Shelf Help: The Tactical CPG Podcast

On this episode, we're joined by Hannah Awada, Co-founder and CEO of Hummus Goodness - the Michigan-based brand making authentic, clean-label Lebanese-style hummus with real ingredients and zero preservatives.We talk about selling hummus out of her kitchen window in Shanghai to expats on WeChat, to re-launching Hummus Goodness in a church kitchen in Michigan in 2019. Hannah walks through the formulation decisions that keep the product authentic - olive oil over soybean oil, fresh lemon juice, no citric acid - and how a made-to-order production model protects cash and margin.A big part of the conversation focuses on the Meijer relationship - how a competitor recall opened the door, how Hannah grew from 3 local format stores to all 278 Meijer locations, and why in-store demos remain her number one velocity driver. Hannah also breaks down the brand's major packaging refresh, going from a clear cup with a white lid to bold, personality-driven packaging with playful flavor names like Garlic Glory and The Big Dill.We also get into the anchor account strategy Hannah uses for new market expansion, bootstrapping for five years before a pre-seed round with Michigan Rise, and the tight-knit Michigan CPG founder community she leans on.---------------Episode Highlights:🏠 Origin story: selling hummus out of a kitchen window in Shanghai🧪 Formulation: olive oil, fresh lemon, and zero preservatives⏱️ Made-to-order production (not made-to-stock)⛪ From a church kitchen to a 7,000 cups/week operation🏭 Finding a manufacturing partner through family connections🛒 How a competitor recall opened the door at Meijer📈 Growing from 3 local format stores to all 278 Meijer locations🎯 In-store demos as the #1 velocity driver🎨 The packaging rebrand that matched the brand's personality✈️ Food service channel (Delta Sky Lounges, universities)💸 Bootstrapping for 5 years before a pre-seed round🤝 The Michigan CPG founder community👀 "Kitchen Couture" and the rise of beautiful packaging---------------Table of Contents:00:00 – Intro00:48 – Origin story: Shanghai to Michigan03:30 – Lessons from selling hummus in Shanghai05:08 – Formulation and shelf life without preservatives07:10 – Church kitchen to own facility09:36 – Scaling from 700 to 7,000 cups a week for Meijer11:00 – Finding a manufacturing partner13:17 – Co-packer relationship advice15:00 – How a competitor recall opened the door at Meijer17:03 – Growing to all 278 Meijer stores19:29 – Bootstrapping for five years22:07 – Anchor account strategy for new markets25:20 – Driving velocity at retail27:02 – The packaging rebrand31:13 – Rebrand rollout lessons33:10 – Food service as a channel36:13 – Michigan CPG founder community38:18 – Kitchen Couture and trends to watch---------------Links:Hummus Goodness – https://www.hummusgoodness.com/Follow Hannah on LinkedIn – https://www.linkedin.com/in/hanadyawada/Follow Hummus Goodness on LinkedIn – https://www.linkedin.com/company/hummus-goodness/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 https://www.kitprint.co/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.

On this episode, we're joined by Rob Johnson, Co-Founder & CEO of Born Simple and Head of Innovation at Mizkan America - the protein-forward shelf-stable complete, prepared meals brand that pivoted from barbecue sauces and broth concentrates into a category that every buyer in the country says is desperate for a makeover. Rob spent years running small natural and organic brands inside Conagra before leaving to build Born Simple, selling it to Mizkan in 2021, and sticking around for nearly five years - one of the longer founder tenures post-acquisition in recent memory.We dig into how Born Simple was literally born in a Whole Foods meeting - the buyer hated the existing brand but loved the products, and Rob walked out with a nationwide launch commitment across two categories before the brand even had a name.Robs gets into what he calls the "NASCAR package" problem in big CPG, the Mizkan acquisition, and what founders should actually pay attention to beyond the check size.We also cover Rob's new role leading innovation across Mizkan America, where he's trying to expand beyond what he calls "innovation behind a computer screen" and replace it with startup-style consumer empathy inside a 225-year-old, $1B+ family-owned company.---------------Episode Highlights:🍖 How Born Simple went from barbecue sauce to protein-forward shelf-stable meals🛒 Landing a nationwide Whole Foods launch before the brand had a name🎨 Brand design inspired by Brandless and Public Goods - simplicity as strategy📦 The "NASCAR package" problem and why big CPG over-communicates on shelf🏷️ Adapting packaging to category - why Tetra Pak pasta sauce didn't work💰 Selling to Mizkan in 2021 and key deal terms for founders (earnouts, key man clauses)🤝 Why post-acquisition integration speed is the #1 thing founders overlook🔄 Pivoting into shelf-stable complete meals - a category in desperate need of a makeover🚀 Leading innovation at Mizkan America and killing "innovation behind a computer screen"🧪 Bringing startup thinking to a 225-year-old, $1B+ family-owned company---------------Table of Contents:00:00 – Intro00:45 – Origin story and the Whole Foods meeting03:18 – The Brandless and Public Goods insight04:52 – Small companies doing unscalable things05:57 – What big CPG experience actually teaches you10:10 – Sitting on both sides of M&A12:01 – Building Born Simple's brand identity and packaging design14:40 – The "NASCAR package" problem15:55 – Adapting packaging to category (Tetra Pak pasta sauce)17:18 – The stand cap pouch and glass recycling21:42 – Selling to Mizkan and reading the funding tea leaves26:10 – Key deal terms and what founders should negotiate28:15 – Post-acquisition integration and why it destroys value32:08 – Pivoting to protein-forward shelf-stable meals36:33 – Head of Innovation at Mizkan America38:00 – "Innovation behind a computer screen"---------------Links:Born Simple – https://www.bornsimple.com/Mizkan – https://www.mizkan.com/Follow Rob on LinkedIn – https://www.linkedin.com/in/robj2/Follow Adam 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 https://www.kitprint.co/.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.

On this episode, we're joined by Griffin Spolansky, Co-Founder & CEO of Mezcla - the plant-based puff crispy protein bar brand that's gone from Boston bodegas to 9,000+ doors and $17M raised.We dive into how Griffin started iterating in a co-founder's kitchen at 20 years old, how they landed on the puff crispy format, and the gut-driven flavor decisions behind their launch lineup. Griffin shares hard-earned advice on formulation, finding co-packers, and why keeping things simple beats trying to look sophisticated.We also get into the real mechanics of scaling from 50,000 bars in year one to a target of 20-30 million this year, why they stripped country qualifiers from flavor names to unlock supply chain flexibility, how their rebrand was driven by shelf clarity needs in mass conventional and club, and the door-to-door hustle that got them into their first 50 Boston bodegas before cracking Costco.Griffin also breaks down his profitability-first approach to growth, how he evaluates demos and secondary displays against trade spend budgets, and why he believes a founder's job is to create FOMO.---------------Episode Highlights:🍫 Origin story: creating a protein bar that's actually fun to eat🧪 Formulation R&D and why they chose the puff crispy format🏭 Finding co-packers and keeping your co-man honest🚚 Supply chain shifts (removing country qualifiers to scale)🎨 Packaging rebrand for shelf clarity in mass retail🛒 Door-to-door in Boston bodegas and cracking the distributor code💰 Growth with profitability: unit economics as the foundation🎯 Getting into Costco through Expo West🛍️ In-store demos, secondary displays, and trade spend math💸 Raising $17M total and the Series B journey🔥 Why a founder's job is to create FOMO👀 Brands to watch: Coconut Cult and Fish Wife---------------Table of Contents:00:00 – Intro00:37 – Origin story and the idea behind Mezcla02:10 – Formulation, R&D, and choosing the puff crispy format05:04 – Advice for up-and-coming CPG founders06:44 – Finding and working with co-packers09:07 – Supply chain and raw material sourcing at scale10:36 – Packaging design and building brand identity12:01 – The rebrand and designing for shelf clarity15:09 – Go-to-market: door-to-door in Boston and New York15:57 – Distributors, DSDs, and the chicken-and-egg problem17:48 – Growth with profitability and unit economics19:55 – Building out the board20:51 – Pricing strategy on shelf21:50 – Getting into Costco23:41 – In-store demos, secondary displays, and trade spend27:02 – Fundraising and the Series B29:22 – Creating FOMO and the Boshon's model32:40 – Brands and trends to watch---------------Links:Mezcla – https://eatmezcla.com/Follow Griffin on LinkedIn – https://www.linkedin.com/in/griffinspolansky/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 https://www.kitprint.co/.Shout out to Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.

On this episode, we're joined by Jason Bronstad, CEO of MALK Organics, the fast-growing organic plant-based milk brand built on clean, simple ingredients with no gums, oils, or fillers. Jason brings two decades of CPG experience across brands like Sara Lee, Mike's Hard, and Swell Cocktail Company.Jason initially came in as a consultant in late 2020, stepping into the CEO role in mid-2021. Two decades in bev alc shaped his CPG playbook: earn shelf space every review, obsess over velocity, protect trust with your consumer.We dive into "the Kerfuffle," the Thanksgiving 2021 reformulation to organic natural flavors that blew up with loyal fans including Food Babe, and how Jason did one-on-one CEO-to-influencer calls by Wednesday with a new vanilla extract formula by Friday. Jason talks about why they cut the SKU count from 14 to 3, the creamer whitener problem, and the year-long HPP-to-ESL shift that unlocked shelf life for Publix and Kroger.We also get into the retail strategy, touching on why you shouldn't take every door in an A-tier to C-tier rollout, and why traditional demos stopped penciling post-COVID. ---------------Episode Highlights:🥛 The MALK origin story (farmers market to 16,000+ doors)⚠️ "The Kerfuffle": the Thanksgiving 2021 vanilla reformulation that blew up with loyal fans like Food Babe🛠️ Monday crisis, Friday fix: rebuilding trust with one-on-one CEO-to-influencer calls✂️ Cutting from 14 SKUs to 3 to actually commercialize📉 Why oat fell off the cliff and where those consumers went☕ The creamer whitener problem and the coconut creamer relaunch🏭 Shifting from HPP to ESL for shelf life that unlocks mainstream retail📊 Velocity is truth: 3.5x category in natural, nearly 6x at Publix🛒 Why you shouldn't take every door in an A-tier to C-tier rollout🎪 Why traditional demos stopped penciling and the shift to festivals👥 Scaling 8 to 44 people with a remote-first Dreams workshop🎯 Extreme Ownership starting at the top🔮 More brands embracing fewer ingredients (imitation as flattery)---------------Table of Contents:00:00 – Intro00:51 – MALK origin story01:30 – From consultant to CEO02:57 – CPG fundamentals from the bev alc years04:11 – The Thanksgiving 2021 "Kerfuffle" and same-week reformulation07:02 – Cutting from 14 SKUs to 3 to commercialize08:16 – Following consumers as oat fell off the cliff10:26 – The creamer whitener problem and relaunch12:32 – Shifting from HPP to ESL for shelf life14:06 – Velocity is truth: proving out in natural before MULO15:58 – First MULO launch at Publix18:30 – Kroger banner expansion and A-tier to C-tier rollout20:20 – Pricing, calories, and the ingredient deck conversation23:42 – Demo strategy shift post-COVID27:33 – Scaling from 8 to 44 people with culture intact28:20 – Dreams workshops and a remote-first culture30:48 – Extreme Ownership and culture advice for growing CEOs35:46 – 16K to 67K doors: the next phase of growth---------------Links:MALK Organics – http://malkorganics.com/Follow Jason on LinkedIn – https://www.linkedin.com/in/jasonbronstad/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 https://www.kitprint.co/

On this episode, we're joined by Jonathan Skaare, Founder & CEO of Scout CPG - the fractional sales and channel support firm built specifically for better-for-you CPG brands. Jonathan spent over 20 years in sales leadership roles at Kellogg's, Annie's, Vital Farms, and Acme Provisions before channeling all of that experience into helping emerging brands scale smarter without breaking the bank.We dig into the real mechanics of how emerging brands should think about sales infrastructure - when to use a broker, when to go fractional, and when to bring someone in-house. Jonathan breaks down why the broker model isn't actually broken, but that most brands don't understand what brokers can and can't do, and why that misalignment is where things fall apart.We get into retail execution, distributor velocity thresholds, and why getting on the shelf is only step one - getting off the shelf is the real work. Jonathan walks through his preferred approach to the natural-to-conventional transition, why he likes retailer-specific and regional brokers at early stage, and how Scout builds a financial model for every account before a brand sells into it to make sure the numbers actually pencil out.We also cover what a dialed-in buyer presentation looks like (hint: five to six pages, not thirty), the most common mistakes brands make in buyer meetings, and how Scout's "customer plan" captures everything from COGS to promo vs. non-promo percent of sales.---------------Episode Highlights:🏗️ Why Jonathan built Scout CPG after 20+ years in sales leadership🤝 Why the broker model isn't broken - brands just misunderstand it💰 Broker compensation structures (retainer, commission, and hybrids)🚀 Fractional sales vs. broker vs. full-time hire - how to decide🛒 Why retailer-specific and regional brokers shine at early stage📦 Mile wide vs. mile deep - why distribution strategy matters more than door count📊 Velocity is king - the first 90 days on shelf🎯 How to transition from natural/specialty to conventional retail📝 What a great buyer deck actually looks like (5-6 pages max)💸 Scout's "customer planner" - modeling profitability before selling in⚠️ Common mistakes brands make in buyer meetings👀 Why you should visit the store before you pitch the buyer---------------Table of Contents:00:00 – Intro00:44 – Origin story and the why behind Scout CPG03:05 – How Scout differs from a traditional broker05:55 – Why the broker model isn't broken07:16 – Broker compensation structures10:05 – How Scout's financial model works differently12:28 – Fractional sales vs. broker vs. full-time hire17:00 – Regional vs. national vs. retailer-specific brokers20:58 – Choosing the right channel and region first23:42 – Retail execution: good ideas, bad implementation25:44 – Going a mile wide vs. a mile deep28:19 – The first 90 days on shelf32:20 – Natural to conventional transition35:33 – Building a buyer presentation that works39:07 – The customer planner: financial modeling before selling in42:13 – Where to follow Jonathan and Scout CPG---------------Links:Scout CPG – https://www.scout-cpg.com/Follow Jonathan on LinkedIn – https://www.linkedin.com/in/jonathan-skaare-b9126922/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 https://www.kitprint.co/

On this episode, we're joined by Phyllis Rothschild, CMO of Pete & Gerry's Organics - the #1 organic egg brand and #1 free range egg brand in the U.S. Phyllis spent nearly 30 years in consulting at firms like McKinsey and Oliver Wyman before making the jump in-house to lead marketing.Phyllis breaks down the "word soup" problem in the egg aisle - where terms like cage free, free range, organic, and pasture raised all blur together - and the education-first strategy the team uses to cut through it, including brand-agnostic shelf signage created with retail partners.Phyllis walks through how the team manages two distinct brands in the same category, with consumer personas like "Ellie the Egg" for Nellie's Free Range and "Heather the Hen Hugger" for Pete & Gerry's pasture raised. She shares how the avian flu crisis created a trial opportunity when commodity prices surged and Pete & Gerry's held prices flat, and what the team did to retain those new-to-brand buyers once the gap widened again.We also dig into the packaging refresh across both brands, the color blocking strategy (navy for organic, bright yellow for pasture raised, sky blue for pasture raised organic), and in-store tactics in a category where 75% of purchase decisions are made at shelf.---------------Episode Highlights:🥚 Why Phyllis left McKinsey for the egg aisle📊 Data-backed decision-making from 30 years in consulting🛒 The "word soup" problem in the egg aisle (cage free, free range, organic, pasture raised)📖 Education-first strategy with brand-agnostic shelf signage👥 Consumer segmentation: Ellie, Beth, and Heather🐔 The distributed family farm model (350+ farms) and supply chain resilience💰 Holding prices flat during avian flu while commodity prices surged 59%🎨 Packaging color blocking: navy, yellow, sky blue📦 The "Sacred Ribbon" and why on-shelf side panel cues matter🏪 75% of egg brand decisions are made at shelf📜 Cage-free legislation and the 7x free range volume lift in legislated states🔍 Whole food sources and clean protein as a category tailwind---------------Table of Contents:00:00 – Intro00:42 – Pete & Gerry's overview and brand portfolio02:10 – Why Phyllis left consulting for Pete & Gerry's03:56 – Transitioning from consulting to in-house05:48 – How a consulting background shapes CPG marketing07:45 – The "word soup" problem in the egg aisle09:54 – Education as a growth driver11:53 – Metrics for measuring consumer knowledge13:24 – Managing two brands in the same category17:28 – Consumer segmentation and price pack architecture19:11 – Navigating the avian flu crisis23:12 – Trial, retention, and new-to-brand metrics25:46 – The packaging refresh and pasture raised launch30:50 – Lessons from redesigning both brands34:36 – In-store strategy and shelf set optimization39:06 – Cage-free legislation and its impact on premium42:02 – Trends: whole food sources and clean protein---------------Links:Pete & Gerry's – https://www.peteandgerrys.com/Follow Phyllis on LinkedIn – https://www.linkedin.com/in/phyllisrothschild/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 https://www.kitprint.co/

On this episode, we're joined by Harry McKaig, CEO of Double Cross Vodka - the premium vodka brand distilled in the Tatras Mountains of Slovakia by an 11th-generation distilling family, and one of the few vodkas to ever score 95 points from Wine Enthusiast. Harry brings over 20 years of beverage industry experience spanning Anheuser-Busch, Diageo, Southern Glazer's, Pernod Ricard, and The Wine Group, where he oversaw a $250M+ business.We get into the full arc of vodka premiumization from Smirnoff in the '50s through Absolut's legendary print campaigns, Grey Goose's dominance, and what the next wave looks like for premium spirits. Harry breaks down how the three-tier distribution system has consolidated into what he calls a "five-tier" reality - with brokers on one end and delivery platforms like GoPuff and DoorDash on the other - and what that means for emerging brands trying to navigate route to market.Harry walks through his return to Double Cross after the brand was nearly wiped out during the pandemic, and the disciplined three-phase rebuild strategy he's running now across New York, New Jersey, and Florida. We also cover his thesis on Gen Z and the "intention-behavior gap," his take on non-alc, and why he thinks better-for-you fatigue may be on the horizon.---------------Episode Highlights:🍸 The history of vodka premiumization (Smirnoff to Grey Goose to now)🏔️ Double Cross origin story (68 distilleries, 11th-generation Slovak family)🏆 Scoring 95 points from Wine Enthusiast in the vodka category🛒 How the three-tier system evolved into five tiers🤝 What brand owners don't learn without time on the distributor side📞 Cold-calling e-commerce customers to understand the consumer base🎯 Going deep not wide (250 doors vs. 900 in New Jersey)🍹 "Build brands on, sell them off" and the post-pandemic on-premise reality📊 The intention-behavior gap and Gen Z's delayed consumption habits🧪 Why non-alc competes with soda, not spirits🔮 Protein fatigue and the runway for better-for-you trends---------------Table of Contents:00:00 – Intro00:52 – Origin story and the premiumization of vodka02:55 – How the founders found their distillery in Slovakia04:12 – Current distribution strategy: going deep, not wide04:54 – The state of BevAlc and why headlines are misleading07:24 – The three-tier system and distributor consolidation09:55 – How the three-tier became five tiers (brokers, e-comm, delivery)11:38 – How to choose the right distributor13:56 – Lessons from the distributor side that brand owners miss16:22 – Harry's return to Double Cross and the rebuild plan19:24 – Choosing focus markets and reverse-engineering consumer data21:13 – Velocity tactics: on-premise, geofencing, paid social23:56 – Gen Z, the intention-behavior gap, and the health paradox27:28 – Double Cross brand positioning and consumer messaging29:34 – The non-alc space and why it doesn't threaten spirits31:37 – Trends: protein everywhere and better-for-you fatigue---------------Links:Double Cross Vodka – https://www.doublecrossvodka.com/Follow Harry on LinkedIn – https://www.linkedin.com/in/harrymckaig/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 https://www.kitprint.co/

On this episode, we're joined by Tia Ellis, Founder of Wildflower Insight - the retail strategy and education company that teaches CPG founders how to pitch buyers and win purchase orders. Tia is a former broker who has helped brands sell well over $100 million worth of product into major U.S. retailers. Tia walks through the buyer psychology that drives purchasing decisions, including why buyers care most about category performance and internal KPIs, not whether they personally like your product. We get into her winning pitch deck structure, including the critical "retailer fit" slide that should change for every single retailer you pitch. We dive into the golden retail rule - a scaling framework Tia first heard from a Walmart buyer - that maps the path from local to regional to national retail. She shares a cautionary story about a brand that skipped steps, landed a 3,000+ store global account, and couldn't support past the fifth purchase order because of 90-day payment terms and cash flow issues. We also cover operational readiness, logistics gaps that trip up founders (FTL vs. LTL, carrier management, warehouse transitions), pricing strategy across different retailer types, when brokers actually make sense versus when founders should pitch themselves, and why starting with retailers that don't require a distributor can save early-stage brands real money. --------------- Episode Highlights:🏪 Brokers vs. pitching it yourself (and when each makes sense)🧠 Buyer psychology - why buyers are not consumers📊 The two pitch deck slides that matter most for data🎨 The "retailer fit" slide (and why it changes every time)🎯 The golden retail rule - local to regional to national⚠️ The brand that couldn't support past purchase order #5🚚 Operational readiness and the logistics gap founders miss💸 Pricing strategy across Costco, Walmart, Sprouts, and specialty🛒 Why starting with retailers that skip distributors saves money🤝 Treating buyers like partners, not gatekeepers🔬 Prebiotics and probiotics as the next protein trend --------------- Table of Contents:00:00 – Intro00:46 – Origin story and why Tia started Wildflower Insight03:09 – Two types of founders Wildflower serves06:05 – When it makes sense to hire a broker08:46 – Buyers are not consumers09:10 – Three pitches every founder needs to master12:00 – The role of data in buyer meetings12:43 – Growth, trends, and the brand sales slides14:16 – The pitch deck structure and retailer fit slide18:07 – The golden retail rule explained22:36 – Cautionary tale of skipping steps26:29 – Operational readiness and being shelf-ready27:22 – The logistics gap (FTL, LTL, carrier management)28:46 – Pitching Costco vs. Walmart vs. specialty retailers29:37 – Pricing strategy across retailer types31:37 – Starting with retailers that don't require a distributor33:52 – Trends Tia is watching (prebiotics and probiotics)35:29 – Where to follow Tia and Wildflower Insight --------------- Links:Wildflower Insight – https://wildflowerinsight.com/Follow Tia on LinkedIn – https://www.linkedin.com/in/tiaellis/Follow Tia on Instagram – https://www.instagram.com/thetiaellis/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 https://www.kitprint.co/

On this episode, we're joined by Hovik Azadkhanian, CEO of Heirloom Coffee Roasters - the fastest-growing coffee brand in the natural channel and the first nationally available 100% regenerative organic certified specialty coffee. Hovik has been in the coffee roasting business for over 30 years, starting alongside his dad as a kid and spending years in private label and toll roasting before launching Heirloom.We dive into how roasting millions of pounds of coffee for other brands gave Hovik the data to develop Heirloom's proprietary Culinary Roast - a technique that manipulates time, temperature, air pressure, and gas flow to unlock specific flavor profiles at scale. That process led to winning the Good Food Award against 1,700 coffees, a first for any regenerative coffee.Hovik walks through the realities of the coffee supply chain, including a USDA study that found 43% of certified organic products tested above the legal limit for banned substances. He breaks down Heirloom's triple-testing protocol across 311 synthetic pesticides and the story of rejecting tens of thousands of pounds of glyphosate-contaminated coffee.We also get into Heirloom's direct trade model, which cuts out 15-20 middlemen and pays farmers three to six dollars per pound versus 30-60 cents under the traditional model. Hovik shares the Pacayala cooperative story, how Sprouts took a gamble on an unknown brand, and what's next as Heirloom eyes mass retail.---------------Episode Highlights:☕ 30+ years roasting coffee (started at age 8)🏭 From private label to building a national brand🧪 The Culinary Roast (manipulating time, temperature, gas, air pressure)🏆 Winning the Good Food Award against 1,700 coffees⚠️ 43% of organic products failing pesticide standards (USDA study)🔬 Triple-testing protocol for 311 synthetic pesticides🌱 Direct trade model (farmer to roaster, no middlemen)🤝 The Pacayala cooperative story in Honduras🛒 Going national at Sprouts and becoming the #1 selling coffee📊 Using SPINS data and shopper surveys to drive velocity🎯 Land and expand in natural, then break into mass retail🔧 New form factors in the innovation pipeline for 2026👀 Brands to watch: Simply (legumes) and Painterland Sisters (yogurt)---------------Table of Contents:00:00 – Intro00:33 – Origin story and why behind the brand04:17 – Reacquiring the Oakland roasting facility05:25 – Developing the Culinary Roast process08:29 – Iterations and the Good Food Award win10:20 – R&D and SKU strategy12:41 – The glyphosate contamination story15:25 – USDA organic study and the limits of certifications17:37 – What CPG brands should do about independent testing19:39 – Vertical integration and cutting out middlemen20:45 – Building direct farm relationships23:06 – The Pacaya cooperative in Honduras26:00 – Farmer economics (30 cents vs $3-6 per pound)28:45 – Retail trajectory and going national at Sprouts30:58 – Tactics for driving velocity in natural channel31:56 – Retail expansion plans and breaking into mass32:22 – Food service as a brand awareness channel33:13 – Brand identity and packaging design decisions34:43 – 2026 goals and new form factors35:29 – Brands Hovik is watching---------------Links:Heirloom Coffee Roasters – https://heirloomcoffeeroasters.com/Follow Hovik on LinkedIn – https://www.linkedin.com/in/hovik-azadkhanian-a2404830/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 https://www.kitprint.co/

On this episode, we're joined by Cassie Maschhoff, Co-Founder of Lottie's Meats - the sister-owned, chef-crafted premium pork sausage brand. Cassie left a career in tech (including time at Google) to team up with her sister Chelsea, a CIA-trained chef, to reintroduce pork the way it should be.We dive into what it takes to build a premium meat brand from scratch, from three years of recipe experimentation to working with eleven different co-packers. Cassie walks through USDA facility requirements, the "messy middle" of co-packer hunting, and how most co-manufacturers in meat still operate on handshake deals.Cassie breaks down why food service has been a brand-building flywheel, how customers discovered Lottie's at Denver restaurants before finding them on shelf, and the pricing mistakes she made early on.We also get into their retail expansion playbook, from flying to NorCal to drop off samples and locking in Berkeley Bowl as an anchor account, to convincing regional distributors to come on board.We talk about why demos have been their most effective velocity tool for a premium-priced product, the unique dynamics of marketing in the meat department, and why building relationships with the people behind the meat counter matters more than most CPG tactics.---------------Episode Highlights:🐷 Sixth-generation pork farm origins and the sister co-founder dynamic🏭 Working with eleven co-packers to find the right fit🧪 Why clean-label sausage is an art and a science (no preservatives, no shortcuts)🎨 Building a brand identity that breaks from typical meat aisle packaging🍕 Food service as a brand-building flywheel (bakeries, pizzerias, breweries)💸 The pricing mistake in food service and how they fixed it🛒 The retail expansion playbook (Denver to NorCal to SoCal to Midwest)📈 Berkeley Bowl as the anchor account that opened NorCal🎯 Why demos are their most effective velocity tool🤝 Building relationships with the people behind the meat counter👀 Brands to watch: One Trick Pony, Painterland Sisters, Huxley, C&Chilies---------------Table of Contents:00:00 – Intro00:32 – Origin story and the Lottie's lineup02:26 – Building a business with your sister06:10 – R&D, formulation, and iterating on recipes08:13 – The messy middle of co-packer hunting11:00 – Maintaining quality across multiple co-packers14:00 – Handshake deals and the co-packer relationship16:18 – Brand identity and packaging design philosophy19:02 – Tips for building a brand that resonates in meat20:30 – Simplifying labels vs. claim overload22:30 – Food service as a channel and brand-building tool24:26 – Stumbling blocks in food service (pricing mistakes)26:42 – Retail expansion from Denver to NorCal and beyond30:10 – Velocity tactics: demos, promos, and shelf marketing33:00 – Building relationships with meat counter staff34:17 – Brands and trends Cassie is watching---------------Links:Lottie's Meats – https://www.lottiesmeats.com/Follow Cassie on LinkedIn – https://www.linkedin.com/in/cassie-maschhoff-8055b058/Follow Lottie's Meats on LinkedIn – https://www.linkedin.com/company/lottie-s-meats/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 https://www.kitprint.co/

On this episode, we're joined by Mike Fransz, Director of Marketing at Nova Naturals - the naturals division of Novamex (the company behind Jarritos) that's home to C2O Pure Coconut Water and Steaz organic tea. Mike brings 25 years of beverage marketing experience, including early days at Red Bull and Neuro Brands.We dive into what Mike learned building Red Bull from 1,500 cases a month to 150,000 in Orange County, including how they found "opinion leaders" before influencers existed and why everyone at Red Bull was treated as a marketer.Mike walks through the Steaz brand refinement, how the team went back to original founders Eric Chanell and Steven Kessler to rediscover the brand's why, and the process that led to reworking everything from sourcing to mission and making Steaz the first regenerative organic certified ready-to-drink tea in the U.S. We also get into running a shared services model across C2O and Steaz, Mike's time at Neuro Brands as an early functional wellness beverage, and why the protein revolution is just getting started.---------------Episode Highlights:🍵 How Steaz became the first regenerative organic certified RTD tea🏭 Forming Nova Naturals as a dedicated division inside Novamex🎯 Red Bull's "opinion leader" strategy before influencers existed📈 Growing Red Bull from 1,500 to 150,000 cases a month in Orange County🤝 Going back to the original Steaz founders to rediscover the brand's why🌱 Regenerative organic vs. sustainability (and why the difference matters)🔄 The shared services model for managing C2O and Steaz together🧪 Neuro Brands as an early functional beverage and lessons from multi-functionality📦 Why packaging format matters (single-use plastic vs. cans and aluminum)🥩 The protein revolution, GLP-1, and brands like Chomps and Fishwife👀 Trends Mike is watching in functional beverages and healthier lifestyles---------------Table of Contents:00:00 – Intro00:49 – Nova Naturals origin story and brand portfolio03:04 – How the beverage industry has changed over 25 years05:09 – The shift from natural niche to mainstream07:04 – Red Bull and the rise of "opinion leaders"10:02 – Product market fit then and now13:39 – Why Mike left Red Bull for natural products16:31 – How Red Bull scaled its field marketing org21:16 – Image building vs. consumption building28:31 – Forming Nova Naturals and the shared services model34:33 – The Steaz brand refinement and going back to the founders38:23 – Steaz as the first USDA organic and now regenerative organic RTD tea43:00 – Regenerative organic certification explained44:55 – How to think about a brand refresh (start with why)55:47 – Neuro Brands and the functional beverage category01:02:00 – The communication quagmire of multi-functional brands01:06:33 – The protein revolution, GLP-1, and trends Mike is watching---------------Links:Nova Naturals – https://nova-natural.com/Follow Mike on LinkedIn – https://www.linkedin.com/in/mikefransz/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 https://www.kitprint.co/

On this episode, we're joined by Corey Dickinson, VP of Marketing at Wilding Brands - the Colorado-based craft beverage platform that's brought together Denver Beer Co, Great Divide, Upslope, Stem Ciders, Funkwerks, and more under one roof. Corey spent over a decade building leading marketing at some of Colorado's most well-known craft breweries before stepping into the VP role across the full Wilding portfolio.We dive into how Wilding came together through a series of mergers and acquisitions in 2024, and what it actually looks like to integrate legacy craft brands with decades of history and loyal consumer bases. Corey shares how his team shifted from brand-specific managers to channel-based silos - wholesale, retail, and partnerships - after realizing the original structure wasn't leveraging the full portfolio. He breaks down why the taproom experience is still the highest-margin, highest-loyalty channel for craft brands, and how that firsthand experience becomes a flywheel into off-prem distribution.We also cover the launch of Formation Brewing in Phoenix's Roosevelt Row neighborhood, a brand built from scratch to fit the Arizona market rather than exporting Denver Beer Co's identity. ---------------Episode Highlights:🍺 How Wilding Brands came together (Denver Beer Co, Great Divide, Upslope, and more)🏭 Integrating legacy craft brands without losing their identity🧪 Pausing Hop Boosted when the liquid wasn't ready (and why that matters)🎨 Restructuring marketing from brand-specific to channel-based silos🛒 Why the taproom is your highest-margin, highest-loyalty channel🤝 Leveraging a multi-brand portfolio for festival and event partnerships📊 The distributor landscape and what it means for smaller craft brands🍻 Launching Formation Brewing in Phoenix from scratch📦 Building DTC e-commerce around merch and non-alc (not beer)🏪 Why Wilding stays behind the scenes as a non-consumer-facing brand👀 What's coming up across the Wilding portfolio---------------Table of Contents:00:00 – Intro00:59 – The origin story of Wilding Brands03:35 – Mergers and acquisitions in 202406:33 – Hop Boosted innovation and the decision to pause09:39 – Evaluating and repositioning acquired brands13:46 – Marketing org structure across a multi-brand portfolio19:03 – Allocating time and priorities across brands21:06 – Why the taproom experience still matters most23:53 – The distributor landscape for craft brands29:27 – THC beverages and where Wilding stands30:43 – Launching Formation Brewing in Phoenix34:43 – Building DTC e-commerce in craft beverage37:14 – What's coming up across the portfolio---------------Links:Wilding Brands – https://wildingbrands.com/Follow Corey on LinkedIn – https://www.linkedin.com/in/coreydickinson4/Follow Wilding Brands on LinkedIn – https://www.linkedin.com/company/wilding-brands/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 https://www.kitprint.co/

On this episode, we're joined by Elan Halpern, Co-Founder of Sourmilk - the NYC-based functional greek yogurt brand designed to actually deliver real probiotic benefits, not just the perception of them. Elan is a Stanford CS grad and former tech PM who, alongside co-founder Kiki, started out selling yogurt on bikes out of backpacks across New York City.We dive into the science behind why most yogurts fall into one of three probiotic traps, and how Elan narrowed forty thousand bacteria strains down to the handful that are probiotic, survive in yogurt, and taste good.Elan breaks down organic dairy sourcing realities, demand planning for a perishable product, building a two-thousand-person waitlist before the first production run, and selling the first pallet on city bikes in seven days. We also dig into the forced rebrand from Beny to Sourmilk, launching with one SKU in bright blue packaging to stand out in the yogurt aisle, why Happier Grocery was the right first retail partner, and what Elan's tech background brought to CPG.---------------Episode Highlights:🥛 Why most yogurts fail at being truly probiotic (three traps)🧪 Narrowing 40,000 bacteria strains to find the right probiotic combo🏭 Finding a dairy co-packer the old-fashioned way (cold calls, not Google)🐄 Organic vs conventional dairy supply chain economics📦 Building a 2,000-person waitlist before the first production run🚲 The "drug deal model" - selling yogurt on city bikes in brown bags💻 Custom-coding a Shopify pickup feature (Stanford CS advantage)✏️ Cease and desist to rebrand - from Benny to Sourmilk🎨 Bright blue packaging to stand out in the sea-of-white yogurt aisle🛒 Why Happier Grocery was the right first retail partner🎯 Localized activations - gym pop-ups near retail stores to drive velocity🗺️ NYC-first retail expansion, then regional, then California👀 Maintaining brand authenticity at scale (Rōsa as a model)---------------Table of Contents:00:00 – Intro00:43 – Origin story and the gut health problem04:32 – Formulation and the three yogurt traps06:22 – R&D - narrowing 40,000 bacteria strains07:43 – Finding a co-packer in an old-fashioned industry09:48 – Scaling from home kitchen to co-man production11:49 – Organic dairy supply chain and sourcing challenges17:27 – Demand planning with a perishable product18:48 – The drug deal model - selling yogurt on city bikes20:01 – What tech taught him about building in CPG22:28 – The rebrand - from Benny to Sourmilk26:10 – Packaging design and standing out in the yogurt aisle28:46 – Straddling the food vs supplement brand identity30:00 – Pros and cons of the direct-to-consumer pickup model34:41 – Getting into retail and using zip code data35:49 – Why Happier Grocery was the first retail partner36:32 – Advice for brands launching into their first retailer37:51 – Retail expansion strategy - NYC first, then regional38:30 – Brands and trends they're watching40:29 – Where to follow Sourmilk---------------Links:Sourmilk – https://www.sourmilk.com/Follow Elan on LinkedIn – https://www.linkedin.com/in/elan-halpern-99a018193/Follow Sourmilk on LinkedIn – https://www.linkedin.com/company/sourmilk/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 https://www.kitprint.co/

On this episode, we're joined by Christian Karim Khalil, Founder & CEO of Yaza - the fast-growing brand bringing traditionally made, clean-ingredient labneh and Mediterranean dips to the U.S. market. Christian brings years of global CPG experience from a handful of countries around the world. Christian walks through the nine-month R&D process, the grueling six-month search for a dairy co-packer (printing hundreds of pages from the FDA's IMS certificate list and cold-calling every company on it), and the production challenges that came with scaling up for Whole Foods.We get into the Yaza rebrand, why Christian pushed for it early, and his framework for deciding when a rebrand is worth the investment: it has to solve specific problems, not just look better. Christian also breaks down what it took to land Whole Foods nationwide before even having product in market, the Costco roadshow model and selling a unit every 30 seconds, and the consumer education playbook for a category that's still new to the majority of American shoppers.---------------Episode Highlights:🧀 How labneh is traditionally made (and why it's different in the U.S.)🏭 The six-month co-packer search (FDA binders, cold calls, near-quitting)🧪 Nine months of R&D to match Lebanon's gold standard🎨 Why Yaza rebranded early and the problems it solved🛒 Landing Whole Foods nationwide before having product in market📈 Growing 200%+ at Whole Foods through strategic promotions🏪 The Costco roadshow model (selling a unit every 30 seconds)🍽️ Labneh on Michelin-star menus as a consumer education driver📦 Building a "brand block" with baba ganoush and muhammara🚀 Why Yaza skipped Expo West (and where that $100K+ goes instead)👀 Why protein and fiber shouldn't be "trends" - they should be daily staples---------------Table of Contents:00:00 – Intro00:54 – Origin story and the Hashimoto's connection02:57 – Early R&D and making labneh at home05:09 – Researching the market at Whole Foods05:40 – Finding a co-packer (the IMS binder story)07:18 – Perfecting the formulation10:04 – Scaling production for Whole Foods11:35 – Brand identity and the first packaging13:43 – The rebrand: why, when, and how16:00 – Expanding the product line (baba ganoush, muhammara)19:25 – Advice on when a rebrand is worth it22:01 – Landing Whole Foods nationwide24:55 – Costco roadshows and what they revealed28:04 – Consumer education and category creation29:37 – Driving velocity: demos, promotions, social media33:07 – Why Yaza skipped Expo West34:30 – Trends, brands, and what's next for Yaza---------------Links:Yaza – https://yazafoods.com/Follow Christian on LinkedIn – https://www.linkedin.com/in/christian-karim-khalil-8b615b185/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 https://www.kitprint.co/

On this episode, we're joined by Betsy Gillette, Co-Founder and CEO of Synergy Sales Consulting Group - the specialized sales management firm that acts as the full sales team for emerging CPG brands looking to scale nationally across grocery, natural, and mass channels. Betsy brings deep industry experience from leadership roles at UNFI, White Wave, Ignite Sales Management (before it sold to Acosta), and a decade at Jewel-Osco.Betsy walks through the common mistakes she sees founders make, including hiring a marketer before a salesperson, staffing a friend in a sales role they'll outgrow in a year, and expecting retailers to just fall in love with their product off-cycle. We get into building a strong sales deck, what a one-pager needs to include, how to communicate price increases, and when to be transparent with retailers about supply chain issues.We also cover how to partner with UNFI and KeHE, why their sales teams won't sell on your behalf, how to select and manage brokers, and what metrics matter in a category review beyond units per store per week.---------------Episode Highlights:🏪 Why Synergy caps their portfolio at 10-12 brands💸 Hiring a sales agency vs. building an internal sales team⚠️ Why hiring a marketer before a salesperson is a costly mistake🛒 How retail buyers actually make decisions (and what founders get wrong)📊 Metrics that matter beyond units per store per week (dollar sales, household penetration)📝 What a strong sales deck and one-pager need to include💰 How to communicate a price increase through distributors🤝 Partnering with UNFI and KeHE (and what brands misunderstand about them)🚚 When and how to select and manage brokers🎯 What a well-rounded go-to-market strategy looks like🔬 Trends: protein, fiber, GLP-1s, and the new food pyramid guidance---------------Table of Contents:00:00 – Intro00:52 – Origin story and what Synergy does05:26 – When it makes sense to hire a sales agency07:50 – Why 10-12 brands is the sweet spot09:28 – Sales agency vs. internal sales team11:13 – Buyer turnover and younger buyers at retailers13:30 – What to look for in sales leadership hires16:52 – The mistake of hiring a marketer before a salesperson18:17 – How founders misunderstand retail buyer decisions21:10 – Getting into retailers off-cycle (and why it rarely works)23:13 – Key metrics for a strong sales story24:52 – Preparing for category reviews25:58 – Communicating price increases to retailers26:20 – Being transparent with retailers about supply chain issues28:31 – What a go-to-market strategy looks like30:18 – What a good sales deck and one-pager should include33:21 – How to truly partner with your distributor36:01 – What brands misunderstand about distributors37:54 – When and how to select and manage brokers41:19 – Trends: protein, fiber, GLP-1s42:35 – Where to find Betsy and Synergy---------------Links:Synergy Sales Consulting Group – https://www.synergyscg.com/Follow Betsy on LinkedIn – https://www.linkedin.com/in/betsy-gillette-2712074/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 https://www.kitprint.co/

On this episode, we're joined by Andy Kurtts, Creative Director and Founder of Buttermilk Creative - the North Carolina-based CPG design firm behind some of the most recognized better-for-you brands on shelf. Andy breaks down the most expensive packaging mistakes he sees founders make, specifically how RGB-to-CMYK color mismatches compound across substrates and SKUs, and why the nutrition facts panel is not the place to get creative.We also get into the tension between designing for yourself vs. your target customer, why your logo probably isn't the most important thing on pack, and how hierarchy and clarity beat loud, busy design. Andy walks through the Blue Zones Kitchen project, including the design sprint with multiple agencies, the handcrafted ceramic bowl that became the brand's most ownable asset, and why they're refreshing the packaging based on what they learned behind the freezer door.We also cover DTC-to-retail packaging transitions, the debate around owning a color block on shelf vs. a rainbow approach, where AI is actually useful for design teams today, and the CPG trends Andy is tracking, including protein's staying power and how brands are visually tackling the dye removal movement.---------------Episode Highlights:🛒 What retail buyers actually look for (hint: shelf-readiness over taste)📦 Why back panel formatting can disqualify you before the tasting🎨 The most expensive packaging mistake (RGB vs. CMYK color builds)🖌️ Designing for your customer, not yourself✨ Great packaging clarifies, it doesn't shout🔤 Why your logo isn't the most important thing on pack🧊 The Blue Zones Kitchen design sprint and freezer door lessons🏺 The handcrafted ceramic bowl that became a brand asset🌈 Owning a color block vs. the rainbow shelf approach🤖 Where AI actually helps design teams (and where it doesn't)👀 Trends: protein's staying power and the dye removal movement---------------Table of Contents:00:00 – Intro00:44 – Lessons from nearly a decade at The Fresh Market03:30 – How retail buyers evaluate private brand packaging06:12 – What buyers actually look for in new products08:52 – Packaging deal breakers that disqualify brands11:10 – Designing for your customer, not yourself13:58 – Great packaging clarifies, it doesn't shout15:54 – The most expensive packaging mistakes (color)20:04 – Unconventional design inspiration (museums, art, global markets)23:11 – DTC vs. retail packaging27:01 – Hierarchy on pack and why your logo can be secondary29:12 – The Blue Zones Kitchen design story34:47 – Owning a color on shelf vs. the rainbow approach38:07 – AI in packaging design42:21 – CPG trends: protein and the dye removal movement---------------Links:Buttermilk Creative – https://buttermilkcreative.com/Follow Andy on LinkedIn – https://www.linkedin.com/in/andykurtts/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 https://www.kitprint.co/

On this episode, we're joined by Kiera Kehoe, Brand Manager at Smash Kitchen - the organic condiments and cooking oils brand co-founded by actor Glenn Powell.Kiera previously built and ran Lift Off, a demo and merchandising agency covering roughly 40 states, and honed her brand management chops at cool brands like Zack's Mighty.We dive into the real mechanics of building and running a demo program from the ground up. Kiera walks through how she thinks about budget allocation (sponsored search first, demos second), when brands should start demoing (three to four months after launch, not day one), and which categories see the best demo ROI - impulse-priced items like snacks and beverages versus low-margin singles where the math rarely works.We get into how to find, hire, and motivate top brand ambassadors (referrals first, Facebook groups second), the case for starting with an agency before building in-house, and how to diligence demo agencies by asking where their strongest regions are. Kiera also talks candidly about the realities of scaling a national demo program, including why most brands eventually have to pull back on demo spend around the two-year mark as they move into conventional retail.---------------Episode Highlights:🛒 How Lift Off demo agency was born from Zack's Mighty🎯 Two marketing buckets: like your brand vs. buy your product💰 Budget priority: sponsored search first, demos second📊 Metrics that matter (samples distributed, sales, reorders)🍟 Demoing frozen products (the tater tot air fryer story)🤝 Why ambassadors are your best source of store-level intel🎨 Table setup details that actually drive traffic📋 Reporting with Piñata and why feedback is everything🔍 How to find great brand ambassadors (referrals and Facebook groups)⚠️ Agency vs. in-house: when to make the switch🚀 Scaling a national demo program with regional agencies📈 The two-year compounding effect at Whole Foods👀 The future of demos and co-demoing to cut costs---------------Table of Contents:00:00 – Intro00:32 – How Lift Off demo agency started03:08 – What a great demo actually accomplishes04:08 – Biggest misconceptions about demos05:14 – Common mistakes brands make with demos06:47 – When demos make sense (and when they don't)08:16 – Categories where demos work best09:54 – Demoing frozen and cooked products11:24 – Allocating marketing budget to demos13:01 – Choosing which stores to demo at13:45 – What a great demo setup looks like15:17 – Reporting and tracking ROI with Piñata16:06 – Metrics that matter during and after demos18:10 – What makes a great brand ambassador19:34 – How to motivate and incentivize ambassadors20:53 – Where to find top brand ambassadors22:13 – Agency vs. in-house demo teams24:22 – How to diligence a demo agency25:58 – In-store realities and what goes wrong29:04 – Common consumer objections at demos30:16 – Scaling a national demo program32:04 – Core tools for running a demo program (Piñata, Gusto)33:16 – The future of demos34:25 – Wrap up---------------Links:Smash Kitchen – https://smashkitchen.com/Follow Kiera on LinkedIn – https://www.linkedin.com/in/kieragk/Follow Smash Kitchen on LinkedIn – https://www.linkedin.com/company/smash-kitchen/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 https://www.kitprint.co/

On this episode, we're joined by Sam Nebel, Co-Founder and Chief Commercial Officer at Goodwipes, a fast-growing eco-friendly wet wipes brand that's secured shelf space in pretty much every major retailer across the country. In this episode, Sam shares the wild origin story of Goodwipes - which started with a bathroom conversation at a Florida State fraternity house - and breaks down how they've built a premium flushable wipes brand that's revolutionizing the restroom routine for millions of Americans.We dive into their scrappy early days, the importance of bootstrapping and building on a budget, and how they navigated formulation challenges to create a product that truly stands out. Sam gets tactical on brand identity and packaging design, explaining why "in-home aesthetics" matter just as much as shelf appeal, and walks through the naming process that led to Goodwipes.We also cover retail strategy at scale - what's unique about Walmart, Target, and Kroger, why placement in the toilet paper aisle vs personal care matters, and how they've successfully scaled into 10,000+ doors. Sam shares insights on the challenges of sampling wipes, their growing presence in airports, and what it takes to launch new products successfully.---------------Episode Highlights:🚽 The fraternity house origin story💪 Bootstrapping lessons from franchising and nightlife🧪 Formulation R&D and product iteration📦 Brand identity, packaging, and "in-home aesthetics"✏️ The naming process and creating approachability🛒 Walmart, Target, Kroger—what's different about each📍 Why aisle placement matters (TP aisle vs personal care)✈️ The airport channel opportunity📈 Scaling from 100 to 1,000 to 10,000+ doors🚀 New product development and hitting timelines🎯 Risk and opportunity ahead👀 Trends and brands Sam is watching---------------Table of Contents:0:00 - Intro0:47 - Origin story and goodwipes overview3:21 - Lessons as a franchisee5:22 - Lessons as a nightlife agency owner7:59 - Building on a budget, fundraising11:02 - Formulation and R&D14:00 - Product roadmap and innovation15:32 - Brand identity and packaging design19:41 - The importance of in-home aesthetics21:43 - The naming process23:32 - Walmart, Target and Kroger and beyond27:41 - Sampling wipes?29:12 - Airports31:10 - Scaling into 10K+ doors32:28 - NPD decision process, getting it right35:15 - Risk and opportunities36:58 - Trends and brands Sam is watching---------------Links:Goodwipes – https://www.goodwipes.comFollow Sam on LinkedIn – https://www.linkedin.com/in/kingofwipes/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.

On this episode, we’re joined by Seth Waite, Partner at Schaefer, the buyer psychology firm that helps brands understand why people actually buy. Seth has spent his career building, advising, and investing in businesses at the intersection of CPG, ecommerce, and analytics, with a deep focus on turning consumer insight into commercial clarity.Seth breaks down how Schaefer approaches buyer research, why brands routinely misdiagnose demand, and the lies teams tell themselves about customer behavior. He introduces the single highest-leverage question a brand can ask to uncover true motivation and walks through Schaefer’s core frameworks, including the Kingpin Strategy and the Why People Buy Pyramid.We also get into the Marketing Efficiency Paradox, why functional benefits alone rarely create durable advantage, and how brands accidentally make shoppers do the work through over-messaging and feature overload. Seth brings the theory to life with real-world examples, from kale at Pizza Hut buffets to what French’s Mustard teaches us about focus, meaning, and growth across DTC and retail.---------------Episode Highlights:🧠 How Schaefer studies buyer psychology❌ The lies brands tell themselves about why customers buy❓ The highest-leverage question in consumer research🎳 The Kingpin Strategy and why focus beats expansion📉 The Marketing Efficiency Paradox🔺 The Why People Buy Pyramid🥬 Kale at Pizza Hut buffets and what it proves🛒 Why brands shouldn’t make shoppers do the work🟡 Lessons from French’s Mustard🏬 DTC vs. retail: what actually changes📦 Why “functional” is rarely enough🔮 Trends and brands Seth is watching---------------Table of Contents:00:00 - Intro00:47 - Schaefer breakdown07:08 - Lies that brands tell themselves about why customers buy09:20 - The highest leverage question a brand can ask13:11 - The Kingpin Strategy17:18 - The Marketing Efficiency Paradox19:58 - The Why People Buy Pyramid28:54 - Kale at Pizza Hut buffets and beyond30:31 - Don’t make shoppers do the work33:25 - What we can learn from French’s Mustard37:42 - DTC vs Retail42:43 - Functional this, functional that45:00 - Brands and trends Seth is watching---------------Links:Schaefer - https://schaefer.co/Why People Buy - https://whypeoplebuy.com/Follow Seth on LinkedIn - https://www.linkedin.com/in/sethwaiteFollow 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.

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.

On this episode, we’re joined by Kathrin Henon, Founder & CEO of Planet Bake - the better-for-you donut brand making sugar-free, low-carb, gluten-free, plant-based donuts that actually taste indulgent.Kathrin shares her journey from a design and fashion background to building Planet Bake during the pandemic, driven by a desire to solve real problems around sugar, metabolic health, and access to healthier indulgences. Growing up in Germany shaped her perspective on food quality and sugar consumption, and that lens heavily influences how she thinks about formulation, branding, and product strategy today.We get deep into the tactical side of building an early-stage CPG brand. Kathrin walks through brand identity and packaging decisions, early formulation and R&D challenges, how Planet Bake explored different sweeteners before landing on the right solution, and what it takes to find and work with co-packers early on.A big part of the conversation focuses on early-stage financial pressure: managing cash when vendors want upfront payment, tools that can help bridge cash gaps, and why fundraising, banking, and credit are especially broken for emerging CPG brands. ---------------Episode Highlights:🍩 Building a better-for-you donut brand from scratch🇩🇪 How Kathrin’s German upbringing shaped Planet Bake🎨 Brand identity and packaging design decisions🧪 Formulation, R&D, and sweetener exploration🏭 Finding and working with co-packers early💸 Cash flow challenges most founders underestimate🧰 Tools that help relieve early-stage cash crunch🤝 Fundraising and financial support for early brands📦 Velocity vs. distribution in the early days👥 Building demo collectives to drive sell-through🚚 Distributors, brokers, and retail strategy🚀 2026 goals and trends Kathrin is watching---------------Table of Contents:00:00 – Intro00:48 – Origin story02:57 – Kathrin’s German upbringing04:22 – Brand identity and packaging design06:31 – Formulation and R&D09:36 – Sweetener exploration11:52 – Product roadmap12:29 – Co-packers15:56 – Cash flow challenges17:52 – Tools to help with the cash crunch20:08 – Fundraising at the early stage21:54 – Support communities for early-stage founders24:04 – Velocity vs. distribution in the early days25:41 – Building a demo “collective” to drive sell-through26:42 – Distributors and brokers29:18 – 2026 goals, Sprouts29:54 – Trends Kathrin is watching---------------Links:Planet Bake – https://planet-bake.com/Follow Kathrin on LinkedIn – https://www.linkedin.com/in/kathrinhenon/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.

On this episode, we’re joined by Jake Tannenbaum, Founder & CEO of Craftmix - the instant cocktail (and other things) mixer brand built for people who want better drinks without the mess, prep, or sugar bombs. Jake started Craftmix after years of bartending and realizing that even he couldn’t make a decent cocktail at friends’ houses with what they actually had on hand. That insight turned into a new product format - single-serve powdered mixers - and eventually an entirely new product category. We get into the early days of Craftmix, from six months of kitchen R&D and roommates spitting out bad iterations, to the “brownie mix” insight that explains why a little bit of participation makes products more fun. Jake breaks down the decision to move from DIY production to co-packers, what founders consistently underestimate about formulation and scale, and how building a brand is very different from building a product category. We also dig into demand planning lessons from selling out multiple times, how brand identity and packaging design impact shelf clarity and velocity, why the target demographic ended up being different than expected, and what it really took to win on Amazon before expanding into retail. We cover Kroger learnings, corporate gifting as a legitimate channel, how QVC works behind the scenes, and what’s next on Craftmix’s product roadmap.---------------Episode Highlights:🍸 Bartender-to-founder origin story and the real problem Craftmix solves🧪 Formulation and R&D lessons from early kitchen experiments🧁 The “brownie mix” variable and why interaction matters🏭 When and how to transition to a co-packer📦 Building a brand while educating consumers on a new category📊 Demand planning, inventory risk, and avoiding stockouts🎨 Brand identity and packaging design in a cluttered aisle🎯 How and why the target demo shifted🏆 Winning on Amazon before expanding into retail🏪 Retail velocity, Kroger learnings, and category education🎁 Corporate gifting as a real, scalable channel📺 QVC: live selling, pressure, and unexpected upside🧭 Product roadmap and trends JT is watching---------------Table of Contents:00:00 - Intro00:00 - Origin story02:37 - Formulation and R&D03:43 - The “brownie mix” variable05:13 - Transitioning to a copacker10:34 - Building a brand AND a product category12:10 - Demand planning14:43 - Brand identity and packaging design16:43 - Target demo17:51 - Winning on Amazon21:11 - Breaking into retail26:23 - Brand awareness and product category drive velocity27:19 - Winning in Kroger28:16 - Corporate gifting is a real channel29:26 - QVC31:41 - Product roadmap32:21 - Trends JT is watching---------------Links:Craftmix – https://www.craftmix.com/Follow Jake on LinkedIn – https://www.linkedin.com/in/jake-tannenbaum-a21876128/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.

On this episode, we’re joined by Matt Borish, VP of Marketing at Union Chill Cannabis Co. - a multi-state cannabis retailer operating in New Jersey and New York.We get into the realities of driving foot traffic and new customer visits when paid media options are limited and competition ramps quickly. Matt breaks down how Union Chill approaches the Super Bowl of cannabis, how they think about platform spend, and how to balance acquisition versus retention in a category where margins are constantly under pressure.We also dive deep into promo mechanics, product mix decisions, and how category trends like beverages and infused prerolls are reshaping the retail experience. Matt shares how Union Chill thinks about tech stack, consumer demographics, and what he’s watching as the cannabis retail landscape continues to evolve.---------------Episode Highlights:🌿 Driving foot traffic with limited paid media🔥 Green Wednesday strategy and promo planning💸 Marketing budget allocation and platform spend🔁 Balancing acquisition vs retention in cannabis retail📊 Building repeatable promo frameworks🧠 Retail tech stack and tooling decisions🚀 Launching dispensaries in new adult-use markets📦 Product mix strategy and category performance🥤 Beverages and infused preroll trends👥 Understanding shifting consumer demographics📉 Marketing under 280E constraints📈 Trends shaping the future of cannabis retail---------------Table of Contents:00:00 – Intro00:42 – Matt’s journey in cannabis03:16 – Green Wednesday04:00 – Driving traffic and new customers to retail06:55 – Marketing budget allocation09:12 – Platform spend10:15 – Retention strategies11:25 – Recurring promo strategy14:37 – Tech stack15:54 – Dispensary launch strategy17:58 – Building out a retailer promo framework in a new cannabis market19:29 – Product mix20:51 – Beverages22:22 – Infused prerolls22:54 – Consumer demographics25:43 – Optimizing for 280E26:24 – Trends---------------Links:Union Chill Cannabis Company – https://unionchillco.com/Follow Matt on LinkedIn – https://www.linkedin.com/in/matt-borish-09933b27/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.

On this episode, we’re joined by Jessica Berger, Founder & CEO of Bundle X Joy, the female-founded, purpose-driven pet brand rethinking dog nutrition, branding, and community.Jess brings nearly two decades of experience from inside the pet industry, including building private label brands and working across major retailers, before stepping out to create the brand she wished existed.We get into the realities of launching a modern pet brand from scratch - how early formulation and R&D decisions shape everything that comes next, how to think about initial SKU strategy, and what founders should know about pet co-packers and commercialization before scaling.We also dig deep into brand identity and packaging design and why Jess trusted her gut despite some tough feedback. Jess shares how she built community before launch, the go-to-market strategy that unlocked early traction, and what it really took to land major retailers like Walmart and Costco.---------------Episode Highlights:🐶 Jess’s origin story and journey through “Big Pet”🏭 Building private label brands and lessons from inside the industry🧪 Formulation, R&D, and early SKU decision-making📦 Working with pet co-packers and commercializing products🎨 Brand identity and packaging design decisions✏️ The naming process behind Bundle X Joy🤝 Building community before launch🚀 Go-to-market strategy and early traction🛒 What it really took to land Walmart🏬 Lessons from selling into Costco🔮 Brands and trends Jess is watching next---------------Table of Contents:00:00 - Intro00:43 - Origin story03:33 - “Big Pet” experience, building private label brands07:07 - Formulation and R&D, go-to-market SKU decisions10:53 - Pet co-packers and commercialization14:44 - Brand identity and packaging design, sticking with your gut19:49 - The naming process22:12 - Building community pre-launch23:56 - Go-to-market strategy29:45 - Walmart and beyond34:17 - Costco35:46 - Brands and trends Jess is watching---------------Links:Bundle X Joy – https://bundlexjoy.comFollow Jess on LinkedIn – https://www.linkedin.com/in/jessicarberger/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.

On this episode, we’re joined by Gabriel González, Co-Founder and Co-CEO of Casalú, the rum-based RTD cocktail brand.In Gabriel’s own words, his goal is to build the Red Bull of Latino culture.We dive into the initial insight that rum was missing from the hard seltzer boom, and the broader cultural shift that made a Latino-first brand not just viable, but necessary. Gabriel shares how Casalú was built for their own community first, and why Latin culture becoming pop culture fundamentally changed the opportunity.We also dig into early formulation and R&D decisions, including painful product failures and fermentation issues that forced production shutdowns and hard resets. Gabriel walks through what those moments taught them about liquid development, co-packers, and knowing when to rethink both product and process.We talk candidly about starting with self-managed distribution, learning the hard way how to actually drive velocity, and what it really takes to succeed with major retailers like Walmart. Gabriel also breaks down Casalú’s recent brand refresh, why clarity at shelf matters more than just being “cool,” and how they’re thinking about culture, community, and scale heading into 2026.---------------Episode Highlights:🍋 Why rum was missing from the hard seltzer boom🧪 Early formulation and R&D lessons🏭 What they learned working with co-packers⚠️ Product failures that shut down production🎶 Building the Red Bull of Latino culture📈 Growing a following from nothing🚚 Starting with self-managed distribution⚡ Tactics for driving real retail velocity🏪 Getting in the door and succeeding at Walmart🎨 The strategy behind the Casalú brand refresh🎯 2026 goals and what’s next---------------Table of Contents:00:00 – Intro00:51 – Origin story02:55 – Formulation and R&D05:20 – Co-packers10:22 – Formulation challenges and failed product12:32 – Building the Red Bull of Latino culture19:07 – Building a following from nothing22:21 – Starting with self-managed distribution25:40 – Tactics for driving velocity29:48 – Getting in the door and succeeding at Walmart32:30 – The what and why of the Casalú brand refresh40:46 – 2026 goals---------------Links:Casalú – https://casalu.com/Follow Gabriel on LinkedIn – https://www.linkedin.com/in/gabrielgonzalezorta/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.

On this episode, we’re joined by Cody Allen and Alex Bennet, Co-Founders of Joon Foods, the award-winning pistachio brand that’s gone from zero to roughly 1,500 doors in just seven months.Built on a 300-year-old family recipe and a modern, flavor-forward approach, Joon is showing consumers what pistachios “really taste like”.We get into the realities of formulation and R&D, how they approached finding the right manufacturing partner for a unique cooking process, and why they chose to start with just three flavors instead of chasing constant innovation.They also unpack their go-to-market strategy - from leaning into C-stores early (thanks to Cody’s family distribution background) to using Faire as both a revenue driver and an unexpected marketing engine. We talk pricing, velocity versus door count, grocery delivery platforms like Thrive and Hungryroot, and how they think about scaling without getting ahead of themselves.This is a tactical, in-the-weeds conversation about building a modern snack brand the hard way through distribution, data, and discipline.---------------Episode Highlights:🥜 Turning a 300-year-old family recipe into a modern CPG brand🚀 Growing to ~1,500 doors in seven months via C-stores🏭 Formulation, R&D, and finding the right manufacturing partner🌿 Clean-label flavor strategy (no seed oils, no artificial flavors)🎨 Brand identity, naming, and award-winning packaging design💰 Pricing a premium product across channels📦 Lessons from multi-generation food distribution🛒 Using Faire as both a sales and marketing engine📊 Velocity vs distribution and avoiding overexpansion🔍 Snack brands and trends Alex and Cody are watching---------------Table of Contents:00:00 – Intro01:06 – Origin story04:05 – Formulation and R&D07:08 – Finding and partnering with a co-packer08:45 – Flavor strategy12:49 – Brand identity, naming, and packaging design19:49 – Pricing22:52 – Lessons from Cody’s family distribution business25:22 – Starting with C-stores28:26 – Faire29:15 – Grocery delivery30:22 – Velocity vs distribution, Faire41:02 – Brands and trends Alex and Cody are watching---------------Links:Joon Foods – https://eatjoonfoods.com/Follow Cody on LinkedIn – https://www.linkedin.com/in/codyallen24/Follow Alex on LinkedIn – https://www.linkedin.com/in/alFollow 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.

On this episode, we’re joined by Mac Anderson, Co-Founder & Chief Commercial Officer of Cleveland Kitchen (formerly Cleveland Kraut) - the #1 kimchi and kraut brand in the U.S.Mac, his brother Drew, and their brother-in-law Luke built the company from Saturday farmer’s markets into a national fermented-foods platform spanning kraut, kimchi, pickles, and more, now sitting at roughly 15,000 doors.We get into the real mechanics of building in the fermented category. Mac breaks down how farmer’s markets became their most valuable feedback engine, what finally gave him the confidence to leave his day job, and how they approached formulation and R&D when “fermented” is both a flavor and a process.Mac also walks through what it takes to scale without losing quality - minimizing batch variance, deciding when to go vertical with in-house manufacturing, and how a cold-chain, time-based product fundamentally changes the business model.We dig into brand identity and packaging decisions that help Cleveland Kitchen win on shelf, how they think about defending territory as the category leader, and what they learned from acquiring Sonoma Brinery.---------------Episode Highlights:🥬 Building Cleveland Kitchen with family🧺 Why farmer’s markets are the best real-world product lab in CPG🚪 When it actually makes sense to leave your full-time job🧪 Formulation & R&D in a process-driven category📉 Minimizing batch variance as you scale🏭 Going vertical: when in-house manufacturing becomes the edge🧬 The fermentation business model (time, cold chain, inventory)🎨 Brand identity & packaging decisions that drive velocity📈 Scaling into ~15,000 doors🛡️ Defending territory as the market leader🤝 Lessons from acquiring Sonoma Brinery🔭 Trends and brands Mac is watching right now---------------Table of Contents:00:00 - Intro00:47 - Cleveland Kitchen origin story, building with family05:54 - Farmer’s Market learning lessons07:34 - When to leave your full-time job10:01 - Formulation and R&D12:29 - Minimizing batch variance at scale14:06 - Going vertical (in-house manufacturing)17:26 - The fermentation business19:59 - Brand identity and packaging design22:48 - Scaling into 15,000 doors26:52 - Defending territory as the market leader29:59 - Acquiring Sonoma Brinery34:06 - Trends and brands Mac is watching---------------Links:Cleveland Kitchen – https://www.clevelandkitchen.com/Follow Mac on LinkedIn – https://www.linkedin.com/in/mac-anderson-98500973/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.

On this episode, we’re joined by Kristina Marino, BevAlc consultant and marketing leader, who’s helped scale brands like Mr Black and Kombrewcha just to name a few. Kristina brings an operator’s lens to today’s bevalc reality: tougher distributor dynamics, shifting shopper behavior, and the need to design brands that earn repeat in both off-prem and on-prem.We get into what’s working now in bevalc: how to earn a distributor’s attention without overspending, why on-prem needs a purpose-built SKU or ritual, and how early wins come from ruthless focus on route-to-market and velocity metrics (not just awareness).Kristina also shares her brand identity playbook, the levers that actually move repeat purchase, and what the post-M&A integration process looks like from the inside.---------------Episode Highlights:🥃 Learning lessons from scaling Mr. Black and Kombrewcha📉 Distributor reality in 2025🧭 Route-to-market first🍸 On-premise with purpose🔁 Driving repeat purchase🪪 Brand identity playbook: briefs that translate, system-first packaging, and shelf ↔ digital alignment🧩 Post-M&A integration📈 Where she’d place bets now and the spirit trends she’s watching---------------Table of Contents:00:00 – Intro00:39 – Kristina’s experience in the bevalc03:12 – The current bevalc landscape05:14 – Trends Kristina is seeing09:25 – Today’s bevalc distributor landscape11:53 – How a bevalc startup can win in today’s market13:42 – What category Kristina would focus on today if she started a brand15:43 – Brand identity playbook in bevalc17:34 – On-premise vs off-premise in the early days18:49 – Driving repeat purchase21:37 – What the post-M&A integration process looks like23:17 – Brand and trends Kristina is excited about in spirits---------------Links:Follow Kristina on LinkedIn – https://www.linkedin.com/in/krimarino/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.

 On this episode, we’re joined by Tyrel Johnson, the Co-Founder & CEO of Natty Ice Cream, the high-protein, clean-label ice cream brand rapidly breaking into the frozen set. Tyrel and his brother Garrett turned a home fitness journey, a Ninja Creami obsession, and relentless R&D into a brand that's gaining traction fast.Tyrel shares the inside story of building Natty from a Breville machine to a fully licensed dairy manufacturing facility, then making the pivotal decision to shift from in-house production to a co-packer to support scale. We dive deep into brand identity and how Natty’s bold, dark packaging and Greek-god iconography carve out visual white space behind foggy freezer doors. Tyrel shares tactics on breaking into frozen retail, working with brokers and distributors, managing trade spend, and building a brand that wins the first trial and earns repeat.---------------Episode Highlights:🍦 The fitness journey that inspired Natty Ice Cream🧪 How they cracked the code on high-protein ice cream texture🏭 Building a licensed dairy facility - then pivoting to a co-man🎨 Why contrast drives frozen aisle packaging strategy🔍 Visual storytelling and owning white space in frozen📈 Breaking into Erewhon and early retail traction🤝 Working with brokers, distributors, and deciding when to scale📊 Modeling trade spend, margins, and operational realities🚀 Emerging brands and trends Tyrel is tracking across CPG---------------Table of Contents:00:00 - Intro00:37 - Natty Ice Cream origin story03:12 - Building a brand with family05:33 - Early days of formulation and R&D09:46 - Product roadmap10:48 - Pivoting to a copacker13:34 - Brand identity and packaging design18:24 - Operating in the frozen category20:35 - Strategies to stand out in frozen at retail23:30 - Erewhon27:37 - Brokers and distributors31:22 - Brands and trends Tyrel is watching---------------Links:Natty Ice Cream – https://nattyicecream.com/Follow Tyrel on LinkedIn – https://www.linkedin.com/in/tyreljohnson/ 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.

On this episode, we’re joined by Courtney Shane, Founder & CEO of Challenger Brand Group.Courtney led turnarounds for iconic brands like Windex, Tollhouse, and Windex and now brings big brand rigor to emerging, challenger brands.We dig into how to think like a P&L-minded marketer, what she had to unlearn from “Big CPG,” the initiatives that change trajectories like nailing price-pack architecture, packaging design frameworks and storytelling strategies tailored to core stakeholder groups.Courtney breaks down what belongs in a tight creative brief, the most common packaging mistakes she sees, and how to evaluate when you need a refresh versus a full rebrand. We also get tactical on “owning a color and designing for real store lighting.---------------Episode Highlights:🎯 From corporate turnarounds to challenger brand operator🧠 What to unlearn from Big CPG when you’re scrappy📊 Price Pack Architecture for early-stage brands🗂️ The anatomy of a strong agency brief📦 Packaging pitfalls that kill clarity at shelf🎨 Why “owning a color” creates true brand blocking💡 Small packaging tweaks that reliably lift velocity🛒 How store lighting impacts design choices🔁 Refresh vs. rebrand: how to decide📖 Storytelling for consumers, retailers, investors, and employees📈 Trends and challenger brands Courtney is watching---------------Table of Contents:00:00 - Intro00:48 - The Challenger Brand Group03:15 - Turning around Nesquik06:22 - Turning around Windex08:45 - (Un)learning from “Big CPG”10:23 - Game-changing strategies and initiatives11:59 - Pricing strategy18:42 - What a well-rounded agency brief looks like20:42 - Common packaging design pitfalls24:00 - Owning a color28:21 - Most and least impactful packaging tweaks29:37 - Lighting environment and packaging design31:14 - Packaging refresh vs full rebrand33:35 - Storytelling38:14 - Brand and trends Courtney is tracking---------------Links:Challenger Brand Group – https://www.challengerbrandgroup.com/Follow Courtney on LinkedIn – https://www.linkedin.com/in/courtneyfshane/ 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.

On this episode, we’re joined by BJ McCaslin, the Co-Founder & CEO of Holy! Water, the beverage brand pushing the boundaries of function, combining ketones, nootropics, functional mushrooms, and in some SKUs, THC. A 20-year beverage veteran who previously built and exited Coco Café to Vita Coco, BJ brings a rare blend of street-level intuition, scientific curiosity, and battle-tested entrepreneurial grit.We dive deep into commercialization realities, the brutal economics of beverage, and how BJ approaches brand-building like an anthropologist.We explore the fast-changing C-store landscape and where functional beverages fit in, and what it actually takes to build strong distributor and broker relationships.---------------Episode Highlights:💧 The 15-year journey behind Holy! Water⚗️ Building a functional beverage with real “feelings”🧪 Ketones, mushrooms & nootropics🛠️ The harsh realities of beverage commercialization🧭 Why brand-building starts with anthropology🌿 THC vs non-THC SKUs🚨 How BJ is responding to the potential hemp ban💊 Vitamins vs painkillers🏪 Why C-stores are the next frontier for functional drinks📈 Broker & distributor strategies that actually work🔭 Trends and brands BJ is watching closely---------------Table of Contents:00:00 - Intro00:47 - Holy! Water origin story, product evolution07:17 - Commercialization journey10:09 - Anthropological approach to brand building13:41 - Learning on the fly17:43 - THC vs non-THC SKUs22:07 - How BJ is reacting to the hemp ban24:07 - Vitamins vs painkillers27:41 - The C-store channel30:51 - The evolution of functional beverages in C-stores32:38 - Building strong distributor and broker relationships37:42 - Brand and trends BJ is watching---------------Links:Holy! Water – https://enjoyholywater.com/ Follow BJ on LinkedIn – https://www.linkedin.com/in/bjmccaslin/  Follow Adam 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.

On this episode, we’re joined by Chris Wendling, Executive Vice President of Marketing at Carbone Fine Food, the fast-growing brand translating the iconic Carbone restaurant experience into the grocery aisle. Since launching in 2021, Carbone has quickly become one of the top-selling premium pasta sauce brands in America, expanding into club, mass, and specialty retailers.Chris shares how his sales leadership background helped build marketing structure around a rapidly scaling business. We talked about the journey of implementing a formal marketing strategy, refining brand storytelling, and aligning the team around north start metrics. We dive into how Carbone leverages restaurant expertise to inform innovation, the thinking behind its new Italian Simmer Sauces line and the philosophy that guided the recent label refresh.---------------Episode Highlights:🍝 The story behind Carbone Fine Food’s rapid rise📈 Building a scalable marketing structure from scratch🤝 Lessons from leading marketing after years in sales📊 Using restaurant data to guide retail innovation🔥 Launching the new Italian Simmer Sauces🎨 The strategy behind Carbone’s packaging refresh📍 Defining and tracking true north-star metrics👀 Emerging brand and consumer trends Chris is watching---------------Table of Contents:00:00 - Intro00:48 - Carbone Fine Food origin story04:11 - Implement a formal marketing strategy / structure12:16 - Leading marketing after years in sales leadership20:51 - Leveraging restaurant data to drive product strategy24:42 - The Simmer Sauces lines29:33 - Label refresh33:30 - North star metrics37:04 - Brand and trends Chris is watching---------------Links:Carbone Fine Food – https://www.carbonefinefood.com/ Follow Chris on LinkedIn – https://www.linkedin.com/in/christopherwendling/ 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.

On this episode, we’re joined by Jeff Bull, the Chief Creative Officer at Uncle Arnie’s, one of the fastest-growing THC beverage brands in the country. Jeff is the creative mind behind the Arnieverse - the nostalgic, fun-first brand world that has helped propel Uncle Arnie’s from a California cult favorite to a nationwide force across both dispensaries and the booming hemp-derived beverage market.With deep experience in brand identity, visual storytelling, and product strategy, Jeff has shaped everything from Arnie’s character system and packaging architecture to its flavor development, channel expansion, and launch playbooks.Jeff breaks down how Uncle Arnie’s was born, why beverages have become the dominant on-ramp for new cannabis users, and how the brand balances playfulness with potency and compliance. He unpacks the creative and strategic evolution of Arnie’s as it scaled from dispensary shelves into mainstream retail, what the hemp market unlocked for the company, and how they approach new SKUs, flavor development, and launch assets.We also dive into the role of budtenders, the fundraising journey, how creative leaders should think about entering the THC beverage space, and the trends Jeff sees shaping the next wave of cannabis and hemp innovation.Use code Jeff33 to get 33% off anything at unclearnies.com---------------Episode Highlights:🍋 The origin story behind Uncle Arnie’s🥤 Why THC beverages are exploding in popularity🌿 The rise of hemp-derived THC and its impact on brand strategy🎨 Building a distinctive, joyful visual identity📦 Packaging that balances fun, clarity, and regulatory accuracy🛒 How dispensary shoppers differ from mainstream hemp consumers🧪 Flavor development and new product roadmapping🚀 The creative playbook for new product launches👥 The critical role of budtenders and frontline retail staff💰 Lessons from fundraising and scaling a cannabis brand---------------Table of Contents:00:00 – Intro00:57 – Uncle Arnie’s origin story02:55 – Why THC beverages are all the rage right now04:26 – Why beverages are the on-ramp for many05:43 – Predicting the future07:35 – Brand identity and brand evolution10:32 – Visual identity and packaging design16:02 – Dispensary channel consumers vs hemp market consumers20:47 – Product strategy and roadmap25:09 – New product launch assets and strategy26:59 – The importance of budtenders and frontline retail teams29:48 – Fundraising31:49 – Recommendations for creative leaders coming into hemp bev33:19 – Brand and trends Jeff is watching---------------Links:Uncle Arnie’s – https://unclearnies.comFollow Jeff on LinkedIn – https://www.linkedin.com/in/jeffreybull/Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinbergFor 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.

On this episode, we’re joined by Scott Marcus, CEO and Co-Founder of Blue Zones Kitchen, the mission-driven frozen foods brand rooted in the research behind the world’s longest-lived communities. After helping scale Vital Farms to the point of IPO and beyond, Scott set out to build a new kind of food company.Scott breaks down how he and his co-founders, Dan Buettner and Matt O’Hare, transformed decades of Blue Zones research into a modern CPG platform. We explore what it takes to build a Public Benefit Corporation from scratch, how the team approached R&D and formulation, and the principles guiding their product roadmap. Scott also dives into packaging strategy, pricing, distributor and broker selection, and what he sees shifting across the frozen aisle and the broader better-for-you landscape.—---------------Episode Highlights:🌍 Turning the Blue Zones lifestyle into a CPG brand🏢 The decision to be a Public Benefit Corporation🧪 How clean, nutrient-dense R&D actually happens🗺️ Structuring an intentional product roadmap🚀 The core ingredients of a successful product launch🎨 Packaging, color strategy & communicating trust💲 Pricing strategy🥶 Why the frozen section is changing faster than people realize👀 The emerging brands + trends Scott is following—---------------Table of Contents:00:00 – Intro00:55 – Blue Zones (Kitchen) overview05:07 – Scott’s next adventure07:44 – Crafting a compelling story12:22 – Public Benefits Corporations15:04 – Public Benefits Corps vs. Certified B Corps17:54 – R&D and formulation21:09 – Product roadmap strategy22:56 – Keys to a successful new product launch25:17 – Visual identity and packaging design27:23 – Own a color (or not?)29:23 – Pricing35:11 – Distributors and brokers42:04 – The frozen section48:33 – Brands and trends Scott is watching—---------------Links:Blue Zones Kitchen – https://bluezoneskitchen.comFollow Scott on LinkedIn – https://www.linkedin.com/in/scott-marcus/Follow me on LinkedIn – https://www.linkedin.com/in/adam-martin-steinbergFor 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.

On this episode, we’re joined by Audrey Burger, the former President of Primal Kitchen and the founder of Pace Setters, a consultancy that helps CPG brands sharpen their strategy, strengthen their commercial foundations, and transition from an emerging brand into a long-standing, scalable business.With deep experience in go-to-market strategy, portfolio planning, retail storytelling, and post-acquisition integration, Audrey brings a rare blend of BigCo discipline and emerging-brand speed.Audrey breaks down what a retail-ready launch really requires and how she helps brands build smarter commercial plans, avoid preventable missteps, and grow shelf space over time. She also unpacks the rise of private label, category dynamics she’s watching, and what the strongest brands do differently when entering new channels.—---------------Episode Highlights:📈 How brands can build a sharper commercial engine🛒 The anatomy of a retail-ready product launch🧮 Forecasting mistakes that cost brands real money🧱 How to earn and grow shelf space over time🧪 Why brands actually launch new SKUs—and how to know if you should🏭 Integrating new SKUs into operations without chaos🖥️ Optimizing PDPs for velocity and conversion📦 Packaging design that improves shopability and brand recall🤝 What it’s like joining a newly acquired & integrated CPG team🏪 The accelerating rise of private label🔭 Trends and brands Audrey is paying attention to in 2025—---------------Table of Contents:00:00:00 - Intro00:50:02 - How Audrey is helping brands02:37:28 - A well-rounded retail ready launch plan04:33:11 - Common forecasting pitfalls07:54:13 - Fighting for more shelf space over time10:32:02 - Why a brand launches a new SKU12:27:24 - The keys to a successful product launch14:30:05 - Integrating new SKUs into the production schedule16:20:15 - Optimizing product detail pages18:16:08 - Packaging design26:15:18 - Joining a newly acquired and integrated team31:09:24 - The rise of private label35:55:00 - Trends and brands Audrey is watching—---------------Links:Pace Setters – https://pacesetterscpg.comFollow Audrey on LinkedIn – https://www.linkedin.com/in/audreyfburgerFollow Audrey's Substack – https://pacesetterscpg.substack.com/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.

On this episode, we’re joined by Ian Tecklin, the Founder & CEO of Ripi, a recently launched, fast-growing upstart that’s redefining frozen pasta. Ian spent years in M&A and early-stage investing before partnering with Top Chef alum Joe Sasto to bring chef-level pasta to the masses through an accessible, freezer-friendly format.With explosive early retail traction and a growing fan base, Ian shares an inside look at how Ripi developed its formulations, chose its first SKUs, and built a distinctive brand identity in a sleepy category.We dive into R&D, how he selected and onboarded co-packers, and why launching with the right hero SKUs matters in frozen. Ian unpacks what most brands misunderstand about the frozen aisle, why packaging architecture matters more than founders think, and how Ripi thinks about shelf placement, facings, and competing behind a condensated glass door.—---------------Episode Highlights:🍝 Building Ripi: a chef-led, premium frozen pasta brand🧪 Formulating restaurant-level pasta that scales🏭 How to choose and work with the right co-packer📦 Why product set is critical in frozen🎨 Packaging architecture that wins in the freezer aisle🛒 Retail go-to-market & early traction📊 Tactics for capturing more shelf space❄️ What brands misunderstand about the frozen category🧭 Advice for entrepreneurs entering frozen🔭 Trends Ian is paying attention to—---------------Table of Contents:00:00:00 - Ian Tecklin intro00:41:08 - Ripi origin story03:55:13 - Formulation and R&D07:56:11 - Copackers12:41:22 - Go-to-market SKU decisions15:15:24 - Brand identity and packaging design21:43:19 - Retail go-to-market26:49:12 - Capturing more shelf space in a competitive category30:17:19 - The frozen category35:25:10 - If Ian could redesign the frozen section37:33:02 - Recs for other frozen entrepreneurs39:45:05 - Trends Ian is watching—---------------Links:Ripi – https://ripifoods.comFollow Ian on LinkedIn – https://www.linkedin.com/in/ian-tecklin-44655698/ 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.

On this episode, we’re joined by Marc Brown, Founder of ONOIN - the newly launched pre-chopped, flavored onions packed in 100% olive oil that can be used as topping, marinade, a base for a sauce, or any scenario where you want to spice up a meal.Before launching ONOIN, Marc spent years leading R&D and commercialization at brands like Clio Snacks, Danone, and Hain Celestial, giving him a rare mix of chef-level intuition and big-CPG scale-up discipline.With deep experience in formulation science, co-man development, and taking products from kitchen to retail shelf, Marc brings a brutally honest and highly tactical perspective on what founders actually need to know before going to market.Marc breaks down why most early formulations are unscalable, how to avoid ingredient traps that kill margin, and what to look for in a co-packer long before you sign an MSA. He unpacks his full commercialization playbook - from securing your IP and managing redundancy to navigating the retailer-distributor-broker maze.—---------------Episode Highlights:🧅 The origin story behind ONOIN and building a new pantry category🔥 How to simplify your R&D and avoid unscalable ingredients🏭 What founders overlook when choosing a co-packer🔐 Securing your formulation IP and protecting the process📦 Packaging: aesthetics vs. operational efficiency⚙️ Redundancy, risk mitigation, and readiness for scale📉 Commercialization pitfalls that derail early brands🥄 How consumers are actually using ONOIN📈 Channel strategy: DTC vs. retail vs. distributor👀 Trends Marc is watching across food and kitchen shortcuts—---------------Table of Contents:00:00:00 - Marc Brown intro00:56:12 - Origin story and intro02:48:01 - Where the brand sits in retail03:52:13 - Consumer education05:12:05 - How Marc is using ONOIN06:37:17 - R&D and formulation10:03:21 - Nailing down a copacker12:11:27 - Brand identity and packaging design16:03:02 - Copacker evaluation process21:01:13 - Redundancy23:13:14 - Securing formulation IP24:30:24 - Commercialization30:03:07 - Scalable ingredients32:30:25 - Packaging design: aesthetics vs efficiency35:12:11 - Copacker KPIs37:12:04 - Learning lessons39:22:16 - Trends Marc is watching—---------------Links:ONOIN – https://www.eatonoin.comFollow Marc on LinkedIn – https://www.linkedin.com/in/marc-brown-41500546/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.

On this episode, we’re joined by Jenny Thielen, CMO at Green Seed North America, and a seasoned CPG marketer who’s spent her career helping food and beverage brands find their footing, grow distribution, and scale sustainably. Jenny shares a wealth of insights on what it really takes to win in retail today - from how to de-risk growth and avoid costly pitfalls to how to build true shopper marketing muscle that drives velocity without burning cash. We dive into her playbook for helping international brands successfully launch in the U.S., how to tailor both product and messaging for a new consumer base. Jenny also breaks down how to approach retail media, what brands are still getting wrong about shopper marketing, and the key lessons she’s learned from Green Seed helping Siggi’s, Quorn, and GoGo squeeZ grow from early-stage to household names.—--------------- Episode Highlights: 🌱 How Green Seed helps brands de-risk growth 🇺🇸 The playbook for bringing international brands to the U.S. 🥛 Siggi’s, Quorn, and GoGo squeeZ growth stories 💰 When and why Green Seed takes equity ⚠️ The biggest pitfalls Jenny sees emerging brands make 🛍️ What shopper marketing really looks like today 📈 How to think about retail media networks 🔥 Trends and brands Jenny is watching right now—---------------Table of Contents:00:00:00 - Intro & Overview00:47:23 - Green Seed origin story04:19:08 - Siggi’s growth story08:01:03 - Quorn growth story09:55:27 - GoGo Squeez growth story11:09:28 - When and why Green Seed decides to take equity13:53:22 - De-risking growth for brands16:01:25 - One of most common pitfalls Jenny sees brands make17:14:03 - The playbook for bringing international brands to the U.S.20:29:21 - Tailoring messaging and recipes for the U.S. consumer28:54:10 - Expanding beyond the ethnic aisle30:50:13 - Shopper marketing34:40:11 - How brands can get shopper marketing wrong today36:19:13 - Shopper marketing for brands selling $5–10M/yr39:11:22 - Retail media networks41:33:00 - Trends and brands Jenny is watching—---------------Links:Green Seed North America – https://greenseedna.comFollow Jenny on LinkedIn – https://www.linkedin.com/in/jenniferthielen/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.

On this episode, we’re joined by Sierra Thomas, Founder and CEO of Tropink - the Hawaiian-inspired, functional beverage brand made with real tropical fruit, vitamin D, broad spectrum hemp (no THC), and a little bit of carbonation.Sierra spent a decade in media and music before going alcohol-free in 2010. She’s bootstrapped Tropink thus far, scaling into premier retail locations across her home state of Oregon. We dive into Sierra’s formulation journey, why she chose broad-spectrum hemp over isolate, and how she navigates compliance and food safety. She unpacks packaging choices (and a sustainability miss she fixed), go-to-market strategy, and retail tactics that actually move cases. We also get into upcoming SKUs, fundraising strategy, and the trends she’s watching.—---------------Episode Highlights:🧪 From bench-top trials to co-packed, tunnel-pasteurized runs🌿 Broad-spectrum hemp vs. isolate and how dosing/COAs build trust🧂Alternative sweeteners🎨 Brand identity that “feels like a sunset” and why it matters on shelf♻️ Shrink sleeves vs. digitally printed cans: a sustainability pivot📣 Turning the Super Bowl into a rebrand launchpad🛒 Oregon-first saturation, menus, and placements that fit the audience📈 Velocity levers & independent retailers🧭 New SKUs, no-THC stance, bootstrapping, and the NA wave ahead—---------------Table of Contents:00:30:03 – Origin story05:38:11 – R&D, formulation11:48:19 – Hemp extract: broad spectrum vs isolate15:36:14 – Sweeteners17:27:07 – Brand identity and packaging design23:03:18 – A packaging learning lesson25:48:06 – Leveraging the Super Bowl for a rebrand launch27:42:25 – Go-to-market30:44:06 – Retail tactics36:25:20 – New SKUs around the corner40:01:01 – Hemp THC?41:01:04 – Fundraising (or not)42:07:10 – Trends Sierra is watching—---------------Links:Tropink - https://tropinkdrink.com/ Follow Sierra Thomas on LinkedIn - https://www.linkedin.com/in/amy-collins-4a200216/ 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.

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.

On this episode, we’re joined by Amy Collins, the Co-Founder and CEO of RoRo’s Baking Company, a Dallas-based brand bringing her grandmother’s beloved cinnamon rolls and dinner rolls to freezers across the country. What started as a family recipe baked by hand in a shared kitchen has grown into a nationally distributed brand carried in Whole Foods, H-E-B, Harris Teeter, and more.Amy shares her journey from ICU nurse to food entrepreneur, how she scaled from self-manufacturing to partnering with a copacker, and what she’s learned about preserving authenticity while building a frozen brand at scale.We get into the decision behind frozen vs. refrigerated vs. ready-to-eat and some of the learning lessons that Amy has gathered during the journey thus far.—---------------Episode Highlights:🥣 The family legacy behind RoRo’s Baking Company🍞 Pre-baked & frozen vs. refrigerated vs. ready-to-eat formats📦 Packaging & brand identity lessons learned the hard way🏭 From shared kitchen to building a commercial facility⚙️ Transitioning from self-manufacturing to a copacker🧊 Competing and winning in the frozen category🛒 The role of demos in driving retail velocity💻 DTC and national shipping via Goldbelly🎯 Managing expectations and staying scrappy🌟 Trends and brands Amy’s keeping an eye on—---------------Table of Contents:00:00 - Intro & RoRo’s Overview00:41 - Origin Story03:53 - Pre-baked & Frozen vs. Refrigerated vs. Ready-to-Eat05:24 - Brand Identity & Packaging Design09:12 - Kickstarter & Building Out a Commercial Space12:32 - Commercial Kitchen vs. Copacker18:38 - Searching for & Choosing a Copacker22:56 - The Frozen Category26:36 - Demos27:48 - DTC & Goldbelly31:16 - Learning Lessons & Expectations32:41 - Trade Shows34:18 - Trends & Brands Amy’s Watching—---------------Links:RoRo’s Baking Company - https://rorosbakingcompany.comFollow Amy Collins on LinkedIn - https://www.linkedin.com/in/amy-collins-4a200216/ 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 https://www.kitprint.co/  

On this episode, we’re joined by Katie Hill, the longtime marketing leader at Upslope Brewing - Boulder’s outdoors-first craft brewery known for cans-only packaging, community-driven events, and a “beer, people, planet” ethos. Katie has spent the last decade steering Upslope through the craft beer roller coaster, widening the aperture beyond beer while protecting the brand’s core identity.With deep experience across portfolio strategy, taproom-to-retail activation, and cause-led community building, Katie offers a practical perspective on what it takes to keep a 2008-era craft brand fresh in 2025.Katie unpacks the next decade in craft brewing (beer, NA, and beyond), why Upslope went hard on Hard Yerba Mate, and how they launched a hop-boosted IPA using BevBoost widget tech that releases a fresh burst of hop aroma at crack. We dig into the taproom + retail flywheel and how she’d approach starting a new brand today.—---------------Episode Highlights:🏔️ Upslope’s “après everything” positioning🎢 What the craft beer roller coaster taught the team🔭 The next 10 years🎯 Widening the aperture without losing the core brand🍋 Why Hard Yerba Mate (5% ABV) fits the outdoor occasion🧊 Hard seltzer lessons from Spiked Snowmelt🧪 Hop-Boosted IPA with BevBoost: telling a “tech” story in beer🏪 The taproom <> retail flywheel that converts trial to velocity📣 Lean, repeatable, community-first field marketing plays🚀 If starting a craft brand today: formats, occasions, and white space👀 Trends Katie’s watching across craft and adjacent categories—---------------Table of Contents:00:46:07 - Origin story03:49:18 - The craft beer roller coaster06:15:09 - The next 10 years in craft brewing07:52:00 - Widening the aperture10:57:08 - Hard Yerba Mate14:48:16 - Hard seltzer16:20:24 - The hop boosted IPA, BevBoost tech21:08:08 - The tap house <> retail flywheel24:16:10 - Getting scrappy, lean marketing strategy29:07:16 - If Katie was starting a brand in the craft brewery space30:38:21 - Brands and/or trends Katie is watching—---------------Links:Upslope Brewing - https://upslopebrewing.comFollow Katie on LinkedIn - https://www.linkedin.com/in/khill29/ 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.

On this episode, we’re joined by Gardar Stefansson, Co-founder & CEO of GOOD GOOD - the fastest-growing spread brand in the U.S.Born in Iceland, GOOD GOOD offers no-added-sugar, fruit-first jams, jellies, chocolate spreads, and a vegan lemon curd, among others.Gardar shares how a looming write-off in a stevia/erythritol drops business sparked the pivot to spreads. He lays out the playbook on formulation, packaging that signals “indulgent but better,” moving from Amazon discovery to national retail, and what it actually takes to earn and hold more facings in conventional grocery. —---------------Episode Highlights:🍓 The “inventory crisis” that led to GOOD GOOD’s jam breakthrough🧪 The R&D journey🥄 Alternative sweeteners🧂 Lessons from prior CPG ventures📦 Packaging & claims that drive trial and repeat without confusing shoppers🛍️ Amazon as the first wedge, and what still works there in 2025🏪 Translating ecomm proof into retail wins and cleaner resets🧱 How to capture shelf space over time🛒 Kroger, H-E-B, Publix - how to win📈 Trends—---------------Table of Contents:00:49:14 – Origin story, the big pivot03:47:10 – R&D and formulation06:41:29 – Sweetener testing09:25:25 – Learning lessons from previous CPG experience12:53:18 – Brand identity and packaging design17:41:26 – Amazon24:08:26 – Expanding into retail29:19:27 – Capturing more shelf space32:41:09 – Kroger, H-E-B, Publix37:12:24 – Trends Garðar is watching—---------------Links:GOOD GOOD - https://goodgoodbrand.comFollow Garðar on LinkedIn - https://www.linkedin.com/in/gardar-stefansson/ 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.

On this episode, we’re joined by Marshall Rabil, CEO of Hubbard Peanut Company (“Hubs”), the Virginia heritage brand that commercialized blister-fried, Super Extra Large peanuts, and became one of the earliest premium mail-order/DTC success stories. From Dot & H.J. Hubbard’s 1950s home kitchen to a modern mix of DTC, retail, and private label, Marshall shares how Hubs has maintained a craft feel as they’ve growth over the past ~75 yearsWith experience as a Whole Foods specialty buyer and a decade leading Hubs’ marketing and partnerships, Marshall unpacks sourcing the top 1–2% of Virginia peanuts, why terroir matters for flavor and texture, and how the team balances premium pricing, seasonality, and channel conflicts without diluting the brand.By the way, is it me or does Marshall sound a lot like Matthew McConaughey—---------------Episode Highlights:🥜 Hubs’ origin story and what “blister-fried” really means🌱 Terroir: how region, curing, and grade shape flavor and crunch📈 From catalog era to modern DTC💸 Holding a premium price🗓️ Running a heavily seasonal business🛒 Retail lessons from Marshall’s time as a Whole Foods buyer🏷️ Private label & co-branded: where it works (and where it conflicts)⚖️ Margin realities across private label vs. branded vs. DTC🎨 Visual identity & packaging that drive trial, gifting, and loyalty👥 Building the team, lessons learned, and the future of the peanut—---------------Table of Contents:00:44:03 – Hubs origin story03:41:01 – Taking over a legacy family business06:01:14 – The effect of terroir on peanuts07:30:17 – Extra Large Virginia Peanuts, focusing on the top 1–2%09:13:24 – Pioneering the blister-fried peanut at scale11:27:07 – The early days of DTC to today12:55:01 – Selling peanuts at a premium price point14:44:11 – Building a heavily seasonal business17:19:28 – The retail channel, Marshall’s experience as a Whole Foods buyer20:37:27 – The private label and co-branded business22:45:27 – Private label vs. branded retail vs. DTC conflicts24:42:19 – Margin differences between private label, co-branded, branded27:22:23 – Visual identity and packaging design29:58:11 – The team31:37:22 – Learning lessons33:49:20 – The future of the peanut—---------------Links:Hubs Peanuts - https://www.hubspeanuts.comFollow Marshall on LinkedIn - https://www.linkedin.com/in/marshall-rabil-83a24a15/ 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.

On this episode, we’re joined by Chris Robb and Adam Spriggs, the duo behind The Angel Group - one of the most influential early-stage investment communities in CPG - and Supernatural Ventures.Between them, they’ve backed breakout brands like Siete, Poppi, Bachan’s, Garage Beer, and Painterland Sisters. They’ve built a reputation for spotting winning founders long before the rest of the industry takes notice.Chris and Adam unpack what they’re seeing across today’s early-stage CPG landscape - from what categories they’re most intrigued by, to how they evaluate founders, products, and data when there’s very little of it to go on. They share their frameworks for diligence, talk through the stories behind some of their flagship investments, and outline what truly differentiated brands have in common.—---------------Episode Highlights:💸 How The Angel Group and Supernatural Ventures identify breakout brands early🥇 The story behind their investments in Siete, Poppi, and Bachan’s📊 How founders get forecasting wrong, and how to fix it🚀 Why speed is becoming the new differentiator in CPG📦 The importance of merchandising and store-level excellence🧠 What truly makes a brand “differentiated” in 2025📋 How to brief an agency the right way💬 The biggest fundraising mistakes founders make❤️ Why Chris actually enjoys the fundraising process—---------------Table of Contents:00:42:14 - The Angel Group overview03:14:02 - Supernatural Ventures overview06:06:12 - The early stage CPG landscape today09:34:04 - Overhyped and underhyped categories13:07:24 - Investment philosophy and eval process20:52:21 - Forecasting, how founders get it wrong23:10:20 - How and why they invested in Siete so early25:12:22 - How and why they invested in Poppi so early27:11:01 - How and why they invested in Bachan’s so early30:47:20 - Founders, green and red flags34:30:08 - Will they make a bet on a founder new to CPG37:50:07 - What a truly differentiated brand looks like39:42:24 - Speed is now going to be the big differentiator40:11:28 - Don’t let the copacker dictate your product42:58:09 - What a good agency brief looks like44:49:24 - The importance of merchandising47:50:02 - Chris’ best advice for founders48:42:27 - A good fundraising process, how to screw it up50:44:28 - The biggest mistake founders make with fundraising51:43:17 - Why Chris likes fundraising—---------------Links:The Angel Group - https://www.wearetheangelgroup.comSupernatural Ventures - https://www.supernatural.venturesFollow Adam Spriggs on LinkedIn - https://www.linkedin.com/in/adam-spriggs-69a91b53/ Follow Chris Robb on LinkedIn - https://www.linkedin.com/in/chris-robb-9a522931/ 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 https://www.kitprint.co/  

On this episode, we’re joined by Sean Campbell, COO at Semifreddi’s - the Bay Area-based beloved artisan bakery known for its sourdough.Before Semifreddi’s, Sean led operations at Kiva Confections, helping scale one of the nation’s top cannabis edibles brands from ~$20M to ~$150M in revenue, and held ops roles at Double Rainbow Ice Cream and San Francisco Salt Company. He’s a rare operator who’s scaled ops in traditional food, frozen, ambient, and regulated cannabis, bringing a cross-category playbook for formulation, production lines, co-manufacturing, and NPD.Sean lays out the margin levers that actually move the P&L, how to build supply-chain redundancy, and the tradeoffs between in-house manufacturing vs. co-packing. We dig into the ops leader’s evolving role from $20M to $150M+, and the nitty-gritty of forecasting COGS and margins.—---------------Episode Highlights:🥖 Semifreddi’s origin story and what makes a 40-year bakery scalable today🍫 Scaling operations at Kiva from ~$20M to ~$150M📉 The 5 levers👤 The ops leader’s role from startup to scale🌿 Making the pivot from traditional CPG to cannabis (and back again)📊 Forecasting COGS & margins🛡️ Supplier redundancy, tariffs, and de-risking your BOM🏭 In-house manufacturing vs. co-manufacturing🗺️ Expanding geographically🧪 NPD best practices: stage-gates🧠 Hard-won lessons: what Sean would have done differently—---------------Table of Contents:00:49:09 - Semifreddi’s origin story02:52:03 - Scaling ops at cannabis edibles company: $20M - $150M11:32:08 - Key margin levers17:40:08 - COVID supply chain disruptions18:50:27 - An ops leader’s role as a company scales23:14:07 - Making the pivot from traditional CPG to cannabis27:38:16 - Forecasting COGS and margins, where things go wrong31:30:22 - Supply chain redundancy, tariffs34:11:25 - In-house manufacturing vs co-manufacturing40:02:00 - Ops and expanding geographically44:48:01 - NPD (new product development)49:07:11 - Learning lessons—---------------Links:Semifreddi’s - https://www.semifreddis.comFollow Sean on LinkedIn - https://www.linkedin.com/in/sean-campbell-87393021/ Follow Adam 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.

On this episode, we’re joined by Nate Cooper, Founder & Managing Partner at Barrel Ventures, and OLIPOP pre-seed investor. He tells the story behind investing in OLIPOP at pre-seed, what changed between the early brand and the rocket ship it became, and the hemp beverage bet he believes is far bigger than most people expect. Nate unpacks why venture is not a fit for most brands, what founders with no operating background consistently miss, and how to raise around milestones instead of “months of runway.” We also get Nate’s high-level investment checklist and some advice for breaking into consumer VC.—---------------Episode Highlights:🧭 Venture as a tool: when to raise equity vs. when to use debt🧵 Upstream excitement: ingredients, packaging, and infra that remove friction🥤 OLIPOP at pre-seed: conviction, category, and the early brand arc🌿 Why hemp beverages may be a much bigger wave than expected🧾 Nate’s investment checklist: shelf benchmarking, unit economics, repeat, team💸 Fundraising that works: milestone-led plans, realistic pricing, exit math🎯 Careers: how to position yourself for a role in consumer VC—---------------Table of Contents:00:51:28 - Intro to Nate and his path into CPG02:06:05 - Investing in Olipop at pre-seed05:22:29 - What investors with no operating experience miss08:17:27 - A tale of two cities when it comes to fundraising (or not)10:22:27 - Upstream excitement12:40:27 - Easing friction is the key14:34:01 - Investing in a product you don’t personally enjoy15:26:11 - The biggest opportunity in CPG right now21:04:18 - The bet Nate made in the hemp beverage category23:54:09 - Nate’s investment checklist26:36:17 - The early Olipop brand (not great)27:23:16 - What founders have to get right to have a successful fundraise29:51:03 - How to land a role in consumer VC—---------------Links:Barrel Ventures – https://www.barrelvc.comFollow Nate on LinkedIn – https://www.linkedin.com/in/nathan-cooper-2ba9aa19/Follow Adam 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.

On this episode, we’re joined by Amy Zitelman, Co-Founder & CEO of Soom Foods, the chef-quality tahini brand she built with her two sisters. Amy and her team went with a foodservice-first go-to-market strategy that earned brand credibility with top chefs and eventually generated demand at the consumer and retail level, before launching on Amazon and eventually into national retail.She shares how a COVID home-cooking surge kicked things into another gear, ultimately leading to her first fundraise 8-10 years after launch, a big rebrand, a national Whole Foods rollout, and eventually an expansion into other major retailers like Walmart and Publix.—---------------Episode Highlights:🥄 What makes Soom’s tahini different🍽️ Why foodservice was the fastest path to credibility and pull-through🛒 Expanding into Amazon📈 COVID’s demand spike and inventory strategy that accelerate growth💸 The first fundraise 8-10 years in🎨 Rebrand lessons that set up a Whole Foods leap🏷️ Shelf placement, promos, and driving velocity in center store🏬 Walmart expansion🔭 Trends Amy’s watching across global flavors and better-for-you—---------------Table of Contents:00:24:18 – Origin story02:09:11 – Building Soom with Amy’s two sisters05:10:11 – Building a differentiated Tahini brand09:30:20 – Foodservice19:06:10 – Expanding into Amazon24:43:04 – COVID accelerated growth28:05:19 – 1st fundraise 8–10 years in, the what and why29:15:24 – Rebrand, recs, catapulting into Whole Foods3514:04 – Whole Foods national launch38:31:29 – Where Soom sits in the store42:09:07 – Walmart44:14:18 – Trends and brands Amy’s tracking—---------------Links:Soom Foods - https://soomfoods.comFollow Amy on LinkedIn - https://www.linkedin.com/in/amy-zitelman/ 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.

On this episode, we’re joined by Mehek Khera, the Founder & CEO of Niramaya Foods, heritage-inspired Indian foods built for modern eating.Mehek takes us inside her two-year R&D sprint to turn homestyle recipes into clean-label, shelf-stable dips (no artificial preservatives) and then expands the platform with Naan Pretzels designed for snackable trial.We go deep on formulation and process controls (pH, water activity, hot-fill), the oil-free reformulation and how she kept texture and flavor, and the packaging decisions that balance consumer perception and landed cost. We also talk retail strategy and her contrarian take on velocity vs door count, demo tactics that actually move the needle, and what “buyer empathy” looks like in practice. Plus: the “Walmart Golden Ticket,” what’s on her daily dashboard, and the CPG trends she’s watching.—---------------Episode Highlights:🥘 Shelf-stable homestyle recipes without artificial preservatives🛢️ Why she removed oils, and how she rebuilt body and mouthfeel without them🏭 Co-packer search🥫 Visual identity choices and packaging design🫙 Glass jar trade-offs📈 Going wide vs going deep: going against the grain🧑‍🍳 Demo cadence🛒 Buyer empathy, retailer communication, and setting the right expectations🧾 Specialty aisle vs. center store: finding the right home and the right shopper🥨 New product: Naan Pretzels and how they pair with the dips🛍️ The Walmart “Golden Ticket”📊 What’s on Mehek’s daily dashboard (velocity, deductions, fill rate, and more)👀 The brands and trends Mehek is tracking—---------------Table of Contents:00:41:23 - Niramaya intro and origin story03:21:00 - Formulation and R&D08:40:22 - Achieving shelf stability without artificial preservatives09:44:44 - Maintaining the fresh product variable at scale11:44:04 - Copackers15:20:29 - Removing oils from the formulation18:34:07 - Visual identity and packaging design21:29:10 - Deciding on glass jars22:46:23 - Velocity vs doors, going against the grain25:39:03 - Launching in, focusing on the NYC market29:45:06 - Demos31:06:06 - Maintaining momentum after a big blitz32:29:04 - Buyer empathy34:43:18 - Specialty aisle vs center store36:41:05 - New product: Naan pretzels39:19:01 - The Walmart Golden Ticket39:43:05 - Mehek’s daily dashboard41:03:07 - Brands and trends Mehek is tracking—---------------Links:Niramaya Foods - https://www.niramayafoods.comFollow Mehek on LinkedIn - https://www.linkedin.com/in/mehekkhera/ 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.

On this episode, we’re joined by Jordan Wilson, Co-Founder & CEO of Sap’s, the clean, canned hydration brand built to deliver “powder-stick efficiency in an RTD can.” Jordan opens up his R&D playbook (coconut-water powder, a small amount of natural sugar, shiitake/adaptogens, and acidity/mouthfeel), explains why Sap’s moved from sleeves to digitally printed cans, and breaks down the realities of scaling with regional DSDs. We get tactical on EOS and core metrics, hiring, H-E-B’s flex-item authorization and how Jordan is working to solidify a permanent place on the shelf, c-stores, demos and the “experiential channel” Sap’s is building through run clubs, golf, and pickleball. —---------------Episode Highlights:💧 Formulating a daily-use hydration RTD in a can🧪 Iterating flavor at scale: acid profile, off-note fixes, “easier to chug” mouthfeel🥫 Why the can matters: sustainability, shelf pop, and social cues vs. PET🎨 Visual identity that signals “pre-sugar Gatorade” trust🧵 Sleeves vs. digitally printed cans: COGS, line speed, and operational complexity🚚 Distributors: when small DSDs beat big houses, and how to make both win🏪 H-E-B flex authorization🛒 C-store strategy🎟️ Building an “experiential channel” (run clubs, golf, pickleball) 📊 Operating cadence: EOS rocks and scorecards👥 Why Sap’s hired a Chief Sales Officer🔭 Brands & trends Jordan is watching across hydration, better-for-you, and athleisure—---------------Table of Contents:00:41:28 - Intro and origin story03:20:22 - Formulation and R&D07:28:15 - The impact of the can packaging form factor10:48:21 - Visual identity and packaging design12:15:17 - Sleeves vs digital printed cans14:45:00 - Recs for the brand identity and vis id development process15:49:06 - Distributors, big vs small, how to optimize for success19:41:01 - Retail, flex auth at H-E-B, pushing velocity, demos23:28:20 - C-stores26:27:06 - Sap’s “experiential channel”27:55:20 - Metrics, EOS29:10:12 - Hiring, the new Chief Sales Officer31:30:00 - Brands and trends Jordan is following—---------------Links:Sap’s - https://www.sapsoriginal.comFollow Jordan on LinkedIn - https://www.linkedin.com/in/jordan-wilson-13209159/ 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.