In this bonus episode of the Startup CPG Podcast, Grace Kennedy sits down with the co-founders of Tamarind Heads— Sashi Kumar, Brittney Lim, and Jim Giberson—to explore the story behind their tamarind-based barbecue and hot sauce brand. They share how tamarind, a fruit familiar around the world but lesser-known in the U.S., became the key ingredient in their unique sauces. The founders dive into the challenges of educating consumers, their product development journey (including winning a Sofi Gold Award), and the process of scaling their business in a competitive market.

Tune in to hear about their marketing strategies, from direct-to-consumer sales and influencer partnerships to trade shows and retail expansion, all while staying true to their brand vision. Don’t miss out on their valuable insights for entrepreneurs looking to grow in the food industry.

Ready to learn more? Listen now!

Listen in as they share about:

• Tamarind Heads' Origin Story
• Challenges and Development
• Consumer and Retail Response
• Scaling and Supply Chain
• Retail Expansion
• Manufacturing and Scaling
• Marketing Strategy
• Funding and Bootstrapping
• Trade Shows & ROI

Episode Links:

Tamarind Heads Website

Tamarind Heads instagram: @tamarindheads

Brittney Lim LinkedIn

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)

• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics