Building a CPG Brand Beyond Retail | Zoe Jakubowich, VHS Ventures

In this episode of Inside the Fund, we sit down with Zoe Jakubowich, a fractional Chief of Staff and a member of the investment team at VHS Ventures, to unpack a common misconception in consumer startups: venture capital isn’t the right path for most CPG brands.

Zoe explains why founders should only raise if they’re ready to scale, what it actually takes to build traction, and how to think about growth before bringing on institutional capital. We also discuss why retail isn’t a shortcut to success, how to evaluate different funding options, and what investors are really looking for in today’s market.

Topics we cover:• Why venture isn’t right for most CPG brands• When founders should consider raising• What real traction looks like vs vanity metrics• Why retail isn’t a silver bullet• Alternative funding options for CPG• How to approach investor conversations• The reality of building as a founder• What VCs misunderstand about CPG• Advice for founders getting started

Sponsors:Aster AI — Aster AI is re-imagining the operating system for recruiting, building infrastructure that connects the world's top Product, Engineering, and Design talent with opportunities in the age of intelligent agents.
Filmed at 28th and Park — https://www.28thpark.com/