SETBACKS are the LESSONS- Shredder Cheddar, packed adventure

Meg Hull
4 days ago
4 min read

Trail Talk #26

I welcome May as a fresh start because it's my birthday month.

For the past two years, the month leading up to my birthday has felt overwhelming and emotional. I think a lot of it comes from the expectations I put on myself as I get older and where I think I "should" be by now. Ironically, things always seem to get better once my birthday passes. The celebrations continue, the pressure eases, and life starts flowing again.

As I shared in Trail Talk #25, April brought a lot of challenges. It was the month my production batch was discarded by my co-packer, leaving Shredder Cheddar with extremely low inventory. Customers are waiting, sales have slowed significantly, and suddenly my focus narrowed to one thing:

Fix this as fast as possible and don't lose momentum.

Everything else had to be recalibrated. Marketing, PR, engagement, retailer support—all important, but none of it matters if there isn't product on the shelf. Finding a new co-packer became priority number one.

I knew from experience that finding the right manufacturing partner for such a unique product would not be easy. It felt overwhelming at times, but I stayed focused. I used every resource available and started the search.

I reached out to a Florida-based manufacturing consulting group, and they told me that what I experienced with my previous co-packer is, unfortunately, very common for small businesses in their early stages. Hearing that was validating. It reminded me that this wasn't just happening to me.

In some ways, it made me push even harder.

That conversation led me back to an Oregon co-packer I had originally hoped to work with. From what I've learned, having two co-packers can be beneficial for logistics and distribution, so I reopened that discussion.

Around the same time, I posted in the StartUp CPG Slack community describing the type of co-packer I needed for Shredder Cheddar. I also joined PartnerSlate and was prepared to take the bull by the horns and do whatever was necessary to solve this problem.

What happened next surprised me.

Within 24 hours of posting in StartUp CPG, I canceled my PartnerSlate subscription because I received a direct message from a co-packer in Mobile, Alabama—just one hour from Pensacola. They believed they had exactly what I needed.

The conversation started immediately, and only a few days later I was touring their manufacturing facility.

I still can't believe how quickly it all happened.

I'm not putting all my eggs in one basket, but I'm hopeful. Very hopeful.

Our pilot run is approaching, and I'm asking you to keep Hull-some Foods in your thoughts. Visualize Shredder Cheddar flowing into pouches and back into your hands. I need that vision right now.

I still hope to work with both co-packers eventually. For now, I'm focused on one thing at a time: getting product back into production as quickly as possible.

The exciting part is that the connections keep getting better.

This potential co-packer is located in Mobile, and so are some of my retailers. Fleet Feet Mobile is practically down the street from the facility. @FleetFeetMobile

Think about that convenience.

No shipping. No freight coordination. Just drive an hour, pick up production, and deliver directly to retailers.

In my eyes, it couldn't get much better than that.

Please keep this momentum going.

I won't sugarcoat it—these production delays have created financial strain. Having a product people want but not having enough inventory to sell is challenging on every level.

Still, every expense has become a lesson.

When things feel overwhelming, I remind myself of something simple:

Control what you can control.

I repeat that to myself often.

I have incredible people around me who continue to support this journey and help me keep climbing. I appreciate every one of you.

If you'd like to help support Hull-some Foods during this transition, I would be grateful for a contribution to our GoFundMe. Manufacturing transitions are expensive, and every donation helps move Shredder Cheddar closer to full production.

It takes a village to do big, out-of-the-box things.

We're in this together.

GoFundMe:https://gofund.me/34874ee48

Believe it or not, that manufacturing visit was my first trip to Mobile.

Even though it's only an hour from Pensacola, it feels like a completely different place.

After touring the facility, I stopped by Fleet Feet Mobile to see Shredder Cheddar on the shelves. I may be biased, but they displayed it beautifully—front and center.

From there, I headed to Iron Hand Brewing for a Fleet Feet run club and my first running tour of the city.

The group was incredibly welcoming and shared information about several other local running communities. Once the run started, I settled into my usual strategy—push hard and stay just behind the leader.

I just wanted to make sure I didn't get lost in a city I'd never run in before.

The effort was worth it.

I got to experience Mobile's architecture, meet new runners, and hear their stories. Most importantly, I had the chance to talk with people who had tried Shredder Cheddar.

The feedback was encouraging.

Many of them saw the value of a savory option for fuel and recovery and appreciated having something different from the typical sweet snacks available to athletes.

Another interesting moment happened when I finally sat down to continue my application for WBE certification.

As I was working through the paperwork, I discovered my business registration was due for renewal.

Some things slip through the cracks when you're juggling everything, but thankfully I caught it just in time.

Hull-some Foods is officially renewed and ready to keep moving forward.

My mentors continue to challenge me to think bigger, move faster, and dream beyond what feels comfortable.

And that's exactly what I intend to do.

I won't stop until Shredder Cheddar is in the hands of athletes all across the country.

For now, you can find Shredder Cheddar OGEEZ—our sharp, creamy cheese blend—at Fleet Feet Mobile, Fleet Feet Pensacola, Trek Bikes, and soon, many more locations.

We've got this.

We don't give up.

We keep pushing beyond our comfort zones.

Come join the adventure.

Thank you for your support!