Shelf Help: The Tactical CPG Podcast
If you’ve ever thought, "Why doesn’t anyone talk about this in CPG?", this is the podcast for you. Host, Adam Steinberg, co-founder of KitPrint, interviews CPG leaders to uncover the real-world tactics, strategies, and behind-the-scenes insights that really move the needle.
Episodes
53 episodes
Sierra Thomas - Carving a Different Path in Hemp Beverages
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 carbo...
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44:19
Paige Billings - Selling Meat Sticks into United Airlines, Lowe's, Home Depot, and Dick's Sporting Goods
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 Anth...
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39:44
Amy Collins - From Grandma's Kitchen to a National Rollout
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 sta...
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36:17
Katie Hill - Riding the Craft Brewery Roller Coaster
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” eth...
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34:31
Gardar Stefansson - Hard Pivot to the Fastest Growing Spread Brand
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, ...
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39:34
Marshall Rabil - Building a Pre-Internet DTC Brand
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-...
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36:30
Adam Spriggs & Chris Robb - Investing Early in Siete, Poppi, and Bachan's
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, th...
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55:22
Sean Campbell - Scaling Ops from $5M to $150M
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, help...
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52:29
Nate Cooper - Investing in OLIPOP at Pre-seed
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 betwe...
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31:10
Amy Zitelman - Building a Differentiated Brand in an Ancient Category
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...
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45:55
Mehek Khera - Scaling Smart: A Balanced Approach to Velocity and Door Count
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 recipe...
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42:28
Jordan Wilson - Building Powder-Stick Efficiency in an RTD Can
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 playb...
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33:49
Eric Girard - Inside the Pickle-in-a-Pouch Licensing Playbook
On this episode, we’re joined by Eric Girard, VP of Sales & Marketing at Van Holten’s, to break down all things licensing and co-branding. He explains how the first deal started when a Tapatío licensing agency approached them at...
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38:34
Eli Bank - From a Capstone Project to Kroger
On this episode, we’re joined by Eli Bank, the Co-founder and COO of Absurd Snacks, a top-9-allergen-free, snack company that started as a senior capstone project at the University of Richmond and now sells in Who...
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42:41
Mitch Jacobsen - The Energy Tea That Was Born Out Of A Friend's Near-Death Experience
On this episode, we’re joined by Mitch Jacobsen, P.Eng., Co-Founder & CEO of Rviita, a Calgary-based energy tea brand packaged in lightweight, resealable spouted pouches. Mitch went from petroleum engineer to beverage entreprene...
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38:11
Nick Mallory - Leading Marketing for a 15-Brand Bev-Alc PE Portfolio
On this episode, we’re joined by Nick Mallory, VP of Marketing at Ackley Brands, the Pacific Northwest, family-owned beverage platform behind a growing portfolio of wine and beer brands (15 as of now).<...
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49:15
Jimmy DeCicco - Cutting Costs by 80% While Scaling into 70,000+ Doors
On this episode, we’re joined by Jimmy DeCicco, Co-founder and Executive Chairman of Super Coffee, the RTD coffee brand started by Jimmy and his two brothers that went from a dorm-room blend to 70,000+ doors and a
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40:17
Peter Barsoom - The Brand that Pioneered Functional Cannab*s
On this episode, we’re joined by Peter Barsoom, the Co-Founder & CEO of 1906, the fast-acting, function-first cannabis brand that has defied the odds to become a leader in the space.A former Wall Street exec turn...
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48:07
Shani Seidman - The Most Game-Changing Rebrand of 2024
On this episode, we’re joined by Shani Seidman, CMO at Kayco, the family-owned brand house behind Manischewitz, Kedem, Gefen, Heaven & Earth, Tuscanini and more. Shani takes us inside the Manischew...
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42:28
Kate Harvey - From Breaking News, to Breaking into Retail
On this episode, we’re joined by Kate Harvey, the co-founder and CEO of Bare Bones, a category-defining brand on a mission to make nourishment more accessible, flavorful, and functional. What started out in a sm...
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41:02
Kim McDermott - Egglife's Omnichannel Playbook
On this episode, we’re joined by Kim McDermott, Senior Brand Manager at Egglife Foods, the brand that’s redefining what low-carb, high-protein eating looks like by replacing flour with eggs. With amazing wraps, and the rece...
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31:41
Bryn Jones - 8 Restaurants and Millions in CPG Retail Sales
On this episode, we’re joined by Bryn Jones, the VP of Marketing & Retail at Huse Culinary, 123-year-old company with 8 restaurants in Indy and millions in CPG retail sales across the U.S.While most...
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49:05
Hank Watt - Securing a Deal on Shark Tank With a West African Berry
On this episode, we’re joined by Hank Watt, Co-founder of Nature’s Wild Berry, the miracle fruit brand that transforms sour and bitter foods into sweet, candy-like treats - without sugar or artificial sweeteners.
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23:53