Rotten: Michael Fisher

Michael Fisher was making gummy worms in his kitchen during COVID when he realized candy hadn’t been reimagined for today’s consumer. With no food science background, he started experimenting—less sugar, no artificial dyes, and all the nostalgia of sour gummies. That tinkering turned into Rotten, a candy brand with its own world, characters, and cult following. From a Kickstarter launch in 2023 to landing in retailers like Foxtrot and Hy-Vee within months, Rotten has grown fast by pairing bold branding with better-for-you candy that doesn’t compromise on taste. In this episode, Michael shares how he built Rotten from scratch, why brand world-building matters in CPG, and what the future of candy looks like when it’s fun and functional. Make sure to check out Rotten at: https://eatrotten.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle

After a career in venture capital and running e-commerce at The Wonderful Company, Jordan Bass set out to reinvent the occasion of “cracking a cold one.” In 2020, he co-founded HOP WTR—a sparkling water infused with hops, adaptogens, and nootropics—crafted to deliver the refreshment of a beer without the booze, calories, or regret. Launching DTC first, Bass and his team quickly proved demand, then scaled into retail within months. Early partners like Erewhon validated the brand, while flavors like Blood Orange became cult favorites. Today, HOP WTR is one of the fastest-growing names in non-alcoholic beverages, serving a generation of “enlightened overachievers” who want better choices without giving up the ritual. In this episode, Jordan shares how he turned a personal need into a category-shaping brand—and why momentum matters more than overthinking. Make sure to check out HOP WTR at: https://hopwtr.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle

In less than two years, Neha Kumar has helped build Full Glass Wine Co. into one of the fastest-scaling wine companies in the U.S., completing 7 acquisitions and growing to $200M in revenue in just 17 months. With beloved brands like Winc, Wine Access, Wine Insiders, and Cameron Hughes under its umbrella, the company is redefining how consumers discover and enjoy wine. In this episode, Neha shares the inside story of building at breakneck speed, integrating multiple brands, and creating a wine empire designed for today’s consumer. Make sure to check out Full Glass Wine Co. at: https://www.fullglass.wine/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle

After building a career in AI and tech, FX Rouxel set out to solve a massive problem: how to grow real food at home—without soil, land, or waste. He launched Gardyn, a direct-to-consumer hydroponic system that lets anyone grow fresh produce indoors with minimal effort and zero green thumb. Since launch, Gardyn users have grown over 3.5 million pounds of food, saved 60 million gallons of water, and eliminated 1.9 million pounds of food waste—all from their own kitchens. In this episode, FX shares how he turned a simple idea into one of the most innovative companies in home agriculture—and how technology can actually bring us closer to nature, not further from it. Make sure to check out Garden at: https://mygardyn.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle

Co-founders Karl Pfluger, Paul Anderson, and Arlyn Davich teamed up with actor Cole Hauser to acquire a 25-year-old roastery in San Angelo, TX. Since launching in October 2023, they’ve served 250,000+ customers, claimed 10,000+ five-star reviews, and donated over 60,000 cups to veterans, first responders, teachers, and nurses. By September 2024, they secured their first national rollout, appearing in 1,700+ Walmart stores, and partnered on a custom “Cowboy Coffee Kit” with Stetson. In 2025, they added seasoned retail and brand leaders to the team to scale their omni‑channel presence. In this episode, they go deep on how they built a premium, purpose-driven American coffee brand in less than two years—and why serving those who serve remains their north star. Make sure to check out Free Rein Coffee at: https://freereincoffee.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

After 22 years at Bose, N.B. Patil left with the IP behind their discontinued Sleepbuds—and turned it into the most funded sleep product in Indiegogo history. He co-founded Ozlo with no brand, no marketing engine, and no team—just conviction that this product still had life. They raised $10M, shipped to 40+ countries, won Best of CES, and built a loyal customer base that actively shapes the product. This is how a former engineer brought a dead product back to life—and built one of the most trusted names in sleep tech. Make sure to check out Ozlo at: https://ozlosleep.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

In this episode, I'm joined by Cameron Forbes of Forbes Functions, a full-service event planning agency known for creating stylish, story-driven events for top brands, creators, and private clientsCameron launched Forbes Functions during the pandemic as a creative side hustle while working in finance. Now 26, she’s become one of the most in-demand event producers in the luxury space, known for designing modern, editorial-style experiences. In the past year alone, her company has seen a 250% YOY revenue increase, with 40–50 events annually and multiple six-figure projects on the calendar for 2025.  Cameron’s eye for strategy extends to social, where Forbes Functions has grown 173.7% across Instagram and TikTok thanks to behind-the-scenes storytelling and a founder-led POV. With a 30% repeat client rate and a presence in NYC, the Hamptons, and Florida, Cameron is the go-to for clients who want events that are both personal and photogenic. She also leads an all-women under-30 team, fostering a mentorship-first culture. Make sure to check out Forbes Functions: https://www.forbesfunctions.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

Emily Hosie spent over a decade inside some of the biggest names in off-price retail—Saks Off 5th, Holt Renfrew, and TJX—before launching REBEL, the first curated marketplace for open-box baby and home goods. After a year of being turned away by brands unwilling to admit the waste, REBEL secured major partners—and then a defining moment came. Bed Bath & Beyond and buybuy BABY filed for bankruptcy, and REBEL was tapped to process the returns. Overnight, volume surged and the tech had to scale fast. Today, REBEL processes 70,000 SKUs a week and operates a 300,000 sq. ft. facility in North Carolina. They’ve saved over 25 million pounds of product from landfill—all while becoming a go-to platform for Gen Z and millennial consumers looking for trusted brands at up to 50% off. Make sure to check out REBEL: https://fromrebel.com   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

Mike Lombardo didn’t come from food and bev. He was a college student, Army National Guard soldier, and drummer chasing big ideas. But when his high school swim teammate Kayvon began managing ulcerative colitis by mixing prebiotic tea, everything changed. The two co-founders started bottling it out of a brewery in New Jersey—selling to one Whole Foods, cold-brewing by hand, and making just $18K in their first year. Then COVID hit, and they scrapped everything. In 2021, they relaunched as Halfday: a better-for-you iced tea with 3–5g of sugar, 8g of prebiotic fiber, and branding that reimagined the Arizona and Snapple classics they grew up on. They pitched their first retail account from a hospital bed, filled their first PO with 60,000 cans in six weeks, and packed boxes themselves to make it happen. One press article brought in $10K in DTC sales overnight. Now, Halfday is stocked nationwide, building a brand that stands out in one of the most competitive categories in CPG. Make sure to check out Halfday: https://drinkhalfday.com/   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle  

Berk Bahceci left a career in antitrust law in Washington, D.C., to build something deeply personal. Born in Turkey and raised around olive groves, Berk saw a massive blind spot in the U.S. market: despite being one of the top producers in the world, Turkish olive oil had no brand recognition on American shelves. So, he built one from scratch. In this episode, Berk shares how he vertically integrated Heraclea—from grove to bottle—and became the world’s first Fair Trade certified olive oil company. We talk sourcing, scaling without a single customer, and why flavored oils like garlic and lemon are flying off shelves. Make sure to check out Heraclea: https://heraclea.co   Check out my new book on Amazon: https://amzn.to/4kRKGTX Sign up for Starting Small University to join our interviews LIVE and ask questions: https://startingsmallmedia.org/startingsmalluniversity Visit Starting Small Media: https://startingsmallmedia.org/ Subscribe to exclusive Starting Small emails: https://startingsmallmedia.org/newsletter-signup   Follow Starting Small: Instagram: https://www.instagram.com/startingsmallpod/ Facebook: https://www.facebook.com/Startingsmallpod/?modal=admin_todo_tour LinkedIn: http://linkedin.com/in/cameronnagle