Show Notes
Peanut butter is down 30% a year.
Pistachio butter is up 500%. Utsab Roychowdhury and his partner quit investment banking to bet on the gap.
In four months he went from a blender in his New York apartment to live on Amazon.
Two-person team. No mass retail. $20 a jar.
Sold out for two months straight.
This conversation breaks down the exact moves: how he found a co-packer in 20 calls why he turned down big retail on purpose the pricing rule that keeps his margins alive while other CPG founders bleed out at the shelf.
GUESTUtsab Roychowdhury - Stesh Pistachio ButterLinkedIn: https://www.linkedin.com/in/utsab-roychowdhury/Website: https://steshbutter.com/
SHELF TO SCALE Weekly conversations with CPG and FMCG founders on distribution, retail, and scaling. Hosted by Devesh Tilokani
More from Shelf to Scale
Alice Grey waited 16 hours for chocolate to come out of a 20K machine. It never did.
There’s a $200 Amazon program that gets 30 brutally honest strangers to review your product before you commit to a manufacturer’s MOQs.
Being in Whole Foods won't get your product into an ethnic grocery store.
Yousuf Ahmed left Goldman Sachs to turn leftover oat milk pulp and corn grits into a better-for-you Cheetos.
Jim Kavanagh spent 49 years in Canadian grocery as a Sobeys and Metro category manager, a distributor, and now a food broker.