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 Buyer Negotiation Playbook: Win More Shelf Space by Giving Retailers What They Actually Want
Most CPG founders try to win every negotiation with retail buyers. The ones who build lasting shelf space do something different — they give first.
CPG 3PL Strategy: How to Choose, Use, and Know When to Switch Your Third-Party Logistics Partner
Jeff Church on when CPG founders need a 3PL, how to evaluate one, what to watch in the contract, and how to manage performance before it becomes a crisis.
The CPG Marketing Sequencing Trap: Why Most Founders Spend Money in the Wrong Order
Most early-stage CPG founders waste capital on marketing too far from the shelf. Here's the proximity framework that turns marketing dollars into real velocity.
CPG Omnichannel Strategy: How to Win at Retail AND Online Without One Undermining the Other
Most CPG founders build retail and digital in silos. Jeff Church breaks down the channel sequence and pricing rules that let both compound.
Celebrity Equity Deals in CPG: What Every Founder Needs to Know Before You Sign
Before you hand a celebrity equity in your CPG brand, read this. Jeff Church breaks down when these partnerships work, when they backfire, and how to structure them.
The EBITDA Trap: Why Getting to 45% Gross Margin Is Only Half the Battle
Gross margin determines destiny—but EBITDA determines survival. Jeff Church breaks down the cost gap that kills profitable-looking CPG brands.
The CPG Bridge Round Playbook: When to Use a Convertible Note (and When It's a Trap)
SAFEs and convertible notes look simple until they aren't. Jeff Church breaks down when bridge instruments work in CPG fundraising — and when they quietly destroy your cap table.
The 90-Day Cash Trap: How Retail Payment Terms Are Quietly Draining Your CPG Brand
The gap between when you ship and when you actually get paid is the silent killer in CPG. Here's what every founder needs to understand about retail payment terms.
The CPG Product Recall Playbook: What Every Founder Needs to Know Before the Call Comes
A product recall can destroy a CPG brand in days — or make it stronger. Here's how to prepare, respond, and survive the crisis most founders never see coming.