Shray Joshi runs Good Peeps, the biggest CPG agency you’ve never heard of, managing up to $25M/month in ad spend and driving over $1.1B in retail sales over the last year. If you want to build a massive physical product brand, this episode is your masterclass.
On this episode of What's Working, Shray breaks down his wild origin story, from reversing his own severe autoimmune issues using real food, to becoming a biochemist, and eventually finessing his way into the hottest CPG brands in New York. We dive deep into the massive, hidden world of Retail Media (Instacart, Walmart, Target) and explain why these platforms are the ultimate cheat code for driving in-store velocity.
Plus, Shray reveals the "CPG 3.0" framework, why Costco is the ultimate discovery platform, and his exact playbook for rolling out a brand from niche stores to big-box retail.
In This Episode, We Cover:
Why running ads on Instacart and DoorDash actually drives physical in-store velocity for your brand.
The definition of "CPG 3.0" and why real, efficacious ingredients are replacing "dropshipped" junk food.
Shray's exact retail playbook: Why you must validate at GNC first before scaling to Whole Foods, Target, and Costco.
Why you should leverage debt facilities backed by retail POs instead of giving up precious equity.
The hidden truth about Costco: Why it's actually an elite customer acquisition and discovery tool.
Connect with Shray & Good Peeps:
Check out Good Peeps: https://www.thepeeps.co/
Follow Shray on Instagram: https://www.instagram.com/shrayvj/
Follow Good Peeps on LinkedIn: https://www.linkedin.com/company/thegoodpeeps
Production & Scaling Partners:
This video is fully edited and produced by Content Forge. Need DFY YouTube organic for your brand or full-service editing for your YouTube channel? Get a free consultation here: https://getcontentforge.com/
Need help launching or scaling your brand on TikTok Shop? Book a free consultation with Zain at: https://zainith.agency/
Chapters:
00:00 Intro & Shray's Insane Health Transformation
06:14 Fired from GNC & Running Meta Ads for Apartments
09:23 The Chacha Matcha Hustle & Entering CPG
15:02 Starting Good Peeps & The Shift from DTC to Retail
18:46 What is Retail Media? (Instacart, Target, Walmart)
24:45 Driving $1.1 Billion in Retail Sales
27:28 CPG 3.0: The End of "Dropshipped" Food Brands
34:30 Why You Shouldn't Enter Retail Until $50M
38:22 The Danger of Small Retailers & Bankruptcy
42:49 How to Finance Retail POs (Stop Giving Up Equity!)
44:53 The Exact Retail Launch Playbook for CPG
47:50 Why Costco is the Ultimate Discovery Platform
53:40 How to Connect with Shray
#WhatsWorkingPodcast #CPGBrands #RetailMedia #GoodPeeps #ShrayJoshi #EcommerceGrowth #Omnichannel
