Founder Feature: Houston Buehrle of Little Zing

Founder Feature: Houston Buehrle of Little Zing

Author: Startup CPG January 2, 2026 Duration: 26:11
The Startup CPG Podcast
BusinessEntrepreneurship

In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Houston Buehrle, founder of Little Zing, a premium mustard brand rooted in a century-old Danish family recipe. Houston shares how he transformed his great-grandmother’s handcrafted condiment into a fast-emerging brand in the CPG space, known for its clean ingredients, distinctive flavor, and standout branding.


Throughout the conversation, Houston discusses his commitment to ingredient integrity, his approach to product innovation, and the importance of authentic storytelling in building consumer trust. He also reflects on lessons learned from his previous venture, Bindle Bottle, and how resilience and creativity guided him toward launching Little Zing.


Listeners will gain insights into grassroots brand building, the value of community-driven growth through farmers markets, and how platforms like TikTok Live are reshaping direct-to-consumer engagement. Houston also offers a preview of Little Zing’s upcoming garlic miso flavor, designed to expand the brand’s reach while staying true to its original ethos.


Tune in to learn how Houston Buehrle turned a family legacy into a modern, purpose-driven brand.


Listen in as they share about:

  • The Origin of Little Zing
  • Product Development
  • Branding, Packaging & Differentiation
  • Retail Strategy & Market Growth
  • The CPG and Condiment Landscape
  • Sampling & Collaborations
  • Marketing & TikTok Live Strategy
  • Collaborations & Future Vision


Episode Links:

Website: https://littlezing.com/
LinkedIn: https://www.linkedin.com/in/houston-max-buehrle-40043a36/ 


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 (20K+ members and growing!)
  • Follow @startupcpg
  • Visit host Caitlin's Linkedin 
  • Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
  • Episode music by Super Fantastics



Behind every product on a store shelf, there's a story of risk, innovation, and relentless hustle. The Startup CPG Podcast, brought to you by the community at Startup CPG, digs into those stories where theory meets the messy reality of building a brand. You'll hear founders recount the pivotal moments that nearly broke their company and the breakthroughs that saved it, moving beyond polished success tales. Conversations often turn to the buyer's perspective, offering a rare look at what actually gets a product onto retail floors. The focus is relentlessly practical, dissecting supply chain snags, packaging dilemmas, and marketing strategies that cut through the noise. This podcast operates like a field manual for the trenches of consumer packaged goods, built on the belief that shared knowledge is the best advantage. Tune in for candid exchanges that feel more like a mastermind session than a broadcast, all aimed at demystifying the path to shelf space and sustainable growth.
Author: Language: English Episodes: 100

Official website RSS
instagramyoutubelinkedinspotify
The Startup CPG Podcast
Podcast Episodes
#232 - 2026 Brand Resolutions [not-audio_url] [/not-audio_url]

Duration: 35:17
In this special New Year's episode of the Startup CPG Podcast, host Daniel Scharff invites three founders from the Startup CPG community to share their 2026 brand resolutions—offering practical wisdom on focus, authentic…
Investor Spotlight: Trevor Rechnitz, Vanterra Ventures [not-audio_url] [/not-audio_url]

Duration: 37:29
In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Trevor Rechnitz, Principal at Vanterra Ventures, to explore the realities of fundraising—not just what looks good on paper, but what truly ma…
Founder Feature: Taylor Espinoza of Unicorn Bites [not-audio_url] [/not-audio_url]

Duration: 25:20
In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Taylor Espinoza, founder of Unicorn Bites, a fast-emerging better-for-you snack brand known for its 100% date-sweetened, allergen-free mini cookies.Tay…
#231 - Tools I Actually Use to Save Time [not-audio_url] [/not-audio_url]

Duration: 15:45
In this solo episode of the Startup CPG Podcast, founder and CEO Daniel Scharff shares the tools he actually uses every day to save time and run his business more efficiently in 2026. None of these are sponsors or partne…
Investor Spotlight: Brian Bustamante-Nicholson, Greycroft [not-audio_url] [/not-audio_url]

Duration: 40:08
In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Brian Bustamante-Nicholson, a partner at Greycroft in the consumer brands vertical, to explore what growth-stage investors actually look for…
Founder Feature: Alan Scholnick of Datefix [not-audio_url] [/not-audio_url]

Duration: 27:58
In this episode of the Startup CPG Podcast, Caitlin Bricker welcomes Alan Scholnick, founder and CEO of Datefix, for a thoughtful conversation on innovation, wellness, and entrepreneurship in the food industry. Alan shar…
Investor Spotlight: Family Fund with Josh Wand and Sean Kelly [not-audio_url] [/not-audio_url]

Duration: 48:18
In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Josh Wand and Sean Kelly, General Partners at the Family Fund, to explore what founders actually need to understand when navigating fundraisi…

«12345678910»