If you hang out with old school sales pros from the natural products industry, you will often encounter a belief that distribution (in the right locales and channels) is all you need to grow with an ‘incremental’ product. They are used to low EBITDA businesses
Started in Canada in 2017 by a CPG marketing professional and BigCo alum, Love Good Fats is displaying the hallmarks of unicorn market positioning: Excellent market timing in the category (there was no nationally distributed keto bar in 2017 in either country), and the keto craze
The vast majority of consumer startups selling in retail get lulled into operating as a B2B company, even though they make products for the end consumer. This is because the initial data they manage concerns distributor case sales and retail account sales. They have no
I’d like to recap advice I’ve given in my public webinars on COVID-19 and its impact on the CPG industry. Specifically, I’ll break it down to the specific phase of development that you’re in. Phase 1 – $0-500K: your number one goal here is turning the engine
It's a law of marketing seldom discussed, but first popularized by Byron Sharp many years ago. What's the gist? Well, the evidence shows that consumers with a robust set of brands they're content within a category are much harder to distract with a new brand
The face-to-face social bonding aspects of trade shows stand out to all of us as the most irreplaceable feature of the trade show. But do we need after-parties and cocktail events to move our businesses forward? Really? How many warm relationships become 'hot' after 10
When early-stage businesses struggle in the premium end of consumer-packaged-goods, a shocking number of founders and operators leap to the conclusion that they need a "brand refresh" or a "re-brand." Look, branding agencies are numerous, and they network heavily at Expo West. They sponsor events
If you’re not getting retail buyer meetings for annual reviews, what do you do? How do you push past this barrier? Here is how I would triage your thinking. Step back and re-evaluate your tactical approach to the buyer. Was it a partnership offer or a chest-beating pitch? Do
Co-manufacturing is how 95% of new CPG founders produce their goods. They have neither the capital nor the patience to finance and operate their own production facilities. It’s a lot to take on, so I get it, even if you can find an expert plant
The unspoken problem with encouraging more investments in female and minority-owned companies is that it encourages an already ongoing problem in the early-stage universe: predatory male investors targeting startup founders for manipulation/take-over. Women especially get targeted by these bad faith actors and have the most