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.
How to Stress-Test Your CPG Financial Model Before the Crisis Finds You
Most CPG founders build financial models for the best case. Jeff Church explains how to stress-test for the real case—and what happens when you don't.
What Is Your CPG Brand Actually Worth? A Founder's Guide to Valuation Multiples
CPG valuation explained: how revenue multiples, EBITDA margins, and gross margin trajectory determine what a strategic or PE buyer will pay for your brand.
The CPG Accelerator Trap: What Founders Need to Know Before You Apply
Jeff Church breaks down what CPG accelerators actually deliver, the equity math most founders ignore, and how to know if you have something worth accelerating.
The Aldi Playbook: What CPG Founders Need to Know Before Pitching America's Fastest-Growing Retailer
Aldi has 2,300+ US stores and is adding more fast. But it's one of the most misunderstood accounts in retail. Jeff Church breaks down when Aldi makes sense and when to walk.
The CPG Buyer QBR Playbook: How to Win Your Quarterly Business Reviews
Jeff Church shares how CPG founders can master quarterly business reviews with retail buyers — the data, structure, and strategy to defend and grow shelf space.
The CPG Procurement Playbook: How to Turn Your Supplier Relationships Into a Competitive Advantage
Most CPG founders treat procurement as a cost center. The best ones turn it into a strategic weapon. Jeff Church's framework for supplier relationships that protect margin.
The Thrive Market Playbook: How CPG Brands Win at the Membership-Only Channel
Thrive Market isn't just another online retailer. Learn how CPG brands crack the membership model, navigate EDLP economics, and build loyalty with Thrive's 12M members.
The Promotional Trap: Why CPG Brands Train Consumers to Wait for a Deal
Most CPG brands use promotions to drive trial. The problem: they end up training consumers to only buy on deal. Here's how to avoid the trap.
The CPG Annual Operating Plan: Build Your Year Before It Builds You
How to create a CPG annual operating plan that drives real results — with the numbers, frameworks, and sequencing every founder needs to plan smarter.