Blog
Insights on fundraising, retail, margins, and scaling CPG brands from Jeff Church and the CPG Founders Group.
The CPG Founder's Playbook - Every Play You Need to Launch and Scale Your Brand
23 battle-tested plays from Jeff Church covering KPIs, fundraising, gross margins, trade spend, retail strategy, team building, and more. The complete operating system for CPG founders.
The Art of the Strategic Concession: How CPG Founders Give to Get
Jeff Church breaks down why strategic concessions in retail negotiations aren't losses, with real stories from Walmart and Costco that changed Suja's trajectory.
CPG Marketing Attribution: How to Know What's Actually Driving Sales
Jeff Church explains how CPG founders measure marketing ROI, connect spend to velocity, and stop wasting budget on awareness that doesn't convert at shelf.
Chasing Trends vs. Building a Category: What CPG Founders Get Wrong
Trend-riding feels like strategy in CPG. Here's why it almost never is — and the framework Jeff Church uses to tell the difference before it costs you.
CPG Term Sheet Traps: The Investor Clauses That Can Cost You Everything at Exit
The term sheet that looks great on page one can ruin you on exit day. Here's what 44 fundraising rounds taught Jeff Church about investor preferences, liquidation stacks, and protecting the people who believed in you first.
The CPG Sell Sheet: The One Page That Opens (or Closes) the Buyer Door
Most CPG founders treat their sell sheet like marketing collateral. Buyers see it as a business brief. Here's how to build one that earns a meeting.
The CPG Buyer Negotiation Playbook: Win More Shelf Space by Giving Retailers What They Actually Want
Most CPG founders try to win every negotiation with retail buyers. The ones who build lasting shelf space do something different — they give first.
CPG 3PL Strategy: How to Choose, Use, and Know When to Switch Your Third-Party Logistics Partner
Jeff Church on when CPG founders need a 3PL, how to evaluate one, what to watch in the contract, and how to manage performance before it becomes a crisis.
The CPG Marketing Sequencing Trap: Why Most Founders Spend Money in the Wrong Order
Most early-stage CPG founders waste capital on marketing too far from the shelf. Here's the proximity framework that turns marketing dollars into real velocity.
CPG Omnichannel Strategy: How to Win at Retail AND Online Without One Undermining the Other
Most CPG founders build retail and digital in silos. Jeff Church breaks down the channel sequence and pricing rules that let both compound.