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 CPG Annual Operating Plan: Build Your Year Before It Builds You
How to create a CPG annual operating plan that drives real results — with the numbers, frameworks, and sequencing every founder needs to plan smarter.
CPG Sampling Strategy: How to Get Your Product Into the Right Hands (Without Burning the Budget)
Sampling is the most misused tool in CPG marketing. Here's the framework Jeff Church uses to turn trial into loyalty — and when not to sample at all.
The Personal Guarantee Trap: The Contract Clause That Can Follow a CPG Founder Home
Most CPG founders sign personal guarantees without understanding the risk. Jeff Church has skirted them for 40 years. Here's how he did it — and when you can't.
How to Run a CPG Fundraise in 90 Days: The 8-Step Process That's Worked Across 44 Rounds
Jeff Church shares the exact 8-step fundraising process he's used across 44 rounds and $212M raised — how to run a disciplined raise without losing momentum.
The One Call No CPG Founder Is Ready For
A product recall can end your brand if you're unprepared. Jeff Church shares the operational systems every CPG founder needs before a crisis hits.
CPG Brand Storytelling: Why Your Story Is Your Biggest Competitive Advantage
Jeff Church on how to craft a CPG brand story that wins retail buyers, moves investors, and builds consumer loyalty that marketing dollars alone can't buy.
CPG Company Culture: Why It Compounds Like Capital (and How to Build It Before You Need It)
Culture compounds quietly — but its returns become real money. Jeff Church on building CPG company culture that survives the scaling phase.
Why Good Beats Perfect in CPG: The Speed-to-Market Playbook
The CPG brands that win aren't the ones with the perfect product. They're the ones who move from concept to shelf faster than the competition.
CPG Price-Pack Architecture: Why Your Pack Size Is Your Most Powerful Strategy Tool
Most CPG founders treat pack size as a packaging decision. It's not. It's a strategy decision that determines your channel access, gross margin, and long-term survival.