Food Business News - February 2, 2021 - 22

FOOD ENTREPRENEUR®

A decade of

scaling startups
The SKU accelerator
program mentors
early-stage consumer
product brands

E

pic Provisions, Siete Family Foods
and Peatos are among the more than
70 companies that have participated
in SKU, an Austin, Texas-based accelerator
program for consumer product startups.
Participating brands receive funding
in exchange for equity and mentorship
from dozens of entrepreneurs, industry
experts, executives and investors. The 12to 14-week program includes a curriculum
covering such topics as product development, marketing and branding, legal,
finance and accounting, fundraising and
operations.
Each startup is assigned a team of
five or six mentors with varied expertise to
advise the founders. Mentors pay a membership fee to join and receive a portion of
equity from each company in the track. That
buy-in fosters a deeper engagement among
the mentors, said Shari Wynne Ressler,
co-founder of the program.
" There's a passion and sincerity and
commitment that a lot of accelerators
don't experience, " she said. " A lot of our
mentors end up going forward and staying
in touch with the companies for years. "
22

Food Business News

Launched in 2011, SKU claims to be
the first of its kind to focus on consumer
packaged goods. Ms. Ressler, an entrepreneurial attorney, drew inspiration from the
technology sector to develop a program
that supported the local budding packaged
food industry. She presented the concept
to Clayton Christopher, an investor who
previously co-founded Deep Eddy Vodka,
Sweet Leaf Tea and Rhythm Superfoods.
" I said, 'I love the idea and will help
you build it,' " Mr. Christopher said. " It's
needed. It's not out there. There's a gajillion
passionate entrepreneurs out there with
great ideas. They just don't have the 10,000
hours yet, and the best way to accelerate
those 10,000 hours is with mentorship. "
The expertise shared by mentors last
spring helped Ladybird Provisions founder Sarah Rioux navigate new challenges
spurred by the pandemic. Sales of her
brand's chilled functional coffee supplements had declined in grocery stores as
the virus ravaged the globe.
" COVID-19 was tough on us like it was
for so many, " Ms. Rioux said. " Because
we have a refrigerated product, we had
never focused on e-commerce... But then
in 2020, we realized the importance of
having an online presence. "
She and co-founder Nicole Pinedo
quickly developed a direct-to-consumer
sales strategy and launched shelf-stable
collagen coffee creamers to sell online.

" SKU was that perfect opportunity to
learn from people who had been there and
done it and knowing that after the program ended, I still had those connections, "
Ms. Rioux said.
Brian White, founder of PickleSmash,
meets regularly with his team of mentors,
who during the program two years ago
advised his business on branding and
marketing. The core product offering is a
pickle-salsa mashup.
" We actually started off as White's
Pickle Salsa and had a very basic label, "
Mr. White said. " Throughout that SKU
process we emerged as PickleSmash with
all new branding, a very sound business
plan and different channel strategy. "
During the program, mentors helped
Mr. White examine the product formulation, said Jeff Pinsker, an entrepreneur in
the toys and games industry and a mentor
to PickleSmash.
" We spent a ton of time working on
flavor profile, " Mr. Pinsker said. " But we
also spent time on what shape the jar
should be and where it should be merchandised in the store. Is this a salsa? Is
it a relish? Should it be in the pickle aisle? "
The experience led PickleSmash to
a successful first fundraising round, a
co-packing partnership and expanded
retail distribution. The company quadrupled sales the following year.
" The real thesis behind it that still
February 2, 2021



Food Business News - February 2, 2021

Table of Contents for the Digital Edition of Food Business News - February 2, 2021

Food Business News - February 2, 2021 - 1
Food Business News - February 2, 2021 - 1
Food Business News - February 2, 2021 - 2
Food Business News - February 2, 2021 - 3
Food Business News - February 2, 2021 - 4
Food Business News - February 2, 2021 - 5
Food Business News - February 2, 2021 - 6
Food Business News - February 2, 2021 - 7
Food Business News - February 2, 2021 - 8
Food Business News - February 2, 2021 - 9
Food Business News - February 2, 2021 - 10
Food Business News - February 2, 2021 - 11
Food Business News - February 2, 2021 - 12
Food Business News - February 2, 2021 - 13
Food Business News - February 2, 2021 - 14
Food Business News - February 2, 2021 - 15
Food Business News - February 2, 2021 - 16
Food Business News - February 2, 2021 - 17
Food Business News - February 2, 2021 - 18
Food Business News - February 2, 2021 - 19
Food Business News - February 2, 2021 - 20
Food Business News - February 2, 2021 - 21
Food Business News - February 2, 2021 - 22
Food Business News - February 2, 2021 - 23
Food Business News - February 2, 2021 - 24
Food Business News - February 2, 2021 - 25
Food Business News - February 2, 2021 - 26
Food Business News - February 2, 2021 - 27
Food Business News - February 2, 2021 - 28
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Food Business News - February 2, 2021 - 55
Food Business News - February 2, 2021 - 56
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http://digital.foodbusinessnews.net/sosland/fbn/2011_02_01
http://digital.foodbusinessnews.net/sosland/fbn/2011_01_18
http://digital.foodbusinessnews.net/sosland/fbn/2011_01_04
http://digital.foodbusinessnews.net/sosland/fbn/2010_12_21
http://digital.foodbusinessnews.net/sosland/fbn/2010_12_07
http://digital.foodbusinessnews.net/sosland/fbn/2010_11_23
http://digital.foodbusinessnews.net/sosland/fbn/2010_11_09
http://digital.foodbusinessnews.net/sosland/fbn/2010_10_26
http://digital.foodbusinessnews.net/sosland/fbn/2010_10_12
http://digital.foodbusinessnews.net/sosland/fbn/2010_09_28
http://digital.foodbusinessnews.net/sosland/fbn/2010_09_14
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_31
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_17
http://digital.foodbusinessnews.net/sosland/fbn/2010_08_03
http://digital.foodbusinessnews.net/sosland/fbn/2010_07_20
http://digital.foodbusinessnews.net/sosland/fbn/2010_07_06
http://digital.foodbusinessnews.net/sosland/fbn/2010_06_22
http://digital.foodbusinessnews.net/sosland/fbn/2010_06_08
http://digital.foodbusinessnews.net/sosland/fbn/2010_05_25
http://digital.foodbusinessnews.net/sosland/fbn/2010_05_11
http://digital.foodbusinessnews.net/sosland/fbn/2010_04_27
http://digital.foodbusinessnews.net/sosland/fbn/2010_04_13
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_30
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_16
http://digital.foodbusinessnews.net/sosland/fbn/2010_03_02
http://digital.foodbusinessnews.net/sosland/fbn/2010_02_16
http://digital.foodbusinessnews.net/sosland/fbn/2010_02_02
http://digital.foodbusinessnews.net/sosland/fbn/2010_01_19
http://digital.foodbusinessnews.net/sosland/fbn/2010_01_05
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_22
http://digital.foodbusinessnews.net/sosland/fbn/2009_12_08
http://digital.foodbusinessnews.net/sosland/fbn/2009_11_24
http://digital.foodbusinessnews.net/sosland/fbn/2009_11_10
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_27
http://digital.foodbusinessnews.net/sosland/fbn/2009_10_13
http://digital.foodbusinessnews.net/sosland/fbn/2009_09_29
http://digital.foodbusinessnews.net/sosland/fbn/2009_09_15
http://digital.foodbusinessnews.net/sosland/fbn/2009_08_18
http://digital.foodbusinessnews.net/sosland/fbn/2009_08_04
http://digital.foodbusinessnews.net/sosland/fbn/2009_07_21
http://digital.foodbusinessnews.net/sosland/fbn/2009_07_07
http://digital.foodbusinessnews.net/sosland/fbn/2009_06_23
http://digital.foodbusinessnews.net/sosland/fbn/2009_06_09
http://digital.foodbusinessnews.net/sosland/fbn/2009_05_26
http://digital.foodbusinessnews.net/sosland/fbn/2009_05_12
http://digital.foodbusinessnews.net/sosland/fbn/2009_04_28
http://digital.foodbusinessnews.net/sosland/fbn/2009_04_14
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_31
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_17
http://digital.foodbusinessnews.net/sosland/fbn/2009_03_03
http://digital.foodbusinessnews.net/sosland/fbn/2009_02_17
http://digital.foodbusinessnews.net/sosland/fbn/2009_02_03
http://digital.foodbusinessnews.net/sosland/fbn/2009_01_20
http://digital.foodbusinessnews.net/sosland/fbn/2009_01_06
http://digital.foodbusinessnews.net/sosland/fbn/2008_12_23
http://digital.foodbusinessnews.net/sosland/fbn/2008_12_09
http://digital.foodbusinessnews.net/sosland/fbn/2008_11_25
http://digital.foodbusinessnews.net/sosland/fbn/2008_11_11
http://digital.foodbusinessnews.net/sosland/fbn/2008_10_28
http://digital.foodbusinessnews.net/sosland/fbn/2008_10_14
http://digital.foodbusinessnews.net/sosland/fbn/2008_09_30
http://digital.foodbusinessnews.net/sosland/fbn/2008_09_16
http://digital.foodbusinessnews.net/sosland/fbn/2008_09_02
http://digital.foodbusinessnews.net/sosland/fbn/2008_08_19
http://digital.foodbusinessnews.net/sosland/fbn/2008_08_05
http://digital.foodbusinessnews.net/sosland/fbn/2008_07_22
http://digital.foodbusinessnews.net/sosland/fbn/2008_07_08
http://digital.foodbusinessnews.net/sosland/fbn/2008_06_24
http://digital.foodbusinessnews.net/sosland/fbn/2008_06_10
http://digital.foodbusinessnews.net/sosland/fbn/2008_05_27
http://digital.foodbusinessnews.net/sosland/fbn/2008_05_13
http://digital.foodbusinessnews.net/sosland/fbn/2008_04_29
http://digital.foodbusinessnews.net/sosland/fbn/2008_04_15
http://digital.foodbusinessnews.net/sosland/fbn/2008_03_18
http://digital.foodbusinessnews.net/sosland/fbn/2008_03_04
http://digital.foodbusinessnews.net/sosland/fbn/2008_02_19
http://digital.foodbusinessnews.net/sosland/fbn/2008_02_05
http://digital.foodbusinessnews.net/sosland/fbn/2008_01_22
http://digital.foodbusinessnews.net/sosland/fbn/2008_01_08
http://digital.foodbusinessnews.net/sosland/fbn/2007_12_25
http://digital.foodbusinessnews.net/sosland/fbn/2007_12_11
http://digital.foodbusinessnews.net/sosland/fbn/2007_11_27
http://digital.foodbusinessnews.net/sosland/fbn/2007_11_13
http://digital.foodbusinessnews.net/sosland/fbn/2007_10_30
http://digital.foodbusinessnews.net/sosland/fbn/2007_10_16
http://digital.foodbusinessnews.net/sosland/fbn/2007_10_02
http://digital.foodbusinessnews.net/sosland/fbn/2007_09_18
http://digital.foodbusinessnews.net/sosland/fbn/2007_09_04
http://digital.foodbusinessnews.net/sosland/fbn/2007_08_21
http://digital.foodbusinessnews.net/sosland/fbn/2007_08_07
http://digital.foodbusinessnews.net/sosland/fbn/2007_07_24
http://digital.foodbusinessnews.net/sosland/fbn/2007_07_10
http://digital.foodbusinessnews.net/sosland/fbn/2007_06_26
http://digital.foodbusinessnews.net/sosland/fbn/2007_06_12
http://digital.foodbusinessnews.net/sosland/fbn/2007_05_29
http://digital.foodbusinessnews.net/sosland/fbn/2007_05_15
http://digital.foodbusinessnews.net/sosland/fbn/2007_04_17
http://digital.foodbusinessnews.net/sosland/fbn/2007_04_03
http://digital.foodbusinessnews.net/sosland/fbn/2007_03_20
http://digital.foodbusinessnews.net/sosland/fbn/2007_03_06
http://digital.foodbusinessnews.net/sosland/fbn/2007_02_20
http://digital.foodbusinessnews.net/sosland/fbn/2007_02_06
http://digital.foodbusinessnews.net/sosland/fbn/2007_01_23
http://digital.foodbusinessnews.net/sosland/fbn/2007_01_09
http://digital.foodbusinessnews.net/sosland/fbn/2006_12_26
http://digital.foodbusinessnews.net/sosland/fbn/2006_12_12
http://digital.foodbusinessnews.net/sosland/fbn/2006_11_28
http://digital.foodbusinessnews.net/sosland/fbn/2006_11_14
http://digital.foodbusinessnews.net/sosland/fbn/2006_10_31
http://digital.foodbusinessnews.net/sosland/fbn/2006_10_17
http://digital.foodbusinessnews.net/sosland/fbn/2006_10_03
http://digital.foodbusinessnews.net/sosland/fbn/2006_09_19
http://digital.foodbusinessnews.net/sosland/fbn/2006_09_05
http://digital.foodbusinessnews.net/sosland/fbn/2006_08_22
http://digital.foodbusinessnews.net/sosland/fbn/2006_08_08
http://digital.foodbusinessnews.net/sosland/fbn/2006_07_25
http://digital.foodbusinessnews.net/sosland/fbn/2006_07_11
http://digital.foodbusinessnews.net/sosland/fbn/2006_06_27
http://digital.foodbusinessnews.net/sosland/fbn/2006_06_13
http://digital.foodbusinessnews.net/sosland/fbn/2006_05_30
http://digital.foodbusinessnews.net/sosland/fbn/2006_05_16
http://digital.foodbusinessnews.net/sosland/fbn/2006_05_02
http://digital.foodbusinessnews.net/sosland/fbn/2006_04_18
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http://digital.foodbusinessnews.net/sosland/fbn/2006_03_07
http://digital.foodbusinessnews.net/sosland/fbn/2006_02_21
http://digital.foodbusinessnews.net/sosland/fbn/2006_02_07
http://digital.foodbusinessnews.net/sosland/fbn/2006_01_24
http://digital.foodbusinessnews.net/sosland/fbn/2006_01_10
http://digital.foodbusinessnews.net/sosland/fbn/2005_12_27
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http://digital.foodbusinessnews.net/sosland/fbn/2005_10_25
http://digital.foodbusinessnews.net/sosland/fbn/2005_10_11
http://digital.foodbusinessnews.net/sosland/fbn/2005_09_27
http://digital.foodbusinessnews.net/sosland/fbn/2005_09_13
http://digital.foodbusinessnews.net/sosland/fbn/2005_08_23
http://digital.foodbusinessnews.net/sosland/fbn/2005_08_09
http://digital.foodbusinessnews.net/sosland/fbn/2005_07_26
http://digital.foodbusinessnews.net/sosland/fbn/2005_07_12
http://digital.foodbusinessnews.net/sosland/fbn/2005_06_28
http://digital.foodbusinessnews.net/sosland/fbn/2005_06_14
http://digital.foodbusinessnews.net/sosland/fbn/2005_05_24
http://digital.foodbusinessnews.net/sosland/fbn/2005_05_10
http://digital.foodbusinessnews.net/sosland/fbn/2005_04_26
http://digital.foodbusinessnews.net/sosland/fbn/2005_04_12
http://digital.foodbusinessnews.net/sosland/fbn/2005_03_22
http://digital.foodbusinessnews.net/sosland/fbn/2005_03_08
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