150. From Farm to Shelf: Turning Ingredients Into Value With Kristyn Lawson, Krissy Farms

150. Your product isn't losing at retail because of price—it's losing because you're not telling the ingredient story that builds trust. If shoppers don't understand where your ingredients come from or why they matter, you become just another SKU on a crowded shelf. In this episode, I sit down with Kristyn of Krissy Farms to unpack how regenerative sourcing, real ingredient integrity, and mission-driven brands create a competitive advantage at retail. We talk about why produce is the gateway to the entire store, how food waste can become opportunity, why sensory quality matters more than marketing claims, and how aligning with farmer values builds deeper retailer trust. This isn't just about clean labels. It's about leveraging your ingredient story to strengthen your selling story, win shelf space, and create loyal evangelists—not transactional buyers. Download the free guide at the link in the show notes and listen to related episodes to go deeper into category management, retail strategy, and sustainable CPG growth. Get instant access on the show webpage: RetailSolved.com/session150