Taste Radio

What does it take for an emerging CPG brand to go from promising to investable?
Brian Folmer, founder of FirstLook and FirstLook Ventures, offers a behind-the-scenes look at how he evaluates the next generation of consumer brands. FirstLook is a "Shark Tank in a box" platform that vets hundreds of brands before putting a select group of products in the hands of nearly 100 investors, while FirstLook Ventures takes that deal flow a step further by funding emerging companies alongside its investor community. 
Brian reveals what catches his attention—from traction and valuation to market potential, founder quality and the elusive "X factor"—and shares why some brands make the cut while others don't.
He also explains why overpricing a company can stall a fundraise, how potent consumer pain points can create breakout opportunities, and why today's shift toward cleaner, less-processed products is creating new opportunities for CPG founders.
Show notes:
0:20: Brian Folmer, Founder, FirstLook & FirstLook Ventures – Brian chats about his background and foray into CPG investment before explaining First Look's model and the criteria the company uses to vet hundreds of brands and select a group of products to present monthly to its investor members. The First Look Ventures founder also breaks down the factors that influence investment decisions, including valuation, sales traction, retail interest, market size, pricing, category potential and founder quality. Using Laurel's Coffee, Miils, Boost Cous, SUUS, Awesome Aminos, Zoli Gummy Pops and Magna as examples, he discusses what makes brands stand out and the importance of solving a clear consumer need. He also addresses regulatory and legal risk, the shift toward cleaner and less-processed products, the growing use of AI to build more efficient companies and the "X factor" he looks for in founders. Folmer explains why an inflated valuation can slow a fundraise, why a large market matters and what founders can do to get investors' attention, including keeping outreach concise and making pitch decks mobile-friendly.
Brands in this episode: Laurel's Coffee, Miils, Boost Cous, SUUS, Awesome Aminos, Gruns, Zoli Gummy Pops, Poppi, Vita Coco, Siete, Vaquero Bandito, Primal Queen, Magna, Ugly Drinks

The latest episode of Taste Radio's Elevator Talk spotlights emerging leaders from Gold Crush Cocktails, Roadie Brew, Ample Hydration, Pesche and Gingerbug, who introduce their brands, share recent company updates, and highlight key milestones.
This week's special co-host is Dayton Miller, a managing partner with venture capital firm BFG Partners. Dayton brings insightful questions, thoughtful feedback, and a strategic perspective to the conversation alongside regular host Ray Latif, editor and producer of Taste Radio.
Early-stage food and beverage entrepreneurs are invited to apply for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and the series offers a unique opportunity to pitch your product, share company news, and get candid feedback from experienced industry leaders.
Apply now to be featured in an upcoming episode.

Chicago's CPG scene is thriving, and we got a taste of it firsthand.
Fresh off our latest Taste Radio meetup, we spotlight the city's vibrant brand community and sample a fascinating lineup of products discovered at the highly touted, unceremoniously shuttered and ultimately resurrected Foxtrot Market. The haul includes a wildly complex salted lemonade, a Mexican-inspired sparkling tonic, a soda-meets-sparkling-water brand, a caffeine-plus-protein bar and a "chai baby."
Along the way, we unpack what these products reveal about flavor, functionality, packaging and the increasingly unconventional ways brands are competing for consumers' attention.
Show notes:
0:20: A First For Us. Chi Fourth. Pilots, Battlers, Angels. A Trot For A Haul. Eye-Popping Innovation. – Ray's hotel room becomes a temporary studio as the hosts recap Taste Radio's Chicago Meetup at Pilot Project Brewing in Logan Square, which drew about 120 founders, operators and CPG professionals. They reflect on Chicago's vibrant and increasingly influential CPG scene, including a visit to the revamped Foxtrot Market, rebuilt after its collapse in 2024. The hosts sample and discuss emerging beverage brands including Five Corners Beverage Company, Aire, Ruby and Barbet, highlighting a growing appetite for complex, distinctive flavors and unconventional combinations, particularly among brands positioned as non-alcoholic cocktails. They also explore Beanies' coated soybeans, Freeman House's microbrew chai made with Oatly and Jilly's Jerky. The conversation then turns to Hall Pass, the new better-for-you chocolate brand from RXBAR founder Peter Rahal, which is launching exclusively at Walmart and reflects his broader strategy of creating lower-calorie, lower-sugar versions of familiar foods. The episode closes with a look ahead to upcoming Taste Radio meetups in San Diego, San Francisco and London.
Brands in this episode: Five Corners Beverage Company, Aire, Ruby, Barbet, Beanies, Unhinged, Honey Mama's, Stumptown Coffee Roasters, Freeman House, Oatly, Jilly's Jerky, Hall Pass, RXBAR, David Protein, Pilot Project Brewing, Battle Bars, Ghia, Spindrift, Biena Snacks, TalkBack

Functionality is everywhere – but are consumers buying the benefit or seeing right through it? 
This week, we dig into the rise of protein- and fiber-enhanced snacks from Khloud, Doritos and Smartfood, the growing buzz around colostrum, and a troubling new study on avocado oil authenticity. Plus, we explore the enduring appeal of pickle flavor, Grillo's winning collaboration strategy, premium dates and the surprising technology behind Air Up. 
Show notes:
0:20: Ken's Leftovers. A Function-Forward Discussion. Educate Me. It's Not What You Bought. Slurp Up. – Ray digs into a grab bag The Beverage Whisperer left behind after his recent visit to the office, including a zero-sugar sports drink from the U.K. that sparks a conversation about better-for-you sports drinks and the growing popularity of alcoholic sports beverages. The hosts then turn to functionality, sampling Khloud's new protein- and collagen-enhanced chips, Doritos Protein chips and Smartfood Fiber popcorn. They discuss whether consumers actually care about added functionality in familiar products – or if brands are simply layering trendy benefits onto legacy favorites. The conversation continues with the growing buzz around colostrum and the education required to make sense of increasingly popular functional ingredients. The episode then moves to a troubling study on avocado oil, the enduring popularity of pickle flavor and Grillo's remarkable track record of brand collaborations, before wrapping with premium Rancho Meladucco dates and Air Up's unusual approach to flavoring water through scent.
Brands in this episode: Posca, Super Lyte, Goldilocks, Khloud, Quest, Doritos, Smartfood, Ancient Nutrition, Mission Craft Cocktails, Grillo's, Firehook, Ithaca, PBR, V8, Utz, Liquid I.V., Pop-Up Bagels, Burt's Bees, Hippeas, Rancho Meladucco Date Farm, Date Fix, Air Up, Szent

The latest episode of Taste Radio's Elevator Talk spotlights emerging leaders from Oddball, The Spice Drops, Good Greed, Little Twists, and Gamsa Foods, who introduce their brands, share recent company updates, and highlight key milestones.
This week's special co-host is Yola Blake Page, the founder Violet Thread Strategy, an Austin-based independent brand consultancy. Yola brings insightful questions, thoughtful feedback, and a strategic perspective to the conversation alongside regular host Ray Latif, editor and producer of Taste Radio.
Early-stage food and beverage entrepreneurs are invited to apply for future episodes of Elevator Talk. Participation is free, interviews are conducted remotely, and the series offers a unique opportunity to pitch your product, share company news, and get candid feedback from experienced industry leaders.
Apply now to be featured in an upcoming episode.