How a CPG Startup Can Compete Against the Biggest Food Brands
- Stanley Igboanugo
- Jul 28
- 2 min read
Updated: Aug 2
In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Victoria Eicher, co-founder and CEO of WeFoods, to explore how product founders can uncover overlooked sales channels, build strong customer relationships, and compete against much larger companies.
Victoria shares the story behind Bagelitos, a handheld breakfast product that combines the chewy texture of a bagel with the convenient shape of an empanada. Rather than immediately competing for space in crowded grocery-store aisles, Victoria and her team selected convenience-store hot food as their focused entry point.
Drawing from years of experience in convenience food service, Victoria explains how identifying a neglected market allowed WeFoods to solve problems that larger food manufacturers often overlook. From creating products that are easy for customers to eat on the go to simplifying preparation for store employees, every element of Bagelitos was designed specifically for the needs of convenience-store operators.
The conversation also explores how smaller brands can compete when larger companies have more money, employees, and established relationships. Victoria explains why dependable fulfillment, meaningful communication, thoughtful packaging, and a genuine commitment to the customer can create opportunities whenever larger competitors fail to deliver.
You’ll also learn how WeFoods is building consumer recognition in a traditionally unbranded category through distinctive packaging, localized influencer marketing, social media, and Tito, the energetic Bagelitos brand mascot.
In today’s episode of the Harvest Growth Podcast, we’ll cover:
Why starting with a focused niche can be smarter than entering a crowded market
How to identify sales channels that larger competitors are overlooking
What makes convenience-store distribution different from traditional retail
Why operational simplicity matters when developing a food product
How dependable fulfillment and strong relationships help smaller brands compete
Why solving problems for retailers can make your product more attractive
How packaging can improve product performance while building brand awareness
The value of localized influencer marketing when entering a new market
How to build consumer loyalty in a traditionally unbranded product category
Why establishing a strong beachhead can support future national expansion
You can listen to the full interview wherever you listen to your podcasts.
Or, click to watch the full video interview here!
If you’re launching a product, searching for the right first sales channel, or competing against companies with significantly larger budgets, this episode offers practical strategies for finding an underserved opportunity and turning focused execution into scalable growth.
To learn more about Victoria Eicher, WeFoods, and Bagelitos, visit WeFoods.co. You can also follow Tito Bagelitos on Instagram and TikTok.
Do you have a brand you’d like to launch or scale?
Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.
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