In a revealing panel discussion on the evolution of the Consumer-Packaged Goods (CPG) industry, leading women Austin entrepreneurs and executives shared insights into how they’re reshaping the landscape of consumer products through innovation, strategic partnerships, and resilient business practices.

Shari Wynne Ressler, founder and CEO of SKU, Austin’s consumer packaged goods accelerator, and KASAMA spearheaded the panel during Austin Tech Week at Capital Factory on Monday afternoon. The panelists included  H-E-B Emerging Technology and Innovation Manager Laura Smith,  Granarly Founder and CEO Morgan Potts, and Cat Sampson, Co-Founder of Celzo Agua Fresca.

The panel highlighted the transformative changes occurring in an industry traditionally dominated by established players.

“When I started SKU, which was the first consumer product goods accelerator, we wanted to make consumer product goods an investable industry,” Wynne Ressler said.  She emphasized how the sector has evolved from kitchen startups to venture-backed enterprises. SKU has played a big role in that evolution. It has some of Austin’s most successful CPG brands in its portfolio, including Siete Foods, which Pepsi bought for $1.2 billion.

Morgan Potts, whose company created the world’s first whiskey-baked granola, shared candid insights about the challenges of scaling a CPG business.  Granarly’s products include The O.G. Whiskey Granola, a crunch and chewy granola with whiskey, raisins, and cranberries; Skinny Jeans Granola, a vegan and gluten-free granola made with gluten-free oats, olive oil, chia seeds and spices, and Espresso Yo Self Granola, a crunchy granola with dark chocolate and Wild Rooster Espresso.  

“About two years ago, I was almost ready to give up,” Potts revealed, describing the journey from local success to national retail presence. Major retailers, including Target, Whole Foods Global, and Amazon, now carry her products.

Sampson said Celzo Agua Fresco continues gaining market velocity and has landed several key accounts, such as the Viceroy Snowmass Hotel in Aspen, Colorado. Celzo Agua Fresca is a lightly sparkling, vitamin-infused soda alternative low in calories and sugar. Its flavors include strawberry hibiscus mint, spicy tamarind, and lemon ginger basil. It contains B-12, L-theanine, and antioxidants.

The discussion highlighted a persistent funding gap facing women entrepreneurs in the CPG space. Unlike their male counterparts, who often receive pre-revenue funding, women founders must demonstrate significant revenue – often up to $1 million – before securing their first investment checks.

Innovation in retail partnerships emerged as a key theme. HEB’s Smith emphasized the importance of focused innovation and clear communication in retail alliances.

She noted that “Understanding the one thing they’re great at” is crucial when evaluating new products and partnerships. Smith cautioned against companies claiming expertise in too many areas.

The panelists also addressed the critical challenge of maintaining shelf presence once products secure retail placement. “It’s one thing to get on the shelf and another to get off the shelf,”,  Potts said, emphasizing the importance of product velocity and consumer engagement.

Emerging trends in the industry include:

  • Increased focus on data-driven decision making
  • Evolution of retail partnerships and innovation centers
  • Growing importance of authentic brand storytelling
  • Rise of alternative distribution channels beyond traditional retail

The speakers highlighted innovative approaches to market entry, including partnerships with sports venues, hotels, and restaurant chains—strategies that often yield better margins and more direct consumer relationships than traditional retail channels.

Technology integration emerged as another crucial factor in the industry’s evolution. Retailers increasingly focus on computer vision, checkout solutions, and advanced product development tools to stay competitive in a rapidly changing market.

Despite the challenges, the panelists expressed optimism about the future of CPG, particularly for entrepreneurs willing to embrace innovation and build strong relationships across the industry. The discussion emphasized that success in modern CPG requires excellent products and strategic thinking about distribution, partnerships, and consumer engagement.

“The industry continues to evolve,” Wynne Ressler said, highlighting the shift from farmers’ market origins to professional retail presence and the growing emphasis on “better for you” products and technological integration.

As the CPG industry continues its transformation, these women leaders demonstrate that success comes from creating innovative products and building sustainable businesses that adapt to changing consumer preferences and retail environments. Their experiences suggest that while the path to success in CPG remains challenging, particularly for women entrepreneurs, new opportunities are emerging for those who can combine product innovation with strategic business acumen.