Bulletproof Your CPG Brand

104. Your product launched… and shoppers can't find it. That mistake can cost you distribution, velocity, and your runway. In this episode, I break down The Essential New Item Checklist—the critical steps most brands overlook when launching into retail. I share a real-world story of a brand that secured distribution, only to watch sales collapse because the item was merchandised in the wrong depar...

103. If shoppers can't find you online, you lose the sale—even if you're on the shelf. And if your story doesn't connect, your product collects dust. That's costing you velocity, margin, and growth. In this episode, I sit down with Jeff Cohen of Seller Labs to break down how to build a unified selling strategy that drives sales both online and in traditional retail. We unpack why "just listing on...

102. If your brand sounds like everyone else, you're being ignored—and that's costing you sales. Most CPG brands focus on price, promotions, and velocity. But shoppers don't buy products—they buy stories. In this episode, I sit down with Beau Haralson of Human Design to unpack why emotional storytelling—not discounts—is what drives sustainable growth in natural and emerging brands. We discuss why...

101. If you don't truly understand your core consumer, you're leaving retail growth on the shelf. Most brands think they know who buys their product—but they're wrong. And that mistake costs you distribution, velocity, and trust. In this episode, I sit down with Ted Ning to unpack the LOHAS consumer—Lifestyles of Health and Sustainability—and why this psychographic drives sustainable growth across...

100. You're building your brand alone—and the pressure is heavier than you admit. What if CPG's most iconic founders told you exactly how to win? In this milestone episode, I bring together Seth Goldman (Honest Tea, Beyond Meat), Gary Hirshberg (Stonyfield), Miyoko Schinner (Miyoko's), Kyle Garner (Organic India), Chuck Muth (Beyond Meat), and Sheryl O'Loughlin (Clif, Luna, REBBL) to answer the qu...

99. Struggling to get real traction at retail—even after you land distribution? That's because shelf space is earned through relationships, not just sell sheets. In this episode, I sit down with Bob Burke of Natural Products Consulting to unpack what actually drives sustainable CPG growth. We go deep on broker management, retail collaboration, direct-to-store lessons from Stonyfield Farm, and why...

98. Struggling to compete against billion-dollar CPG giants? If you think you need a bigger budget to win shelf space, you're playing the wrong game. In this episode, I sit down with Jeffrey Hollender, founder of Seventh Generation and Sustain Natural, to unpack how mission-driven brands can outperform larger competitors by aligning values, shopper insight, and fact-based selling. We explore how a...

97. You're competing against billion-dollar brands—and wondering how you can possibly win. Here's why small, mission-driven CPG brands have the advantage. In this episode, I sit down with Greg from Califia Farms to unpack how disruptive brands level the playing field in crowded categories. We dive into plant-based innovation, brand storytelling, premium positioning, and why loyal consumers are mor...

96. You're pouring money into promotions—but your sales aren't growing. That's a trade marketing problem, and it's costing you runway. In this episode, I sit down with Charles from LesserEvil to unpack one of the biggest hidden drains on emerging CPG brands: ineffective trade spend. If you're relying on deep discounts, ads with no accountability, or promotions that don't convert into sustainable b...

95. Struggling to win shelf space in a crowded category like salty snacks? If you don't bring innovation and a compelling selling story to retail, you'll get buried by the big brands. In this episode, we unpack how The Good Crisp Company disrupted the canister chip category by removing the "nasties," leveraging gluten-free positioning, and building a retail strategy that drives incremental growth—...

94. If your brand is stuck in the "alternative" set, you're leaving sales—and influence—on the table. Retailers still silo plant-based brands away from the core category, limiting visibility, velocity, and growth. That positioning mistake costs you traffic, basket size, and long-term authority at shelf. In this episode, I sit down with Miyoko Schinner of Miyoko's Kitchen to unpack how disruptive b...

93. Struggling to grow organic snack sales at retail? If you can't bridge perimeter to center store, you lose traffic, margin, and influence. In this episode, we unpack how innovative organic brands win shelf space by helping retailers drive foot traffic, grow basket size, and defend against online competition. You'll learn why produce is the gateway to center store, how organic shoppers build big...

92. If you think plant-based is a niche trend, you're already behind—and it's costing you sales. Retailers who ignore plant-based growth are losing margin, traffic, and younger shoppers who demand healthier, sustainable options. In this episode, I sit down with David Benzaquen, founder of PlantBased Solutions, to unpack why plant-based foods are fueling growth across nearly every category while co...

91. You're stuck in a crowded category, fighting giants, wondering how to stand out—and if you don't differentiate, you disappear. In this episode, I sit down with Justin Gold, founder of Justin's, to unpack how he transformed nut butter from a commodity into a disruptive, high-growth subcategory. From selling jars locally to inventing the now-iconic squeeze pack, Justin shares how tenacity, curio...

90. Are your promotions draining cash instead of driving growth? Most CPG brands waste 70–90% of their trade spend—and don't even realize it. When you rely on discounts without measuring base sales, contribution, distribution, or execution, you're shortening your runway and weakening your brand's leverage with retailers. In this episode, I break down how to measure true promotional effectiveness,...

89. If you're trying to compete with billion-dollar CPG brands, you may feel invisible—and that can cost you shelf space and momentum. In this episode, I sit down with Madeline Haydon, Founder & CEO of Nutpods, to unpack how a niche, plant-based brand leveraged digital strategy, Amazon data, and a fiercely loyal community to outperform category incumbents at Kroger and beyond. We break down how to...

88. If you're fighting for retail shelf space and losing to bigger brands, you're missing one critical strategy—and it's costing you distribution. In this episode, I sit down with Russ Forrester from Hain to unpack how category management became their competitive advantage—and why it's the great equalizer between small and large CPG brands. We discuss how to turn raw data into a compelling retail...

87. If you're chasing innovation before mastering the basics, you're risking your entire brand. Most CPG founders try to grow by adding SKUs, chasing big retailers, or jumping into new channels too soon — and it destroys margins, relationships, and long-term value. In this episode, I sit down with Peter (former President of Hain Celestial, Justin's, and ONE Brands) to unpack what actually builds e...

86. You don't need shelf space to win in beverage—but if you rely only on traditional retail, you may never scale. In this episode, you'll learn how Dirty Lemon bypassed brokers, buyers, and outdated distribution models to build a direct-to-consumer beverage brand powered by SMS ordering and real-time customer data. Zak shares how he went from launching Little Duck Organics on credit cards to disr...

85. Are you tired of being treated like an ATM machine by retailers? If you keep showing up asking for promotions, placement, and discounts, you'll always compete on price—and you'll always lose margin. In this episode, I sit down with Adam Lowry, co-founder of Ripple Foods and Method, to break down how to become a true value-added partner at retail. We unpack how to differentiate in hyper-competi...

84. You can't scale a premium CPG brand if you don't control quality—and retailers won't trust you if you can't prove it. In this episode, I sit down with Beetnik Foods to unpack how they turned a frozen food gap into a national brand by vertically integrating their supply chain, manufacturing their own organic meals, and building a selling story around their high-value organic shopper. We break d...

83. Consumers are confused about organic, non-GMO, and clean label — and that confusion is costing you sales. If you can't clearly explain why regenerative organic matters, you're leaving trust and growth on the table. In this episode, I sit down with Jeff Moyer of the Rodale Institute to unpack what regenerative organic agriculture really means — and why it's the future of CPG. We break down heal...

82. If you don't know how healthy your brand is at retail, you're negotiating blind — and that's costing you distribution, profit, and runway. Most CPG founders measure success by total sales or cash in the bank. Retailers don't. They measure your brand by one thing: contribution. In this episode, I break down how to assess your brand's true health using ACV, distribution depth, and dollars per po...

81. You can't grow your CPG brand by playing small in a dying category. If you don't redefine the shelf, you become invisible—and retailers move on. In this episode, I sit down with Greg Fleishman, co-founder of Foodstirs, to unpack how they revitalized the tired baking aisle by solving a deeper emotional problem: connection. Instead of competing on price, they led with purpose, ultra-clean ingred...

80. You can't scale your CPG brand by simply multiplying your recipe—and if you try, you risk recalls, retailer rejection, and lost shelf space. That's the hard truth most founders learn too late. In this episode, I unpack what it really takes to move from your kitchen to retail shelves without destroying your margins or your reputation. We break down food safety plans, supplier vetting, target co...