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
73 episodes
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
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