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In this episode, Michelle Breyer shares her unique journey through grocery, journalism, entrepreneurship, and CPG, from covering Whole Foods' and H-E-B's growth to founding a company and helping emerging brands through SKU. She shares what she's learned from watching hundreds of founders navigate the CPG roller coaster, the importance of mentorship and community, and what it takes to build a brand that can grow and last. In this episode, you’ll learn: ✅ How Michelle Breyer went from grocery journalist to CPG founder and industry mentor ✅ What she learned from watching Whole Foods and H-E-B transform the grocery industry ✅ Why some emerging CPG brands succeed while others struggle ✅ The biggest mistakes that can put a growing CPG company at risk ✅ Why mentorship and strong industry relationships matter for founders ✅ How COVID-19 forced CPG brands to adapt and embrace e-commerce ✅ What investors look for in a promising CPG brand and founder ✅ Why knowing your numbers, understanding unit economics, and protecting cash are essential ✅ How Austin and Texas are building a stronger CPG founder community ✅ What Michelle sees as the next big opportunities in food, wellness, and CPG Episode Highlights ✔From Journalism to CPG — How Michelle went from covering Whole Foods and H-E-B to building her own consumer brand. ✔The Founder Roller Coaster — What Michelle learned from watching emerging brands succeed, pivot, raise money, or run out of cash. ✔Why Mentors Matter — Michelle’s experience building SKU’s network of 300+ CPG mentors and helping founders avoid costly mistakes. ✔The COVID CPG Pivot — How wholesale brands were forced to embrace e-commerce, DTC, and digital marketing almost overnight. ✔What Makes a Brand Investable — The product, founder qualities, traction, margins, and business fundamentals that matter. ✔Why Austin Is Booming — How Austin and the broader Texas CPG community are creating opportunities for emerging brands. ✔Where CPG Is Headed — Michelle’s perspective on functional foods, better-for-you products, AI, social commerce, and the next generation of CPG. About GroceryPulse: GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder. Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business—and a healthier life. Subscribe on YouTube, Spotify, and Apple Podcasts. 📌 Chapters 00:00 Introduction and Michelle Breyer's background 01:54 Evolution of Austin's grocery scene and key players 04:02 The rise of emerging brands and their stories 07:00 Lessons from successful exits and industry insights 10:11 The importance of product quality and founder passion 12:59 Trends in natural foods, pet products, and AI in CPG 15:56 Building brand relevance through innovation and storytelling 19:04 The role of mentorship and industry networks 22:06 Advice for founders on growth, investment, and resilience 🔗 Links & Resources Connect with Michelle Breyer Instagram:📸 @curlymichelle62 Email:✉️ [email protected] All GroceryPulse episodes: https://www.innovaragency.com/grocery.. Be a guest: https://www.innovaragency.com/grocery... Innovar Agency: https://www.innovaragency.com/ Pitch the show: [email protected] Subscribe for more conversations with the grocery, retail, and CPG leaders shaping how we eat. #GroceryPulse #FunctionalFoods #CPG Innovar Marketing Agency – Blog (grocery/CPG marketing insights): https://www.innovarmarketing.com Pre-Order Kōbu Kombucha Powder (gut health made easy): https://www.enjoykobu.com

Makor Coffee founder Eli Mash joins GroceryPulse to share how he built a functional organic coffee brand on the side, going from Shopify to 42 grocery doors and Amazon while still working full-time in tech. Host George Goodwin (4th-generation grocer and founder of Kōbu Kombucha Powder) sits down founder-to-founder with Eli to taste each other's products and talk honestly about building in the functional food space. Makor Coffee is 93% organic coffee blended with organic cacao, turmeric, Ceylon cinnamon, ginger, chaga, and cayenne, and it's on shelves at Kowalski's and Lunds & Byerlys in Minnesota. In this episode you'll learn: - Why new CPG brands should know their customer acquisition cost and repeat purchase rate before scaling paid ads, and why reviews and social proof should come first - How to use online customer feedback to pick and pitch the right retailers - Why Makor prices its retail bag below online and cut down to three SKUs - How retail, Meta, and Amazon work together as one discovery-to-repurchase cycle - Why third-party testing and ingredient transparency are becoming a real edge with today's label-reading shoppers Chapters: 00:00 Introduction to Functional Coffee and Wellness 03:03 What's in the Makor Coffee Blend 05:58 The Rise of Functional Foods and Beverages 08:55 From Tech to Coffee 12:14 Online Launch and Retail Expansion 15:00 Navigating the Retail Landscape 18:09 Testing and Quality Assurance in Coffee 21:01 Why Organic Certification Matters 25:12 Transparency in Consumer Products 29:06 Building a Brand: Advice for Emerging Founders 32:14 Retail Challenges and Customer Feedback 37:12 The Future of Functional Foods 39:08 Fire Round: Brewing Methods and Favorite Ingredients 42:16 The Heart Behind the Brand Grocery buyers: Eli wants to hear how you evaluate functional brands. Reach him at [[email protected] – CONFIRM] Try Makor Coffee: [makorcoffee.com – CONFIRM] Try Kōbu: https://enjoykobu.com Full episodes: https://www.innovaragency.com/grocerypodcastgrocerypulse Be a guest: https://www.innovaragency.com/grocerypulse-podcast-guest Innovar Agency: https://www.innovaragency.com/ Pitch the show: [email protected] If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10! — code PODCAST10! for 10% off

I had the opportunity to sit down with Marc Jonna, Co-Founder & President of Plum Market, and this was a really special conversation for me as a fourth-generation grocer. Marc's grocery story goes back generations.His father, Ed Jonna, founded Merchant of Vino in Michigan, which was later acquired by Whole Foods. Marc went on to become a National Wine Buyer for Whole Foods before leaving with his brother Matt to start Plum Market in 2007. Today, Plum Market has grown to 35+ locations while remaining family-owned and independent. One of the things Marc says that really stuck with me is that he thinks of Plum Market as the “Disneyland of grocery.” Not just somewhere you go to buy groceries—but somewhere you actually want to spend time. Episode Chapters 00:00 — Introduction & WelcomeGeorge introduces Mark Jona, co-founder and president of Plum Market. 03:45 — Scaling Category Growth at Whole FoodsMark shares how fearlessly shaking up department layouts drove early success at Whole Foods. 07:50 — Family Legacy & Launching Plum MarketTransitioning from Merchant of Vino to launching a modern, independent grocery chain. 11:20 — Foundational Values & Daily MentorshipOperational habits, early morning drive, and lessons passed down through generations. 15:10 — Building a Purpose-First Grocery ModelWhy Plum Market skips private label products to focus on scratch kitchens and independent CPG brands. 19:05 — Managing Family Business DynamicsStrategies for navigating sibling partnerships, resolving conflicts privately, and staying aligned. 23:15 — Empowering Store Teams & Frontline FeedbackSupporting store leaders, listening to frontline staff, and building an empowered culture. 27:30 — Juliet’s Cuisine: Scratch Cooking at ScaleHow family recipes inspired Plum Market’s commitment to real, in-house kitchen prep. 32:10 — Expanding to Airports, Schools & Sports VenuesTaking scratch-made dining into non-traditional venues, from airport terminals to the Detroit Pistons. 37:40 — Wellness, Portions & Functional NutritionMeeting the consumer shift toward preventative health, clean ingredients, and portion balance. 42:15 — Growing to 35+ Locations Without Private EquityWhy Plum Market chose to stay family-owned rather than take outside capital or go public. 47:00 — The Independent Advantage: Speedboat vs. SteamshipHow agile independents outpace large corporate chains on innovation and sourcing. 51:15 — Advice for CPG Founders Pitching RetailersHow emerging brands can partner with retailers to test, optimize, and scale placement. 55:30 — The Future of Specialty GroceryWhy brick-and-mortar stores must prioritize in-store experience to thrive alongside delivery apps. 59:20 — Rapid Fire Round & ClosingQuick-hit questions on favorite departments, career advice, and final takeaways. We talked about: 🥬 Creating stores around experience 👨‍🍳 Making prepared foods from scratch 🌱 What “local” actually means 🤝 Building community through grocery 👨‍👩‍👦 Multi-generational family business 📈 Growing without private equity 🛒 The future of specialty grocery As someone who grew up in grocery, these are the conversations I love having.Thanks to Marc for sharing his story and perspective on where grocery is headed. 🎙️ Check out the newest episode of GroceryPulse.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Innovar Marketing Agency (grocery/CPG marketing insights): www.innovaragency.com reach out : [email protected] Order Kōbu Kombucha Powder (gut health made easy): https://enjoykobu.com/discount/PODCAST10!?redirect=%2Fcollections%2Fall-products

Mike Fitzsimmons became only the second person in history to complete the 178-mile Reno Tahoe Odyssey solo — finishing in 45 hours and 5 minutes through the Sierra Nevada Mountains. But this episode isn't just about running. It's about mastering your mindset when everything in you wants to quit, building resilience through adversity, fueling your body for peak performance, and why success — in business, athletics, or life — is won one step at a time. Host George Goodwin sits down with ultrarunner Mike "Fitz" Fitzsimmons to unpack the physical, mental, and emotional lessons from one of the toughest endurance races in America. In this episode you'll learn: ✅ How to stay mentally strong during impossible challenges✅ Why "running the mile you're in" changes everything✅ The three versions of yourself that keep you moving forward✅ Why your tribe determines your success✅ What a vegan ultramarathon athlete actually eats✅ How to overcome self-doubt and stop quitting on yourself✅ Why the real reward is found in the struggle — not the finish line Whether you're an entrepreneur, athlete, leader, or simply someone chasing a big goal, this conversation will leave you motivated to take the next step. Episode Highlights 🏃 Becoming only the second solo finisher in Reno Tahoe Odyssey history🧠 The mindset that carried Mike through 178 miles💥 Battling cramps, exhaustion, and mental fatigue🤝 Why surrounding yourself with the right people matters🥔 Nutrition strategy during 45 hours of nonstop running🌱 Thriving as a vegan endurance athlete⛰️ Lessons every entrepreneur can learn from ultrarunning🔥 Why discomfort is where growth happens About Mike Fitzsimmons Mike "Fitz" Fitzsimmons is an ultramarathon runner, endurance coach, and member of Reno's running community. In 2026, he became just the second athlete ever to complete the 178-mile Reno Tahoe Odyssey as a solo runner, setting a new course record while inspiring thousands with his grit and perseverance. Connect with Mike 📸 Instagram: @fromfattofitz ✉️ Email: [email protected] Connect with George Goodwin 🌐 enjoykobu.com 🔗 linkedin.com/in/georgegoodwin ✉️ [email protected] About GroceryPulse GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder. Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business — and a healthier life. Chapters 00:00 Introduction02:15 Becoming the second solo finisher08:45 The mental battle of 178 miles18:20 Learning to stay present29:15 Your tribe determines your success39:40 Nutrition and fueling strategy48:30 Life lessons from ultrarunning57:10 Rapid-fire questions1:05:45 Final advice If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Innovar Marketing Agency (grocery/CPG marketing insights): innovaragency.com Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

"The grocery industry may be driven by logistics and supply chains—but it’s still powered by relationships." In this episode of Grocery Pulse, George Goodwin speaks with Lori Brown, a 40+ year grocery industry leader and President of The Illuminators. Lori shares insights from her experience across retail, CPG, and supply chain—revealing why communication, presence, and servant leadership are more important than ever. Chapters: 00:00 Introduction to Lori Brown and Her Journey 02:06:35 Lori's Career Path and Experiences02:10:15 The Importance of Communication in Crisis02:14:32 Building Relationships in the Grocery Industry02:17:24 Lessons from Early Career Experiences02:19:59 Balancing Family, Work, and Community Involvement02:22:41 Understanding Servant Leadership02:27:11 Insights from Industry Leaders02:28:40 The Importance of Personal Connection in Retail02:31:33 Brand Strategies for Modern Retail02:34:46 Finding Your Niche in the Market02:36:35 Building a Supportive Network02:38:32 Effective Time Management in Leadership02:40:48 The Reluctant Leader's Journey02:43:48 Nurturing the Next Generation of Leaders02:45:02 Core Values in Leadership George and Lori dive deep into: Showing up and building real connectionsWhy being physically present at events and in stores creates long-term opportunities and trust.Communication during uncertaintyHow consistent communication—even with no updates—builds stronger relationships during crises.Servant leadership in actionLeading by serving others, sharing knowledge, and empowering teams at every level.Connect with Lori Brown:LinkedIn: https://www.linkedin.com/in/lori-brown-ms/Email: [email protected] Connect with George Goodwin: Kōbu: ⁠enjoykobu.com⁠ promo code: podcast10 LinkedIn: ⁠George Goodwin

"Nutrition is the gateway drug to spirituality." In this episode of Grocery Pulse, George Goodwin sits down with holistic health coach Mike Schmidt to discuss the powerful intersection of gut health, identity, and the grocery industry. Mike opens up about his personal journey—battling 10 years of chronic acne and a 16-month period of burnout—and how he used "food as medicine" to transform his life and his business. Chapters: 00:00 Introduction to Health and Wellness Transformation 02:32 Personal Journeys and Health Challenges 05:17 The Role of Food in Healing 08:10 Consumer Trends in Health and Nutrition 10:58 Understanding Gut Health and Its Importance 13:39 Navigating Grocery Stores for Healthier Choices 16:15 The Impact of Emotional Well-being on Nutrition 19:23 The Science Behind Food Quality 21:50 Kobu: A New Approach to Probiotics 24:38 Final Thoughts on Health and Nutrition 28:27 The Role of Electrolytes and Natural Hydration 29:31 Nutrition for Athletes: The Importance of Clean Fuel 32:06 Japanese Wisdom in Nutrition and Eating Habits 35:54 Lessons from Okinawa: Community and Simple Diets 38:12 The Impact of Food Choices on Health and Economy 41:50 Investing in Health: The Long-Term Benefits of Nutrition 45:50 Consumer Choices and the Food Industry's Response 48:34 Integrity in Food Choices: A Path to Self-Respect 51:31 Listening to Your Body: The Key to Healthy Eating 52:31 Coping Mechanisms and Health Trends 57:29 Listening to Your Body 01:02:18 Holistic Health and Daily Habits 01:04:11 Gratitude and Mindfulness 01:05:09 Future Endeavors and Community Engagement George and Mike dive deep into: The "Why" Behind the Brand: Why passion-led companies (like Goodwin’s Organics and Kōbu) are the most impactful. The Gut-Brain Connection: Why 90% of your serotonin is made in your gut and how that affects your daily confidence. Navigating the "Grocery Casino": Tips for avoiding "greenwashed" labels and sticking to the nutrient-dense edges of the store. The Future of Kōbu: George shares the science behind Kōbu's 33 billion probiotics and the mission to "inspire, encourage, and motivate." Whether you are a CPG founder, a retail professional, or someone looking to optimize your own health, this conversation offers a raw look at how the food we sell—and eat—shapes who we become. Connect with Mike Schmidt: Website: superfoodsuperhuman.com Instagram: @mike_schmidt_ Connect with George Goodwin: Kōbu: enjoykobu.com LinkedIn: George Goodwin

In this episode, Jake from Nature's Finest shares insights into the journey of running a family-owned health food store, the importance of customer empowerment through education, and the challenges of modernizing operations in a competitive market. He discusses the significance of selecting the right brands to partner with and highlights current trends in health and nutrition. The conversation also includes a product tasting segment, showcasing the importance of customer feedback in product development. Takeaways Jake's family started Nature's Finest in 1982, emphasizing health and nutrition.The transition from traditional retail to e-commerce was crucial for the business.Customer education is a key aspect of their service.Modernizing operations has improved efficiency and customer experience.Partnerships with brands should align with the store's values.Health trends like gut health and magnesium supplementation are gaining popularity.Independent stores can be first to market with innovative products.Customer feedback is essential for product development.Family businesses thrive on passion and commitment.Nature's Finest aims to empower customers to take charge of their health Chapters 00:00 Introduction to Nature's Finest 02:39 The Family Business Journey 05:25 Customer Empowerment and Health Education 08:35 Modernizing Operations and Technology 10:55 Navigating Competition and Brand Selection 13:59 Trends in Health and Nutrition 16:18 Product Tasting and Customer Feedback 18:52 Advice for Family-Owned Businesses .Keywords Nature's Finest, health food, family business, supplements, customer empowerment, health education, e-commerce, competition, nutrition trends, product tasting Guest: Jake Kiviko — Nature’s Finest 🥗 Family-owned health food store founded in 1982📍 Recorded live at the Natural Independent Expo💡 Focus: modernizing independent grocery, customer education, and health-forward retail🥄 Bonus: live product tasting + real customer feedback insights Sponsor: Kōbu Kombucha Powder A modern take on kombucha designed for gut health, hydration, and everyday wellness—without the sugar bomb. ✨ Clean, convenient kombucha powder you can take anywhere.🌐 Learn more or try it out: ⁠**www.enjoykobu.com**⁠ Host: George GoodwinInnovar Marketing AgencyHelping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital. 📧 Contact Innovar: ⁠[email protected] [email protected]⁠🌐 Learn more: ⁠*www.innovaragency.com

In this episode of GroceryPulse, host George Goodwin sits down with Jacqueline Smith, Founder & CEO of E3 Energy Cubes—a Utah-based, woman-owned protein bar brand on a mission to “change the flavor of healthy.” Jacqueline shares how an accountant’s mindset (yes—math) helped her build a better-for-you bar with balanced macros (fats, carbs, protein), clean ingredients, and flavor that actually hits. You’ll hear how E3 went from a commercial kitchen concept to manufacturing in-house, why the bar is shaped into three shareable cubes, and how Jacqueline landed 2x NBA Champion Norris Cole as an early investor after a wild “I don’t know why I’m here… oh THAT’S why” moment. The conversation also dives into real founder realities: ingredient sourcing, label transparency (including seed oil nuances in dried fruit), the cashflow math of CPG, packaging lessons (why black looked amazing online but disappeared in-store), and what it takes to keep going when you’re exhausted—but the mission is bigger than you. Chapters00:00 – Welcome + Jacqueline’s mission to make healthy taste good01:38 – Why E3 started with math, not “food creativity”03:22 – Cleaning up a tasty recipe: boosting protein, fiber, and removing extra sugars04:31 – What E3 Energy Cubes are: 3 squares + 5 flavors11:07 – How the first flavors were chosen12:30 – The Norris Cole story: gut instinct → first investor17:10 – Staying true to the mission (and being transparent about ingredients)19:12 – “Seed oil-free” nuance + sourcing realities at small scale23:17 – Natural flavors, propylene glycol, and what founders should watch for27:18 – Why Jacqueline manufactures in-house (and how she bought machinery early)29:20 – Expo West 2020 shutdown + surviving COVID as a new CPG brand30:24 – Packaging pivot: why black film didn’t work in refrigerated sets32:40 – Biggest sales channels: convenience + Circle K, plus new retail wins34:10 – The margin squeeze: distributors, freight, demos, and buying power36:43 – RFPs, comparing quotes, and logistics math that saves real money38:30 – What “women-owned certified” means (and Jacqueline’s merit-based view)42:21 – “Burned the ships”: what keeps her motivated46:23 – Avoiding budget traps: shows, ads, and follow-up systems49:29 – Online vs retail strategy without undercutting stores53:46 – Fire chat: joy, favorite flavors, and what’s next in 202657:46 – Advice for founders who want to manufacture themselves1:05:20 – E3 fundraising: raising to prep for major Q1 growth Guest: Jacqueline Smith — Founder & CEO, E3 Energy Cubes🌐 Website: E3EnergyCubes.com🥶 Tip: They’re refrigerated, cube-style, and built for busy everyday people who still care about ingredients. Sponsor: Kōbu Kombucha PowderA modern take on kombucha designed for gut health, hydration, and everyday wellness—without the sugar bomb.✨ Clean, convenient kombucha powder you can take anywhere.🌐 Learn more or try it out: www.enjoykobu.com Host: George GoodwinInnovar Marketing AgencyHelping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital.📧 Contact Innovar: [email protected]🌐 Learn more: www.innovaragency.com

In this episode of GroceryPulse, host George Goodwin sits down with Brian Smith, founder of UGG and author of The Birth of a Brand. Brian shares how UGG started from six pairs of sheepskin surf boots and grew into a global, billion-dollar brand — and why that journey had far more struggle than overnight success. He explains how brand building is less about logos and trademarks, and more about what consumers feel and say about you, how he accidentally created a cult following among young surfers, and why you “can’t give birth to an adult” when it comes to growing a business. From surf culture and snowboarding to hockey moms and keynote stages, Brian unpacks a lifetime of lessons in entrepreneurship, storytelling, and staying authentic. Chapters: 00:00 – The Journey BeginsFrom accountant to surfer to entrepreneur: Brian’s leap from Australia to California in search of “the next big thing.” 02:57 – The Birth of UGGSpotting the market gap: why sheepskin surf boots didn’t exist in America and what Brian saw that others didn’t. 06:03 – Early Sales Reality CheckFrom “we’re going to be instant millionaires” to selling just 28 pairs in the first season. 09:09 – You Can’t Give Birth to an AdultThe “infant → toddler → youth → teenager” framework for business growth. 12:12 – Authenticity in MarketingWhy polished beach model ads failed — and how real surfers in real moments changed everything. 14:54 – Community & Influencers Before It Was CoolHow early surf influencers helped create a cult around UGGs almost 50 years before “influencer marketing” was a term. 17:46 – Emotional Branding & BelongingWhy kids begged their moms for UGGs and how emotion, not logic, drives most purchasing decisions. 21:09 – Navigating Entrepreneurial ChallengesFaith, resilience, and the mental game of not quitting when everything looks like it’s failing. 24:00 – Product Awareness & EducationTeaching staff and customers what a product does so it stops collecting dust on shelves. 26:55 – Lasting Brand StrategyBuilding something that survives trends and fads by focusing on quality, consistency, and availability. 32:35 – The Power of Experience in SalesGetting buyers to try the product — and how one store owner trying on a boot changed everything. 34:57 – Milestones in Brand BuildingFrom surf shops to ski shops to hockey culture — and finally into major retailers. 37:50 – Turning Skepticism into DemandWhen big retailers finally came calling after specialty shops created enough pull. 41:53 – Creating Consumer ExperiencesSampling, demos, and why the experience around the product becomes part of the brand. 46:12 – Reflections on Selling UGGWhy the joy was in the journey and what it felt like to “walk his daughter down the aisle” and hand UGG off. 50:05 – Becoming a Global Keynote SpeakerHow Brian transitioned from founder to storyteller, helping entrepreneurs avoid common pitfalls and stay the course. Brian Smith – Founder of UGG & Keynote Speaker 📚 Book: The Birth of a Brand (available on Amazon) 🌐 Website & Speaking Inquiries: https://briansmithspeaker.com/ If you’re part of a grocery association, CPG founder group, or entrepreneurial organization and want Brian to speak, you can reach out through his website’s contact page. This episode is sponsored by Kōbu Kombucha Powder — a modern take on kombucha designed for gut health, hydration, and everyday wellness without the sugar bomb. ✨ Clean, convenient, kombucha powder you can take anywhere. Low sugar, low calorie, and formulated for people who care about how they feel, not just what they drink. 🌐 Learn more or try it out: www.enjoykobu.com Host: George Goodwin Innovar Marketing Agency Helping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital. 📧 Contact Innovar: [email protected] 🌐 Learn more: www.innovaragency.com

In this episode of the GroceryPulse Podcast, host George Goodwin sits down with Walker, founder of The Happy Mushroom Company, for a deep conversation on the future of grocery, functional foods, and building a health-focused CPG brand from the ground up. Together, they explore how mushrooms are reshaping wellness, why consumers are shifting toward functional nutrition, and what it really takes to launch and scale a natural products brand in today’s competitive grocery landscape. From sourcing and sustainability to consumer education and retailer relationships — this episode is packed with insight for founders, buyers, and anyone passionate about natural health. Whether you're a grocer, CPG entrepreneur, or just curious about the mushroom revolution, this conversation will open your mind to the powerful connection between nature, health, and modern retail. 00:00 — The Journey into MushroomsWalker shares how he discovered the healing power of mushrooms and launched The Happy Mushroom Company. 12:18 — Connecting with Nature & HealthWhy reconnecting with nature is becoming the foundation of new consumer wellness trends. 19:36 — Functional Mushrooms & Their BenefitsLion’s Mane, Reishi, Cordyceps — what they are, how they work, and why people are reaching for them. 26:37 — Quality & Extraction ProcessesThe difference between real, effective mushroom extracts and the industry shortcuts consumers should avoid. 33:34 — Sustainability & Environmental ResponsibilityRegenerative practices, sourcing commitments, and why mushrooms are one of nature’s most sustainable foods. 36:06 — Building a Brand: From Local Roots to Wider MarketsHow Walker scaled from local customers to a regional movement — and what CPG founders can learn from his growth. 40:52 — Consumer Education: Navigating the Mushroom SpaceHow brands can build trust and clarity in a confusing supplement landscape. 46:18 — Health Benefits: Myths & FactsWhat mushrooms can ACTUALLY do for immunity, focus, stress, and energy. 52:28 — Personal Insights: Gratitude & NatureWalker’s personal philosophy and the mindset behind the brand. 54:46 — Future Product LaunchesNew innovations coming soon from The Happy Mushroom Company. Website: https://happymushroomco.com/Email (Customer & Wholesale): [email protected]: 775-530-1019 The Happy Mushroom Company focuses on high-quality functional mushrooms, sustainable sourcing, transparency, and education — helping people reconnect with nature through clean, powerful wellness products. GroceryPulse PodcastPodcast Home: https://grocerypulse.comEpisodes: https://grocerypulse.com/podcastBlog: https://grocerypulse.com/blogYouTube: https://www.youtube.com/@grocerypulseInstagram: https://www.instagram.com/grocerypulse Innovar Marketing AgencyWebsite: https://www.innovaragency.comMarketing Blog: https://www.enjoykobu.comInstagram:https://www.instagram.com/innovar_marketing_agency/ 🔥 Episode Highlights🌱 About The Happy Mushroom Company🔗 Links & Resources 🌱 About The Happy Mushroom Company Website: https://happymushroomco.comEmail (Customer & Wholesale): [email protected]: 775-530-1019 The Happy Mushroom Company focuses on high-quality functional mushrooms, sustainable sourcing, transparency, and education — helping people reconnect with nature through clean, powerful wellness products. GroceryPulse PodcastPodcast Home: https://grocerypulse.co Innovar Marketing AgencyWebsite: https://www.innovaragency.comSponsore: https://www.enjoykobu.comInstagram: https://www.instagram.com/innovaragency

Independent grocers and emerging CPGs are rethinking which trade shows actually move the needle. In this GroceryPulse Podcast, host George Goodwin talks with Jeremiah Bogenhagen (President, Positively Natural Network and CEO of Health Essentials) about the Naturally Independent Expo in Palm Springs—why it’s intentionally small, how it maximizes retailer–supplier face time, and the education tracks built for indie retailers (not just brand booths). We cover ROI vs. mega expos, grassroots distribution for new CPGs, and why relationships + education beat slotting fees. Chapters 00:00 – Cold open: why smaller shows win for ROI01:18 – Welcome & guest intro (Jeremiah Bogenhagen)02:22 – Jeremiah’s path from grocery → wellness center operator06:32 – Leading Positively Natural Network & mission08:18 – Building supplier–retailer relationships that last12:42 – What makes the Naturally Independent Expo different15:37 – Education tracks for indie retailers (beyond product 101)18:46 – Real talk: connections, ROI, and success stories22:13 – Community, differentiation, and staff education25:46 – First-time attendee tips (note-taking + AI, relationship focus)31:45 – Post-COVID shift: whole-health mindset & community events34:37 – Biggest threats to independents (online + big-box pricing)36:58 – Advice to first-time CPG founders (start indie, go grassroots)39:37 – Panel goals & why regional differences matter42:58 – Who exhibits? (supplements, better-for-you foods, beverages)50:42 – Live podcast from the show? Logistics & ideas52:38 – How to get involved + final takeaways GroceryPulse PodcastPodcast Home: https://grocerypulse.comMore Episodes: https://grocerypulse.com/podcastBlog: https://grocerypulse.com/blogYouTube: https://www.youtube.com/@grocerypulseInstagram: https://www.instagram.com/grocerypulse Innovar Marketing AgencyWebsite: https://www.innovaragency.comBlog (Grocery/CPG Marketing): https://www.enjoykobu.comInstagram: https://www.instagram.com/innovaragency Positively Natural Network / Naturally Independent ExpoWebsite: https://www.positivelynatural.org Positively NaturalExpo Info (Palm Springs • Nov 14–15, 2025): https://www.positivelynatural.org/npp Positively NaturalTrade Show details (hours, setup, contacts): https://www.positivelynatural.org/trade-show Positively NaturalAbout PNN (“Support • Educate • Advocate”): https://www.positivelynatural.org/our-story Positively NaturalContact: [email protected] • 360-379-2805 Positively Natural VRM Media / Vitamin Retailer (Media Partner)Vitamin Retailer Magazine (VRM Media): https://vitaminretailer.com Vitamin Retailer MagazinePartnership announcement (PNN × VRM Media): Vitamin Retailer Magazine About Jeremiah BogenhagenPNN Board page (President bio): https://www.positivelynatural.org/membership Positively NaturalHealth Essentials (CO) listing: https://www.burlingtoncochamber.com/business-directory/ (search Health Essentials Inc.) Burlington Chamber of Commerce

In this episode of the GroceryPulse Podcast, host George Goodwin sits down with Kevin Kelley, Co-Founder of Shook Kelley, to explore the future of grocery through the lens of emotional science, design, and human connection. They uncover how smell, sensory engagement, and behavior architecture influence consumer decision-making — and why successful grocers are moving beyond convenience to create meaningful, community-driven experiences. From emotional shopping habits to the psychology of retail design, this conversation reveals how grocery stores can evolve into spaces that inspire loyalty, belonging, and purpose. 🎙️ Hosted by: George Goodwin — 4th-Generation Grocer & Founder of Innovar Agency🎧 Guest: Kevin Kelley — Retail Design Expert & Co-Founder of Shook Kelley Chapters 00:00 Introduction to Grocery Podcasting and Community Impact 02:46 The Importance of Local Grocery Stores 05:29 Consumer Behavior and Emotional Shopping 08:08 The Role of Community in Retail 10:47 The Evolution of Retail Design 13:26 The Need for Human Connection 16:23 Understanding Consumer Experience 18:47 The Power of Sensory Engagement 22:03 Behavior Architecture in Retail 24:11 Creating Meaningful Retail Experiences 27:03 The Future of Grocery Stores 29:47 Final Thoughts and Advice for Grocers Takeaways Grocery stores serve as community hubs, providing more than just products.Emotional connections drive consumer purchasing decisions.Local grocery stores are vital for community engagement and support.Designing retail spaces should focus on enhancing human interaction.Sensory experiences, especially smell, play a crucial role in shopping.Consumers are seeking meaningful experiences over mere convenience.The future of retail lies in creating spaces that foster connection.Understanding consumer behavior is key to successful retail design.Community events can enhance customer loyalty and engagement.Retailers must adapt to the changing landscape of consumer expectations. Key Words and Topics: future of grocery, grocery podcast, george goodwin, kevin kelley, shook kelley, grocery design, sensory retail, emotional shopping, consumer behavior, behavior architecture, human connection, retail innovation, grocery trends 2025, local grocery stores, sensory engagement, retail design psychology, meaningful experiences, grocery community Sponsor: ⁠https://www.enjoykobu.com⁠ 🔗 Links & Resources🎙️ GroceryPulse Podcast Podcast Home: https://grocerypulse.com Listen to More Episodes: https://grocerypulse.com/podcast Read the GroceryPulse Blog: https://grocerypulse.com/blog Watch All Episodes on YouTube: https://www.youtube.com/@grocerypulse Follow on Instagram: https://www.instagram.com/innvoarrocerypulse Website: https://www.innovaragency.com Instagram: https://www.instagram.com/innovar_marketing_agency/Facebook :https://www.facebook.com/InnovarMarketingAgency/ Linkedin Group:https://www.linkedin.com/groups/8990400/ Youtube:https://www.youtube.com/@InnovarMarketingAgency LinkedIn Business Page:https://www.linkedin.com/company/grocerypulse-podcast-by-innovar-marketing-agency/?viewAsMember=true X profile:https://x.com/innovar_agency 💡 Innovar Marketing Agency🏪 Kevin Kelley & Shook Kelley About Kevin Kelley: https://www.kevinervinkelley.com/about Shook Kelley Official Website: https://www.shookkelley.com Shook Kelley Instagram: https://www.instagram.com/shookkelley LinkedIn: https://www.linkedin.com/company/shookkelley George Goodwin Host Instgramhttps://www.instagram.com/itsagoodwin/LinkedInhttps://www.linkedin.com/in/number-one-marketer/

Independent and regional grocers don’t just need impressions—they need measurable lift. In this episode of GroceryPulse, host George Goodwin (4th-gen grocer & founder of Innovar Marketing) sits down with Steve Dietch, Chief Revenue Officer at Bridge and retail-media network Ripple, to unpack how identity resolution and POS-level purchase data are changing the game for regional chains and C-stores. Bridge/Ripple helps retailers identify unknown shoppers (beyond loyalty programs), unify first-party data, and then activate audiences across the open web, video, and CTV—with closed-loop measurement back to the register. For CPGs, that means scalable, hard-to-reach audiences at regional grocers and convenience—plus transparent IROAS (incremental return on ad spend). How identity beyond loyalty unlocks true scale for regional grocers Why POS item-level data is the “crown jewel” for targeting & measurement How Ripple aggregates retailers into a national-scale network for CPG spend Practical ways CPGs use these audiences for off-site media (Google, Yahoo, TTD, CTV) What metrics matter most (closed-loop transparency & incremental ROAS) When every campaign targets real purchasers—and reports back to POS—you move from “awareness” to accountable revenue. 00:00 — Intro to GroceryPulse + guest setup03:03 — Steve’s journey: UCR track → global tech → startups → CRO at Bridge05:56 — Retail media’s rise & why it matters to grocers/CPGs08:51 — Identity beyond loyalty: closing the “unknown shopper” gap12:01 — Using purchase data for competitive advantage14:51 — Building a retail-media network for regional grocers & C-stores (Ripple)17:47 — Connecting transactions to anonymized, enriched shopper profiles20:49 — What this unlocks for CPG targeting, activation & measurement24:29 — Defining customer personas with real purchase behavior26:03 — Retailer & CPG pain points—and how identity solves them29:27 — POS data as the crown jewel: targeting + closed-loop proof32:08 — Bridging the retail marketing gap beyond loyalty programs34:06 — Getting precise with ICPs (who, where, how to reach)38:54 — Common hesitations & easy on-ramps for retailers/CPGs41:22 — Success metrics: sales lift, ROAS, incremental ROAS44:02 — What’s next: growth, scale, and transparency in 2025 Bridge / Ripple: Audience building, activation, and POS-based measurement Request a demo (Ripple): ripplenet.com Learn more (Bridge): bridge.com Will be published on all major boradcasting sites: YouTube, Spotify, Apple Podcasts and more! Steve Dietch — LinkedIn - https://www.linkedin.com/in/stevendietch/ [email protected] George Goodwin — LinkedIn https://www.linkedin.com/in/number-one-marketer/ [email protected] [email protected] Innovar Marketing Agency — www.innovaragency.com/blog

Local grocers don’t need another “awareness-only” social tactic—they need sales. On this episode of GroceryPulse, host George Goodwin (4th-gen grocer & founder of Innovar Marketing) sits down with Oskar Wahlbäck, founder & CEO of Commentsell, to explore how European-style “reserve in comments” deals are transforming social media into a true sales channel. Already powering 250+ stores in Sweden and Denmark—with 85,000+ campaigns and $170M in retailer revenue—Commentsell automates bookable discounts so that every Facebook/Instagram post can turn into guaranteed store traffic. Early U.S. pilots show 20–30% revenue lifts, proving this isn’t just a trend—it’s a powerful way for independents and small chains to compete. You’ll hear: How “comment-to-reserve” campaigns create viral loops and measurable sales. Real examples, from strawberry surpluses to $60K+ energy drink drops. Why automation (not just marketing) solves the biggest pain for retailers. What U.S. grocers can learn from European retail culture. 📈 Key takeaway: Every comment can become a customer—and every social post a sales channel. .00:00 Introduction to CometSelf and Swedish Innovations 03:01 The Birth of CometSelf: Oskar's Journey 06:01 Understanding Bookable Discounts and Their Impact 09:02 Driving Engagement Through Bookable Campaigns 12:10 Success Stories: Real-World Impact of CometSelf 15:00 Cost Efficiency and Marketing Strategies for Retailers 18:06 Automation and Efficiency in Grocery Marketing 20:58 The Importance of Customer Interaction and Personalization 23:52 Leveraging Social Media Algorithms for Retail Success 27:01 Future of Grocery Marketing: Trends and Innovations 30:54 Cultural Insights: Happiness in Sweden 34:45 Innovation and Education: The Swedish Approach 37:39 Grocery Retail: Comparing Sweden and the US 41:46 Expanding into the US Market 50:34 Sustainability and Waste Reduction in Retail 57:50 Innovative Sales Strategies in Grocery 59:53 Regional Differences in Grocery Experiences 01:03:06 The Power of Pre-Selling and Promotions 01:05:58 Exploring Other Retail Opportunities 01:08:58 Engagement and Trends in Social Media for Grocers 01:12:00 Cultural Insights and Personal Reflections Key Takeaways (with helpful links) Bookable discounts turn engagement into guaranteed foot traffic. → Demo & case studies: https://commentsell.com Operational ease is the unlock. Automation beats after-hours comment wrangling. Start with perishable and vendor-backed deals. Build momentum, then scale daily. Measure comments → reservations → pickups → basket lift. Treat it like a sales pipeline, not “just social.” 🎧 Listen to GroceryPulse YouTube Spotify Apple Podcasts 🤝 Connect with the Guests Oskar Wahlbäck on LinkedIn [email protected] George Goodwin on LinkedIn [email protected] [email protected] 🌐 Book a Demo with Commentsell → commentsell.com 🌐 Explore Innovar Marketing Agency → innovaragency.com🌐 Blog - Turnning Social Media Comments into sales

In this episode of the GroceryPulse Podcast, host George Goodwin sits down with Ron Fong, President & CEO of the California Grocers Association (CGA), for an insightful conversation on leadership, advocacy, and the future of grocery.Ron shares his personal journey from growing up in his family’s grocery store to becoming one of the most influential voices for California’s grocery industry. Together, George and Ron explore:- The importance of independent grocers as community anchors- How COVID-19 highlighted grocery stores as essential hubs- The role of legislation and advocacy in shaping grocery operations- California’s influence as a “crystal ball” for future laws nationwide- Why compromise is crucial in the legislative process- Opportunities for technology and innovation in retail- Recruiting and educating the next generation of grocersRon also shares humorous stories from his early days in grocery and sheds light on the challenges—and opportunities—that define today’s grocery industry.👉 Whether you’re a grocer, CPG brand, or industry professional, this episode offers real-world insights on policy, leadership, and growth.📌 Chapters00:00 – Introduction to Ron Fong and CGA01:31 – Growing Up in the Grocery Business04:15 – From Grocer to Lobbyist: A Career Journey10:23 – Experiences and Changes in the California Legislature16:35 – The Importance of People in Business22:32 – Grocery Stores as Community Hubs30:54 – Understanding Lobbying and CGA's Role33:32 – Wacky Laws and Legislative Challenges34:51 – The Evolution of Environmental Legislation43:08 – California's Influence on National Legislation51:11 – Balancing Interests: Chains vs. Independents56:07 – The Future of Grocery: Education and Innovation🔗 Links & ResourcesCalifornia Grocers Association (CGA) – Website: https://www.cagrocers.comContact CGA: https://www.cagrocers.com/about/contact-us/ Phone: (916) 448-3545 California Grocers Association | Gather California 2025September 21 – September 23, 2025 The Westin Rancho Mirage Resort Podcast Home: https://grocerypulse.comListen to more episodes: https://grocerypulse.com/podcastRead the GroceryPulse Blog: https://grocerypulse.com/blog Watch all episodes on YouTube: https://www.youtube.com/@grocerypulseInnovar Marketing Agency – Blog (grocery/CPG marketing insights): https://www.enjoykobu.com 👉 Don’t forget to subscribe for more conversations with the leaders shaping the future of retail & grocery.