# CPG-Startup Supporting Campaigns 'The Pop Up Grocer Fund' Supports Small Upcoming CPG Brands By Colin Smith | Published 2022-02-01 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/the-pop-up-grocer-fund References: [foodbusinessnews.net](https://www.foodbusinessnews.net/articles/20507-pop-up-grocer-seeking-to-support-startups) & [popupgrocer.co](https://www.popupgrocer.co/the-fund/?a)  'Pop Up Grocer,' the United States-based consumer-packaged-goods ([CPG](https://www.trendhunter.com/trends/accelerator-program1)) store that sells trending, viral products from the internet, has debuted 'The Pop Up Grocer Fund' to support [upcoming CPG brands](https://www.trendhunter.com/trends/brands-with-heart). The fund primarily targets startups in the CPG industry in order to accelerate the development of the company through donating to the company and selling its goods in Pop Up Grocer locations. Startups who are accepted into the fund are given 5% of Pop Up Grocer's in-store sales for a certain amount of time. In addition to this, Pop Up Grocer will help market and sell the startup's goods. The first recipient of the fund is 'Gwell,' an [energy bites brand](https://www.trendhunter.com/trends/gorgie-x-gopuff) founded by 'Fawziyaa Sugai,' a natural workaholic who needed an alternative to energy drinks. Image Credit: Pop Up Grocer ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 56% | Activity: 64% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **CPG Fundraising:** The Pop Up Grocer Fund exemplifies using a retail store to give fundraising opportunities that boosts small CPG startups without going into debt. - **Retail Incubation:** The Pop Up Grocer Fund creates an incubation ecosystem that stimulates and nurtures the growth of emerging CPG brands. - **Brand Collaborations:** Pop Up Grocer connects small CPG startups to their pre-established customer base, increases trust and credibility, and elevates the brand's visibility. ### Where This Applies - **CPG Industry:** Using The Pop Up Grocer Fund could be an opportunity for CPG startups to grow and compete with existing established brands in the industry. - **Retail Industry:** Retailers can collaborate with CPG startups and provide them with industry knowledge, seed funding, and marketing assistance to create a sustainable platform for profitable partnerships. - **Food and Beverage Industry:** Pop Up Grocer's decision to target the food and beverage niche shows other industry players how partnering and funding emerging startups can contribute to the growth of the sector and stimulate innovation. ## Related on Trend Hunter - [CPG Goods-Focused Initiatives](https://www.trendhunter.com/trends/accelerator-program1.md) - [CPG-Focused Innovation Launchpads](https://www.trendhunter.com/trends/innovation-launchpad.md) - [CPG-Focused Service-For-Equity Models](https://www.trendhunter.com/trends/crave-ventures.md) - [Emerging Food Brand Apps](https://www.trendhunter.com/trends/emerging-food-brand.md) - [Entrepreneur-Supporting Programs](https://www.trendhunter.com/trends/doordash-accelerator.md) - [Stylish Soda Pop-Ups](https://www.trendhunter.com/trends/poppi-world.md) - [Hispanic-Focused Business Opportunities](https://www.trendhunter.com/trends/greenhouse-accelerator-program.md) - [Nutrition Brand Investment Rounds](https://www.trendhunter.com/trends/squared-circles.md) - [Canadian Entrepreneur-Focused Marketplaces](https://www.trendhunter.com/trends/canadian-entrepreneur.md)