129. You're on the shelf—but not the right shelf—and it's killing your velocity. Placement drives perception, trial, and repeat. If you don't control the shelf strategy, you don't control your growth.

In this episode, I unpack what most brands miss after the "sell-in." Getting authorized is only step one. The real work begins with understanding your core customer, educating your retailer, and aligning your merchandising strategy to how shoppers actually buy.

We dive into: • Why knowing your avatar changes your pitch • How dual merchandising increases market basket • Why shelf placement determines velocity • How to stop wasting trade spend • The difference between a push strategy and a pull strategy

If you want to become more than just another package on the shelf, you need a selling story that helps retailers grow profitably.

Get instant access on the show webpage: RetailSolved.com/session129

128. Your packaging might be killing your growth—and your mission. If you're a natural CPG brand trying to scale, long packaging lead times, landfill waste, and outdated supply chains can slow innovation and drain cash flow. Worse, if your packaging doesn't align with your brand values, you lose trust with shoppers and retailers.

In this episode, we break down how sustainable, compostable, print-on-demand packaging can become a competitive advantage—not just a cost center. You'll learn how emerging brands are leveraging digital packaging to shorten launch cycles, reduce inventory risk, personalize messaging, improve supply chain agility, and even turn packaging into a profit center.

We also unpack the myth of recycling, the real sustainability problem in flexible packaging, and how faster packaging decisions can help you secure retail distribution and drive incremental sales.

Get instant access on the show webpage: RetailSolved.com/session128

127. If your brand message is inconsistent, you're silently losing sales—and you don't even know it. That confusion costs you velocity, retailer trust, and repeat purchases.

In this episode, I sit down with branding expert Fred Hart of Interact Boulder to unpack what truly makes a CPG brand stand out in crowded categories. We discuss why people don't read—they recognize… how to challenge the category without alienating your shopper… and why your brand promise must show up consistently across packaging, demos, sales calls, brokers, and your entire retail execution strategy.

Your brand isn't just a logo. It's your identity. Your selling story. Your competitive advantage.

If you want sustainable growth, stronger retail partnerships, and a brand that jumps off the shelf, this episode is for you.

Get instant access on the show webpage: RetailSolved.com/session127

126. Struggling to grow because your goals are vague, reactive, or disconnected from your retail strategy? That's costing you time, money, and shelf space.

In this episode, I sit down with Dustin Finkel of Ka-Pop! to unpack why small CPG brands fail to set clear, measurable goals—and how that mistake limits growth. We talk about building a real business plan, aligning your sales story across every touchpoint, and using scorecards to turn strategy into execution.

You'll learn why most founders chase tasks instead of accomplishments, how to avoid shiny-object syndrome, and how to prioritize what truly moves the needle toward sustainable retail growth.

If you want to become a category leader instead of "just another brand," this conversation will challenge your thinking.

Get instant access on the show webpage: RetailSolved.com/session126

125. Hiring the wrong person can stall your CPG growth—or burn through precious runway fast. If you're unsure when to hire, who to hire, or how to avoid an expensive mistake, this episode is for you.

In this conversation, I sit down with Josh Wand of ForceBrands to unpack one of the biggest founder pain points: building the right team at the right stage. We discuss org design, identifying blind spots, hiring for growth phases, and why cultural fit often matters more than a resume. You'll learn how to align hiring with your business plan, how compensation and benefits are evolving in natural CPG, and how to attract top talent without overpaying.

If you want to scale sustainably, protect your cash, and build a team that fuels growth instead of friction, this is a must-listen.

Get instant access on the show webpage: RetailSolved.com/session125

124. If you don't understand where your food comes from, you can't compete at retail. And if you don't communicate that story, you'll lose shelf space.

In this episode, I sit down with Phil Lempert, The Supermarket Guru, to unpack why the future of CPG growth starts with the farmer. We explore how personalization, plant-based trends, direct-to-consumer models, and authentic storytelling are reshaping retail. You'll learn why retailers must build community—not chase price—and how brands that communicate ingredient integrity, transparency, and shopper insight gain an unfair competitive advantage.

We also discuss food trends, climate impact, supply chain realities, and how emerging technologies—from farm tech to product data platforms—are redefining the path to sustainable sales.

If you want to build loyalty, increase market basket size, and help retailers win with your unique shopper, this episode is for you.

Get instant access on the show webpage: RetailSolved.com/session124

123. If shoppers can't find or trust your product at shelf, your demo is wasting money—and your runway.

In this episode, we break down how to turn in-store sampling into a profitable growth engine instead of a box-checking exercise. Most brands treat retail placement as the finish line. It's not. It's the starting line. The real work begins after your product hits the shelf.

You'll learn how to: • Plan demos as part of a 30-60-90 day trade strategy • Align with retailer goals to become a true partner—not a commodity • Train brand ambassadors to sell your story, handle objections, and build loyalty • Leverage co-promotions to increase lift and stretch trade dollars • Measure sustained base sales—not just day-of spikes

Remember: product trial is about acquiring new loyal customers, not subsidizing existing ones.

Get instant access on the show webpage: RetailSolved.com/session123

122. You're tired of paying for shelf space, promotions, and slotting—yet still fighting for attention. That "push" strategy is draining your runway and favoring big brands. Here's why it matters: if you don't change the conversation, you'll keep funding the retailer's growth instead of your own.

In this episode, I sit down with former Kroger category leader Mathis Martinez to unpack what retailers actually want from emerging CPG brands. We break down the difference between push and pull strategies, how to earn retailer trust, and why proving velocity outside their four walls is now essential. You'll learn how to show up as a partner—not just another SKU—by focusing on sales, profit, and category growth.

Get instant access on the show webpage: RetailSolved.com/session122

121. If shoppers can't find your product, you don't have a sales problem—you have a merchandising problem. And that mistake costs you distribution, velocity, and retailer trust.

In this episode, I break down how to use merchandising strategy as a competitive advantage in CPG. You'll learn how to align with retailer goals, map the shopper journey, analyze the market basket, and design shelf strategy that increases traffic, basket size, and sustainable category growth.

We dig into consumer decision trees, incremental merchandising, category tactics, and why natural and premium brands often drive the only real growth in flat categories. This is how you move from vendor to category leader.

Listen to related episodes to go deeper into retail execution and category leadership.

Get instant access on the show webpage: RetailSolved.com/session121

120. Shoppers can't become loyal if they can't find your product. And when they can't find it, you lose sales, retailer trust, and precious runway.

In this episode, I break down why real shopper loyalty isn't embossed on a plastic card—it's earned through flawless retail execution and intentional merchandising strategy. You'll learn how to prevent costly mis-merchandising mistakes, eliminate out-of-stocks, and guide retailers to place your product where your ideal customer actually shops.

We dig into consumer decision trees, consistent brand storytelling, and how to become a category leader by helping retailers drive traffic, increase basket size, and grow sustainable profits. When you understand how your shopper buys, you gain leverage in every buyer meeting.

Get instant access on the show webpage: RetailSolved.com/session120