Costco will pull every price you've ever sold at, find the lowest, and ask for 40% under it.

Here's how a beverage operator prices so that never happens.

Autumn heads R&D at Gnusante (Newbies, Radiate, 52 North) without a food science degree, after a career in ballet, modeling, and scuba diving.

She breaks down the real margin math of beverage, the clear-pouch sampling trick that catches dishonest feedback, why a 33% velocity jump came from making the product smaller, and the barcode change that can get you delisted overnight.

If you're building a CPG brand and trying to survive the move from DTC to retail, this is the operator detail most founders learn the hard way.

GUEST

Autumn — Gnusante (Newbies, Radiate, 52 North)

Website: https://www.gnusante.com/

SHELF TO SCALE

Weekly conversations with CPG and FMCG founders on distribution, retail, and scaling.

Hosted by Devesh Tilokani