{"podcast":{"title":"The Startup CPG Podcast","slug":"the-startup-cpg-podcast-1235739","podcast_index_feed_id":1235739,"rss_url":"https://feeds.transistor.fm/startupcpg","website_url":"https://startupcpg.transistor.fm/","image_url":"https://img.transistorcdn.com/WNouK7j5vR6Y4BOYi04oDl3hjEsu2FYQMPHcqVNY7hc/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.jpg","author":"Startup CPG","episode_count":474,"summary":"The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.","last_synced_at":"2026-08-02T06:22:47.976796+00:00","page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739"},"episode":{"title":"Founder + Funder: Anabel González, Founder of Good Bacteria and Hayden Williams, Partner of BrandProject","slug":"founder-funder-anabel-gonz-lez-founder-of-good-bacteria-and-hayden-williams-partner-of-brandproject","published_at":"2026-05-09T07:00:00+00:00","page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/founder-funder-anabel-gonz-lez-founder-of-good-bacteria-and-hayden-williams-partner-of-brandproject","show_page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739","url":"https://share.transistor.fm/s/a6a500ea","audio_url":"https://pscrb.fm/rss/p/pdst.fm/e/media.transistor.fm/a6a500ea/6785a1de.mp3","summary":"In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Anabel González, founder of Good Bacteria, and Hayden Williams, Partner at BrandProject, for the podcast's first-ever founder and funder episode—a behind-the-curtain look at what the investment process actually looks like from both sides of the table. Good Bacteria is the first rotating probiotic system delivering a new blend of prebiotics, probiotics, and a postbiotic each week. Dr. formulated with clinically studied ingredients, it's designed to expose your body to different microbes over time to build up gut resilience—a smarter, science-backed approach to gut health that actually fits into your daily routine. BrandProject is an early-stage consumer fund partnering with founders building standout consumer-first brands, investing pre-seed and seed with check sizes of $500K–$3M and a hands-on, operator-minded approach. Anabel shares how a postpartum healing journey led her to a Johns Hopkins doctor via cold LinkedIn outreach, over 200 investor cold emails, and ultimately a pre-launch investment from BrandProject—a fund she had specifically targeted because of their portfolio. Hayden walks through what drew him to Good Bacteria before there was even a product in hand, how he validated the science, and why Anabel's personalized cold outreach stood out in a sea of generic pitches. Together, they cover: How a postpartum healing journey became the founding story of Good Bacteria Why Good Bacteria was originally a beverage—and how it pivoted to a rotating probiotic system What 200+ investor cold outreaches actually looks like, and how the BrandProject introduction happened What BrandProject looks for in pre-launch founders when there's nothing but a deck and a story Why Anabel invested in brand a…","meta_description":"In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Anabel González, founder of Good Bacteria, and Hayden Williams, Partner at…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2618,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-startup-cpg-podcast-1235739/episodes/founder-funder-anabel-gonz-lez-founder-of-good-bacteria-and-hayden-williams-partner-of-brandproject/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/founder-funder-anabel-gonz-lez-founder-of-good-bacteria-and-hayden-williams-partner-of-brandproject.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}