93 | Why This CPG Founder Partnered with a Co-Man: Building a Brand You Actually Control

Most CPG brands outsource manufacturing and hope for the best. Max Cunningham took a different approach. After struggling to quit tobacco himself, Max founded Sesh to create the nicotine pouch he wished existed. Instead of relying entirely on a traditional co-man, he partnered with a manufacturer, invested in his own production equipment, and took greater control over how his products are made, all while keeping manufacturing in the U.S. In this episode, Max shares why he made that unconventional decision, what it means for quality, innovation, and growth, and the lessons every CPG founder can learn about balancing ownership, flexibility, and scale. Learn more about Sesh+: https://seshproducts.com/ Connect with Max: https://www.linkedin.com/in/max-cunningham-ba8bb810/ Connect with Zipline Logistics: https://linktr.ee/ziplinelogistics Chapters (00:00:00) - CPG Shippers: Waiting for Orders(00:00:46) - Zipline Logistics Podcast(00:01:24) - SESH CEO Max Payne on Vaping and the Future(00:04:49) - Sen. John McCain on the Year 94(00:05:03) - Intoxicating Nicotine Pouches Manufacturing Partner(00:08:00) - Benefits of a Contract Manufacturer(00:11:01) - Have You Had Any Challenges Scaling Your Business?(00:13:46) - Sesh(00:14:50) - Sesh Products: Going Public With Their Secret Ingredients