Bulletproof Your CPG Brand

218. Are distributor mistakes, weak trade promotions, and poor retail execution silently draining your cash and putting your brand at risk? Too many CPG founders learn the hard way—through lost margin, lost distribution, and sleepless nights. In this episode, I share real retail horror stories from founders just like you… and more importantly, the solutions to prevent them. You'll learn how to pro...

217. Struggling to justify a premium price at retail? If shoppers don't know your brand, they won't trade up—and you'll lose shelf space fast. In this episode, I sit down with Charlie from Mr. Lee's to unpack creative global go-to-market strategies that emerging CPG brands overlook. We discuss how to use airlines, universities, vending, sampling, and foodservice as "paid discovery" to build brand...

216. Struggling to grow your CPG brand with limited cash and endless competition? If you're burning runway, juggling trade spend, and wondering how to scale without massive funding, this episode is for you. In this conversation, we break down what it really takes to build a thriving natural brand when resources are tight. We unpack why cash discipline is everything, how to avoid wasting trade doll...

215. If your trade promotions are draining cash instead of driving growth, your runway is shrinking fast. Most CPG brands waste up to 70% of their trade spend on ineffective promotions—and don't even know it. That's deadly when cash flow is tight and competition is fierce. In this episode, I break down how to take control of your trade marketing, manage deductions, and stop funding "weeds" that ch...

214. Expanding into the U.S. without a strategy can drain your cash fast—and kill your CPG runway before you scale. In this episode, I sit down with Charlie from Mr. Lee's to unpack what really works when launching a CPG brand globally. We compare the U.S., UK, Australia, and EU retail systems—and expose the hidden costs, slotting fees, distributor traps, and trade spend mistakes that catch founde...

213. Struggling to get your CPG brand discovered without burning cash on demos, slotting fees, and trade spend? You're not alone—and you're probably overlooking one of the most profitable growth channels available: food service. In this episode, we unpack how restaurants, hotels, schools, and ghost kitchens can become your most powerful paid sampling engine. Instead of paying for retail shelf spac...

212. You think you need deep pockets to win at retail—but that belief is killing your growth. In this episode, I sit down with Gail Becker, founder of CAULIPOWER, to unpack how she broke into the most competitive freezer aisle in grocery and built a disruptive CPG brand without following the "traditional" playbook. We dive into what it really takes to launch a food startup, how to compete against...

211. Struggling to stand out in a saturated CPG category? If your brand feels invisible at retail, this episode will change how you compete—and win. In this powerful founder coaching session, I sit down with Adam Bremen, founder of Keto Crisp, a fast-growing keto snack bar brand built on resilience, community, and relentless execution. We unpack how to win in one of the most competitive categories...

210. Your brand isn't failing—your food system is broken. And if you don't understand how retail really works, it will cost you shelf space, margin, and momentum. In this episode, I sit down with Chloe Sorvino of Forbes to unpack the hidden inefficiencies in our CPG supply chain—from slotting fees and trade spend addiction to retailer consolidation and IPO pressure. We expose why small natural bra...

209. You're wasting money marketing to the wrong shopper—and it's costing you distribution, velocity, and survival. In this episode, I sit down with Jessica from Social Nature to unpack why most CPG brands target the wrong consumer and rely on cookie-cutter trade marketing that destroys ROI. Retail shelves are tighter. Demos are disappearing. Online is accelerating. If you don't know exactly who y...

208. Struggling to grow your CPG brand during uncertainty? If your margins are shrinking, retail feels stacked against you, and big POs look exciting but dangerous—this episode matters. In this powerful conversation, I sit down with the founders of Four Points Bars and BaseCamp Co-Pack to unpack what it really takes to build and scale a profitable CPG brand during disruption. We dig into foundatio...

207. If your CPG brand feels chaotic, it's probably not a sales problem — it's a planning problem. And that chaos will kill your growth, your margins, and your investor confidence. In this episode, we break down how to build a strategic, investor-ready business plan that drives profitable retail growth. Not a fluffy document you write once and forget — but a living blueprint that aligns your sales...

206. Running out of cash while waiting to get paid by distributors? That cash crunch can stall your growth—or kill your brand. In this episode, I sit down with Jessica from Dwight Funding to break down the funding strategies most CPG founders overlook. If you've ever struggled with delayed payments from UNFI or KeHE, needed inventory before cash hits your bank account, or worried about making payr...

205. Discover how the impact of regenerative organic brands aligns with shopper values and drives sustainable purchasing. Matthew discusses the importance of biodiversity and traditional farming methods in Sri Lanka, highlighting the use of organic fertilizers and heirloom varieties. He emphasizes the need to preserve these methods and empower organic farmers to switch from conventional farming. T...

204. Your food system is broken—and most brands are making it worse. If you care about regenerative agriculture, sustainable seafood, and building a mission-driven CPG brand that actually makes a difference, this episode matters. In this powerful conversation with Patagonia Provisions, we unpack how regenerative organic agriculture, responsible wild-caught seafood, and supply chain transparency cr...

203. Struggling to raise capital without giving up control—or your brand's soul? If you choose the wrong investor, you can lose far more than equity. In this episode, I sit down with Stu from Green Circle Capital to unpack what founders must understand before raising growth capital. We break down today's valuation reset, why chasing top-line growth without profitability is dangerous, and how to ch...

202. Retail is broken—and it's costing you shelf space, margin, and momentum. If your brand is trapped in constant promotions and fighting for visibility, you're playing the wrong game. Retailers are addicted to trade spend, but shoppers want value, clarity, and solutions. When you understand the market basket and how your ideal consumer shops, you stop competing on price and start driving sustain...

201. Your sales stalled. Retailers stopped responding. And the playbook that used to work suddenly feels broken. If you're trying to grow your CPG brand during disruption—whether it's a pandemic, economic stress, or retailer pullback—you cannot rely on outdated strategies. Waiting it out isn't a strategy. Hoping velocity improves isn't leadership. In this episode, I sit down with Adam Retell of Su...

200. Are your promotions draining cash instead of driving growth? If you don't know your true trade promotion ROI, you're shortening your runway and giving retailers margin while your brand struggles. In this episode, I break down how to review your trade promotions the right way—starting with flawless retail execution. We'll cover why out-of-stocks, poor signage, and inconsistent store-level comp...

199. Unlock the secrets of brand longevity Discover how to keep your brand alive today and tomorrow with proven strategies.  Andrew discuss the importance of staying calm and strategic during uncertain times. They emphasize the need to reassess business situations, prioritize top accounts, and focus on customer needs. Providing value to retailers and building strong relationships can position bran...

198. Retail changed overnight—and if you don't understand how your customer shops now, you're already losing shelf space. In this episode, I sit down with Jessica Malach from Social Nature to unpack how natural CPG leaders are adapting to retail disruption, shifting shopper behavior, and explosive online growth. You'll learn how to leverage real consumer insights (not generic data), strengthen you...

197. Struggling to grow your CPG brand profitably? Most founders chase distribution before they build margin—and that mistake can cost you everything. In this episode, I sit down with master brand builder Eric Skae to unpack what it really takes to scale from startup to national success. We dive into the importance of 50%+ margins, why focus beats expansion, how to align brokers and distributors,...

196. Your brand isn't stalled because of strategy—it's stalled because your team isn't aligned. And misalignment kills growth, margin, and momentum. In this episode, I sit down with one of the most sought-after advisors in the food and beverage industry to unpack what actually separates good brands from exceptional ones: leadership clarity, disciplined process, and a unified way of thinking. We br...

195. If you're trying to grow your CPG brand alone, you're making it harder than it needs to be — and it's costing you shelf space, sales, and staying power. Your brand's strength is directly tied to the community you attract. In today's environment — where shoppers crave connection, transparency, and shared values — community isn't optional. It's your competitive advantage. In this episode, we br...

194. You're wasting trade spend—and it's quietly killing your runway. If you don't know your true promotion ROI, you're guessing with your biggest line item. In this episode, I break down 8 proven trade marketing strategies to maximize promotional ROI, increase brand awareness, and protect your margin. Most CPG brands throw money at TPRs, displays, and billbacks without measuring base lift, increm...