup CPG Grocery Run is and how the event format works
● The difference between retailer-specific, regional, and distributor-focused Grocery Runs
● Why Grocery Runs can feel like mini trade shows with a lower barrier to entry
● How brands can use Grocery Runs to meet buyers, distributors, category managers, and regional partners
● Why showing up in person can create opportunities that cold emails and LinkedIn messages cannot
● How Dan used Grocery Runs to build momentum with Fresh Thyme, Hawaii retailers, NorCal accounts, and UNFI
● How Stephanie thinks about Grocery Runs as a self-funded founder with limited resources
● Why founders should match each Grocery Run to their regional, distribution, and retail strategy
● How to make the most of a trip by visiting stores, doing demos, dropping samples, and learning the local market
● Why getting selected to sample is valuable — but attending with samples can still create opportunity
● What founders should bring to a Grocery Run, including samples, sell sheets, brand swag, and clear pricing
● Why this industry is driven by relationships with retailers, distributors, accounts, and fellow founders
● Why a “yes” from a buyer is only valuable if you are ready for the next step
● How Startup CPG designs Grocery Runs to help brands get time with relevant buyers in the most accessible way possible
Whether you are planning to apply to sample at your first Grocery Run, thinking about attending as a general admission brand, or trying to understand how in-person events can fit into your retail strategy, this episode is a practical guide to showing up prepared, building relationships, and making every buyer interaction count.
Episode Links:
NA Beverage Company: www.thenabeveragecompany.com
Dan Choi on LinkedIn: https://www.linkedin.com/in/danychoi
Ringa: www.drinkringa.com
Stephanie McGregor on LinkedIn: https://www.linkedin.com/in/stephanieleemcgregor/
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
- Questions or comments about the episode? Email podcast@startupcpg.com
- Episode music by Super Fantastics
