CPG Insiders

Your CPG brand is collecting more data than ever. But are you using the right information to actually grow your business?

In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard welcome Tim Shea, Founder & CEO of Latticework Insights, to reveal why so many CPG and DTC brands are sitting on untapped growth opportunities hidden inside their own data.

With 25 years of experience in data science and retail, Tim explains what separates good brands from elite brands, why tracking the wrong KPIs can derail your strategy, and how AI is making advanced analytics faster and more accessible than ever.

One of the biggest opportunities? Customer retention. Tim shares a real-world example of how identifying one overlooked customer behavior revealed a potential $500,000 revenue opportunity.

In this episode, you'll discover:

• Why collecting more data doesn't necessarily lead to better decisions
• The biggest mistakes CPG brands make when measuring performance
• How siloed teams and conflicting KPIs prevent growth
• Why customer lifetime value (LTV) and acquisition costs (CAC) matter
• How AI can uncover opportunities traditional reporting misses
• The SMART framework for evaluating customer behavior
• Why identifying one high-leverage metric can transform a brand's strategy
• How smaller and emerging CPG brands can start using AI and analytics today

You don't need more dashboards. You need better insights, clearer priorities, and a team that's aligned around what drives growth.

About our guest:

Meet Our Guest: Tim Shea

Tim Shea is the Founder & CEO of Latticework Insights, a data science agency helping retail, CPG, and DTC brands turn complex data into actionable business intelligence.

With 25 years of experience spanning retail, consumer products, apparel, luxury, and technology, Tim works with brands to improve customer retention, understand profitability, identify growth opportunities, and build stronger data-driven organizations.

Learn more about Tim and Latticework Insights at https://www.latticeworkinsights.com/

Episode chapters:

00:00 – The AI revolution and what it means for business

04:25 – Meet Tim Shea, Founder & CEO of Latticework Insights

07:51 – Why data and team alignment matter

11:29 – The hidden costs of fragmented data

14:01 – What separates good brands from elite brands

19:59 – The customer retention opportunity brands overlook

23:22 – How AI is accelerating business analytics

28:36 – Should businesses be afraid of AI?

33:11 – What your P&L isn't telling you

37:24 – How smaller CPG brands can get started

40:04 – Working with Latticework Insights

44:31 – Tim's practical advice for getting started with AI

Subscribe to CPG Insiders for more conversations on brand growth, CPG marketing, retail strategy, consumer behavior, and scaling your business.

#CPGInsiders #CPGMarketing #CPGBrands #DataAnalytics #ArtificialIntelligence #BrandGrowth #CustomerRetention #DTCBrands #ConsumerPackagedGoods #BusinessGrowth

Consumers are feeling more pressure—but that doesn’t mean they’ve stopped spending.

In this episode of CPG Insiders, Mark Young and Justin Girouard sit down with Baringa’sCaspian Conran and Maureen Bossi to break down the state of the U.S. consumer, where spending is shifting, and what CPG brands should be watching next.

One of the biggest takeaways: consumers are becoming more selective about where they spend, but they’re still willing to pay a premium when the product delivers real value.

The conversation covers:

• Why aggregate consumer data can hide major differences between income groups

• How premium brands can protect their positioning in a softer economy

• Why cutting marketing during a downturn can cost you market—and mind—share

• How gas prices and other economic indicators can signal changes in buying behavior

• Why consumers may delay big-ticket purchases while still indulging in smaller premium experiences

• How AI could reshape both the consumer journey and the broader economy

For CPG leaders, the message is clear: understand exactly who your customer is, stay visible, and make sure the value of your offer continues to exceed the price you’re asking.

To learn more about Baringa and what they can do for you, please visit https://www.baringa.com/en/

Private label has changed.

Store brands used to wait for successful products, create a cheaper alternative, and sit next to them on the shelf.

Now? Retailers are building brands of their own—and in some cases, they may not need your brand on the shelf at all.

For CPG companies, getting retail distribution isn’t enough. You need to build a brand consumers actively demand.

Because if shoppers don’t care which brand they buy, the retailer has every reason to choose its own.

Getting a massive retail PO can feel like the breakthrough your CPG brand has been waiting for. But what if saying “yes” actually puts you out of business?

In this episode of CPG Insiders, Dr. Mark Young and Justin are joined by CPA and fractional CFO Scotty Palmer to break down one of the biggest challenges facing growing consumer brands: managing cash while scaling.

Scotty shares real-world examples of brands that looked profitable on paper but were nearly out of cash, companies trapped by expensive receivables factoring, and founders who landed major retail opportunities only to discover they couldn’t afford to fulfill them.

They also unpack why your best-selling SKU isn’t necessarily your most profitable, how rapid retail expansion can create a cash-flow crisis, and why looking backward at financial statements isn’t enough when your business is growing forward.

In this episode:

• The difference between profitability and cash flow
• Why a big retail PO can actually hurt your business
• The hidden cost of receivables factoring
• How to model cash needs before entering more stores
• Why more SKUs don’t always mean more profit
• How to identify your most profitable products and channels
• The difference between a bookkeeper, controller, and CFO
• Why growing brands need a forward-looking financial strategy

If you’re building a CPG brand and preparing to scale into brick-and-mortar retail, this episode will help you understand the numbers behind sustainable growth.

Learn more about CPG Insiders: https://cpginsiders.com/

Connect with Scotty Palmer / Take the financial quiz: https://palmersadvisers.com/cash

Get your copy of The 27 Unbreakable Rules: https://a.co/d/0bUR3OHe

Subscribe for more conversations about building, scaling, and growing successful consumer brands.

When is the right time to sell your CPG brand?

In this episode of CPG Insiders, Mark Young and Justin Girouard break down one of the biggest—and most emotional—decisions every entrepreneur faces: when to exit. They explain why the best time to prepare for a sale is years before you plan to sell, how buyers actually value brands, and what separates a $50M exit from a $500M+ exit.

You'll learn why buyers aren't purchasing your history—they're buying your future.

In this episode:

• Why founders should start preparing for an exit 3 years in advance
• The biggest mistakes entrepreneurs make before selling
• How strategic buyers value growth differently than private equity
• Why momentum matters more than current revenue
• The 10 signs your company may be ready for an acquisition
• The exit readiness scorecard every founder should use
• Real acquisition examples including Rao's, RXBAR, Kind, Native, Cremo, - Primal Kitchen, and more
• How to build a company that can thrive without the founder

One of the biggest takeaways:

"The right price to sell your company is when someone offers you more than you'd pay for it yourself."

Whether you're planning to sell next year or ten years from now, this conversation will change how you think about building enterprise value.

Landing a purchase order from Walmart, Target, Walgreens, or another national retailer can transform your business overnight. But it also creates one of the biggest challenges CPG brands face: financing inventory before you get paid.

In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard sit down with Rohit Mathur, Co-Founder & CEO of Bridge, to discuss how modern purchase order financing is helping emerging brands scale into retail faster.

You'll learn:

• Why retail expansion creates massive working capital challenges
• How purchase order financing works
• The right time to secure financing before retail expansion
• Common financing mistakes that can cripple growing brands
• Why merchant cash advances can become a dangerous trap
• How AI is making funding decisions faster and more accessible
• What lenders actually look for when evaluating CPG brands
• Why Walmart suppliers need to prepare long before the first purchase order arrives

Whether you're selling on Amazon today or preparing to enter Walmart, Target, Walgreens, Kroger, or other major retailers, this conversation offers practical guidance on funding growth without sacrificing your business.

Connect with Bridge

www.bridgemarketplace.com

Learn More

www.jandhlabs.com

If you found this episode valuable, subscribe for more conversations with the leaders helping CPG brands grow, and leave a comment with your biggest challenge when scaling into retail.

AI isn't coming—it's already here, and it's transforming how CPG brands launch products, manage compliance, and compete with industry giants.

In this episode of CPG Insiders, Mark Young and Justin Girouard speak with Ronnie Coleman, founder of https://www.puntt.ai/. Their chat talks about how AI is helping brands automate packaging reviews, regulatory checks, content approvals, and global compliance processes.

They discuss:

• Why AI is leveling the playing field for challenger brands
• How entrepreneurs can move faster than large corporations
• The future of legal, regulatory, and compliance reviews
• Why AI won't replace people—but will change how they work
• How AI can help brands avoid costly packaging and marketing mistakes
• The importance of becoming an AI-native company

If you're building a consumer brand, this conversation offers a practical look at how AI can reduce friction, speed up execution, and create competitive advantage.

The future belongs to the curious.

In this episode of CPG Insiders, Mark Young and Justin Girouard discuss why mindset, imagination, and continuous learning are becoming the most valuable skills in the age of AI.

They also share the books that have had the greatest impact on their thinking around entrepreneurship, growth, leadership, influence, communication, and innovation.

Topics include:

• The 10-80-10 AI framework
• Why 10X thinking changes decision-making
• Who Not How and scaling through people
• The psychology of influence and persuasion
• Entrepreneurial operating systems and business growth
• Negotiation lessons from FBI hostage negotiator Chris Voss
• The future of AI, technology, and human potential

Plus, a complete reading list featuring books from Benjamin Hardy, Dan Sullivan, Byron Sharp, Robert Cialdini, Angus Fletcher, Peter Diamandis, Chris Voss, and more.

Featured books include:

• The 27 Unbreakable Rules
• HYPNO-TI$ING
• The Science of Scaling
• 10X Is Easier Than 2X
• Who Not How
• The Gap and the Gain
• Traction
• The Greater Game
• How Brands Grow
• Influence
• Pre-Suasion
• Primal Intelligence
• Never Split the Difference
• We Are As Gods

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.

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?"

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.

A lot of founders believe scaling a CPG brand is about working harder, running more ads, or grinding through incremental growth.

But what if the real path to scale is completely different?

In this episode, Mark and Justin sit down with Keith and Ryan DiGregorio—founders building a breakthrough cleaning product—to talk about what happened when they got an early look at the new book "27 Unbreakable Rules."

What started as a curiosity quickly turned into a blueprint for how CPG brands actually grow.

From discovering that 80% of purchases still happen in retail, to rethinking pricing strategy, positioning, and category creation, this conversation unpacks several myths that hold founders back.

They also share the mindset shifts required to build a brand that can scale—and eventually be acquired.

Key Takeaways:

• Why most founders misunderstand the path from e-Commerce to retail
• The surprising reason retailers prefer higher priced products
• How to position your product to create its own category
• Why scalable brands must be able to run without the founder
• The key questions every CPG founder must answer honestly

If you're building a consumer brand and want to grow beyond the ceiling of digital, this conversation offers a practical look at what it actually takes to scale.

You don't need a bigger team to scale your CPG brand. You need the right who. Most founders think the next move is hiring a full-time VP of Sales, a marketing team, or a supply chain lead. But at $5M, $10M, even $20M, that kind of overhead can crush your cash flow before retail ever pays you back. In this episode, we sit down with Les Hamilton, founder of CPG Integrated and former Target buyer, agency executive, and Chief Revenue Officer. He breaks down what actually happens when you get into retail—and why so many brands fail after they "win" the shelf. You'll hear: • Why retail is an audition—and most brands fail it • The hidden cash flow trap behind national rollouts • What buyers really care about (hint: it's not your factory) • Why premium pricing beats competing on margin • When to hire marketing first—and when you desperately need a CFO • How fractional executives can get you to $70M without a $300K salary If you're a founder trying to move from digital to brick-and-mortar—or from $7M to $70M—this conversation could save you millions. Listen now and rethink how you scale.

In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard tackle one of the most common—and most misunderstood—questions in direct-to-consumer marketing: How do you budget for DTC when there is no fixed budget?

They explain why traditional retail budgeting models break down in a modern, multi-channel DTC world and why brands must instead focus on cost per acquisition, lifetime customer value, and scalable economics rather than preset annual spend limits.

Mark walks through how to calculate customer value across one-time purchases, replenishment products, and subscriptions—and why the brands that win are the ones willing to spend the most to acquire customers while maintaining discipline. The conversation highlights how cash flow timing, manufacturing capacity, market size, and media efficiency all act as real constraints on DTC growth.

Using analogies like slot machines vs. vending machines, the episode breaks down how DTC campaigns evolve from unpredictable experimentation into repeatable, scalable systems—and why each new channel resets the learning curve.

The episode closes with a candid reminder: while direct-to-consumer CPG offers one of the fastest paths to building massive value, it requires resilience, patience, and a tolerance for risk—along with experienced partners who understand how to navigate constant change.

Quitting a cushy job at American Airlines to sell recipe cards? Sounds crazy—until you realize it's an eight-figure business. Josh Hadley, host of the podcast Ecomm Breakthrough and founder of Hadley Designs, shares how he and his wife turned a passion for design into a scaling e-commerce brand. From moonlighting in the corporate world to leveraging Amazon arbitrage, Josh breaks down the gritty truths, painful lessons, and hidden strategies that led to explosive growth—without raising a dime in funding. You'll learn: • Why your cash conversion cycle might be killing your growth • The Amazon era is over—where smart CPG brands are moving next • How to scale without giving away your company Listen now and rethink what it really takes to grow a CPG brand that lasts.

Most brands fail—not because their ads are bad, but because they're not seen enough. In this episode, Mark and Justin unpack the misunderstood power of frequency and how it drives real results in CPG advertising. You'll learn how often consumers really need to see your message before they act, why "being a little bit pregnant" with your budget leads to wasted spend, and how to engineer frequency that converts—even on a tight budget. Inside:

• The science behind the "rule of 7" vs. the "rule of 17"
• How creative quality impacts frequency effectiveness
• Why spreading your ad dollars too thin is a losing game
• How to pick media platforms that maximize impact

Listen now and make sure your next campaign actually breaks through.

A big seasonal order might look like a win—but it can quietly crush your margins if you're not careful. In this episode, Mark and Justin break down the real mechanics of seasonal (in-and-out) retail: how timing, payment terms, inventory risk, and retailer behavior can make or break your business. They share practical insights from real CPG brands, plus hard-earned lessons on managing product life cycles across retail sectors. You'll walk away knowing exactly how to evaluate seasonal opportunities—and how to protect your bottom line while still seizing growth. • Why "Pay on Scan" isn't always what it seems • How retailers shift inventory risk back to YOU • What most brands get wrong about replenishment • The markdown strategy you should plan before you ship Listen now to avoid costly seasonal missteps.

What if the smartest tool in your business isn't a dashboard or a spreadsheet—but your own brain? Dr. Angus Fletcher, author of Primal Intelligence, joins Mark and Justin to dismantle the myth that data and AI are the future of innovation. From working with U.S. Army Special Operations to decoding Shakespeare and Pixar, Angus reveals the four brain processes that drive human ingenuity in chaotic environments—and how entrepreneurs can reclaim their innate edge. You'll learn: • Why human intuition trumps data in uncertain markets • The neuroscience of storytelling and how it builds plans that actually work • How to shift from optimization to innovation • Why most marketing is mid—and how to fix it Ready to build a brand that breaks through instead of blends in? Listen now.

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.