Sharing my perspectives on operating CPG.

I've spent my career building CPG brands. This is my place to capture and share all the lessons I've learned from the many brands I've operated. From massive brands like Red Bull, to day zero startups, to challenger brands reshaping their categories. Explore to see some of the things I know & maybe don't know.

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The Work.

Bijan Mustardson

A dijon for Bijan. My first true zero to one experience taught me all about S&OP.

I went to a creative agency to ask them for help, they ended up asking for mine. They wanted to build a dijon mustard for UT Football start Bijan Robinson. The idea was too hilarious to walk away from, so I got to work. Building a supply chain from scratch with crazy demand knocking on the door was wild.

→ Read the case study

FitJoy Foods

The business stalled, so they called me in to build a new runway.

FitJoy had a great product position with a grain free angle. But the product itself was stalled. So, we found a new runway (the salty snack category), built a new product & gave it a new paint job. Category share came faster than we ever expected. Wait until you see the before & after.

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Almost two decades operating CPG brands & loving it. Find out why I've stayed so long.

I never set out to work in CPG, heck, I didn't know what it was for the first two years I was working in it. But, once I saw the game, I was hooked. There is no other industry that I'd want to study. Cracking the CPG code has captured my attention for too long not to share what I've learned.

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Sharing my perspectives on operating CPG.

The Work.

A dijon for Bijan. My first true zero to one experience taught me all about S&OP.

The business stalled, so they called me in to build a new runway.

Almost two decades operating CPG brands & loving it. Find out why I've stayed so long.

Let’s talk.