This founder's background in design, along with other CPG endeavors, primed him to create an innovative, better-for-you snack brand fueled by cauliflower.
Nostalgic snacking is in. Food and beverage startups are giving childhood classics a refresh, with better-for-you ingredients, clean brand design and bold flavors.
Meet CauliPuffs – the brainchild of Joey Rosa. These delicious cauliflower-based puffed snacks are gluten free, non-GMO and made with super simple ingredients (yay avocado oil!). Current flavors include Honey BBQ, White Cheddar, Habanero Ranch and a Vegan Salt & Pepper.
We spoke with Joey to learn a bit more about his background in design and CPG, the intersection of the two, the inspiration for the brand, challenges navigating the industry, his advice for other food & beverage founders and more. Grab a snack and read on.
Over the past two decades, my career has revolved around F&B packaging and brand design right in the heart of New York City. I graduated from FIT’s packaging design BFA program back in the mid 2000’s and then eventually went on to work for some of the premier branding agencies in the city. In the 2010’s I started my own digital branding agency, Pollen Brands, with my business partner John Natoli. I ended up returning to FIT as an adjunct professor in the same packaging design program that I attended in college. I loved teaching the students and can’t say enough great things about this program, formerly led by Marianne Klimchuk and now Sandy Krasovec.
Throughout my design journey, I've had the pleasure of working with both Fortune 500 giants and scrappy emerging brands, learning invaluable lessons from the passionate founders and organizations I've collaborated with.
What experience do you have in CPG?
From 2019 to 2022, I stepped into the roles of co-owner and creative director at Mezcla, a rapidly ascending brand in the plant-based protein bar market in the United States. Additionally, I ventured into the world of Loncaro, a purpose-driven Long Drink from Finland. Meanwhile, my former NYC agency, Pollen, evolved into Matterful Brands, which my colleague John and I still oversee. Our dedicated staff has admirably assumed senior roles, capably managing the day-to-day operations.
After many years of designing and directing for clients, I made a bold decision in 2023 to take a leap of faith and embark on the journey of creating a product of my own, with the support of my family by my side.
Where did the inspiration for the brand come from?
After moving from NYC to Central Coast California with my wife, Thai Lan, and our two lovely daughters, I took on the role of preparing their morning meals. I noticed that they were picky eaters, and there was a lack of healthy snacks they truly enjoyed. Inspired by our new surroundings and my background as a food designer, we decided to create CauliPuffs, which is a delicious gluten free snack that was inspired by our hometown hero, Cauliflower!
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I'm inspired by the food entrepreneurs who take the leap to follow their passion. The food industry is tough but seeing others push through and succeed is really uplifting.
What have been the challenges of navigating the CPG industry?
What’s that old saying, hope for the best, plan for the worst? You really need to be prepared for EVERYTHING. Food founders need to be organized, resilient, quick and nimble. Triple check everything and have a back-up plan in place. While I could go on for days about the hurdles, I've come to accept that they're just part and parcel of running a food startup.
One thing I can gripe about is that logistics can also be a real headache. There have been several times when we've scheduled pick-ups (from reputable shipping companies) and they simply didn't show up.
What impact has the current economy had on the brand?
Money is undeniably scarce in the current economic climate. However, we're grateful to have a remarkable team of friends and family investors who wholeheartedly believe in both our brand and our team. We recently launched in September 2023, which, thankfully, spared us from the COVID-related supply chain issues. Nonetheless, everyone in this industry is eagerly anticipating the next few months, holding their breath to see what the future holds.
As a founder, what do you do to take care of your health - both physical and mental?
Not enough to be honest. With 2 young kids and the pressure of making CauliPuffs successful, I need to find more time to invest in my health. Before 2023, I was doing a lot of scuba diving in Monterey, and it was the perfect escape for me. I’d like to find more time to get back into the ocean again.
It’s a marathon AND a sprint so be prepared for a wild journey.
What advice do you have for early-stage entrepreneurs?
It’s a marathon AND a sprint so be prepared for a wild journey. You’re going to need thick skin, mental and physical endurance, a strong support system and a lot more money! But that said, being an early-stage entrepreneur is one of the best jobs in the world; there’s nothing else I’d rather be doing than running CauliPuffs and sharing our brand with others.
What foods do you always have in your cupboards/fridge?
Here in Salinas / Monterey, we’re surrounded by countless farms and family-owned shops, so our fridge is always stocked with tons of fresh fruits, veggies, eggs, wild-caught seafood, etc.
When it comes to brands, I make a conscious effort to support and purchase products that are from local businesses or from brands I've designed for in the past. I’m also passionate about supporting fellow food entrepreneurs who are shaping emerging brands. Whether it's Mezcla, Love Beets, Ben & Jerry's, Lebby, Amayu, Two Good from Danone, or virtually any brand I choose, there's a personal connection or a story behind each one that resonates with me.
What are some other brands you think are killing it? Anything from social media to community to growth.
There are so many brands out there doing incredible things but I have to show big love to Griff at Mezcla and my guys, Troy and Winnie, over there at Sauz who are about to change the sauce game.
And even though it’s not necessarily a F&B brand per se, I love what Wonderkind is building over there in Austin. The community, spirit and enthusiasm associated with all of their projects is inspiring (editor note: we agree!).
What are your goals for 2024?
Our primary focus centers around going deep in California and other West Coast regions. Fortunately, the reception for our product has been incredibly positive, and we've witnessed strong sales velocity across all the retailers we partnered with during our launch.
As we move into the first quarter of 2024, we have ambitious plans to collaborate with prestigious chains, and we're in the final stages of developing a club SKU.
Currently, our portfolio features four flavors, and we're excited to announce that by spring next year, we'll be introducing two more exciting vegan flavors to our lineup!
Follow Caulipuffs on IG here and connect with Joey on LinkedIn.
Nostalgic snacking is in. Food and beverage startups are giving childhood classics a refresh, with better-for-you ingredients, clean brand design and bold flavors.
Meet CauliPuffs – the brainchild of Joey Rosa. These delicious cauliflower-based puffed snacks are gluten free, non-GMO and made with super simple ingredients (yay avocado oil!). Current flavors include Honey BBQ, White Cheddar, Habanero Ranch and a Vegan Salt & Pepper.
We spoke with Joey to learn a bit more about his background in design and CPG, the intersection of the two, the inspiration for the brand, challenges navigating the industry, his advice for other food & beverage founders and more. Grab a snack and read on.
Over the past two decades, my career has revolved around F&B packaging and brand design right in the heart of New York City. I graduated from FIT’s packaging design BFA program back in the mid 2000’s and then eventually went on to work for some of the premier branding agencies in the city. In the 2010’s I started my own digital branding agency, Pollen Brands, with my business partner John Natoli. I ended up returning to FIT as an adjunct professor in the same packaging design program that I attended in college. I loved teaching the students and can’t say enough great things about this program, formerly led by Marianne Klimchuk and now Sandy Krasovec.
Throughout my design journey, I've had the pleasure of working with both Fortune 500 giants and scrappy emerging brands, learning invaluable lessons from the passionate founders and organizations I've collaborated with.
What experience do you have in CPG?
From 2019 to 2022, I stepped into the roles of co-owner and creative director at Mezcla, a rapidly ascending brand in the plant-based protein bar market in the United States. Additionally, I ventured into the world of Loncaro, a purpose-driven Long Drink from Finland. Meanwhile, my former NYC agency, Pollen, evolved into Matterful Brands, which my colleague John and I still oversee. Our dedicated staff has admirably assumed senior roles, capably managing the day-to-day operations.
After many years of designing and directing for clients, I made a bold decision in 2023 to take a leap of faith and embark on the journey of creating a product of my own, with the support of my family by my side.
Where did the inspiration for the brand come from?
After moving from NYC to Central Coast California with my wife, Thai Lan, and our two lovely daughters, I took on the role of preparing their morning meals. I noticed that they were picky eaters, and there was a lack of healthy snacks they truly enjoyed. Inspired by our new surroundings and my background as a food designer, we decided to create CauliPuffs, which is a delicious gluten free snack that was inspired by our hometown hero, Cauliflower!
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I'm inspired by the food entrepreneurs who take the leap to follow their passion. The food industry is tough but seeing others push through and succeed is really uplifting.
What have been the challenges of navigating the CPG industry?
What’s that old saying, hope for the best, plan for the worst? You really need to be prepared for EVERYTHING. Food founders need to be organized, resilient, quick and nimble. Triple check everything and have a back-up plan in place. While I could go on for days about the hurdles, I've come to accept that they're just part and parcel of running a food startup.
One thing I can gripe about is that logistics can also be a real headache. There have been several times when we've scheduled pick-ups (from reputable shipping companies) and they simply didn't show up.
What impact has the current economy had on the brand?
Money is undeniably scarce in the current economic climate. However, we're grateful to have a remarkable team of friends and family investors who wholeheartedly believe in both our brand and our team. We recently launched in September 2023, which, thankfully, spared us from the COVID-related supply chain issues. Nonetheless, everyone in this industry is eagerly anticipating the next few months, holding their breath to see what the future holds.
As a founder, what do you do to take care of your health - both physical and mental?
Not enough to be honest. With 2 young kids and the pressure of making CauliPuffs successful, I need to find more time to invest in my health. Before 2023, I was doing a lot of scuba diving in Monterey, and it was the perfect escape for me. I’d like to find more time to get back into the ocean again.
It’s a marathon AND a sprint so be prepared for a wild journey.
What advice do you have for early-stage entrepreneurs?
It’s a marathon AND a sprint so be prepared for a wild journey. You’re going to need thick skin, mental and physical endurance, a strong support system and a lot more money! But that said, being an early-stage entrepreneur is one of the best jobs in the world; there’s nothing else I’d rather be doing than running CauliPuffs and sharing our brand with others.
What foods do you always have in your cupboards/fridge?
Here in Salinas / Monterey, we’re surrounded by countless farms and family-owned shops, so our fridge is always stocked with tons of fresh fruits, veggies, eggs, wild-caught seafood, etc.
When it comes to brands, I make a conscious effort to support and purchase products that are from local businesses or from brands I've designed for in the past. I’m also passionate about supporting fellow food entrepreneurs who are shaping emerging brands. Whether it's Mezcla, Love Beets, Ben & Jerry's, Lebby, Amayu, Two Good from Danone, or virtually any brand I choose, there's a personal connection or a story behind each one that resonates with me.
What are some other brands you think are killing it? Anything from social media to community to growth.
There are so many brands out there doing incredible things but I have to show big love to Griff at Mezcla and my guys, Troy and Winnie, over there at Sauz who are about to change the sauce game.
And even though it’s not necessarily a F&B brand per se, I love what Wonderkind is building over there in Austin. The community, spirit and enthusiasm associated with all of their projects is inspiring (editor note: we agree!).
What are your goals for 2024?
Our primary focus centers around going deep in California and other West Coast regions. Fortunately, the reception for our product has been incredibly positive, and we've witnessed strong sales velocity across all the retailers we partnered with during our launch.
As we move into the first quarter of 2024, we have ambitious plans to collaborate with prestigious chains, and we're in the final stages of developing a club SKU.
Currently, our portfolio features four flavors, and we're excited to announce that by spring next year, we'll be introducing two more exciting vegan flavors to our lineup!
Follow Caulipuffs on IG here and connect with Joey on LinkedIn.
Nostalgic snacking is in. Food and beverage startups are giving childhood classics a refresh, with better-for-you ingredients, clean brand design and bold flavors.
Meet CauliPuffs – the brainchild of Joey Rosa. These delicious cauliflower-based puffed snacks are gluten free, non-GMO and made with super simple ingredients (yay avocado oil!). Current flavors include Honey BBQ, White Cheddar, Habanero Ranch and a Vegan Salt & Pepper.
We spoke with Joey to learn a bit more about his background in design and CPG, the intersection of the two, the inspiration for the brand, challenges navigating the industry, his advice for other food & beverage founders and more. Grab a snack and read on.
Over the past two decades, my career has revolved around F&B packaging and brand design right in the heart of New York City. I graduated from FIT’s packaging design BFA program back in the mid 2000’s and then eventually went on to work for some of the premier branding agencies in the city. In the 2010’s I started my own digital branding agency, Pollen Brands, with my business partner John Natoli. I ended up returning to FIT as an adjunct professor in the same packaging design program that I attended in college. I loved teaching the students and can’t say enough great things about this program, formerly led by Marianne Klimchuk and now Sandy Krasovec.
Throughout my design journey, I've had the pleasure of working with both Fortune 500 giants and scrappy emerging brands, learning invaluable lessons from the passionate founders and organizations I've collaborated with.
What experience do you have in CPG?
From 2019 to 2022, I stepped into the roles of co-owner and creative director at Mezcla, a rapidly ascending brand in the plant-based protein bar market in the United States. Additionally, I ventured into the world of Loncaro, a purpose-driven Long Drink from Finland. Meanwhile, my former NYC agency, Pollen, evolved into Matterful Brands, which my colleague John and I still oversee. Our dedicated staff has admirably assumed senior roles, capably managing the day-to-day operations.
After many years of designing and directing for clients, I made a bold decision in 2023 to take a leap of faith and embark on the journey of creating a product of my own, with the support of my family by my side.
Where did the inspiration for the brand come from?
After moving from NYC to Central Coast California with my wife, Thai Lan, and our two lovely daughters, I took on the role of preparing their morning meals. I noticed that they were picky eaters, and there was a lack of healthy snacks they truly enjoyed. Inspired by our new surroundings and my background as a food designer, we decided to create CauliPuffs, which is a delicious gluten free snack that was inspired by our hometown hero, Cauliflower!
Who in the industry do you turn to for inspiration? Any other brands in the industry that you admire?
I'm inspired by the food entrepreneurs who take the leap to follow their passion. The food industry is tough but seeing others push through and succeed is really uplifting.
What have been the challenges of navigating the CPG industry?
What’s that old saying, hope for the best, plan for the worst? You really need to be prepared for EVERYTHING. Food founders need to be organized, resilient, quick and nimble. Triple check everything and have a back-up plan in place. While I could go on for days about the hurdles, I've come to accept that they're just part and parcel of running a food startup.
One thing I can gripe about is that logistics can also be a real headache. There have been several times when we've scheduled pick-ups (from reputable shipping companies) and they simply didn't show up.
What impact has the current economy had on the brand?
Money is undeniably scarce in the current economic climate. However, we're grateful to have a remarkable team of friends and family investors who wholeheartedly believe in both our brand and our team. We recently launched in September 2023, which, thankfully, spared us from the COVID-related supply chain issues. Nonetheless, everyone in this industry is eagerly anticipating the next few months, holding their breath to see what the future holds.
As a founder, what do you do to take care of your health - both physical and mental?
Not enough to be honest. With 2 young kids and the pressure of making CauliPuffs successful, I need to find more time to invest in my health. Before 2023, I was doing a lot of scuba diving in Monterey, and it was the perfect escape for me. I’d like to find more time to get back into the ocean again.
It’s a marathon AND a sprint so be prepared for a wild journey.
What advice do you have for early-stage entrepreneurs?
It’s a marathon AND a sprint so be prepared for a wild journey. You’re going to need thick skin, mental and physical endurance, a strong support system and a lot more money! But that said, being an early-stage entrepreneur is one of the best jobs in the world; there’s nothing else I’d rather be doing than running CauliPuffs and sharing our brand with others.
What foods do you always have in your cupboards/fridge?
Here in Salinas / Monterey, we’re surrounded by countless farms and family-owned shops, so our fridge is always stocked with tons of fresh fruits, veggies, eggs, wild-caught seafood, etc.
When it comes to brands, I make a conscious effort to support and purchase products that are from local businesses or from brands I've designed for in the past. I’m also passionate about supporting fellow food entrepreneurs who are shaping emerging brands. Whether it's Mezcla, Love Beets, Ben & Jerry's, Lebby, Amayu, Two Good from Danone, or virtually any brand I choose, there's a personal connection or a story behind each one that resonates with me.
What are some other brands you think are killing it? Anything from social media to community to growth.
There are so many brands out there doing incredible things but I have to show big love to Griff at Mezcla and my guys, Troy and Winnie, over there at Sauz who are about to change the sauce game.
And even though it’s not necessarily a F&B brand per se, I love what Wonderkind is building over there in Austin. The community, spirit and enthusiasm associated with all of their projects is inspiring (editor note: we agree!).
What are your goals for 2024?
Our primary focus centers around going deep in California and other West Coast regions. Fortunately, the reception for our product has been incredibly positive, and we've witnessed strong sales velocity across all the retailers we partnered with during our launch.
As we move into the first quarter of 2024, we have ambitious plans to collaborate with prestigious chains, and we're in the final stages of developing a club SKU.
Currently, our portfolio features four flavors, and we're excited to announce that by spring next year, we'll be introducing two more exciting vegan flavors to our lineup!
Follow Caulipuffs on IG here and connect with Joey on LinkedIn.
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