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
85 episodes
Harry McKaig - How the Three-Tier System Became the Five-Tier System
On this episode, we're joined by Harry McKaig, CEO of Double Cross Vodka - the premium vodka brand distilled in the Tatras Mountains of Slovakia by an 11th-generation distilling family, and one of the few vodkas to ever sco...
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33:44
Tia Ellis - How to Pitch Retail Buyers and Win Purchase Orders
On this episode, we're joined by Tia Ellis, Founder of Wildflower Insight - the retail strategy and education company that teaches CPG founders how to pitch buyers and win purchase orders. Tia is a former broker...
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36:43
Hovik Azadkhanian - The #1 Selling Coffee at Sprouts Nationwide
On this episode, we're joined by Hovik Azadkhanian, CEO of Heirloom Coffee Roasters - the fastest-growing coffee brand in the natural channel and the first nationally available 100% regenerative organic certified specialty ...
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37:31
Cassie Maschoff - She Quit Google to Sell Pork Sausages With Her Sister
On this episode, we're joined by Cassie Maschhoff, Co-Founder of Lottie's Meats - the sister-owned, chef-crafted premium pork sausage brand. Cassie left a career in tech (including time at Google) to team...
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36:20
Mike Fransz - Red Bull, Regenerative Organic Tea, and 25 Years of Beverage Marketing
On this episode, we're joined by Mike Fransz, Director of Marketing at Nova Naturals - the naturals division of Novamex (the company behind Jarritos) that's home to C2O Pure Coconut Water and Steaz organic tea...
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1:13:39
Corey Dickinson - M&A, Marketing Org Design, and Why the Taproom Still Wins
On this episode, we're joined by Corey Dickinson, VP of Marketing at Wilding Brands - the Colorado-based craft beverage platform that's brought together Denver Beer Co, Great Divide, Upslope, ...
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39:28
Elan Halpern - Dealing Yogurt Via Citibikes and Backpacks
On this episode, we're joined by Elan Halpern, Co-Founder of Sourmilk - the NYC-based functional greek yogurt brand designed to actually deliver real probiotic benefits, not just the perception of them. Elan is a Sta...
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41:33
Christian Karim Khalil - Selling a Unit Every 30 Seconds at Costco
On this episode, we're joined by Christian Karim Khalil, Founder & CEO of Yaza - the fast-growing brand bringing traditionally made, clean-ingredient labneh and Mediterranean dips to the U.S. market. Christian brings years of gl...
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37:04
Betsy Gillette - The Real Mechanics of Getting On Shelf and Staying There
On this episode, we're joined by Betsy Gillette, Co-Founder and CEO of Synergy Sales Consulting Group - the specialized sales management firm that acts as the full sales team for emerging CPG brands looking to...
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43:11
Andy Kurtts - The Taste-Maker of Better-For-You CPG Brands
On this episode, we're joined by Andy Kurtts, Creative Director and Founder of Buttermilk Creative - the North Carolina-based CPG design firm behind some of the most recognized better-for-you brands on shelf.
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44:59
Kiera Kehoe - Scaling a National Demo Program
On this episode, we're joined by Kiera Kehoe, Brand Manager at Smash Kitchen - the organic condiments and cooking oils brand co-founded by actor Glenn Powell.Kiera previously built and ran Lift Off, a demo ...
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35:35
Sam Nebel - Scaling goodwipes into 15,000+ Doors
On this episode, we're joined by Sam Nebel, Co-Founder and Chief Commercial Officer at Goodwipes, a fast-growing eco-friendly wet wipes brand that's secured shelf space in pretty much every major retailer acro...
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39:32
Seth Waite - The #1 Most Important Question to Ask Consumers
On this episode, we’re joined by Seth Waite, Partner at Schaefer, the buyer psychology firm that helps brands understand why people actually buy. Seth has spent his career building, advising, and investing i...
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51:12
Jeff Grogg - Formulation to Exit: How Durable CPG Brands Are Built
On this episode, we’re joined by Jeff Grogg, Founder & Managing Director of JPG Resources - one of the most influential food and beverage innovation and operations platforms in CPG. He's also a Co-founder of R...
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37:05
Kathrin Henon - Scaling a BFY Donut Brand on a Budget
On this episode, we’re joined by Kathrin Henon, Founder & CEO of Planet Bake - the better-for-you donut brand making sugar-free, low-carb, gluten-free, plant-based donuts that actually taste indulgent.Kath...
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31:50
Jake Tannenbaum - Hitting 8-Figures via a New Category
On this episode, we’re joined by Jake Tannenbaum, Founder & CEO of Craftmix - the instant cocktail (and other things) mixer brand built for people who want better drinks without the mess, prep, or sugar bombs. Jake...
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34:18
Matt Borish - Boosting Cannabis Retail Sales and Profits by 400%+
On this episode, we’re joined by Matt Borish, VP of Marketing at Union Chill Cannabis Co. - a multi-state cannabis retailer operating in New Jersey and New York.We get into the realities of driving foot traffic ...
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28:16
Jess Berger - Building a Pet Brand for the Silent Majority
On this episode, we’re joined by Jessica Berger, Founder & CEO of Bundle X Joy, the female-founded, purpose-driven pet brand rethinking dog nutrition, branding, and community.Jess brings nearly two decades...
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38:23
Gabriel González - Building the First Rum-Based RTD Cocktail
On this episode, we’re joined by Gabriel González, Co-Founder and Co-CEO of Casalú, the rum-based RTD cocktail brand.In Gabriel’s own words, his goal is to build the Red Bull of Latino culture....
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42:12
Cody Allen & Alex Bennet - Building the Next Big Pistachio Brand via C-Stores
On this episode, we’re joined by Cody Allen and Alex Bennet, Co-Founders of Joon Foods, the award-winning pistachio brand that’s gone from zero to roughly 1,500 doors in just seven months.Built on a 300-year-o...
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47:37
Mac Anderson - Building the #1 Kimchi and Kraut Brand in the U.S.
On this episode, we’re joined by Mac Anderson, Co-Founder & Chief Commercial Officer of Cleveland Kitchen (formerly Cleveland Kraut) - the #1 kimchi and kraut brand in the U.S.Mac, his brother Drew, and their bro...
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36:47
Kristina Marino - Scaling Mr. Black, Kombrewcha and other BevAlc Leaders
On this episode, we’re joined by Kristina Marino, BevAlc consultant and marketing leader, who’s helped scale brands like Mr Black and Kombrewcha just to name a few. Kristina brings an operator’s lens to today’s bevalc reality: tou...
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28:54
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