In this episode of the Startup CPG Podcast, Grace Kennedy chats with Lindsay Hancock, founder of My Better Batch, about her journey from a corporate career in CPG to launching her own brand of premium cookie mixes. Lindsay shares her experience creating a product that fills a gap in the baking aisle, offering a clean, homemade flavor with simple ingredients. She delves into the challenges and strategies of working with co-manufacturers, preparing for scale, and standing out in a competitive market. Lindsay also reflects on the hurdles of launching during formal category review cycles, the importance of building strong relationships with retailers, and leveraging key differentiators like non-GMO certification and woman-owned business status to appeal to buyers. She offers valuable advice for emerging brands on navigating the retail landscape, working with brokers, and crafting a compelling brand story. Tune in to hear Lindsay's insights on operational readiness, creating eye-catching packaging, and building momentum for My Better Batch as it prepares to expand into national retailers. Don’t miss this inspiring conversation about resilience, creativity, and the reality of building a CPG brand from scratch! Listen in as they share about: Inspiration for My Better BatchProduct DevelopmentFinding the Right Manufacturing PartnerPackaging and BrandingSales and Retail StrategyOperational Preparations for ScalingMarketing and Social MediaAdvice for Emerging Brands Episode Links: Website:  https://mybetterbatch.com/  LinkedIn: https://www.linkedin.com/in/lindsayhancock/  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 @startupcpgVisit host Daniel's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics