What separates brands that scale at retail from brands that struggle to stay on shelf?

In this episode of CPG Insiders, Mark Young and Justin Girouard sit down with Scott Fuselier and Matt Jones from BCI (Buckeye Corrugated) to break down the real role packaging plays in retail growth, operational efficiency, sustainability, and customer experience. 

The conversation goes far beyond “just boxes.”

They unpack how leading brands use retail displays, power wings, pallet programs, fulfillment solutions, and sustainable packaging strategies to win with retailers like Walmart, Costco, Sam’s Club, Kroger, and more.

You’ll also hear:

•  Why packaging is a brand introduction — not just a container 
•  How packaging impacts retail sell-through and damage rates 
•  What brands need to know about EPR and sustainability regulations 
•  The operational mistakes that cost brands money at retail 
•  How turnkey fulfillment and display programs work 
•  Why “plug-and-play” retail execution matters 
•  The future of sustainable corrugated packaging 
•  How brands can reduce freight costs and improve efficiency 

If you’re a CPG founder, brand operator, retail leader, or packaging decision-maker, this episode is packed with practical insight.

Key Takeaways

•  Retail packaging directly impacts sales, retailer relationships, and returns 
•  Sustainability is becoming a retail requirement — not a nice-to-have 
•  Damage reduction can dramatically improve profitability 
•  Smart packaging strategy creates operational and retail advantages 
•  Great displays help brands win more floor space and visibility

Breaking into retail isn’t just hard—it’s brutally unforgiving. With only a fraction of new CPG products surviving beyond two years, what separates the winners from the rest?

In this episode, Mark Young and Justin Girouard sit down with Bruce Montgomery and Tracey Priest of Road2Retail to unpack what it really takes to succeed in brick-and-mortar.

They go beyond the usual advice and get into the operational realities most founders overlook—from pricing strategy and margin math to supply chain readiness, retail expectations, and the hidden costs of failure.

If you’re an emerging brand aiming for retail shelves, this conversation is a must-listen.

On this episode of CPG Insiders, Mark and Justin skim the surface of neuro-linguistic programming and how J&H utilizes scientifically proven techniques in their neuro-persuasive advertising.

They discuss the conscious mind and how much information it can process, versus the volume that the unconscious mind can manage.

They go through a number of techniques to help change consumer behavior. They talk about “power words” that can be used to better land an advertising message with a listener, viewer or reader. Mark explains what implanting means, the reason for using “because” statements, embedded commands, metaphors and so much more. And they consider how advertisers can cut through all of the information that compete for consumers’ attention.

Some recommended resources:

Influence by Robert B. Cialdini

Pre-Suasion by Robert B. Cialdini

Thinking, Fast and Slow by Daniel Kahneman

On this episode of CPG Insiders, Mark Young and Justin Girouard discuss 7 of the most common mistakes CPG brands make when starting to market their products.

After decades of experience in the advertising industry, the team at Jekyll & Hyde have identified many common traps that challenger brands fall into when starting out in the CPG marketplace. Mark and Justin offer up some sound advice for new brands to avoid these pitfalls in order to put themselves on the path to growth.  

On this episode, Mark and Justin Girouard, Director of Accounts at J&H, talk about direct response advertising in the modern CPG space. They compare the original, typical model of direct response with what it can look like now, thanks in large part to the Amazon marketplace. 

Consumer behavior has changed, making people more willing to purchase things directly without ever seeing or touching them ahead of time. This opens up a lot of possibilities for direct-to-consumer companies, and the growing digital advertising space means you can reach potential consumers on a smaller budget.

Mark and Justin discuss what your company needs to succeed with these kinds of consumers, the different reach of tradition and digital media, and how direct response can benefit your business.

On today’s episode, Mark and Robb delve into the murky waters of utilizing well-known celebrity talent within a campaign. A recognizable face and voice in a TV or radio spot can help snag the attention of consumers, driving sales of your product, but there are many things to take into consideration before taking that leap.

They discuss the steps that a brand should take before committing to using a celebrity for their campaign. They advise researching a celebrity's political and social viewpoints to make sure they align with your brand’s and avoid a potentially sticky situation down the line. They also stress the need to check and double check that your budget is in order, taking into account SAG-AFTRA fees and all that they imply. 

They finish up the show by sharing some of their own experiences working with celebrities and learning by trial and error. 

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode of CPG Insiders, Abe Cohn of the Cohn Legal Group shares his expertise involved with start-up companies and registering trademarks for brands and products. They discuss what makes it more likely for trademarks to gain approval with the Patent and Trademark Office, and what challenges companies can face when naming products. They also consider some of the legalities to be considered before starting a business.

They take the conversation deeper as they explore the trademarking and legal intricacies involved in one of the fastest growing categories in the CPG market, CBD products.

About the Guest:

Abe Cohn is managing partner and an Intellectual Property Attorney at Cohn Legal, PLLC, a law firm designed specifically to provide a boutique and highly individualized experience for entrepreneurs and startups.  Abe has personally counseled over 15 established startups in the food space and scores of other businesses launching in varied and diverse sectors. 

Follow him on Instagram: @cohnlg.

On this episode of CPG Insiders, Mark welcomes David Biernbaum back to the show to discuss NACDS. They talk about what to expect from NACDS and how manufacturers trying to get into retail should approach the event. They also offer valuable tips to those attending who already have a place on retailer shelves.

They talk about what buyers are looking for in the 12-minute meeting at Meet the Market, as well as what kinds of questions and answers you should have for buyers. You’re going in not to close a sale but to close a future contact opportunity.

They talk about the other event days and offer essential, insider tips on how to make NACDS the most successful for your company and product.

Special Guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy.

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater. 

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

This episode, Mark invites Brandon Leong of RangeMe onto the podcast to discuss what the platform does to help manufacturers get retail distribution. With nearly half a million brands and a million products listed on the platform, they act as a connecting point for both new and established products with retail buyers and service providers. Mark and Brandon break down the process of working with RangeMe and the ways they facilitate all the things you can do to help your business to get on shelves.

About the guest:

Brandon leads a talented and energetic marketing team focused on the growth of the RangeMe marketplace. He brings with him a unique blend of CPG industry experience along with expertise in high-growth technology start-ups. Brandon has held senior marketing roles for over a decade, most recently at the retail analytics company Quri and, before that, Aria Systems. Brandon is a father, a husband and native San Franciscan.

Learn more at https://www.rangeme.com/

Follow Brandon on Twitter: @bleongSF.

Linkedin: https://www.linkedin.com/in/wbleong/

On this episode, Mark and Robb welcome Steve Anderson, President of Hockfield & Associates, Inc., to share some important information about getting a product into Walgreens. As a manufacturer’s rep that works primarily with the major drug chain, he has an insider perspective that is essential for growing CPG manufacturers to understand.

They cover why a well-versed broker is so beneficial for manufacturers introducing products into retail, as well as maintaining their position and finding success. They also discuss how getting into a major retailer like Walgreens requires a significant investment on the manufacturer’s part, while detailing what that level of distribution can mean for your business.  

About the guest: 

Steve Anderson, President – Hockfield & Associates, Inc., has serviced and sold to Drug, Food and Mass customers for over 30 years. Steve started as a distributor of seasonal products and then grew as a manufacturer’s representative, forming Steve Anderson & Associates in 1980.

After 11 successful years, the company was purchased by one of the nation’s largest food brokers, in which Steve became their VP of Sales for their Health & Beauty Care division in Chicago. In 1995, he joined Hockfield & Associates, a Chicago based manufacturer’s rep agency and immediately helped grow their business, primarily with new and emerging companies.  Bringing new profitable opportunities to their customers has been one of Steve’s greatest accomplishments. Expansion occurred in numerous categories including Oral Care, First Aid, Hair Care, Foot Care, Personal Care, Antacid/Laxatives, Cough/Cold and Health Care, including growth in private brands.

Steve purchased the company from Ed Hockfield upon his retirement in 2006. Additional staff was added to ensure a successful transition and provide value added services to their customers and manufacturers. Significant investments have been made in technology, keeping the company ahead of its competitors by providing internal tracking systems and POS data used for project management, forecasting and sales analysis. During those rare “free times,” Steve enjoys hiking, skiing, golfing and cheering for his Chicago sports teams.

Learn more at https://hockfield.com/ or call (847) 259-0612.

On this episode, CPG Insiders welcomes Joe Tarnowski and Sarah Davidson from ECRM to the show. ECRM brings efficiencies and effectiveness to the buying & selling process, by connecting buying and supplies of various categories (food service, CPG, etc.). 

Joe (VP of Content) and Sarah (SVP of Grocery) expand on the elements of the ECRM program and how vendors can get the most of out of their meetings with buyers. They offer some suggestions on how to be prepared for their different programs. 

Visit  https://ecrm.marketgate.com/ to find which ECRM program could be right for your company.

Special Guests:

Efficient Collaborative Retail Marketing (ECRM®) provides Business Solutions by integrating Process, Vision and TechnologyTM. Comprised of category & season specific Efficient Program Planning Sessions (EPPS®), MarketGate software, ECRM is helping buyers and sellers improve sales, reduce expense, and go to market faster and more efficiently.

As SVP of Grocery, Sarah Davidson is responsible for leading, growing and developing the ECRM food and beverage business. This is done through engaging with buyers on sourcing and planning services and working with quality suppliers at the EPPS sessions throughout the year. Follow her at https://www.linkedin.com/in/sarah-davidson-a729833/.

As VP of Content, Joe Tarnowski develops content marketing strategy aimed at engaging ECRM buyer and seller customers during and in-between ECRM's in-person events. Follow him at https://www.linkedin.com/in/tarnowskijoseph/.

Mark and Robb invite Joshua Blake onto the show to discuss the complex ecosystem of the Amazon marketplace. They talk about why it is now in your best interests to have your product or products represented on Amazon, especially if you’re trying to earn shelf space in a brick and mortar store.

They also cover a number of challenges that come with selling on Amazon, including resellers, price control, brand image and more. Joshua offers some advice for handling potentially issues.

Joshua walks through the different options that CPG sellers have on Amazon (selling direct, selling to Amazon or selling through a third party), offering pros and cons of each option.

About the guest:

Joshua Blake is the President of a diverse, multi-channel online retailer. Prior to founding the company in 2013, Joshua served in the United States Air Force and worked in the hydroelectric generating industry implementing and designing new control systems.

Since 2013, his company has grown exponentially due to incredible passion, sheer tenacity, and a hardworking mentality. Their success can be attributed to bringing together a team of fun-loving, caring individuals who are energized, motivated, and focused on the ever-changing world of e-commerce.

Contact Joshua:

Email : webstore@necessities4life.com

Phone number: (304) 942-1898

When you've been category captain at brands like Coppertone and Dial, shelf space is handed to you. But what happens when you leave the big leagues and start from zero?

In this episode, Tony Guiliano shares the raw, behind-the-scenes story of going from running household names to helping Blue Lizard, an unknown sunscreen brand, break into retail and change the game.

He shares war stories, unexpected lessons, and real tactics any challenger brand can use to compete (and win) against giant brands.

What you'll learn:

• The dangerous assumptions big-brand marketers make in startups
• How Blue Lizard flipped the retail model to avoid slotting and returns
• Why authenticity and brand integrity matter more than ever
• The power of sampling, grassroots strategy, and real customer demand

Listen now to learn how to outthink—not outspend—the competition.

Mark and Robb welcome Roberto Carli of Alloy, a company that works with manufacturers of consumer products to overcome challenges with data and inventory.

Retailers are pushing fewer vendors these days, but buyers understand that innovation and higher margins come from smaller players. That means it has never been easier for small companies or startups to break into major retail, if they’re prepared.

Mark, Robb and Roberto talk about why vendors need to find access and to actually use retailer data, even when buyers also have access. To capture as many sales as possible and keep a favorable relationship with buyers, you need to plan properly for inventory. Throughout their discussion, they offer practical advice for vendors about being better prepared and more knowledgeable about managing your supply and relationships with retailers.  

About the guest:

Roberto Carli is the Co-Founder of Alloy. Alloy was purpose-built for companies that make, move, and sell goods. It is an intelligent supply and demand synchronization platform that brings companies and their suppliers closer to consumers. Alloy seamlessly connects data from suppliers, 3PLs, manufacturers, and brick-and-mortar and eCommerce retailers for end-to-end insight into product and operational performance. See where your products and materials are, where they're going, how they’re selling, and where they should be. Learn more at https://alloy.ai/.

On this episode, Mark and Robb welcome master broker David Biernbaum back to the show to discuss the timing of getting your product onto retail shelves. They explore a number of practical recommendations on how to impress buyers during your meeting, as well as the technicalities of what to expect once you have a contract with a retailer.  

As a manufacturer in the CPG industry, it always helps to have a broker working with you who understands the business already. If you’re lucky enough to get a meeting with a retail buyer, you have to remember that you are selling to the buyer, not to the consumer. Be prepared to explain how you’ll get consumers into the store, but the buyer needs to quickly understand that going into business with you will be worth it for them. 

David brings a wealth of advice and warnings about the process of getting into retail, offering crucial insights you won’t want to miss.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy. 

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

On this episode, Mark and Robb welcome Amanda Igrisan, Social Media Director at Jekyll & Hyde, to discuss the ins and outs of social media marketing.

They talk about how to best use social media, how to handle negative comments and why social media marketing is more than just putting content out for people to see. Social media is a good place for brands to develop their personality, but you also need to build an audience. Amanda discusses some elements of achieving this successfully.

They talk through the various major platforms and how they differ, discuss the useful data you can learn from a social media audience, and cover some of the common marketing misconceptions about social media campaigns.

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

Walmart represents a huge opportunity for CPG brands to grow exponentially. To explore the possibilities, Mark is joined by Chad Bugos, co-founder and CEO of Infinity Worlds Inc. The company is a dedicated team of manufacturer brokers that specialize in Walmart distribution for their clients.

On the show, Mark and Chad discuss the kinds of products, brands and clients that Infinity Worlds partners with to help present to Walmart buyers. Chad talks about how Walmart differs from other types of retailers, considering the challenges and benefits that come with getting on a Walmart shelf.

Chad offers some advice for being prepared for Walmart consideration, what to anticipate and provide for a presentation to Walmart, how to use Retail Link as a great resource once your product is in Walmart and more. He offers invaluable insider information that is useful to CPG brands seeking a place at Walmart and those who are already there. 

Special Guest:

Chad Bugos’s Road to Retail was a little unconventional. After graduating from the University of Iowa Pharmacy program and later receiving his MBA, Chad worked as a Walmart pharmacist, then moved into Pharmacy Operations as a Regional manager before eventually landing at the Walmart Home Office as a senior buyer. He was known to his suppliers as a very strategic buyer, possessing great vision for where to take his categories to maximize the most gain. 

As Co-Founder and CEO of Infinity Worlds Inc, Chad believes in collaboration and open communication with his team and his clients to realize the common goal of maximizing sales. Well-respected within the Walmart walls, Chad is able to forge and build relationships based on his understanding of how Walmart thinks and what Walmart needs in order to serve the needs of the end consumer. Chad’s love of merchandise, searching for truly inspiring products and companies, and then helping those companies succeed is what he loves most about his job. When he is able to disengage long enough to get in some personal time, since he is an avid sportsman, you will find him happily in a deer stand or a duck blind.

Contact Infinity Worlds, Inc:

Email: info@infinityworlds.com

Phone: (479) 250.0915 

LinkedIn: https://www.linkedin.com/company/infinity-worlds-inc./about/

To contact Jekyll & Hyde, visit https://jekyllhydeagency.com/ or call 800.500.4210.

On this episode, we welcome Jekyll & Hyde’s Digital Media Director, Cameron Solu, to provide an overview of digital media marketing. Mark, Robb and Cameron cover tactics such as Search Engine Marketing (SEM), display ads, social media sponsored ads, retargeting campaigns and more.

They talk about types of targeting that can be done on different platforms, the type of media that appeals to users on those platforms and some different strategies across devices.

Also, they cover the strategy behind content marketing based on user behaviors, exploring tried and true tactics on the path that can convert someone in your targeted audience into a buyer. It’s crucial to understand your audience to appropriately market to them online.

Digital has to be a part of your ad campaign in this day and age, but it has to be done intelligently and efficiently to be successful.

Mark and Robb are joined by J&H’s Director of Traditional Media, Jeff Peterman. They discuss the reach of different types of media, including which are usually best for CPG products. They cover the value of recency in planning media and how it can offset the need for frequency.

They compare different formats and lengths of commercials on tv, radio and podcasts and why you would choose one for your product’s advertising.

They also explain why print is not dead, but they consider how changing trends in media consumption mean advertisers must adapt to capturing their modern audiences.

Mark and Robb explore the factors that determine how much you should spend on your advertising campaign, breaking down share of voice, share of market, frequency and more. They discuss why the category in which your product sells can make such an impact, plus strategies that can help tackle a greater share for your campaigns.

Mark lists what he would discuss with a client who comes to him asking about advertising budgets. They also cover some figures presented by Neilsen about advertising success and some common budget problems that can cause a campaign to fail.

Consultant and Master Broker David Biernbaum joins Mark and Robb on the podcast to discuss what a company should know before meeting with retail buyers. They go through steps in the process of getting a product on a retail shelf, exploring some of the thinking behind the store-level planning that determines whether or not a product will be approved. Category reviews at retail stores are major endeavors that any brand needs to be well-prepared for.

Smaller products and companies tend to be the higher margin products, with better innovation, but they’re still competing against the name recognition of big brands. Retail buyers are risk-avoidant, so a brand must make it clear that the risk for the retailer would be not adding your product to their shelves.

They explain the difference between brokers and master brokers and why brands need them to get into retail.

About the guest:

David Biernbaum is an acclaimed consumer products and retail consumer goods strategist, consultant, and master broker of national retail sales, specializing in the health and wellness space, and driving success through a loyal network of independent brokers nationwide. Since 1977, David and his teams have brought success to more than 200 highly successful consumer brands by providing hands-on expertise and personal passion and energy, to help consumer goods clients build brands and increase retail sales and profits, without the “big agency” overhead and bureaucracy.

In addition, David is also an investor and board member who is always on the lookout for the next innovation, or brand. He is a “BrainTrust” panelist and blogger on RetailWire.com, a guest editor for CPG Trade Media, and a speaker on consumer goods and retail topics who is frequently quoted in Forbes, CNBC and in industry trade publications.

In 2010, David founded “Consumer Goods & Retail Professionals”, a LinkedIn group for members to share industry information, news, referrals and friendship that now has more than 70,000 connections. David resides in suburban St. Louis and is a devoted fan of the St. Louis Cardinals and St. Louis Blues, as well as the Tigers of the University of Missouri-Columbia, his alma mater.

Visit his website, http://biernbaum.com/, and follow him on Twitter: @davidbiernbaum.

Mark Young and Robb Taylor explain why a CPG product needs both a paid search campaign and an organic search strategy in their overall digital marketing strategy. They talk through typical consumer behavior that makes it important for your product to show up at the top of their search.

They cover the differences between intent terms, conquest terms and consideration terms and how they can be used to support your advertising campaigns. 

Mark Young and Robb Taylor explain the strategy of offering premium-priced products to consumers compared to presenting yourself as a low-price leader. They explore the differences for your company, your product and the retailers where you want to earn shelf space.

Mark Young and Robb Taylor of Jekyll & Hyde Advertising expand on the difference between brand building and increasing sales for CPG companies. They explain what brand awareness, unaided brand awareness and top-of-mind awareness mean, in terms of measuring success – and what can make these figures nearly irrelevant.

They offer insight on what a brand really needs to do in order to shape how consumers experience the brand.

TikTok might look like cat videos and dance challenges—but for CPG brands, it's a massive opportunity. In this episode, Dr. Mark Young and Justin Girouard are joined by special guest Mark Young II, Founder + CEO of Ryze Agency, to break down how brands can use TikTok effectively without wasting budget.

From understanding why TikTok works on impulse buys, to navigating creative fatigue, to exploring how AI and user-generated content are reshaping the ad world—this conversation pulls back the curtain on what's really driving results in digital.

Whether you're skeptical about TikTok or itching to test it, this episode will help you decide if it's the right platform for your brand, and how to approach it strategically.

Retail isn't dead—it's evolving. Despite the noise about Amazon taking over, brick-and-mortar still drives the majority of CPG sales, and the smartest brands are using it as their exponential growth engine.

In this episode, Mark and Justin break down why e-commerce isn't replacing retail, which categories thrive in stores versus online, and how omni-channel strategies are shaping the future of CPG. You'll discover what retailers like Walmart are doing right, why "commodities" are in trouble, and how to position your brand for both stability and growth.

Listen now to find out why the future of CPG isn't about choosing online or in-store—it's about mastering both.

Most business leaders are unprepared for the wave of AI that's already reshaping entire industries. In fact, only 1 in 1,000 CEOs are ready to integrate it into their companies. In this episode, Mark and Justin break down what's driving that hesitation—and why ignoring AI could cost you everything. From driverless trucks to AI-powered marketing to "Virtual Mark," they explore the real risks and game-changing opportunities that CPG leaders can't afford to miss.

What you'll hear in this episode:

• Why fear, not technology, is holding leaders back from AI adoption
• How AI is already replacing entire job categories
• The difference between losing your job to AI vs. losing it to someone who knows AI
• How forward-thinking brands are using AI to cut costs, scale faster, and future-proof

Listen now to learn how to pivot from fear to future before it's too late.

Too many brands pour endless time and money into "perfecting" their logo, thinking that's the brand. It's not.

In this episode, Mark, Justin, and Jekyll+Hyde's Creative Director, Paul Perzyk, break down what truly makes a brand memorable — and why overcomplicating your design can hurt more than help. From international slogan mishaps to why Jaguar's rebrand tanked sales, this conversation is packed with insights that can save you from expensive mistakes.

You'll learn:

• Why your logo should be simple enough to draw in the sand
• How to make packaging work for new, unknown brands
• The right way to choose slogans that connect with customers
• When and how to evolve your brand identity without losing its essence

Listen now and start building a brand people actually remember.

Everyone's chasing influencers and TikTok—but there's one old-school channel quietly crushing it for CPG brands: radio.

In this episode, Mark and Justin pull back the curtain on how they've used radio to drive explosive in-store sales, cut through media clutter, and dominate overlooked markets with laughably low CPMs.

They're not just talking theory—they break down real campaigns that worked (and why), including how to target truckers with satellite radio, trigger impulse grocery buys on drive-time, and hijack weather reports to sell skin cream.

• Why most marketers are dead wrong about radio's reach
• How to geo-target and time-target ads without digital
• The art of making radio creative that actually converts
• A "vomit or no vomit" campaign that beat Pepto at their own game

Want a media edge your competitors aren't even thinking about? Listen now.

You’re not stuck because you don’t know how to grow. You’re stuck because you don’t know who can help you do it.

In this episode, Mark and Justin unpack one of the most powerful mindset shifts for CPG entrepreneurs: the “Who Not How” philosophy popularized by Dan Sullivan. If you’ve been trying to do it all—handle retail, ops, legal, marketing—you’re slowing your brand down.

They get real about what happens when you hire the wrong people (especially from big CPG) and how founders sabotage growth by clinging to loyalty instead of capability.

You’ll learn:

• Why the right “who” beats a mediocre “how” every time
• The surprising mistake CPG founders make when hiring from big brands
• Why firing a loyal team member might save your company

Listen now—and start scaling smarter.

Most entrepreneurs build their business for freedom—but end up creating a prison they can't leave.

In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard sit down with Greg Heeres, author of Passing the Baton, to unpack one of the most overlooked—and emotionally complex—parts of entrepreneurship: what happens when you step away.

Whether you plan to sell, pass the business down, or simply step back, Greg explains why succession is not a financial decision—it's an emotional one. From identity loss and leadership dependency to family dynamics and post-exit regret, this conversation reveals the hidden challenges most founders never prepare for.

You'll learn why every entrepreneur needs not one—but three plans: a short-term contingency plan, a long-term exit strategy, and a personal "next chapter" plan that replaces purpose after the business is gone.

The episode also explores:

• Why most businesses are dangerously dependent on the founder

• The four "unpredictable events" that can force an unplanned exit

• Why selling your company can strain (or even break) relationships

• How to prepare your team—and your family—for what comes next

• The biggest mistake founders make after a liquidity event

If you're building a business to eventually exit, this episode will challenge how you think about success—and what comes after it.

Because the real question isn't "How do I sell my company?" It's "Who am I when I no longer run it?"

Want your product on store shelves? It’s not as simple as you think. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard reveal the step-by-step guide for building a bulletproof retail channel strategy.

You’ll learn why getting into the wrong store can kill your brand, how to identify the perfect retail partners, and why your first retailer sets the tone for your entire launch. Plus, discover why hope is never a strategy—and what to do instead.

• How to map out your ideal retail “dream team”
• The surprising costs of launching with regionals vs. nationals
• Why retail cadence can make or break your brand
• The shelf placement puzzle: where you belong and who you replace

Ready to build a channel strategy that wins? Listen now.

The future of CPG is cleaner, leaner, and more honest—and if you're not already preparing for it, you're falling behind.

In this landmark 100th episode, Mark and Justin unpack the rising Maha movement (Make America Healthy Again), its momentum in retail, and why it matters right now for every CPG brand. From Kroger’s food-as-medicine strategy to the shift away from artificial ingredients and seed oils, this episode delivers critical insights on the new retail ethos.

• What Bobby Kennedy’s HHS leadership means for food, supplements, and personal care
• Why major retailers are prioritizing ingredient integrity—and what that means for your shelf space
• The consumer awakening that's rewriting the rules for product formulation and packaging

This isn’t a trend—it’s a transformation. Listen now to position your brand on the right side of it.

In today’s episode of CPG Insiders, Mark + Justin dive into their personal journeys in the CPG industry. Explore Mark’s early experience in advertising. Discover the importance of passion, purpose, and the impact of capitalism in creating successful products, and how the role of advertising can enhance people’s lives.

 In today’s episode of CPG Insiders, Mark + Justin reveal the only three paths that get brands into retail.

Retailers don’t care how much you believe in your product. They care whether it expands the category, trades customers up, or brings in new money.

Learn how to identify which path is right for your brand, and why anything outside of these three routes is a dead end. Discover how to use data, advertising, and team structure to make yourself irresistible to buyers under pressure to perform.

Getting on shelf is hard. This episode shows you how to make it a no-brainer.

On today’s episode of CPG Insiders, Mark + Justin wrap up the Unbreakable Rules for Retail series, this time focusing on the importance of mindset, truth, and proving one's worth in retail.  You’ve heard the product rules. You’ve heard the investment rules. But this episode tackles what separates the winners from the wannabes Learn the difference between abundance and scarcity mindsets. Discover the necessity of adapting to retail demands and the importance of humility in entrepreneurship. These are the beliefs and behaviors that define real retail success.  Realize the importance of manifestation and you WILL be successful.  If you're ready to build something big, this one’s for you.

On today’s episode of CPG Insiders, Mark + Justin are back with part 2 of their “Rules for Retail” series — and this time, they’re talking dollars and sense.

From advertising spend to broker relationships, learn the exact strategies successful brands use to scale at exponential rates. Discover what “15% just to stay in place” really means, why your broker should scare you a little, and how exponential growth only comes when you stop playing it safe.

In this episode of CPG Insiders, and part 1 of our  3-part series, Mark  + Justin dive deep into the product side of mass retail, revealing timeless strategies that separate hero products from mediocre ones.

In this video, we break down: • Believe in Your Product: Never make products you don't truly believe in. Authentic passion is contagious—when you believe in your product, buyers and customers do too. • Solve a Real Human Problem: Ensure your product addresses a genuine need. If your solution doesn't meet a core human problem, it won't resonate with a mass audience. • Focus on a Specific Audience: Avoid trying to be everything to everyone. Being a me-too product dilutes your brand. Instead, focus on a clearly defined target market. • Keep It Simple: Make products that can be described in one sentence. Clarity in your message builds better brand recall. • Maintain Strong Margins: Never have less than a 5:1 margin. A higher margin provides the budget needed for effective advertising and long-term growth. • One Hero Product Over Many Mediocre Ones: One successful item is better than ten mediocre products. Identify and protect your hero product, and never cannibalize its success. • Fit into Retail Expansion Levers: Your product should enhance profitability, drive higher volume, or expand category offerings—helping you capture more shelf space in mass retail.

They discuss the importance of aligning your product strategy with retail buyer expectations and the key role of innovation and focus in scaling your brand from digital success to dominating the big-box retail space.

If you enjoyed this episode and want more actionable insights on achieving mass retail success, connect with us: • LinkedIn for Podcast: https://www.linkedin.com/company/cpginsiders • LinkedIn for Agency: https://www.linkedin.com/company/jekyll-and-hyde-labs • Podcast Website: https://cpginsiders.com/ • Agency Website: https://jandhlabs.com/ • Apple Podcast: https://podcasts.apple.com/us/podcast/cpg-insiders/id1434129622 • Spotify: https://open.spotify.com/show/0JOZgrcDS8FezhyrulHRhI

Subscribe now for more expert tips on mass retail, effective product strategies, and building a brand that stands out in a crowded marketplace. Leave us a 5-star review wherever you get your podcasts, and stay tuned for Part Two where we explore investment strategies for retail success!

In today’s episode of CPG Insiders, Mark + Justin break down the biggest mistakes brands make when trying to transition from eCommerce to Mass Retail.

With thousands of products competing for attention, success isn’t about being on the shelf. The brands that win have already done the work to before the customer even walks in the store.

Learn why digital-only strategies fall short. Discover how mass media builds trust and recall, and why winning at retail starts long before the shopping trip begins.

In today’s episode of CPG Insiders, Mark + Justin reveal the #1 question brands ask: How do I get into retail? With SKU rationalization and increased competition, breaking into brick-and-mortar is harder than ever. But the brands that succeed aren’t just pitching buyers. They’re creating undeniable demand. Learn the proven strategy that gets brands from DTC success to national shelves, why TV advertising is a game-changer, and how to position your product for maximum retail appeal.

In today’s episode of CPG Insiders, Justin is joined by J+H’s Creative Director, Paul, to dive into a growing industry trend—brands searching for deeper purpose beyond selling products. With consumers increasingly making purchasing decisions based on alignment with their values, businesses can no longer rely on surface-level messaging or marketing gimmicks.

Learn why understanding your brand’s identity is critical, how it shapes long-term success, and what happens when companies skip this foundational work. Gain insights into the real impact of purpose-driven branding, why authenticity isn’t optional anymore, and how failing to define your customer can leave you lost in the noise.

In this special episode of CPG Insiders, the tables are turned as Justin Girouard takes the interviewer seat to ask Dr. Mark Young about his highly anticipated new book, The 27 Unbreakable Rules: Build a $100 Million+ Brick-and-Mortar CPG Brand. Mark breaks down the brutal reality of the CPG industry, where 95% of the 30,000 products launched every year fail, and explains exactly how to beat those odds.

The conversation dives deep into the necessity of true belief in your product, the danger of launching a "Me Too" item, and why simply getting placed on a Walmart shelf isn't the finish line—it's just the beginning. Mark also shares incredible stories from his 30 years of experience, including taking a massive financial risk to launch a motorized fishing lure on QVC with Chuck Woolery. Whether you are just starting out or looking to scale, this episode outlines the literal laws of physics for surviving and thriving in brick-and-mortar retail.

In today’s episode of CPG Insiders, Mark +Justin are joined by Coach Bob Shenefelt to talk about cutting through the noise—both in business and in life. Visionaries and entrepreneurs are constantly bombarded with distractions, making it easy to feel scattered and stuck. Coach Bob, author of Unscatter the Chatter, shares his insights on how to break free from mental clutter, focus on what truly matters, and build a life and business with clarity and purpose. Learn why willpower alone won’t drive real change, how structure actually fuels creativity, and why understanding your North Star is critical for long-term success. From managing internal chatter to creating an environment that supports growth, this conversation unpacks the mindset shifts that lead to real progress.

In today's epsidoe of CPG Insiders, Mark + Justin discuss the major shifts coming to the CPG industry in 2025. With a new administration bringing regulatory changes and a push for healthier food options, brands must be prepared to adapt. They cover everything from new health-focused policies to evolving retail strategies and the rising influence of Amazon-style advertising models. Learn how changes like ingredient bans, price shifts, and evolving consumer preferences will impact your brand—and what you can do to stay ahead. Whether it's navigating new regulations or optimizing your retail partnerships, this episode is packed with actionable insights to help brands thrive in an ever-changing landscape.

In this episode of CPG Insiders, Mark + Justin are joined by negotiation expert Chris Voss, former FBI hostage negotiator and author of Never Split the Difference, to discuss his new book Empathy and Understanding In Business. Together, they dive into the art of negotiation, exploring how empathy, trust-building, and collaboration can transform your business strategy.

Learn why understanding the other party’s perspective is critical, how to create long-term vendor relationships, and why prioritizing collaboration over compromise is essential. Chris Voss brings his unique expertise to the CPG world, offering actionable insights to help brands win in high-stakes negotiations.

In this episode of CPG Insiders, Mark + Justin discuss why your advertising budget for 2024 won't cut it for 2025. They explore the impact of media inflation, the necessity of evolving your marketing strategy based on future goals rather than past performance, and the importance of understanding your brand's replenishment cycle. Dive into their conversation on the complexities of CPG advertising, how to effectively plan for growth, and why maintaining last year’s budget could hinder your success. This episode is packed with insights to help brands stay ahead and thrive in an ever-changing market.

In today’s episode of CPG Insiders, Mark, riding solo, dives into the critical mindset of “playing to win” versus “playing not to lose.” Drawing from his personal racing experiences and entrepreneurial insights, he explores how this shift in perspective can make or break success in consumer packaged goods. Learn  the risks involved in retail entry, the power of brand awareness, and the importance of proving your product in the marketplace. For entrepreneurs looking to thrive, this episode reinforces why bold actions and calculated risks are essential for growth.