Bulletproof Your CPG Brand

29. If your message gets lost in translation, your product won't survive at retail. Most brands rely on brokers, distributors, or canned decks—and their story fades into noise. In this episode, I introduce my Turnkey Sales Story Strategies framework and explain why storytelling—not discounts—is your most powerful competitive advantage. The brands we remember aren't louder. They're clearer. They pa...

28. If you're drowning in busy work, your brand will stall. You can't scale if you're stuck doing tasks someone else could handle. In this episode, I sit down with Connor Gillivan, co-founder of FreeeUp, to unpack one of the biggest bottlenecks facing entrepreneurs: time. From building a $25M Amazon business to managing 60+ freelancers, Connor shares how smart delegation accelerates growth without...

27. If you treat natural, non-GMO, and organic as the same thing, you're confusing shoppers—and leaving category growth on the table. Most consumers don't understand the difference… and many retailers don't either. In this Category Management Association webinar, I break down what truly defines natural, non-GMO, organic, and clean label—and why organic is the gold standard of verified trust. We un...

26. If your brand story isn't clear, consistent, and authentic, retailers won't buy in—and consumers won't care. Your message can't stop at the package. It must live in every person representing your brand. In this powerful conversation with Bobby Umar, personal branding expert and TEDx speaker, we unpack how to define your brand narrative, align your entire organization around it, and communicate...

25. If shoppers can't find your product, they can't buy it. And if you're promoting items that aren't in full distribution, you're wasting trade dollars and weakening your brand. In this foundational episode, I break down why distribution is the single most overlooked growth lever in CPG. Big brands feel it less. Emerging brands feel it immediately. I explain why your top-selling SKUs must be in e...

24. If you're setting goals without a strategy, you're gambling with your brand. Most CPG companies—large and small—miss growth targets because they lack focus, discipline, and alignment. In this foundational episode, I break down 10 proven strategies to build sustainable sales and profits. From setting SMART goals and closing distribution gaps to becoming a value-added resource for your retailers...

23. If your in-store demos are flat, poorly trained, or unsupported, you're wasting money—and hurting your brand. A bad demo is worse than no demo at all. In this episode, I sit down with Andrew Therrien from Sampler to break down what separates high-performing retail demos from expensive "educational" failures. We unpack how demos fuel base sales, why co-demos expand basket size, how to align dem...

22. If you're making product claims without scientific substantiation, you're risking lawsuits, recalls, and retailer rejection. Passion is not proof—and "my mom loves it" isn't evidence. In this episode, I sit down with regulatory and science expert Risa Schulman of Tap~Root to unpack why efficacy, transparency, and regulatory compliance are non-negotiable in natural CPG. We break down the differ...

21. If your brand is only chasing revenue, you're leaving impact—and long-term loyalty—on the table. Purpose-driven companies outperform because they build trust first. In this powerful conversation with Robert Craven, CEO of MegaFood, we unpack what it really means to lead a conscious CPG company. From curing "nutritional poverty" to launching 24/7 live-stream transparency inside their manufactur...

20. If your packaging harms the planet after purchase, your brand story stops at the shelf. Sustainable packaging isn't a trend—it's retail's next competitive advantage. In this powerful conversation with Reyna Bryan of Elk Packaging and Rain Child Design, we unpack the hidden lifecycle of conventional packaging—landfills, oceans, toxins—and why multilayer laminates rarely degrade within our lifet...

19. If 70–90% of trade spend is wasted, your promotions aren't fueling growth—they're draining profit. Promotions should be rocket fuel for new customer acquisition, but when mismanaged, they destroy margin, create out-of-stocks, and train shoppers to only buy on deal. In this foundational episode, I break down the biggest promotional pitfalls hurting emerging CPG brands: menu programs with no gua...

18. If your brand is built on shortcuts instead of standards, consumers will eventually find out. Today's shoppers demand transparency, traceability, and real farmer partnerships—not factory food. In this powerful conversation with Jefferson Heatwole of Shenandoah Valley Organic (SVO), we unpack how a group of farmers disrupted the conventional poultry model by creating a farmer-owned, certified o...

17. If shoppers can't find your product, they can't buy it—and they'll buy your competitor instead. Distribution isn't optional. It's the foundation of your brand. In this episode, I break down why distribution is the single most important growth lever in CPG—and why not all distribution is good distribution. We explore push vs. pull strategies, how to build an evangelistic following that drives r...

16. If you're spending thousands on trade shows hoping the right buyer "walks by," you're gambling with your runway. Booth fees, samples, travel, and staffing add up fast—but how many real purchase orders do you get in return? In this episode, I sit down with Sarah Davidson and Joe Tarnowski from ECRM to unpack a smarter way to get in front of retail buyers. Instead of chasing distracted buyers ac...

15. If you think Amazon buying Whole Foods only means lower prices, you're missing the bigger shift. This merger is reshaping natural retail—and independent stores must decide how to respond. In this episode, I sit down with Laurie of Whole Foods Magazine to unpack why Jeff Bezos was named 2017 Person of the Year and what Amazon's data-driven culture means for natural brands and retailers. We expl...

14. If you "hand the keys" to a broker and hope for results, you're setting your brand up for disappointment. Brokers can accelerate growth—but only if you lead the relationship. In this episode, I sit down with Bryan to break down what a broker really is, when to use regional vs. national firms, and how to maximize an external sales force without losing your brand voice. We unpack the difference...

13. If you're building a food brand without authentic storytelling, you're invisible. Consumers don't remember features—they remember stories. In this episode, I sit down with Matt Aaron, host of The Food Startup Podcast, to unpack how conversations with founders can accelerate growth, sharpen confidence, and reveal the truth behind successful brands. Matt shares how he built his podcast to learn...

12. If you're only thinking Canada for expansion, you may be missing one of the fastest-growing natural markets in the world. Mexico's natural category is growing 42–45% annually—and hungry for U.S. brands. In this episode, I sit down with John Pagliaro, founder of the Mexican Healthy Products Summit, to unpack the real opportunity in Mexico and broader Latin America. With a population of 125 mill...

11. If you think organic is the pinnacle of dairy, you're only halfway there. Grass-fed organic is redefining what "healthy" really means—and consumers are waking up. In this powerful conversation with Tim Joseph, CEO of Maple Hill Creamery, we unpack how one farmer's persistence transformed a struggling dairy into the nation's first third-party certified 100% grass-fed organic brand. From maxed-o...

10. If shoppers can't find your product, they will buy your competitor's—and you may never get them back. Retail doesn't forgive execution mistakes. In this Halloween-themed episode, I share real-life retail horror stories—from products that didn't fit on shelves, to packaging that fell over, to out-of-stocks mistaken for slow sales, to brands biting off more distribution than they could support....

9. If your packaging takes 40–75 days to produce, you're already behind. Long lead times, bulk minimums, and outdated supply chains are killing agility for emerging CPG brands. In this episode, I sit down with Tom Dunn and Kelly Williams of FlexPack Knowledge to unpack how digital printing and a reconfigured packaging supply chain can transform retail execution. Imagine designing packaging on your...

8. If your marketing is louder than your innovation, you're building on hype—not value. Real, sustainable sales happen when innovation drives the marketing story. In this powerful conversation with Joel Warady, former CMO and Chief Innovation Officer of Enjoy Life Foods, we unpack how a bold "gluten-free plus top 8 allergen-free" strategy created an entirely new category. While other brands chased...

7. If shoppers can't find your product, they can't buy it—and they'll switch brands without hesitation. Merchandising isn't busy work. It's your frontline growth engine. In this episode, I sit down with Mat Brogie, COO of Repsly, to break down what separates average merchandisers from true brand evangelists. We unpack why enthusiasm, articulation, integrity, and attention to detail matter more tha...

6. If you think your only competition is the store down the street, you're already behind. Today's consumer builds a personal supply chain —and if you're not in it, you're irrelevant. In this powerful conversation with Bill Bishop of Brick Meets Click, we unpack how digital technology is fragmenting the mass market and reshaping retail. Bill explains why your most valuable 20% of shoppers drive 80...

5. If shoppers can't find your product, they can't buy it—and nothing happens until someone buys your product. Sustainable sales don't happen by accident. They require strategy, discipline, and execution. In this foundational episode, I break down the Top 10 Strategies to Build Sustainable Sales and Profits —a practical roadmap to help you get on shelf and stay there. We cover SMART goal setting,...