Shelf Help: The Tactical CPG Podcast
If you’ve ever thought, "Why doesn’t anyone talk about this in CPG?", this is the podcast for you. Host, Adam Steinberg, co-founder of KitPrint, interviews CPG leaders to uncover the real-world tactics, strategies, and behind-the-scenes insights that really move the needle.
Episodes
63 episodes
Tyrel Johnson - The Ice Cream Upstart Taking Over the Freezer at Erewhon
On this episode, we’re joined by Tyrel Johnson, the Co-Founder & CEO of Natty Ice Cream, the high-protein, clean-label ice cream brand rapidly breaking into the frozen set. Tyrel and his brother Garrett turne...
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33:41
Courtney Shane - Turning around Windex, Tollhouse, and Nesquik
On this episode, we’re joined by Courtney Shane, Founder & CEO of Challenger Brand Group.Courtney led turnarounds for iconic brands like Windex, Tollhouse, and Windex and now brings big brand rigor to emerging, c...
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41:10
BJ McCaslin - Exiting to Vita Coco, the Functional Future
On this episode, we’re joined by BJ McCaslin, the Co-Founder & CEO of Holy! Water, the beverage brand pushing the boundaries of function, combining ketones, nootropics, functional mushrooms, and in some SKUs, THC. ...
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40:17
Chris Wendling - Transforming Carbone’s Restaurant Lore Into a Premier CPG Brand
On this episode, we’re joined by Chris Wendling, Executive Vice President of Marketing at Carbone Fine Food, the fast-growing brand translating the iconic Carbone restaurant experience into the grocery aisle. Since launchin...
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41:33
Jeff Bull - The Secret Sauce Behind A Leading THC Beverage Brand
On this episode, we’re joined by Jeff Bull, the Chief Creative Officer at Uncle Arnie’s, one of the fastest-growing THC beverage brands in the country. Jeff is the creative mind behind the Arnieverse - the nostalgic, fun-fi...
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36:48
Scott Marcus - Scaling Vital Farms & Blue Zones Kitchen
On this episode, we’re joined by Scott Marcus, CEO and Co-Founder of Blue Zones Kitchen, the mission-driven frozen foods brand rooted in the research behind the world’s longest-lived communities. After helping s...
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51:20
Audrey Burger - Leading Primal Kitchen Post-Acquisition
On this episode, we’re joined by Audrey Burger, the former President of Primal Kitchen and the founder of Pace Setters, a consultancy that helps CPG brands sharpen their strategy, strengthen their commercial foundations, an...
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38:29
Ian Tecklin - Redefining Frozen Pasta, Top Chef Style
On this episode, we’re joined by Ian Tecklin, the Founder & CEO of Ripi, a recently launched, fast-growing upstart that’s redefining frozen pasta. Ian spent years in M&A and early-stage investing before partn...
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41:51
Marc Brown - Creating a New CPG Category
On this episode, we’re joined by Marc Brown, Founder of ONOIN - the newly launched pre-chopped, flavored onions packed in 100% olive oil that can be used as topping, marinade, a base for a sauce, or any scenario where you w...
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40:56
Jenny Thielen - Shopper Marketing in 2025
On this episode, we’re joined by Jenny Thielen, CMO at Green Seed North America, and a seasoned CPG marketer who’s spent her career helping food and beverage brands find their footing, grow distribution, and scale sustainab...
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43:36
Sierra Thomas - Carving a Different Path in Hemp Beverages
On this episode, we’re joined by Sierra Thomas, Founder and CEO of Tropink - the Hawaiian-inspired, functional beverage brand made with real tropical fruit, vitamin D, broad spectrum hemp (no THC), and a little bit of carbo...
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44:19
Paige Billings - Selling Meat Sticks into United Airlines, Lowe's, Home Depot, and Dick's Sporting Goods
On this episode, we’re joined by Paige Billings, VP of Marketing at Anthem Snacks - the veteran-owned jerky brand started by a former Green Beret - and Founder of Dot Digital Media.We dive into how Anth...
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39:44
Amy Collins - From Grandma's Kitchen to a National Rollout
On this episode, we’re joined by Amy Collins, the Co-Founder and CEO of RoRo’s Baking Company, a Dallas-based brand bringing her grandmother’s beloved cinnamon rolls and dinner rolls to freezers across the country. What sta...
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36:17
Katie Hill - Riding the Craft Brewery Roller Coaster
On this episode, we’re joined by Katie Hill, the longtime marketing leader at Upslope Brewing - Boulder’s outdoors-first craft brewery known for cans-only packaging, community-driven events, and a “beer, people, planet” eth...
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34:31
Gardar Stefansson - Hard Pivot to the Fastest Growing Spread Brand
On this episode, we’re joined by Gardar Stefansson, Co-founder & CEO of GOOD GOOD - the fastest-growing spread brand in the U.S.Born in Iceland, GOOD GOOD offers no-added-sugar, fruit-first jams, jellies, ...
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39:34
Marshall Rabil - Building a Pre-Internet DTC Brand
On this episode, we’re joined by Marshall Rabil, CEO of Hubbard Peanut Company (“Hubs”), the Virginia heritage brand that commercialized blister-fried, Super Extra Large peanuts, and became one of the earliest premium mail-...
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36:30
Adam Spriggs & Chris Robb - Investing Early in Siete, Poppi, and Bachan's
On this episode, we’re joined by Chris Robb and Adam Spriggs, the duo behind The Angel Group - one of the most influential early-stage investment communities in CPG - and Supernatural Ventures.Between them, th...
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55:22
Sean Campbell - Scaling Ops from $5M to $150M
On this episode, we’re joined by Sean Campbell, COO at Semifreddi’s - the Bay Area-based beloved artisan bakery known for its sourdough.Before Semifreddi’s, Sean led operations at Kiva Confections, help...
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52:29
Nate Cooper - Investing in OLIPOP at Pre-seed
On this episode, we’re joined by Nate Cooper, Founder & Managing Partner at Barrel Ventures, and OLIPOP pre-seed investor. He tells the story behind investing in OLIPOP at pre-seed, what changed betwe...
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31:10
Amy Zitelman - Building a Differentiated Brand in an Ancient Category
On this episode, we’re joined by Amy Zitelman, Co-Founder & CEO of Soom Foods, the chef-quality tahini brand she built with her two sisters. Amy and her team went with a foodservice-first go-to-market...
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45:55
Mehek Khera - Scaling Smart: A Balanced Approach to Velocity and Door Count
On this episode, we’re joined by Mehek Khera, the Founder & CEO of Niramaya Foods, heritage-inspired Indian foods built for modern eating.Mehek takes us inside her two-year R&D sprint to turn homestyle recipe...
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42:28
Jordan Wilson - Building Powder-Stick Efficiency in an RTD Can
On this episode, we’re joined by Jordan Wilson, Co-Founder & CEO of Sap’s, the clean, canned hydration brand built to deliver “powder-stick efficiency in an RTD can.” Jordan opens up his R&D playb...
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33:49
Eric Girard - Inside the Pickle-in-a-Pouch Licensing Playbook
On this episode, we’re joined by Eric Girard, VP of Sales & Marketing at Van Holten’s, to break down all things licensing and co-branding. He explains how the first deal started when a Tapatío licensing agency approached them at...
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38:34
Eli Bank - From a Capstone Project to Kroger
On this episode, we’re joined by Eli Bank, the Co-founder and COO of Absurd Snacks, a top-9-allergen-free, snack company that started as a senior capstone project at the University of Richmond and now sells in Who...
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42:41
Mitch Jacobsen - The Energy Tea That Was Born Out Of A Friend's Near-Death Experience
On this episode, we’re joined by Mitch Jacobsen, P.Eng., Co-Founder & CEO of Rviita, a Calgary-based energy tea brand packaged in lightweight, resealable spouted pouches. Mitch went from petroleum engineer to beverage entreprene...
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38:11