96. You're pouring money into promotions—but your sales aren't growing. That's a trade marketing problem, and it's costing you runway.

In this episode, I sit down with Charles from LesserEvil to unpack one of the biggest hidden drains on emerging CPG brands: ineffective trade spend. If you're relying on deep discounts, ads with no accountability, or promotions that don't convert into sustainable base sales, you're feeding the system—not growing your brand.

We break down true category management, how to stop being treated like an ATM by retailers, and why price wars commoditize your brand. You'll learn how to position yourself as a category leader, protect your margins, validate innovation before launch, and build a selling story that drives traffic and profit—not just temporary spikes.

Maximize Trade Marketing ROI and listen to other episodes to go deeper into sustainable retail growth.

Get instant access on the show webpage: RetailSolved.com/session96

95. Struggling to win shelf space in a crowded category like salty snacks? If you don't bring innovation and a compelling selling story to retail, you'll get buried by the big brands. In this episode, we unpack how The Good Crisp Company disrupted the canister chip category by removing the "nasties," leveraging gluten-free positioning, and building a retail strategy that drives incremental growth—not cannibalization.

You'll learn how to clean up a legacy category, position against dominant competitors like Pringles, secure dual placement (core set + gluten-free), and use your market basket to justify space. We also break down how to translate natural-channel velocity into conventional expansion without relying on slotting.

If you want your brand on more shelves and into more shoppers' hands, this is your roadmap. Listen to related episodes to go deeper into building a retail-ready brand.

Get instant access on the show webpage: RetailSolved.com/session95

94. If your brand is stuck in the "alternative" set, you're leaving sales—and influence—on the table. Retailers still silo plant-based brands away from the core category, limiting visibility, velocity, and growth. That positioning mistake costs you traffic, basket size, and long-term authority at shelf.

In this episode, I sit down with Miyoko Schinner of Miyoko's Kitchen to unpack how disruptive brands can shift from "niche alternative" to true category leader. We talk about scaling from a small mission-driven startup to national distribution, partnering with large CPG companies without losing your voice, and reframing plant-based as the future of dairy—not a substitute for it.

If you want to understand how to drive category growth, influence retailers, and position your brand as indispensable, this episode is for you.

Get instant access on the show webpage: RetailSolved.com/session94

93. Struggling to grow organic snack sales at retail? If you can't bridge perimeter to center store, you lose traffic, margin, and influence.

In this episode, we unpack how innovative organic brands win shelf space by helping retailers drive foot traffic, grow basket size, and defend against online competition. You'll learn why produce is the gateway to center store, how organic shoppers build bigger baskets, and why "never waste a snack" is more than a slogan—it's a category growth strategy.

We break down how to use consumer data, category insights, and disciplined retail execution to avoid commoditization and become a trusted partner instead of just another SKU. If you want to lead the healthy snacking conversation—and own your space—this episode is your roadmap.

Get instant access on the show webpage: RetailSolved.com/session93

92. If you think plant-based is a niche trend, you're already behind—and it's costing you sales. Retailers who ignore plant-based growth are losing margin, traffic, and younger shoppers who demand healthier, sustainable options. In this episode, I sit down with David Benzaquen, founder of PlantBased Solutions, to unpack why plant-based foods are fueling growth across nearly every category while conventional products stagnate.

We dive into nutrient density, regenerative agriculture, food service innovation, flexitarian demand, and why plant-based brands attract more loyal, higher-value consumers. We also explore how brands can leverage plant-based attributes in their selling story to win shelf space and drive sustainable retail sales.

This isn't about ideology. It's about category growth, consumer behavior, and long-term profitability.

Get instant access on the show webpage: RetailSolved.com/session92

91. You're stuck in a crowded category, fighting giants, wondering how to stand out—and if you don't differentiate, you disappear.

In this episode, I sit down with Justin Gold, founder of Justin's, to unpack how he transformed nut butter from a commodity into a disruptive, high-growth subcategory. From selling jars locally to inventing the now-iconic squeeze pack, Justin shares how tenacity, curiosity, and strategic pivots fueled his growth.

We discuss overcoming retailer objections, navigating distributors, launching new formats, surviving a multimillion-dollar recall, and ultimately partnering with Hormel—without losing brand identity.

You'll learn why progress beats perfection, how to turn every "no" into leverage, and why the triple bottom line—people, planet, profit—is shaping the future of food.

Get instant access on the show webpage: RetailSolved.com/session91

90. Are your promotions draining cash instead of driving growth? Most CPG brands waste 70–90% of their trade spend—and don't even realize it. When you rely on discounts without measuring base sales, contribution, distribution, or execution, you're shortening your runway and weakening your brand's leverage with retailers.

In this episode, I break down how to measure true promotional effectiveness, why base sales matter more than temporary spikes, and how to calculate your brand's contribution using dollars per point of distribution ($SPP). You'll learn how digital strategy amplifies retail promotions, why out-of-stocks destroy ROI, and how to design promotions that introduce new shoppers—not just subsidize loyal ones.

Trade marketing is your single largest line item. It can either bleed margin or become your most powerful growth engine.

Maximize Trade Marketing ROI and listen to related episodes to build a smarter, more profitable retail strategy.

Get instant access on the show webpage: RetailSolved.com/session90

89. If you're trying to compete with billion-dollar CPG brands, you may feel invisible—and that can cost you shelf space and momentum.

In this episode, I sit down with Madeline Haydon, Founder & CEO of Nutpods, to unpack how a niche, plant-based brand leveraged digital strategy, Amazon data, and a fiercely loyal community to outperform category incumbents at Kroger and beyond.

We break down how to: • Identify an underserved niche and validate it with proof of concept • Use Kickstarter and e-commerce as an incubator channel • Leverage online ZIP-code data to win traditional retail • Differentiate with clean label, unsweetened positioning, and certifications • Turn digital momentum into retail velocity

This episode is a masterclass in category disruption, trade marketing leverage, and building authentic brand loyalty.

Get instant access on the show webpage: RetailSolved.com/session89

88. If you're fighting for retail shelf space and losing to bigger brands, you're missing one critical strategy—and it's costing you distribution.

In this episode, I sit down with Russ Forrester from Hain to unpack how category management became their competitive advantage—and why it's the great equalizer between small and large CPG brands.

We discuss how to turn raw data into a compelling retail selling story, how to use shopper insights (not just velocity) to win resets, and how to become a value-added partner instead of just another SKU on the shelf.

You'll learn how to leverage syndicated data, panel data, basket ring insights, and consumer trends to create actionable retailer strategies that drive incremental category growth.

If you want an equal seat at the table, you must learn to think like a category leader.

Get instant access on the show webpage: RetailSolved.com/session88

87. If you're chasing innovation before mastering the basics, you're risking your entire brand. Most CPG founders try to grow by adding SKUs, chasing big retailers, or jumping into new channels too soon — and it destroys margins, relationships, and long-term value.

In this episode, I sit down with Peter (former President of Hain Celestial, Justin's, and ONE Brands) to unpack what actually builds enduring CPG growth: disciplined fundamentals. We talk distribution, ACV, planograms, pricing architecture, promotional calendars, operational readiness, and why saying "no" to Walmart can sometimes be the smartest growth strategy.

You'll learn why maximizing your core SKUs beats launching new flavors, how deep retail relationships create leverage, and why your foundation determines your valuation.

If you want profitable retail distribution, stronger trade ROI, and a brand built to last — this episode is your roadmap.

Get instant access on the show webpage: RetailSolved.com/session87