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THE 5TH ANNUAL SHELFIE AWARDS OPEN FEBRUARY 1ST!

Hi Startup CPGers,

Can you believe it?! We are 2 weeks away from opening the gates to the 5th annual Startup CPG Shelfie Awards!

Last year, we celebrated with our winners on a yacht! No really - look! Are you ready to cruise through 2025 with a Shelfie in hand?

Here's Everything You Need to Know to Apply:

Applications and product samples are accepted on a category-specific basis, based on month, starting on February 1st, 2025 (refer to graphic below for the full list).
Once you've noted your brand's category month, fill out the form and prepare your samples accordingly for our judges.
You'll need to send in your application and product samples during your category month to be considered.
If you have any issues with scheduling your samples to arrive within the assigned month, please email community@startupcpg.com.

We are so excited to dive into your brand's experience - save the date for your application month!

CHECK OUR OUR SHELFIES GUIDE

2025 Shelfie Award Partners

Welcoming a brand new 2025 sponsor:

Green Spoon is a trusted national natural products agency, dedicated to an ethically valued business that positively impacts people, community, the environment, and our industry. Our dynamic team is driven by the desire to transform the retail landscape while infusing authenticity, integrity, and transparency in all that we do. Our commitment is to build meaningful partnerships that will ultimately reshape the future of foods available in the marketplace.

Green Spoon is built on a mission to prioritize People and Planet above Profit. In 2023, they proudly became a 1% for the Planet organization, contributing more volunteer hours than any other member in their first year!

Green Spoon is thrilled to help the next generation of emerging brands shape their CPG strategies, as we have for so many current category leaders. Take Root by Green Spoon is offering free broker services to help brands kick-start their journey.

Exclusive Offer for Shelfie Finalists: Brands selected into the Take Root program will receive 1 free month of broker services! Don't miss this chance to win best-in-class broker services for your brand.

In this spirit, Green Spoon is partnering with Startup CPG to introduce the "Sustainability Shelfie Award". This special award will recognize a brand that:

Demonstrates a commitment to sustainable practices
Prioritizes climate initiatives
Leads by example in the CPG community

Let's celebrate brands making a difference! 🌍

And a warm welcome back to:

Social Nature is driven by a mission to connect conscious shoppers with better-for-you products. With over 1 million high-intent shoppers and 600+ CPG brands on our platform, we're transforming the way natural brands grow and thrive in retail.

This year, we're proud to support emerging brands in their journey to retail success. Our digital sampling campaigns, geo-targeted offers, and real-time shopper insights are designed to turn online demand into in-store sales.

Exclusive Offer for Shelfie Finalists: Brands selected as Shelfie Finalists will receive 500 free activations for any product sold in over 500+ doors. This offer is valid for use within six months!

In the spirit of collaboration, Social Nature is partnering with Startup CPG to recognize innovation and support brands making a difference in the natural product industry.

Let's build a community of better-for-you brands that shoppers love. 💚

Check out the newest CPG brands to join our Slack channel - which is growing by the day! Have you introduced your brand yet? What are you waiting for? Get in Slack, and hop over to the Introductions channel!

FOOD BRANDS

OOLIO - extra virgin olive oil
Jools - date snack crafted with adaptogens and superfoods

Primal Cuts Biltong - all natural, air dried beef
Ms. P's Gluten Free - gluten-free granola
LazyFoods - easy-to-make healthy meals

Culinary Argan Oil - extra-virgin, cold-pressed, USDA-organic, and sustainably sourced
Vedana Chocolate - healthier, indulgent snacking chocolate
Noona - buckwheat pancake mix
Mahogany Smoked Meats - small-batch slow smoked meats and jerky
Borsch Kitchen - bringing traditional Ukrainian borsch to wider audiences
La Crémerie Crue - artisan macadamia nut cheese

Heber Valley Cheese - family-owned dairy crafting cheeses and milks

Babu Foods - traditional Indian flavors with a modern twist
Crafty Ramen - bringing creative, high-quality ramen to homes across North America

BEVERAGE BRANDS

IV20 - terpene vodka

BEAUTY + WELLNESS BRANDS

Autumn DNA - personalized vitamin and supplement plans
Hoona - hydration inspired by water and salt
Feelz - gummies blending kanna, functional mushrooms, botanicals, and fruits
Haygood Market - family-owned cannabis brand specializing in gummies, tinctures, vapes, and topicals

Startup CPG Resources

→ Databases: Our lists of grocery chains, CPG brokers, 3PLs, distributors, etc.
→ Newswire: Submit your brand news as a press release (for free!)

→ Webinar Recordings: Learn from the best & subscribe to our YouTube channel.
→ Startup CPG Podcast: The world's top CPG podcast - buyer, brand & expert interviews
→ NIQ Data Drops: Free data on your category & competitors
→ Exclusive Discounts: Special offers for our community- NIQ, Grassroots and more