Food Business Marketing Podcast - Strategy, Stories, and Tips to Build a Strong Brand

What does it look like to start and grow a CPG brand in real time? In this first episode in the "Expo West Conversation Compilation Series", Katie and Clint share three conversations with founders Katie connected with through the show—each at a slightly different stage with a different approach, but all working to build something that stands out. This interview series highlights Founders and CEOs who saw an issue or opportunity and decided to go for it. Their stories are still being written as they make decisions around product, positioning, marketing, distribution, growth opportunities, and more. 🎧 In this episode, you'll hear: How one founder is bringing a family recipe to life with a modern twist—and validating it through real-time feedback. The role of personal pain points in creating differentiated products. What early-stage brands are learning through sampling, demos, and direct customer interaction. How founders are using organic marketing and community-building instead of paid growth. The transition from local traction to seeking broader retail opportunities. Why past experiences can become a competitive advantage. These founders' favorite tips that were shared with them. ...and many ideas you can apply to your brand. Stay tuned for future episodes in this series. 🛒 Featured brands: 🍅 Noodo Tomato sauces made from a traditional Italian family recipe—without the skins! Plus, a modern twist using bone broth for added nutrition. With founder Liana Krasnow. 🔗 eatnoodo.com ☀️ Cove Suncare Sunscreen designed for sensitive skin, combining skincare ingredients with sun protection—without the "whitecast" look. Built from a personal need. With Founder Danvi Gill. 🔗 covesuncare.com 🌶️ Spicekick Clean, all-in-one seasoning packets designed to simplify cooking with real ingredients and bold flavor. With Founder (plus dietitian, chef, & cookbook author!) Michelle Dudash. 🔗 spicekick.com and michelledudash.com (for cookbooks, recipes & more!) ---------------------------------------------- 💡 Want to go deeper? If you're working to build a brand that stands out, join Katie's email list at: 👉 https://realfoodbrands.com Each week, you'll get: a short strategic reflection that goes beyond the podcast upcoming events or learning opportunities and a worksheet to help you take aligned action Over time, these build into your own brand strategy playbook. 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. And if you haven't already, a review goes a long way in helping more people find the podcast. We appreciate it and may give you a shoutout! Likewise, if you have any ideas to optimize the podcast, please email us directly at [email protected]. LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE Joining the email list gives you access to book single 1 hr Brand Strategy Sessions! 3) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

This conversation isn't just about being "calm"—it's about training yourself to deliver when it matters most...a true business advantage! In this episode, Katie Mleziva (Real Food Brands) & Clint Matthews (Start Right Foods) are joined by Chad McGehee, Director of Meditation Training for University of Wisconsin Athletics and co-founder of Inner Edge Meditation. Chad has worked with elite pro and college athletes, FBI SWAT teams, and Fortune 500 business leaders to help them develop the mental skills needed to perform in high-pressure environments. This conversation isn't about being zen, or calm for the sake of calm. It's about building the kind of focus, resilience, and awareness that allows you to navigate the hard moments... and be fully present for the good ones. We talk about what it looks like to treat your mind like strength and conditioning—something you train consistently so you can rely on it when it matters most. If you've ever felt reactive, overwhelmed, or like you're not showing up the way you want to in key moments, this episode will give you a new way to think about how to build that edge—intentionally and over time. We hope you will enjoy and SHARE it with a friend, colleague, athlete...anyone! Everyone can benefit from the training skills Chad shares here. In this episode, we cover: The concept of your "inner edge" and how it creates a real advantage in business Why mental performance training is as important as any type of business acumen you work to build The role of attention and awareness in high-pressure situations How to use your body as a signal (and not believe every story your mind tells) Building stronger teams (business, sports, etc. through presence, connection, and grounded confidence What it means to embody your purpose in your day-to-day work How small, consistent practices create momentum over time Shifting from a reactive to a proactive mindset & leadership A few good stories...as always! Key Takeaway: We can be proactive and train ourselves to have focus, poise, and resilience in high-pressure situations. Here's how to get started! If you enjoyed this episode, make sure you're on Katie's weekly email newsletter HERE. Subscribers receive exclusive worksheets and tools designed to help business owners apply these ideas to their own brands. LEARN MORE: --> Learn More about Chad's research, resources, retreat info, and how to hire him for a keynote or workshop InnerEdgeMeditation.com Coming Up Next Week Interviews with the brands Katie met will be coming soon. If you're one of them...she'll be reaching out with the scheduling link if she hasn't already! LET'S CONNECT! Listening is helpful, but building is better... 1) Connect with Katie Mleziva, Clint Matthews and Chad McGehee on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

Most people are talking about products...we're talking about building brands that stand out! Expo West is known for trend spotting—new ingredients, bold flavors, celebrity-backed brands, and the latest functional claims. But in this episode, Clint interviews Katie to get her hot take on the show. But instead of recapping what's "hot" with products, Katie shares what she observed walking the show floor through her unique brand strategy lens. From booth presence and meaningful conversations (two people cried to Katie during the show, and it was beautifully real!) to packaging choices and execution, Katie highlights the patterns that reveal how brands truly connect with customers—and where some are missing the mark. Along the way, she shares observations about intentional conversations, effective booth engagement, industry collaboration, and the realities of what "natural" means across a very wide spectrum of brands. If you've ever wondered what other people notice at a show like Expo West, this episode offers a behind-the-scenes perspective. In This Episode • Why meaningful conversations matter more than trying to "cover the whole show floor" • What great booth engagement looks like—and why a "smile + a sample" wins • How interactive elements can draw people in when they fit the brand • The difference between gimmicky marketing and authentic brand presence • Why strong signage balances product features with real consumer benefits • Observations about packaging choices and how products show up back in the store • What Expo West reveals about the broad spectrum of "natural" positioning • A look at industry collaboration through networks and communities • Reflections on a few trends Katie noticed • A reminder that behind every booth interaction is a real human moment Key Takeaway Expo West isn't just a showcase of new products—it's a real-time look at how brands show up, connect, and communicate their purpose. When you walk the floor with a brand strategy lens, the most valuable insights often aren't the trends themselves, but how brands bring their story to life. --> If you enjoyed this episode, make sure you're on Katie's email list. Subscribers receive exclusive worksheets and tools designed to help business owners apply these ideas to their own brands. Coming Next 1) Interviews with the brands Katie met will be coming soon. If you're one of them...she'll be reaching out with the scheduling link! 2) We have an exciting episode coming with Chad McGehee, meditation and mindfulness coach for high-performance careers and athletes. Chad is the first D1 meditation coach -- kudos to the University of Wisconsin athletics for investing in the mental game! We'll be talking about ways you can gain an inner edge (a true competitive advantage) through practice. WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. 4) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

Whether you're walking the floor or standing behind a booth, the brands that get the most out of trade shows aren't always the ones having the most conversations — they're the ones making the right conversations count. With Expo West underway, Katie and Clint share practical, strategic ways food business owners can show up prepared (not scripted), confident, and intentional in every interaction. With a bit of prep, you'll be ready to talk about any area of your business to help close a deal, make a new connection, or get people rallied behind your vision. Not to mention the "softer" skills that help progress relationships. In This Episode: How to think strategically about what you want to get out of an event The difference between memorable and meaningful conversations (story time with Clint!) Why preparation means being ready, not robotic...unless that's how you always talk...we want you to be yourself! How to talk about sales, operations, and growth needs without "airing your dirty laundry" The importance of energy, body language, and eye contact How to set clear next steps so momentum doesn't fade after the event Key Takeaway You can't always control who you'll meet unless you set up meetings ahead of time, but you can control how ready you are when opportunity presents itself. Whether you're behind a booth or at an event, a little intentional thinking can turn casual small talk into strategic momentum for your business. Coming Next Katie is at Expo West conducting rapid-fire interviews with up-and-coming brands — especially earlier-stage companies with strong brand stories, regenerative practices, farm roots, or purpose-driven missions. Stay tuned to hear from brands you may not be familiar with yet — and if that sounds like you, reach out. She'd love to connect and help spotlight the brand you're building. WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

Unexpected change is actually expected at some point, right? And with a strong strategy in place, you can lean into your leadership role to stay on course - or get on an even better course if the right opportunity presents itself. A few real-life examples from the podcast community roundtable: A cease and desist letter arrives out of the blue. An approved ingredient is suddenly out of stock. A building sale ending your lease. An opportunity that challenges you to think bigger than you planned. None of these were part of the business owner's original plan. But navigating unexpected changes is part of leading the business. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore what happens when the game shifts — and how strong leaders can respond. Borrowing from the idea of offense and defense, they discuss how strategy becomes your guide when circumstances change. Because when you know your vision, values, advantages, and the relationships you've built, you don't have to scramble to find an answer, you move forward step by step. In this episode, you'll hear: Real examples of unexpected change in food businesses...both challenges and opportunities Clint's "sudden change" football analogy — and what offense vs. defense looks like in business The difference between reacting and responding strategically Why staying focused on the core of your business helps when things feel unstable A practical way to separate what you know from what's uncertain How writing out pros/cons can bring clarity in the midst of uncertainty The role of trusted advisors and strong relationships when you need an outside perspective Why discipline and a clear foundation help you take the next right step Unexpected change doesn't mean everything is falling apart. Often, most of your foundation is still intact. The key is remembering what you do know to be true — even when there's a lot you don't know. Whether you're navigating an unexpected change now or want to save this for the future, these related episodes will help you build the leadership skills to navigate change with confidence: Ep 148 - Discipline vs Motivation (or both?!) Ep 170 - Testing & learning as a growth tool to level up Ep 171 - The power of an outside perspective The phrase "we grow through what we go through" applies to unexpected situations. Strong brands aren't built because everything always goes according to plan. They're built by leaders who know how to stay steady even when the game shifts. WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands PS--please share this episode with other food business owners...together we can shake up shopping carts and help more people get access to real food!