Building a Packaged Food Brand: An Introduction to CPG
Monday, September 28, 2026 | 5:00pm – 6:15pm ET Via Zoom
Ever wondered what it takes to bring a consumer packaged goods (CPG) product to market? Whether you're launching a specialty cookie, snack mix, or another shelf-stable product, building a successful CPG brand can create new revenue streams, expand your customer base, and open doors to new sales channels.
Join Laurie Ellen Pellicano as she shares how she transformed her handcrafted shortbread and savory snacks into a successful CPG business. Drawing from her own experience, including her background in high-volume bakery production, food styling and recipe development, she'll discuss the key decisions involved in developing a market-ready product, building a recognizable brand, and choosing the right path to market.
You'll hear about how to:
Whether you're launching your first packaged product or considering adding a CPG line to your bakery, you'll leave with practical insights for bringing your ideas to market and building new revenue streams. Bring your questions for Laurie Ellen.
About Your Instructor
Laurie Ellen Pellicano is the founder of Laurie Ellen, a small-batch shortbread and savory snacks company based in Crown Heights, Brooklyn. With nearly 20 years of professional baking experience, including a former role as head pastry chef at Tartine in San Francisco, she brings a career baker's perspective to building a product business from the ground up. Laurie Ellen has won three Good Food Awards and been featured in New York Magazine, The Strategist, Vogue, and Wirecutter, which called the brand's Everything Cheddar Crackers "the perfect savory snack." Laurie's recipes and writing have appeared in the New York Times, Epicurious, and Food & Wine, and she was recognized as a Zagat 30 Under 30 honoree.
Photos of Laurie Ellen by Aya Brackett
Craft • Culture • Careers• Community
