CPG Insiders

Hosted by Mark Young, Justin Girouard

Business

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Episodes

126

Latest episode

Aug 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

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.

April 8, 20261 hr 2 min

The 3 Plans Every Founder Needs Before Selling

Most entrepreneurs build their business for freedom—but end up creating a prison they can't leave. In this episode of CPG Insiders, Dr. Mark Young and Justin Girouard sit down with Greg Heeres, author of Passing the Baton, to unpack one of the most overlooked—and emotionally complex—parts of entrepreneurship: what happens when you step away. Whether you plan to sell, pass the business down, or simply step back, Greg explains why succession is not a financial decision—it's an emotional one. From identity loss and leadership dependency to family dynamics and post-exit regret, this conversation reveals the hidden challenges most founders never prepare for. You'll learn why every entrepreneur needs not one—but three plans: a short-term contingency plan, a long-term exit strategy, and a personal "next chapter" plan that replaces purpose after the business is gone. The episode also explores: Why most businesses are dangerously dependent on the founder The four "unpredictable events" that can force an unplanned exit Why selling your company can strain (or even break) relationships How to prepare your team—and your family—for what comes next The biggest mistake founders make after a liquidity event If you're building a business to eventually exit, this episode will challenge how you think about success—and what comes after it. Because the real question isn't "How do I sell my company?" It's "Who am I when I no longer run it?"

March 24, 202655 min

From Startup to Scale: The Rules That Actually Matter

In this special episode of CPG Insiders, the tables are turned as Justin Girouard takes the interviewer seat to ask Dr. Mark Young about his highly anticipated new book, The 27 Unbreakable Rules: Build a $100 Million+ Brick-and-Mortar CPG Brand. Mark breaks down the brutal reality of the CPG industry, where 95% of the 30,000 products launched every year fail, and explains exactly how to beat those odds. The conversation dives deep into the necessity of true belief in your product, the danger of launching a "Me Too" item, and why simply getting placed on a Walmart shelf isn't the finish line—it's just the beginning. Mark also shares incredible stories from his 30 years of experience, including taking a massive financial risk to launch a motorized fishing lure on QVC with Chuck Woolery. Whether you are just starting out or looking to scale, this episode outlines the literal laws of physics for surviving and thriving in brick-and-mortar retail.

March 18, 202652 min

27 Rules That Change How You Build a CPG Brand

A lot of founders believe scaling a CPG brand is about working harder, running more ads, or grinding through incremental growth. But what if the real path to scale is completely different? In this episode, Mark and Justin sit down with Keith and Ryan DiGregorio—founders building a breakthrough cleaning product—to talk about what happened when they got an early look at the new book "27 Unbreakable Rules." What started as a curiosity quickly turned into a blueprint for how CPG brands actually grow. From discovering that 80% of purchases still happen in retail, to rethinking pricing strategy, positioning, and category creation, this conversation unpacks several myths that hold founders back. They also share the mindset shifts required to build a brand that can scale—and eventually be acquired. Key Takeaways: Why most founders misunderstand the path from e-Commerce to retail The surprising reason retailers prefer higher priced products How to position your product to create its own category Why scalable brands must be able to run without the founder The key questions every CPG founder must answer honestly If you're building a consumer brand and want to grow beyond the ceiling of digital, this conversation offers a practical look at what it actually takes to scale.