Foodpreneur with Chelsea Ford
Imagine a consumer packaged goods (CPG) industry where both small and large players coexist on a level playing field, consumers have choice, there’s integrity in what they’re buying and they experience innovative, sustainable products.
In this weekly podcast, hosted by founder, award-winning coach, consultant & small business advocate, Chelsea Ford, you'll hear interviews with incredible founders and hard-to-reach industry specialists as well as practical and actionable content that directly supports your CPG business to grow, become more profitable and thrive.
Learn more at www.chelseaford.com .
Foodpreneur with Chelsea Ford
#110 Raising Funds For Your CPG Business.
What happens when you’re not from the consumer packaged goods (CPG) industry, you’ve managed to bag $1M dollars in investment (I know right!) and you want to scale a big food business? You move to the other side of the world and participate in an accelerator program, lean heavily into everything you can learn and source as many contacts you can to grow your business fast and go on to land 200 retailers in just 12 months.
That’s what happened to Veronica Fil, former CEO of Grounded Foods Co. and her partner and Creative Director, Shaun Quade.
In 2020 they landed in New York City with their world’s first plant-based cheese that Shaun had created from hemp by isolating hemp protein. For the next four years, with Veronica leading their business to phenomenal success, she pitched to 100’s (and we mean 100’s) of more potential investors and they did land more millions of dollars in investment.
In this episode of Foodpreneur with Chelsea Ford, you’ll hear Veronica talk about all those investor pitches. She also speaks about managing the two highest costs; manufacturing and logistics and she highlights the struggles many brand owners face when surprised with all the other costs associated with retailing many don’t know about, like slotting fees and trade spend.
Listen to find out:
🧀 What Veronica did when their company was growing 20% month on month.
🧀 What it was like pitching to 100’s and 100’s of investors.
🧀 How Grounded Foods was a cool lifestyle brand by design and how that was achieved.
🧀 Veronica’s #1 piece of advice for CPG brand owners wanting real scale. You'll be surprised.
LINKS & RESOURCES:
- Your Free Pitch Plan
- Become A Foodpreneurs Festival Insider
- Register for Naturally Good Exp
- Say My Name Agency
Season 15
Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.
The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.
You can't miss these events. Here’s why:
- Thousands of stockists looking for new products for their shelves.
- A chance to pitch for funding + mentorship to scale your brand.
- Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
- A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
- Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
- If you’re an Industry Specialist, tap into a highly engaged, niche audience.
- And much, much more.
The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.
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