Meet EMERGING: Q & A on Krupa's PR Blueprint for Aspiring Brands

By now, you’ve probably seen Krupa’s EMERGING swirling around on your feed. It’s a new powerhouse division built by our amazing publicists, who craft cutting-edge strategies to catapult early-stage, purpose-driven brands into the spotlight. Our team serves as an essential extension for brands getting off the ground – approachable and thoughtful while remaining bold and beyond expectations.

Curious to know more? We sat down with Taylor Hirz (she/her) , Head of EMERGING for a deep dive into the ins and outs:

Q: Tell me about EMERGING – what’s this division of Krupa all about?

A: Out of the gate, we’re bold – hence, all the caps in EMERGING. By honing our expertise to concentrate on the earned needs of early stage brands, we provide a launching pad for founders and teams dipping their toes into PR waters for the first time. Our mission? To shape and amplify their unique narratives with the world through PR and brand storytelling, turning emerging brands into household names.?

Q: What sets EMERGING apart from the rest?

A:? Krupa has been at the forefront of launching startups and early-stage companies for over fourteen years, evolving alongside the brands we champion. Our mission has always been to amplify the voices of emerging brands, so Rachel Krupa (she/her), our founder, created a way for us to go back to our roots, uplifting brands who are on start-up budgets – and in today’s fundraising landscape, new brands need extra support.

At the core of our service is a tailored approach, blending essential PR strategies with elevated, mix & match additions. From getting our brands in the hands and minds of top-tier editors and publications, to influencer collaborations and product seeding, we adapt to each brand's unique journey.

Q: Who are the brains behind EMERGING?

A: At the heart of EMERGING are our stellar publicists who have a passion for growing brands from the beginning. Our portfolio is a testament to our expertise, having launched and elevated household names such as Thrive Market , goop Wellness, Milk Bar in LA, Our Place , Clean Market , La Colombe in LA, The Class by Taryn Toomey , Brownie Brittle, LLC , JOE & THE JUICE , and many more. Leading the way is our founder Rachel, also founder & CEO of The Goods Mart , a pioneer in the better-for-you convenience store space, with three brick-and-mortar Manhattan locations. With 20+ years of immersion in retail and the latest CPG trends, Rachel's unparalleled insights are pivotal in transitioning brands from early beginnings to becoming staples on the shelves of America's largest retailers and securing loyal brand fanbases.

Q: What kind of brands does EMERGING work with? Can any brand work with EMERGING?

A: We love any and all brands rooted in purpose. Our bread & butter is CPG - food and wellness - if your brand cares about improving the food system and/or the health & wellness of humans and the planet, Krupa is your discerning PR go-to! From the start, we help brands find a clear voice to educate consumers and share their impactful stories.

Q: I think my brand fits this description, how do I get started?

A: Shoot us a message, and let's talk! Whether you're gearing up for a first-time or new launch or are ready to create a consistent PR presence, we're here to support your brand's growth and be with you as you keep climbing.