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
103 episodes
Steven Kessler - Building Steaz, Selling to Novamex, the Fractional Sales Model
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...
Chris Fenster - A Masterclass in CPG Finance
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...
Brad Woodgate - Six Companies, Twenty Five Years, Billions in Sales
On this episode, we're joined by Brad Woodgate, Founder and CEO of the No Sugar Company, Joyburst, and Wellnx Life Sciences - the serial entrepreneur behind six companies and billions in lifetime sales. B...
Mason Domecq - Going After the Energy Drink Aisle with Honey Kombucha
On this episode, we're joined by Mason Domecq, Founder of DIVINI, the Scottsdale honey kombucha brand that's about to take over Sprouts in the Southwest. We get into the formulation that makes the product...
Isabel Washington - The Gap Hiding in 90% of the Retail Coffee Aisle
On this episode, we're joined by Isabel Washington, Founder & CEO of Laurel's - the canned latte brand made, built for people who actually look forward to their RTD coffee. Isabel spotted the gap while worki...
Jason Wright - Scaling WILDE Into a $100M+ and 20,000+ Door Brand
On this episode, we're joined by Jason Wright, Founder and CEO of WILDE Protein Snacks - the brand that figured out how to turn chicken breast into a thin, crispy chip (and now crackers!) and has since grown into a $100M+ b...
Bar Bruhis - Building a High-Protein Couscous Brand In the Mountains
On this episode, we're joined by Bar Bruhis, Founder and CEO of Boostcous, the gluten-free, high-protein couscous brand that packs 18 grams of protein and 11 grams of fiber into a five-minute meal. Before going ...
Morgan Zanotti - Act Two After A $200 Million Exit to Kraft
On this episode, we're joined by Morgan Zanotti, Founder and CEO of Waay - the sparkling protein water brand with 10 grams of protein, zero sugar, and 45 calories a can.Morgan co-founded Primal Kitchen, which she hel...
Rogers Healy - The Baby Boom This Investor Is Quietly Betting On
On this episode, we're joined by Rogers Healy, Founder and CEO of Morrison Seger Venture Capital Partners, the Dallas-based venture firm backing consumer and CPG brands like Waterloo, MOSH, WHOOP, and G.O.A.T. Fuel.
Frozen One - From a Ninja Creami in Austin to 1,464 Target Doors
On this episode, we're joined by Alan Chen and Conner Mennig, Co-founders of Frozen One, the high-protein ice cream brand packing 40 grams of protein, under 400 calories, 75% less fat and 62% less sugar than t...
Russell & Julia Menez - From Stage Four Cancer to the Brink of National Distribution
On this episode, we're joined by Russell and Julia Menez, husband-and-wife Co-Founders of RJ Naturals, makers of Nature's Candy Bar, the refrigerated, organic, whole-food snack bar made with grass-fed butte...
William Underwood - Inside the CPG Talent Market
On this episode, we're joined by William Underwood, Founder of Talent Brew - the CPG-focused recruiting and headhunting firm helping scaling beverage and food brands find the right talent through competitive-set focused out...
Hannah Awada - From Selling Hummus in Shanghai via WeChat to Launching in All Mejier Doors
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 tal...
Rob Johnson - Founding Born Simple, Selling to Mizkan, and Leading Innovation Across a $1B+ Portfolio
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 ba...
Griffin Spolansky - Scaling Mezcla from Boston Bodegas to 9,000 Doors
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 Gri...
Jason Bronstad: The MALK Organics Playbook - Velocity, Trust, and the Road to 15,000 Doors
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 d...
Jonathan Skaare - Brokers, Fractional Sales & the Real Mechanics of Retail Execution
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 ...
Phyllis Rothschild - Marketing the #1 Organic and #1 Free Range Egg Brand
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 fi...
Harry McKaig - How the Three-Tier System Became the Five-Tier System
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 sco...
Tia Ellis - How to Pitch Retail Buyers and Win Purchase Orders
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...
Hovik Azadkhanian - The #1 Selling Coffee at Sprouts Nationwide
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 ...
Cassie Maschoff - She Quit Google to Sell Pork Sausages With Her Sister
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...
Mike Fransz - Red Bull, Regenerative Organic Tea, and 25 Years of Beverage Marketing
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...