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!

Operations is a key part of building your brand. It's how you deliver consistently. And consistency builds trust — with consumers, retailers, distributors, and partners. In fact, Operations can become a true competitive advantage! In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) sit down with Kyle Rood, co-founder of Start Right Foods, to explore why operational discipline isn't just efficiency — it's strategy. Inside this conversation, you'll hear about: Why you should start with Operations in mind How small operational refinements can improve margins Why packaging and logistics decisions ripple further than you think The role of forecasting in protecting long-term growth How strong relationships reduce risk and create opportunity Why processes are critical to building your business How execution separates intention from impact Why these concepts are critical, whether you produce your own product or work with a co-manufacturer. This episode will shift how you think about competitive advantage. Process doesn't create perfection, but it does create consistency and efficiency! WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Kyle Rood, Clint Matthews, and Katie Mleziva on LinkedIn. 2) Join Katie's weekly newsletter HERE to get the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. You'll also get additional insights and reflections that aren't shared on the podcast. 3) Book a Brand Strategy Session. Once you're on the newsletter list, you can book a single Brand Strategy Session through the link in every Friday email. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

As your business grows and evolves, success can quietly create blind spots. Processes that once worked just fine may no longer fit the size or complexity of the business. Places where processes are missing can become hidden constraints. Decisions live in people's heads, and teams keep doing things a certain way simply because that's how they've always been done. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore why outside perspective - from the right sources - is so helpful and becomes more valuable as your business evolves. Through real-world examples from startups to multi-million dollar businesses, Katie and Clint talk about what happens when "it's just how we've always done it" becomes the norm, but it's time to revisit something(s)...from sales systems and simple operational processes to understanding your consumer more deeply. They talk about how fresh eyes can help reveal what growth can cover up, and then silently hold you back. This conversation is a reminder that leadership doesn't mean having all the answers. It means knowing when to surround yourself with a team to invite fresh perspective, challenge habits, and evolve how your business works so growth feels intentional and aligned with your vision. In this episode, you'll hear: Why growth naturally creates blind spots—even when things are going well How habits and "the way we've always done it" can limit clarity over time The value of outside perspective in sales, operations, and team communication Why processes need to be revisited as your business grows How fresh eyes can also lead to a closer consumer connection Letting go of the lone-wolf mindset as a food business leader WANT TO GO DEEPER? Join Katie's weekly newsletter HERE to get the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. You'll also get additional insights and reflections that aren't shared on the podcast. This is also the only way to get the link for single Brand Strategy Sessions! (more on why that is in the episode) Visit www.realfoodbrands.com to see how you can work with Katie & Clint to get an outside perspective on your food business, then reach out to [email protected]. RELATED EPISODES MENTIONED: 126. The Power of a Fresh Perspective to Avoid Running in Circles (Katie's funny but related story about a run and a port-a-potty :) Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Real-world examples of testing, learning, and evolving your brand as you create smart growth plans. Moving to the next level, e.g. from farmers markets into retail or expanding into a new channel, can bring up a lot of questions. Does my brand stand out when I'm not there to explain in person? What change needs to happen first? Can I afford to grow? Can I afford not to grow? What questions do I not even know that I should ask? In Episode 170, your hosts Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore how food business owners who are looking for the next level of growth - in this example, going beyond farmers' markets - can approach growth using a thoughtful, test-and-learn mindset. This conversation was sparked by a real interaction Katie had at a farmers market with a brand that's doing well locally at in-person markets and some retail locations and starting to explore what leveling up could look like. However, this strategy + test & learn mindset can apply to all stages of growth. Katie & Clint do not think every food business needs or wants to grow beyond the farmers market - or are even currently at farmers markets! But if you're feeling curious about retail or another next phase, this episode will help you think through your options with some ideas on how to approach growth with expedited cautiousness, a term Clint and his co-founder Kyle Rood coined in their business to help use data to make decisions, then move forward with full speed. Using real-world examples from marketing and sales, Katie and Clint share how brand strategy and experimentation work together to guide smarter decisions as your brand evolves. In this episode, you'll hear: Why success at farmers' markets doesn't automatically translate to retail success, just like success at one retailer does not always mean success at another. How a test-and-learn mindset supports intentional, sustainable growth Where to experiment first before making higher-stakes changes like packaging How to think about sales channels as stepping stones, not giant leaps Why progress and growth often look like — not usually a straight line up How feedback and "misses" can actually strengthen your brand over time Who this episode is for: Food business owners exploring what's next to build on current success Brands that are feeling pressure to grow but want to do it intentionally Founders who want to learn from real-world feedback instead of guessing Key takeaway: Growing beyond the farmers market (or your current distribution presence) isn't about moving faster — it's about making smarter moves, learning along the way, and letting real feedback guide your next step. RELATED EPISODES MENTIONED: 166. Profit and Margins and Cash Flow...OH MY! A Mini Masterclass in Food Business Financials WANT TO GO DEEPER? Each episode of the podcast is paired with a worksheet (emailed in the Friday newsletter) designed to help you apply what you're learning to your own business. These worksheets, along with 1:1 Brand Strategy Sessions, are available exclusively through Katie's email list, where you can save them over time and build your own brand strategy workbook—at the right pace, with the right information, at the right time. 1. 📧 Katie's Friday Newsletter: Sign up here. This is also the only way you can get access to single Brand Strategy Sessions (as of airing, this is $149 for a 60 min session…check email for current pricing). 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table – a free food & farm business owner community – to ask questions and meet other people who love producing real food as much as you do! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

As entrepreneurs many of us are quick to offer help—but far slower to ask for it. Can you relate? But offering - and asking for - help in the right way can be a sign of strong leadership. Why not ask people who have been there or have the right tools to help us unlock the next level of success we're working towards? In this episode, Katie Mleziva (Real Food Brands) and Clint Matthew's (Start Right Foods) reflect on several real-life stories that serve as important reminders for all of us: sometimes the thing slowing you down in reaching a goal isn't lack of effort, but resistance to accepting the right support. From clearing snowy driveways to several bike crash stories (and bruised egos), this conversation explores why so many entrepreneurs default to "I've got this"—and how learning to accept help can create momentum, clarity, and connection. What You'll Hear in This Episode A story that reveals how hard it can be to accept help—even when it's right in front of us Why entrepreneurs often default to fixing everything themselves How pride, instinct, or habit can quietly slow progress Why sometimes you're the helper—and sometimes you're the one who needs help How normalizing "what do you need?" can strengthen communities The role of trusted people, tools, and networks in building your business A Key Takeaway Accepting help isn't a weakness—it's a skill. When you allow others to support you (or when you step in to support someone else), you create space for better decisions, stronger relationships, and more aligned growth. Need Help or Want to Connect? If you're feeling stuck, unsure, or just need another perspective, reach out. Katie and Clint are always happy to share insights, experiences, or connections from their networks. Email [email protected] Join us in the Real Food Brands Marketing Round Table (a free Facebook Community) to exchange notes on what we all need in our businesses right now. You never know when the right connection is right there! RELATED EPISODES MENTIONED: Lessons From an Uphill Climb — from waaay back in the archives (Ep 61) but still very relevant to think that "races are won and lost on the hills" (i.e. when things get tough). WANT TO GO DEEPER? Each episode of the podcast is paired with a worksheet (emailed on Fridays) designed to help you apply what you're learning to your own business. These worksheets, along with 1:1 Brand Strategy Sessions, are available exclusively through Katie's email list, where you can save them over time and build your own brand strategy workbook—at the right pace, with the right information, at the right time. 👉 Join the email list to get the worksheet for this episode, access to single 1:1 Brand Strategy Sessions, and future resources to create your own Brand Workbook. 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. This is also the only way you can get access to single Brand Strategy Sessions (as of airing this is $149 for a 60 min session...check email for current pricing). 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table – a free food & farm business owner community – to ask questions and meet other people who love producing real food as much as you do! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Clint puts Katie in the hot seat and asks the questions many food business owners are thinking but don't want to ask. Together, they break down what brand strategy really means, why it's often misunderstood, and how it helps food business owners make clearer, more confident decisions as they grow. Clint also shares a simple but powerful real-world example that shows how positioning can change perception—and results—almost instantly. This episode is less about definitions and more about helping you understand how brand strategy works in practice, what you should expect from the process, and how to know if it's the right next step for your business. In this episode, you'll learn: What a brand strategist actually does—and why the role can look so different depending on background The difference between brand strategy, branding, and marketing How brand strategy acts as a North Star for decision-making across your business What food business owners get out of brand strategy work beyond deliverables How positioning and alignment impact everything from messaging to sales execution How to know if it's the right time to invest in brand strategy for your business Related episodes mentioned: Brand Pillars Episode Brand Positioning Episode Sales Series Spotify Playlist (5 episodes) Want to go deeper? Each episode of the podcast is paired with a worksheet designed to help you apply what you're learning to your own business. These worksheets (along with 1:1 Brand Strategy Sessions!) are available exclusively through Katie's email list, where you can save them over time and build your own brand strategy workbook—at the right pace, with the right information, at the right time. 👉 Join the email list to get the worksheet for this episode and future tools 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table – a free food & farm business owner community – to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands.