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 Demand Planning: How to Forecast Inventory Without Killing Your Cash Flow
Most CPG founders either run out of stock or drown in it. Here's the demand planning framework that keeps you in stock, in margin, and in business.
SPINS and Scan Data: What Every CPG Founder Needs to Know to Survive on Shelf
Jeff Church breaks down how to use SPINS, Nielsen, and scan data to keep your shelf space, win buyer meetings, and hit velocity benchmarks before you get dropped.
Why the 3rd Mover Wins in CPG: The Category Entry Timing Playbook
Being first to market is overrated. Jeff Church explains why the 3rd or 4th entrant wins in CPG — and how to find the perfect timing window for your brand.
Slotting Fees: What Every CPG Founder Needs to Know Before You Pay to Play
Slotting fees can make or break your CPG brand. Learn when to pay, when to walk, and how to negotiate shelf space you can actually keep.
The Deduction Trap: How CPG Brands Silently Bleed Margin at Retail
Retail deductions drain 10-25% of gross revenue from CPG brands that aren't watching. Here's how to track them, fight back, and protect your margin.
CPG Brand Loyalty: Why Repeat Rate Is the Only Number That Actually Matters
Most CPG founders obsess over trial. Jeff Church explains why repeat purchase rate is the only metric that tells you if you actually have a brand — and what 40% looks like in practice.
CPG Supply Chain Management: The Margin Playbook Most Founders Never Read
Your supply chain isn't a cost center — it's your biggest margin lever. Jeff Church on make vs. buy, formula ownership, co-packer strategy, and how Suja went from 28% to nearly 50% gross margin.
The Natural Channel Playbook: How to Win at UNFI, KeHE, and Natural Grocery
Most CPG founders rush into conventional grocery before proving themselves in natural. Here's the playbook Jeff Church used to win the natural channel first.
CPG Retail Buyer Relationships: The Playbook Most Founders Never Learn
Jeff Church reveals how to build retail buyer partnerships that keep CPG brands on shelf. From Whole Foods to Walmart, real relationships beat slotting fees every time.