This week on the NOSH Podcast, the team begins by discussing the strategies brands use to boost perception of their sales strength as well as possible risks with this approach. Then reporter Lukas Southard describes what he saw and heard on his trip to Chicago, where he attended Naturally Chicago's Pitch Slam and the Chicago Venture Summit: Future of Food, before the team discusses the impact of SPACs in CPG.

In our featured interview FitJoy president Norman Taliaferro shares details surrounding the company's recent $3.5 million fundraise, and the evolution of the company's portfolio from protein bars to salty snacks.

In this episode:

05:05 - Carol, Jeff and Lukas talk about "retail refereeing" when brands encourage consumers to buy up products in order to appear in a strong position with category buyers and managers.

09:00 - Lukas tells Jeff and Carol about his trip to the Chicago Venture Summit last week and how the Midwestern CPG community is trying to gain recognition as a hotbed for food industry innovation.

17:45 - The team talks about SPACs in CPG food and how the current investment environment has impacted the landscape for "blank check" investment opportunities.

20:15 - Carol speaks with FitJoy president Norman Taliaferro about how the brand pivoted into a new and completely different category, its struggles to stay afloat during the pandemic, fundraising and new innovation.

"As everything goes in fundraising, it just takes twice as long as you think it will take."

"Getting on shelf – as hard as it is – is the easiest part of the process."

Norman Taliaferro, FitJoy president

About the NOSH Podcast

The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.

New episodes are released every week. Send us comments and suggestions anytime to [email protected].

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