48. Purpose-Driven CPG: From Idea to Impact With Chip Heim, The Soulfull Project

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 promise to help one family evolved into a Public Benefit Corporation and Certified B Corp donating a serving for every serving sold. We talk about the power of ethnographic research, why demos outperform focus groups, how to fall in love with your consumer, and why retailers are community partners—not just distribution points. You'll hear how purpose fuels loyalty, how to align mission with margin, and why your dollar is your voice. Download my free Turnkey Sales Story Strategies Course and learn how to build a selling story that earns shelf space and builds lasting brand equity. Then explore additional episodes to deepen your retail and category leadership strategy. Get instant access on the show webpage: RetailSolved.com/session48