Bulletproof Your CPG Brand

68. If you're stuck fighting for shelf space and watching bigger brands outspend you, you don't need a bigger budget—you need a better strategy. Being just a "nose better" than your competition can 10x your results over time. In this episode, I share six proven retail growth strategies I've used to block national brands from incremental displays, earn a 4,200-unit grand opening display without pay...

67. If you're stuck trying to figure out brokers, distributors, co-packers, or how to pitch a retail buyer, you don't need more hustle—you need better guidance. Most emerging brands waste time and money learning lessons the hard way. In this episode, I sit down with Julie from FMI to unpack FMI Emerge , a new platform built specifically to help emerging food and beverage brands scale sustainably....

66. If you're pitching retailers without a clear, data-backed selling story, you're hoping—not selling. And hope is expensive in CPG. In this live coaching-style episode with the founders of The Gluten Free Bar, we unpack what it really takes to compete in one of the most crowded categories in retail. We talk about becoming an expert in your shopper, understanding why consumers choose your competi...

65. If you're trying to build your CPG brand alone, you're wasting time, money, and momentum. The right community can compress years of trial and error into a few focused conversations. In this episode, I sit down with Doug and Zach, founders of Colorado Food Works, a grassroots CPG networking community that grew from 16 people to over 450 engaged members in just 15 months. What started as two fou...

64. If your brand feels transactional instead of transformational, you'll struggle to build loyalty, drive velocity, and earn lasting retail support. Products don't build movements—missions do. In this episode, I sit down with Neil Grimmer, founder of Plum Organics and Habit, to unpack how to build a brand people rally around. From launching the baby food pouch category to pioneering personalized...

63. If you're trying to outspend big CPG brands at retail, you'll lose. The game isn't about bigger budgets—it's about better strategy and extending your runway. In this episode, I sit down with John Grubb, formerly of Sterling-Rice Group and now Summit Venture Management, to unpack the structural shift happening between big brands and emerging natural disruptors .   We discuss why legacy CPG stru...

62. If you're walking into buyer meetings with ranking reports instead of actionable insights, you're already behind. Retailers don't need to hear how great you are—they need you to help grow the category. In this episode, I sit down with Todd from Lundberg Family Farms to unpack how a legacy organic brand competes head-to-head with global CPG by leveraging true category management. We discuss hol...

61. If you ignore independent natural retailers, you're ignoring the heart and soul of natural CPG. And that's where real loyalty is built. In this episode, I sit down with Corinne Shindelar of INFRA (Independent Natural Food Retailers Association) to unpack why independent natural retailers remain critical to brand growth. We discuss how purchasing cooperatives level the playing field, how shared...

60. If you think what worked yesterday will work tomorrow, you're already losing. Complacency is the silent killer of CPG brands—and retailers see it instantly.   In this powerful conversation with Michael Sansolo, former executive at FMI and thought leader behind MorningNewsBeat, we unpack why relevance is the new table stakes in retail. We discuss personalization, technology, social media, categ...

59. If you're betting on legacy CPG brands to carry the future of retail, you're betting on the wrong consumer. A $2 trillion purchasing power shift is underway—and millennials are not buying what their parents did.   In this powerful conversation with Steve Hughes, former CEO of Boulder Brands and founder of Sunrise Strategic Partners, we unpack how small natural brands are replacing big CPG—and...

58. If your brand is only chasing profit, you're already losing. Today's consumers demand authenticity—and retailers reward mission-driven growth.   In this powerful conversation with Kyle from Organic India, we unpack how starting with a mission in mind builds stronger brands, deeper loyalty, and sustainable retail growth. From transforming farming communities in India to building a Certified B C...

57. If your brand isn't clear about what's in your food—and why it matters—you're already behind. Today's shoppers demand transparency, and they're voting with their dollars.   In this episode, I sit down with Steve Hoffman of Compass Natural to unpack the real differences between organic, non-GMO, regenerative agriculture, and the confusing new "bioengineered" labeling proposal. We discuss why th...

56. If you think rice is just a commodity, you're missing one of the biggest opportunities in sustainable CPG. How rice is grown impacts water use, methane emissions, farmer income—and your brand story.   In this episode, I sit down with Caryl Levine of Lotus Foods to unpack how a vision quest to China led to building a B Corp brand rooted in heirloom rice, direct and fair trade partnerships, and...

55. If you think organic is just a label, you're missing the bigger mission. Organic is about protecting soil, water, air—and building a food system that lasts.   In this episode, I sit down with Katherine DiMatteo, former Executive Director of the Organic Trade Association and leader within IFOAM, the Sustainable Food Trade Association, and the Climate Collaborative. We unpack the history of orga...

54. If you think retailers just want lower prices and bigger promos, you're missing the point. What they really want is growth—and partners who make their jobs easier.   In this in-depth conversation with former Whole Foods, Fresh Market, and Kroger executive Mathis Martines, we pull back the curtain on what retailers actually need from brands. We discuss why category managers can become your bigg...

53. When doctors gave no answers and inflammation stole her son's mobility, she didn't give up—she changed his diet and built a brand that disrupted salty snacks.   In this powerful episode, I sit down with Megan Reamer, co-founder of Jackson's Honest, to unpack how a life-or-death autoimmune crisis led to rethinking fats, carbohydrates, and the industrialization of food. We discuss ketogenic and...

52. If you're just selling a product instead of redefining when and why it's used, you're leaving massive growth on the table. Usage occasion disruption is how you reinvent categories and win at retail. Build this into your brand story. What is the difference between a $3 and $3,000 bottle of wine? Learn how to leverage that to transform your brand into an high-demand  premium staple.  In this epi...

51. If your brand exists only to sell product, you're missing the bigger opportunity. Today's consumers vote with their dollars—and they reward purpose, transparency, and impact.   In this inspiring conversation with Ahmed Rahim, co-founder of Numi Organic Tea, we unpack how a simple cup of tea became a vehicle for global change. From launching fair trade tea standards to creating the Numi Foundat...

50. If you're chasing growth without purpose—or purpose without profit—you're building on sand. Sustainable CPG leadership requires both bold vision and humility.   In this powerful conversation with Sheryl O'Loughlin (Clif Bar, Plum Organics, REBBL), we unpack what it really takes to build mission-driven brands that scale. From launching Luna Bar and redefining women's energy nutrition, to disrup...

49. If you think price drives health and wellness sales, you're missing the real growth engine in CPG. The natural shopper isn't motivated by discounts—they're motivated by trust, transparency, and mission.   In this keynote from the Category Management Association conference, I break down what's truly driving natural and organic growth across every retail channel. Organic is the gold standard. "N...

48. If your brand is only chasing velocity, you're missing the bigger opportunity. The brands that win today are built on purpose, community, and authentic connection—not just shelf space.   In this inspiring episode, I sit down with Chip Heim and Megan Shea, co-founders of The Soulfull Project, to unpack how one encounter with food insecurity sparked a mission-driven CPG brand. What began as a pr...

47. If your brand stops at "organic" but ignores how your business operates, you're missing the bigger opportunity. Regenerative agriculture is powerful—but regenerative business is transformational.   In this powerful conversation with industry veteran Neil, we unpack what makes natural truly natural—and why food is medicine is more than a slogan. From launching a natural food co-op in the 1970s...

46. If you're trying to build your CPG brand alone, you're making it harder than it needs to be. The fastest path to retail growth isn't hustle—it's community, mentorship, and aligned partnerships.   In this powerful conversation with Alex Honnold (Alpine Start) and Vice President of Naturally Boulder, we unpack how conscious growth, leadership, and innovation fuel sustainable CPG success. From le...

45. If you don't understand your numbers, you don't control your destiny. Growth without financial discipline is fragile—and retailers can see it instantly.   In this powerful conversation with TJ McIntyre, CEO of Bobo's Oat Bars, we unpack what it really takes to scale a natural CPG brand with discipline and heart. From working alongside industry legends like Steve Demos and Steve Hughes to leadi...

44. If you treat "natural" like a trend instead of a movement, you'll miss the growth engine driving modern CPG. Organic, plant-based, clean label—these aren't fads. They're redefining retail.   In this special Category Management Association webinar panel, I sit down with leaders from Jackson's Honest, Alpine Start, and Beyond Meat to unpack what truly makes natural brands win. We explore how mis...