Grocery Pulse Podcast: Grocery, CPG , Leaders & Supermarket Retail Insights for Independent Grocers

In this episode, Michelle Breyer shares her unique journey through grocery, journalism, entrepreneurship, and CPG, from covering Whole Foods' and H-E-B's growth to founding a company and helping emerging brands through SKU.

She shares what she's learned from watching hundreds of founders navigate the CPG roller coaster, the importance of mentorship and community, and what it takes to build a brand that can grow and last.

In this episode, you’ll learn:

✅ How Michelle Breyer went from grocery journalist to CPG founder and industry mentor

✅ What she learned from watching Whole Foods and H-E-B transform the grocery industry

✅ Why some emerging CPG brands succeed while others struggle

✅ The biggest mistakes that can put a growing CPG company at risk

✅ Why mentorship and strong industry relationships matter for founders

✅ How COVID-19 forced CPG brands to adapt and embrace e-commerce

✅ What investors look for in a promising CPG brand and founder

✅ Why knowing your numbers, understanding unit economics, and protecting cash are essential

✅ How Austin and Texas are building a stronger CPG founder community

✅ What Michelle sees as the next big opportunities in food, wellness, and CPG

Episode Highlights

✔From Journalism to CPG — How Michelle went from covering Whole Foods and H-E-B to building her own consumer brand.

✔The Founder Roller Coaster — What Michelle learned from watching emerging brands succeed, pivot, raise money, or run out of cash.

✔Why Mentors Matter — Michelle’s experience building SKU’s network of 300+ CPG mentors and helping founders avoid costly mistakes.

✔The COVID CPG Pivot — How wholesale brands were forced to embrace e-commerce, DTC, and digital marketing almost overnight.

✔What Makes a Brand Investable — The product, founder qualities, traction, margins, and business fundamentals that matter.

✔Why Austin Is Booming — How Austin and the broader Texas CPG community are creating opportunities for emerging brands.

✔Where CPG Is Headed — Michelle’s perspective on functional foods, better-for-you products, AI, social commerce, and the next generation of CPG.

About GroceryPulse:

GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder.

Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business—and a healthier life.

Subscribe on YouTube, Spotify, and Apple Podcasts.

📌 Chapters

00:00 Introduction and Michelle Breyer's background

01:54 Evolution of Austin's grocery scene and key players

04:02 The rise of emerging brands and their stories

07:00 Lessons from successful exits and industry insights

10:11 The importance of product quality and founder passion

12:59 Trends in natural foods, pet products, and AI in CPG

15:56 Building brand relevance through innovation and storytelling

19:04 The role of mentorship and industry networks

22:06 Advice for founders on growth, investment, and resilience

🔗 Links & Resources

Connect with Michelle Breyer

Instagram:📸 @curlymichelle62

Email:✉️ [email protected]

All GroceryPulse episodes: https://www.innovaragency.com/grocery..

Be a guest: https://www.innovaragency.com/grocery...

Innovar Agency: https://www.innovaragency.com/

Pitch the show: [email protected]

Subscribe for more conversations with the grocery, retail, and CPG leaders shaping how we eat.

#GroceryPulse #FunctionalFoods #CPG

Innovar Marketing Agency – Blog (grocery/CPG marketing insights): https://www.innovarmarketing.com

Pre-Order Kōbu Kombucha Powder (gut health made easy): https://www.enjoykobu.com

Makor Coffee founder Eli Mash joins GroceryPulse to share how he built a functional organic coffee brand on the side, going from Shopify to 42 grocery doors and Amazon while still working full-time in tech.

Host George Goodwin (4th-generation grocer and founder of Kōbu Kombucha Powder) sits down founder-to-founder with Eli to taste each other's products and talk honestly about building in the functional food space. Makor Coffee is 93% organic coffee blended with organic cacao, turmeric, Ceylon cinnamon, ginger, chaga, and cayenne, and it's on shelves at Kowalski's and Lunds & Byerlys in Minnesota.

In this episode you'll learn:

- Why new CPG brands should know their customer acquisition cost and repeat purchase rate before scaling paid ads, and why reviews and social proof should come first

- How to use online customer feedback to pick and pitch the right retailers

- Why Makor prices its retail bag below online and cut down to three SKUs

- How retail, Meta, and Amazon work together as one discovery-to-repurchase cycle

- Why third-party testing and ingredient transparency are becoming a real edge with today's label-reading shoppers

Chapters:

00:00 Introduction to Functional Coffee and Wellness

03:03 What's in the Makor Coffee Blend

05:58 The Rise of Functional Foods and Beverages

08:55 From Tech to Coffee

12:14 Online Launch and Retail Expansion

15:00 Navigating the Retail Landscape

18:09 Testing and Quality Assurance in Coffee

21:01 Why Organic Certification Matters

25:12 Transparency in Consumer Products

29:06 Building a Brand: Advice for Emerging Founders

32:14 Retail Challenges and Customer Feedback

37:12 The Future of Functional Foods

39:08 Fire Round: Brewing Methods and Favorite Ingredients

42:16 The Heart Behind the Brand

Grocery buyers: Eli wants to hear how you evaluate functional brands. Reach him at [[email protected] – CONFIRM]

Try Makor Coffee: [makorcoffee.com – CONFIRM]

Try Kōbu: https://enjoykobu.com

Full episodes: https://www.innovaragency.com/grocerypodcastgrocerypulse

Be a guest: https://www.innovaragency.com/grocerypulse-podcast-guest

Innovar Agency: https://www.innovaragency.com/

Pitch the show: [email protected]

If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.

Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10! — code PODCAST10! for 10% off

I had the opportunity to sit down with Marc Jonna, Co-Founder & President of Plum Market, and this was a really special conversation for me as a fourth-generation grocer. Marc's grocery story goes back generations.His father, Ed Jonna, founded Merchant of Vino in Michigan, which was later acquired by Whole Foods. Marc went on to become a National Wine Buyer for Whole Foods before leaving with his brother Matt to start Plum Market in 2007. Today, Plum Market has grown to 35+ locations while remaining family-owned and independent. One of the things Marc says that really stuck with me is that he thinks of Plum Market as the “Disneyland of grocery.” Not just somewhere you go to buy groceries—but somewhere you actually want to spend time.

Episode Chapters

00:00 — Introduction & WelcomeGeorge introduces Mark Jona, co-founder and president of Plum Market.

03:45 — Scaling Category Growth at Whole FoodsMark shares how fearlessly shaking up department layouts drove early success at Whole Foods.

07:50 — Family Legacy & Launching Plum MarketTransitioning from Merchant of Vino to launching a modern, independent grocery chain.

11:20 — Foundational Values & Daily MentorshipOperational habits, early morning drive, and lessons passed down through generations.

15:10 — Building a Purpose-First Grocery ModelWhy Plum Market skips private label products to focus on scratch kitchens and independent CPG brands.

19:05 — Managing Family Business DynamicsStrategies for navigating sibling partnerships, resolving conflicts privately, and staying aligned.

23:15 — Empowering Store Teams & Frontline FeedbackSupporting store leaders, listening to frontline staff, and building an empowered culture.

27:30 — Juliet’s Cuisine: Scratch Cooking at ScaleHow family recipes inspired Plum Market’s commitment to real, in-house kitchen prep.

32:10 — Expanding to Airports, Schools & Sports VenuesTaking scratch-made dining into non-traditional venues, from airport terminals to the Detroit Pistons.

37:40 — Wellness, Portions & Functional NutritionMeeting the consumer shift toward preventative health, clean ingredients, and portion balance.

42:15 — Growing to 35+ Locations Without Private EquityWhy Plum Market chose to stay family-owned rather than take outside capital or go public.

47:00 — The Independent Advantage: Speedboat vs. SteamshipHow agile independents outpace large corporate chains on innovation and sourcing.

51:15 — Advice for CPG Founders Pitching RetailersHow emerging brands can partner with retailers to test, optimize, and scale placement.

55:30 — The Future of Specialty GroceryWhy brick-and-mortar stores must prioritize in-store experience to thrive alongside delivery apps.

59:20 — Rapid Fire Round & ClosingQuick-hit questions on favorite departments, career advice, and final takeaways.

We talked about:

🥬 Creating stores around experience

👨‍🍳 Making prepared foods from scratch

🌱 What “local” actually means

🤝 Building community through grocery

👨‍👩‍👦 Multi-generational family business

📈 Growing without private equity

🛒 The future of specialty grocery

As someone who grew up in grocery, these are the conversations I love having.Thanks to Marc for sharing his story and perspective on where grocery is headed.

🎙️ Check out the newest episode of GroceryPulse.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.

Innovar Marketing Agency (grocery/CPG marketing insights): www.innovaragency.com

reach out :

[email protected]

Order Kōbu Kombucha Powder (gut health made easy):

https://enjoykobu.com/discount/PODCAST10!?redirect=%2Fcollections%2Fall-products

Mike Fitzsimmons became only the second person in history to complete the 178-mile Reno Tahoe Odyssey solo — finishing in 45 hours and 5 minutes through the Sierra Nevada Mountains.

But this episode isn't just about running. It's about mastering your mindset when everything in you wants to quit, building resilience through adversity, fueling your body for peak performance, and why success — in business, athletics, or life — is won one step at a time.

Host George Goodwin sits down with ultrarunner Mike "Fitz" Fitzsimmons to unpack the physical, mental, and emotional lessons from one of the toughest endurance races in America.

In this episode you'll learn:
✅ How to stay mentally strong during impossible challenges✅ Why "running the mile you're in" changes everything✅ The three versions of yourself that keep you moving forward✅ Why your tribe determines your success✅ What a vegan ultramarathon athlete actually eats✅ How to overcome self-doubt and stop quitting on yourself✅ Why the real reward is found in the struggle — not the finish line

Whether you're an entrepreneur, athlete, leader, or simply someone chasing a big goal, this conversation will leave you motivated to take the next step.

Episode Highlights
🏃 Becoming only the second solo finisher in Reno Tahoe Odyssey history🧠 The mindset that carried Mike through 178 miles💥 Battling cramps, exhaustion, and mental fatigue🤝 Why surrounding yourself with the right people matters🥔 Nutrition strategy during 45 hours of nonstop running🌱 Thriving as a vegan endurance athlete⛰️ Lessons every entrepreneur can learn from ultrarunning🔥 Why discomfort is where growth happens

About Mike Fitzsimmons
Mike "Fitz" Fitzsimmons is an ultramarathon runner, endurance coach, and member of Reno's running community. In 2026, he became just the second athlete ever to complete the 178-mile Reno Tahoe Odyssey as a solo runner, setting a new course record while inspiring thousands with his grit and perseverance.

Connect with Mike
📸 Instagram: @fromfattofitz
✉️ Email: [email protected]

Connect with George Goodwin
🌐 enjoykobu.com
🔗 linkedin.com/in/georgegoodwin
✉️ [email protected]

About GroceryPulse
GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder. Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business — and a healthier life.

Chapters
00:00 Introduction02:15 Becoming the second solo finisher08:45 The mental battle of 178 miles18:20 Learning to stay present29:15 Your tribe determines your success39:40 Nutrition and fueling strategy48:30 Life lessons from ultrarunning57:10 Rapid-fire questions1:05:45 Final advice

If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.

Innovar Marketing Agency (grocery/CPG marketing insights): innovaragency.com
Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

“Bad leadership is still a lesson—if you choose to learn from it.”

In this episode of Grocery Pulse, Lori Brown shares a powerful shift in perspective: even poor leadership can become your greatest teacher. Instead of repeating the same mistakes, she explains how to use the “what not to do” approach to build stronger, more effective teams.

From cross-training to knowledge-sharing, Lori breaks down why great leaders don’t hoard power—they multiply it. This conversation is a must for anyone looking to grow, lead with intention, and create lasting impact.

🔍 Lori dives deep into:

Learning from Bad Leadership: Turning negative experiences into growth
Cross-Training Teams: Building flexibility and resilience

Sharing Knowledge: Why transparency creates stronger teams
Letting Go of Control: How empowering others drives real success

Leadership isn’t about control—it’s about creating more leaders.

Connect with Lori Brown:

LinkedIn: ⁠https://www.linkedin.com/in/lori-brown-ms/⁠

Email: ⁠[email protected]⁠

Connect with George Goodwin:

• Kōbu: ⁠⁠enjoykobu.com⁠⁠

• LinkedIn: ⁠⁠George Goodwin

Success isn’t about being extroverted—it’s about showing up.”

In this episode of Grocery Pulse, Lori Brown opens up about being naturally introverted—and why that hasn’t stopped her from building a successful career. She shares a simple but powerful truth: growth doesn’t come from comfort, it comes from consistently putting yourself out there.

From attending events to building genuine relationships, Lori explains how showing up—even when it feels uncomfortable—is what truly moves the needle.

🔍 Lori dives deep into:

Introversion in Leadership: Why you don’t have to be the loudest in the room
The Power of Showing Up: Consistency over comfort
Building Real Connections: Why relationships drive opportunity
Stepping Outside Comfort Zones: Where real growth happens

You don’t need to change who you are—you just need to show up.

Connect with Lori Brown:

LinkedIn: ⁠⁠https://www.linkedin.com/in/lori-brown-ms/⁠⁠

Email: ⁠⁠[email protected]⁠⁠

Connect with George Goodwin:

• Kōbu: ⁠⁠⁠enjoykobu.com⁠⁠⁠

• LinkedIn: ⁠⁠⁠George Goodwin⁠

“When your health is gone… nothing else matters.”

In this episode of Grocery Pulse, George Goodwin and Mike Schmidt dive into a simple but often ignored truth—when you’re sick, everything else fades. Your goals, your work, even the things you thought were urgent suddenly don’t matter. What remains is the desire to feel okay again.

They unpack how most people don’t realize how bad they’ve been feeling until they finally experience real health—and why food is one of the most powerful starting points. This conversation connects the dots between nutrition and every major pillar of life: energy, focus, confidence, and relationships.

🔍 George and Mike dive deep into:

The Wake-Up Call: Why sickness reveals what truly matters
Hidden Baselines: Not realizing how bad you feel until you feel better
Food as Foundation: The simplest way to upgrade your life
Health Ripple Effect: How your well-being impacts everything around you

Health isn’t just physical—it shapes your entire reality.

Connect with Mike Schmidt:

• Website: ⁠superfoodsuperhuman.com⁠

• Instagram: ⁠@mike_schmidt_⁠

Connect with George Goodwin:

• Kōbu: ⁠enjoykobu.com⁠

• LinkedIn: ⁠George Goodwin

In this episode of Grocery Pulse, George Goodwin and Mike Schmidt unpack the hidden forces behind ultra-processed foods and why so many people feel stuck in unhealthy cycles. From addiction psychology to intentional consumer choices, they reveal how the system is designed—and how you can take your power back. This conversation goes beyond nutrition, showing how what you eat impacts your focus, relationships, longevity, and even the culture around you.

George and Mike dive deep into:

The Psychology of Cravings: How companies engineer products for repeat consumption
Breaking the Cycle: Why it’s not your fault—but still your responsibility
Voting with Your Wallet: How every purchase shapes the food system
Health as Influence: How your choices affect your energy, relationships, and long-term life

Whether you're navigating the grocery store or trying to build better habits, this episode is a reminder: every dollar you spend is a vote.

Save this before your next grocery run.

Connect with Mike Schmidt:

• Website: ⁠superfoodsuperhuman.com⁠

• Instagram: ⁠@mike_schmidt_⁠

Connect with George Goodwin:

• Kōbu: ⁠enjoykobu.com⁠

• LinkedIn: ⁠George Goodwin

“If it was made in a lab… question it.”

In this episode of Grocery Pulse, George Goodwin and Mike Schmidt expose how modern food is engineered to override your natural instincts. While we’re designed to crave real, whole foods, most people’s taste buds have been hijacked by hyper-processed ingredients built for addiction—not nourishment.

They break down how food companies apply behavioral science—similar to what was once used in cigarettes—to keep you coming back, and why making healthier choices can feel so difficult. But the truth is, you’re not broken—the system is. And once you see it, you can take your power back.

🔍 George and Mike dive deep into:

Hijacked Taste Buds: Why real food doesn’t hit the same anymore
Engineered Addiction: How food is designed for repeat consumption
The Simple Rule: If it grows or has a mother—eat it
Shopping Smarter: Why the edges of the grocery store matter most

Your health doesn’t start with willpower—it starts with awareness.

Follow for more grocery truths.

Connect with Mike Schmidt:

• Website: ⁠⁠superfoodsuperhuman.com⁠⁠

• Instagram: ⁠⁠@mike_schmidt_⁠⁠

Connect with George Goodwin:

• Kōbu: ⁠⁠enjoykobu.com⁠⁠

• LinkedIn: ⁠⁠George Goodwin

"The grocery industry may be driven by logistics and supply chains—but it’s still powered by relationships."

In this episode of Grocery Pulse, George Goodwin speaks with Lori Brown, a 40+ year grocery industry leader and President of The Illuminators. Lori shares insights from her experience across retail, CPG, and supply chain—revealing why communication, presence, and servant leadership are more important than ever.

Chapters:

00:00 Introduction to Lori Brown and Her Journey

02:06:35 Lori's Career Path and Experiences02:10:15 The Importance of Communication in Crisis02:14:32 Building Relationships in the Grocery Industry02:17:24 Lessons from Early Career Experiences02:19:59 Balancing Family, Work, and Community Involvement02:22:41 Understanding Servant Leadership02:27:11 Insights from Industry Leaders02:28:40 The Importance of Personal Connection in Retail02:31:33 Brand Strategies for Modern Retail02:34:46 Finding Your Niche in the Market02:36:35 Building a Supportive Network02:38:32 Effective Time Management in Leadership02:40:48 The Reluctant Leader's Journey02:43:48 Nurturing the Next Generation of Leaders02:45:02 Core Values in Leadership

George and Lori dive deep into:

• Showing up and building real connections
  Why being physically present at events and in stores creates long-term opportunities and trust.

• Communication during uncertainty
  How consistent communication—even with no updates—builds stronger relationships during crises.

• Servant leadership in action
  Leading by serving others, sharing knowledge, and empowering teams at every level.

Connect with Lori Brown:
LinkedIn: https://www.linkedin.com/in/lori-brown-ms/
Email: [email protected]

Connect with George Goodwin:

• Kōbu: ⁠enjoykobu.com⁠

  promo code: podcast10

• LinkedIn: ⁠George Goodwin