The CPG Guys are joined by Michael La Kier, Vice President Brand Development at the Independent Grocers Alliance (IGA) the largest affiliation of independent grocers in the U.S. andaround the world, boasting 2,500 U.S. stores and 7,500+ globally. This episode was recorded at the 2025 Commerce Media Brand Summit produced by WB Research.

Find Michael on LinkedIn at: https://www.linkedin.com/in/michaellakier/
Find IGA on LinkedIn at: https://www.linkedin.com/company/iga-inc./
Find IGA online at: https://www.iga.com/

Michael answers these questions:

1. What is the history of retail media at IGA and how can brands activate on it?
2. How can independents help brands regain their volume through customer acquisition?
3. How does IGA help its members with assortment planning?
4. Why should all marketing efforts drive actions?
5. How has IGA partnered with Instacart?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
CPG Scoop Website: http://CPGscoop.com
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/
WB Research: https://www.wbresearch.com/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.