Startup CPG campaign connects brands and retailers

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Startup CPG campaign connects brands and retailers

27 Apr 2026

Annie Hollon

Annie Hollon is a journalist, copywriter and social media strategist from the Dallas, Texas area. She found a love for magazine writing during her time at the University of Alabama where she graduated with a Bachelor of Arts, double majoring in public relations and English. Beyond writing, you can find her expanding her library, attempting to teach herself the guitar and trying new hobbies.

NEW YORK — A new sourcing campaign from Startup CPG, a resource that connects early-stage brands to key resources, is poised to assist retailers in identifying and contacting industry disruptors.

Through Opportunity Knocks, retail buyers and other key stakeholders can gain access to the organization’s pool of thousands of emerging brands across various markets, including food.

“Startup CPG continues to build the most engaged audience of emerging brands in the industry,’ said Daniel Scharff, founder and CEO of Startup CPG. “Opportunity Knocks gives top retailers a direct line to that community — fully organized, fully customizable and with zero friction. We’re confident retailers will find excellent fits every time.”

A look at the process

The Opportunity Knocks process begins with retailers working with the organization to create a custom submission form, using a standardized set of questions to begin and adding additional customizations as the retailer requires. Once completed, Startup CPG will announce each participating retailer’s social campaign via national emails sent on Fridays.

The custom forms will be open for two weeks. During that window, Startup CPG will host a virtual fireside chat to offer prospective participants a better idea of what it’d be like to work with a specific retailer. Interested parties can fill out a submission form outlining key factors of their business: product description, distribution, traction points and why they want to work with that particular retailer.

Once the submission period comes to a close, Startup CPG delivers an organized list of all candidates to the participating retailer, opening the door to meetings and relationship-building. By handling the logistics of outreach and communication, the Opportunity Knocks format allows buyers to concentrate their efforts on finding ideal brand partners to bring into the mix.

Startup CPG already has a cohort of retail participants queued up for these campaigns, beginning with Earth Fare on May 1. Other notable retailers include Fresh Thyme, The Fresh Market and Thrive Market.

Interested retailers and stakeholders who want to participate in this campaign initiative can contact ok@startupcpg.com.

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