PODCAST · business
Shelf Space
by Connor Macpherson and Luke Anthony
Conversations with CPG founders at the top of their game. Gathering unique insights and having impactful conversations to help guide the next generation of founders.
Episodes
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The Seltzer That Outgrew the Nelk Boys - Alex Isby on Happy Dad's Next Chapter
What does it actually take to make a creator brand last longer than the hype? On this episode of ShelfSpace, Connor Macpherson and Luke Anthony sit down with Alex Isby, Director of Product and Innovation at Happy Dad, the hard seltzer founded by the Nelk Boys in 2021. Alex left E. & J. Gallo…
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Built and Sold in Five Years - Jon Sebastiani on KRAVE, selling to Hersey and Sonoma Brands
How do you take a "gas station" snack, make it premium, and sell it to Hershey in just five years? On this episode of Shelf Space, Connor Macpherson sits down with Jon Sebastiani, founder of KRAVE Jerky and founder of Sonoma Brands Capital, the growth equity firm behind brands like Oats…
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Stolen Trucks, Broken Bottles, and a Billion-Dollar Vision - Jared Pobre on Caldera + Lab
Most men's skincare brands buy an existing formula off the shelf and slap a label on it. Jared Pobre, founder and CEO of Caldera + Lab, did the opposite — and it cost him two extra years. In this episode, Jared breaks down how he validated a men's skincare brand using anonymous freelance...
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Building the Dyson of Drinking Water - Charlie Carlisle on Rorra's Vision
Charlie Carlisle went from building and selling Love Your Melon, to spending his days reviewing 30 to 40 acquisition decks a week as a portfolio strategist at WIN Brands Group, to co-founding Rorra: a premium water filtration brand built on stainless steel and glass instead of the plastic the…
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The VC Behind Your Favorite Celebrity Brand - Scott Van den Berg on HotStart's Investment Thesis
Everyone wants a celebrity co-founder. Almost nobody knows how to structure that deal without blowing up their company. Scott van den Berg is the founder of Hot Start (formerly Influencer Capital), a venture fund that exclusively invests in and builds brands with celebrities and creators. Before...
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From Gourmet Pies to Teen Skincare - Maree Glading on Building Evre. Skincare
\Maree Glading has built two companies from nothing, sold one before she turned 40, and is now taking on the US beauty market all the way from New Zealand. In this episode of ShelfSpace, she sits down with Connor Macpherson and Luke Anthony to unpack 28 years in CPG and the playbook behind it…
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From Instagram DM to 1,200 Stores - Sean Knecht on Inventing a New Snack Category with Tantos
What happens when you DM a Top Chef finalist about pasta dough and end up co-founding a snack brand? Sean Knecht is the co-founder of Tantos, the first and only puffed pasta chip, built alongside celebrity chef Joe Sasto. What started as a happy accident called "pasta nachos" at a pop-up dinner...
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The Fractional Operator Behind Brooklyn Beckham's Cloud 23 - Mac McAvoy on Building CPG Ops
Most CPG founders can tell you how many cases they have on hand. Almost none can tell you how many days that actually buys them. In this episode, Connor and Luke sit down with Mac McAvoy, founder of DeepWorks CPG and one of the sharpest operators in consumer goods, to unpack the unglamorous…
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Retail First, Never D2C - Renee Lee on Building MOXX Brands Inside Walmart, Target and Whole Foods
Most founders build online first and pray retail works later. Renee Lee did the opposite. Renee co-founded MOXX Brands with Grant Taylor and went straight for the shelf. Five years later, MOXX is one of New Zealand's fastest growing FMCG company with six brands across Walmart, Target, Coles,...
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No Investors, No VC, $100M in Year Four - Zelka Ridjosic on Self-Funding Joyburst
Zelka Ridjosic stumbled into CPG after a career that spanned advertising, consulting, finance, pharma, and building medical animation for the Dr. Oz Show, HBO, and CNN. Then a neighbor said seven words that changed everything: "Come work with me, you'll figure it out." Today she is Co-Founder and...
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The Next Big Hydration Brand - Jordan Iglesias on His Billion Dollar Mission at Dry Water
Jordan Iglesias has sold beverages at nearly every altitude the industry has. Thirteen and a half years at PepsiCo, a stint at Red Bull he thought would last forever, and a front-row seat at Congo Brands as it launched some of the fastest-growing CPG names on the planet in Prime Hydration, Alani...
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1,084 Stores, Zero Outside Investors - Jia Liao on Growing Hotpot Queen Organically
Jia Liao is the founder of Hapa Queen, a Sichuan hot pot brand built to honor her mother, the original "Queen of Hapa" in China who invented the split broth pot that let spicy and non spicy eaters share the same table. In this episode, Jia opens up about walking away from her first venture (a tea...
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10,000 Stores With a Team of Six - Vinny Wilson on Building NoCap Soda Pop
What happens when you mix Red Bull DNA, PRIME Hydration hustle, and a father-son duo with nothing to lose? You get NoCap Soda Pop - a brand which is on track to hit 10,000 stores nationwide in under two years with a team of just six. Vinny Wilson was the 32nd hire at Congo Brands during the PRIME...
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From Selling Ginger Beer to Building a leading Soda Brand - Atlas Cheek on Lady Bird’s Rise
Atlas Cheek didn’t set out to build a soda brand. He set out to build a premium mixer company after losing his job at a struggling Texas distillery, and ended up stumbling into one of the fastest growing better for you soda stories in the country. In this episode, Atlas breaks down his path from...
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Leaving One Rocket Ship To Build Another - Shannon Race on Vital Proteins, CAVU, and Bio.me
She was employee #10 at Vital Proteins. When she left, the brand was closing in on $400M in sales and had just landed Jennifer Aniston as a spokesperson. In this episode, Shannon Race takes us behind the scenes of one of the most remarkable brand stories in the supplement industry. From the early...
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$3M in 47 Days - Jay Hunter on Launching K2O With Kylie Jenner
Day 47. $3 million in sales. A product backed by Kylie Jenner and Kris Jenner. And a CEO who's only just getting started. Jay Hunter spent seven years scaling MaryRuth's from a scrappy Amazon-first brand into one of the biggest names in wellness supplements - going from Amazon director to CRO...
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From Kind Snacks to Baking Mixes - Lindsay Hancock on Launching My Better Batch
She sold her last company to Kind Snacks. Then Mars bought Kind. Then she quit, had no insurance, was a single mom of two, and started all over again. Lindsay Hancock is the founder of My Better Batch, a premium clean-ingredient cookie mix brand now landing in major US national retailers - and...
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Partnering with Harry Kane, Sainsbury's & More - Al Duffield on Scaling Vital
Harry Kane backed this brand. Four retailers in four months. And it all started with Google. Al Duffield, founder of Vital, didn't follow the typical CPG playbook. No splashy ad campaigns. No army of junior hires. Just a relentless focus on proving the concept - one contract caterer at a time -...
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Walking Away From Millions to Build Something That Matters – Charlotte Langley on Nice Cans
What happens when you walk away from a multi-million dollar tech-bro business model to bootstrap a lean CPG brand from scratch?In this episode, we sit down with Charlotte Langley, founder of Nice Cans, to unpack the unfiltered truth about building a sustainable consumer product goods brand. After...
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1,200 New Doors in Two Months – How the Coaqua Bros Turn Trade Show Energy Into Mass Retail
How do you walk out of a trade show with 1,200 new points of distribution? In this episode of Shelf Space, hosts Connor Macpherson and Luke Anthony sit down with Justin and Tony, the powerhouse "Coco Bros" behind Coaqua. They share the raw, unfiltered journey of taking a premium coconut water…
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How Heaps Normal Took on Heineken - Tim Snape on Challenging Big Beer
Can an independent, non-alcoholic Aussie beer brand out-rank Heineken at Coles and Woolworths? 🍻 In this episode of Shelf Space, we sit down with Tim Snape, Head of Brand at Heaps Normal, to unpack how a tiny startup grew into one of Australia's top-performing non-alcoholic beer brands. Tim…
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The Retail Capital Gap - Will Fischer on Funding CPG Growth
Most founders think scaling a consumer brand means making a brutal choice: either dilute your equity with venture capital, or drown in the slow, rigid paperwork of legacy banks. But as the retail landscape gets faster, a third option is quietly leveling the playing field. In this episode, we sit...
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Ex-Netflix & Dr. Squatch Founder Dejan Rankovic - Putting Creatine in Cereal & Going Viral
“Everyone told me it was the dumbest thing I could possibly do.” In this episode, we sit down with Dejan Rankovic, the mind behind Man Cereal, the world’s first high-performance cereal infused with creatine. After a high-stakes career in growth strategy at Netflix and helping scale Dr. Squatch to…
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4,500 Stores, Zero Sales Team - Sophie Hood on Building Seoul Tonic Across Australia, the US and UK
In this episode, we dive into the incredible story of how Sophie Hood scaled her functional wellness brand, Seoul Tonic, to over 4,500 stores across Australia, the US, and the UK with absolutely no sales team. As a former strategist for industry giants like Red Bull and LVMH and the winner of...
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Scaling to Eight Figures on Cashflow Alone - Caleb Marshall On Building Tropeaka From Nothing
In this episode of Shelf Space, we sit down with Caleb Marshall to discuss the journey of building Tropeaka from the ground up and scaling it into an eight-figure business using cashflow alone.From the early challenges of starting with nothing to the key strategies behind sustainable growth, this...
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Soylent, Kin Euphorics, and the Bella Hadid Deal - The Unfiltered Truth About Building CPG Brands at Scale
The first episode is in! Most brands fail in retail because they ignore the one thing that matters most: shelf space. In this episode, Matt Cauble reveals how simple, eye-catching packaging and clear messaging can make or break your product in stores like Whole Foods and Walmart. Learn how to…
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ABOUT THIS SHOW
Conversations with CPG founders at the top of their game. Gathering unique insights and having impactful conversations to help guide the next generation of founders.
HOSTED BY
Connor Macpherson and Luke Anthony
CATEGORIES
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Frequently Asked Questions
How many episodes does Shelf Space have?
Shelf Space currently has 26 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Shelf Space about?
Conversations with CPG founders at the top of their game. Gathering unique insights and having impactful conversations to help guide the next generation of founders.
How often does Shelf Space release new episodes?
Shelf Space has 26 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to Shelf Space?
You can listen to Shelf Space on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Shelf Space?
Shelf Space is created and hosted by Connor Macpherson and Luke Anthony.
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