Founder Feature: Sue Delegan and Kim Hehir of Brutus Bone Broth
This lesson is an episode of Startup CPG.
Listen to the episodeWhat you'll get
Sisters Sue Delegan and Kim Hehir explain how a shelf-stable bone broth for dogs, based on their family's recipe, started in two regional grocery chains and reached national shelves in its second year. They cover why a small test run mattered, how pet food labels are approved state by state, and how they paid for the national launch, which makes it the pet pick for anyone who wants to prove sales in a few stores before pitching a big chain.
Do this week
Choose one small place to test your product before a wider launch, such as one market table or one store, and record who bought it, at what price, and what you would change.