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
124 episodes
Inside Teton Valley Brands' Trojan Horse Strategy | Matt Price, Teton Valley Brands
On this episode, we're joined by Matt Price, President & CEO of Teton Valley Brands - the Idaho chip company behind Real Idaho Potato Chips and Tallow & Stone.Matt took the CEO seat in 2024 after working alon...
Scaling Mozzarella Sticks from Stadiums to Conventional Freeze Aisles | Matt Gallira, Big Mozz
On this episode, we're joined by Matt Gallira, Founder & CEO of Big Mozz - the premium mozzarella stick brand that started as a stadium and restaurant food service business before eventually landing in the freeze...
Leading Social for the Fastest-Growing CPG Brands | Adam Brown, Sircle Media
On this episode, we're joined by Adam Brown, Founder & President of Sircle Media - the go-to social media agency for CPG brands. Adam has been in and around digital since 1999, starting Sircle in 2012 after a dec...
Six Brands, Four Exits, and the Leading Fractional CPG Firm | Eric Schnell, BeyondBrands
On this episode, we're joined by Eric Schnell, Founder of BeyondBrands - the 40-plus partner operating group that works as a fractional management team for early stage CPG brands. Eric co-founded Steaz in 2002 and has since...
From Board Seat to Buyer: The Alter Eco Turnaround | Keith Bearden, Alter Eco
On this episode, we're joined by Keith Bearden, CEO of Alter Eco, No Cow and Good Karma - the Trek One Capital portfolio spanning organic Swiss-made chocolate, plant-based protein bars and flax milk. Keith pre...
Why CPG Brands Write Off Millions in Invalid Deductions | Akash Raju, Glimpse
On this episode, we're joined by Akash Raju, Co-founder & CEO of Glimpse - the AI platform that automates deductions, revenue recovery, and cash application for CPG brands selling into retail. Akash and his ...
Scaling a Leading Energy Drink Brand with AI | Simon Solis-Cohen, Huxley
On this episode, we're joined by Simon Solis-Cohen, Founder of Huxley - the Minneapolis-based plant-powered energy refresher made with real fruit juice and caffeine from upcycled cascara superfruit. Simon is a chef b...
How a Functional Ice Cube Brand Landed Sprouts and Wegmans | Belle Robinson, ROXII Supercube
On this episode, we're joined by Belle Robinson, Founder of ROXII Supercube - the functional wellness brand putting superfoods, collagen and electrolytes into nutrient-infused ice cubes that melt into whatever...
The First National Egg Brand To Stop Culling Male Chicks | Jasen Urena, NestFresh
On this episode, we're joined by Jasen Urena, Vice President at NestFresh, the humane egg brand that just became the first national brand in the US to move its entire retail lineup to in-ovo sexed Humanely Hatched eg...
Inside the Mass and Club Playbook | Jesse Arntson, Slate Milk
On this episode, we're joined by Jesse Arntson, Director of Sales, Mass & Club at SLATE Milk - the high protein, lactose-free shake and iced coffee brand.Jesse has spent close to two decades on the commercial sid...
Pitching a Single Ingredient Brand to Shark Tank Two Weeks Postpartum | Aviv & Michele Schor, HUNDY!
On this episode, we're joined by Aviv and Michelle Schor, Co-Founders of HUNDY! - the frozen fruit pop brand made from a single ingredient: 100% organic whole fruit.We dig into the R&D reality of a one-ingredient...
Inside SKU, the CPG Accelerator | Beau Bergman, SKU
On this episode, we're joined by Beau Bergman, Executive Director of SKU - the CPG accelerator that has put more than 150 consumer brands through its program over the past 15 years, including Siete Foods, DUDE Wipes and EPI...
Why She Left A PhD To Freeze Pasta Sauce | Melaina Balbo, BIS
On this episode, we're joined by Melaina Balbo, Founder & CEO of Bis - the frozen Italian sauce brand selling handmade Pomodoro al Basilico and Pesto Genovese in two ounce pucks. Melaina was deep in a...
Building the Shopify of Wholesale | Bryan Mitchiner, Peasy
On this episode, we're joined by Bryan Mitchiner, Co-founder of Peasy - the free wholesale operating system built for independent CPG brands. Before Peasy, Bryan spent a decade building and selling Mustard and Co., then met...
The Coca-Cola Marketer Betting on Pickle Juice | AJ Anderson, Fast Pickle
On this episode, we're joined by AJ Anderson, Founder and CEO of Fast Pickle, the 3 ounce pickle juice shot brand bringing real brine into electrolyte replacement. AJ spent five years at Coca-Cola before becoming a serial e...
Scaling Butcher's Into the Leading Fresh Bone Broth Brand | Thomas Odermatt, Butcher's Bone Broth
On this episode, we're joined by Thomas Odermatt, Founder & CEO of Butcher's Bone Broth, the leading fresh, organic bone broth brand sold refrigerated at Costco, Whole Foods, Publix, and more. Thomas is a third-generati...
Scaling Clio Snacks to $100M+ and 60,000 Doors | John McGuckin, Clio Snacks
On this episode, we're joined by John McGuckin, CEO of Clio Snacks - the first and only refrigerated Greek yogurt bar - a chocolate-dipped, cheesecake-textured snack.John took the seat as Clio's CEO in 2021 after a l...
Is This the Next Billion Dollar Bottled Water Brand? | Sara Hendershot, Loonen
On this episode, we're joined by Sara Hendershot, VP of Marketing at Loonen - the glass bottled water brand that starts with a spring source, purifies it, remineralizes it, and tests every batch for over 350 contamin...
Curated Convenience: Inside The Goods Mart's Retail Model | Rachel Krupa, The Goods Mart
On this episode, we're joined by Rachel Krupa, Founder of The Goods Mart, the better-for-you convenience store that's reimagining what a 7-Eleven can be. Rachel is also the founder of Krupa Consulting, the ...
From Labor & Delivery Nurse to H-E-B and 1,500+ Doors | Ashley Cameron, Love&Cookies
On this episode, we're joined by Ashley Cameron, Founder & CEO of Love&Cookies - the clean-label frozen gourmet cookie dough brand you bake straight from the freezer in ess than 15 minutes. ...
The Interior Designer Scaling Cinnamon Buns Into 4500+ Doors | Chrisi Hammer, Sunshine Buns
On this episode, we're joined by Chrisi Hammer, Co-founder and CEO of Sunshine Buns, the frozen cinnamon roll brand built upon a family recipe her mom started perfecting in the late 1970s. Chrisi brings a...
Building Steaz, Selling to Novamex, the Fractional Sales Model | Steven Kessler, Beyond Brands
On this episode, we're joined by Steven Kessler, Chief Sales Officer at Beyond Brands, the natural products consulting collective that acts as an outsourced management team for emerging CPG brands. Steven...
A Masterclass in CPG Finance | Chris Fenster, Propeller Industries
On this episode, we're joined by Chris Fenster, Founder and Executive Chairman of Propeller Industries - the embedded finance and accounting partner behind some of the most iconic emerging consumer brands of the last 18 yea...