The nine startup companies that presented at the Startup Stampede in Durham Monday included companies developing and selling consumer products, salad dressing, pasta sauce, clothing, toys, cosmetics, and alcohol. Yet they all had a technology component.

“Our view is that more and more, every company is a technology company,” said Adam Klien, director of strategy across Capitol Broadcasting Company (CBC). The American Underground, which hosted the Startup Stampede at the Full Frame Theater at the AU campus, is owned by  CBC.

“That belief is what sparked our vision for the Startup Stampede incubator program for consumer product companies. We spent the last two months with these nine startups using all the tech and digital marketing expertise in the Triangle, but applying them to a more traditional category like CPG. We think a tech forward approach for these companies will give them a big advantage and a chance to scale in a powerful way.”

The founders and CEOs of the nine startups all noted their use of social media to connect with customers and influencers ranging from mommy bloggers to foodies. Many of the startups also used the online fund-raising platform, Kickstarter, to evaluate interest and initially finance their products.

Another similarity, however, was the notable personal and social consciousness-raising aspects many founders have to their products.

Founders show social awareness and personal connections

Niki Viulaas Boas, a high school sophomore and competitive swimmer and swim teammate Becca Segal, the founders of Raleigh-based Wotter, a finalist in the competition, are designing swimwear aimed specifically at women to “Validate girls with gear that makes them feel confident and comfortable.”

Niki Viulaas Boas, right, a high school sophomore and competitive swimmer and swim teammate Becca Segal, left, the founders of Raleigh-based Wotter. Copyright Capitol Broadcasting Co., All Rights Reserved.

Both girls said the sport of swim has been instrumental in their own development and want to foster that feeling for other girl swimmers, something they feel current, conventional swimwear does not do. The unisex swim parka many competitors now wear, for instance, “Looks like a garbage bag,” said Segal.

Descalza, also based in Raleigh and founded by Lisbeth Carolina, who came to America as a child from San Salvador, blends the vivid colors and artisan fabrics of Latin America with manufacturing in North Carolina. “We are proud of where we are from and the vibrant colors who make us who we are, Carolina said. “That’s why we started a clothing brand that connects us to our Madre Patria (motherland).

Lisbeth Carolina, far left, of Descalza, one of three finalists at the Startup Stampede. Left to right: Winner, Yelitsa Jean-Charles, Becca Segal and Niki Viulaas Boas, of Wotter.
Copyright Capitol Broadcasting Co. All rights reserved.

The company is making its clothing in Morganton, Sanford, and Burlington and was also a finalist in the competition.

A Lithuanian liqueur, and a need to eat better

Durham-based Brothers Vilgalys makes a number of craft liquors, but started with a Lithuanian spiced honey 80-proof beverage called Krupnikas. It started as a family recipe they made on their stovetop at home and shared with friends.

They make it in in a small production space in downtown Durham from whole spices and North Carolina wildflower honey. We sampled its delicate flavor. They now make several other liqueurs. They are highly active on the popular social media service, Instagram. Their products are sold in NC ABC stores, and many other states up and down the East Coast.

Tracy’s Gourmet, based in Morrisville, started because its founder, Tracy Scott, weighed 257 pounds back in 2005 and her family had a history of heart disease. This led her to seek a better way to eat, such as by eating more salads.

Tracy’s salad dressings on display at the pop up store following the Startup Stampede. Copyright Capitol Broadcasting Co., All rights reserved.

She found, however, that dressings she liked had ingredients that negated her healthy food approach. Eventually, she launched her own gourmet specialty food line to cater to people who want to eat better without sacrificing great tasting food.

Since then, her company was a 2018 NC IDEA Labs Business Accelerator Fall Cohort Fellow. She told Startup Stampede she has sold 60,000 bottles of her salad dressings.

Durham-based Fillaree makes environmentally friendly small batch liquid soap, focusing on refill services for consumers and businesses who want to reduce their waste.

The company that won the competition and $100,000 in marketing services from McKinney, Healthy Roots, makes dolls to help promote a positive self-image among girls of color. It raised $50,000 via a Kickstarter campaign originally aimed at $30,000. WRAL Techwire profiled Healthy Roots following the event.