Off Route

🎓 Build better beverage sales teams, onboarding systems, and field execution: BEVedu.co

🛒 Learn more from Robert Johnson: AstraCPG.com

How do you sell to retail buyers, get a new product into grocery stores, and build relationships that actually create opportunities?

In this episode of the Off Route Podcast, I sit down with Robert Johnson, founder of Astra CPG and a grocery retail veteran with more than 20 years of experience. Robert started at store level, worked his way into merchandising and category buying, and now helps CPG sales teams, emerging brands, and brokers understand how buyers actually think.

We break down what retail buyers look for from sales reps, why great relationships can't overcome poor execution, how data influences buying decisions, what Robert calls “operational friction,” and why the best CPG sales reps learn to think from the buyer's side of the desk.

We also get into grocery merchandising, category management, forecasting, product packaging, brokers, new-item presentations, Buyer Ready Standards, and the small details that can determine whether a buyer trusts you with the next opportunity.

If you work in beverage sales, CPG sales, grocery retail, distribution, category management, or you're trying to get an emerging brand into retail, this conversation gives you a look behind the buyer's desk.

00:00 – 01:04 | Meet Robert Johnson & Astra CPG
01:05 – 04:39 | How Astra CPG Started
04:40 – 06:44 | What Sales Reps Get Wrong About Buyer Communication
06:45 – 08:21 | From Grocery Clerk to Retail Buyer
08:22 – 11:24 | How Robert Earned His Buyer Role
11:25 – 15:11 | Merchandising, Forecasting & Managing Multiple Stores
15:12 – 18:04 | Why Store-Level Experience Matters to Buyers
18:05 – 20:49 | What It Means to Think Like a Buyer
20:50 – 23:24 | Product Packaging, Case Packs & Shelf Space
23:25 – 28:07 | Buyer Ready Standards & Reducing Operational Friction
28:08 – 30:24 | Data vs. Relationships: What Actually Wins With Buyers?
30:25 – 34:04 | How CPG Brokers Work
34:05 – 38:14 | What Emerging Brands Need to Understand About Brokers
38:15 – 40:32 | What Buyers Want From CPG Sales Reps
40:33 – 43:42 | Building Astra CPG & Training Sales Teams
43:43 – 44:59 | The #1 Lesson for Selling to Retail Buyers

Built for distributors, emerging brands, CPG professionals, and individuals ready to level up their careers. Training, coaching, and consulting built specifically for the beverage industry.

BEVedu.co

Nate Fochtman is a beverage industry veteran, entrepreneur, consultant, and host of the Ready to Drink Podcast.

Ready to Drink Podcast
The Leaders Arena Podcast

Social: @FreeMindNate / Nate Fochtman
YouTube: The Free Mind Group

Nate Fochtman has spent more than 20 years in beverage, but his story goes far beyond the industry. We talk about starting at the bottom, entrepreneurship, why distributors can't build your brand for you, and Nate's battle with alcohol while working in the adult beverage business. He shares his path to sobriety, rebuilding his life and business, and why there are no guarantees. Sometimes when life gets hard, the answer isn't to back away. It's to lean in.

00:00 – 02:07 Meet Nate Fochtman
02:07 – 08:01 Starting at the Bottom
08:01 – 12:16 Building a Business Before Social Media
12:16 – 17:18 Learning Every Side of Beverage
17:18 – 23:28 Betting on Yourself
23:28 – 28:16 There Are No Guarantees
28:16 – 32:59 Your Distributor Won't Build Your Brand
32:59 – 40:42 Sobriety in the Adult Beverage Industry
40:42 – 45:48 Rehab, Relapse & Making the Decision
45:48 – 50:05 Finding Out Who Your Real Friends Are
50:05 – 53:23 Rebuilding From Zero
53:23 – 57:21 When It Gets Hard, Lean In
57:21 – 59:51 Build Your Brand Before You Need It

🚀 BEV edu: BEVedu.co

Whether you're a distributor or emerging brand looking to scale, a CPG professional who deserves better onboarding and coaching, or you're ready to take the next step in your career, BEV edu gives you the systems, tools, and guidance to help you get there.

🎤 Follow Ryan Ahern: TikTok @ryanjamesahern
📺 Ryan on YouTube: @rjstandsup

Ryan Ahern walked away from corporate sales to pursue stand-up comedy. Along the way, he discovered that building an audience online had become part of the business.

In this episode of Off Route, we talk bad bosses, golden handcuffs, betting on yourself, finding a repeatable content formula, and turning years of corporate sales experience into relatable comedy and a growing personal brand.

More importantly, this conversation gets into what Off Route is really about: learning from people who took control of their own path so others can see what's possible.

00:00-02:02 — Meet Ryan Ahern: Corporate Sales to Comedy
02:03-03:44 — Finding the Content Formula That Worked
03:45-06:48 — Bad Bosses & Lessons From Bad Leadership
06:49-09:22 — Consistency, Hooks & Building an Audience
09:23-11:24 — Turning Stand-Up Ideas Into Social Content
11:25-14:47 — Golden Handcuffs & Finding What You Actually Want
14:48-18:16 — Ryan's Daily Content Creation System
18:17-21:43 — Why Talking-Head Videos Beat Stage Clips
21:44-24:47 — Hecklers, Hate Comments & Not Taking the Bait
24:48-30:44 — Landman, Viral Takes & Developing a Signature Style
30:45-34:29 — The Moment Ryan Realized Comedy Was His Thing
34:30-38:07 — Social Media Is Breaking Down the Gatekeepers
38:08-41:12 — Ryan's Advice for Anyone Stuck in Corporate
41:13-42:33 — Find Your Angle, Start Now & Where to Follow Ryan

🚀 Become an Elite Vendor

🌐 Display Support Concepts
🔗 Connect with Glenn Niezgoda

What separates an average display from one that actually drives sales?

In this episode of Off Route, I sit down with Glenn Niezgoda, founder of Display Support Concepts, to talk about over 40 years in the beverage industry, the philosophy behind "Detail at Retail," and how one simple idea evolved into a patented point-of-sale solution. We dive into display execution, cross merchandising, coaching, entrepreneurship, and why your reputation is still your greatest asset as a vendor.

Chapters

00:00-02:31 — Meet Glenn & Display Support Concepts
02:32-06:18 — The umbrella that started a business
06:19-09:08 — From beer driver to sales leader
09:09-13:34 — Learning from the ground up & building your reputation
13:35-16:06 — The philosophy of "Detail at Retail"
16:07-21:53 — Creativity, execution & why displays matter
21:54-24:06 — MacGyvering solutions in the field
24:07-30:35 — Cross merchandising & building displays that sell
30:36-34:52 — Creating Display Support Concepts & becoming an entrepreneur
34:53-41:17 — The challenges of launching a new product
41:18-45:06 — The future of POS & reducing waste in retail
45:07-49:42 — Reputation, craftsmanship & final thoughts

🌐 ECM Media: https://ecmmediallc.com/

🔗 Connect with Mat O'Brien: https://www.linkedin.com/in/mathewobrien/

🚀 Become an Elite Vendor: https://BEVedu.co

Traditional product sampling is evolving. In this episode of Off Route, I sit down with Mat O'Brien, President of ECM Media, to discuss how targeted sampling, verified consumer data, and user-generated content are changing the way emerging brands drive awareness and trial. We also cover why sampling should be treated as a strategic marketing investment, how brands can gather meaningful consumer insights, and where the future of experiential marketing is headed.

00:00-01:13 — Meet Mat O'Brien & ECM Media
01:14-02:41 — From charging stations to targeted sampling
02:42-04:10 — Why sampling is more than free product
04:11-06:07 — Using consumer data to improve products
06:08-07:33 — Why emerging brands need to sample more
07:34-09:34 — Geotargeting consumers near retail stores
09:35-11:04 — Real-world sampling success stories
11:05-12:38 — How consumer feedback shapes innovation
12:39-14:18 — The future of targeted sampling
14:19-15:45 — Building long-term consumer relationships
15:46-16:48 — Final thoughts & where to find ECM Media

The conversation covers the journey of Chad Huss, founder of fermentedcuriosities.com, from healthcare to the beverage industry. It explores his transition, challenges in sales and distribution, competing with larger brands, and market strategies and insights. Additionally, it delves into the concept of fermentation beyond beer, showcasing a diverse range of fermented products. The conversation covers unexpected sales in coffee shops, the importance of recipe ideas for on-premise sales, and the challenge of balancing content creation and a side hustle. Chad shares insights on the success of wine sales in small cafes, the value of providing recipe ideas to customers, and the need to manage time effectively when juggling multiple projects.

Takeaways

• Fermentation Beyond Beer
• Transition from Healthcare to Beverage Industry Unexpected sales in coffee shops
• Recipe ideas for on-premise sales
• Balancing content creation and side hustle

Chapters

• 00:00 Introduction to Fermentedcuriosities.com
• 08:01 Entry into Beverage Industry
• 17:26 Competing with Larger Brands
• 24:24 Unexpected Sales in Coffee Shops
• 32:59 Balancing Content Creation and Side Hustle

🎙️ Connect with Crystal Petroski:
https://www.linkedin.com/in/crystalpetroski/

🚀 Explore Skill Resy:
https://skillresy.com

💼 Build Your Personal Brand:
https://BEVedu.co
https://BEVedu.co/brandbuilders

In this episode of Off Route, I sit down with Crystal Petroski, founder of Skill Resy, to talk about AI, hiring, ATS systems, resume customization, interview preparation, LinkedIn networking, and what it really takes to stand out in today's job market. We also discuss the role AI should play in career development, why confidence matters as much as skill, and how professionals can use technology without losing the human touch. Based on the conversation, Crystal explains how Skill Resy helps candidates customize resumes, prepare for interviews, and improve their chances of landing dream roles while helping employers make smarter hiring decisions.

⏱️ CHAPTERS

00:00-01:13 — Introduction to Crystal Petroski & Skill Resy
01:14-03:11 — What Skill Resy does for job seekers and employers
03:12-05:16 — Why every resume should be customized
05:17-06:03 — The difference between Skill Resy and ChatGPT
06:04-09:00 — Building resumes around value, achievements, and KPIs
09:01-11:01 — ATS systems and why recruiters move so fast
11:02-13:26 — AI vs. human creativity and judgment
13:27-15:51 — Why ChatGPT can create resume problems
15:52-17:18 — References, credibility, and proving your accomplishments
17:19-20:44 — Skill Resy success stories and interview confidence
20:45-22:44 — Interview preparation and practicing with AI
22:45-24:37 — College degrees vs. experience and networking
24:38-26:10 — Why LinkedIn matters more than ever
26:11-28:58 — Building a professional network early
28:59-33:21 — Personal branding, content creation, and standing out
33:22-35:12 — Crystal's biggest takeaway for job seekers
35:13-37:42 — AI adoption, resistance, and the future of work
37:43-39:45 — Where to find Crystal and Skill Resy
39:46-40:19 — Final advice for anyone feeling discouraged

💬 What's your biggest challenge right now: finding interviews, building your resume, or standing out online?

🔔 Subscribe for more conversations on career growth, personal branding, sales, leadership, and becoming an elite professional.

🎥 Follow Steven Harris “That Walmart Guy”
https://www.linkedin.com/in/steven-harris-that-walmart-guy/

💼 Build your personal brand:
https://BEVedu.co
https://BEVedu.co/brandbuilders

In this episode of Off Route, I sit down with Steven Harris — better known online as “That Walmart Guy” — to talk about retail leadership, Walmart culture, building a personal brand inside a massive company, content creation, customer service, and how social media can open unexpected doors.

We also talk about:
• Building a brand within a brand
• Walmart Plus + social champion roles
• Leadership on the front end
• Retail culture and customer psychology
• Using LinkedIn to create opportunities
• Why authenticity matters online
• And how consistency builds credibility over time

⏱️ Chapters

00:00-01:10 — Intro + meeting “That Walmart Guy”
01:11-03:15 — Steven’s role inside Walmart
03:16-05:30 — Walmart Plus + social champion explained
05:31-08:15 — Building a personal brand inside a corporation
08:16-11:00 — Customer service + retail leadership
11:01-14:20 — Content creation and social media growth
14:21-18:00 — Authenticity online + building trust
18:01-22:30 — Walmart culture + employee engagement
22:31-27:10 — Leadership lessons from retail
27:11-31:45 — Networking through LinkedIn
31:46-36:00 — Opportunities created through content
36:01-40:20 — Advice for people starting their brand
40:21-45:44 — Final thoughts + consistency wins

💬 If there was something we should expand on, drop it in the comments.

🔔 Subscribe for more Off Route interviews, retail insights, beverage industry conversations, and personal brand strategy.

🎥 Follow Bri on TikTok:
https://www.tiktok.com/@bribuilds456?lang=en

💼 Build your personal brand:
https://BEVedu.co
https://BEVedu.co/brandbuilders

Most people aren’t losing jobs because they lack talent… they’re losing because they don’t know how to package themselves.

In this first interview-style episode of Off Route, I sit down with Bri — former tech recruiter turned content creator — to break down resumes, interviews, ATS systems, personal branding, confidence, content creation, and how to actually stand out online and in the corporate world.

We get into:
• The “6 second resume scan”
• Why bullet points matter
• ATS systems explained simply
• Interview confidence + controlling conversations
• The 3 P’s method for interviews
• Building a brand within a brand
• Why most people overcomplicate personal branding
• And how creating content helped both of us discover our niche

⏱️ Chapters

00:00-02:10 — Intro + meeting Bri
02:11-05:20 — Resume bullet points + standing out
05:21-07:35 — The 6 second resume scan
07:36-09:15 — Employment gaps explained
09:16-12:25 — Interview prep + avoiding rambling
12:26-15:35 — STAR method vs the 3 P’s
15:36-18:15 — Empathy, personality, and archetypes
18:16-21:30 — Self discovery + aligning your career
21:31-24:05 — Building a niche online
24:06-28:30 — ATS systems explained simply
28:31-31:55 — Tailoring resumes + career pivots
31:56-35:20 — Cover letters + personal branding
35:21-39:00 — Confidence, content, and interview prep
39:01-42:40 — Finding your niche through content
42:41-45:20 — Why most people overcomplicate branding
45:21-47:01 — Final thoughts + getting started