Expert Segment: How to Build a Brand that Stands Out — with Katie Mleziva

Expert Segment: How to Build a Brand that Stands Out — with Katie Mleziva

You have a great product — but is it a strong brand? There's a big difference, and most food founders don't realize it until they're already stuck. In this episode, Jacinta sits down with food brand strategist Katie Mleziva to break down what it actually takes to go from making a great product to building a brand that makes people want to choose you — every single time. If you've ever struggled to explain what makes your product different — or found yourself leading with "it tastes great and uses quality ingredients" — this episode is for you. Katie Mleziva, founder of Real Food Brands [https://realfoodbrands.com/] and host of the Food Business Marketing Podcast [https://realfoodbrands.com/podcast/], walks us through the brand strategy framework she's used with food founders across the country. From identifying your purpose, vision, and values, to building brand pillars that give your whole business a backbone — this conversation will help you get out of your own head and into a brand that truly connects. 💡 In This Episode You'll Learn * Why great products don't automatically become strong brands — and what bridges the gap * The "know thyself" approach to brand strategy that Katie starts every founder with * What features, benefits, and fire-in-the-belly really mean — and why you need all three * How to build brand pillars that organise your thinking and guide every business decision * Why your brand history and your brand story are two very different things * How to extend your brand experience beyond the farmers market or tap room to the shelf * What "shaking up shopping carts" actually looks like in practice for real food brands * How to know if you're ready to expand regionally or nationally — and what to check first 🎧 Listen to Katie's Recommended Episode Katie's suggested starting point if you want to go deeper on brand strategy: Food Business Marketing Podcast — Episode 101: Where to Get Started with Brand Strategy 🔗 Connect with Katie Mleziva 🌐 Website: realfoodbrands.com [https://realfoodbrands.com] 📱 Instagram: @realfoodbrands 🎙️ Podcast: Food Business Marketing Podcast (formerly Real Food Brands Podcast) — available on Spotify and Apple Podcasts Spotify Playlist to Get Started [https://open.spotify.com/playlist/7G64EvCL5yAA5GvFJX3UnF?si=-hsmv4UmT12-RG_TeusyBw] 📣 READY TO SCALE? ➡ Take the Scale Up & Retail Readiness Quiz to find out exactly where you are — and what to focus on next. [Take the Quiz [https://retailreadyquiz.scoreapp.com/]] ➡ Join the Emerging Food Business Hub waitlist to be the first to know when doors open. [Learn more about the Hub [https://camaresearch.com/efbh]]

When Is the Right Time to Move from a Commercial Kitchen to Co-Manufacturing?

Most food founders ask the wrong question. They ask "Am I ready for a co-manufacturer?" when the question they should be asking is "How much time do I have?" In this episode, I share the story of a snack bar founder who called me frustrated after approaching three co-manufacturers with six months until his retail launch date. He made it — but the process was painful, rushed, and strained relationships he'll be managing for years. I don't want that story for you. Today I break down the three signals that tell you it's time to start the co-manufacturing conversation — before urgency forces your hand — plus a concrete backwards-planning timeline so you know exactly how early "early" actually is. In this episode: * The real reason the best co-manufacturers are hard to get into (and it's not your product) * The three signals that tell you to start the conversation now * Why your margin getting worse as your volume grows is a sign, not a coincidence * How to work backwards from your retail date to know when to act * The difference between a proactive founder and a reactive one — and what it costs you to be the latter Take the Scale Up & Retail Readiness Quiz: [Get to Know Your Score [https://retailreadyquiz.scoreapp.com/]] co-manufacturing co-packer commercial kitchen food founder scaling food business food startup retail ready minimum order quantity MOQ food business margins COGS food product development emerging food brands healthy food brand snack brand food entrepreneur retail launch food scale up plant trial ETS Method food business strategy CPG founder better for you food food manufacturing production planning

How Do You Get Your Product OFF the Shelf — Not Just Onto It?

You worked for months on your recipe. You got your labels designed. You landed the shelf space. And then… nothing moved. The store called. They're pulling your product. Here's the truth nobody tells food founders early enough: getting your product onto the shelf is not the goal. Getting it off the shelf is. And one of the most overlooked reasons products stop selling — or never get approved in the first place — comes down to something that sounds almost too technical to matter. Shelf life. In this episode, Jacinta breaks down what shelf life actually means for your product, why retail buyers think about it before you even walk in the door, and how a real coaching conversation about packaging size turned into a masterclass in why every decision you make connects back to this one thing. 🎯 In This Episode: * Why "getting into retail" is the wrong finish line — and what to chase instead * What shelf life actually means: safety, stability, and compliance explained simply * The packaging size decision that is also a shelf life decision (and a loyalty decision) * Four things successful food founders do differently to stay on the shelf * What separates founders who get discontinued from founders who get reordered ➡️ Register for the 3 Day Shelf Life Mini Course — [Register here [https://camaresearch.com/workshop#3dayminicourse]] 👥 Join the Emerging Food Business Hub → [learn more [https://camaresearch.com/efbh]] 🌟 Enjoyed the episode? Share it with a food founder who is getting ready for retail — this one could save their business.

Which Product Goes First? The Strategy That Can Save (or Sink) Your Food Brand

Some of the most important decisions in your food business journey don't happen on the shelf. They happen before you even get there — in the moments when you decide what to launch, when to launch it, and how to back it once it's out in the world. In this episode, Jacinta Kemboi draws from two powerful real-world experiences: a mentoring session with a food founder navigating multiple products in development, and a post-mortem from inside a food company where two products launched simultaneously — with very different outcomes. One was backed by a full marketing strategy. The other was quietly forgotten. The one that was forgotten got discontinued. If you're a Better For You food founder with more than one product idea and not enough clarity on where to start — this episode gives you the framework to make that call with confidence. 💡 What You'll Learn in This Episode * Why launching multiple products at once without a clear lead product is a strategy for mediocre performance across the board * The real reason Product B failed — and it had nothing to do with taste, packaging, or price * How the same mistake made inside a large food company can happen to a solo food founder with even less margin for error * Why being an imagining brand is actually an advantage — if you use it right * How to use market research to identify your high-moving product before you go to market * The 3-step launch framework: do the research, pick your lead, build the marketing plan * The five questions every food founder should answer before launch day 🌟 Key Takeaway A focused launch with one great product will always outperform a scattered launch with three half-ready ones. You don't need to launch everything — you need to launch the right thing, with everything you've got behind it. Market pull beats founder excitement. Let the data guide your first move. 🔗 Resources Mentioned * Retail Readiness Quiz — find out exactly what gaps are holding your product back → [Take Quiz [https://retailreadyquiz.scoreapp.com/]] * Emerging Food Business Hub — community + accountability for food founders → [Explore Hub [https://camaresearch.com/efbh]] * ETS Method Framework — Jacinta's system for developing retail-ready, profitable food products 📋 Not sure if your product is retail-ready? Take the free quiz to find out. ➡️ Retail Readiness Quiz — [Take Quiz here [https://retailreadyquiz.scoreapp.com/]] 👥 Join the Emerging Food Business Hub — [Lean more [https://camaresearch.com/efbh]] 🎧 Loved this episode? Leave a review and share it with a food founder who needs this strategy today.

Keep Going — The Journey Is Worth It

Feeling stuck, overwhelmed, or like you can't see the finish line? This episode is for you. Jacinta shares the pivotal in-flight moment that shaped her entire career — and how a two-hour plane ride from Minneapolis to Montreal became the turning point that led to coaching Better For You food founders toward one million healthier products in retail. Whether you're just starting your food product journey or already in stores and trying to scale, this episode is a reminder that where you are right now doesn't determine where you'll end up. The challenges — supplier issues, rising costs, packaging delays — are part of the process. Keep going anyway. 🎯 In This Episode: • Jacinta's personal story: a cross-border long-distance relationship and the flight that changed everything • Why she chose to bridge the gap between food science and nutrition • The real reasons Better For You food founders keep going despite the hard days • What profitability from Day 1 actually looks like — and why it matters • How to find your community so you don't walk this journey alone • Why this podcast took three years to launch — and what finally made it happen ➡️ Take the Retail Readiness Quiz — find your product's gaps → [Take the Quiz here [https://retailreadyquiz.scoreapp.com/]] 👥 Join the Emerging Food Business Hub → [Learn More here [https://camaresearch.com/efbh]] 🌟 Enjoyed the episode? Share it with a fellow food founder — they need this today.