Shelf Talkers

This week, Adam sits down with Michael Fisher, founder of Rotten, a better-for-you candy brand that’s shaking up the confectionery aisle. With black packaging, wild 1980s-inspired characters, and unapologetic attitude, Rotten is proving that healthier candy doesn’t have to look healthy to win over shoppers.

Michael shares the story of how he built the brand from scratch — literally starting in his kitchen — and why his design and marketing choices intentionally break the mold of typical “clean” brands. From DIY product formulation to clever guerrilla tactics that got him in a little trouble at trade shows, this conversation is packed with lessons for founders who want to stand out, not blend in.

🧠 What We Covered:

• How Michael’s frustration with existing “healthy” candies led to the creation of Rotten

• Why the brand’s grungy 80s cartoon aesthetic helps it stand apart from typical wellness brands

• The home kitchen experiments that shaped Rotten’s first formulations before going commercial

• How Michael approaches trade shows as opportunities to introduce his products to new audiences

• The strategic decision to lead with fun and indulgence on packaging, and let the “low sugar” message come second

• The guerrilla marketing stunt that got Rotten noticed (and maybe a few stern looks from show organizers)

🧃 About Rotten:

Rotten is a better-for-you candy brand that proves you don’t have to sacrifice fun for flavor. With low sugar, bold packaging, and nostalgic characters, Rotten brings rebellion back to the candy aisle.
👉 Learn more at eatrotten.com

🎧 About Shelf Talkers

Shelf Talkers is hosted by Adam Feller, founder and creative director of Avidity Creative — a branding and design agency that helps food and beverage brands level up through strategy, identity, and packaging that sells.

If you enjoyed this episode, follow Adam on LinkedIn for more conversations, insights, and behind-the-scenes looks at what it takes to build standout CPG brands.

Summary:
You finally did it—your product’s on the shelf. But as Alli Ball says, “that’s when the real work begins.”

In this episode, host Adam Feller talks with Alli Ball, founder and CEO of Food Biz Wiz®, about what happens afterthat big retail win. Drawing from her experience as a grocery buyer and CPG coach, Alli shares what founders need to focus on once they’re in stores — from building strong relationships with buyers to tracking store performance and driving real velocity.

You’ll learn how to avoid the “set it and forget it” trap, what to do if you lose distribution, and how to make those crucial first 30 days in-store count.

In This Episode:

• Why “getting in” isn’t the finish line — it’s the starting point.

• How to track and respond when stores underperform or drop your product.

• Strategies for getting back into lost stores (and how a new SKU can help).

• The critical role of demos and launch campaigns in your first 30 days.

• How to balance “velocity vs. doors” and find your ideal rate of movement.

• What to do if you’re being pushed to grow faster than you’re ready for.

• How to show up as the confident, strategic business owner your brand needs.

About Our Guest:
Alli Ball is the founder & CEO of Food Biz Wiz® and the creator of Retail Ready®, an online program that’s helped over 3,000 packaged food and beverage brands thrive on retail shelves. As a former grocery buyer turned wholesale consultant, Alli helps brands understand how to get on the shelf — and what it takes to stay there.

🎧 Listen to Alli’s own award-winning podcast, Food Biz Wiz®, or learn more about her programs at AlliBall.com.

Host: Adam Feller
Presented by: Shelf Talkers Podcast – conversations with the people shaping the future of food & beverage.

In this episode of Shelf Talkers, Adam sits down with Dr. James Richardson, founder of Premium Growth Solutions and author of the best-selling CPG book Ramping Your Brand. Together, they dive into what it really takes for small CPG brands to grow — and more importantly, how to know when they’re actually ready for that growth.

Dr. Richardson shares why “steady, incremental growth without really trying” is one of the biggest indicators that your brand is built for scale. He explains that if your sales are increasing without major marketing pushes — and you still don’t fully know your customers — you might be on the verge of real momentum.

They also explore the difference between brands with a cult-like following and those still building their base. As Dr. Richardson puts it, “If you’ve got fans who will buy no matter what, it’s time to get into as many stores as you can.” But if you don’t, there’s foundational work to do first.

The conversation also touches on:

• The biggest risks of over-expansion.
• Why strong shelf velocity beats store count every time.
• The importance of working capital, team alignment, and even founder mindset in scaling.
• How strategic branding fits into the growth equation — and why clarity of message always wins over flashy design.
• Common scaling myths, including the idea that you need a big team instead of the right team — as seen in RXBAR’s over-hiring lesson.

This episode is a must-listen for any founder thinking about taking their CPG brand from steady sales to sustainable scale.

🔗 Connect with Dr. James Richardson on LinkedIn: linkedin.com/in/premiumgrowthsolutions

Shelf Talkers is produced by Avidity Creative — a branding and packaging design agency helping food and beverage brands stand out on the shelf and scale with confidence.

In this episode of Shelf Talkers, Adam sits down with Stevie Belchak and Alexandra Watkins, two naming experts from the aptly named agency Eat My Words. Together, they unpack the creative chaos behind crafting unforgettable brand names, from the logic that drives their process to the instincts that make a name stick.

Alexandra shares her journey from copywriter to naming icon (including her claim to fame — naming Wendy’s legendary Baconator), while Stevie offers insight into how strategy and wordplay collide to shape memorable identities. Then things get lively as the trio trade off naming hits and misses, debating which brand names they love, which ones they can’t stand, and why.

If you’ve ever struggled to name your product, or wondered what makes a name good, this is an episode you don’t want to miss.

🧠 Key Takeaways

• What separates a clever name from a confusing one

• Why emotional connection often beats literal meaning

• How cultural context and humor can elevate a name

• The surprising stories behind some of your favorite (and least favorite) brand names

• Why “Baconator” might be one of the best product names ever created

👥 Connect with the Guests

Stevie Belchak – LinkedIn
Alexandra Watkins – LinkedIn
Eat My Words – https://eatmywords.com

🚀 Learn More

Discover how Avidity Creative helps food and beverage brands build unforgettable identities at AvidityCreative.com

In this episode of Shelf Talkers, Adam sits down with Rachel Klein, founder of Revival, a brand that once brought craft almond butters to hundreds of shelves across the U.S. Rachel opens up about her unconventional journey into CPG, the rollercoaster of scaling into Walmart, and the difficult decision to close her company after a decade. Her story is raw, honest, and packed with lessons for every founder navigating the highs and lows of building a food brand.

Key Takeaways:

• How Rachel went from Pilates instructor to almond butter entrepreneur.

• The realities of scaling from farmers markets to 1,000 Walmart stores.

• Why working capital and investment decisions matter more than passion alone.

• The challenges of being overly reliant on one retail partner.

• The freedom—and lessons—that come with knowing when to walk away.

• LinkedIn: Rachel Klein

• Website: Revival Foods

At Avidity, we help bold food & beverage brands build strategy and packaging that stops shoppers in their tracks. Explore our work at aviditycreative.com

In this episode, Jimmy Feeman, co-founder of NoBaked, shares the sweet story behind their edible cookie dough brand. From starting as a dessert shop to pivoting to DTC during the pandemic and entering retail, Jimmy talks about the challenges and triumphs of growing a brand with his wife, Megan.

What We Cover:

• 
  
• The leap from office job to entrepreneur and starting the business with his wife
• 
  
• The pandemic pivot: transitioning from a franchise cookie dough shop to a DTC model and expanding to retail
• 
  
• Why they chose cookie dough as their product and how they built a brand around it
• What’s next for NoBaked as they continue to grow and innovate

• 
  

  Guest Info:

  Name: Jimmy Feeman
  Title/Company: Co-Founder, NoBaked
  Connect: NoBaked Website

  
  

  Resources & Links:

  NoBaked Website
  

  Let’s Connect:

  Like what you heard?
  Subscribe, leave a review, and follow me on LinkedIn → Adam Feller on LinkedIn
  More at aviditycreative.com

Local creators aren’t just more relatable, they’re more effective. In this episode, Charise Flynn of Hummingbirds breaks down why tapping into smaller, community-based influencers can help CPG brands connect more deeply and authentically with their customers.

What We Cover:

• How local influencers build stronger, more accurate connections with your audience

• Why giving creators content direction—but creative freedom—leads to better engagement

• The long-term ROI of working with smaller, more authentic voices

Guest Info:

Name: Charise Flynn

Title/Company: Co-founder, Hummingbirds

Connect: https://www.linkedin.com/in/chariseflynn

Resources & Links:

Hummingbirds → https://www.hummingbirds.com/Follow Charise on LinkedIn → https://www.linkedin.com/in/chariseflynn

Learn more about Avidity Creative → https://aviditycreative.com

Book a discovery call → https://aviditycreative.com/contact

👋 Let’s Connect:Like what you heard?Subscribe, leave a review, and follow me on LinkedIn → https://www.linkedin.com/in/adamfeller/

More at aviditycreative.com

Great food photography does more than look good, it drives connection, brand trust, and sales. In this episode, renowned food photographer Chava Oropesa shares what separates pro-level work from DIY shots, how to collaborate well with a photographer, and why choosing the right one is about more than just their portfolio.

🧠 What We Cover:

• Why investing in professional photography pays off in brand equity

• How Chava balances his personal style with each brand’s identity

• What brands should look for in a long-term creative partner

• Tips for prepping for a successful shoot—including licensing and usage planning

👤 Guest Info:

Name: Chava Oropesa

Title/Company: Photographer & Creative Director

Connect: https://www.oropesacreative.com/ | https://www.linkedin.com/in/chava-oropesa/

👋 Let’s Connect:

Like what you heard?

Subscribe, leave a review, and follow me on LinkedIn → https://www.linkedin.com/in/adamfeller/
More at aviditycreative.com

Too many CPG brands treat brand strategy as a one-and-done exercise, or skip it altogether. In this episode, brand strategist Kelly Bennett breaks down why strategy should guide everything from packaging to partnerships, and how her approach shifts depending on whether a brand is just starting out or refining its next stage of growth.

🧠 What We Cover:

• Why brand strategy is the heart of a successful CPG business

• The key differences in strategy work for startups vs. established brands

• How outside perspective can help realign your brand when you’re too close to it

👤 Guest Info:

Name: Kelly Bennett

Title/Company: Brand Strategist

Connect: LinkedIn | withkellybennett.com

🔗 Resources & Links:

Kelly’s site: withkellybennett.com

Adam’s site: aviditycreative.com

Book a discovery call: https://www.aviditycreative.com/contact

👋 Let’s Connect:

Like what you heard?

Subscribe, leave a review, and follow me on LinkedIn → https://www.linkedin.com/in/adamfeller/

More at aviditycreative.com

Jordan Buckner built a promising CPG brand then walked away. In this episode, he shares why he shut down Tea Squares, how burnout shaped his next move, and how he’s now helping hundreds of food and beverage founders grow through FoodBevy.

What We Cover:

• Navigating CPG as a Beginner Entrepreneur
• Burnout and Knowing When to Quit
• Building a CPG Community for Resources and Education

Guest Info:

Name: Jordan Buckner

Title/Company: Founder, FoodBevy

Connect: https://www.linkedin.com/in/jordanbuckner/

Resources & Links:

https://www.foodbevy.com/

https://aviditycreative.com/podcast

https://aviditycreative.com/contact

Let’s Connect:

Like what you heard?

Subscribe, leave a review, and follow me on LinkedIn → https://www.linkedin.com/in/adamfeller/

More at aviditycreative.com