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.
The CPG Channel Pricing Trap: How to Protect Your Margins When You're in Multiple Retailers
Most CPG founders learn channel pricing the expensive way. Jeff Church breaks down how Suja protected pricing integrity across Walmart, Target, Whole Foods, and beyond.
The CPG Acquisition Playbook: What Really Happens When a Strategic Buyer Calls
From management presentations to earnouts and due diligence, here's what CPG founders need to know before a strategic buyer comes calling.
CPG International Expansion Strategy: Why Most Brands Go Global Too Early
The sequencing map for CPG founders eyeing international markets. Canada, UK, Australia — when to go and how not to lose your shirt doing it.
CPG DTC Performance Marketing: The Meta, Email, and SMS Playbook That Actually Works
Most CPG founders burn their first $50K on Meta ads with a leaky funnel. Here's the digital marketing playbook — with real numbers — that actually works.
The CPG Line Review: How to Win the Annual Shelf Reset Before It Ever Happens
Retailers reset shelves 1-2x per year. Most brands find out they're being cut in the meeting. Here's how to win the line review before it starts.
The Trader Joe's Playbook: What Every CPG Founder Gets Wrong About the Most Coveted Account in Retail
Trader Joe's plays by different rules. Here's what CPG founders need to know before pursuing the most selective retailer in America.
The Convenience Store Channel Playbook: What Every CPG Founder Gets Wrong About 7-Eleven, Circle K, and C-Store
Learn how to crack the $290B convenience store channel: DSD distribution, c-store velocity benchmarks, format strategy, and when you're actually ready.
CPG Shopper Marketing: What Happens After You Get on Shelf
Getting shelf space is just the beginning. Learn the in-store execution playbook every CPG founder needs to drive velocity and stay on shelf.
CPG Non-Dilutive Funding: Finance Inventory Growth Without Giving Away Equity
Before you raise your next equity round, read this. Seven non-dilutive funding tools CPG founders use to finance growth without giving up ownership.