Foodpreneur with Chelsea Ford
Imagine a consumer packaged goods (CPG) industry where both small and large players coexist on a level playing field, consumers have choice, there’s integrity in what they’re buying and they experience innovative, sustainable products.
In this weekly podcast, hosted by founder, award-winning coach, consultant & small business advocate, Chelsea Ford, you'll hear interviews with incredible founders and hard-to-reach industry specialists as well as practical and actionable content that directly supports your CPG business to grow, become more profitable and thrive.
Learn more at www.chelseaford.com .
Foodpreneur with Chelsea Ford
#156 Your Packaging Is Holding Your Brand Back: How To Manage a Pack Redesign
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Your product is good. Your packaging was too — once. But something's shifted.
Maybe your range has grown and the system hasn't kept up. Maybe you're pitching to bigger retailers but your pack still has a farmer's market feel. Maybe sales have plateaued and you can't put your finger on why.
In episode 155 of the Foodpreneur with Chelsea Ford podcast, I chat with Natalie Townsend, founder and creative director of Griffin Grace, a brand and packaging studio that works with founder-led CPG brands across food, beverage, beauty, and wellness.
You may remember Natalie from episode 71 where we covered building a brand from scratch. Today we go deeper into the refresh: what to do when your packaging is holding your brand back.
Tune in to hear Natalie share:
🚨 The warning signs your packaging is creating friction — and costing you ranging opportunities
🔍 The strategic work that happens before a single design decision is made
📋 Why compliance changes are actually a gift — and how to use them to your advantage
💸 How to approach a refresh without throwing everything out and blowing your budget
🗓️ Why your packaging is never truly finished — and how to plan for that without it freaking you out
🏆 How a Byron Bay muesli brand listened to a David Jones buyer and got listed
Natalie also walks through real client examples — including how a staged refresh approach helped brands stay consistent while evolving, and why the cost of doing nothing is higher than most founders realise.
This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Natalie will be there speaking on the Dream Lab stage and exhibiting in the Festival Fairground. Make sure you drop by to hear her talk and say hi to her in the Festival Fairground!
LINKS & RESOURCES:
- Griffin Grace website
- Episode 71 Branding & Packaging to Get Your Product Off the Shelf
- Your Free Pitch Plan
- Grab Your Foodpreneurs Festival Ticket
- Chelsea Ford Co. Industry Newsletter
Season 17 with NFTC
Season 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.
If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.
They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.
Think of them as the ingredient partner that grows with you—not one you'll outgrow.
Check them out at nftc.com.au
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