Aaron Falber

 |  May 30, 2024

Founder of Rooster & Lark. During that time grew distribution to 700 stores with distribution through UNFI and KEHE. Had no employees outside part-time manufacturing help. Have direct experience with manufacturing, inventory management, marketing, logistics, distributor management and sales. Closed in March 2020 due to low margins and high costs associated with scaling in grocery. Outside of that, Have spent my whole career in CPG. Started with EJ Gallo Winery as DSD sales rep, and after closing my business I worked freelance inventory management and digital marketing, supply chain as Cappello’s Gluten Free, and am now a customer facing supply chain manager at Danone.

What area(s) of focus would you most like to address with your mentees?

Supply Chain, Inventory Management, Sales, Fundraising, Marketing.

How do you plan to structure your monthly meetings?

I prefer to be prepared. Would have designated topics with some info to discuss on each from my experience. Would also ask that Mentees come prepared with relevant docs or info from their business to discuss. Each session would have a pre-determined topic so folks have time to prepare and think about what they want to discuss. Would also allow time for free-flowing conversation/round table and make sure participants are driving the topics that we discuss.

Finally, who would be an ideal mentee for you in this program, given your areas of expertise and experience?

I have experience as a founder at a farmers market all the way through retail distribution and more complex operations. Additionally I have worked at VC funded startup (Cappello’s Gluten Free) and big CPG (Gallo and Danone). I would be willing to support a founder at any stage along this journey.