Blog
Insights on fundraising, retail, margins, and scaling CPG brands from Jeff Church and the CPG Founders Group.
The CPG Founder's Playbook - Every Play You Need to Launch and Scale Your Brand
23 battle-tested plays from Jeff Church covering KPIs, fundraising, gross margins, trade spend, retail strategy, team building, and more. The complete operating system for CPG founders.
CPG Brand Storytelling: Why Your Story Is Your Biggest Competitive Advantage
Jeff Church on how to craft a CPG brand story that wins retail buyers, moves investors, and builds consumer loyalty that marketing dollars alone can't buy.
CPG Company Culture: Why It Compounds Like Capital (and How to Build It Before You Need It)
Culture compounds quietly — but its returns become real money. Jeff Church on building CPG company culture that survives the scaling phase.
Why Good Beats Perfect in CPG: The Speed-to-Market Playbook
The CPG brands that win aren't the ones with the perfect product. They're the ones who move from concept to shelf faster than the competition.
CPG Price-Pack Architecture: Why Your Pack Size Is Your Most Powerful Strategy Tool
Most CPG founders treat pack size as a packaging decision. It's not. It's a strategy decision that determines your channel access, gross margin, and long-term survival.
The Regional Grocery Playbook: What CPG Founders Need to Know Before Pitching Publix, HEB, and Wegmans
Publix, HEB, and Wegmans are three of the most powerful grocery accounts in America. Here's the playbook most CPG founders miss.
The CPG Pre-Launch Playbook: What Your First $250,000 Should Actually Buy
A 8-phase pre-launch roadmap with real dollar allocations, timelines, and the hard truths every CPG founder needs before spending their first dollar.
The Single-Customer Trap: How to Manage Customer Concentration Risk in CPG
When one retailer controls 40%+ of your revenue, they control your survival. Jeff Church on the hidden danger of customer concentration in CPG.
Go Deep Before You Go Wide: The CPG Geographic Expansion Playbook
Most CPG founders spread distribution too thin, too fast. Here's the geographic expansion playbook that builds lasting velocity before you move to the next market.
The Sprouts Playbook: What CPG Founders Need to Know Before Pitching the Natural Specialty Channel
Sprouts Farmers Market is one of the fastest-growing natural grocers in America. Here's how CPG founders should approach it — and what most get wrong.