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