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Feb 19, 2026 · 48m · how-i-built-this

Advice Line with Pete Maldonado and Rashid Ali of Chomps

Guy Raz · 13m spoken Rashid Ali · 8m spoken Josh Schrenko · 6m spoken Pete Maldonado · 6m spoken Yadi Deriz · 5m spoken Zachary Bonder · 3m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Chomps co-founders Pete Maldonado and Rashid Ali join host Guy Raz on The Advice Line to guide early-stage entrepreneurs through retail expansion, seasonal cash flow, and career transitions while sharing hard-won lessons from their own brand's growth.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Guy holds 30.2% of the talking time here. How this is scored →

Guy as informed peer 4.8 Guest teaching 3.0 Guest disagreement 0.8 Guy pushing back 1.2
05100:0015:0030:0045:001:29–6:45 · Guy as informed peer 5/10 Navigating Protein Market Trends and Overcoming Quality Recalls Guy opens by exploring the broader protein trend and probes Chomps' major product recall from the previous year. He demonstrates strong industry knowledge by drawing a comparison to Jeni's Splendid Ice Creams' handling of a recall, while Pete and Rashid detail their internal quality controls.6:45–18:12 · Guy as informed peer 6/10 Advising Yadi Deriz on Expanding Yadi's Artisanal Empanadas Guy advises caller Yadi on geographical expansion for her artisanal empanadas, citing data from previous franchise founders that second locations should remain within a 45-mile radius. Pete and Rashid add practical operational ideas regarding food trucks, delivery, and commissary models.18:14–29:17 · Guy as informed peer 6/10 Advising Zachary Bonder on Retail Expansion for Noble Pies Guy explains retail buyer psychology to Zachary, stressing that big-box buyers prioritize risk management and velocity over brand discovery. Rashid and Pete reinforce this by cautioning against premature expansion due to distributor margins and slotting complexity.29:19–43:46 · Guy as informed peer 6/10 Advising Josh Schrenko on Scaling Niche Fishing Brand Achigan Josh asks when to transition full-time into his niche fishing brand. Pete and Rashid urge him to focus on high-margin lures over apparel, while Guy delivers closing guidance on recognizing when staying part-time becomes riskier than going all-in.43:48–46:45 · Guy as informed peer 4/10 Reflections on Niche Communities, AI Tools, and Entrepreneurial Resilience Guy reflects on the rise of microbrands and asks what the founders wish they had known early on. Rashid reframes the premise, arguing that initial ignorance was a crucial advantage that kept them from becoming discouraged.46:46–47:33 · Guy as informed peer 2/10 Archival Flashback: The Pivotal Trader Joe's Purchase Order An archival flashback where Pete and Rashid recount the logistical and financial scramble after receiving a massive 1.1 million stick purchase order from Trader Joe's.1:29–6:45 · Guest teaching 3/10 Navigating Protein Market Trends and Overcoming Quality Recalls Guy opens by exploring the broader protein trend and probes Chomps' major product recall from the previous year. He demonstrates strong industry knowledge by drawing a comparison to Jeni's Splendid Ice Creams' handling of a recall, while Pete and Rashid detail their internal quality controls.6:45–18:12 · Guest teaching 2/10 Advising Yadi Deriz on Expanding Yadi's Artisanal Empanadas Guy advises caller Yadi on geographical expansion for her artisanal empanadas, citing data from previous franchise founders that second locations should remain within a 45-mile radius. Pete and Rashid add practical operational ideas regarding food trucks, delivery, and commissary models.18:14–29:17 · Guest teaching 3/10 Advising Zachary Bonder on Retail Expansion for Noble Pies Guy explains retail buyer psychology to Zachary, stressing that big-box buyers prioritize risk management and velocity over brand discovery. Rashid and Pete reinforce this by cautioning against premature expansion due to distributor margins and slotting complexity.29:19–43:46 · Guest teaching 3/10 Advising Josh Schrenko on Scaling Niche Fishing Brand Achigan Josh asks when to transition full-time into his niche fishing brand. Pete and Rashid urge him to focus on high-margin lures over apparel, while Guy delivers closing guidance on recognizing when staying part-time becomes riskier than going all-in.43:48–46:45 · Guest teaching 4/10 Reflections on Niche Communities, AI Tools, and Entrepreneurial Resilience Guy reflects on the rise of microbrands and asks what the founders wish they had known early on. Rashid reframes the premise, arguing that initial ignorance was a crucial advantage that kept them from becoming discouraged.46:46–47:33 · Guest teaching 3/10 Archival Flashback: The Pivotal Trader Joe's Purchase Order An archival flashback where Pete and Rashid recount the logistical and financial scramble after receiving a massive 1.1 million stick purchase order from Trader Joe's.1:29–6:45 · Guest disagreement 1/10 Navigating Protein Market Trends and Overcoming Quality Recalls Guy opens by exploring the broader protein trend and probes Chomps' major product recall from the previous year. He demonstrates strong industry knowledge by drawing a comparison to Jeni's Splendid Ice Creams' handling of a recall, while Pete and Rashid detail their internal quality controls.6:45–18:12 · Guest disagreement 0/10 Advising Yadi Deriz on Expanding Yadi's Artisanal Empanadas Guy advises caller Yadi on geographical expansion for her artisanal empanadas, citing data from previous franchise founders that second locations should remain within a 45-mile radius. Pete and Rashid add practical operational ideas regarding food trucks, delivery, and commissary models.18:14–29:17 · Guest disagreement 1/10 Advising Zachary Bonder on Retail Expansion for Noble Pies Guy explains retail buyer psychology to Zachary, stressing that big-box buyers prioritize risk management and velocity over brand discovery. Rashid and Pete reinforce this by cautioning against premature expansion due to distributor margins and slotting complexity.29:19–43:46 · Guest disagreement 2/10 Advising Josh Schrenko on Scaling Niche Fishing Brand Achigan Josh asks when to transition full-time into his niche fishing brand. Pete and Rashid urge him to focus on high-margin lures over apparel, while Guy delivers closing guidance on recognizing when staying part-time becomes riskier than going all-in.43:48–46:45 · Guest disagreement 1/10 Reflections on Niche Communities, AI Tools, and Entrepreneurial Resilience Guy reflects on the rise of microbrands and asks what the founders wish they had known early on. Rashid reframes the premise, arguing that initial ignorance was a crucial advantage that kept them from becoming discouraged.46:46–47:33 · Guest disagreement 0/10 Archival Flashback: The Pivotal Trader Joe's Purchase Order An archival flashback where Pete and Rashid recount the logistical and financial scramble after receiving a massive 1.1 million stick purchase order from Trader Joe's.1:29–6:45 · Guy pushing back 1/10 Navigating Protein Market Trends and Overcoming Quality Recalls Guy opens by exploring the broader protein trend and probes Chomps' major product recall from the previous year. He demonstrates strong industry knowledge by drawing a comparison to Jeni's Splendid Ice Creams' handling of a recall, while Pete and Rashid detail their internal quality controls.6:45–18:12 · Guy pushing back 1/10 Advising Yadi Deriz on Expanding Yadi's Artisanal Empanadas Guy advises caller Yadi on geographical expansion for her artisanal empanadas, citing data from previous franchise founders that second locations should remain within a 45-mile radius. Pete and Rashid add practical operational ideas regarding food trucks, delivery, and commissary models.18:14–29:17 · Guy pushing back 2/10 Advising Zachary Bonder on Retail Expansion for Noble Pies Guy explains retail buyer psychology to Zachary, stressing that big-box buyers prioritize risk management and velocity over brand discovery. Rashid and Pete reinforce this by cautioning against premature expansion due to distributor margins and slotting complexity.29:19–43:46 · Guy pushing back 2/10 Advising Josh Schrenko on Scaling Niche Fishing Brand Achigan Josh asks when to transition full-time into his niche fishing brand. Pete and Rashid urge him to focus on high-margin lures over apparel, while Guy delivers closing guidance on recognizing when staying part-time becomes riskier than going all-in.43:48–46:45 · Guy pushing back 1/10 Reflections on Niche Communities, AI Tools, and Entrepreneurial Resilience Guy reflects on the rise of microbrands and asks what the founders wish they had known early on. Rashid reframes the premise, arguing that initial ignorance was a crucial advantage that kept them from becoming discouraged.46:46–47:33 · Guy pushing back 0/10 Archival Flashback: The Pivotal Trader Joe's Purchase Order An archival flashback where Pete and Rashid recount the logistical and financial scramble after receiving a massive 1.1 million stick purchase order from Trader Joe's.

speaking balance: gold is Guy, purple is the guest (3 minute bins)

0:00 · Guy 63.3% · guest 36.7%0:00 · Guy 63.3% · guest 36.7%3:00 · Guy 48.4% · guest 51.6%3:00 · Guy 48.4% · guest 51.6%6:00 · Guy 21.3% · guest 78.7%6:00 · Guy 21.3% · guest 78.7%9:00 · Guy 24% · guest 76%9:00 · Guy 24% · guest 76%12:00 · Guy 27.9% · guest 72.1%12:00 · Guy 27.9% · guest 72.1%15:00 · Guy 25.1% · guest 74.9%15:00 · Guy 25.1% · guest 74.9%18:00 · Guy 39.7% · guest 60.3%18:00 · Guy 39.7% · guest 60.3%21:00 · Guy 26.9% · guest 73.1%21:00 · Guy 26.9% · guest 73.1%24:00 · Guy 36.9% · guest 63.1%24:00 · Guy 36.9% · guest 63.1%27:00 · Guy 16% · guest 84%27:00 · Guy 16% · guest 84%30:00 · Guy 28.9% · guest 71.1%30:00 · Guy 28.9% · guest 71.1%33:00 · Guy 23.6% · guest 76.4%33:00 · Guy 23.6% · guest 76.4%36:00 · Guy 0% · guest 100%36:00 · Guy 0% · guest 100%39:00 · Guy 0% · guest 100%39:00 · Guy 0% · guest 100%42:00 · Guy 55.5% · guest 44.5%42:00 · Guy 55.5% · guest 44.5%45:00 · Guy 32.2% · guest 67.8%45:00 · Guy 32.2% · guest 67.8%48:00 · Guy 100% · guest 0%48:00 · Guy 100% · guest 0%
Sharpest disagreement ▶ 37:21 Josh Schrenko contrasts grinding with needing a breakthrough

Josh challenges the panel's advice to wait, expressing frustration with slow bootstrapping and arguing that without a major viral PO like Chomps had, he must raise capital to force growth.

 Hardest push from Guy ▶ 26:20 Rashid Ali warns against retail vanity metrics

Rashid directly pushes back against Zachary's eagerness to enter big-box stores like Whole Foods and Target, warning that getting on shelves is easy compared to the costly pitfalls of distributor complexity.

 Biggest teaching moment ▶ 45:14 Rashid Ali reframes the value of hindsight

When Guy asks what they wish they had known before launching, Rashid rejects the classic retrospective premise by explaining that ignorance protected them from paralysis and conventional bad advice.

 Guy holds their own ▶ 23:54 Guy Raz explains retail buyer incentives

Guy demonstrates deep business expertise by breaking down how major grocery chain buyers operate, explaining that they evaluate category cannibalization and velocity risk rather than product novelty.
the scores for every segment, with the reasoning behind each
ChapterTopicGuy as informed peerGuest teachingGuest disagreementGuy pushing backWhy
Navigating Protein Market Trends and Overcoming Quality Recalls 5311 Guy opens by exploring the broader protein trend and probes Chomps' major product recall from the previous year. He demonstrates strong industry knowledge by drawing a comparison to Jeni's Splendid Ice Creams' handling of a recall, while Pete and Rashid detail their internal quality controls.
Advising Yadi Deriz on Expanding Yadi's Artisanal Empanadas 6201 Guy advises caller Yadi on geographical expansion for her artisanal empanadas, citing data from previous franchise founders that second locations should remain within a 45-mile radius. Pete and Rashid add practical operational ideas regarding food trucks, delivery, and commissary models.
Advising Zachary Bonder on Retail Expansion for Noble Pies 6312 Guy explains retail buyer psychology to Zachary, stressing that big-box buyers prioritize risk management and velocity over brand discovery. Rashid and Pete reinforce this by cautioning against premature expansion due to distributor margins and slotting complexity.
Advising Josh Schrenko on Scaling Niche Fishing Brand Achigan 6322 Josh asks when to transition full-time into his niche fishing brand. Pete and Rashid urge him to focus on high-margin lures over apparel, while Guy delivers closing guidance on recognizing when staying part-time becomes riskier than going all-in.
Reflections on Niche Communities, AI Tools, and Entrepreneurial Resilience 4411 Guy reflects on the rise of microbrands and asks what the founders wish they had known early on. Rashid reframes the premise, arguing that initial ignorance was a crucial advantage that kept them from becoming discouraged.
Archival Flashback: The Pivotal Trader Joe's Purchase Order 2300 An archival flashback where Pete and Rashid recount the logistical and financial scramble after receiving a massive 1.1 million stick purchase order from Trader Joe's.

Statements from this episode (11)

Prediction Not checkable as stated
Ali: Consumers will eventually experience fatigue with the protein trend
“We think, like, at some point with any trend, there will be consumer fatigue.”
Rashid Ali Feb 19, 2026 ▶ 2:01
Prediction Not checkable as stated
Maldonado: Shift toward higher protein intake is permanent, not a fad
“People are changing the way they're dieting and eating, and they're educating themselves, and that's not going away, right?”
Pete Maldonado Feb 19, 2026 ▶ 2:40
Assertion Not checkable as stated
Deriz: Yadi's Empanadas averages $3,000 in daily sales at SUNY New Paltz
“So our sales are currently and have been now for a whole year. An average of 3000 dollar daily.”
Yadi Deriz Feb 19, 2026 ▶ 10:26
Insight
Raz: Franchise expansion typically begins within a 45-mile or one-hour radius
“Their expansion strategy usually begins with one location within 45 miles. So within an hour or so drive.”
Guy Raz Feb 19, 2026 ▶ 14:39
Assertion Not checkable as stated
Bonder: Noble Pies generated $2.2M retail and $200K wholesale in 2025
“Between our three stores in, in twenty-twenty-five, we did about 2.2 million in sales. And our first year of wholesale with Fresh Direct, we did about 200,000 dollars.”
Zachary Bonder Feb 19, 2026 ▶ 20:34
Insight
Maldonado: CPG founders must pitch retail buyers on incrementality, not cannibalization
“One of the stories that, that Rashid and I were able to get with chomps, it was from the data that we had was incrementality, meaning we're bringing new customers to the set. You need to be able to find a way to tell that story to the buyer, because they need …”
Pete Maldonado Feb 19, 2026 ▶ 24:39
Insight
Ali: Getting products into retail stores is easier than sustaining sales velocity
“Getting into the retailer is honestly the easiest part of the process. It's staying and performing.”
Rashid Ali Feb 19, 2026 ▶ 26:21
Assertion Not checkable as stated
Schrenko: Achigan Brand grew purely through organic Instagram marketing without paid ads
“We don't, we haven't paid a dime in advertising. Like we don't, it's a hundred percent organic. It's word of mouth. We use Instagram. That's kind of our like growth engine, but it's all organic posting.”
Josh Schrenko Feb 19, 2026 ▶ 41:32
Assertion Not checkable as stated
Maldonado: Co-founder Rashid Ali stayed part-time until Chomps hit $20M revenue
“I went full-time first. I think we were doing in like the four or 500,000 range, and then Rasheed didn't come on until we were doing like twenty million. So it was a big, like, big gap.”
Pete Maldonado Feb 19, 2026 ▶ 42:10
Insight
Raz: Go full-time when running your startup part-time starts feeling riskier
“When it starts to feel like doing this part-time is riskier, that's when you know. When you start to say to yourself, actually, it's safer for me to jump into this full-time, you will know that.”
Guy Raz Feb 19, 2026 ▶ 42:49
Assertion Not checkable as stated
Maldonado: Chomps once received a single purchase order for 1.1 million sticks
“1.1 million sticks. And it was larger than the previous year altogether in a single PO.”
Pete Maldonado Feb 19, 2026 ▶ 47:02
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