Clear messaging doesn't start with better writing — it starts with stronger strategy.

If your message feels messy, scattered, or hard to articulate, the problem probably isn't your writing — it's your foundation.

In this solo episode, I (Katie Mleziva - Real Food Brands) build on the recent episodes with Clint about Sales and funding growth through grants. You'll hear me talk about why clear messaging starts long before you or your team ever sit down to write, and how returning to your brand strategy gives your words the structure they need to finally "have a place to land."

Through a few of my own stories (including a real-life garage + basement cleanout), I will show you how clutter in our physical spaces parallels the mental clutter that happens when your strategy isn't fully defined. Without shelves, racks, or systems, everything in your closet becomes a jumbled pile — and the same is true for your message.

You'll learn:

• Why messy messaging is a symptom, not the problem, and how to get to the core issue
• How brand strategy acts as the structure your words depend on, and make it so much easier to find the right words
• The foundational questions that bring clarity back into focus
• The role of brand pillars in creating consistency - a structure you can rely on
• Why clarity leads to confidence, which in turn fuels smart growth.

Whether you're writing for buyers, consumers, investors, or grant reviewers, this episode will help you reconnect your message to your mission…before you write another word.

Episodes Mentioned:

--Ep 8. How to Identify Your Ideal Audience Using Personas (from 2018, but still a good one...warning I sound a little stiff! And you can see my original podcast art)

--Ep 65. Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer

--Ep 83. Understanding the Difference Between Features & Benefits

WHAT TO DO NEXT?

1. 📧 Sign up for my Friday Newsletter, which includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do!

3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands.

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

How food and farm businesses can fund intentional growth through the Value-Added Producer Grant (VAPG) and other aligned grant opportunities.

If you've been thinking about how to fund your next stage of growth, this episode will help you explore one of the most practical and accessible options — grants for food and farm businesses.

Katie Mleziva (Real Food Brands) and Clint Matthews (StartRight Foods) are joined by Stephen Ussery of Stewards Unlimited to break down the USDA's Value-Added Producer Grant (VAPG) — along with other grant funding opportunities that can help small food brands, farms, and makers expand production, marketing, or new product lines without drifting from their brand strategy or purpose.

In this episode, you'll learn:

• What the VAPG (Value-Added Producer Grant) is and who qualifies
• Why brand alignment and strategy matter when applying for grants
• Real examples of how food producers and makers have used grant funding to scale
• What to expect from the application, funds available, and the reporting process
• How grants can accelerate growth when they align with your long-term goals
• How Stewards Unlimited can help you get started

Whether you're a farmer, maker, or packaged food brand owner, this conversation will help you understand how to use grants as a tool for intentional, sustainable business growth — so you can build your brand and your impact at the same time.

--> Join their email list at StewardsUnlimited.com to get grant alerts that apply to your business based on the criteria you select. I love getting grant alerts myself because I'm always looking for ways to support all of you!

WHAT TO DO NEXT?

1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do!

3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands.

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

Sometimes sales can feel stressful in your food business, but we're here to help you take a brand-first approach so you can feel aligned, confident, and excited about your sales plans!

In the prior four episodes of our 4PS's Sales Process series, you've planned, prepped, and pitched...now what?

In the final episode of the series, I'm joined by Clint Matthews from Start Right Foods to talk about what happens after you hear back from a buyer. Whether it's a yes or a no this time, your next move matters. And if it's a yes, the work is really just beginning...and that's a good thing as long as you know what to do next! (and if you need help, just reach out to us and we're happy to talk).

We're digging into:

• What to do after the pitch — how to keep the momentum going.
• When you get a "yes" — why the real work begins once you're on the shelf, and how to nurture the relationship.
• When you get a "no" — how to handle rejection with professionalism, ask for feedback, and turn it into an opportunity to learn and grow.
• Persistence in practice — why following up consistently (but NOT constantly!) builds trust with buyers and may open future doors.
• Mindset vs. process challenges — how to recognize whether your sales challenges stem from confidence, clarity, or consistency so we can address the right problem.

From real-life stories to practical follow-up strategies, this episode is all about staying proactive, professional, and positive throughout the sales process.

WHAT NEXT?

1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

2. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business.

3. 📞 If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together.

OTHER EPISODES MENTIONED:

Playlist of 4Ps Sales Process episodes on Spotify (or search on your favorite podcast player!)

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

What if pitching your food business to a new buyer felt natural instead of nerve-wracking?

We want to help you think differently about pitching. And even if you never enjoy sales quite as much as Clint does, we can help you turn your pitch from a stressful presentation into a confident, brand-aligned conversation that captures the attention of buyers from your "right fit" accounts.

In this episode of the Food Business Marketing Podcast, Katie shares why sales "should" come naturally to her, and Clint walks us through his actual retail pitch deck and what makes buyers say yes.

From how to tell your story to when to stop talking, this conversation between Katie and Clint is full of insights you can apply before your next buyer meeting.

You'll learn:

• How to see your pitch as a conversation, not just a presentation.
• Why preparation and practice are the antidotes to nerves.
• The value of leading with your story before diving into data.
• Tips for customizing your pitch to each retailer's goals.
• When to say less and sell more by letting buyers lead the next step.

By the end, you'll know how to show up with cool, confident energy—ready to pitch your food business like a pro.

WHAT NEXT?

1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business.

2. 📧 Katie's Friday Newsletter, which includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

3. 📞 If you're ready to talk about building a memorable and meaningful, cohesive brand, you can Request an Intro Call to discuss ways we can work together.

OTHER LINKS:

Clint's LinkedIn - let him know you listened when you connect!

--> Spotify playlist for this 4Ps Sales Process Series

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

Before you ever pitch your food brand and products, preparation is what will set you apart. Learn how to prep with purpose so you can approach the right buyers for your business with a clear and compelling message they can't help but want to learn more about!

In Part 2 of our 4Ps Sales Process series (episode 3 of 5 in this series), Clint and I I talk about how to prep with purpose—because success in sales goes beyond luck. Preparation builds a strong storyline, and also builds your confidence.

In this episode, we cover how to:

1. Sharpen your story – Know what makes your brand different and communicate it clearly and concisely.
2. Back it up with data – Whether it's SPINS reports, subcategory trends, or farmers market feedback, use what you have to support your story.
3. Design a brand-aligned presentation – Create a clear, consistent deck that highlights your brand and products in a way that highlights what matters most to buyers.

When preparation meets opportunity, that's when the "luck" starts to happen!

WHAT TO DO NEXT

1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business.

2. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

3. 📞 If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together.

OTHER LINKS:

Ep 102: Are You Inviting People into a Brand Story or Sharing Brand History?

--> Spotify playlist for this 4Ps Sales Process Series

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

We're continuing our 4Ps Sales Process, a four-part framework we (Katie Mleziva – Real Food Brands & Clint Matthews -Start Right Foods) created to help food business owners build a sales process that actually works. You can listen to the intro and overview of the process in Ep 153 (linked below).

If you caught the intro episode, you know these 4 Ps of Sales — PLAN, PREP, PITCH, and PERSIST — walk you step-by-step from strategy to execution.

Each "P" builds on the last to help you move from reactive selling to a repeatable, brand-aligned system that drives results based on how you want to build your brand.

In this episode, we are diving into PLAN — how to find and focus on the right buyers for your food business. We talk about:

• Why a clear understanding of both your ideal consumers and buyers will drive smarter sales planning
• How to start building your list of buyers (without feeling overwhelmed)
• The importance of focusing your time and energy on the right sales channels
• Practical ways to research, connect, and start conversations that lead to opportunity

Whether you're new to sales or refining your process, this episode gives you a strong foundation — so you can stop guessing and start growing with clarity and confidence.

🎧 Listen now to start planning your sales process using a proven system — and stay tuned for next episode Part 2 –PREP: How to Prepare for Buyer Conversations

🎙️Past Episodes Mentioned

Ep 8: How to Define Your Ideal Audience Using Personas

Ep 56: Meeting Consumer Needs – What Are You REALLY Selling?

Ep 65 [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer

Ep 153: Struggle With Sales? Use This to Create a Process You Love

Other Links

--> Spotify playlist for this 4Ps Sales Process Series

Want More?

1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table – a free food business owner community – to share your own lessons and what you need next in your business.

2. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

3. 📞 If you're ready to talk about building a clear, cohesive brand or creating a sales process that fits your personality and business, you can Request an Intro Call with Katie or Clint to discuss ways we can support your brand and sales progress.

OTHER LINKS:

Clint's LinkedIn – let him know you listened when you connect!

–> Stay tuned for another Spotify playlist coming soon with our Sales episodes.

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

Shift your mindset, own your process, and make sales conversations feel natural.

If the thought of selling makes you tense up, this episode is for you. Your hosts, Katie Mleziva of Real Food Brands and Clint Matthews of Start Right Foods, kick off a new mini-series on food business sales with a critical mindset shift that can turn selling from stressful to strategic.

Then Clint shares the 4-P Framework he's used successfully: Plan, Prep, Pitch, and Persist — and Katie explains how weaving brand strategy into each phase helps you connect authentically, stay aligned with your purpose, and ultimately close more of the right accounts.

You'll learn:

• The mindset shift that transforms sales from pressure to partnership
• How to organize your outreach using the 4-P Framework
• Why brand strategy gives your sales process staying power
• Practical tips to prepare for buyer meetings and follow-ups

Tune in to reframe how you think about sales — and walk away with a repeatable process you can actually enjoy!

Listen to the full series: --> Spotify playlist for this 4Ps Sales Process Series

WHAT NEXT?

1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business.

2. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

3. 📞 If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together.

OTHER LINKS:

Clint's LinkedIn - let him know you listened when you connect!

--> Stay tuned for another Spotify playlist coming soon with our Sales episodes.

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

Every entrepreneur learns lessons along the way, but you don't have to learn them all the hard way.

In this episode, Katie Mleziva (Food Brand Strategist at Real Food Brands) and Clint Matthews (Co-founder of Start Right Foods) share some of the most important "life lessons" they've picked up from being in the food business over the years — but these learnings apply beyond food brands and can help everyone avoid common pitfalls.

Here's what you'll hear:

• Why growth at all costs can backfire
• The power of iterating — with products, messaging, and more
• Why it's important to focus on the channels and customers where there's truly the most demand first
• How tuning out the noise of having too many experts on too many topics in your ear at the same time can help you make more confident decisions

These lessons were Clint & Katie's lessons learned the hard way, but you can use them to your benefit!

WHAT NEXT?

1. Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business.

2. Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

3. If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together.

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

Once you've built a strong brand foundation for your food business, what's next? There's always room to learn, optimize, and grow!

In this episode of the Food Business Marketing Podcast, Katie explores how to take your brand strategy to the next level by moving from brand foundations to brand management as the key to intentional growth.

Here's what you'll learn in this episode:

• How to sharpen your consumer insights and revisit your competitive landscape.
• Why aligning your brand strategy across sales, marketing, operations, and team culture matters so much.
• How each SKU in your portfolio can strengthen, not distract from, your brand.
• What it means to adopt a "brand management mindset" — and why it sets you apart as you grow.

This is about building on the foundations and brand equity you've already created. We're refining, aligning, and managing your brand so it continues to guide every decision and help you scale with clarity and confidence.

📥 Don't forget: Katie's Friday newsletter includes a Weekly Worksheet to help you apply these ideas directly to your business — plus this week's Level Two Playlist of related episodes. Sign up here.

🔗 OTHER LINKS & RESOURCES 🔗

✓ FREE Brand Review Guide download – realfoodbrands.com

✓ Request an Intro Call to discuss how we can work together

✓ Real Food Brands Marketing Roundtable (FREE Community to continue the conversation)

✓ Say hi on Instagram: @realfoodbrands

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands

Brand strategy isn't just for big brands with big budgets — it's how smaller, purpose-driven food businesses can actually compete and stand out. In this 150th episode of the Food Business Marketing Podcast, Katie shares a simple, approachable way to get started with brand strategy so it feels doable, not daunting.

You'll hear how her DEFINE–ALIGN–ACTIVATE framework works, why clarity, confidence, and consistency matter, and the three starting-line questions that help you lay a strong foundation.

Whether you're brand new to the podcast or have been listening for a while, this episode will help you:

• Understand Katie's big-picture framework of brand strategy and how it applies to food businesses of all sizes.
• Pinpoint the three starting steps of her process that make everything else in your business more effective.
• See how brand strategy moves you from selling great products to building a strong brand that people recognize and remember.
• Celebrate the momentum of 150 episodes with two free resources to help you put today's ideas into action.

🎁 Ep 150 Resources:

1. A new Weekly Worksheet with the reflection questions from today's episode to help you start your strategy. SIGN UP HERE for your Friday newsletter.
2. A "Start Here" guide to Katie's Top 5 podcast episodes for food business owners (note: list will first be shared in Friday's newsletter, then this link will be updated).

🔗 OTHER LINKS & RESOURCES 🔗

✓ FREE Brand Review Guide download – realfoodbrands.com

✓ Request an Intro Call to discuss how we can work together

✓ Real Food Brands Marketing Roundtable (FREE Community to continue the conversation)

✓ Say hi on Instagram: @realfoodbrands

Thanks for listening – let's go shake up shopping carts!

Katie Mleziva

Host & Food Brand Strategist | Real Food Brands