Knowing When Your Brand Is Ready To Scale

Understanding Your CPG Numbers

In this episode of Shelf Talkers, host Adam Feller sits down with Abby June Richards, founder of The CPG CFO, to talk about one of the most important parts of building a sustainable CPG business: understanding your numbers. Abby shares how she found her way into the finance side of CPG, why she started The CPG CFO, and how she helps emerging brands get more clarity around cash flow, pricing, margins, and growth. A big focus of the conversation is The CPG CFO’s CASH FIGHT framework, a practical tool designed to help founders understand how cash moves through their business. During the episode, Abby walks through the C.A.S.H. portion of the framework, including conversion cycle, alert level, shelf pricing, and shipping and fulfillment. The conversation covers why sales growth does not always mean a business is financially healthy, how cash can get tied up in inventory or delayed payments, and why founders need to understand the real costs behind each sales channel. Abby also explains why strong pricing, regular cash flow reviews, and better financial visibility can help founders make smarter decisions before cash gets tight. This episode is a helpful listen for CPG founders who want to build a stronger financial foundation, avoid common cash flow surprises, and understand what their numbers are really telling them. In this episode we cover: * How Abby got into CPG finance and started The CPG CFO * Why “knowing your numbers” matters for emerging brands * What the CASH FIGHT framework helps founders understand * Why cash flow issues can happen even when sales are growing * How pricing, payment cycles, and fulfillment costs impact profitability * Why founders should regularly review their cash position and channel performance About Abby June Richards Abby June Richards is the founder of The CPG CFO, where she provides fractional CFO services for emerging CPG brands. Her work helps founders better understand their numbers, manage cash flow, and build more sustainable businesses. Before starting her own firm in 2023, Abby spent years working in operations, accounting, audit, outsourced accounting, and technology implementation. Today, she focuses specifically on helping CPG founders build financially healthier companies. Links Connect with Abby June Richards on LinkedIn: https://www.linkedin.com/in/abbyjuner/ [https://www.linkedin.com/in/abbyjuner/] Learn more about The CPG CFO: https://www.thecpgcfo.com [https://www.thecpgcfo.com/] Download The CPG CFO’s 13-week cash flow template: https://www.thecpgcfo.com/cashflowforecast [https://www.thecpgcfo.com/cashflowforecast] Work with Avidity Creative At Avidity Creative, we help food and beverage brands build stronger brand identities, packaging, and sales materials that are designed to perform on shelf and support growth. Learn more at: https://www.aviditycreative.com [https://www.aviditycreative.com/]

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