Plant-based proteins can be a healthy and delicious alternative to the traditional forms we are used to consuming. This week’s guest has brought alternative protein to the snack food aisle.

Mark Samuel is an entrepreneur with over 15 years of experience in building successful start-ups. Mark is currently the founder and CEO of IWON Organics, a protein and fiber snack company. IWON stands for I’m Winning On Nutrition, and makes flavorful snacks from plant-based proteins such as peas, beans, and brown rice. IWON focuses on healthy snacking and long-term eating habits with balanced nutritional profiles. 

This week G. Steven Cleere welcomes Mark Samuel to talk about starting the IWON brand, their involvement in the non-profit organization Heart of a Hero, and the increasing use of plant-based proteins in food.

 

Here’s a glimpse of what you’ll learn: 

[2:10] How Mark Samuel got started with IWON Organics and basic background of the company

[10:50] Mark’s direct-to-consumer strategy and how he feels about eCommerce

[18:35] Having a co-packer is a big help

[20:30] IWON’s involvement in Heart of a Hero

[25:30] The emergence of pea as a “superfood” and plant-based meats

[33:25] Not everyone who buys “gluten-free” or “keto” does do due to diet or allergies, and the importance of a balanced diet

[38:58] It is okay to have pizza or candy sometimes, just not too much

[46:24] Mark’s advice for entrepreneurs

Subscribe and Listen on:

iTunes

Resources Mentioned in this episode

IWON Organics

Mark Samuel Twitter

Mark Samuel LinkedIn

IWON Organics on Amazon

Hear of a Hero

Connect with Steve

Kitchen2Shelf 

About Me

NexxtLevel Marketing

 

Sponsor for this episode

Our podcast was brought to you today by Kitchen2Shelf, the educational arm of NexxtLevel Brands. Kitchen to Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. 

Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow. 

Plant-based proteins can be a healthy and delicious alternative to the traditional forms we are used to consuming. This week’s guest has brought alternative protein to the snack food aisle.

Mark Samuel is an entrepreneur with over 15 years of experience in building successful start-ups. Mark is currently the founder and CEO of IWON Organics, a protein and fiber snack company. IWON stands for I’m Winning On Nutrition, and makes flavorful snacks from plant-based proteins such as peas, beans, and brown rice. IWON focuses on healthy snacking and long-term eating habits with balanced nutritional profiles. 

This week G. Steven Cleere welcomes Mark Samuel to talk about starting the IWON brand, their involvement in the non-profit organization Heart of a Hero, and the increasing use of plant-based proteins in food.

 

Here’s a glimpse of what you’ll learn: 

[2:10] How Mark Samuel got started with IWON Organics and basic background of the company

[10:50] Mark’s direct-to-consumer strategy and how he feels about eCommerce

[18:35] Having a co-packer is a big help

[20:30] IWON’s involvement in Heart of a Hero

[25:30] The emergence of pea as a “superfood” and plant-based meats

[33:25] Not everyone who buys “gluten-free” or “keto” does do due to diet or allergies, and the importance of a balanced diet

[38:58] It is okay to have pizza or candy sometimes, just not too much

[46:24] Mark’s advice for entrepreneurs

Subscribe and Listen on:

iTunes

Resources Mentioned in this episode

IWON Organics

Mark Samuel Twitter

Mark Samuel LinkedIn

IWON Organics on Amazon

Hear of a Hero

Connect with Steve

Kitchen2Shelf 

About Me

NexxtLevel Marketing

 

Sponsor for this episode

Our podcast was brought to you today by Kitchen2Shelf, the educational arm of NexxtLevel Brands. Kitchen to Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. 

Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow. 

Entering a new market or launching a new product is always a difficult process. The task is made even more difficult when taking a brand to a new country. 

Matt Parry is the founder of The Good Crisp Company, an Australian brand of canister chips with a focus on healthy, natural ingredients. Parry and his company have experienced a meteoric rise, already breaking into major American retailers.

In this episode, G. Steven Cleere is joined by Parry to discuss the changing trends in what American consumers want from their food, breaking into the American market, and why the word “chips” has a different meaning in his native Australia.

  Here’s a glimpse of what you’ll learn: 

[1:52] The difference between “chips”, “crisps” and “fries” in Australia

[3:29] What is The GoodCrisp Company product?

[6:30] Why Matt’s company chose Boulder to operate from in America

[8:38] Retail market makeup in Australia

[9:35] The GoodCrisp strategy for entering American markets and working with Walmart

[18:25] The changing trends in the CPG and food industries

[20:20] Other companies Matt has worked with, and his early career

[23:25] What is next for The Good Crisp Company

[27:05] Matt’s advice for companies trying to launch a new line

[31:11] The differences of doing business in America versus Australia and selling on Amazon

[38:04] The strategy of gaining market share against competitors

[41:43] Good Crisp looks at the “big picture”

  Subscribe and Listen on:

iTunes

  Resources Mentioned in this episode

The Good Crisp Company

  Connect with Steve

Kitchen 2 Shelf 

About Me

NexxtLevel Marketing

 

Sponsor for this episode

Our podcast was brought to you today by Kitchen2Shelf, the educational arm of NexxtLevel Brands. Kitchen2Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. 

Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow. 

 

Entering a new market or launching a new product is always a difficult process. The task is made even more difficult when taking a brand to a new country. 

Matt Parry is the founder of The Good Crisp Company, an Australian brand of canister chips with a focus on healthy, natural ingredients. Parry and his company have experienced a meteoric rise, already breaking into major American retailers.

In this episode, G. Steven Cleere is joined by Parry to discuss the changing trends in what American consumers want from their food, breaking into the American market, and why the word “chips” has a different meaning in his native Australia.

  Here’s a glimpse of what you’ll learn: 

[1:52] The difference between “chips”, “crisps” and “fries” in Australia

[3:29] What is The GoodCrisp Company product?

[6:30] Why Matt’s company chose Boulder to operate from in America

[8:38] Retail market makeup in Australia

[9:35] The GoodCrisp strategy for entering American markets and working with Walmart

[18:25] The changing trends in the CPG and food industries

[20:20] Other companies Matt has worked with, and his early career

[23:25] What is next for The Good Crisp Company

[27:05] Matt’s advice for companies trying to launch a new line

[31:11] The differences of doing business in America versus Australia and selling on Amazon

[38:04] The strategy of gaining market share against competitors

[41:43] Good Crisp looks at the “big picture”

  Subscribe and Listen on:

iTunes

  Resources Mentioned in this episode

The Good Crisp Company

  Connect with Steve

Kitchen 2 Shelf 

About Me

NexxtLevel Marketing

 

Sponsor for this episode

Our podcast was brought to you today by Kitchen2Shelf, the educational arm of NexxtLevel Brands. Kitchen2Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. 

Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow. 

 

The struggle between keeping a steady paycheck and potential future freedom of entrepreneurial life is a common one. Not everyone can make the leap. Some that do take up the challenge end up wishing they hadn’t.

Such was the dilemma that Greg Keller faced. But after a long tenure at a large, successful company he decided to go for it. Despite initially having his income cut to a third of its former number, he persevered and went on to have a successful career.  

Greg Keller is the founder and principal of the G. Keller Group, which helps brands realize their potential. After spending seven years early in his career at Kraft Foods, Greg left to help start Frontera Foods, which led to a successful run with the company before selling it in 2016.  

In this episode, G. Steven Cleere sits down with Greg to talk about starting Frontera Foods, funding startups, and when too much business can be a bad thing.

Here’s a glimpse of what you’ll learn: 

[1:01] Introduction to Greg Keller

[2:52] The genesis of Frontera Foods

[6:15] Having a second brand, and when it is financially ideal to do so

[8:00] Why Greg decided to leave Kraft

[11:07] Greg’s experience at Kraft helped him to develop his own company

[14:19] Too much business can be a bad thing

[17:01] The strategy Greg used to choose which markets to target

[24:30] What led to the idea of selling the company

[28:35] The challenges of staying on with a company after selling

[32:17] Funding startups and venture capital work

[37:07] The funding strategy Greg and his team followed

[40:30] The dynamics of culture in a small business environment

[41:38] What Greg is up to now

Subscribe and Listen on:

iTunes

Resources Mentioned in this episode

Frontera Foods

LinkedIn for Greg

Steve’s Email

Connect with Steve

Kitchen 2 Shelf 

About Me

NexxtLevel Marketing

  Sponsor for this episode

Our podcast was brought to you today by Kitchen to Shelf, the educational arm of NexxtLevel Brands. Kitchen to Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow.

The struggle between keeping a steady paycheck and potential future freedom of entrepreneurial life is a common one. Not everyone can make the leap. Some that do take up the challenge end up wishing they hadn’t.

Such was the dilemma that Greg Keller faced. But after a long tenure at a large, successful company he decided to go for it. Despite initially having his income cut to a third of its former number, he persevered and went on to have a successful career.  

Greg Keller is the founder and principal of the G. Keller Group, which helps brands realize their potential. After spending seven years early in his career at Kraft Foods, Greg left to help start Frontera Foods, which led to a successful run with the company before selling it in 2016.  

In this episode, G. Steven Cleere sits down with Greg to talk about starting Frontera Foods, funding startups, and when too much business can be a bad thing.

Here’s a glimpse of what you’ll learn: 

[1:01] Introduction to Greg Keller

[2:52] The genesis of Frontera Foods

[6:15] Having a second brand, and when it is financially ideal to do so

[8:00] Why Greg decided to leave Kraft

[11:07] Greg’s experience at Kraft helped him to develop his own company

[14:19] Too much business can be a bad thing

[17:01] The strategy Greg used to choose which markets to target

[24:30] What led to the idea of selling the company

[28:35] The challenges of staying on with a company after selling

[32:17] Funding startups and venture capital work

[37:07] The funding strategy Greg and his team followed

[40:30] The dynamics of culture in a small business environment

[41:38] What Greg is up to now

Subscribe and Listen on:

iTunes

Resources Mentioned in this episode

Frontera Foods

LinkedIn for Greg

Steve’s Email

Connect with Steve

Kitchen 2 Shelf 

About Me

NexxtLevel Marketing

  Sponsor for this episode

Our podcast was brought to you today by Kitchen to Shelf, the educational arm of NexxtLevel Brands. Kitchen to Shelf provides online and in-person courses and workshops for CPG entrepreneurs at any stage of growth. Whether you're an early-stage startup, a local growing business, or if you want to just expand your distribution to a national level, Kitchen to Shelf can help you learn what you need to know to grow.

Nobody is perfect.

We can strive for greatness, and we should, but perfection will be forever out of reach. Experience gives us insight on what we do that works well, but learning what doesn’t work well can be just as valuable.

This week G. Steven Cleere gives his guests the week off for the holiday, and instead gives a rundown of the five most expensive mistakes which can be made in the CPG world, and gives his best tips on how to avoid them. Everything is covered here, from knowledge of the industry to pricing.

Here’s a glimpse of what you’ll learn:

[0:50] Intro to the podcast topic for today

[1:32] Mistake #5: Lack of industry knowledge

[4:54] Mistake #4: Time Management

[7:50] Mistake #3: Packaging

[11:41] Mistake #2: Pricing

[14:35] Mistake #1: Under-Capitalization

[16:30] Steve’s X-Factor

 

Subscribe and Listen on:

• iTunes

Resources Mentioned in this episode

• Steve’s Email

Connect with Steve

Kitchen 2 Shelf

About Steve

NexxtLevel Marketing

Nobody is perfect.

We can strive for greatness, and we should, but perfection will be forever out of reach. Experience gives us insight on what we do that works well, but learning what doesn’t work well can be just as valuable.

This week G. Steven Cleere gives his guests the week off for the holiday, and instead gives a rundown of the five most expensive mistakes which can be made in the CPG world, and gives his best tips on how to avoid them. Everything is covered here, from knowledge of the industry to pricing.

Here’s a glimpse of what you’ll learn:

[0:50] Intro to the podcast topic for today

[1:32] Mistake #5: Lack of industry knowledge

[4:54] Mistake #4: Time Management

[7:50] Mistake #3: Packaging

[11:41] Mistake #2: Pricing

[14:35] Mistake #1: Under-Capitalization

[16:30] Steve’s X-Factor

 

Subscribe and Listen on:

• iTunes

Resources Mentioned in this episode

• Steve’s Email

Connect with Steve

Kitchen 2 Shelf

About Steve

NexxtLevel Marketing

Everybody loves Mac and Cheese. It’s a staple of American food, and loved by all ages. You can find it at almost any grocery store, and in most restaurants. For all of that market, there are only two major companies who own most of the market share.

For Kiowa Sanders and Ryan Fitzpatrick, that means opportunity. 

Kiowa Sanders has a successful track record in retail in both the brand and retail sides of the sphere. His experience has given him a perspective for all sides of the business from buyer to supplier, and informs his business even today. Kiowa is co-founder and CEO of Good Citizens.

Ryan Fitzpatrick began his career building private label products and went on to become an entrepreneur who makes social impact a focus. In addition to his work as co-founder and CEO of Good Citizens, Ryan also serves as a director of product operations for Treasure8, a community-focused organic food company.

This week G. Steven Cleere is joined by Kiowa Sanders and Ryan Fitzpatrick. Listen in as they discuss how they started Good Citizens, working with Amazon, and how they bring social awareness and a community focus into all the work they do. 

Here’s a glimpse of what you’ll learn: 

[3:31] What made Good Citizens decide to break into the Mac and Cheese market

[5:37] The product rollout strategy for the new Mac and Cheese

[8:32] Who comes up with the recipes on the Good Citizens website?

[9:45] The focus on local sourcing and where they found their suppliers

[14:08] Kiowa and Ryan’s social awareness and community impact

[17:10] Coming from the retail side, and how that influenced Good Citizens

[21:10] How Ryan and Kiowa split up responsibilities

[23:30] The eCommerce side of Good Citizens, and how they got started with Amazon

[28:40] The role of data in the strategic planning of the company

[32:03] Kiowa’s culinary background, and when he knew he wanted to be a chef

[36:15] Good Citizens relationship with Albertson’s and where they are available

[38:50] Advice from Ryan and Kiowa for those in the early phases of developing a business of this type

Subscribe and Listen on:

iTunes

Resources Mentioned in this episode

Good Citizens

Kiowa Saunders LinkedIn

Ryan Fitzpatrick LinkedIn

Whole Foods

Alberston’s 

Connect with Steve

Kitchen 2 Shelf 

About Me

NexxtLevel Marketing

 

Everybody loves Mac and Cheese. It’s a staple of American food, and loved by all ages. You can find it at almost any grocery store, and in most restaurants. For all of that market, there are only two major companies who own most of the market share.

For Kiowa Sanders and Ryan Fitzpatrick, that means opportunity. 

Kiowa Sanders has a successful track record in retail in both the brand and retail sides of the sphere. His experience has given him a perspective for all sides of the business from buyer to supplier, and informs his business even today. Kiowa is co-founder and CEO of Good Citizens.

Ryan Fitzpatrick began his career building private label products and went on to become an entrepreneur who makes social impact a focus. In addition to his work as co-founder and CEO of Good Citizens, Ryan also serves as a director of product operations for Treasure8, a community-focused organic food company.

This week G. Steven Cleere is joined by Kiowa Sanders and Ryan Fitzpatrick. Listen in as they discuss how they started Good Citizens, working with Amazon, and how they bring social awareness and a community focus into all the work they do. 

Here’s a glimpse of what you’ll learn: 

[3:31] What made Good Citizens decide to break into the Mac and Cheese market

[5:37] The product rollout strategy for the new Mac and Cheese

[8:32] Who comes up with the recipes on the Good Citizens website?

[9:45] The focus on local sourcing and where they found their suppliers

[14:08] Kiowa and Ryan’s social awareness and community impact

[17:10] Coming from the retail side, and how that influenced Good Citizens

[21:10] How Ryan and Kiowa split up responsibilities

[23:30] The eCommerce side of Good Citizens, and how they got started with Amazon

[28:40] The role of data in the strategic planning of the company

[32:03] Kiowa’s culinary background, and when he knew he wanted to be a chef

[36:15] Good Citizens relationship with Albertson’s and where they are available

[38:50] Advice from Ryan and Kiowa for those in the early phases of developing a business of this type

Subscribe and Listen on:

iTunes

Resources Mentioned in this episode

Good Citizens

Kiowa Saunders LinkedIn

Ryan Fitzpatrick LinkedIn

Whole Foods

Alberston’s 

Connect with Steve

Kitchen 2 Shelf 

About Me

NexxtLevel Marketing