The CPG Guys

The CPG Guys are joined in this episode by Matt Gregory, EVP & Chief Customer Officer North America at Unilever.

Follow Matt on LinkedIn at: https://www.linkedin.com/in/matt-gregory-b702567

Follow Unilever online at: http://unilever.com

Matt answers these questions:

1. As Chief Customer Officer, what are your top priorities for Unilever's customer partnerships this year, and how have those priorities evolved from your previous roles?
2. Unilever spans many categories and channels. How do you balance a single, coherent customer strategy with the diverse needs of retailers, wholesalers, and direct-to-consumer partners? 
3. What makes for a truly effective retailer collaboration from a customer-first perspective? Can you share thoughts on what constitutes a partnership that delivered measurable value for both a CPG brand and retailer?  
4. How has Unilever adapted its customer strategy to omnichannel realities—store visits, digital marketplaces, and social commerce? What role do retailers play in orchestrating that journey?
5. In times of supply chain disruption, what are the key lessons for maintaining strong customer relationships, and how do you collaborate with retailers to mitigate risk for both sides?
6. When a brand is already as big and established as Dove, growth typically gets harder—not easier. Yet, Dove is experiencing approximately double-digit growth in the U.S. over the last year. What’s the unlock that allows brands like Dove to continue deepening relevance and sustaining that level of momentum?
7. What competencies and capabilities do you prioritize when building and leading a high-performance customer organization? How do you foster cross-functional collaboration with sales, marketing, and supply chain?
8. Looking ahead 3–5 years, what are the biggest shifts you anticipate in retailer-CPG partnerships, and where should brands and retailers collaborate most closely to win in the evolving landscape? 
9. You’ve had a career that spans GM roles and commercially focused leadership positions. What have you learned in your personal and professional history that you find yourself using most in your role today?
10. What’s something the industry is still doing today that you think we’ll look back on in five years and wonder, “why were we doing it that way?”
11. What excites you most about agentic AI and how it could reshape the shopping experience? And what, if anything, gives you pause?
12. If you could make one singular change to positively impact the CPG industry, what would it be and why?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Kroger leadership changes
• The magnitude of SNAP benefit changes
• Expansion of <30 minute delivery services
• Costco selling more gasoline

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this  episode by Mike Wysong, CEO of CARE Pharmacies, Inc., a growing pharmacy network having served communities like your own for more than 64 years. 

CARE Pharmacies combines the quality of a trusted local pharmacy with the growth and stability of a national organization. With over 130 pharmacies nationwide and growing, CARE understands its patients, their special needs, prescriptions, local community health concerns, and the importance of personalized CARE - the building blocks to a healthy family and a strong local community.

Follow Mike on LinkedIn at: https://www.linkedin.com/in/michael-wysong-a01626b/

Follow CARE online at: https://www.carepharmacies.com/

Mike answers these questions:

1. What is the biggest lesson from those early days carrying the bag that you still lean on today as a CEO? 
2. What was that first fundamental structural or cultural shift you had to make to change that trajectory? 
3. How do you get independent owners to genuinely align on shared procurement, brand messages, and technology without stripping away that local entrepreneurship that makes them special? 
4. How does a cooperative structure create the necessary scale to let local community pharmacies win on price? 
5. From your seat, how can consumer product groups (CPGs) and OTC manufacturers better bridge those gaps to collaborate with a regional pharmacy layout like CARE? 
6. What are the top criteria or data-backed insights an emerging brand needs to bring to you today to earn shelf space over a legacy CPG giant? 
7. For emerging wellness or OTC brands listening to this show, what's your advice on the sales function—should they try to go it alone, or do they need to hire a specialized broker who truly understands regional drug chains? 
8. How are you helping independent pharmacies roll out complex tech, health informatics, and AI tools without eroding the high-touch, hyper-local intimacy that defines community pharmacy? 
9. As baby boomers choose to remain in their homes longer, how does the role of the community pharmacy transform from a simple script dispensary into an essential connector of the home health ecosystem? 
10. How critical is having a real-time view of inventory and fulfillment data to protecting your owners' bottom lines? 
11. As a board member and past chair of the NACDS, what is the most urgent story the industry needs to keep telling to protect its clinical and commercial relevance? 
12. What is the single biggest blind spot that corporate CPG executives have when they try to partner with independent, community-based retail networks? 

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Bob Nolan, SVP of Growth Science at Conagra Brands. Conagra’s portfolio of iconic and emerging food brands continues to evolve to offer contemporary choices for every occasion. 

Follow Bob on LinkedIn at: https://www.linkedin.com/in/bob-nolan-938b726/

Follow Conagra Brands online at: https://www.conagrabrands.com/

Bob answers these questions:

1. What was the "breaking point" where you realized that asking consumers what they wanted was actually leading the company toward failed launches?
2. In the context of your CAGNY 2026 presentation, how do you define the "Validation Trap," and why is it so dangerous for legacy CPG brands today?
3. One of your biggest wins was identifying the "Bowl" trend (Healthy Choice Power Bowls) via behavioral data while the rest of the industry was still testing "Trays." How would traditional validation have killed that multi-million dollar insight?
4. If you’ve cut traditional testing to zero, how do you now "pre-flight" a major innovation like the Rebel Roots Tallow Sticks or the Dolly Parton line without the safety net of a focus group?
5. How does AI-driven "Demand Science" replace the human element of traditional market research? 
6. At CAGNY, you spoke about demand science as a key growth driver. How does moving away from "validation" allow Conagra to be more "provocative" and take risks that traditional research would have deemed "too polarizing"?
7. You use data from Whole Foods and Sprouts to predict what will happen in Kroger and Walmart two years later. Is the "Natural Channel" your new version of a test market, and how does that data-flow work?
8. You’ve positioned Conagra as a beneficiary of GLP-1 drugs rather than a victim. How did behavioral science—rather than consumer surveys—help you realize that these users aren't eating less of everything, but are actually pivoting toward specific nutrient-dense frozen options?
9. Validation takes months; social trends move in days. How has the "Death of Validation" increased your speed-to-market? Can you give us an example of an "idea-to-shelf" timeline that would have been impossible under the old model?
10. For the Brand Managers out there who are still terrified to launch a product without a "Green Score" from a testing agency, what is your message to them about the risk of not evolving past validation?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Walmart results
• Target results
• Grocery isn’t keeping up
• Kroger growth opportunities

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

This is a crossover episode with Wendy Liebmann, CEO and Chief Shopper at WSL Strategic and host of the Future Shop podcast.

Follow Wendy on LinkedIn at: https://www.linkedin.com/in/wendyliebmann

Follow WSL Strategic Retail online at: https://wslstrategicretail.com/

Follow Future Shop on Apple Podcasts at: https://podcasts.apple.com/us/podcast/future-shop-podcast-with-wsl/id1498794016

Follow Future Shop on Spotify at: https://open.spotify.com/show/5147LMxl6Y1duhPahtPOnr?si=BBEYheSMR3K27zZ_7JNrZQ

In this episode of Future Shop, Wendy Liebmann sits down with the industry’s most plugged-in duo, Peter V.S. Bond and Sri Rajagopalan (The CPG Guys), to dissect a retail landscape currently in the throes of a "hot mess" transformation. They navigate the complex collision of agentic AI, the shifting power of retail media, and a growing leadership talent crisis. From why Target is struggling to the "intransigence" of Trader Joe's e-commerce stance, this conversation reveals why the old rules of retail no longer apply in a world where 100% of purchases are digitally influenced. 
Highlights:

1. The AI Pivot: Why brand websites are shifting from consumer journeys to LLM data repositories. 
2. The Retail Media Paradox: How budget silos are making retail media counterproductive for merchants. 
3. Talent Gaps: The urgent need for C-suite leaders to understand TikTok and social trends, not just P&L management. 
4. Store Evolution: Why the physical store must pivot to "high discovery" perimeter experiences while center-store moves online. 
5. Who’s Winning & Not:  Retailers and brands who recognize why old rules don’t apply.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea byRaj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Sammi Zola and Pete Fox from Haleon plus Andrew Butz from Kroger Precision Marketing.

This episode was recorded at 84.51 in Cincinnati, Ohio.

Follow Sammi on LinkedIn at: https://www.linkedin.com/in/samanthakliff/

Follow Pete on Linkedin at: https://www.linkedin.com/in/pete-fox-91b57/

Follow Andrew on LinkedIn at: https://www.linkedin.com/in/andrewbutz/

Follow Haleon online at: http://haleon.com

Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketing

Follow KPM online at: http://www.krogerprecisionmarketing.com

They answer these questions:

1. Tell us who you are, what your role is, and what ‘turning insights into action’ means in practical terms from where you sit.
2. From a category strategy standpoint, what’s driving that? And Sammi, how is changing media consumption behavior adding fuel to that fire?
3. How has the job of category insights actually changed in the last year at Haleon? 
4. As your team builds out activation plans, what separates purchase data that is genuinely actionable from data that is merely informative? 
5. How is AI specifically changing your ability to deliver faster, more relevant insights to your brand partners — and what does that look like in practice?
6. What are the most surprising shopper insights your team has surfaced in the past year? 
7. Can you share a real moment where faster insights directly changed a media decision mid-flight? 
8. Beyond data delivery, how are retail media networks like KPM evolving their role to help brand partners optimize in real time?
9. How are you modernizing your approach to how you leverage retail data in your planning and activation process? 
10. What does the gap look like between where most CPG brands are today in terms of insight-to-action speed, and where the leaders are? What separates the two?
11. How are you building the connective tissue between Pete’s world and Sammi’s world at Haleon — and what does that collaboration unlock?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea byRaj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce. 

This week’s topics:

• Grocery Inflation
• Quarterly Earnings
• Starbucks Layoffs
• Target Board Battles

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys are joined in this episode by Barbara Connors VP of Strategy & Activation and Brian Downey, Senior Director at Kroger Precision Marketing (KPM), the retail media business of Kroger designed to make brand advertising more effective by closing the loop between media exposure and store sales. Powered by 84.51˚ data science, and Kroger’s popular loyalty card program, KPM connects consumers to brands through engaging moments that inspire purchasing online or in-store.

Follow Barbara on LinkedIn at: https://www.linkedin.com/in/barbara-connors-10312810

Follow Brian on LinkedIn at: https://www.linkedin.com/in/brian-dowey-079b018

Follow KPM on LinkedIn at: https://www.linkedin.com/company/krogerprecisionmarketing

Follow KPM online at: http://www.krogerprecisionmarketing.com

They answer these questions:

1. Please introduce yourselves and your roles at KPM
2. What does genuine alignment between a CPG brand and a retailer actually look like in practice — versus the version of alignment that’s mostly just a slide in a JBP deck?
3. How does that reframe the way you think a brand team should walk into a retailer conversation, and what do most brands still get wrong?
4. How do you help brands build a singular strategic framework that still gives each team the flexibility it needs — without creating chaos?
5. Where do you see the biggest mindset shifts still required — on the brand side and on the retailer side — to make that evolution real?
6. What are the most sophisticated users doing with it that the average user isn’t — and what does ‘near real-time’ insight access actually change about how brands plan?
7. What are the two or three decisions that have to be locked in early for a joint brand-retailer strategy to actually deliver?
8. How can brands use retailer insights to anticipate where preferences are going—not just report where they’ve been?
9. In practical terms, what does true integration across data, insights, activation, and measurement look like — and where do you see brand teams still getting stuck?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast. 

The CPG Guys recap their attendance at the 2026 Amazon Upfront event which took place in New York City at the Beacon Theatre on May 11.

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.