Leading With Heart: Why Founders Like These Keep CPG Moving Forward

This week, I had the privilege of connecting with two incredible founders—Josh Grinberg of Plainfield and Nicole Beck Januario of Artie Bars—whose stories reminded me why I started Someday Ventures in the first place.

Josh is building a lactose-free cottage cheese brand rooted in health, simplicity, and inclusivity. What started as a college capstone project quickly became a mission—bringing a clean, craveable, and digestible option to a category that’s been stagnant for far too long.

Nicole and her partner Artie are the founders of Artie Bars, a brand that caught national attention after a Wall Street Journal feature helped them blow past their 2024 revenue goal in just three days. They’ve built a cult following with a product that lives at the intersection of indulgence and functionality—all without cutting corners on quality or voice.

But here’s what stood out: their leadership.

Neither Josh nor Nicole came into this space with decades of CPG experience. But what they do have is clarity of vision, a deep sense of ownership, and an unshakable belief in what they’re building. They ask sharp questions, stay deeply connected to their customer, and lead with humility and drive.

In a world of institutional brands and VC-backed ventures, founders like Josh and Nicole stand out. Their passion was clear in both of my conversations with them—they’re not just building products, they’re building something they truly believe in. That kind of authentic drive is what keeps the industry fresh and exciting.

At Someday Ventures, these are the people we show up for. Because when the right leadership is in place, great products become great brands—and great brands have the power to shift culture.

If you want to be inspired by what’s possible in CPG, do yourself a favor and check out Plainfield and Artie Bars. Follow their journeys—you’ll be glad you did.