Ryan Pintado-Vertner

“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.

64

9 Comments

Big news in the confectionary industry - Mondelēz International reportedly looking to acquire The Hershey Company This would clearly be a significant move for Mondelez and would gain them a leading share in the North America market where their current brands (Cadbury & Milka) do not have a large presence. Hershey had also just undergone a significant cost cutting round, making the chocolate maker more profitable despite rising costs. As prices of cocoa and other raw materials rise I believe we will see a lot more manufacturers in similar industries coming together. #grocery #omnichannel #foodandbeverage #foodindustry #foodandbev #digitalcommerce #ecommerce #cpg #cpgindustry #fmcg #fmcgindustry https://lnkd.in/e-mDiUNr

24

5 Comments

Is your business targeting #GenZ coffee consumers? "Recent analyses, including insights from The Economist, have highlighted that Gen Z have a higher income than its predecessors, the #babyboomers and #millennials.  The article reports that a typical 25-year-old Gen Z-er (or Zoomer) has an annual household income of over $40,000, more than 50% above baby-boomers at the same age. While factoring in inflation and current cost of living might make these numbers less sensational, they still demonstrate that Gen Z holds considerable #economicpower." Check out today's article at Coffee Intelligence. Sarah Eleanor Charles spoke with William Dunaway about the preferences of Gen Z and millennial coffee consumers, as well as their priorities such as sustainability, community, brand building, and fun and exciting products. https://lnkd.in/e9NMCTqn

11

Following our Vital Pursuit and #GLP1 news last month, I wanted to share another exciting launch from a different part of our business: Nestlé Health Science. The team has launched a new website that offers wide-ranging support for consumers on a weight loss journey and those using weight loss medications like #Ozempic and Wegovy. Why does that matter to us? 1. We’re committed to the #nutrition big picture: During a period of weight loss, the need for nutrition is not going away; it is shifting. We want to take an active role to help consumers navigate that shift. Weight isn’t the only consideration – For instance, people on GLP-1 therapy with reduced appetites need to ensure they’re getting the right micro and macro-nutrients and preserving lean muscle mass. Vital Proteins, Orgain, and Boost address protein needs with diverse sources and price points. Brands like Pure, Solgar, Garden of Life, and Nature’s Bounty deliver vitamins and minerals, fiber, probiotics, and more to fill any gaps and help mitigate issues such as GI discomfort. 2. We can make scientific expertise more accessible: Much of the opportunity ahead comes from a true understanding of both consumer needs AND the science behind their diets. Nutrition guidance can be confusing and tough to personalize – we can make expertise more accessible by helping consumers tap credible experts and by helping them bundle the right solutions for their personal needs. 3. We take action to support consumers: Our ambition is for Nestlé to be a true, trusted partner for consumers. Our brands have helped us build credible relationships with healthcare professionals, who are key to support GLP-1 patients as they navigate nutritional challenges. By bringing brands together for a more holistic service and personalized support, we believe we can deepen our relationship and support consumers as they work towards their goals. We look forward to continuing to develop our tools to empower consumers, whether that’s on healthy lifestyles and nutrition, culinary expertise, or affordable meal planning, and we’ll continue to offer more options for GLP-1 users like www.glp-1nutrition.com. https://lnkd.in/dbKNX2-i

668

37 Comments

Is plant-based just a fad? The nation's largest food retailer doesn't think so... Yesterday Walmart launched 'bettergoods,' their largest private label brand in 20 years ("a new elevated experience that delivers quality, unique, chef-inspired food at an incredible value"). The entire portfolio of 300 new items fall into three distinct category pillars: 1) "Culinary experiences" that spotlight innovative recipes and elevated ingredients. 2) "Plant-based" products with distinct green branding and big flavors made to be devoured. 3) "Made without" offers a variety of options that cater to different dietary lifestyles (e.g. gluten-free). A big day for the plant-based industry! https://lnkd.in/g4CF--uE

85

10 Comments

"Rebranding or brand refreshing should be an exciting journey. But in the wake of economic and #supplychain uncertainty, #coffee companies must adopt an approach that works best for their needs." - Perfect Daily Grind Rachel Keen speaks with Norbert Niederhauser, Emily Jackson, and Andrea B. Pacas Pacas at Cropster to discuss how coffee companies can navigate rebranding or brand refreshing. They share insights on staying competitive amidst economic uncertainty, supply chain issues, and shifting consumer preferences. https://lnkd.in/e5gHusP8

8

57% of Millennial and Gen-Z TikTok users adopt nutrition trends they've seen on the app, but just 2% of these trends are accurate. If brands mindlessly adopt these trends, it can erode trust and create frustration for customers when they don't see the results they expected. Prinova's industry insights can give your brand insight into the latest scientifically-backed trends. This allows you to create products that deliver real value instead of hollow promises. #WeArePrinova #PrinovaGlobal #NutritionTrends #Misinformation

14

1 Comment

🌱 Nutrition Transparency: A Must for the Future of Food 🌱 As consumer demand for healthier options grows, a call for consistent nutrition disclosure is louder than ever. The Access to Nutrition Initiative (ATNI) is urging manufacturers to make transparent nutrition reporting a standard practice. 📊 Despite progress, inconsistencies in how companies disclose nutrition data make it difficult for consumers and regulators to trust what’s on the label. This isn’t just about compliance—it's about trust and accountability. Brands that lead in transparency will ultimately build stronger, long-lasting consumer relationships. 🔍 So the question is: How committed is your brand to authentic transparency? #NutritionTransparency #FoodInnovation #ConsumerTrust #HealthandWellness

8

West Food Brands Indiegogo campaign will be featured on The Associated Press. I will be sitting down talking with contributors to discuss our products and mission to change the CPG landscape. When I started West Food Brands I was first black owned donut and cookie mix brand in the world. This is scary to think that this is a multi billion dollar industry and not one black person owned a donut or cookie mix brand since me. This article will discuss how I turned down VC funding in the beginning, and why my campaign on Kickstarter had been denied due to systemic barriers. My hope long-term is not only more black owned brands can start CPG brands, however other minorities as well. African Americans spend roughly 1.2 trillion dollars in the USA today, however have the highest business failure rate than any other racial group. Also, African Americans face the highest poverty rate and unemployment rates in the USA. From the beginning I tried to help bridge the cap and educate people on why people should support black owned businesses. Also debunk theories about bad customer service and quality products. Supporting black businesses statistically will actually improve the whole entire US economy by a few trillion. Let's create more jobs and build communities of hope. This press release will highlight some great information on how I am changing the CPG industry, and bringing more diversity to the baking mix industry. Follow us on the journey at West Food Brands and our Indiegogo campaign if you haven't already done so. Try our products today before the Indiegogo campaign launches once it launches you will be able to only pre-order our products. R.I.P Wally Amos- "Nothing is an obstacle unless you say it is" #ap #associatedpress #pressrelease #article #news #Sunday #campaign #cpg #diversity #food #contributor #crowdfunding #emergingbrand #Amazon #indiegogo #wallyamos #glutenfree #Baltimore #blackowned #sustainability

26

5 Comments

People often ask me, “How do you balance work in Foodmarkethub and Supplybunny?” The truth is, my years at Supplybunny have been the perfect preparation for my role at FMH. Building and scaling a B2B marketplace from the ground up taught me invaluable lessons in leadership, agility, and the intricacies of the F&B supply chain. With a team now running Supplybunny, I’ve learned to trust and empower them to carry forward the vision while I focus on strategic growth at FMH. I still provide guidance once a week to keep the pulse on the business, but the real magic lies in the synergy between these two roles. The insights gained at Supplybunny directly inform how we approach supply-chain financing at FMH, helping restaurants streamline operations and manage costs. At the same time, FMH’s fintech innovations and birds eye view of the industry allows me to make extremely good high level decisions for Supplybunny It's symbiosis #Leadership #Startups #GrowthStrategy #F&BTech #Synergy #SupplyChainInnovation

21

1 Comment

America’s Weight Loss Revolution: Are We Finally Turning the Tide? 2023 marked a pivotal shift—after nearly five decades of rising obesity rates, America got less obese last year. For the first time in modern history, we're seeing what might be the spark that ignites a nationwide health transformation. GLP-1 drugs are reshaping how we think about weight loss—no longer is it simply about willpower or diet fads. We're talking about real, measurable change at scale for our most vulnerable population—those who have been victims of the high-sugar, ultra-processed foods that dominate our grocery stores. But here’s the thing: this movement goes beyond just medications. Better-for-you food & beverage companies are driving significant change by making healthier options more accessible than ever, and consumers are voting with their wallets for these types of products. Categories that once seemed owned by the “big guys” are being transformed. From energy drinks like Celsius, C4, and Ghost to the meteoric rise of low-sugar sodas like OliPop and Poppi, consumers are finally being offered choices that align with their health goals—without compromising on taste— and are being found wildly available. Brands like Premier Protein and Core Power are leading the protein revolution with rapid double-digit growth, while supplement companies like AG1 and Bloom are redefining wellness routines with eye-popping annual sales numbers. At Super Coffee, we’ve been tackling our own challenge in the coffee space since 2015. A lot of our work has been time spent swimming upstream, as for many Americans, their daily coffee ritual is almost a sacred moment. We aim to show customers they don’t have to sacrifice their beloved hyper indulgent coffee flavors popularized by Starbucks and Dunkin’ to pursue a healthier life. Through years of product evolution and ingredient innovation, Super Coffee offers a way to enjoy your favorite coffee ritual without compromising your health goals. Enough about us — here’s the trillion dollar question: What does this whole conversation mean for our future? As more people begin their weight loss journeys in America, will we see a significant shift in our food system toward making healthier items more available at scale? Let’s not ignore the data— 1 in 8 Americans are now using* GLP-1 drugs. This is not just a trend; it’s a seismic shift. Yet, 1 in 8 products on grocery shelves don’t provide the benefits needed to combat obesity. The overwhelming majority of space is still dominated by high-sugar, highly processed, prepackaged obesity options that have contributed to this crisis. (And don’t even get me started on gas station shelves if you’re looking for decently healthier options.) What do you think? Is the tidal wave of GLP1 Drugs going to allow us to see real change in 2025 on the shelves of the institutions that feed America, or is there still a long road ahead? #JakesAirplanePosts4.0

24

1 Comment

Whole Foods Market just wrapped up an inspiring Q4 all-hands and let me tell you—there’s a lot to celebrate, and even more to be excited about. One of the highlights was an in-depth look at the future of sustainable sips, led by our own Mary Guiver and an incredible panel that included Garrett Oliver from Brooklyn Brewery , Peter Skrbek from Deschutes Brewery, Jack Dyer from Topa Topa Brewing Co., and Paul Lightfoot from Patagonia Provisions. They shared a clear vision of how the brewing and winemaking worlds are going greener by the day, proving innovation and sustainability (Kernza and Fonio are just two climate-smart ingredients that can be added to a brew to make a great beer) truly belong in the same glass. Our 2025 trend forecasts also confirm it: sustainable sips are on the rise. From regenerative agriculture to lightweight wine bottles these eco-conscious efforts are reshaping what we pour and Whole Foods Market will continue to be at the forefront, supporting brands that prioritize the planet while raising the bar for quality and creativity.

308

8 Comments

I think consumer feedback is often under used by emerging CPG brands… Coming from a Kraft Foods general management upbringing and then experiencing start-ups for many years, I’m often thinking about which “big company” practices could bring value to young emerging companies while not screwing up their great entrepreneurial culture and founder brilliance. The one area I continue to see a gap in is “entrepreneurial” consumer feedback/market research—the lack of fast/low cost consumer research options (or even confirmation research) discussed to prevent a low velocity SKU to get delisted, to maximize brand communication, and avoid wasted spend or lost opportunity on the back end. There are some great research companies out there, but their costs (while valid and worth it) are just not in the ballpark for what many founders want to spend for or go through the time on. Sometimes it’s a lot more natural for founders to go with their gut and not get bogged down by research. And I totally get this, and it does work in many instances.   I just wish there were more options out there to efficiently confirm purchase interest between two packages or between new innovation ideas to complement founder gut. In the end, it could save the emerging brand money…. Thought I’d reach out to the linkedin community, PLEASE not from research companies selling their research, but from founders/emerging brand marketers who have been through this dilemma and have found some consumer feedback very helpful and fitting for emerging brand bootstrap budget and speed (even if their own tools or alternative ways they’ve brought in consumers more)?  This sharing might help more companies maximize their moves in the future…so hope it helps… thanks! #ConsumerFeedback #jcbgrowth

74

18 Comments

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

14

2 Comments

Millennials make purchasing decisions that reflect their ethical beliefs and budget constraints. Brands can cater to Millennials' ethical and budget preferences by offering functional foods and multi-benefit products. These products not only resonate with the health and wellness values of Millennials but also provide significant additional value, making them highly appealing to this cost-conscious demographic. As Millennials seek products that align with their values without breaking the bank, there’s a unique opportunity for innovation in the functional food sector. Understanding this shift is key to meeting their expectations. Read more about this consumer group here: https://bit.ly/3VCHrDQ FoodNavigator USA Ryan Daily #valueshoppers #consciousconsumers #functionalfoods

11

Have you heard about PepsiCo program to help black owned restaurant concepts launch and thrive? “Our mission is to give Black-owned restaurants the resources they need to build and grow. We provide support to overcome foundational challenges, resources for digital optimization and programs to raise the visibility of Black-owned restaurants.”

25

2 Comments

Diageo doubles down on non-alcoholic spirits with the acquisition of Ritual Zero Proof & now owns three of the five world's largest non-alcoholic spirit brands Ritual Zero Proof was founded in 2019, and became the #1 non-alcoholic spirits player in the US after joining Diageo’s accelerator program in 2020. Five reasons why this deal makes sense: 1) Fast growing: The US non-alcoholic spirits has been the fastest growing category with +31% L5Y CAGR. 2) Incremental: 94% of non-alc buyers in the US also purchase alcoholic beverages, spending on avg $292 more than households exclusively purchasing alcohol demonstrating the incrementality of the category to beverage alcohol. 3) High Right-to-Win: Ritual is already a #1 non-alcoholic spirits player in the US, with a strong market position and tailwinds 4) Synergistic: being a #1 player globally in both alcoholic and non-alc spirits Diageo is well positioned to build on Ritual’s current success and scale it up further leveraging its GTM muscle and category expertise 5) Close to the Core: being a part of Diageo’s accelerator (Distill Ventures) since 2020, Ritual already knows what it takes to make cooperation with a spirits giant successful, limiting risks of integration challenges Exciting times for Diageo 𝗔𝗯𝗼𝘂𝘁 𝘂𝘀: FF&A solves the most complex strategic problems of the world's largest FMCG companies across Corporate Strategy, Organic Growth, Digital RTM (eCommerce, DTC, and eB2B) and M&A. 14 out of the world's 20 largest FMCG companies are repeat Clients 𝗧𝗼 𝗸𝗻𝗼𝘄 𝗺𝗼𝗿𝗲, 𝗰𝗳. 𝗼𝘂𝗿 𝗹𝗮𝘀𝘁 𝗙𝗠𝗖𝗚 𝗠&𝗔 𝗽𝘂𝗯𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗯𝗲𝗹𝗼𝘄: https://lnkd.in/efD5RNWX 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg #mergersandacquisitions https://lnkd.in/dXAZQ242 Pernod Ricard The HEINEKEN Company AB InBev Carlsberg Group Campari Group William Grant & Sons The Coca-Cola Company PepsiCo

19

Two days ago I proposed writing a guide to starting a CPG brand and the interest was overwhelming… so I’m doing it. Here’s my initial outline: CREATING YOUR PRODUCT Product Development Category Norms Product Packaging Types Pricing BUILING A BRAND What is a Brand? Positioning Statement Values Mission Statement Tagline Packaging Design Brand Identify Elements FINANCING How much money will you need? Cashflow Debt Angels / V MANUFACTURING Self Manufacturing Co-manufacturing Finding a co-manufacturer SUPPLIERS Ingredient Suppliers Packaging Suppliers SALES CHAMNELS Farmer’s Markets E-commerce Grocery and Retail Club Foodservice DISTRIBUTORS How distributors work National distributors Regional distributors Distributor watch outs MARKETING Digital Marketing Retail Marketing Other Marketing RETAIL SUPPORT Merchandising Brokers Sales Agencies What do you think? What’s missing? #cpg

122

110 Comments

Week 1: The Untapped Power of Private Brands Private brands are rapidly transforming from budget alternatives to brand-defining assets. Today, they play a pivotal role in consumer loyalty and store identity, yet many C-suite leaders may not see their full financial and strategic value. In this series, I’ll explore insights from FMI’s Power of Private Brands 2024 report, along with my own reflections from over 30 years in the field. This week’s article covers: • FMI’s Role: How FMI unites industry leaders to build private brands’ influence. • The Why: Why private brands’ impact is bigger than many realize. • Key Takeaway: Private brands are no longer “white label”—they’re an experience in quality, taste, and price that demands investment and strategic focus. Read the entire article here: https://lnkd.in/gPf9PQfK If you’d like to discuss the insights further, feel free to reach out—I welcome the chance to connect. #PrivateBrands #RetailStrategy #FoodIndustry #GroceryBusiness #ExecutiveInsights

16

2 Comments