Guiding CPG Brands from the First Idea to Every Shelf in America

CPG Guy

CPG Guy

How We Got Here

We’re two industry pros passionate about mentoring emerging CPG brands. Now we use this experience to help brands make the most of where they are now, and get them to where they want to be tomorrow.

We’ve worked for, supplied, and bought from almost every player in the CPG distribution industry, including…

Sticker Stack Effect (CSS Only)
7-Eleven logo
Albertsons Logo
Associated Food Stores logo
Battenkill Creamery logo
BK logo
Bloomin Brands Logo
Blue Buffalo Logo
Canyon Bakehouse logo
Cargill logo
Chicken of the Sea Frozen Foods logo
Coca-Cola logo
Eggland's Best logo
Farmer Focus logo
Fresh Thyme logo
General Mills logo
Gordon Food Service logo
Heineken logo
JBS Foods logo
Johnson & Johnson logo
John Soules logo
Joy Baking Group logo
KEHE logo
Kellogg's logo
Kilcoy logo
Mars Food logo
Meelunie logo
Mondelez International logo
National Beef logo
Oatly logo
Olipop logo
PepsiCo logo
Pete Gerrys logo
Pete's Market logo
PFG logo
Price Chopper logo
Procter & Gamble logo
Publix logo
Rastelli Copro logo
Red Bull logo
Royal Canin logo
Ruprecht logo
Safeway logo
Sanderson Farms logo
Sietelogo
SmartSweets logo
Smithfield logo
Snyder's logo
Spindrift logo
Sprouts logo
Subway logo
Sysco logo
Tate's Bakeshop logo
Thrive Market logo
Town and Country logo
Tyson logo
UNFI logo
Unilever logo
Vital Farms logo
Whole Foods logo
Wolverine Packing logo

Idea!

It started as an idea, maybe from a friend. “You could sell this stuff!”

Your journey begins, and the CPG Guy has resources to help on every step of your growth path.

The Soft Launch

Friends, family, and local markets—your first customers. You’re getting real feedback, adjusting recipes, tweaking branding, and maybe even testing price points. Every review helps shape your product into something even better.

The CPG Guy can help with pricing strategies and branding best practices.

“We need a commercial kitchen”

You are getting more orders! Finding the right setup can be tricky—shared kitchens, co-manufacturers, or even your own facility. The CPG Guy connects you with options that match your growth stage.

Ready for the Shelf

Your product tastes amazing, but does it stand out? Now it’s time to work on if your product fits into a category, and for how much. The CPG Guy has expert tips to help you design a sell sheet and do a shelf analysis.

Time to meet with buyers

You’ve got product, packaging, and a brand. Now, it’s time to sell! The CPG Guy has insights on wholesale pricing, distribution, adding sales channels, and retailer pitch strategies.

Working with Distributors

Working with regional and national distributors has many nuances and precautions. Experience pays dividends. The CPG Guy has all the tips and details to successfully partner with the largest distributors.

Expanding Operations

With demand rising, it’s time to streamline operations. Should you partner with a co-packer? Do you need a distributor? How do you scale without losing quality? The CPG Guy guides you through growth without the growing pains.

From Local to National

You’ve conquered local markets and maybe even a few regional retailers. Now, it’s time to think bigger. The CPG Guy has your back every step of the way.

Distributors and Contracts

UNFI, KeHE, and more all have contracts. READ THEM, know them, secure them. The CPG Guy has guides to get you thru the contract process.

Household Name

Milk’s new favorite cookie won’t happen overnight. The CPG Guy can take you the entire way to achieving this dream.

The First Steps

You are exploring cottage industry laws, where to buy ingredients, and testing small batches in your home kitchen. This is where the dream starts to become real.