CPG Week Podcast

On this week’s show, NOSH editor Carol Ortenberg and reporter Adrianne DeLuca run down NOSH Live Winter 2022, highlighting key themes and trends threaded through the discussions with industry experts. Later, we hear Carol’s NOSH Live discussion with Holly Adrien, Natural and Organic Innovation and Strategy Manager at Kroger, to learn how emerging natural product brands can strategize for success when pitching the grocery giant. Show Highlights: 01:28: The NOSH team breaks down discussions from the conference including the various approaches to brand building and community, the shifting demands of natural and organic shoppers, and what categories are seeing a spike in better-for-you innovation. 19:30: Adrien kicks off the discussion with a look into how grocery buyers work to understand consumers at every level, when they harness both internal and external data for new in-store activations, and how they view the space for natural, organic and sustainable food. 28:08: Be realistic about distribution and have a plan to drive consumers into the store. Those aspects are key for a founder to differentiate its brand from everyone else on the shelf, according to Adrien. She said that strategy starts with how it pitches the brand to buyers, “I’ve been having a lot more conversations with [brands saying] – ‘we don’t have to go everywhere.’ It is important to have someone that is that honest with themselves [and willing] to start small.” – Holly Adrien

On this week’s show, NOSH editor Carol Ortenberg, BevNET Editor-in-Chief Jeff Klineman and reporter Adrianne DeLuca discuss the latest news surrounding the Kroger/Albertsons merger, explain the challenges Instacart keeps having with going public and dive deep into some sea-faring food trends. Reporter Lukas Southard then sits down with Food and Beverage Investor Database (FABID) founder, Ryan Williams, to discuss the current investment climate and what brands should focus on before and after raising capital. Show Highlights: 01:16: The NOSH team talks about this week’s top stories including the Senate Judiciary Committee’s thoughts on the Kroger/Albertsons merger and the broader implications of a recent funding round for tinned seafood brand Scout as well as highlighting upcoming trends in other sea-based food segments. 22:45: Why Ryan believes brands need to be extremely strategic with their first move after raising capital and how those actions will likely impact the company’s ability to raise funds with each subsequent raise. 28:36: What categories Ryan believes still have room for innovation, and why he believes operating with some intellectual property or in a category with greater barriers to entry will benefit a brand when approaching investors.