The Octopus Podcast

Getting your food or beverage brand onto a grocery shelf sounds like the ultimate goal. But what if getting there is actually where the real fight begins?

On this episode of The Octopus Podcast, Mike Levinson pulls back the curtain on the brutal reality of grocery retail for emerging CPG brands. His message is simple: you’re not owning that shelf, you’re renting space.

Small and emerging food brands are competing for limited shelf space against private-label products, major CPG companies, and brands with significantly more money and resources. Even when you finally get the coveted retail placement, you can still face distributor fees, deductions, slotting costs, low velocity, and the constant threat of getting knocked off the shelf.

So what's the alternative?

Mike argues that emerging food, beverage, snack, and CPG brands need to stop obsessing over getting into the biggest grocery chains and start by owning their backyard. Build local distribution. Know exactly who your customer is. Create brand awareness and loyalty. Use social media to build an emotional connection. Generate sales, data, and traction—and make the retailers come looking for you.

In this episode, Mike breaks down why so many emerging brands fail, the grocery retail trap, the rise of private label, why chasing major retailers too early can backfire, and how small CPG brands can build a foundation for sustainable growth.

Because the goal isn't simply to get on the shelf.

The goal is to build a brand that makes the buyer want your shelf space.

Key topics: CPG brands • food & beverage brands • grocery retail • grocery buyers • emerging brands • private label • food distribution • brand awareness • customer loyalty • social media marketing • alternative retail channels • local distribution • startup food brands

#CPG #FoodBrands #GroceryRetail #FoodAndBeverage #ConsumerBrands #CPGBrands #FoodEntrepreneurs #BrandBuilding #GroceryStores #RetailStrategy

Three founders. Three very different CPG brands. One brutally honest conversation about what actually sells outside grocery retail. Mike Levinson sits down with Audrey Rowe of Rowe’s Macaroons, Patrick of OMW Foods, and Taylor Ellison and Meredith Hearn of Wild Blood to break down how smart packaging, sharp positioning, and the right channel strategy can make a product stand out in crowded categories. If you’re building a food or beverage brand, this episode is packed with the kind of real-world distribution insight most founders learn too late. You’ll hear how Audrey turned a family-inspired chocolate macaroon into a cult-favorite, gluten-free product and why she’s leaning into coffee shops, specialty grocers, and corporate gifting instead of chasing big-box scale too early. Patrick shares how OMW Foods reinvented peanut butter and jelly with a shelf-stable, spouted pouch built for hiking, campus life, vending, and on-the-go snacking. Taylor and Meredith explain how Wild Blood is taking coconut water beyond the carton with a craft-focused brand, still and sparkling varieties, and a channel strategy aimed at gyms, music venues, universities, and nightlife. We break down what makes a brand feel premium, why packaging can matter as much as flavor, and how each founder is thinking about growth in 2026 and 2027 without falling into the trap of trying to be everywhere at once. Mike also makes the case for owning your backyard first and shows why alternative channels may be the smartest path for emerging CPG brands. Essential listening if you care about food and beverage innovation, DTC, retail strategy, or building a brand people actually remember.

Mike Levinson breaks down why traditional food service brokers often underperform for emerging brands, what brokers actually do, and how brands should think about distribution, demand creation, and accountability instead. This is a solo, opinionated episode focused on practical advice for brands trying to navigate fragmented food service channels.

In this episode:

• Mike defines what a broker is and distinguishes between grocery retail brokers and food service or alternative channel brokers.
• He explains why food service is far more fragmented than retail, with different selling motions for colleges, corporate campuses, restaurants, hotels, military, cruise lines, and airlines.
• He mentions that the classic broker model worked better when brands needed help pioneering distribution, but today many brokers carry too many lines to meaningfully push a smaller brand.
• He says most brokers want existing distribution and a retainer, rather than doing the hard work of building a brand from scratch.
• He advises brands to ask specific questions before hiring a broker: where they play, how many lines they carry, what data they share, how often they meet, and whether they can provide references.
• He stresses that brands must create demand themselves and not expect brokers to do it for them.
• He recommends proving the concept locally first, opening distribution, and then asking distributors for broker recommendations.
• He contrasts that with his own model at FS Octopus, which he describes as transparent, retainer-based, and focused on shared visibility into calls, samples, and account activity.
• He explains why he does not work on commission, citing cash flow, time investment, transparency, and the need for both sides to be fully committed.
• He frames the right relationship as fractional sales support, not a passive outsource arrangement.

Grocery retail can be a trap for emerging food and beverage brands. Mike Levinson explains why the real growth may be hiding in your backyard—and how smaller, fragmented channels can create faster traction, better feedback, and less painful sell-through. He breaks down the mistake too many brands make when they chase big-box grocery shelves before they’ve earned local momentum. Instead of fighting for space in a bloodbath of 35,000 to 50,000 SKUs, Mike makes the case for building in independent accounts, micro markets, hospitality, campuses, convenience, and other alternative channels where brands can actually get noticed.

In this episode, you will discovery:

• Why “owning your backyard” matters more than chasing distant national accounts
• How grocery retail and food service buy completely differently
• The channels Mike prioritizes for single-serve snacks, drinks, and grab-and-go items
• Why private label and giant incumbents are squeezing out smaller brands
• How the TOM method organizes outreach across multiple food service and alternative channel segments

Mike also opens up his operating model behind FS Octopus, including his straight-retainer approach, the TOM cohort program, weekly office hours, WhatsApp collaboration, sample requests, and the education framework he uses to help brands navigate distribution without getting buried in paperwork.If you’re an emerging CPG brand, a founder trying to build distribution, or a food service operator looking for a smarter path to growth, this episode gives you a practical roadmap for where to focus next—and why the biggest shelf is not always the best one. Perfect for brand owners who want real traction without burning time and money chasing the wrong retail strategy.

Mike Levinson and Hunter Hebestreet break down how AI-powered smart vending machines are turning overlooked spaces into high-conversion retail channels, why multifamily has become the sweet spot, and what brands need to know if they want a shot at repeat purchases instead of one-and-done trial. You’ll discover:

• Why Hunter walked away from burnout in healthcare sales to build an AI vending business
• How his North American Micromart machines work like “Amazon Go in a box”
• Why multifamily buildings can outperform traditional vending locations when branding, convenience, and product mix align
• The data behind a Denver property where more than 85% of residents used the machine monthly
• Why drinks drive more than 60% of sales, and why snack, beverage, and freezer assortment matters more than most operators realize
• How AI-generated proposals, free goods, and relentless follow-up help win placements
• Why packaging can matter more than product education when shoppers are making impulse decisions on the spot

Mike also pushes on the bigger question every brand should care about: where does trial actually happen if grocery is a bloodbath? Hunter’s answer makes a strong case for micro markets, smart stores, and vending as a channel built for emerging brands that have the right product, the right price, and the right presentation.Hunter shares what sells, what doesn’t, and where he’s expanding next, including new Colorado Springs locations and a growing appetite for brands that can stand out without needing a huge ad budget. If you’re a founder, operator, or brand trying to break through retail noise, this is the kind of episode that could change how you think about distribution.Perfect for emerging CPG brands, snack and beverage founders, and anyone looking for a smarter way to reach customers outside traditional grocery.

Trade shows are bleeding emerging brands dry, and most of the ROI everyone promises is smoke and mirrors. Shannon Peffley breaks down a radically different model for getting CPG brands in front of real buyers without wasting tens of thousands on a booth, freight, unions, hotels, and dead-end follow-up.  Mike Levinson and Shannon Peffley get blunt about what actually works in food and beverage trade shows - and what doesn’t. From the hidden costs that crush small brands to the post-show mistakes that kill momentum, this conversation cuts through the hype around Expo West and the broader trade show circuit.You’ll discover:

• Why most small brands should stop exhibiting alone and start thinking in pavilions, shared spaces, and buyer-focused ecosystems
• The exact support CPGX offers brands before, during, and after a show, including booth setup guidance, shipping help, scanning, networking, and buyer outreach
• Why trade show ROI is so hard to measure, and why the real value often comes from the follow-up most brands never do
• Which shows actually deliver for emerging brands, including Sweet and Snacks, NAMA, and Acuffs
• Why stopping at grocery retail is a mistake, and how food service, micro markets, universities, convenience, hospitality, cruise lines, and distributors open new doors

Shannon also explains how CPGX is building something different for 2027 in Savannah, Georgia - a trade show designed specifically for emerging brands under roughly $12M to $15M in sales, with affordable booth pricing, a consumer-facing final day, and 20% of profits returned to exhibitors. It’s a model built around value, not gatekeeping.If you’re a brand that’s tired of paying for exposure with no clear payoff, or a buyer looking for the next serious CPG products before everyone else catches on, this episode will change how you think about trade shows. Essential listening if you want smarter growth, better connections, and a real shot at ROI.Guest Credibility: Shannon Peffley is the force behind CPGX, a CPG ecosystem built to help brands get in front of buyers more affordably and effectively. He brings first-hand industry experience as someone who has owned a brand, supported brands, and lived the pain points trade shows create for smaller companies.

TikTok Shop is not a fad - it is where emerging CPG brands can still capture attention, build demand, and unlock real sales before the big brands fully crowd in. Jake Bjorseth explains why the smartest brands are betting on social commerce now, and why waiting could mean getting boxed out later. Mike Levinson and Jake Bjorseth break down the new playbook for consumer brands that want more than expensive grocery distribution and invisible ads. If you are a founder, marketer, or brand operator trying to grow a food, beverage, beauty, apparel, or other consumer product, this conversation gives you the clearest case yet for why TikTok Shop belongs in your strategy. You’ll discover:

• Why grocery retail is often a brutal, money-losing path for smaller brands
• Why Amazon still matters for visibility, but may not be enough on its own
• How TikTok Shop’s creator program actually drives sales through trusted, contextual recommendations
• Why “contentable” products outperform feature-and-benefit marketing
• How repetition, entertainment, and emotional storytelling turn a product into something people want to share
• The exact first step Jake recommends for brands that feel intimidated by TikTok Shop

Jake also shares how his team built around this shift, why they chose social commerce over a safer agency path, and how brands can use creator-led content to turn discovery into demand across TikTok, Amazon, and beyond. Along the way, Mike pushes on the hard truth most brands avoid - if you are still “working on it,” you may already be behind.Jake Bjorseth is the founder of Return on Creators, a social commerce and creator marketing agency focused on helping brands win on TikTok Shop. He has worked in influencer marketing and social media since 2016 and has helped brands use creator-led strategies to drive revenue, lift Amazon sales, and grow into retail opportunities.Perfect for founders and marketers who know social commerce is the future, but want a practical way in. If you want more attention, more trust, and a smarter path to growth, this is the episode to hear first.

Grocery retail is a bloodbath, and if you are an emerging brand, this episode explains why chasing shelf space can be the fastest way to burn cash. Mike Levinson breaks down the three buckets every CPG brand has to understand, and makes the case that your real opportunity is not in the giant banners, but in the channels you can actually own.He lays out the ugly math behind grocery: private label already commands a massive share of revenue, national brands are under constant pressure, and if your product starts moving, buyers can copy it, undercut it, and knock you off the shelf. Mike explains why most brands are not unicorns, why deep pockets matter, and why the biggest mistake is mistaking visibility for traction.You'll discover:

• Why grocery retail often means renting space, not building a business
• The 3 things required to survive on shelf, and why most brands fail one or more of them
• How to think about your backyard first, from independents and colleges to micro markets and convenience stores
• Why Amazon, Shopify, and social media matter to buyers more than you think
• How food service and alternative channels open up a much broader, more fragmented opportunity set

Mike also previews what this podcast will cover next, including GPOs, distributors, broker problems, ghosting, trade shows, sales sheets, samples, micro markets, vending, OCS, and how to plan for 2027 with discipline instead of wishful thinking.This is a blunt, no-BS wake-up call for founders, operators, and brand builders who are tired of getting seduced by “glamorous” grocery placement and want a smarter path to real growth. If you need a clearer strategy for where to launch, how to build a foundation, and what channels actually deserve your attention, this is the episode to hear first.

Welcome to the launch of The Octopus Podcast, where Mike Levinson takes you on an unfiltered journey through the complex world of food service and retail! In this inaugural episode, Mike shares his personal mission to educate and entertain while unraveling the mysteries of the food service industry that many find confusing.

Mike dives deep into his 25+ years of experience, revealing insights that can transform your understanding of food service beyond the grocery aisles. He discusses his unique approach to consulting and why he believes that traditional grocery retail is not the answer for success. Listeners will hear about the vast opportunities available in alternative channels and the importance of distribution and velocity in driving business growth.

You'll discover:

- The real meaning behind the term "food service" and why it matters for your business.

- How to navigate group purchasing organizations (GPOs) and their crucial role in the supply chain.

- The different channels in the food service world and which ones are primed for growth.

- Mike's passion for the industry and the significance of connecting with the right resources to succeed.

The stakes are high: ignoring the insights in this episode could mean missing out on key strategies that propel your business forward. With the food service landscape constantly evolving, understanding these channels can be the difference between thriving and merely surviving.

Join Mike on this exciting new venture, as The Octopus Podcast promises to deliver valuable content, connections, and motivation in each episode. Perfect for food service professionals, entrepreneurs, and anyone looking to gain an edge in this fragmented market. Subscribe now and stay tuned for more enlightening discussions!

Welcome to the Octopus Podcast with host Mike Levinson