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Shelf Help: The Tactical CPG Podcast
Adam Steinberg
52 episodes
20 hours ago
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 Anthem has pushed into unconventional retail channels and the strategies for succeeding in limited shelf space environments - from Lowe’s, Home Depot, and Dick’s Sporting Goods to United Airlines’ in-flight program - proving that discovery doesn’t have to happen in the grocery aisle. We also explo...
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Business
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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 Anthem has pushed into unconventional retail channels and the strategies for succeeding in limited shelf space environments - from Lowe’s, Home Depot, and Dick’s Sporting Goods to United Airlines’ in-flight program - proving that discovery doesn’t have to happen in the grocery aisle. We also explo...
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Business
Episodes (20/52)
Shelf Help: The Tactical CPG Podcast
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 Anthem has pushed into unconventional retail channels and the strategies for succeeding in limited shelf space environments - from Lowe’s, Home Depot, and Dick’s Sporting Goods to United Airlines’ in-flight program - proving that discovery doesn’t have to happen in the grocery aisle. We also explo...
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1 day ago
39 minutes

Shelf Help: The Tactical CPG Podcast
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 started as a family recipe baked by hand in a shared kitchen has grown into a nationally distributed brand carried in Whole Foods, H-E-B, Harris Teeter, and more. Amy shares her journey from ICU nurse to food entrepreneur, how she scaled from self-manufacturing to partnering w...
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1 week ago
36 minutes

Shelf Help: The Tactical CPG Podcast
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” ethos. Katie has spent the last decade steering Upslope through the craft beer roller coaster, widening the aperture beyond beer while protecting the brand’s core identity. With deep experience across portfolio strategy, taproom-to-retail activation, and cause-led commun...
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1 week ago
34 minutes

Shelf Help: The Tactical CPG Podcast
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, chocolate spreads, and a vegan lemon curd, among others. Gardar shares how a looming write-off in a stevia/erythritol drops business sparked the pivot to spreads. He lays out the playbook on formulation, packaging that signals “indulgent but better,” moving from Amazon discovery to nati...
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2 weeks ago
39 minutes

Shelf Help: The Tactical CPG Podcast
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-order/DTC success stories. From Dot & H.J. Hubbard’s 1950s home kitchen to a modern mix of DTC, retail, and private label, Marshall shares how Hubs has maintained a craft feel as they’ve growth over the past ~75 years With experience as a Whole Foods specialty buy...
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2 weeks ago
36 minutes

Shelf Help: The Tactical CPG Podcast
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, they’ve backed breakout brands like Siete, Poppi, Bachan’s, Garage Beer, and Painterland Sisters. They’ve built a reputation for spotting winning founders long before the rest of the industry takes notice. Chris and Adam unpack what they’re seeing across today’s early-stage CPG landscape ...
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3 weeks ago
55 minutes

Shelf Help: The Tactical CPG Podcast
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, helping scale one of the nation’s top cannabis edibles brands from ~$20M to ~$150M in revenue, and held ops roles at Double Rainbow Ice Cream and San Francisco Salt Company. He’s a rare operator who’s scaled ops in traditional food, frozen, ambient, and regulated cannabis, bringing a cross-c...
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3 weeks ago
52 minutes

Shelf Help: The Tactical CPG Podcast
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 between the early brand and the rocket ship it became, and the hemp beverage bet he believes is far bigger than most people expect. Nate unpacks why venture is not a fit for most brands, what founders with no operating background consistently miss, and how to raise around milestones in...
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4 weeks ago
31 minutes

Shelf Help: The Tactical CPG Podcast
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 strategy that earned brand credibility with top chefs and eventually generated demand at the consumer and retail level, before launching on Amazon and eventually into national retail. She shares how a COVID home-cooking surge kicked things into another gear, ultimately leading to her f...
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1 month ago
45 minutes

Shelf Help: The Tactical CPG Podcast
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 recipes into clean-label, shelf-stable dips (no artificial preservatives) and then expands the platform with Naan Pretzels designed for snackable trial. We go deep on formulation and process controls (pH, water activity, hot-fill), the oil-free reformulation and how she kept texture an...
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1 month ago
42 minutes

Shelf Help: The Tactical CPG Podcast
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 playbook (coconut-water powder, a small amount of natural sugar, shiitake/adaptogens, and acidity/mouthfeel), explains why Sap’s moved from sleeves to digitally printed cans, and breaks down the realities of scaling with regional DSDs. We get tactical on EOS and core metrics, hiring, H...
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1 month ago
33 minutes

Shelf Help: The Tactical CPG Podcast
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 a trade show, how he had to sell it internally (“why pay a royalty?”), and how mentioning Tapatío suddenly opened doors with category managers - 7-Eleven even helped launch it in 2019. Eric details their development rule of thumb (have a signed deal or...
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1 month ago
38 minutes

Shelf Help: The Tactical CPG Podcast
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 Whole Foods, Kroger, Publix, and college campuses across the Mid-Atlantic. Eli walks us through how he and co-founder Grace turned their classroom idea into a fully commercialized brand, navigating student grants, allergen-safe formulation, hand-filling tens of thousands of bags, and ev...
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1 month ago
42 minutes

Shelf Help: The Tactical CPG Podcast
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 entrepreneur after a friend’s energy drink-related near-death experience. He walks us through the hard-won lessons of product development as a CPG newbie and why he chose to vertically integrate early and build a custom filling line. We also get tactical on distr...
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1 month ago
38 minutes

Shelf Help: The Tactical CPG Podcast
Nick Mallory - Leading Marketing for a 15-Brand Bev-Alc PE Portfolio
On this episode, we’re joined by Nick Mallory, VP of Marketing at Ackley Brands, the Pacific Northwest, family-owned beverage platform behind a growing portfolio of wine and beer brands (15 as of now). Nick breaks down Ackley’s origin story and roll-up thesis, the decision framework for what makes a great fit, and the first-90-days playbook once a brand joins the family. We dig into “thin slicing” markets (how small is small enough), how to organize shared services vs. brand-dedicated teams, ...
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1 month ago
49 minutes

Shelf Help: The Tactical CPG Podcast
Jimmy DeCicco - Cutting Costs by 80% While Scaling into 70,000+ Doors
On this episode, we’re joined by Jimmy DeCicco, Co-founder and Executive Chairman of Super Coffee, the RTD coffee brand started by Jimmy and his two brothers that went from a dorm-room blend to 70,000+ doors and a $50M+ run rate. A former captain of the Colgate football team, Jimmy unpacks what they got wrong when they tried to go “big-league” too soon, and the profit-first reboot that followed. We dive into how the team executed a 65→15 SKU rationalization and an 80% cost reset, plus Super C...
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1 month ago
40 minutes

Shelf Help: The Tactical CPG Podcast
Peter Barsoom - The Brand that Pioneered Functional Cannab*s
On this episode, we’re joined by Peter Barsoom, the Co-Founder & CEO of 1906, the fast-acting, function-first cannabis brand that has defied the odds to become a leader in the space. A former Wall Street exec turned plant-medicine operator, Peter breaks down how 1906 customized their rapid onset tech, why they started with pressed pills and how naming SKUs by effect helped create an entirely new lane in cannabis. Peter takes us inside 1906’s R&D playbook, the terpenes and edibles myth...
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2 months ago
48 minutes

Shelf Help: The Tactical CPG Podcast
Shani Seidman - The Most Game-Changing Rebrand of 2024
On this episode, we’re joined by Shani Seidman, CMO at Kayco, the family-owned brand house behind Manischewitz, Kedem, Gefen, Heaven & Earth, Tuscanini and more. Shani takes us inside the Manischewitz rebrand: why it couldn’t be “just a facelift,” how her team translated 130 years of equity into a modern, welcoming voice, and the very real mechanics of changing over hundreds of SKUs across thousands of doors. We dig into the frozen-and-deli push that’s helping Manischewitz bec...
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2 months ago
42 minutes

Shelf Help: The Tactical CPG Podcast
Kate Harvey - From Breaking News, to Breaking into Retail
On this episode, we’re joined by Kate Harvey, the co-founder and CEO of Bare Bones, a category-defining brand on a mission to make nourishment more accessible, flavorful, and functional. What started out in a small kitchen has evolved into a national brand with innovative products like shelf-stable broths, instant protein sticks, and collagen-fueled hydration powders. Kate joined Shelf Help where we dove into how Bare Bones went from frozen bone broth to an omnichannel platform brand. K...
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2 months ago
41 minutes

Shelf Help: The Tactical CPG Podcast
Kim McDermott - Egglife's Omnichannel Playbook
On this episode, we’re joined by Kim McDermott, Senior Brand Manager at Egglife Foods, the brand that’s redefining what low-carb, high-protein eating looks like by replacing flour with eggs. With amazing wraps, and the recently launched pasta line, Egglife is just getting started. Before joining Egglife, Kim led key marketing and brand initiatives at global CPG giants like Kellogg and Molson Coors, bringing that enterprise muscle to a fast-moving insurgent brand. At Egglife, Kim leads all thi...
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2 months ago
31 minutes

Shelf Help: The Tactical CPG Podcast
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 Anthem has pushed into unconventional retail channels and the strategies for succeeding in limited shelf space environments - from Lowe’s, Home Depot, and Dick’s Sporting Goods to United Airlines’ in-flight program - proving that discovery doesn’t have to happen in the grocery aisle. We also explo...