Shelf Talkers

How Rotten Redefines What "Better-for-You" Candy Looks Like

This week, Adam sits down with Michael Fisher, founder of Rotten, a better-for-you candy brand that’s shaking up the confectionery aisle. With black packaging, wild 1980s-inspired characters, and unapologetic attitude, Rotten is proving that healthier candy doesn’t have to look healthy to win over shoppers. Michael shares the story of how he built the brand from scratch — literally starting in his kitchen — and why his design and marketing choices intentionally break the mold of typical “clean” brands. From DIY product formulation to clever guerrilla tactics that got him in a little trouble at trade shows, this conversation is packed with lessons for founders who want to stand out, not blend in. 🧠 What We Covered: * How Michael’s frustration with existing “healthy” candies led to the creation of Rotten * Why the brand’s grungy 80s cartoon aesthetic helps it stand apart from typical wellness brands * The home kitchen experiments that shaped Rotten’s first formulations before going commercial * How Michael approaches trade shows as opportunities to introduce his products to new audiences * The strategic decision to lead with fun and indulgence on packaging, and let the “low sugar” message come second * The guerrilla marketing stunt that got Rotten noticed (and maybe a few stern looks from show organizers) 🧃 About Rotten: Rotten is a better-for-you candy brand that proves you don’t have to sacrifice fun for flavor. With low sugar, bold packaging, and nostalgic characters, Rotten brings rebellion back to the candy aisle. 👉 Learn more at eatrotten.com [https://eatrotten.com/] 🎧 About Shelf Talkers Shelf Talkers is hosted by Adam Feller, founder and creative director of Avidity Creative [https://www.aviditycreative.com/] — a branding and design agency that helps food and beverage brands level up through strategy, identity, and packaging that sells. If you enjoyed this episode, follow Adam on LinkedIn for more conversations, insights, and behind-the-scenes looks at what it takes to build standout CPG brands.

You've Got On The Shelf... Now What?

Summary: You finally did it—your product’s on the shelf. But as Alli Ball says, “that’s when the real work begins.” In this episode, host Adam Feller talks with Alli Ball, founder and CEO of Food Biz Wiz®, about what happens afterthat big retail win. Drawing from her experience as a grocery buyer and CPG coach, Alli shares what founders need to focus on once they’re in stores — from building strong relationships with buyers to tracking store performance and driving real velocity. You’ll learn how to avoid the “set it and forget it” trap, what to do if you lose distribution, and how to make those crucial first 30 days in-store count. In This Episode: * Why “getting in” isn’t the finish line — it’s the starting point. * How to track and respond when stores underperform or drop your product. * Strategies for getting back into lost stores (and how a new SKU can help). * The critical role of demos and launch campaigns in your first 30 days. * How to balance “velocity vs. doors” and find your ideal rate of movement. * What to do if you’re being pushed to grow faster than you’re ready for. * How to show up as the confident, strategic business owner your brand needs. About Our Guest: Alli Ball is the founder & CEO of Food Biz Wiz® and the creator of Retail Ready®, an online program that’s helped over 3,000 packaged food and beverage brands thrive on retail shelves. As a former grocery buyer turned wholesale consultant, Alli helps brands understand how to get on the shelf — and what it takes to stay there. 🎧 Listen to Alli’s own award-winning podcast, Food Biz Wiz®, or learn more about her programs at AlliBall.com. Host: Adam Feller [https://www.aviditycreative.com/] Presented by: Shelf Talkers Podcast – conversations with the people shaping the future of food & beverage.

Knowing When Your Brand Is Ready To Scale

In this episode of Shelf Talkers, Adam sits down with Dr. James Richardson, founder of Premium Growth Solutions and author of the best-selling CPG book Ramping Your Brand. Together, they dive into what it really takes for small CPG brands to grow — and more importantly, how to know when they’re actually ready for that growth. Dr. Richardson shares why “steady, incremental growth without really trying” is one of the biggest indicators that your brand is built for scale. He explains that if your sales are increasing without major marketing pushes — and you still don’t fully know your customers — you might be on the verge of real momentum. They also explore the difference between brands with a cult-like following and those still building their base. As Dr. Richardson puts it, “If you’ve got fans who will buy no matter what, it’s time to get into as many stores as you can.” But if you don’t, there’s foundational work to do first. The conversation also touches on: * * The biggest risks of over-expansion. * * Why strong shelf velocity beats store count every time. * * The importance of working capital, team alignment, and even founder mindset in scaling. * * How strategic branding fits into the growth equation — and why clarity of message always wins over flashy design. * * Common scaling myths, including the idea that you need a big team instead of the right team — as seen in RXBAR’s over-hiring lesson. This episode is a must-listen for any founder thinking about taking their CPG brand from steady sales to sustainable scale. 🔗 Connect with Dr. James Richardson on LinkedIn: linkedin.com/in/premiumgrowthsolutions [https://www.linkedin.com/in/premiumgrowthsolutions/] Shelf Talkers is produced by Avidity Creative [https://aviditycreative.com/] — a branding and packaging design agency helping food and beverage brands stand out on the shelf and scale with confidence.

The Art (And Chaos) of Naming: Turning Words into Brands

In this episode of Shelf Talkers, Adam sits down with Stevie Belchak and Alexandra Watkins, two naming experts from the aptly named agency Eat My Words. Together, they unpack the creative chaos behind crafting unforgettable brand names, from the logic that drives their process to the instincts that make a name stick. Alexandra shares her journey from copywriter to naming icon (including her claim to fame — naming Wendy’s legendary Baconator), while Stevie offers insight into how strategy and wordplay collide to shape memorable identities. Then things get lively as the trio trade off naming hits and misses, debating which brand names they love, which ones they can’t stand, and why. If you’ve ever struggled to name your product, or wondered what makes a name good, this is an episode you don’t want to miss. 🧠 Key Takeaways * What separates a clever name from a confusing one * Why emotional connection often beats literal meaning * How cultural context and humor can elevate a name * The surprising stories behind some of your favorite (and least favorite) brand names * Why “Baconator” might be one of the best product names ever created 👥 Connect with the Guests Stevie Belchak – LinkedIn [https://www.linkedin.com/in/steviebelchak/] Alexandra Watkins – LinkedIn [https://www.linkedin.com/in/alexandrawatkins/] Eat My Words – https://eatmywords.com 🚀 Learn More Discover how Avidity Creative helps food and beverage brands build unforgettable identities at AvidityCreative.com

Facing the Hard Truths: Rachel Klein on Closing Revival Foods

In this episode of Shelf Talkers, Adam sits down with Rachel Klein, founder of Revival, a brand that once brought craft almond butters to hundreds of shelves across the U.S. Rachel opens up about her unconventional journey into CPG, the rollercoaster of scaling into Walmart, and the difficult decision to close her company after a decade. Her story is raw, honest, and packed with lessons for every founder navigating the highs and lows of building a food brand. Key Takeaways: * How Rachel went from Pilates instructor to almond butter entrepreneur. * The realities of scaling from farmers markets to 1,000 Walmart stores. * Why working capital and investment decisions matter more than passion alone. * The challenges of being overly reliant on one retail partner. * The freedom—and lessons—that come with knowing when to walk away. * LinkedIn: Rachel Klein [https://www.linkedin.com/in/rachelrevival/] * Website: Revival Foods [https://revivalfoodco.com] At Avidity, we help bold food & beverage brands build strategy and packaging that stops shoppers in their tracks. Explore our work at aviditycreative.com