When you’re standing under the spotlight with just a few minutes to convince a panel of judges—or an investor—to believe in your company, every word matters. Few people know this better than Holly Arbuckle, CEO and Co-Founder of Singing Pastures, and alum of Scratchpad Accelerator, a program of UpStart Maine designed to help high-growth companies scale.
I recently had the chance to catch up with Holly, whose journey is a masterclass in turning a story into traction. Singing Pastures, the pasture-raised craft meat stick company she launched in 2016 with a Kickstarter campaign, has grown into a brand found on shelves at Sprouts, Thrive Market, Imperfect Foods, Misfits Market, and soon Whole Foods in New England. Along the way, Holly has learned—sometimes the hard way—that pitching isn’t just about having a great product. It’s about communicating so they get it.
A Proven Track Record on the Stage
Holly’s pitch prowess has taken her far. She’s racked up wins and top placements in Greenlight Maine, Naturally New England, and Naturally Network’s Newtopia Now—where Singing Pastures was named Naturally Rising Emerging Impact. Out of 1,500 applicants to the Whole Foods LEAP competition, Holly made it into the top 10.
That level of recognition didn’t come by chance. It came from years of honing a story that resonates and adapting her message as the business—and the market—evolved. Holly saw an opportunity to meet demand for clean protein, particularly among women, and made a strategic pivot that has helped Singing Pastures stand out. With the support of Pulp & Wire, a women-owned, Maine-based creative agency, and funding from the Maine Entrepreneurial Resource Corps (MERC) program at MTI, Singing Pastures unveiled new packaging that amplified the brand’s appeal.
Holly’s Hard-Earned Pitch Advice
When asked what advice she’d share with entrepreneurs preparing to pitch, Holly didn’t hesitate:
- Know the rubric. “If there are judging criteria, read them like a roadmap. Don’t go off-script.”
- Master the timing. “You can’t go over. I’ve seen competitors cut off mid-sentence. Timing is key.”
- Be over-prepared. “Practice, practice, practice. I even hired a local actress to coach me. I’m comfortable speaking, but add a stopwatch and pressure—it’s a whole new skill.”
- Tell a story. “Facts and figures are critical, but you also need to engage your audience. Storytelling builds the emotional connection that makes your pitch memorable.”
- Leverage luck—but be ready. “Meat sticks are one of the fastest-growing sectors in snacks. We leaned into that trend, but you still have to be ready to seize the opportunity when it comes.”
From Bowdoin to the Barnyard
Holly’s background may not look like the typical path of a food entrepreneur. She studied Environmental Studies and Education at Bowdoin College, earned a Master’s in Acupuncture, and eventually married into a 9th-generation farming family—with their child now proudly carrying on as the 10th. That mix of sustainability, health, and heritage has deeply influenced how she frames Singing Pastures’ mission.
Open the Door to Opportunity
If there’s one takeaway from Holly’s journey, it’s this: great pitches are crafted, not improvised. They take time, intention, and a willingness to ask for help.
At UpStart Maine, we’re passionate about helping founders find their story and communicate it clearly. If you’re ready to put your idea to the test, don’t wait—sign up for a pitch competition. Put in the work, lean on the resources around you, and give yourself the chance to shine.
Because as Holly proves, when you nail the pitch, doors open.
Ready to take your next step?
If Holly’s story resonates with you, we’d love to connect.
📩 Reach out to Lisa Liberatore, UpStart’s Program Manager, to find the right resource partner for your journey.
👉 Email Lisa at innovation@upstartmaine.org
Or connect directly with Holly Arbuckle, CEO & Co-Founder of Singing Pastures, to learn
more about her business.
🌐 Website: singingpastures.com
If you have questions or need guidance, we’re here to help. Contact us at innovation@upstartmaine.org
UpStart’s mission is to be the Bangor Region’s innovation hub that connects entrepreneurs statewide with resources to grow their businesses.
For more information on UpStart, contact innovation@upstartmaine.org