{"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":"R&D Radio: Monte Ammons from Liquid Sherpas","slug":"r-d-radio-monte-ammons-from-liquid-sherpas","published_at":"2026-05-11T07:00:00+00:00","page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/r-d-radio-monte-ammons-from-liquid-sherpas","show_page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739","url":"https://share.transistor.fm/s/c1118302","audio_url":"https://pscrb.fm/rss/p/pdst.fm/e/media.transistor.fm/c1118302/ee727768.mp3","summary":"In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Monte Ammons, founder of Liquid Sherpas. With more than 30 years spanning food service, Coca-Cola, Community Coffee, and natural ingredient sales at Dohler, Monte brings a uniquely operational lens to product development — one built not in a lab, but on the floor of real businesses learning hard lessons the hard way. Monte makes the case that most founders jump straight into formulation when they should be doing the opposite: starting with a product brief, understanding the business, and doing the competitive homework before a single ingredient is sourced. He walks through how one client nearly launched into a saturated market — then pivoted his entire proposition 35 degrees by doing the upfront work first. Listen in as they discuss: Why formulation should be one of the last steps in product development, not the first What a technical product brief is and how it prevents costly downstream surprises How a client shifted consumer target, functional benefit, format, and channel — before spending real money The realities of natural ingredient supply chains: seasonality, tariffs, sedimentation, and more Why founders should start small, stay flexible, and invest as little as possible early on How to research your category by talking to founders, breweries, and operators who've done it The role of AI as a research accelerator — and why you still shouldn't ask it to develop your formula Why the beverage industry's failure rate is so high, and what separates founders who make it Episode Links: Monte Ammons — Founder, Liquid Sherpas 🔗 LinkedIn: https://www.linkedin.com/in/ammons/ 🔗 Website: www.liquidsherpas.com Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enj…","meta_description":"In this episode of R&D Radio, hosted by food scientist Adam Yee, Adam sits down with Monte Ammons, founder of Liquid Sherpas. With more than 30 years…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1645,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-startup-cpg-podcast-1235739/episodes/r-d-radio-monte-ammons-from-liquid-sherpas/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/r-d-radio-monte-ammons-from-liquid-sherpas.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}