Recorded live at The Yard in Herald Square, this edition of Ugly Talk dives into the unpolished reality of building and scaling a food and beverage brand in 2025. This isn't about the highlights—it's about the messy formulation tweaks, the grind of "pounding the pavement" in New York City, and the hard-earned lessons that come with trying to move product off a retail shelf.
Moderated by Glenn Johnson (Marketing Consultant & Fractional CMO), the panel brings together three founders building their brands in real time:
- Joe Rotondo (Founder & CEO, SMEARCASE) shares the journey of turning cottage cheese ice cream into a high-protein sensation, detailing how a chance outreach from Whole Foods turned into a tri-state launch.
- Kabir Kurani (Founder & CEO, GetUp Nutrition) discusses the "ugly" side of manufacturing overseas and the sheer hustle required to sell through a nationwide trial at 455 Sprouts locations.
- Will Custis (Founder, HoopFuel) breaks down the "Corporate Hooper" persona and his hyper-focused strategy of dominating the basketball category through community events and equity-based creator partnerships.
You’ll hear their unfiltered takes on:
- The Power of Niching Down: Why speaking to everyone means speaking to no one, and how to identify your "hyper-focused lens".
- The "Ugly" Side of R&D: Handling flavor failures, bitter caffeine maskings, and shipping 50 pounds of dry ice across Brooklyn.
- Retail Reality vs. Hype: The difference between getting on the shelf and actually hitting the velocity targets required to stay there.
- Community as a Growth Engine: Hosting tournaments and "demoing" in unmarked containers to get unbiased feedback from the right audience.
- 2026 Strategy: How to move from a "pounding the pavement" founder to a scalable business with smart creator ecosystems and regional dominance.
Chapters
00:00 – Intro: The importance of niching down and hyper-focus.
01:00 – Housekeeping: Ugly Talk’s national footprint and host introductions.
02:00 – Sponsor Spotlight: AI-powered operations with Copley.
04:20 – Meet the Founders: Elevator pitches for Smearcase, GetUp, and HoopFuel.
07:13 – The "Corporate Hooper": Building a brand through a social persona.
08:50 – Validation: Testing cottage cheese ice cream in marathon training groups.
10:56 – Finding the Gap: Why basketball players were ignored by traditional nutrition.
14:40 – The Co-Founder Fit: Balancing brand vision with strategy and ops.
16:00 – Creative Expression: Why every entrepreneur should start a clothing brand.
20:50 – Scientific Formulation: Using sweat-tracking patches to design HoopFuel.
23:20 – The Bias Trap: Getting honest feedback outside of friends and family.
26:00 – The Failed Batch: Selling through "disgusting" product to fund the fix.
28:50 – The Super Bowl Moment: Landing Whole Foods via a "janky" website.
34:15 – The New Influencer Model: Moving from one-off posts to equity-based creators.
40:55 – The Network Effect: Using Manhattan dominance to fuel word-of-mouth.
44:30 – Advice to Self: The logistical nightmare of dry ice and being "supply ready"
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