Formulation to Exit: How Durable CPG Brands Are Built | Jeff Grogg, JPG Resources

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 exit.Before founding JPG Resources, Jeff held senior R&D and innovation roles at Kellogg and Kashi during its hypergrowth years. Since then, he’s worked alongside hundreds of emerging and established brands.Jeff breaks down the current state of innovation in food and beverage, where founders are quietly taking on the biggest risks without realizing it, how to build a true culture of innovation, when product portfolio expansion makes sense (and when it absolutely doesn’t), and how brands can launch products on time and on budget without blowing up margins.Jeff also shares hard-earned insights on convenience as a growth driver, reducing COGS without sacrificing quality, navigating co-manufacturer relationships, the difference between chasing microtrends versus building around durable macro shifts, and how brands should think about preparing for an exit.---------------Episode Highlights:🥦 Scaling Caulipower into a nine-figure brand🧠 The current reset happening in CPG innovation⚠️ The biggest hidden risks founders take with innovation🏗️ Building a real culture of innovation📊 When product portfolio expansion is justified⏱️ Launching products on time and on budget🛒 Why convenience drives repeat and scale💰 Practical ways to reduce COGS🏭 How to work with co-manufacturers strategically🌊 Macro vs. micro trends in food & beverage🔮 Where Jeff sees the biggest opportunities ahead🚪 What it really takes to prepare for an exit---------------Table of Contents:00:00 – Intro00:55 – Origin story, JPG Resources services & venture investing03:10 – Scaling Caulipower to nine figures04:10 – The state of innovation in CPG07:46 – One of the biggest risks to innovation10:09 – Building a culture of innovation12:43 – Justifying product portfolio expansion14:53 – Launching products on time and on budget17:19 – The importance of convenience20:48 – Reducing COGS24:21 – Co-manufacturers29:10 – Macro vs. micro trends31:06 – Trends and opportunities33:40 – Getting ready for an exit---------------Links:JPG Resources – https://www.jpgresources.comFollow Jeff on LinkedIn – https://www.linkedin.com/in/jeffgrogg/Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.