CPG Insiders

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...

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...

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 you...

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 cri...

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...

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 hi...

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.

On today’s episode of CPG Insiders, Mark + Justin are joined by frequent guest and veteran CPG expert David Biernbaum to discuss the do's and don'ts of preparing for ECRM meetings and the critical importance of a solid marketing plan. They dive into how retailers evaluate new products, and common mistakes to avoid, and how to ensure your product gets and stays on the shelf. Learn how ECRM can be a game-changer for brands that are ready to present themselves professionally and effectively.

On today’s episode of CPG Insiders, Mark + Justin explore the concept of the "Free Zone”, where brands can escape competition by creating unique value. They discuss how consumer brands can find untapped market spaces and leverage collaboration to elevate their industries. With examples ranging from beauty to beverages, they dive into how brands can distinguish themselves by aligning authentically with their customers and finding new ways to create impact. Learn how to navigate your brand towards a sustainable competitive advantage!

On today’s episode of CPG Insiders, Mark + Justin dive into the intersection of business and politics, with the upcoming U.S. presidential election looming large. They discuss how consumer brands must navigate the chaotic political climate, exploring how marketing strategies and consumer behavior shift during election season. From the rising cost of goods to political alliances and the potential implications for your business, learn insights on how brands can prepare for the uncertainty ahead. Don’t miss this crucial episode on steering your brand through turbulent times.

In today's episode of CPG Insiders, Mark dives into the importance of assembling the right team, particularly focusing on the value of a fractional CFO for growing businesses. Joined by Paul Harrison, a seasoned fractional CFO with extensive experience in the consumer packaged goods industry, they discuss the critical role a CFO plays in managing finances, predicting cash flow needs, and avoiding costly mistakes.

Tune in to learn insights on how a fractional CFO can provide the expertise of a full-time CFO without the full-time cost, making it an ideal solution for startups and mid-sized companies. 

In today’s episode of CPG Insiders, Mark is joined by Drew Littlejohns, co-founder of VH Nutrition and an expert in the Amazon landscape, to dive into the often-overlooked challenges of building a successful Amazon business. This conversation explores the complexities of navigating Amazon's ever-evolving platform, the impact of AI on search algorithms, and the steps brands must take to protect their presence online.

Learn insider strategies, including the importance of tightly managing your Amazon listings, handling rogue resellers, and the hidden costs of staying competitive on the platform. This episode is a must-listen for anyone se...

In today’s episode of CPG Insiders, Mark is joined by award-winning entrepreneur Justin Floyd to address a growing concern in the industry: counterfeiting. Mark + Justin discuss the alarming rise of counterfeit products and the impact on both consumers and legitimate brands. 

Learn how AI and advanced technology can help combat this issue and protect supply chains with real-world examples, highlighting the significant economic implications and the importance of maintaining product integrity.

About Justin Floyd  
Justin Floyd is an award-winning entrepreneur with a 25-year track record of founding and investing in pioneering techn...

In today’s episode of CPG Insiders, Mark is joined by entrepreneurial giants Dan Sullivan, Joe Polish, and Dean Jackson. They explore effective marketing strategies, drawing on decades of experience. The group shares transformative ideas that have propelled their careers, focusing on how small businesses can apply psychological principles to influence consumer behavior and the importance of consistent relationship-building. This episode provides firsthand experiences and actionable insights from top minds in marketing and entrepreneurship.

Tune in for valuable knowledge to enhance your marketing and business growth strategies.

In today’s episode of CPG Insiders, Mark + Justin are joined by friend and frequent guest David Biernbaum to discuss SKU rationalization in retail. They dive into  how retailers streamline their product offerings to boost efficiency and profitability, especially during economic downturns. The conversation covers the impact on both large and small brands, emphasizing the importance of maintaining unique products to attract loyal customers. 
Learn practical advice for challenger brands trying navigate SKU rationalization and effectively collaborate with retailers. Tune in for expert insights and strategies to help your brand thrive. 

In today's episode of CPG Insiders, Justin + Paul continue their exploration of the organizing idea, shifting focus to the essential first step: understanding your brand identity. Building on their previous discussion, they dive into why knowing who you are and why you exist is crucial for creating authentic connections with your audience. Learn practical insights and strategies for uncovering your brand’s true purpose, ensuring your messaging aligns and resonates with your target market.

In today’s episode of CPG Insiders, Justin welcomes Paul, the Creative Director at Jekyll+Hyde, to explore the crucial elements of building a brand that lasts in the CPG industry. They discuss the importance of understanding your brand's identity, knowing your customers, and developing cohesive messaging that resonates with your target audience. They share practical insights on avoiding common pitfalls, maintaining brand trust, and transforming transactions into lasting customer advocacy.

If you've ever wanted to know the behind-the-scenes secrets of creating a brand that stands the test of time, this is the episode for you.

In today’s special edition of CPG Insiders, Mark + Justin offer a behind-the-scenes look at their consultative process with emerging brands in the consumer packaged goods industry. They engage with the founders of the Scrummy Sweets Co. to dissect the challenges and opportunities of launching a new product in a highly competitive market. From discussing production difficulties and market entry strategies to exploring marketing tactics and distribution challenges, this episode provides invaluable insights into the realities of scaling a CPG brand. If you’ve ever wanted to peek behind the curtain and discover the secrets of brand consultation, this epis...

On today's episode of CPG Insiders, Mark + Justin delve into the critical role of Amazon in the CPG landscape, emphasizing how it's shaping consumer behavior and expectations. They discuss strategies for effectively using Amazon as a platform, from choosing the right fulfillment options to navigating the competitive marketplace. They also address the importance of adapting to Amazon's influence on customer experience, from product discovery to post-purchase interactions. For CPG brands looking to thrive in today's e-commerce-driven world, this episode provides valuable insights into leveraging Amazon's vast reach while protecting and growing their brand.

On today's episode of CPG Insiders, Mark + Justin address the critical topic of legal navigation within the CPG industry. They underline the importance of understanding FDA and FTC guidelines to prevent regulatory pitfalls, especially when making product claims. They discuss the need for specialized legal counsel to aid in classifying products appropriately and ensuring compliance with advertising standards. The episode acts as a cautionary yet informative guide for CPG entrepreneurs to emphasize the proactive management of legal risks and the value of professional support in achieving business longevity and success.

In this episode of CPG Insiders, the focus turns to the critical importance of intellectual property (IP) in the CPG world. Mark + Justin explore how IP serves as a vital asset that can greatly enhance a company's market value, drawing parallels to real estate. They cover the essential aspects of patents, trademarks, copyrights, and trade secrets, underlining the necessity of safeguarding innovation. The conversation also touches on the evolution of business valuation from tangible to intangible assets, underscoring the strategic advantage of IP. This episode is packed with key insights for CPG entrepreneurs aiming to utilize intellectual property effectively...

In todays episode of CPG Insiders

Mark + Justin tackle an essential question for entrepreneurs: Do you have a single product or the foundation for a broader business? They delve into the critical differences between having a successful item on platforms like Amazon and building a sustainable, scalable business capable of thriving in the competitive retail landscape. Through insightful examples and analysis of market dynamics, Mark and Justin offer valuable guidance for evaluating your product's potential and strategizing for long-term growth. This episode is a must-listen for anyone looking to understand the nuances of product versus business in...

On today’s episode, Mark + Justin dive into the game changing strategies from the book “10x is Easier than 2x” by Dan Sullivan and Dr. Benjamin Hardy. They explore the revolutionary concept that aiming for tenfold growth is not only more exciting, but often easier than the traditional goal of doubling. Drawing from their extensive experience, Mark + Justin discuss how this 10x mindset shifts the approach to business, pushing beyond the limits of incremental growth to embrace innovation and bold thinking. This episode is packed with practical advice, real-world examples, and insights into how entrepreneurs can apply 10x thinking to ach...

This episode, Mark + Justin welcome back master broker, David Biernbaum, to discuss his experience with ECRM (Efficient Collaborative Retail Marketing) and its impact on the Consumer Packaged Goods industry, especially for entrepreneurial brands. ECRM has changed the industry by offering category-specific events where new companies get a chance to interact directly with retail buyers - significantly increasing opportunities for small brands. The guys also talk about how to determine if your brand is ready for ECRM and the steps you can take to prepare for the event.
 
About David Biernbaum: David is a nationally acclaimed consumer products r...

This episode, Mark meets with Lauren Stiebing of LS International to discuss mentorship. The right mentor can fast track your learning + help you take your business to the next level. Lauren shares her insights into how to connect with the right mentor and what kind of commitment it takes to build an impactful mentor-mentee relationship. Plus, Mark + Lauren talk about common obstacles and goal-setting for purposeful work together with a mentor. 
 
About Lauren Stiebing: In 2015, Lauren founded LS International, an organization that partners with global consumer companies to help them find, retain, and develop their executive teams to...

This episode, Mark + Justin talk entrepreneurlife and the age-old "too much to do, not enough time" problem with Andrew Mellen, author of Calling Bullsh*t Busy. Andrew teaches entrepreneurs, businesses, and everyday people how to leverage time management + simplification to create freedom through organization.

Deeper than just 'getting organized', Andrew fosters real transformation by changing how people think, feel, and interact with time, money, and stuff. Plus he shares easy, actionable steps you can take right now to address time-productivity obstacles in your own business. A great listen for anybody looking to take more control of their...

This episode, Dr. Mark Young is joined by Randy Mercer, Chief Product Officer at 1WorldSync, to talk about product content - what it is, why you need it as a retail vendor, and how product content platforms help both brands and retailers drive sales. 
 
For brands entering their first retailer, getting product content to stores to help them operate their supply chain and ecommerce experience is critical! Learn how product content platforms help brands build that bridge with retailers. Plus, how brands can leverage product content platforms for big benefits like telling their product story across multiple re...

This episode, Mark + Justin are joined by David Biernbaum to talk about Rite Aid's brace for bankruptcy and projections to close hundreds of stores. They dig into what the progression of this bankruptcy filing could look like over the next few months for vendors + consumers. 
 
Most importantly, the guys discuss the impact on suppliers working with Rite Aid now. How brands that currently distribute through Rite Aid can curb potential losses and mitigate coming risk, what it means for future distribution of brands just beginning at Rite Aid, plus what payment scenarios might play out for suppliers. 

On this episode of CPG Insiders, Mark and Justin introduce the company that is revolutionizing the new product entry process into brick-and-mortar retailers, PharmaVision! 
 
If you have a health-enhancing product with limited distribution or looking to gain your first major retailer, this is the must-listen-to episode for you!
 
For new listeners of the show, Mark and Justin provide a brief overview of the long and laborious process of how products gain brick-and-mortar distribution today. 
 
They then discuss how with PharmaVision, brands can simplify that process, gain the ability to be on shelf in just...

Today, the guys talk pricing and price strategies.  How, with inflation - your product isn't competing with just competitors, but with a gallon of gas, or other basic necessities.  We have an excellent guest Ben Reich that we jump right in with.  Tune in and give it a listen. 

Ben Reich is the Co-founder and CEO of Datasembly (backed by well-known VCs). The company tracks product prices across 200+ retailers representing 150k+ stores across North America which is incredibly timely given the current economic climate and inflation issues. Currently, food inflation is outpacing salary growth and CPGs + retailers are...

This week’s exciting episode deviates from our standard entrepreneurial guest, instead we have a former FBI agent hostage negotiator, Chris Voss.

Chris Voss is also the author of the world renown book “Never Split the Difference: Negotiating As If Your Life Depended On It” – recounting the practices and tactics Chris used in hostage negations and how it can be applied to business negotiations.

Mark, Justin, and Chris breakdown the process of becoming a hero for the buyers we’re selling to. Showcasing our desire to collaborate to mutually succeed. It’s not a simple, linear path...

This week we welcome the charming and brilliant Joe Polish. Mark and Justin discuss his New York Times best-selling book “What’s in it for Them?” 

Joe Polish is one of the most sought after marketers alive today, known for his ability to connect with almost anyone on the planet. Joe continues to be a prominent figure in the world of business and entrepreneurship. He’s the co-founder of two popular podcasts: 10XTalk and iLoveMarketing.

Mark, Justin, and Joe breakdown the power of asking “What’s in it for them?” in every interaction in business and life. Start...

For today’s episode we welcome our guest, the owner of Sweet Leaf, Michal May. Michael recounts his father’s incredible journey starting the company. 

We learn about alternatives to sugars, and the laborious process of getting FDA approval. Mark, Justin, and Michael discuss the lessons they’ve learned that are crucial for the success of starting a company. 

Michael talks about applying his military strategy training to being an entrepreneur and the challenges COVID has provided for CPG products getting on the shelves of retailers – and all the necessary preparation and planning that goes into it. <...

This Show’s Notes

Mark is in sunny Florida for today’s show, and Justin is in an ice storm in Detroit.  Mark let’s us know a little about our guest David Biernbaum.  The guys jump right in to how the pandemic changed meeting.  From retailers conducting business differently, to ECRM being digital.

Pre-Pandemic, all the retailers would have an annual review.  There would be meetings set up, and we would show what we are trying to do, and we would fight to get our products on their shelves.  But now…its all virtual meetings, fro...

Today’s Episode

These shows are essentially conversations that we, at the Agency have every week. The core of these shows come from meetings we have taken with clients. If we get three people asking us the same questions in a week, there has to be other people who would benefit from knowing this information. Every show here is built on something someone asked.

Mark and Justin dive into explaining different types of clinical trials

How to go about our own Clinical Trial

Get FTC Lawyer before you make claims

...

Content Outline For Today's Show

Segment 1: When we have increased costs and increased store brand sales - do not stop advertising
Segment 2: The odds that you are the only one product in market that can do what you can do is very unlikely
Segment 3: When you cut advertising and marketing, you reduce your future value - momentum matters

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