Explore every episode of the podcast The Octopus Podcast

TikTok Shop is not a fad - it is where emerging CPG brands can still capture attention, build demand, and unlock real sales before the big brands fully crowd in. Jake Bjorseth explains why the smartest brands are betting on social commerce now, and why waiting could mean getting boxed out later. Mike Levinson and Jake Bjorseth break down the new playbook for consumer brands that want more than expensive grocery distribution and invisible ads. If you are a founder, marketer, or brand operator trying to grow a food, beverage, beauty, apparel, or other consumer product, this conversation gives you the clearest case yet for why TikTok Shop belongs in your strategy. You’ll discover:

• Why grocery retail is often a brutal, money-losing path for smaller brands
• Why Amazon still matters for visibility, but may not be enough on its own
• How TikTok Shop’s creator program actually drives sales through trusted, contextual recommendations
• Why “contentable” products outperform feature-and-benefit marketing
• How repetition, entertainment, and emotional storytelling turn a product into something people want to share
• The exact first step Jake recommends for brands that feel intimidated by TikTok Shop

Jake also shares how his team built around this shift, why they chose social commerce over a safer agency path, and how brands can use creator-led content to turn discovery into demand across TikTok, Amazon, and beyond. Along the way, Mike pushes on the hard truth most brands avoid - if you are still “working on it,” you may already be behind.Jake Bjorseth is the founder of Return on Creators, a social commerce and creator marketing agency focused on helping brands win on TikTok Shop. He has worked in influencer marketing and social media since 2016 and has helped brands use creator-led strategies to drive revenue, lift Amazon sales, and grow into retail opportunities.Perfect for founders and marketers who know social commerce is the future, but want a practical way in. If you want more attention, more trust, and a smarter path to growth, this is the episode to hear first.

Grocery retail is a bloodbath, and if you are an emerging brand, this episode explains why chasing shelf space can be the fastest way to burn cash. Mike Levinson breaks down the three buckets every CPG brand has to understand, and makes the case that your real opportunity is not in the giant banners, but in the channels you can actually own.He lays out the ugly math behind grocery: private label already commands a massive share of revenue, national brands are under constant pressure, and if your product starts moving, buyers can copy it, undercut it, and knock you off the shelf. Mike explains why most brands are not unicorns, why deep pockets matter, and why the biggest mistake is mistaking visibility for traction.You'll discover:

• Why grocery retail often means renting space, not building a business
• The 3 things required to survive on shelf, and why most brands fail one or more of them
• How to think about your backyard first, from independents and colleges to micro markets and convenience stores
• Why Amazon, Shopify, and social media matter to buyers more than you think
• How food service and alternative channels open up a much broader, more fragmented opportunity set

Mike also previews what this podcast will cover next, including GPOs, distributors, broker problems, ghosting, trade shows, sales sheets, samples, micro markets, vending, OCS, and how to plan for 2027 with discipline instead of wishful thinking.This is a blunt, no-BS wake-up call for founders, operators, and brand builders who are tired of getting seduced by “glamorous” grocery placement and want a smarter path to real growth. If you need a clearer strategy for where to launch, how to build a foundation, and what channels actually deserve your attention, this is the episode to hear first.

Welcome to the launch of The Octopus Podcast, where Mike Levinson takes you on an unfiltered journey through the complex world of food service and retail! In this inaugural episode, Mike shares his personal mission to educate and entertain while unraveling the mysteries of the food service industry that many find confusing.

Mike dives deep into his 25+ years of experience, revealing insights that can transform your understanding of food service beyond the grocery aisles. He discusses his unique approach to consulting and why he believes that traditional grocery retail is not the answer for success. Listeners will hear about the vast opportunities available in alternative channels and the importance of distribution and velocity in driving business growth.

You'll discover:

- The real meaning behind the term "food service" and why it matters for your business.

- How to navigate group purchasing organizations (GPOs) and their crucial role in the supply chain.

- The different channels in the food service world and which ones are primed for growth.

- Mike's passion for the industry and the significance of connecting with the right resources to succeed.

The stakes are high: ignoring the insights in this episode could mean missing out on key strategies that propel your business forward. With the food service landscape constantly evolving, understanding these channels can be the difference between thriving and merely surviving.

Join Mike on this exciting new venture, as The Octopus Podcast promises to deliver valuable content, connections, and motivation in each episode. Perfect for food service professionals, entrepreneurs, and anyone looking to gain an edge in this fragmented market. Subscribe now and stay tuned for more enlightening discussions!

Welcome to the Octopus Podcast with host Mike Levinson