In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Gabriella Labi and Tonya Reznikovich, co-founders of Gato Dates—dark chocolate covered, nut butter stuffed Medjool dates in four decadent flavors: pistachio butter, cashew butter and walnut, almond butter, and peanut butter.
Gabriella shares how years of working with functional medicine doctors, studying nutrition, and hosting Friday night Shabbat dinners led her to create a treat she could eat every day without guilt—one that just happened to blow every guest's mind. Tonya shares how one bite at that dinner table sent her straight to the freezer for seconds and eventually to writing a full business plan email.
Together, they built Gato Dates from a home kitchen staple into a brand with celebrity fans, a loyal DTC following, and major retail accounts on the horizon—all while staying true to the premium, giftable identity that sets them apart in a crowded snack landscape.
Caitlin and Gabriella and Tonya dig into why quality ingredients are non-negotiable, how five months of LA farmers markets became their proof-of-concept lab, and why organic celebrity discovery (think: LeAnn Rimes sharing with Kristin Cavallari) beats any influencer gifting strategy. They also cover the logistics of co-packing whole Medjool dates, the case for local delivery as a farmers market transition, and what it really looks like to go full-time on a food brand in year two.
Listen in as they cover:
- How a Shabbat dinner dessert became the foundation of a luxury confection brand
- Why Medjool dates are the perfect vessel—and why size really does matter
- The farmers market strategy that generated $1,500 on day one and proved the concept
- How LeAnn Rimes, Kristin Cavallari, and Addison Rae found Gato Dates completely organically
- The giftable format strategy that's turning customers into brand ambassadors
- Their retail expansion playbook: knocking on doors, building buyer relationships, and landing major grocery accounts
- What being invited into a giveaway with Fishwife, Poppy, and Loops Beauty meant to them
- The upcoming healthy Nutella spread and what's next for the brand
- Why year two is the hardest—and what separates brands that survive from those that don't
Whether you're a founder figuring out how to scale a premium food product, a buyer looking for the next breakout confection brand, or a date obsessive who just needs to know where to get your next fix, this episode is for you.
Episode Links:
Gato Dates Website: https://gatodates.com
Gabriella Labi on LinkedIn: https://www.linkedin.com/in/gabriella-labi-25a3079b/
Tonya Reznikovich on LinkedIn: https://www.linkedin.com/in/tonya-reznikovich/
Gato Dates on LinkedIn: https://www.linkedin.com/company/gato-dates/
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!)
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- Visit host Caitlin's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics
