BeyondCPG Expands Nationally to Tackle CPG Scaling Crisis

NEW YORK, NY – May 14, 2026 – After six years of cultivating consumer brands within the competitive confines of New York City, the operator-led platform BeyondCPG is taking its model national. The organization has officially opened applications for its seventh cohort, "Track 7," inviting food, beverage, and wellness brands from across the country to apply for a program designed to bridge the perilous gap between creating a product and achieving national scale.

The expansion comes at a critical juncture for the consumer-packaged goods (CPG) industry. Emerging brands, once the darlings of venture capital, now face a harsh economic climate, intense competition for shelf space, and fragmented distribution networks that can stifle growth before it truly begins. BeyondCPG’s move signals a strategic response to a market that is demanding more than just capital; it's demanding a clear path to the customer.

A Crowded Shelf and a Shrinking Wallet

The challenges for today's CPG founders are stark. Early-stage venture capital funding for CPG brands has plummeted by approximately 60% from its 2021 peak, forcing many businesses to operate on leaner budgets. This capital crunch is compounded by a brutal retail environment. High inflation has made retailers more selective and consumers more price-conscious, while the number of new CPG product launches has fallen by nearly 70% since 2021 highs.

Gaining and maintaining a foothold in grocery stores is an expensive battle, requiring significant investment in promotions to prove product velocity. This pressure has pushed many brands toward direct-to-consumer models, yet the ultimate goal for most remains widespread retail presence. It's a landscape where getting a product on the shelf is only the first hurdle; keeping it there is a constant, costly struggle.

"We're seeing brands reach a point where velocity, placement, and partnerships matter more than exposure," said Eric Schnell, Co-Founder & CEO of BeyondBrands and BeyondCPG, in a recent announcement. This sentiment reflects a market-wide shift from brand-building hype to the cold, hard logistics of growth.

The 'Access Over Information' Model

In a landscape populated by incubators and accelerators offering mentorship and curriculum, BeyondCPG differentiates itself with a singular focus. "Brands don't need more information — they need access," Schnell stated, crystallizing the platform's core philosophy.

Unlike programs targeting nascent startups, BeyondCPG is designed for brands already "in motion," typically requiring at least $100,000 in revenue over the last 12 months. It forgoes a traditional, content-heavy syllabus in favor of becoming a direct conduit to decision-makers. The "operator-led" model connects founders with a curated network of seasoned executives, retail buyers, distributors, and investors who provide hands-on support in sales, marketing, and operations.

This model positions the platform as a scaling partner rather than an incubator. While accelerators like the pioneering SKU program in Austin have a storied history of launching successful brands like Siete Foods and EPIC Provisions from their early stages, BeyondCPG targets companies that have already found their product-market fit and now face the labyrinthine task of national expansion. The goal is to generate momentum not through lectures, but through strategic introductions and real-world partnerships.

From Local Success to National Stage

The platform's track record in New York provides a glimpse into its potential impact on a national scale. Alumni include a diverse set of "better-for-you" brands that have navigated the growth challenges of the modern market.

True Moringa, a wellness brand focused on moringa oil-based products, has leveraged its vertically integrated supply chain in Ghana to secure placement in retailers like Whole Foods. The company, which has raised nearly $4 million in funding, is a testament to how a mission-driven brand can achieve commercial success while maintaining a positive social impact.

The journey of Fabalish, a maker of plant-based foods from chickpeas and aquafaba, highlights the very volatility BeyondCPG aims to mitigate. After an initial discontinuation at a major natural grocery chain, the brand successfully pivoted to focus on online grocery and meal delivery services like Purple Carrot and Hungryroot, finding greater profitability and exposure. This kind of strategic redirection, often requiring deep industry knowledge and connections, is central to the platform's value proposition. Other past participants like Halfday Iced Tea and Gourmend further reflect the focus on high-growth, in-market companies.

The Pioneers Behind the Platform

The credibility of BeyondCPG is deeply rooted in the careers of its founders, Eric Schnell and Marci Zaroff, who are part of the broader BeyondBrands collective. Both are considered pioneers in the natural and organic products industry, with decades of experience building and scaling conscious consumer businesses.

Schnell co-founded Steaz, launching one of the first organic soft drinks and organic energy drinks in the early 2000s. His portfolio includes involvement with successful brands like GoodSam, Cool Beans, and the plant-based seafood company Good Catch.

Zaroff is a seminal figure in the sustainable lifestyle movement, having coined the term "ECOfashion" in 1995. She founded the sustainable brand Under the Canopy and was instrumental in bringing organic textiles to mainstream retailers like Target and Macy's. Her work was pivotal in developing global standards for organic and fair-trade textiles.

Their combined experience and extensive network form the foundation of the BeyondBrands ecosystem, which extends into spirits and sustainable fashion. This deep well of operational expertise is what underpins the "operator-led" promise, offering founders not just advice, but guidance from individuals who have successfully built brands from the ground up. As BeyondCPG opens its applications nationally with a July 1 deadline, it offers a proven blueprint for growth to a new, wider audience of ambitious founders ready to move beyond their local markets.