Shelf Help: The Tactical CPG Podcast

On this episode, we're joined by Elan Halpern , Co-Founder of Sourmilk - the NYC-based functional greek yogurt brand designed to actually deliver real probiotic benefits, not just the perception of them. Elan is a Stanford CS grad and former tech PM who, alongside co-founder Kiki, started out selling yogurt on bikes out of backpacks across New York City. We dive into the science behind why mo...

On this episode, we're joined by Christian Karim Khalil, Founder & CEO of Yaza - the fast-growing brand bringing traditionally made, clean-ingredient labneh and Mediterranean dips to the U.S. market.  Christian brings years of global CPG experience from a handful of countries around the world. Christian walks through the nine-month R&D process, the grueling six-month search for a dair...

On this episode, we're joined by Betsy Gillette , Co-Founder and CEO of Synergy Sales Consulting Group - the specialized sales management firm that acts as the full sales team for emerging CPG brands looking to scale nationally across grocery, natural, and mass channels.  Betsy brings deep industry experience from leadership roles at UNFI, White Wave, Ignite Sales Management (before it sold t...

On this episode, we're joined by Andy Kurtts , Creative Director and Founder of Buttermilk Creative - the North Carolina-based CPG design firm behind some of the most recognized better-for-you brands on shelf.  Andy breaks down the most expensive packaging mistakes he sees founders make, specifically how RGB-to-CMYK color mismatches compound across substrates and SKUs, and why the nutrition f...

On this episode, we're joined by Kiera Kehoe , Brand Manager at Smash Kitchen - the organic condiments and cooking oils brand co-founded by actor Glenn Powell. Kiera previously built and ran Lift Off, a demo and merchandising agency covering roughly 40 states, and honed her brand management chops at cool brands like Zack's Mighty. We dive into the real mechanics of building and running a...

On this episode, we're joined by Sam Nebel, Co-Founder and Chief Commercial Officer at Goodwipes , a fast-growing eco-friendly wet wipes brand that's secured shelf space in pretty much every major retailer across the country.  In this episode, Sam shares the wild origin story of Goodwipes - which started with a bathroom conversation at a Florida State fraternity house - and breaks down h...

On this episode, we’re joined by Seth Waite , Partner at Schaefer , the buyer psychology firm that helps brands understand why people actually buy . Seth has spent his career building, advising, and investing in businesses at the intersection of CPG, ecommerce, and analytics, with a deep focus on turning consumer insight into commercial clarity. Seth breaks down how Schaefer approaches buyer resea...

On this episode, we’re joined by Jeff Grogg , Founder & Managing Director of JPG Resources - one of the most influential food and beverage innovation and operations platforms in CPG. He's also a Co-founder of RCV Frontline Ventures . Jeff has spent decades building, scaling, and advising brands across every stage of growth - from early formulation through commercialization, scale, and exi...

On this episode, we’re joined by Kathrin Henon , Founder & CEO of Planet Bake - the better-for-you donut brand making sugar-free, low-carb, gluten-free, plant-based donuts that actually taste indulgent. Kathrin shares her journey from a design and fashion background to building Planet Bake during the pandemic, driven by a desire to solve real problems around sugar, metabolic health, and access...

On this episode, we’re joined by Jake Tannenbaum , Founder & CEO of Craftmix - the instant cocktail (and other things) mixer brand built for people who want better drinks without the mess, prep, or sugar bombs.  Jake started Craftmix after years of bartending and realizing that even he couldn’t make a decent cocktail at friends’ houses with what they actually had on hand. That insight turned i...

On this episode, we’re joined by Matt Borish , VP of Marketing at Union Chill Cannabis Co. - a multi-state cannabis retailer operating in New Jersey and New York. We get into the realities of driving foot traffic and new customer visits when paid media options are limited and competition ramps quickly. Matt breaks down how Union Chill approaches the Super Bowl of cannabis, how they think about pla...

On this episode, we’re joined by Jessica Berger , Founder & CEO of Bundle X Joy , the female-founded, purpose-driven pet brand rethinking dog nutrition, branding, and community. Jess brings nearly two decades of experience from inside the pet industry, including building private label brands and working across major retailers, before stepping out to create the brand she wished existed. We get...

On this episode, we’re joined by Gabriel González , Co-Founder and Co-CEO of Casalú , the rum-based RTD cocktail brand. In Gabriel’s own words, his goal is to build the Red Bull of Latino culture . We dive into the initial insight that rum was missing from the hard seltzer boom, and the broader cultural shift that made a Latino-first brand not just viable, but necessary. Gabriel shares how Casalú...

On this episode, we’re joined by Cody Allen and Alex Bennet , Co-Founders of Joon Foods , the award-winning pistachio brand that’s gone from zero to roughly 1,500 doors in just seven months. Built on a 300-year-old family recipe and a modern, flavor-forward approach, Joon is showing consumers what pistachios “really taste like”. We get into the realities of formulation and R&D, how they approa...

On this episode, we’re joined by Mac Anderson , Co-Founder & Chief Commercial Officer of Cleveland Kitchen (formerly Cleveland Kraut) - the #1 kimchi and kraut brand in the U.S. Mac, his brother Drew, and their brother-in-law Luke built the company from Saturday farmer’s markets into a national fermented-foods platform spanning kraut, kimchi, pickles, and more , now sitting at roughly 15,000 d...

On this episode, we’re joined by Kristina Marino , BevAlc consultant and marketing leader , who’s helped scale brands like Mr Black and Kombrewcha just to name a few. Kristina brings an operator’s lens to today’s bevalc reality: tougher distributor dynamics, shifting shopper behavior, and the need to design brands that earn repeat in both off-prem and on-prem. We get into what’s working now in bev...

 On this episode, we’re joined by Tyrel Johnson , the Co-Founder & CEO of Natty Ice Cream , the high-protein, clean-label ice cream brand rapidly breaking into the frozen set.  Tyrel and his brother Garrett turned a home fitness journey, a Ninja Creami obsession, and relentless R&D into a brand that's gaining traction fast. Tyrel shares the inside story of building Natty from a Brevil...

On this episode, we’re joined by Courtney Shane , Founder & CEO of Challenger Brand Group . Courtney led turnarounds for iconic brands like Windex, Tollhouse, and Windex and now brings big brand rigor to emerging, challenger brands. We dig into how to think like a P&L-minded marketer, what she had to unlearn from “Big CPG,” the initiatives that change trajectories like nailing price-pack a...

On this episode, we’re joined by BJ McCaslin , the Co-Founder & CEO of Holy! Water , the beverage brand pushing the boundaries of function, combining ketones, nootropics, functional mushrooms, and in some SKUs, THC.  A 20-year beverage veteran who previously built and exited Coco Café to Vita Coco, BJ brings a rare blend of street-level intuition, scientific curiosity, and battle-tested entrep...

On this episode, we’re joined by Chris Wendling , Executive Vice President of Marketing at Carbone Fine Food , the fast-growing brand translating the iconic Carbone restaurant experience into the grocery aisle. Since launching in 2021, Carbone has quickly become one of the top-selling premium pasta sauce brands in America, expanding into club, mass, and specialty retailers. Chris shares how his sa...

On this episode, we’re joined by Jeff Bull , the Chief Creative Officer at Uncle Arnie’s , one of the fastest-growing THC beverage brands in the country. Jeff is the creative mind behind the Arnieverse - the nostalgic, fun-first brand world that has helped propel Uncle Arnie’s from a California cult favorite to a nationwide force across both dispensaries and the booming hemp-derived beverage marke...

On this episode, we’re joined by Scott Marcus , CEO and Co-Founder of Blue Zones Kitchen , the mission-driven frozen foods brand rooted in the research behind the world’s longest-lived communities.  After helping scale Vital Farms to the point of IPO and beyond, Scott set out to build a new kind of food company. Scott breaks down how he and his co-founders, Dan Buettner and Matt O’Hare, transforme...

On this episode, we’re joined by Audrey Burger , the former President of Primal Kitchen and the founder of Pace Setters , a consultancy that helps CPG brands sharpen their strategy, strengthen their commercial foundations, and transition from an emerging brand into a long-standing, scalable business. With deep experience in go-to-market strategy, portfolio planning, retail storytelling, and post-a...

On this episode, we’re joined by Ian Tecklin , the Founder & CEO of Ripi , a recently launched, fast-growing upstart that’s redefining frozen pasta. Ian spent years in M&A and early-stage investing before partnering with Top Chef alum Joe Sasto to bring chef-level pasta to the masses through an accessible, freezer-friendly format. With explosive early retail traction and a growing fan base...

On this episode, we’re joined by Marc Brown , Founder of ONOIN - the newly launched pre-chopped, flavored onions packed in 100% olive oil that can be used as topping, marinade, a base for a sauce, or any scenario where you want to spice up a meal. Before launching ONOIN, Marc spent years leading R&D and commercialization at brands like Clio Snacks, Danone, and Hain Celestial, giving him a rare...