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
113 episodes
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...
Six Companies, Twenty Five Years, Billions in Sales | Brad Woodgate, Joyburst
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...
Going After the Energy Drink Aisle with Honey Kombucha | Mason Domecq, DIVINI
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...
The Gap Hiding in 90% of the Retail Coffee Aisle | Isabel Washington, Laurel's
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...
Scaling WILDE Into a $100M+ and 20,000+ Door Brand | Jason Wright, WILDE
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...
Building a High-Protein Couscous Brand In the Mountains | Bar Bruhis, Boostcous
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 ...
Act Two After A $200 Million Exit to Kraft | Morgan Zanotti, Waay
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...
The Baby Boom This Investor Is Quietly Betting On | Rogers Healy, Morrison Seger Ventural Capital Partners
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.
From a Ninja Creami in Austin to 1,464 Target Doors | Frozen One
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...
From Stage Four Cancer to the Brink of National Distribution | Russell & Julia Menez, Cozy
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...
Inside the CPG Talent Market | William Underwood, Talent Brew
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...
From Selling Hummus in Shanghai via WeChat to Launching in All Mejier Doors | Hannah Awada, Hummus Goodness
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...
Founding Born Simple, Selling to Mizkan, and Leading Innovation Across a $1B+ Portfolio | Rob Johnson, Born Simple & Mizkan
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...
Scaling Mezcla from Boston Bodegas to 9,000 Doors | Griffin Spolansky, Mezcla
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...