How PepsiCo’s Anna Farberov is Revolutionizing Startup Innovation

From Pilot to Scale: How Anna Farberov is Winning Startup Innovation at PepsiCo Labs

In this episode of the Retail Transformers podcast, hosts Ricardo Belmar and Casey Golden talk with Anna Farberov, GM of PepsiCo Labs, about how one of the world’s largest CPG companies scales startup innovation from pilot to enterprise-wide transformation to drive business growth.

Anna shares her journey from finance and strategy into corporate innovation leadership, revealing how PepsiCo Labs built a structured playbook and innovation strategy for startup partnerships that achieves a remarkable 50% success rate. She explains how to avoid innovation theater, define clear KPIs for pilots, and separate AI hype from real agentic AI solutions that deliver measurable ROI.

You’ll learn:

🚀 How PepsiCo Labs partners with startups to solve real-world challenges
📊 Why KPIs and clear business cases are critical for scaling innovation
🤝 Navigating the dynamics of corporate vs. startup innovation cultures
🔍 How to identify Agentic AI hype vs. real solutions in startup pitches
🌐 Why integrating multiple startups is often key to solving complex problems like digital twins
💡 What makes a startup pitch stand out — and what founders should avoid

Whether you’re a startup founder, a corporate innovator, or curious about how to innovate in retail and CPG organizations, this episode offers actionable insights from one of the industry’s leading voices on innovation strategy.

👉 Don’t forget to like, comment, and subscribe for more episodes featuring leaders transforming retail, technology, and innovation.

The Retail Razor: Retail Transformers S1:E4
Released on November 20, 2025

Guest info:
Anna Farberov, GM, PepsiCo Labs.   / anna-farberov  

Anna leads PepsiCo’s global engagement with technology companies - from emerging disruptors to the world’s largest enterprises. She partners with senior executives to identify, test, and scale solutions that are reshaping how PepsiCo operates across data, AI, manufacturing, supply chain, and logistics. Her work accelerates growth and drives transformation across one of the world’s largest consumer goods companies.

Anna brings a unique blend of expertise in strategy, finance, commercial execution, and venturing. Earlier in her career, she led commercial initiatives across consumer, customer, and marketing functions, including new product launches, go-to-market design, and demand creation. She also built a foundation in finance at Procter & Gamble, holding roles in operations, commerce, and strategic planning.

Prior to PepsiCo, Anna was a senior executive at Israel’s largest holdings company, where she led corporate strategy, investments, and the development of new growth platforms. This background in strategy and venturing now informs her work at PepsiCo Labs, where she builds models that connect corporate scale with technological disruption.

A frequent speaker at global conferences, Anna shares perspectives on how leaders can harness technology ecosystems, bridge business and innovation, and lead organizations with clarity and impact in times of rapid change.

Chapters:
00:00 Previews
01:03 Show Intro
05:06 Welcome Anna Farberov
07:02 Challenges and Risks in Innovation
09:27 Building a Systematic Playbook
11:41 The Importance of Clear KPIs
13:04 Navigating Corporate and Startup Dynamics
17:50 Secrets to Successful Innovation
20:46 What Makes a Startup Stand Out
25:17 Avoid Insulting Your Audience
26:19 Relevance of AI in Startups
27:18 Identifying Real AI Solutions
29:52 Integrating Multiple Startups
31:45 Future of Innovation and Technology
33:35 Balancing Innovation and Business Operations
36:46 Avoiding Innovation Theater
41:10 Advice for Future Innovators
44:45 Show Close

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