What does it take to turn a tiny Ecuadorian snack company into a global brand sold in more than 30 countries? In this episode of Shopify Happy Hour, Dan sits down with Martin Acosta, founder and CEO of Kiwa, to break down how a $24,000 acquisition evolved into an internationally distributed CPG business built on sustainability, direct farmer relationships, and relentless product innovation.

From sourcing nutrient-dense vegetables across South America to manufacturing chips nearly 9,000 feet above sea level in the Andes Mountains, Martin shares the behind-the-scenes realities of scaling a food company in one of the world’s most competitive retail categories.

You’ll hear how Martin:

• Bought a struggling plantain chip business and transformed it into a global snack brand.
• Built direct trade relationships with farmers across Ecuador, Peru, and Colombia.
• Used trade shows as the foundation for landing major retail and private label partnerships.
• Expanded beyond plantain chips into vegetable chips, native Andean potatoes, cassava products, and pet snacks.
• Navigated the shift from branded products into private label manufacturing for large retailers.
• Leveraged high-altitude manufacturing to create a unique chip texture and quality.
• Balanced sustainability, product quality, and scalability while growing internationally.

We also get into the bigger picture:

• Why differentiation matters more than ever in crowded CPG markets.
• The evolution of private label and how it changed the food industry after COVID.
• Lessons learned from scaling too aggressively during the venture capital boom.
• Why trade shows and real human relationships still outperform cold outreach in retail.
• How product innovation trends emerge — and why chasing trends too late can hurt brands.
• The realities of manufacturing, distribution, and scaling globally from South America.
• Why passion and long-term mission alignment are critical when building a consumer brand.

🥔 Whether you’re building a food brand, launching a CPG product, or fascinated by the operational side of global retail, Martin’s story is packed with practical insights on manufacturing, innovation, and standing out in competitive markets.

Brands & Mentions:

• Kiwa
• Walmart
• Costco
• Aldi
• Latam Airlines
• Avianca
• Runa
• Mikuna

Chapters:

00:00 Introduction to Kiwa & Martin Acosta
02:24 High-altitude manufacturing & sourcing in Ecuador
05:05 Buying a $24K snack business
10:13 Trade shows, distribution & retail growth
15:19 Private label vs. building a brand
20:34 Product innovation & entering the pet category
23:19 Why most CPG brands fail
28:32 Speed round & final thoughts

Launching a supplement brand is hard enough but building one around clean ingredients, outdoor performance, and spiritual alignment instead of hype and artificial formulas? That’s a very different approach to wellness.

In this episode of Shopify Happy Hour, Dan sits down with Zac Curhan, co-founder of Truwild, a natural supplement brand creating clean hydration, kombucha, and performance products for people who push beyond the gym. From bootstrapping the company with just $5,000 to scaling across Amazon, Shopify, wholesale, and TikTok, Zac shares how intuition, adaptability, and relentless experimentation shaped Truwild into a growing force in the supplement space.

You’ll hear how Zac:

• Built Truwild from scratch with just $5K and reinvested profits to grow the business organically.
• Created products designed for hikers, surfers, endurance athletes, and outdoor adventurers — not just gym culture.
• Developed unique formulations using natural caffeine, kombucha powder, electrolytes, amino acids, and functional ingredients.
• Leveraged customer feedback and surveys to shape future products, flavors, and packaging formats.
• Pivoted away from underperforming SKUs and learned difficult inventory lessons along the way.
• Used Amazon as a primary growth engine while strategically narrowing focus across sales channels.
• Built wholesale relationships through cold calls, product seeding, and direct outreach to independent retailers.
• Used TikTok seeding campaigns, local events, and brand collaborations to drive organic awareness and traffic.

We also get into the bigger picture:

• Why electrolytes are far more important than most people realize.
• The realities of building a profitable supplement brand without outside funding.
• Why customer reviews and social proof are critical in modern e-commerce.
• How TikTok, Amazon, and organic content now work together in the customer buying journey.
• Using AI tools like ChatGPT, Claude, and automation systems to streamline operations and decision-making.
• Zac’s philosophy around meditation, intuition, spirituality, and connecting to a “higher self” for entrepreneurial growth.

🌿 Whether you’re an e-commerce founder, wellness enthusiast, or someone interested in the intersection of business, health, and personal growth, this episode is packed with practical lessons and unconventional insights.

Brands & Mentions:

• Truwild
• Amazon
• Shopify
• Whole Foods
• GT's Kombucha
• Red Bull
• HOKA
• ChatGPT
• Claude
• OpenClaw
• Rolflex

Chapters:

00:00 Introduction to Truwild & Its Mission
02:45 Why Electrolytes Matter More Than You Think
05:20 Reinventing Kombucha as a Powder
08:10 Building Truwild with Just $5K
11:00 Early Product Development & Scaling Challenges
13:30 Why Amazon Became the Core Growth Channel
16:20 Organic Marketing, TikTok, & Community Events
19:00 Influencer Seeding & Brand Collaborations
22:15 The Realities of Paid Ads in Supplements
24:00 Wholesale Strategy & Cold Calling Retailers
32:30 Customer Feedback, Product Iteration, & SKU Decisions
35:40 Meditation, Spirituality, & Entrepreneurial Intuition
40:40 Using AI & Automation to Scale E-commerce Operations

Launching a food brand is never easy — but creating an entirely new category like frozen cottage cheese ice cream? That’s a different level of bold.

In this episode of Shopify Happy Hour, Dan sits down with Joe Rotundo, founder of Smearcase, the first and only frozen cottage cheese dessert brand built for people who want indulgence and clean, protein-packed ingredients. From a late-night craving for a healthier dessert to landing on shelves at major retailers, Joe shares how relentless action, rapid iteration, and authentic storytelling helped turn a simple idea into a fast-growing CPG brand.

You’ll hear how Joe:

• Turned a DIY mix of cottage cheese, honey, and fruit into a brand-new product category.
• Went from idea to market testing in just a few months by prioritizing speed and feedback.
• Partnered with his sister early on to develop recipes and refine the product.
• Used real-world validation (not just friends and family) to shape flavors, branding, and positioning.
• Navigated early production, co-packing, and a 5,000-pint launch strategy.
• Leveraged trade shows like Fancy Food Show to land meetings with major retailers like Whole Foods and Sprouts.
• Built momentum through in-person demos, networking, and relationship-first outreach.
• Embraced a polarizing brand name — and why standing out mattered more than pleasing everyone.

We also get into the bigger picture:

• Why “healthy ice cream” is broken — and how Smearcase is redefining indulgence with real ingredients.
• The power of relentless execution vs. overthinking in early-stage startups.
• How founders can validate ideas quickly without overbuilding.
• Why human relationships still beat cold emails and LinkedIn pitches in CPG.
• Organic social strategy — and how to create content that actually feels authentic (even if you’re busy or camera-shy).
• The realities of launching in retail, scaling distribution, and building a brand from scratch.

🍦 Whether you’re a founder, fitness-minded foodie, or someone curious about how new food categories are born, Joe’s story is a masterclass in speed, simplicity, and showing up consistently.

Brands & Mentions:

• Smearcase
• Whole Foods
• Sprouts Farmers Market
• Fancy Food Show
• Good Culture
• HY.Q
• REI
• Dick's Sporting Goods

Chapters:

00:00 Introduction to Smearcase
02:00 The “healthy dessert” problem
05:30 From idea to action (June 2023 origin story)
08:45 Validating the product in the real world
12:00 Branding, flavor iteration, and feedback loops
16:20 Breaking into retail & first production run
20:00 Building relationships with buyers
23:00 Organic marketing & content strategy
26:00 Founder mindset and execution philosophy
29:00 Speed round & personal insights
31:00 What’s next for Smearcase