Shelf Life: Expert Voices from the Consumer Goods Industry

Why did CPGs stop innovating? We sit down with Bobby Moesta, CEO of The Rewired Group and co-creator of Jobs To Be Done, to unpack why large brands stalled, how innovation drifted into launch theater, and what it takes to build products consumers will actually hire and use. Bobby brings decades of experience across defense, food, and software to reveal a blunt truth: categories are a supply-side fiction, while real competition lives in the moments consumers' own "struggling moments."

We explore how to replace segment thinking with struggling moments, why Snickers competes with coffee and sandwiches, and how “more choice” often lowers velocity by increasing confusion. Bobby lays out a practical reset: start with frank post-mortems, map unknowns early, and design your own innovation process based on your market’s pace of change. Tie teams to outcomes, not ship dates — measure pounds of cash, repeat purchase, and usage occasions instead of margin percent and project completion. Align the big hire (why they buy) with the little hire (when they use), so you grow consumption, not just pantry inventory.

We also dig into AI’s real role in consumer goods. The winners don’t sell AI; they quietly use it to remove friction where talent is scarce and response time matters. Build a kick-ass half, then improve — just like the earliest iPhones. If you’re ready to stop copying features and start solving real jobs, this conversation is your roadmap. Subscribe, share with a teammate who owns a launch calendar, and tell us: what struggling moment will you tackle next?

Tariffs just rewrote the rules — now what?

In this episode of Shelf Life, Joel Beal, CEO of Alloy.ai and “recovering economist,” and Logan Ensign, Alloy.ai's Chief Customer Officer dig into the chaos unleashed by the sudden announcement of new U.S. tariffs. The implications for the consumer goods industry are huge — and unfolding fast.

From conversations with leading brands and retailers, Joel shares what he's hearing in real-time and offers early guidance for decision-makers who need to act — but are frozen by uncertainty.

We cover:

• Why this latest round of tariffs caught most companies off guard — despite the warnings
• Who actually pays for tariffs, and the early-stage tug-of-war between brands, retailers, and consumers
• The ripple effect on manufacturing, freight, pricing, and demand
• Tactical ways companies are already scenario planning and tweaking terms to minimize impact
• Why now is not the time to make major shifts — and what you can do instead
• The surprising potential global shifts in product development and market focus
• What the Nintendo Switch 2 has to do with all this

If you’re trying to balance cost-cutting, pricing, and planning amid the noise — this is the clear-headed breakdown you need.

Join us as we discuss with Joel Beal, CEO of Alloy.ai, the increasing practice of retailers imposing fees on suppliers for data access. We examine how this shift impacts supplier-retailer relationships and the broader implications for the consumer goods industry. In this episode we explore:

• Why Retailers Are Charging for POS Data – Joel Beal explains the factors driving retailers to monetize supplier access to sales and inventory data, from operational costs to new revenue streams.
• Impact on CPGs and Consumer Brands – How these fees affect suppliers' ability to make data-driven decisions, manage inventory, and optimize retail partnerships.
• Strategies for Navigating Data Paywalls – Joel shares insights on how brands can adapt, including leveraging alternative data sources and negotiating better access terms.
• The Future of Retail Data Access – A discussion on whether this trend will continue, what it means for supplier-retailer collaboration, and how technology could change the landscape.

In this episode of Shelf Life, we’re joined by Alexis Lozada, Associate Principal for Supply Chain Planning at Westernacher Consulting. With over two decades of experience at companies like Del Monte Foods and SAP, Alexis shares his unique insights into the evolving landscape of supply chain planning. Together, we explore how consumer goods brands are adapting to trends, leveraging technology, and navigating new challenges in demand planning for 2024. Alexis delves into the skills planners need, the importance of scenario planning, and the strategic shifts reshaping the industry.

Key Topics Covered

• The Planner of the Future: Why modern planners need a blend of communication, quantitative skills, and a network-based perspective.
• Scenario Planning: The pivotal role of scenario analysis in understanding supply chain drivers and managing variability.
• CPG Industry Trends: How changing consumer preferences, private labels, and e-commerce are challenging traditional brands.
• AI in Supply Chain: Separating hype from reality and understanding the practical applications of AI to enhance supply chain processes.

In this episode, we dive deep into the complexities of data management within the consumer goods industry, focusing on how brands can achieve a comprehensive view of their business by connecting data across a multitude of retail, e-commerce, and supply chain partners. 

Hosted by Abby Carruthers, Product Manager at Alloy.ai, the discussion features insights from Manfred Reiche, a subject matter expert in CPG data, and Matthew Nyhus, engineering team lead at Alloy.ai. Together, they break down challenges and solutions related to data normalization—a crucial process for standardizing data from various sources to ensure consistency and comparability. 

From understanding product and location data normalization to tackling the intricacies of time and metric alignment, this episode explores how brands can transform their disparate data into actionable insights that drive sales growth and operational efficiency.

In this episode, you’ll learn about: 

• Data normalization is critical for consumer brands to standardize data from various sources, such as retailers, e-commerce platforms, and supply chain partners, into a common language
• Integrating and managing data from multiple sources involves significant technical and operational challenges, specialized systems can automatically manage these hurdles
• Don’t shy away from the complexities of data normalization - seeking help and leveraging the expertise of others can save significant time and resources while ensuring accurate and actionable insights

Jump into the conversation: 

(00:00) Introduction to Manfred and Matthew
(06:05) Using multiple retailers, integrate data sources for consumer insights
(09:55) Technology, people, and processes in master data management for product distribution
(14:47) Matching products from different sources for rich information visibility
(19:21) Consistency in managing changing product data
(21:59) Supply chain management with flexible, tailored database design 
(25:24) How automation can reduce workload by 95% for all your teams
(29:45) Knowing servicing locations and translating insights for internal teams
(31:38) Distinguishing between brick-and-mortar and e-commerce sales 
(34:17) Understanding net sales across channels, including returns and tax
(40:13) Backend stores metric values
(44:02) Retail data analysis pitfalls
(47:17) Being cautious with IT assumptions

Consumers are behaving weirdly. Retailers are responding.

In this special bonus episode, our hosts, Joel Beal and Logan Ensign, dive deep into the latest earnings reports and economic trends. Joel, a recovering economist, brings his expertise to decode the complex relationship between consumer spending, inflation, and market reactions. Discover why higher-income consumers are still splurging, the hidden dynamics of retail pricing and shrinkflation, and which retail sectors are poised to thrive. 

If you're keen to understand the economic forces shaping the retail landscape, this episode is a must-listen. Join us for an enlightening conversation that sheds light on what to expect in the second half of the year.

In this episode, you’ll learn about: 

• Understanding consumer spending patterns and market reactions can help you navigate these uncertain times and spot opportunities ahead of the curve
• Expect negotiations with suppliers to become tougher, with many retailers pushing for lower prices
• Don’t underestimate the power of private-label products - they offer a way to provide cost-effective consumer options while maintaining control over pricing

Jump into the conversation: 

00:00 People are waiting for economic downturn after a long period of prosperity
05:49 Economic data affects markets, rate cuts expected
09:06 Inflation flat, retailers cutting prices for consumers
12:33 Shifts in consumer shopping patterns
13:58 Why and how some brands are now targeting higher-income buyers

What if all companies worked toward creating a transparent, efficient, and ethical supply chain landscape?

In this episode, we welcome Peter Smith, a seasoned executive with a rich background working for major companies such as Carters, Party City, and VF Corporation. Joined by our hosts Logan Ensign and Joel Beal, we're diving deep into the evolving landscape of consumer brands and the retail market.

Peter shares his insights on how brands can better collaborate with retailer partners,  on the declining dominance of large monolithic brands, the rise of lesser-known brands, and the significance of data transparency and collaboration across various departments and external partnerships. We'll explore the challenges that new brands face as they strive to sustain initial success and navigate a rapidly changing market, and discuss the transformation in data availability and its crucial role in supply chain management.

In this episode, you’ll learn about: 

• How  data transparency can improve collaboration across sales, marketing, and supply chain department
• The different strategies your business can adopt to sustain success in rapidly changing markets
• Practical applications of AI that have a profound impact on supply chain operations

Jump into the conversation: 

00:00 Critical data areas: inventory and supply chain
09:39 Data-driven market analysis improves product performance
13:04 Supplier challenges in negotiating discounts transparently
18:47 Increased data communication and transparency between organizations
23:13 High-quality global manufacturing accessibility for startup brands
29:58 Advocating for data transparency within organizations
35:58 Leveraging machine learning for supply chain insights
39:05 Machine learning replicates human intuition for guessing

What comes to mind when you hear the words ‘sales data’? 

Alloy.ai’s resident expert on all things related to retail data, Manfred Reiche, says there’s a whole realm of information you’re likely missing out on when it comes to the sales data bucket. In this episode, we delve into the intricacies of point-of-sale data and its transformative impact on the consumer goods industry. 

Listen in as we explore the critical role of data analysis in uncovering regional problems, managing inventory, and enhancing decision-making across various company sizes. From the importance of granularity in data to the necessity of breaking down silos within organizations, this discussion promises to shed light on how businesses can leverage vast data sets to drive success. 

Three Key Takeaways: 

1. Accumulating data isn't enough, the key is to convert it into insights that drive action and that’s where granularity and AI play pivotal roles
2. Encourage cooperation between different business units - breaking down silos can lead to more synchronized decision-making and better use of POS data
3. Transition from traditional methods to using real-time POS data for forecasting to better predict market behaviors and enhance supply chain decisions
   
   

AI in supply chains isn't just about crunching data—it's about creating bridges between complex info and everyday decision-making.

In this episode, Lasse Holmstedt, VP of Engineering at Alloy.ai, joins us to discuss the dynamic role of generative AI and large language models within the consumer goods sector. Throughout the conversation, we delve not only into the innovative application of AI technologies that encompass forecasting and data harmonization but also highlight the critical importance of maintaining clean and accurate data for AI effectiveness.

Listen in for a deeper understanding of the potential and pitfalls of using pre-trained AI models. Along the way we’ll also explore strategies to safeguard sensitive business data and discover how AI can transform sales and demand planning processes.

Three Key Takeaways:

• Explore leveraging textual and qualitative data in addition to numerical approaches to enhance decision-making processes while mitigating risk
• Consider applications of AI for enhanced visibility and predictive capabilities in inventory management, forecasting, and cross-platform product matching for more efficient operations
• Establish a clear data governance framework to ensure that data fed into AI systems is accurate, up-to-date, and free from errors, laying a solid foundation for reliable AI outputs

In this episode, we’re joined by Zach Horton, Senior Director of Logistics and Supply & Demand Planning at Ember Technologies, Inc. From handling Ember's exponential growth to integrating cutting-edge technology into the heart of their supply chain, Zach shares invaluable insights on the role of AI, the essence of culture, and the art of innovative product development. 

Tune in to learn not just how to plan for the future but to shape it with wisdom, agility, and the invaluable FIO (figure it out) mindset. Because in today's fast-paced world, it's not just about the product—it's about the people you serve and the team that drives you. Stay ahead of the curve with us, right here, on the Shelf Life Podcast.

Three Key Takeaways: 

• The implementation of a robust sales and operations planning process is pivotal for successful startup growth, promoting transparency and accountability
• AI holds the promise to revolutionize planning and analysis, offering a glimpse into future consumer products industry advancements
• F.I.O - Figure It Out: champion a proactive work culture and encourage your team to embrace challenges with an innovative spirit