Selling Meat Sticks into United Airlines, Lowe's, Home Depot, and Dick's Sporting Goods | Paige Billings, Anthem Snacks

On this episode, we’re joined by Paige Billings, VP of Marketing at Anthem Snacks - the veteran-owned jerky brand started by a former Green Beret - and Founder of Dot Digital Media.We dive into how Anthem has pushed into unconventional retail channels and the strategies for succeeding in limited shelf space environments - from Lowe’s, Home Depot, and Dick’s Sporting Goods to United Airlines’ in-flight program - proving that discovery doesn’t have to happen in the grocery aisle.We also explore how Anthem leverages Pinterest as an underrated growth engine, persona mapping, and Costco.—---------------Episode Highlights:🥩 Building a veteran-owned brand rooted in service and authenticity🧱 How Anthem broke into channels like Lowe’s, Home Depot, and United Airlines📦 Packaging that balances brand story and retail practicality📌 Why Pinterest is an underrated platform💬 Turning mission-driven storytelling into measurable marketing🔥 Trends shaping the future of better-for-you snacking—---------------Table of Contents:00:45:17 - Anthem origin story03:15:13 - The early days, creating differentiation06:48:21 - Target personas11:10:09 - Packaging design15:08:20 - United Airlines partnership20:24:29 - Selling into unconventional channels27:53:21 - Costco32:32:08 - Pinterest, the under-the-radar channel37:59:13 - Trends—---------------Links:Anthem Snacks – https://www.anthemsnacks.comFollow Paige on LinkedIn – https://www.linkedin.com/in/paige-billings-34623698/ Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinberg/ Try Anthem Snacks with code SHELFPOD20 until 1/31/26 (not valid on subscription products and cannot be stacked).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.