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
64 episodes
Kristina Marino - Scaling Mr. Black, Kombrewcha and other BevAlc Leaders
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: tou...
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28:54
Tyrel Johnson - The Ice Cream Upstart Taking Over the Freezer at Erewhon
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 turne...
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33:41
Courtney Shane - Turning around Windex, Tollhouse, and Nesquik
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, c...
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41:10
BJ McCaslin - Exiting to Vita Coco, the Functional Future
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. ...
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40:17
Chris Wendling - Transforming Carbone’s Restaurant Lore Into a Premier CPG Brand
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 launchin...
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41:33
Jeff Bull - The Secret Sauce Behind A Leading THC Beverage Brand
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-fi...
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36:48
Scott Marcus - Scaling Vital Farms & Blue Zones Kitchen
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 s...
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51:20
Audrey Burger - Leading Primal Kitchen Post-Acquisition
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, an...
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38:29
Ian Tecklin - Redefining Frozen Pasta, Top Chef Style
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 partn...
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41:51
Marc Brown - Creating a New CPG Category
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 w...
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40:56
Jenny Thielen - Shopper Marketing in 2025
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 sustainab...
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43:36
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