“Does My Packaging Even Work?”

“Does My Packaging Even Work?”

Your packaging does more than hold your product—it sells it. In this episode of The goCPG Super Connector Podcast, Adriana is joined by Jenny, a packaging designer who’s helped countless food and drink brands go from good-looking to shelf-ready (and legally compliant). They answer real founder questions like: * How do I know if my packaging is actually working? * Is sustainable packaging worth the cost right now? * What has to be on my label to avoid legal trouble? * What does it mean when a buyer says “it doesn’t pop on shelf”? Whether you're about to print your first run or thinking about a rebrand, this episode is packed with practical insights to help you avoid costly mistakes and design with confidence. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit gocpg.substack.com [https://gocpg.substack.com?utm_medium=podcast&utm_campaign=CTA_1]

A deep dive into the entrepreneurial battlefield

Here's the raw intel on what food and drink entrepreneurs are really wrestling with in 2025: The Reality Check: It's Tougher Than Ever First off, let's get real about the numbers - 90% of CPG brands fail within their first 2 years. That's not me being dramatic, that's the cold, hard truth from industry data. And after digging through the current challenges, I can see exactly why. The Big 5 Pain Points Crushing Food Entrepreneurs Right Now 1. The Funding Freeze 💰 This is THE killer. Everyone I researched keeps hitting the same wall - insufficient funding. It's not just about getting the initial investment anymore; it's the brutal reality that you need WAY more capital than anyone expects to actually make it work. The days of bootstrapping on a shoestring are essentially over in the food space. 2. Distribution Nightmare 🏪 Here's a reality check that's hitting entrepreneurs hard: "Most supermarkets are very difficult to get into. A supermarket is not a TARDIS - if your product goes on the shelf, something else has to give way." Getting shelf space is like trying to get into an exclusive club where everyone knows the bouncer except you. The smart entrepreneurs are pivoting to: * Amazon and e-commerce first * Farm shops and delis (thousands of them!) * Direct-to-consumer models * Bulk sales to manufacturers 3. Supply Chain Chaos 📦 This is still wreaking havoc post-COVID. Entrepreneurs are getting burned by: * Unreliable suppliers (especially during peak seasons like Christmas) * Quality control nightmares - suppliers sometimes reduce quantities from smaller customers to serve bigger clients * Shipping cost explosions - transportation costs have gone ballistic One entrepreneur shared: "I have been left stranded for some of the biggest money makers at Christmas because of unreliable suppliers." 4. The Labor Crisis 👥 82% of food businesses are actively hiring, but finding decent employees is like finding unicorns. The challenges are: * 23% cite labor shortages as their top concern * Chefs and cooks represent 30% of all open positions * Workers who actually show up, don't sit on phones, and do their job are rare gems * Rising labor costs - wages in CPG have increased 30% since 2019 5. Cost Explosion vs. Price Sensitivity 💸 This is the squeeze play killing margins: * Ingredient costs fluctuating wildly (37% of businesses cite this as a major stress) * Rent increases hitting hard (52% of businesses affected) * Consumer price sensitivity at an all-time high - people are abandoning loyal brands for cheaper alternatives * Shelf prices have surged 30% since 2020, but consumers' wallets aren't keeping pace The New Realities Entrepreneurs Are Facing The Competition Explosion Everyone and their dog is starting a food business right now. As one Reddit entrepreneur put it: "2024 was an okay year for me, but I kinda felt there was a really huge influx of people starting business in the 4th quarter. I wish they knew it wasn't as easy as it sounds." Economic Uncertainty is King * 20% of businesses list economic uncertainty as their top challenge * Interest rates, tariffs, and inflation are creating a perfect storm * 47% are worried about rising operational costs Consumer Behavior Whiplash * 66% of consumers now consider themselves environmentally aware * Plant-based food sales hit $8.1 billion in 2023 (79% growth over 5 years) * Digital-first shopping is reshaping everything * Brand loyalty is expected to drop 25% in 2025 - people are jumping ship for cheaper options The Brutal Operational Challenges Inventory Management Hell Food entrepreneurs are walking a tightrope between: * Overstocking (tying up capital, especially deadly for perishables) * Stockouts (lost sales and damaged reputation) * Demand forecasting that's nearly impossible with volatile consumer behavior Data Fragmentation Chaos Most food startups are drowning in scattered data across multiple systems, making it impossible to get a clear picture of what's actually working. Regulatory Compliance Nightmare The FDA keeps changing rules - stricter labeling requirements, new front-of-package nutrition labels proposed for 2025, and environmental regulations that vary by region. The Winners vs. The Losers Here's what separates the survivors from the casualties: The Winners Are: * Embracing AI and automation to stay competitive * Building direct relationships with customers through loyalty programs (45% increase in adoption) * Staying agile - the business you end up with won't be the one in your business plan * Going deep instead of wide - focusing on what they do best rather than chasing trends The Losers Are: * Thinking it's just about "throwing up a website and watching money roll in" * Underestimating the capital requirements * Trying to compete on price alone * Not investing in proper systems and technology The Bottom Line for 2025 The food entrepreneurship game has fundamentally changed. It's no longer about having a great product and hoping for the best. It's about having: * Serious capital backing (way more than you think) * Multiple distribution strategies (not just trying to crack the supermarket code) * Technology-driven operations (AI, automation, integrated systems) * Agile business models that can pivot quickly * Direct customer relationships that bypass traditional retail gatekeepers The entrepreneurs who understand this new reality and adapt accordingly will thrive. Those who don't? Well, they're contributing to that 90% failure rate. The silver lining? For those who make it through this gauntlet, there's massive opportunity. The industry is ripe for disruption by those who can navigate these challenges with smart strategy and adequate resources. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit gocpg.substack.com [https://gocpg.substack.com?utm_medium=podcast&utm_campaign=CTA_1]