Julie Wells

I’ve been a part of hundreds of NPD and innovation sprints throughout my career...and it seems to never fail that a CPG industry colleague asks me about my personal flavor preference. If they knew my favorite childhood pop growing up was Squirt or that I probably ate my weight in orange and lemon Starburst...it would be a silly question to ask! Even as an adult kid…my go-to powdered supplements, hydration beverages, or energy drinks usually center around citrus flavors. I’m mentioning all this because you’d think, a citrus lover like me, that I would be acutely aware of Matt McLean and his company Uncle Matt's Organic. But with the decadelong massive proliferation of products/brands across the different functional CPG categories that I deeply analyze…it unfortunately creates blind spots. Though that’s the great thing about these conversational content pieces… I get to find those fascinating individuals that are indirectly related (but pivotal) to my core functional CPG categorical focuses. And I think you’re going to love hearing Matt’s inspiring entrepreneurial story that spans a quarter-century… - family farm side hustle that grows into a national CPG brand - gets acquired by Dean Foods - buys Uncle Matt’s Organic back several years later during the Dean Foods bankruptcy Moreover, Matt explains how he "leads from the front" to push the citrus industry forward...whether that's: - helping solve the citrus greening disease challenge - organic and regenerative agriculture practices - innovation product in a "health and wellness consumer era" But these are just some of the interesting topics we chatted about in this episode... #strategy #trends #markets #fmcg #cpg #beverages #juice #organic #agriculture #leadership #sustainability #sportsnutrition #supplements #wellness #nutrition #innovation #marketing #branding #productdevelopment #retailing #merchandising #retail #grocery #business #businessintelligence #entrepreneurship https://lnkd.in/gFGvzGeq

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“Growing a CPG company, especially in the food and beverage space, ‘is astronomically harder today,’. ” Paul Voge you said it, man. So many truth bombs dropped in this article about the challenges and difficulties growing and scaling a CPG brand in today’s world. The cruel reality is that it takes a whole lot of money or a whole lot of time (and most times both) along with a fair amount of luck to have a chance at making it. If you dont have a ton of money then you better have a ton of time, some good fortune, and a product that can withstand many changes of the seasons (and "trends"). For most emerging brands today its all about survival and just finding a way.  There are lots of traps out there– lots of shiny objects– lots of vanity metrics hoping to be noticed and cared about–but at the end of the day sometimes its just about living to see another one. Here’s to all you day-to-dayers and week-to-weekers out there that are all just finding a way. Keep finding it.

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We have big news for #PowerClient Golden Chick! The brand's Hand-Breaded Big & Golden Sandwich has just been recognized by MSN as a must-try chicken sandwich! This customer favorite features juicy, all-white meat chicken breasts that are hand-breaded and fried to crispy perfection. Topped with its signature Lotta Zing® sauce and five pickles on a fresh-baked roll, it’s a sandwich that truly delivers on taste and texture. Read the full article below. #GoldenChick #ChickenSandwich #FastFoodFavorites

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Over 1/3 of consumers are eating at fast food restaurants less often than they used to. What does that mean for QSR / Fast Casual Restaurants? Flawless delivery of the brand promise across all touchpoints. Are you ready to optimize the guest experience and maximize average check? Ipsos Channel Performance can help. #QSR #FastCasual #Restaurant #ConsumerInsight #DiningHabits #Ipsos #InspectWhatYouExpect #OperationalExecution #BrandPromise #CustomerExperience #CX

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Can you make bold candy colors… naturally? For the last several years, consumers have been looking for a way to better prioritize their health and wellbeing, which means cutting out what's artificial. That certainly doesn't mean you still can't partake in a piece of candy or two – I definitely enjoy some myself – and it's important to remember that the industry is moving away from artificial coloring, slowly but steadily. Challenged to keep up taste and appearances, it's just an effort in innovation to see who can do it first! #Snacking #Candy #Innovation

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We're officially soccer moms 💁🏻‍♀️ Here's what you can expect with our new official partnership with the National Women's Soccer League (NWSL): 1. Lactation and feeding room support across the League 🤱 2. Sharing the stories and feeding journeys of the moms on the field 🍼 3. A Bobbie Box for our Bobbie subs to catch some NWSL games! ⚽️ 4. Our name in lights along the field ✨ 5. Formula donations and giveaways throughout the League! ♥️ When women own companies we get to invest in the women also changing the world--- the female-owned League and athletes showing our little girls how to rewrite the playbook and that yes, women's sports are worth investing in.

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#556. What do Marketers really do? This is a question that I often get asked. And do their jobs change with tenure. Frankly there are 3 key tasks that a Marketer in a Corporate deliver on: #1. Activation or essentially driving the business. This is typically the role that Marketers take on in the early years of their career and includes Sales coordination, Promos, Schemes, POSM and the like. #2. Innovation is the next task that Marketers pick up, usually after a few years of experience & this usually includes new product development, pack design, brand refresh etc #3. Communication is usually the most nuanced function of marketing that senior marketers build expertise in and it typically delivers the brand strategy of grow category and steal share So while all Marketers work on strategy, the parts of strategy that they focus evolves as they mature. Have I missed anything or do you think there is more to be added? #brandupwithbajaj #thepracticalmarketer

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UNFI just reported a surprisingly good Q3. Everyone in our industry should be celebrating. Their earnings call outlined how their larger Natural/Organic/Specialty accounts (WFM/TFM/GFH) are performing well. It’s a good thing, that these accounts are continuing to perform well and showing consumer resilience against persistently high pricing. This opens more innovation into more doors, and allows for the transfer of market share from Big CPG to emerging brands. It’s also a good thing their simplified fee structure (SSA) is paying off and producing more sustainable EBITDA rates for them because the stability of their supply chain network is important for retailers. There’s a nascent cottage industry built around helping small brands navigate UNFI’s “deduction” process. It’s important to understand that this 7% “Inside Income” forms the basis of their core profitability model. Nobody is going to “outsmart” or “outhustle” that 7% model long-term. Every brand signs the Policies and Procedures document and the details are all in the minutiae there. It’s important to understand that UNFI does not make its profits selling product…they earn more than 100% of their EBITDA by BUYING product. Their fees aren’t “predatory” they are just optimized for mature, larger brands who make up more than 80% of their sales. If you want a simplified no deduction model, and you don’t want to have to patchwork together 5-10 smaller distributors to reach national scale, you should work with us instead. We only make money when we sell product and we only work with emerging, growth brands. ALL of our fees are posted on our website, and we explain them to every brand that onboards with us in a 30 minute call. We can onboard you by the end of the day today if you want. Otherwise, UNFI is a very competent incumbent, and they are here to stay. Pod Foods #innovation #unfi #grocery

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Following social media trends might sound like a great way to get your products noticed, but it can harm your brand's longevity. Not only does the trend cycle move on quickly, but it's often not supported by science. Many trending ingredients have little evidence for the claims made on social media. This can seriously damage consumer trust. Creating products that cater to trends rather than to meet people's needs shows a disregard for their health. Once people cotton on, your moment in the spotlight will last just as long as the trend cycle. Prinova's expert product development team can help you create products that are science-backed. #PrinovaGlobal #WeArePrinova #Supplements #Nutrition

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Our scoop with Joseph R. Rotondo, Founder & CEO of Smearcase - Protein-packed Frozen Cottage Cheese is LIVE! 🍨🎉 Here are some of our favorite takeaways from this episode with Joe: 🍨 Community engagement is crucial for CPG marketing success. When your values are at the forefront of your relationship with those in your community, you will see a magnetic connection start to form. 🍨 Building a unique brand requires innovation and disruption. If you're looking to get into CPG, find your niche and get really clear on how you're going to be different to drive that unique value proposition.  🍨 We're just starting to scratch the surface on what personalization in food supplements can be. Consumers need to continue to learn what works for them. Be mindful of the noise that's out there, but don't just be a follower. 🎙️ Tune into this episode on our website or wherever you like to listen to your podcasts: https://lnkd.in/eRjdavv3 The CPG Guys #CPGScoop #CPGGuys #marketing #insights #cpgindustry

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During the Organic Produce Summit this month, I had the honor of hosting a labeling discussion. The panel unanimously agreed that we're confusing consumers on label, making their purchasing decisions more complex rather than easier. At that same event, I met Erin Healy, M.P.H. and learned of NEW tools that USDA National Organic Program (Agricultural Marketing Service) has created for producers and retailers to help communicate more directly with consumers about their certified organic products. Check our the #USDA #Organic #Consumer Outreach #Toolkit - link in the comment below. And reach out to Erin with any questions about using this data in your marketing or in your stores. #OPS2024 #agrimarketing #consumermessaging

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Unlock the power of the FoodHealth Score with My Nutrition Insights on the Kroger app! 📲 You will be able to: ✅ Learn the FoodHealth Score of your past purchases ✅ Check out similar products with a higher FoodHealth Score for healthier choices Get a sneak peek below!

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Life as an Agile CMO in the Beer Industry with ARMED FORCES BREWING COMPANY Navigating the dynamic and fast-paced world of the beer industry, I’ve learned that being an agile Chief Marketing Officer is not just a preference—it's a necessity. In this fast evolving landscape, principled leadership, unwavering focus on our mission, and a steadfast commitment to our strategic goals are essential. Staying true to our mission and not being swayed by fleeting trends is key. While it’s tempting to jump on every new marketing fad, I’ve found it crucial to remember that not all trends align with our brand's core values and long-term vision. Here’s what guides my approach: 1. Principled Leadership: Making decisions based on core values ensures consistency and builds trust with our audience.    2. Mission Focused: Ensuring every campaign, message, and product aligns with our overarching mission. This focus not only drives growth but also fortifies our brand’s purpose. 3. Strategic Integrity: Recognizing that marketing tactics are tools, not the strategy itself. It’s easy to get distracted by shiny new tactics, but they should always serve the strategy, not stray from it. This disciplined approach helps maintain brand integrity and delivers sustained success. 4. Adaptability with Purpose: Being agile means being adaptable, but with a clear purpose. It’s about responding to changes in the market while staying anchored to our strategic goals. In a world of constant change, my dedication to these principles is what sets us apart. It's not about chasing trends; it's about creating lasting impact through thoughtful, mission-driven marketing. #CMO #MarketingLeadership #BrandIntegrity #StrategicSuccess #AgileMarketing #VeteranOwned #Veterans

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Customer-centric (customer-centered, customer first) was a corporate buzzword that littered mission statements, marketing slicks, slogans, emails, etc., but lost its impact due to corporations' repeated failures to deliver on the promise. I fear the same fate for "Innovation," which is used everywhere but seldom delivered consistently. The "Innovation Gap" discussed in Adam Melonas article published by Forbes Business Council below must be solved before "Innovation" becomes another hollow buzzword. Innovation, not Renovation, is what will drive profitable, volume-led growth for CPG companies. Critically, the innovation, from idea to shelf, must be in months, not years.

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