Nico AKA Shelby Boolay, the creator behind Noco Cookie Cakes, never planned to become a viral baking sensation.

A mom of two, she quietly decorated cookie cakes while her kids napped — until the internet took notice. With over half a million followers and millions of likes across Instagram and TikTok, Nico’s detailed cookie cakes have captured the attention of the internet and major brands alike.

But behind the frosting is a deeper story. Nico lost her high-paying tech job while three months pregnant — a moment that could have derailed everything.

Instead, she followed a small instinct to decorate and sell a cookie cake. Less than a year later, she’s built a thriving business, a devoted community, and a life that looks very different than the one she lost.

In this episode:

• Losing a job while pregnant — and why it doesn’t have to define what comes next

• Turning a creative passion into a profitable business

• Motherhood, identity, and redefining career success

• Why seeing what’s possible can change everything

This episode is for anyone who has been laid off, underestimated, or questioning what’s next — and needs proof that meaningful change is possible at any stage of life.

-------------------------------------------------------

To connect with Shelby Boolay click HERE

To learn more Noco Cookie Cakes click HERE

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

**********

This episode is brought to you by ⁠⁠⁠Shelf Love⁠⁠⁠:

Shelf Love (CPG) elevates your brand through engaging in-store demos, meaningful customer interactions, and creating lasting impressions.

August Vega founded Malk Organics after realizing even the “healthy” nut milks on shelf were filled with gums and oils. What started as a kitchen project with sprouted nuts, water, and salt became a movement that’s changing how people eat.

In this episode:
Building a new identity through business + motherhood
Loving yourself enough to know what’s good for you
Why wellness isn’t free — especially in CPG (Consumer Packaged Goods)

Mothers are a valuable asset to any company — and deserve recognition for working, leading, and experiencing life differently than men

Tune in to hear how August is redefining transparency, authenticity, and nourishment.

-------------------------------------------------------

To connect with August click HERE ⁠

To learn more about Functional Medicine & AMMD click HERE

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

**********

This episode is brought to you by ⁠⁠Shelf Love⁠⁠:

Shelf Love (CPG) elevates your brand through engaging in-store demos, meaningful customer interactions, and creating lasting impressions.

Cheers to a new episode featuring sisters Emily and Sarah Mack — founders of Offline Wine (formerly Vinat).

In this episode:

👩‍👩‍👧‍👧 Breaking into a male-dominated industry & bringing more representation to wine

🎨 Branding that works — how to market ... social media or field marketing in 2025?

🌍 Behind the bottle — EU-sourced, family-run vineyards, no additives or dyes

😵 Hangovers, tariffs & the real challenges of building a modern wine brand

💫 Bonus: Use code CPG15 for 15% off at Offline Wine (linked in show notes + IG).

-------------------------------------------------------

To connect with Offline Wine click HERE ⁠

To buy Offline Wine click HERE

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

**********

This episode is brought to you by ⁠Shelf Love⁠:

Shelf Love (CPG) elevates your brand through engaging in-store demos, meaningful customer interactions, and creating lasting impressions.

Thank you for listening!

We’re back with a fresh, fun, and insightful episode featuring Hailey Gorski, RD — LA-based dietitian and founder of The Tipsy Kale!

In this episode:

🥬The origin story of The Tipsy Kale — and how Hailey blends fun with evidence-based nutrition to inspire lasting change in people’s health

📲 The real truth behind content creation — from hours of free work to staying grounded in your purpose & passion

🥛 Hot takes on today’s nutrition trends — the protein craze, Erewhon Smoothies, sustainable living, and the nutrient we’re actually missing out on

✨ Branding lessons from Gorgie and The Tipsy Kale on how to stand out in even the most crowded categories

💫 Bonus: Hailey drops the recipe for what we’re calling the IT GIRL breakfast — the ultimate start to a day full of satisfaction, strength, and energy 🤤

-------------------------------------------------------

To connect with Hailey Gorski click HERE

To subscribe to Hailey's Substack click HERE

To connect with The Tipsy Kale click HERE

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

**********

This episode is brought to you by Shelf Love:

Shelf Love (CPG) elevates your brand through engaging in-store demos, meaningful customer interactions, and creating lasting impressions.

Thank you for listening!

We’re back with a bold and energizing episode featuring Orleatha Smith, co-founder of Sip Herbals — a former biology teacher turned wellness founder on a mission to reimagine your morning ritual.

We chat:

☕ The surprising symptoms that made Orleatha quit coffee — and why your daily brew might be hurting more than helping
🌿 How Sip Herbals was born from her journey with autoimmune disease
🦈 The real behind-the-scenes of being on Shark Tank (the lessons, the wild parts & show surprises)
📦 What it takes to build a wellness CPG brand that actually supports your health

***Bonus***: Sip Herbals is offering 10% off online with code CHATCPG —from the website

To connect with Orleatha Smith click HERE ⁠

To connect with Sip Herbals click HERE

To purchase Sip Herbals Coffee Alternatives click HERE

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

**********

This episode is brought to you by ⁠⁠⁠⁠Accountfully⁠⁠⁠⁠: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Accountfully is an outsourced accounting firm specializing in bookkeeping and financial services for modern CPG brands and startups.

Thank you for listening!

We’re back with another powerhouse episode featuring Starr Edwards, co-founder & CEO of the wildly beloved Bitchin’ Sauce — the almond-based dip that started at a San Diego farmers’ market and scaled to nearly 7,000 stores across North America, including Kroger, Albertsons/Safeway, Costco, Target, Whole Foods, and Sprouts.

But this convo isn’t just about sauce — it’s a deep dive into building with purpose, leading with values, and carving your own lane in the CPG space.

In this episode, we cover:

• What makes Bitchin’ Sauce a standout in the wellness + natural foods space

• Launching a brand before people “get it” — and how Starr pushed through the noise

• Balancing motherhood (👩‍👧 of 5!) with entrepreneurship

• How family-first culture became a Bitchin’ business superpower

• Grit, patience, and staying mission-aligned when it’s hardest

Whether you’re dreaming up your own product line or love a founder story full of heart — this one’s for you.

**********

Bonus: Bitchin' Sauce is offering 10% off online THROUGH 5/13/25 ONLY with code CHATCPG10 — a limited-time offer you don’t want to miss. ⁠⁠https://bitchinsauce.com/

To connect with Starr Edwards click HERE

To connect with Bitchin' Sauce click HERE

To purchase Bitchin' Sauce w/ 10% code click HERE

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

This episode is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Shelf Love⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:

Shelf Love is a national boutique field marketing organization that exists to give natural brands a big voice by utilizing best-in-class brand representation. "Love Your Brand, Love Your Shelf."

**********

This episode is brought to you by ⁠⁠Accountfully⁠⁠: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Accountfully is an outsourced accounting firm specializing in bookkeeping and financial services for modern CPG brands and startups.

Thank you for listening!

We’re back with another inspiring episode, diving deep into Natural Products Expo West with Allie Hobson, Functional Nutritional Therapy Practitioner (FNTP) and co-founder of Core Formulas — a supplement brand rooted in foundational wellness and root-cause healing.

In this episode, we cover:

* Expo West through the lens of a first-time founder & health-community voice & problem-solver

* Building meaningful relationships with suppliers & manufacturers

* Practitioner-led supplement brand innovationand ingredient sourcing traps - WHY we need knowledgable practitioners developing brands!!

*Fueling yourself cleanly — Allie’s favorite go-to brands

* The ROI of going all-in on CPG + Expo West

**********

Bonus: Allie is offering 15% off new customer orders at for 4 weeks post-launch with code CHATCPG — a limited-time offer you don’t want to miss. (P.S. Their Daily Basics is a staple in our routine!) ⁠www.shopcoreformulas.com⁠

To connect with Allie Hobson ⁠click HERE⁠

To connect with Core Formulas ⁠click HERE⁠

To purchase Core Formulas w/ code⁠ click HERE⁠

To connect with CHAT CPG Food + More ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Elizabeth (Liz) Mulherin ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

To connect with Meghan Sumser ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click HERE⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

This episode is brought to you by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Shelf Love⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:

Shelf Love is a national boutique field marketing organization that exists to give natural brands a big voice by utilizing best-in-class brand representation. "Love Your Brand, Love Your Shelf."

**********

This episode is brought to you by ⁠Accountfully⁠: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Accountfully is an outsourced accounting firm specializing in bookkeeping and financial services for modern CPG brands and startups.

Thank you for listening!