CPG Insiders

Hosted by Mark Young, Justin Girouard

Business

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Episodes

128

Latest episode

Sep 2026

Language

EN-US

About the show

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns. They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

Listen to episodes

60 recent

October 28, 2026

Stop Guessing. Start Growing With Data and AI

Your CPG brand is collecting more data than ever. But are you using the right information to actually grow your business? In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard welcome Tim Shea, Founder & CEO of Latticework Insights , to reveal why so many CPG and DTC brands are sitting on untapped growth opportunities hidden inside their own data. With 25 years of experience in data science and retail, Tim explains what separates good brands from elite brands, why tracking the wrong KPIs can derail your strategy, and how AI is making advanced analytics faster and more accessible than ever. One of the biggest opportunities? Customer retention. Tim shares a real-world example of how identifying one overlooked customer behavior revealed a potential $500,000 revenue opportunity. In this episode, you'll discover: Why collecting more data doesn't necessarily lead to better decisions The biggest mistakes CPG brands make when measuring performance How siloed teams and conflicting KPIs prevent growth Why customer lifetime value (LTV) and acquisition costs (CAC) matter How AI can uncover opportunities traditional reporting misses The SMART framework for evaluating customer behavior Why identifying one high-leverage metric can transform a brand's strategy How smaller and emerging CPG brands can start using AI and analytics today You don't need more dashboards. You need better insights, clearer priorities, and a team that's aligned around what drives growth. About our guest: Meet Our Guest: Tim Shea Tim Shea is the Founder & CEO of Latticework Insights, a data science agency helping retail, CPG, and DTC brands turn complex data into actionable business intelligence. With 25 years of experience spanning retail, consumer products, apparel, luxury, and technology, Tim works with brands to improve customer retention, understand profitability, identify growth opportunities, and build stronger data-driven organizations. Learn more about Tim and Latticework Insights at https://www.latticeworkinsights.com/ Episode chapters: 00:00 – The AI revolution and what it means for business 04:25 – Meet Tim Shea, Founder & CEO of Latticework Insights 07:51 – Why data and team alignment matter 11:29 – The hidden costs of fragmented data 14:01 – What separates good brands from elite brands 19:59 – The customer retention opportunity brands overlook 23:22 – How AI is accelerating business analytics 28:36 – Should businesses be afraid of AI? 33:11 – What your P&L isn't telling you 37:24 – How smaller CPG brands can get started 40:04 – Working with Latticework Insights 44:31 – Tim's practical advice for getting started with AI Subscribe to CPG Insiders for more conversations on brand growth, CPG marketing, retail strategy, consumer behavior, and scaling your business. #CPGInsiders #CPGMarketing #CPGBrands #DataAnalytics #ArtificialIntelligence #BrandGrowth #CustomerRetention #DTCBrands #ConsumerPackagedGoods #BusinessGrowth

September 24, 202633 min

The New Consumer Economy: Where CPG Brands Can Still Win

Consumers are feeling more pressure—but that doesn’t mean they’ve stopped spending. In this episode of CPG Insiders, Mark Young and Justin Girouard sit down with Baringa’s Caspian Conran and Maureen Bossi to break down the state of the U.S. consumer, where spending is shifting, and what CPG brands should be watching next. One of the biggest takeaways: consumers are becoming more selective about where they spend, but they’re still willing to pay a premium when the product delivers real value. The conversation covers: • Why aggregate consumer data can hide major differences between income groups • How premium brands can protect their positioning in a softer economy • Why cutting marketing during a downturn can cost you market—and mind—share • How gas prices and other economic indicators can signal changes in buying behavior • Why consumers may delay big-ticket purchases while still indulging in smaller premium experiences • How AI could reshape both the consumer journey and the broader economy For CPG leaders, the message is clear: understand exactly who your customer is, stay visible, and make sure the value of your offer continues to exceed the price you’re asking. To learn more about Baringa and what they can do for you, please visit https://www.baringa.com/en/

September 2, 202618 min

Private Label Has Changed. Is Your Brand Ready?

Private label has changed. Store brands used to wait for successful products, create a cheaper alternative, and sit next to them on the shelf. Now? Retailers are building brands of their own—and in some cases, they may not need your brand on the shelf at all. For CPG companies, getting retail distribution isn’t enough. You need to build a brand consumers actively demand. Because if shoppers don’t care which brand they buy, the retailer has every reason to choose its own.

August 12, 202641 min

How to Scale Your CPG Brand Without Bleeding Cash

Getting a massive retail PO can feel like the breakthrough your CPG brand has been waiting for. But what if saying “yes” actually puts you out of business? In this episode of CPG Insiders, Dr. Mark Young and Justin are joined by CPA and fractional CFO Scotty Palmer to break down one of the biggest challenges facing growing consumer brands: managing cash while scaling. Scotty shares real-world examples of brands that looked profitable on paper but were nearly out of cash, companies trapped by expensive receivables factoring, and founders who landed major retail opportunities only to discover they couldn’t afford to fulfill them. They also unpack why your best-selling SKU isn’t necessarily your most profitable, how rapid retail expansion can create a cash-flow crisis, and why looking backward at financial statements isn’t enough when your business is growing forward. In this episode: The difference between profitability and cash flow Why a big retail PO can actually hurt your business The hidden cost of receivables factoring How to model cash needs before entering more stores Why more SKUs don’t always mean more profit How to identify your most profitable products and channels The difference between a bookkeeper, controller, and CFO Why growing brands need a forward-looking financial strategy If you’re building a CPG brand and preparing to scale into brick-and-mortar retail, this episode will help you understand the numbers behind sustainable growth. Learn more about CPG Insiders: https://cpginsiders.com/ Connect with Scotty Palmer / Take the financial quiz: https://palmersadvisers.com/cash Get your copy of The 27 Unbreakable Rules: https://a.co/d/0bUR3OHe Subscribe for more conversations about building, scaling, and growing successful consumer brands.

July 29, 20261 hr 11 min

The Best Time to Sell Your Business Is Earlier Than You Think

When is the right time to sell your CPG brand? In this episode of CPG Insiders, Mark Young and Justin Girouard break down one of the biggest—and most emotional—decisions every entrepreneur faces: when to exit. They explain why the best time to prepare for a sale is years before you plan to sell, how buyers actually value brands, and what separates a $50M exit from a $500M+ exit. You'll learn why buyers aren't purchasing your history—they're buying your future. In this episode: Why founders should start preparing for an exit 3 years in advance The biggest mistakes entrepreneurs make before selling How strategic buyers value growth differently than private equity Why momentum matters more than current revenue The 10 signs your company may be ready for an acquisition The exit readiness scorecard every founder should use Real acquisition examples including Rao's, RXBAR, Kind, Native, Cremo, - Primal Kitchen, and more How to build a company that can thrive without the founder One of the biggest takeaways: "The right price to sell your company is when someone offers you more than you'd pay for it yourself." Whether you're planning to sell next year or ten years from now, this conversation will change how you think about building enterprise value.

July 1, 202643 min

The Hidden Funding Problem Keeping CPG Brands Out of Retail

Landing a purchase order from Walmart, Target, Walgreens, or another national retailer can transform your business overnight. But it also creates one of the biggest challenges CPG brands face: financing inventory before you get paid. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard sit down with Rohit Mathur, Co-Founder & CEO of Bridge, to discuss how modern purchase order financing is helping emerging brands scale into retail faster. You'll learn: Why retail expansion creates massive working capital challenges How purchase order financing works The right time to secure financing before retail expansion Common financing mistakes that can cripple growing brands Why merchant cash advances can become a dangerous trap How AI is making funding decisions faster and more accessible What lenders actually look for when evaluating CPG brands Why Walmart suppliers need to prepare long before the first purchase order arrives Whether you're selling on Amazon today or preparing to enter Walmart, Target, Walgreens, Kroger, or other major retailers, this conversation offers practical guidance on funding growth without sacrificing your business. Connect with Bridge www.bridgemarketplace.com Learn More www.jandhlabs.com If you found this episode valuable, subscribe for more conversations with the leaders helping CPG brands grow, and leave a comment with your biggest challenge when scaling into retail.

June 17, 202646 min

From Compliance to Growth: AI's New Role in CPG

AI isn't coming—it's already here, and it's transforming how CPG brands launch products, manage compliance, and compete with industry giants. In this episode of CPG Insiders, Mark Young and Justin Girouard speak with Ronnie Coleman, founder of puntt.ai . Their chat talks about how AI is helping brands automate packaging reviews, regulatory checks, content approvals, and global compliance processes. They discuss: Why AI is leveling the playing field for challenger brands How entrepreneurs can move faster than large corporations The future of legal, regulatory, and compliance reviews Why AI won't replace people—but will change how they work How AI can help brands avoid costly packaging and marketing mistakes The importance of becoming an AI-native company If you're building a consumer brand, this conversation offers a practical look at how AI can reduce friction, speed up execution, and create competitive advantage.

June 3, 202642 min

AI Is Changing Everything - These Are the Books to Read Next

The future belongs to the curious. In this episode of CPG Insiders, Mark Young and Justin Girouard discuss why mindset, imagination, and continuous learning are becoming the most valuable skills in the age of AI. They also share the books that have had the greatest impact on their thinking around entrepreneurship, growth, leadership, influence, communication, and innovation. Topics include: The 10-80-10 AI framework Why 10X thinking changes decision-making Who Not How and scaling through people The psychology of influence and persuasion Entrepreneurial operating systems and business growth Negotiation lessons from FBI hostage negotiator Chris Voss The future of AI, technology, and human potential Plus, a complete reading list featuring books from Benjamin Hardy, Dan Sullivan, Byron Sharp, Robert Cialdini, Angus Fletcher, Peter Diamandis, Chris Voss, and more. Featured books include: The 27 Unbreakable Rules HYPNO-TI$ING The Science of Scaling 10X Is Easier Than 2X Who Not How The Gap and the Gain Traction The Greater Game How Brands Grow Influence Pre-Suasion Primal Intelligence Never Split the Difference We Are As Gods

May 20, 202639 min

The New Rules of CPG Packaging

What separates brands that scale at retail from brands that struggle to stay on shelf? In this episode of CPG Insiders, Mark Young and Justin Girouard sit down with Scott Fuselier and Matt Jones from BCI (Buckeye Corrugated ) to break down the real role packaging plays in retail growth, operational efficiency, sustainability, and customer experience. The conversation goes far beyond “just boxes.” They unpack how leading brands use retail displays, power wings, pallet programs, fulfillment solutions, and sustainable packaging strategies to win with retailers like Walmart, Costco, Sam’s Club, Kroger, and more. You’ll also hear: Why packaging is a brand introduction — not just a container How packaging impacts retail sell-through and damage rates What brands need to know about EPR and sustainability regulations The operational mistakes that cost brands money at retail How turnkey fulfillment and display programs work Why “plug-and-play” retail execution matters The future of sustainable corrugated packaging How brands can reduce freight costs and improve efficiency If you’re a CPG founder, brand operator, retail leader, or packaging decision-maker, this episode is packed with practical insight. Key Takeaways Retail packaging directly impacts sales, retailer relationships, and returns Sustainability is becoming a retail requirement — not a nice-to-have Damage reduction can dramatically improve profitability Smart packaging strategy creates operational and retail advantages Great displays help brands win more floor space and visibility

April 28, 20261 hr 5 min

CPG Retail Fundamentals Every Founder Needs w/ the hosts of "Road2Retail"

Breaking into retail isn’t just hard—it’s brutally unforgiving. With only a fraction of new CPG products surviving beyond two years, what separates the winners from the rest? In this episode, Mark Young and Justin Girouard sit down with Bruce Montgomery and Tracey Priest of Road2Retail to unpack what it really takes to succeed in brick-and-mortar. They go beyond the usual advice and get into the operational realities most founders overlook—from pricing strategy and margin math to supply chain readiness, retail expectations, and the hidden costs of failure. If you’re an emerging brand aiming for retail shelves, this conversation is a must-listen.

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