Founder + Funder: Anabel González, Founder of Good Bacteria and Hayden Williams, Partner of BrandProject

In this episode of the Startup CPG Podcast, host Hannah Dittman sits down with Anabel González, founder of Good Bacteria, and Hayden Williams, Partner at BrandProject, for the podcast's first-ever founder and funder episode—a behind-the-curtain look at what the investment process actually looks like from both sides of the table.Good Bacteria is the first rotating probiotic system delivering a new blend of prebiotics, probiotics, and a postbiotic each week. Dr. formulated with clinically studied ingredients, it's designed to expose your body to different microbes over time to build up gut resilience—a smarter, science-backed approach to gut health that actually fits into your daily routine. BrandProject is an early-stage consumer fund partnering with founders building standout consumer-first brands, investing pre-seed and seed with check sizes of $500K–$3M and a hands-on, operator-minded approach.Anabel shares how a postpartum healing journey led her to a Johns Hopkins doctor via cold LinkedIn outreach, over 200 investor cold emails, and ultimately a pre-launch investment from BrandProject—a fund she had specifically targeted because of their portfolio. Hayden walks through what drew him to Good Bacteria before there was even a product in hand, how he validated the science, and why Anabel's personalized cold outreach stood out in a sea of generic pitches.Together, they cover:How a postpartum healing journey became the founding story of Good BacteriaWhy Good Bacteria was originally a beverage—and how it pivoted to a rotating probiotic systemWhat 200+ investor cold outreaches actually looks like, and how the BrandProject introduction happenedWhat BrandProject looks for in pre-launch founders when there's nothing but a deck and a storyWhy Anabel invested in brand and story before product—and why that was the right callThe diligence process: validating the science, the market, and the founder's operating instinctsThe "sense of inevitability" principle—and why the best founders make investors feel the train is leaving the stationWhat a healthy founder-investor relationship actually looks like day to dayHow many people from a company should be involved in fundraising—and whoGood Bacteria's product roadmap: four products coming, a master brand in the makingWhether you're a founder preparing to raise, trying to build the right cap table, or just want to understand what investors are really evaluating before they write a check, this episode is essential listening.Episode Links: Anabel Gonzálezon LinkedIn: https://linkedin.com/in/anabelg Good Bacteria: https://www.itsgoodbacteria.com Good Bacteria on LinkedIn: https://www.linkedin.com/company/goodbacteria/ Hayden Williams on LinkedIn: https://www.linkedin.com/in/howillia/ BrandProject: https://www.brandproject.com BrandProject on LinkedIn: https://www.linkedin.com/company/brandproject-lp/Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.comShow Links:Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)Join the Startup CPG Slack community (35K+ members and growing!)Follow @startupcpgVisit host Hannah's Linkedin Questions or comments about the episode? Email Daniel at [email protected] music by Super Fantastics