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

Before you ever pitch your food brand and products, preparation is what will set you apart. Learn how to prep with purpose so you can approach the right buyers for your business with a clear and compelling message they can't help but want to learn more about! In Part 2 of our 4Ps Sales Process series (episode 3 of 5 in this series), Clint and I I talk about how to prep with purpose—because success in sales goes beyond luck. Preparation builds a strong storyline, and also builds your confidence. In this episode, we cover how to: Sharpen your story – Know what makes your brand different and communicate it clearly and concisely. Back it up with data – Whether it's SPINS reports, subcategory trends, or farmers market feedback, use what you have to support your story. Design a brand-aligned presentation – Create a clear, consistent deck that highlights your brand and products in a way that highlights what matters most to buyers. When preparation meets opportunity, that's when the "luck" starts to happen! WHAT TO DO NEXT 1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business. 2. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 3. 📞 If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together. OTHER LINKS: Ep 102: Are You Inviting People into a Brand Story or Sharing Brand History? --> Spotify playlist for this 4Ps Sales Process Series Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

We're continuing our 4Ps Sales Process, a four-part framework we (Katie Mleziva – Real Food Brands & Clint Matthews -Start Right Foods) created to help food business owners build a sales process that actually works. You can listen to the intro and overview of the process in Ep 153 (linked below). If you caught the intro episode, you know these 4 Ps of Sales — PLAN, PREP, PITCH, and PERSIST — walk you step-by-step from strategy to execution. Each "P" builds on the last to help you move from reactive selling to a repeatable, brand-aligned system that drives results based on how you want to build your brand. In this episode, we are diving into PLAN — how to find and focus on the right buyers for your food business. We talk about: Why a clear understanding of both your ideal consumers and buyers will drive smarter sales planning How to start building your list of buyers (without feeling overwhelmed) The importance of focusing your time and energy on the right sales channels Practical ways to research, connect, and start conversations that lead to opportunity Whether you're new to sales or refining your process, this episode gives you a strong foundation — so you can stop guessing and start growing with clarity and confidence. 🎧 Listen now to start planning your sales process using a proven system — and stay tuned for next episode Part 2 –PREP: How to Prepare for Buyer Conversations 🎙️Past Episodes Mentioned Ep 8: How to Define Your Ideal Audience Using Personas Ep 56: Meeting Consumer Needs – What Are You REALLY Selling? Ep 65 [Brand Strategy Series] Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer Ep 153: Struggle With Sales? Use This to Create a Process You Love Other Links --> Spotify playlist for this 4Ps Sales Process Series Want More? 1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table – a free food business owner community – to share your own lessons and what you need next in your business. 2. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 3. 📞 If you're ready to talk about building a clear, cohesive brand or creating a sales process that fits your personality and business, you can Request an Intro Call with Katie or Clint to discuss ways we can support your brand and sales progress. OTHER LINKS: Clint's LinkedIn – let him know you listened when you connect! –> Stay tuned for another Spotify playlist coming soon with our Sales episodes. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Shift your mindset, own your process, and make sales conversations feel natural. If the thought of selling makes you tense up, this episode is for you. Your hosts, Katie Mleziva of Real Food Brands and Clint Matthews of Start Right Foods, kick off a new mini-series on food business sales with a critical mindset shift that can turn selling from stressful to strategic. Then Clint shares the 4-P Framework he's used successfully: Plan, Prep, Pitch, and Persist — and Katie explains how weaving brand strategy into each phase helps you connect authentically, stay aligned with your purpose, and ultimately close more of the right accounts. You'll learn: The mindset shift that transforms sales from pressure to partnership How to organize your outreach using the 4-P Framework Why brand strategy gives your sales process staying power Practical tips to prepare for buyer meetings and follow-ups Tune in to reframe how you think about sales — and walk away with a repeatable process you can actually enjoy! Listen to the full series: --> Spotify playlist for this 4Ps Sales Process Series WHAT NEXT? 1. 💬 Join the Conversation! Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business. 2. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 3. 📞 If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together. OTHER LINKS: Clint's LinkedIn - let him know you listened when you connect! --> Stay tuned for another Spotify playlist coming soon with our Sales episodes. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Every entrepreneur learns lessons along the way, but you don't have to learn them all the hard way. In this episode, Katie Mleziva (Food Brand Strategist at Real Food Brands) and Clint Matthews (Co-founder of Start Right Foods) share some of the most important "life lessons" they've picked up from being in the food business over the years — but these learnings apply beyond food brands and can help everyone avoid common pitfalls. Here's what you'll hear: Why growth at all costs can backfire The power of iterating — with products, messaging, and more Why it's important to focus on the channels and customers where there's truly the most demand first How tuning out the noise of having too many experts on too many topics in your ear at the same time can help you make more confident decisions These lessons were Clint & Katie's lessons learned the hard way, but you can use them to your benefit! WHAT NEXT? 1. Tune in to hear the full conversation and then join us in the Real Food Brands Marketing Round Table - a free food business owner community - to share your own lessons and what you need next in your business. 2. Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 3. If you're ready to talk about building a clear, cohesive brand, you can Request an Intro Call to discuss ways we can work together. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Once you've built a strong brand foundation for your food business, what's next? There's always room to learn, optimize, and grow! In this episode of the Food Business Marketing Podcast, Katie explores how to take your brand strategy to the next level by moving from brand foundations to brand management as the key to intentional growth. Here's what you'll learn in this episode: How to sharpen your consumer insights and revisit your competitive landscape. Why aligning your brand strategy across sales, marketing, operations, and team culture matters so much. How each SKU in your portfolio can strengthen, not distract from, your brand. What it means to adopt a "brand management mindset" — and why it sets you apart as you grow. This is about building on the foundations and brand equity you've already created. We're refining, aligning, and managing your brand so it continues to guide every decision and help you scale with clarity and confidence. 📥 Don't forget: Katie's Friday newsletter includes a Weekly Worksheet to help you apply these ideas directly to your business — plus this week's Level Two Playlist of related episodes. Sign up here. 🔗 OTHER LINKS & RESOURCES 🔗 145. The Comparison Trap: How to Stop Comparing and Start Building Your Food Brand 141. Bridging Brand Strategy and Sales: Don't Just Sell More, Sell Smarter ✓ FREE Brand Review Guide download – realfoodbrands.com ✓ Request an Intro Call to discuss how we can work together ✓ Real Food Brands Marketing Roundtable (FREE Community to continue the conversation) ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Brand strategy isn't just for big brands with big budgets — it's how smaller, purpose-driven food businesses can actually compete and stand out. In this 150th episode of the Food Business Marketing Podcast, Katie shares a simple, approachable way to get started with brand strategy so it feels doable, not daunting. You'll hear how her DEFINE–ALIGN–ACTIVATE framework works, why clarity, confidence, and consistency matter, and the three starting-line questions that help you lay a strong foundation. Whether you're brand new to the podcast or have been listening for a while, this episode will help you: Understand Katie's big-picture framework of brand strategy and how it applies to food businesses of all sizes. Pinpoint the three starting steps of her process that make everything else in your business more effective. See how brand strategy moves you from selling great products to building a strong brand that people recognize and remember. Celebrate the momentum of 150 episodes with two free resources to help you put today's ideas into action. 🎁 Ep 150 Resources: A new Weekly Worksheet with the reflection questions from today's episode to help you start your strategy. SIGN UP HERE for your Friday newsletter. A "Start Here" guide to Katie's Top 5 podcast episodes for food business owners (note: list will first be shared in Friday's newsletter, then this link will be updated). 🔗 OTHER LINKS & RESOURCES 🔗 ✓ FREE Brand Review Guide download – realfoodbrands.com ✓ Request an Intro Call to discuss how we can work together ✓ Real Food Brands Marketing Roundtable (FREE Community to continue the conversation) ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Finding the right vendors, agencies, and strategic service providers can be a game-changer for your food business as you grow. In Ep 149 of the Food Business Marketing Podcast, Katie and Clint share some points to consider when evaluating potential partners so you can avoid wasting time and money—and instead work with people who truly support your vision and business goals. You'll learn: ✔️ Key criteria to consider when selecting strategic partners like vendors, agencies, brokers, and more. ✔️ How your brand strategy works as a filter for finding the right fit ✔️ Red flags to watch out for before you sign a contract ✔️ Practical tips to start small, test alignment, and build long-term relationships The right partners should feel like an extension of your team, versus you pulling them along to keep up with you. Tune in to hear the quick tips we have for you today! 🔗 LINKS & RESOURCES 🔗 ✓ Subscribe to my weekly newsletter to get weekly worksheets to turn your ideas into action (scroll down and sign up for the Brand Review Guide). ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Request an Intro Call to discuss how we can work together ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Say hi on Instagram: @realfoodbrands ✓ Start Right Foods - the brand Clint co-founded with his business partner Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Motivation feels exciting. It's the spark that gets you moving, whether that's launching a new product, pursuing a dream retailer, or setting up at a big show. But if you've ever felt your motivation fade, you know it isn't enough on its own. That's where discipline comes in. Discipline is the steady commitment to your food brand's vision and purpose that helps you stay consistent, even when the spark of motivation wears off. And as we've talked about in past episodes, consistency is what builds trust with your stakeholders like buyers, suppliers, influencers, investors, and importantly...your team! In Episode 148 of the Food Business Marketing Podcast, food brand strategist Katie Mleziva and food business owner Clint Matthews unpack the difference between motivation and discipline and discuss why BOTH are essential for food brand growth. You'll hear real-life examples and stories that highlight how motivation sparks energy while discipline sustains momentum — especially when the challenges of entrepreneurship set in. What you'll learn in this episode: Why motivation is important, but fleeting — and why relying on motivation can be risky. The role of discipline in creating trust and consistency with your customers How to root your discipline in your brand vision and purpose so you don't get knocked off track Why combining motivation + discipline is the secret to sustainable food brand growth Katie also shares how her Define–Align–Activate process helps food business owners take all that motivation and channel it into disciplined, aligned action. That's the mindset shift that turns ideas into impact and fuels sustainable growth for your food brand. 🎧 Listen now to discover the mindset shift that will fuel your brand for the long haul — and help you shake up shopping carts! 🔗 LINKS & RESOURCES 🔗 ✓ Subscribe to my weekly newsletter to get weekly worksheets to turn your ideas into action (scroll down and sign up for the Brand Review Guide). ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Request an Intro Call to discuss how we can work together ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Say hi on Instagram: @realfoodbrands ✓ Start Right Foods - the brand Clint co-founded with his business partner Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Legacy isn't just about how long you or your brand have been around — it's about the values you stand for and the consistency you bring to life through your brand. In this episode, Katie Mleziva - your food brand strategist - shares five ways you can start building a legacy brand that goes beyond products to create positive impact and true staying power. What you'll hear in this episode: Why legacy brands are built on values, not just products How to use your purpose, vision, and values as your North Star Why knowing the fans of your brand deeply helps you stay relevant - even across generations The importance of standing for something bigger than your product How consistency builds trust without becoming stale Why bold moves aligned with your purpose build lasting impact A few thoughts on the recent Cracker Barrel rebrand 🔔 Don't forget to get on the email list for Friday emails that include short, fun worksheets to help you bring your ideas to life! If you want to make a positive impact and leave a legacy with the brand you're building, you don't want to miss this conversation. 🔗 LINKS & RESOURCES 🔗 ✓ Ep 145: When Opportunity Knocks, Will You React or Respond ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Work with me: 1:1 Brand Review Workshop or Brand Success System ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

What does it take to build a food brand that leaves a lasting impact? Whether you're just starting out or decades in, your legacy isn't just about how long your brand survives — it's about the people you impact along the way. In this episode, Food Brand Strategist Katie Mleziva and co-host Clint Matthews, co-founder of Start Right Foods, are joined by Matt Keepman of Mullins Dairy Bar, a nearly 100-year-old iconic ice cream brand based in Wisconsin. Together, they explore what it means to be caretakers of a legacy brand, how to make bold decisions that align with your values, and why lasting impact comes from both protecting tradition and shaking things up with bold decisions when something is out of alignment. What you'll hear in this episode: Why legacy is about impact, not just longevity When Mullen's removed artificial dyes — and what happened next The role of community in keeping a legacy brand alive How being bold can help you build a brand that lasts How to balance honoring the past with innovating for the future ...and just for fun, Matt's expert tip on how to get rid of an ice cream headache (or, Mullen's dairy-free sorbet in this example)! 🔔 Don't forget to get on the email list for Friday emails that include short, fun worksheets to help you bring your ideas to life! If you want to make a positive impact and leave a legacy with the brand you're building, you don't want to miss this conversation. 🔗 LINKS & RESOURCES 🔗 ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Work with me: 1:1 Brand Review Workshop or Brand Success System ✓ Say hi on Instagram: @realfoodbrands ✓ Mullen's Dairy Bar website ✓ Start Right Foods website Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Comparison can spark ideas… or it can derail your focus. In this episode, I share how to avoid unhealthy comparison while still keeping an eye on your competitive set. You'll learn how to filter competitor insights through your brand strategy so you can position your brand clearly, have stronger stakeholder conversations, and grow in YOUR lane, not somebody else's. What You'll Hear in This Episode: The pitfalls of constant comparison — including brand confusion Why a healthy level of competitive awareness will strengthen your positioning A real-world examples How to use your brand strategy as a filter for responding to competitor moves. 🎧 Listen to Episode 145 now and feel more grounded as a brand leader. Don't miss the homework dropping in my Friday email priorities -- the right opportunities! at the right time. Join my email list at RealFoodBrands.com 🔗 LINKS & RESOURCES 🔗 ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Work with me: 1:1 Brand Review Workshop or Brand Success System ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

As a food business owner, you're constantly making decisions—some big, some small, but all important. And when a new opportunity lands in your lap, it can be tempting to jump in without thinking it through. But that's where brand strategy becomes your superpower and a way to set your brand apart in a consistent, meaningful way. In this episode, I explore: The difference between reacting and responding (and why it matters) when opportunities arise. A story from a business valuation client about being able to respond versus react. Why brand strategy helps you filter decisions with intention What to ask yourself when opportunity knocks How this topic connects with Episode 143 on organizing your own ideas Whether you're being pitched a sales deal, a partnership, or even a chance to sell your business, this episode will help you lead with purpose—not panic. 🎧 Listen to Episode 144 now and feel more grounded as a brand leader. Don't miss the homework dropping in my Friday email priorities the right opportunities! Join my email list at RealFoodBrands.com 🔗 LINKS & RESOURCES 🔗 ✓ Ep 143: Sales Tips for Food Brands – Reach Out, Stand Out, & Follow Through ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Work with me: 1:1 Brand Review Workshop or Brand Success System ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Do you ever feel like your brain is overflowing with ideas—but you're not sure what to focus on or how to make progress? This episode is for you if you're full of inspiration, but also full of tabs open in your brain, and each has ten ideas! You'll hear why getting your ideas out of your head and into a documented plan leads to more clarity, alignment, and confidence as well as: Your natural relationship with ideas - do you shine when generating ideas, planning around ideas, or executing on someone else's ideas? How to use brand strategy as a tool to filter and focus A simple analogy (cleaning out a closet!) that will shift how you think about your business What changes when you finally document your brand strategy The emotional and practical benefits of getting aligned—from writing faster to feeling lighter You'll walk away with a new way to think about how to make your brand strategy work for you so you can put your ideas to work as well. Don't miss the homework in Friday's email because it will help you organize your brand and marketing related ideas! Join my email list at RealFoodBrands.com 🔗 LINKS & RESOURCES 🔗 ✓ FREE Brand Review Guide – realfoodbrands.com ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episode questions or ideas) ✓ Work with me: 1:1 Brand Review Workshop or Brand Success System ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

In Episode 142 of the Food Business Marketing Podcast, we (Katie Mleziva & Clint Matthews) dig into what it means to activate your sales plan—and take action. We cover everything from buyer outreach to building relationships and preparing for buyer meetings. What you'll hear: Why your first step should be checking in on current accounts Where and how to find the right buyer contacts How to make your first outreach stand out What buyers are looking for in a pitch How to keep presentations short and effective The role your personality and persistence play in building trust While our focus is retail for this conversation, these concepts also apply to foodservice or any alternative channel. This conversation is a great reminder that progress starts with simple, intentional steps. If you're ready to sell with more focus, take a listen! 🔗 Links & Resources: ✓ Ep 141. Bridging Brand Strategy and Sales: Don't Just Sell More, Sell Smarter ✓ Ep 142: Brand Personality: Stay on Brand & Stand Out ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episodes) ✓ Work with me: 1:1 Brand Review Workshop or Brand Success System ✓ FREE Brand Review Guide – realfoodbrands.com (the form is on my home page) ✓ Learn more about how we can work together: realfoodbrands.com ✓ Say hi on Instagram: @realfoodbrands Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Today Clint and I are discussing how to bridge the gap between brand strategy and sales execution. From prioritizing accounts to pitching to retail buyers, we break down how a strong brand foundation supports smarter sales decisions—and prevents wasted time and money. What You'll Hear: Why sales can feel too overcomplicated—and ideas of how to adjust How Clint and his co-founder shifted from "grow fast" to "grow focused" How pieces of your brand strategy impact your pitch The role of packaging, pricing, and positioning in a sales conversation Why alignment across all of your brand touchpoints is non-negotiable A sneak peek at next episode's look into sales planning If you're ready to sell with more focus, this episode is for you. 🔗 Links & Resources: ✓ Ep 138: Scale Up or Step Away: What's Next for Your Food Business? - with Jordan Buckner of Foodbevy ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episodes) ✓ Brand Review Workshop ✓ Brand Success System ✓ FREE Brand Review Guide - realfoodbrands.com (the form is on my home page) ✓ Learn more about how we can work together: realfoodbrands.com ✓ Say hi on Instagram: @realfoodbrands Thanks for listening - let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

If your brand could talk… what would it say? And more importantly, would your ideal people feel connected—or confused? In this solo episode, I explore why brand personality helps you show up consistently, create meaningful connections, and stand out in a crowded market. In fact, it's one of the KEY bridges between your internal strategy and how your brand shows up in the world. You'll learn: Why brand personality can help you not only connect but also intrigue the right people My perspective - and watch out - on using the brand archetypes wheel A fun and useful exercise to choose 3 personality traits that will guide your brand's messaging and visuals. The results I got from a personality test and how it changed my thinking about brand personality Why it's critical to share your brand personality with your team What to ask teammates or customers to gut-check your brand personality This episode will help you identify your brand personality and bring that personality to life. 🔗 Links & Resources: ✓ Real Food Brands Marketing Roundtable (Free Facebook Community to follow up on episodes) ✓ Brand Review Workshop ✓ Brand Success System ✓ FREE Brand Review Guide - realfoodbrands.com (the form is on my home page) ✓ Learn more about how we can work together: realfoodbrands.com ✓ Say hi on Instagram: @realfoodbrands Thanks for listening - let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

As a food business founder, you've grown. Your business has evolved. Is your brand keeping up? In this solo episode, I'm taking a step back to reflect, with four simple yet powerful questions that can help you review your brand strategy. Whether things feel a little off or you're just due for a tune-up, this episode will help you identify where your brand may be holding you back—and how to recalibrate. You'll also hear about my new free guide, The Brand Review Guide for Food Business Owners, so you can take these questions even further. ✨ What You'll Hear in This Episode: Why even thoughtful founders lose brand clarity over time Four key areas of your brand to check in on at least once a year What to do when your messaging or visuals feel inconsistent A simple shift to make your brand more customer-focused Why sharing your strategy with your team changes the game How to use the free Brand Review Guide to strengthen your brand 📥 Download the Free Brand Review Guide This self-guided tool walks you through the four questions from today's episode, helping you reflect, realign, and identify opportunities to move forward with clarity. 👉 Visit Realfoodbrands.com and scroll down on the home page to download your guide. Links & Resources: ✓ Ep 137. Say Less to Sell More...A Sales Tip to Use at Your Next Buyer Meeting, with my new co-host, Clint Matthews, co-founder of Start Right Foods. ✓ Ep 136. When Branding Goes Bad...Avoid this Mistake ✓ Learn more about how we can work together: realfoodbrands.com ✓ Say hi on Instagram: @realfoodbrands Let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

At some point, every business owner has a moment of reflection—is this brand ready to grow, or is it time to let go? And the reality is that you may even go back and forth on the same day, right?! In this episode, I'm joined by my new co-host Clint Matthews, co-founder of Start Right Foods, and Jordan Buckner, founder of Foodbevy. Jordan shares his behind-the-scenes journey of launching his first food brand, winding it down, and using those lessons to build a thriving support hub for food business founders. What you'll learn in this episode: ✅ How to evaluate whether your business is ready to scale—or if it's time to pivot into a different direction ✅ Why product-market fit is essential (and what happens without it) ✅ How over-innovating can confuse customers—and what to do instead ✅ Insights about working with partners and agencies ✅ Why learning from past experience (yours or others') can be a fast track to clarity ✅ The importance of making sure your business still aligns with your "why" Jordan, Clint, and I talk candidly about what it means to build with purpose, simplify your strategy, and move forward with more clarity. Whether you're scaling up or wondering what's next, this conversation is packed with insight and encouragement. 🔗 Related Resources: Foodbevy's free guide to building a food & beverage brand Start Right Foods Get your free guide to avoid 4 common brand strategy mistakes (and how to fix them if you're making them). Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group IG: @realfoodbrands LI: let's connect! ✨ Ready to see where your brand could be stronger as you get ready to scale up? Explore the Brand Review or the Brand Success System to move forward with clarity and confidence. Let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Today I'm joined by Clint Matthews—co-founder of Start Right Foods and my NEW GUEST COHOST! I'm excited to share that Clint will be joining me in some future episodes to bring a fresh food business founder and sales lens to the conversation. Today we're kicking things off with a powerful tip you can bring into your next buyer pitch. In ep 137 we talk about: Clint's journey building a brand over the past 10 years His #1 sales tip for food founders (and what to stop doing!) Why clear, concise communication builds trust with buyers The difference between pushing your story vs. serving your buyer Clint's best sales tip that many people don't think about Whether sales comes naturally to you or makes you nervous, you'll walk away from this episode with a practical takeaway you can apply right away. 🎧 Subscribe so you don't miss future episodes! Related Resources: Ep 120: Building a Winning Brand: How Start Right Foods Stands Out in the Frozen Breakfast Aisle 👉 Get your free guide to avoid 4 common brand strategy mistakes (and how to fix them if you're making them). IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group ✨ Ready to see where your brand could be stronger as you get ready to scale up? Explore the Brand Review or the Brand Success System to move forward with clarity and confidence. Let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Let's talk about why strong brand strategy should guide creativity—not restrict it. Brand strategy is meant to bring clarity, consistency, and confidence to how you show up—but sometimes it gets taken too far. In this episode, I talk about the "dark side of strategy"...i.e. what happens when brand strategy becomes so rigid that it starts to backfire. Instead of guiding the team, it boxes them in...so then instead of helping your brand stand out, it causes your audience to tune out. I share a real-life example of a brand that fell into this trap and walk through what to do differently to keep your brand recognizable, interesting, and fully aligned with your core strategy. Whether you're a food business founder, marketer, consultant, or creative, this episode will help you rethink how to bring your brand to life! In this episode, you'll learn: • What brand strategy is really meant to do (and what it's not) • Why consistency does not mean sameness • A real-world example of a brand that became invisible by going too far on "consistency" (or so they thought, but they faded into the dreaded sea of sameness). • How to avoid creative stagnation while staying on-brand • What it looks like to treat your brand strategy like a sandbox—not handcuffs • How to build trust and recognition without being boring • Practical ways to invite more creativity while keeping your brand aligned Related Resources: 👉 Download your free guide to avoid 4 common brand strategy mistakes (and how to fix them if you're making them) : www.realfoodbrands.com IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group ✨ Ready to see where your brand could be stronger as you get ready to scale up? Explore the Brand Review or the Brand Success System to move forward with clarity and confidence. Let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Does your product speak for itself? Early on, especially after some positive feedback on how delicious their products are, many food business owners believe that having a great product is enough. And while your product IS important, when it comes time to grow and scale up your business, a great product is not enough to set you apart. In this episode, I'll explain what makes a food brand stand out in today's market, including: Why a great product alone won't lead to long-term growth What successful brands do differently to build momentum How story, strategy, and consistency invite customers into a brand they want to support A real example of how a client went from making a great product to building a strong brand ✨ Ready to see where your brand could be stronger as you get ready to scale up? Explore the Brand Review or the Brand Success System to move forward with clarity and confidence. Related Resources: Ep. 128 The Real Story Behind a Good Brand Story 👉 Take the brief survey here -- the survey from Ep 133 is still open! I want to understand how you learn and work best. It will only take a few minutes and help me create content that helps you build your brand. Thank you! 👉 Explore the new website + download your free guide: www.realfoodbrands.com IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

If your business feels scattered or your growth has stalled, it might be time to step back and ask a powerful question: Are you building a brand or running a business in reaction mode? (ie your business is running you!) In this episode of The Food Business Marketing Podcast, I explore why this distinction matters more than ever in today's crowded market. You'll hear about the mindset shift that separates scalable brands from those that hit a ceiling—and an example of brand strategy in action. I share a real-world example of a food business owner who was growing each year, but the brand itself felt a little fuzzy and founder-dependent, until we built a clear positioning strategy that could scale without him being at every event. This story illustrates how strategy is the decision-making compass that drives product development, pricing, partnerships, and more (everything!). Whether you're a more established brand or in the early stages of scaling up, this episode will help you lead with more clarity, confidence, and consistency. In this episode, you'll learn: What brand strategy includes Why brand strategy impacts everything you do A real-life client example of how clarity + cohesiveness drives confidence + momentum How to start aligning every decision with your North Star Ready to Define, Align & Activate your brand strategy and add structure to your business to bring your vision to life? Visit www.realfoodbrands.com to learn more about how we can work together 1:1 through a Brand Review Workshop or the more comprehensive Brand Success System. Let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands Related Resources: Ep 130: How to Write a Brand Positioning Statement That Makes Your Brand Stand Out From the last episode: the survey is still open! I would like to know how you like to learn/work through concepts: 👉 Take the brief listener survey here Thank you! 👉 Explore the new website + download your free guide: www.realfoodbrands.com IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group

Today's episode is a little less strategy teaching and more self-reflection about how you learn best. In part, this is to help you maximize investment of your time and money when you want to learn something for your business, but also because I want to get your feedback about the content I create as well! I will walk you through common learning styles to help you think about how you best absorb new ideas and take action in your food business. You'll find the link below to the short survey to help shape future content and support, whether that's workshops, templates, videos, or something else. In Ep 133 you'll hear: 4 common learning styles to help you become more self-aware about how you learn best. Why this podcast is now called The Food Business Marketing Podcast. What's new on the updated RealFoodBrands.com website Where to download Katie's free guide: 4 Big Mistakes Food Business Owners Make with Their Brand Strategy—And How to Flip Them Into Opportunities 👉 Take the brief listener survey here 👉 Explore the new website + download your free guide: www.realfoodbrands.com Ready to Define, Align & Activate your brand strategy and add structure to your business to bring your vision to life? Visit www.realfoodbrands.com to learn more about how we can work together 1:1 through a Brand Review Workshop or the more comprehensive Brand Success System. Let's go shake up shopping carts! Katie Mleziva Real Food Brands Related Resources: IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group

Why brand strategy gives B2B businesses an edge in standing out, selling more, and scaling with confidence. You might not think of your business as a "brand," especially if you manufacture equipment or offer consulting services—but having a clear brand strategy can make a BIG difference, to you and your team as well as your customers. In fact, it could just be the thing you need to help you stand out in a crowded, competitive market and help prioritize all of your ideas to take aligned action. In this episode, we're talking about: Why brand strategy matters just as much for B2B brands What's the same (and different) versus B2C branding Where your brand strategy comes to life in day-to-day activities and touchpoints—internally and externally How brand strategy helps your whole team work together to row in the same direction to grow and scale efficiently. Whether you're B2B, B2C, or both, brand strategy gives you the structure and clarity to lead with confidence. Ready to create your brand strategy and add structure to your business to bring your vision to life? Visit Email me at [email protected] to learn more about how we can work together. Let's go shake up shopping carts! Katie Mleziva Real Food Brands Resources: RealFoodBrands.com IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group

What if you created a Connection Plan instead of a traditional Marketing Plan? If the word "marketing" makes you cringe just a little—you're not alone. I know many food business owners who do. And, I have a Marketing degree and I even feel the same way sometimes! But my approach is different. That's why in this short and powerful episode of the Real Food Brands podcast, I'm flipping the script and asking: Would you rather be marketing… or connecting? In this episode, I share how a fresh mindset can help business owners think beyond promotions and tactical plans to build real, lasting relationships with their audience. Whether you're a B2B or B2C brand, this connection-first approach can lead to more loyalty, word-of-mouth, and long-term success. You'll hear me share six key stages of the customer journey—each with insights into how your brand can move people from awareness to advocacy by creating genuine connections through your products, services, and the story you're inviting people to join. If you're ready to build a food brand that stands out and sticks around, this episode is for you. Ready to sharpen your strategy? Visit Email me at [email protected] to learn more about how we can work together. Let's go shake up shopping carts! Katie Mleziva Real Food Brands Related Episodes: 122. Start Standing Out With These 4 Steps (Food Brand Strategy Blueprint Part 1) 123. Organizing All Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) 124. Unlock Your Food Brand's Full Potential (Food Brand Strategy Blueprint Part 3) Resources: RealFoodBrands.com IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group

If you're working to grow your food business but feel like your focus is scattered and your messaging is not as clear as it could be, it's time to revisit your brand positioning. This episode dives into one of the most essential (yet often overlooked or complicated) parts of brand strategy—defining what you want to be known for and why your audience should choose and stay loyal to your brand. In this episode of the Real Food Brands podcast, you'll learn a straightforward framework to write your own brand positioning statement, hear examples, and get five clarity-building questions to test your draft. In this episode, you'll learn: What brand positioning statement is—and why it matters A simple formula to get started Food business examples that bring it to life What to avoid when crafting your positioning Five self-check questions to sharpen your positioning Ready to define or refine your strategy to bring focus to the right things at the right time? Visit Email me at [email protected] to learn more about how we can work together. Episodes Mentioned: 122. Start Standing Out With These 4 Steps (Food Brand Strategy Blueprint Part 1) 123. Organizing All Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) 124. Unlock Your Food Brand's Full Potential (Food Brand Strategy Blueprint Part 3) Resources: RealFoodBrands.com IG: @realfoodbrands LI: let's connect! Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group

When you're running a food business, marketing can easily fall to the bottom of your list—especially during busy seasons. But consistency matters, and your brand strategy can be the lifeline that helps you stay visible without starting from scratch. In this episode, I share a 3-step approach to creating aligned content faster, so you can stay consistent, show up with purpose, and avoid the overwhelm. In this episode, you'll learn: 3 steps to create aligned marketing content faster How to lean on your brand pillars to simplify content creation Why making time for small, strategic steps is more powerful than throwing things at the wall What to do in your downtime to set yourself up for success How a "YET mindset" can help you Mentioned Episodes a) 123. Organizing All Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) b) 3 Steps to a More Effective Food Marketing Plan c) Meeting Consumers' Needs - What Are You REALLY selling? Resources RealFoodBrands.com IG: @realfoodbrands LI: let's connect! Thanks for listening, now let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist

If you've ever felt unsure about how to tell a compelling brand story, you're not alone—and there's good news! You might just be starting in the wrong place. In this episode, I share the story behind crafting a meaningful and memorable brand story. That includes why your brand story should support your strategy—not come before it. You'll learn how to use the 3Cs framework (Company, Competitors, and Consumers...in that order!) to uncover meaningful insights that make your brand story stand out and connect. Tune in to discover: Why skipping ahead in your brand story is like skipping to the end of a good book. The biggest mistakes brands make when telling their story. What actually goes into a strong, meaningful, and unique brand story. The important difference between brand history and brand story. How to weave your brand story throughout your business. Whether you're writing your story for the first time or refining what you've been using so far, this episode will help you write a story that inspires action and loyalty. Let's go shake up shopping carts! Katie Mleziva Brand Strategy Resources: 122. Start Standing Out With These 4 Steps (Food Brand Strategy Blueprint Part 1) 123. Organizing All Your Ideas to Build a Cohesive Brand (Food Brand Strategy Blueprint Part 2) 124. Unlock Your Food Brand's Full Potential (Food Brand Strategy Blueprint Part 3) RealFoodBrands.com IG: @realfoodbrands LI: let's connect!

If you want to stand out in a crowded market, attract the right people, lead your team, and build your food business with confidence, it all starts with strategy. In this episode, host Katie Mleziva shares why brand strategy isn't just for big brands with big budgets—it's how smaller, purpose-driven food businesses gain a real competitive edge to scale. Whether you're updating your packaging, pitching to retailers, or working to gain clarity about where you want to take your business, your brand strategy is the foundation that serves as your guide and your glue to tie it all together. In fact, a well-defined brand strategy can be a competitive advantage because most smaller brands don't take the time or know how to do the work and end up blending in to the sea of sameness. You'll learn: Why delaying brand strategy can create confusion - for everyone! What brand strategy actually is A real-life example of how brand strategy created clarity and confidence Why consistency and confidence come from clarity If you're tired of second-guessing your brand positioning or feeling stuck when people ask what makes you different, this episode is your pep talk and practical starting point. ✨ Ready to stop spinning and start leading your brand with clarity? Learn more about doing a Brand Audit with Katie.

Have you ever felt like you're doing all the things—but still not making progress...like you're just running in circles? In this short and lighter episode, I share a personal (and slightly ridiculous) real-life story that turned into a powerful reminder: sometimes the answer isn't about pushing through—it's about finding a way to shift your perspective. Whether you're stuck on messaging, spinning on a new product idea, or just generally overwhelmed, this episode is a mindset reset for food business owners who need a new view to get moving again. 🎧 Tune in to hear: → Why doing more isn't always the answer → Tips to gain a fresh perspective → What a porta-potty taught me about problem-solving (yes, really) → How a simple shift in direction can unlock clarity in your business and your brand strategy Clarity often starts with curiosity—and sometimes, all it takes is stepping to the side to get the fresh perspective you need. Want more support? Set up a Brand Audit Session to get personalized insights on how to strengthen and align your brand. Contact Me for more details. 🎧 Resources: Ep 61 - Lessons From an Uphill Climb Katie's Instagram - let's connect! Katie's LinkedIn - let's connect! Katie's Website Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Let's go Shake Up Shopping Carts! Katie Mleziva Food Brand Strategist

Does social media make you feel like getting social...or make you want to hide?! Social media can feel like a never-ending challenge when you're running a food business. You know you need to post consistently and keep your content engaging, just like when you're talking with people in person. But sometimes, you just hit a wall (or a time crunch) when it comes to what to post. In this episode, I'm sharing 10 creative but practical social media post ideas to help you build a strong, authentic connection with your audience while staying aligned with your brand strategy. From behind-the-scenes stories to customer testimonials, and from quick recipes to expert tips, I'll walk you through how to use each type to keep your content feeling exciting and intentional as you rotate through these topics. We'll also dive into how to make the most of every post with actionable tips, so you can finally plan out your posts and make it something you look forward to. I want you to feel like getting social instead of feeling like hiding! Whether you're just getting started or looking to refresh your approach, this episode offers you inspiration and actionable ideas you can use today. In this episode, you'll learn: How to plan your social media content around 10 different "thought starter" post types (+1 bonus!). Practical tips and examples to create your content in a way that makes your posts pop. The benefit of engaging with comments on your posts as if the person is talking with you face to face. Why rotating through content types keeps your audience engaged and your brand consistent. ✨ Which of these content ideas will you try first to boost your confidence and ease of posting on social media? Ready to shake up your social strategy? Let's get started! Katie Mleziva RealFoodBrands.com @realfoodbrands

In the final episode of our 3-part series, we're diving into activating your brand strategy so you can make your brand stand out, offer the right products and messages to the right people, motivate your team...and see results! You've put in the work to build your brand foundation and craft a clear, compelling strategy, but now it's time to make it happen. When you do this, you will be so far ahead of most of your competition. But competition aside, you will be more efficient and effective at growing your food business because people will understand what you are offering and if it's a good fit for them. In this episode, we'll cover: ✅ How to take a Band Management Mindset™ to ensure your strategy is guiding decisions in a cohesive way every day, across every part of your business. ✅ Aligning your team and partners to bring your brand to life to decrease rework and increase motivation to help you reach your goals. ✅ Prioritizing your top 3-5 actions to bring your strategy to life and grow your brand without feeling overwhelmed. In this episode I'll walk you through practical steps to stop guessing and start growing with clarity and confidence. If you're ready to make your brand strategy work harder for you and feel confident that your brand is working as a cohesive system, this episode is for you! Want more support? Visit realfoodbrands.com to learn about ways to work with me through a Brand Audit session or my comprehensive private Brand Success System program. Ready to dive in? Hit play and let's shake up shopping carts! Have a great day, Katie

Does it feel like you have a million ideas spinning in your head when it comes to your food business? You're not alone! As a food business owner or leader, gathering insights about your advantages, competitors, and consumers is essential—but making sense of it all to define and document your brand strategy is where the magic happens. In this episode, we're diving into Step 2 of building a strong brand blueprint series: connecting the dots between your research and shaping a clear, cohesive brand foundation. I'll walk you through how to define your brand pillars, positioning, personality, essence, and story so you can move forward with clarity and confidence. If you're ready to take your ideas from scattered to strategic, this episode is for you! 💡 Grab the Brand Checkup Scorecard to see where your brand stands: realfoodbrands.com/brandcheckup Resources: 1) Podcast episode about brand positioning 2) Real Food Brands Brand Checkup Scorecard 3) Real Food Brands Marketing Roundtable Facebook Group Let's go shake up shopping carts! Katie

Every strong food brand starts with a clear foundation. But how do you define what truly makes your brand different? In this episode - the first in a three-part series - I'm breaking down Step 1: Defining the 4C's of your Brand Strategy Inputs. These are some of the key elements that help you build a strong, strategic food brand that stands out...but in my Brand Strategy System, I put a twist on each of them! You'll learn: ✅ The 4C's: Context, Company, Competitors, and Consumers— why they matter so much. ✅ How to define your brand's vision, purpose, and unfair advantage. ✅ How to analyze your competitors without getting caught in a comparison trap. ✅ The key to understanding your ideal customer's pain points & desires. ✅ How these inputs lay the groundwork for your brand positioning and messaging. 📋 Download the FREE Brand Checkup Scorecard to assess where your brand stands: realfoodbrands.com/brandcheckup 🔜 Next Up: In Episode 123, we'll take these inputs and synthesize them into a clear, compelling brand position that sets you apart. Don't miss it! 📢 Need help refining your brand? Set up a Brand Audit Session to get personalized insights on how to strengthen and align your brand. Learn more at www.realfoodbrands.com or email me at [email protected].

You make a great product, but in order to scale your food business you will need a strong brand that is meaningful and memorable. Brand strategy is what sets your food brand apart—it's how you meet your consumers' needs in a way your competitors can't (or won't). But how do you know if your current strategy is working? That's where the Brand Checkup Scorecard I created for you comes in! In this episode, I will walk you through my free self-assessment tool, designed to help you evaluate your brand's strengths and uncover areas for improvement. With 25 key questions, you'll gain a clear picture of where your brand stands and what steps to take next. Download your free Brand Checkup Scorecard now at realfoodbrands.com/brandcheckup and start building a stronger food brand today! In This Episode, You'll Learn: ✔️ Why a clear brand strategy is essential—even for small food brands ✔️ How to assess your brand's foundation, alignment, and activation ✔️ Examples of scorecard topics to evaluate your brand ✔️ How documenting your strategy improves team alignment ✔️ Next steps to move your brand forward 🎧 Resources Mentioned: Ep #2: How to Start Building and Documenting Your Brand Strategy Ep #36: How to Define, Align and Activate Your Brand Strategy Ep #45: The 5-Minute Food Business Brand Strategy Formula Ep #49: 4 Common Brand Strategy Mistakes (and How to Fix Them) Real Food Brands Brand Checkup Scorecard Real Food Brands Marketing Roundtable Facebook Group Real Food Brands website Thanks for listening, now let's go shake up shopping carts! Katie Mleziva Food Brand Strategist

What does it take to get your food brand onto store shelves—and make sure it doesn't blend into the sea of sameness? Clint Matthews, co-founder of Start Right Foods, joins host and Food Brand Strategist Katie Mleziva to talk about how the Start Right brand has evolved, why a strong brand strategy is a foundational piece for successfully scaling a brand, and what he's learned about sales and packaging over the years. In this episode, we discuss: ✔️ How brand strategy shaped Start Right Foods' packaging and messaging ✔️ The challenges and wins of building a food business from the ground up with a partner ✔️ The importance of buyer relationships and sales strategy ✔️ Lessons from launching, growing, and adapting in the frozen breakfast space ...and more! If you're building a natural food brand and want to learn from an entrepreneur who's been through it and is going through it now, this episode is for you! Find the full notes for this episode, plus other resources for food business owners at www.realfoodbrands.com/podcast. Now, let's go shake up shopping carts together!

Find the full transcript for this episode plus other resources for food business owners at www.realfoodbrands.com/podcast. Do you ever wonder how to stand out in a crowded market and help people see why your food brand really is better? In today's episode, I'm answering a listener's question: 'Katie, how can I tell people our products are ACTUALLY better?' In this episode, you'll hear tips to shift from selling products to building a brand, defining what 'better' means for your ideal audience, and how to show AND tell your brand story in a way that is both meaningful and motivating. The goal is to build a strong brand that invites people into your story and makes them, in turn, want to invite your brand back into their story on a regular basis. I invite you to reach out if you could use guidance in applying these concepts to your food business. I'm happy to support you through a Brand Audit or my signature Brand Strategy System. You can get started by visiting my website www.realfoodbrands.com and send me a message if you have any questions! In case nobody told you today, your work in the food industry is important and I'm so glad you're here. Now, let's go shake up shopping carts! Katie Mleziva Food Brand Strategist www.RealFoodBrands.com Related Episodes Understanding the Difference Between Features & Benefits Turn Your Marketing Plan Into a Consumer Connection Plan Meeting Consumer Needs: What Are You Really Selling?

Find the full transcript for this episode plus other resources for food business owners at www.realfoodbrands.com/podcast. Have you ever felt stuck in reaction mode, pivoting too often when things don't go as planned? Today, we're diving into 3 ways pivoting too soon might be hurting your food brand more than helping it. We'll explore why consistency is key to building a memorable brand and how constant changes can drain your budget and energy. Of course, pivoting has its place, but the trick is knowing when to hold steady and when to adjust. Planning does not have to come at the expense of action. Without any sort of strategy or plan, how will you know what actions to prioritize, and how to optimize if things don't turn out as planned? I encourage you to create a plan to Define, Align & Activate your brand strategy, and then LEAN IN with confidence for your own piece of mind, to manage your team better, and manage your expenses. If you could use guidance in the process, I am happy to support you! Contact me about a Brand Audit review session or my signature Brand Strategy System. You can get started by visiting my website www.realfoodbrands.com and send me a message if you have any questions! In case nobody told you today, your work in the food industry is important and I'm so glad you're here. Now, let's go shake up shopping carts!

In this episode, Katie Mleziva, Food Brand Strategist and host of the Real Food Brands Marketing Podcast shares how taking a brand-first approach can help you prioritize ideas and take aligned action to build a strong, cohesive food brand that stands out. Whether you're just starting or have been in the business for a while, this approach ensures you lead with strategy, not just tactics. Key Takeaways: The difference between branding (logo, visuals) and brand strategy (the foundation that guides your decisions). Why a brand-first approach can help you find more joy in your business. How to think like a brand manager, focusing on the bigger picture while aligning all parts of your business. The Define, Align & Activate framework Katie uses to help her clients build strong, cohesive brands. 3 Steps to Take a Brand-First Approach: DEFINE: Identify your ideal customer, clarify your brand's unique role in their life, and align your brand with your Purpose, Vision & Values. ALIGN: Ensure every area of your business reflects your brand strategy, so your team feels motivated and confident about building your brand together. ACTIVATE: Implement your strategy with a cohesive plan that helps you stay focused and avoid shiny object syndrome. In This Episode, You'll Learn: Why it's important to think of yourself as a brand manager, wearing the general manager hat for your brand. How building a brand strategy and leading with your brand saves time and money when it comes to projects like website redesigns and packaging updates. Why having a clear strategy makes your team more effective and helps your brand become more recognizable, meaningful, and ownable. Join the Conversation: Are you taking a brand-first approach in your business? Have you encountered any challenges with this mindset? Share your thoughts in the Real Food Brands Round Table Facebook Community or comment on Katie's latest Instagram post. Work with Katie: If you're ready to define your Brand Strategy North Star and make more aligned business decisions, connect with Katie to see if her 1:1 Brand Strategy Playbook program is a good fit. Or, if you'd like to start with an assessment of where you are today, learn more about the One Room Test. These spots fill up quickly, so don't wait! Learn more about the 1:1 Brand Strategy Program with Katie. Check out the One Room Test "audit" to assess where your brand is today and where you can improve. Now, let's go shake up shopping carts!

Your Brand Strategy requires careful word choice, and so does how you talk about your plans with your team and partners. Listen to this episode for one easy, but important shift that will instill confidence in your brand! I'm your host and Food Brand Strategist, Katie Mleziva. I spent years in Brand Management at big companies before I left the corporate world to follow my vision of working with smaller, more entrepreneurial brands . Together we can use a Brand Management Mindset™ to shake up shopping carts and help more people get access to real food! In this episode: 1) The reason I encourage you to swap "we're trying to" for "we're working to." 2) Why your word choice matters when you're sharing your plans. 3) What my dad apparently has in common with Yoda :) 4) Other weak words you may want to swap for stronger ones or eliminate altogether. If you're ready to bring your vision to life and create an integrated plan to make all of your day-to-day decisions easier and more aligned, we can talk through whether my 1:1 Brand Strategy Playbook program is a good fit. Or, if you're working to prioritize all the ideas in your head and you want to carve out space to do this with me in a strategic way using my IdeaSetting™ framework, let's book that 90-minute Idea Sounding Board session - it will give you so much clarity on the next steps that align with your goals. If you're at a point where you have a clear vision but are at a crossroads and need some strategic time together, I'd love to hear from you. You can email me at [email protected] . Now, let's go shake up shopping carts!

Are you selling a product or building a brand? Everyone has to start somewhere, but in this episode, Food Brand Strategist Katie Mleziva shares what it means to go from making a great product to building a strong brand that stands out. Here's what's in this episode - you can find all the links on the episode web page. The event that sparked Katie's interest in brand management. Why a great product is necessary, but not enough. Why the time for brand strategy is always now. How Katie's Brand Strategy process brings clarity and confidence. How a strong brand can help you build brand recognition and word-of-mouth marketing. How having a strong brand can help you with new product launches. Stay tuned for news coming soon on new ways to work with Katie to create the foundation for a strong brand that will help you reach your vision! In the meantime, you can get all the links and read the full show notes here.

Have you thought much about the fact that you need to sell your product THREE times before someone can use it at home? I don't share this to be depressing because sometimes one sounds like enough! And if it sounds like more work, it's just the reality of breaking down the process that's already happening and being intentional with your marketing and sales plans to leverage your brand strategy foundations. I'm talking about first selling into a retail buyer, then selling at shelf once you're there to get into somebody's cart, and then selling from their fridge or pantry or snack bin to get it on the plate or in a lunchbox or wherever it ends up getting eaten. And then as part of that, delighting people so that they want to buy it again and again. We don't want it to get lost in the back of their pantry. So, our three steps of intentional marketing and sales include: Get ON shelf Get IN the cart Get OUT of the pantry, fridge, snack drawer, etc. First, getting ON the shelf, you have to create a compelling story that your brand and product line is going to make a positive contribution to the retailer's and buyer's goals. Once you've completed your brand strategy you'll actually have a differentiated strategy (beyond your product tasting delicious) to help that retailer see why you are going to add to incremental sales as part of them bringing you in. Next, we are getting INTO the cart. And that means standing out on either the shelf or through your online listing. We talk through multiple ways to do this so that you'll grab attention and engage them to flip over the package or click on more pictures as they seek to learn more. Last but certainly not least…getting the product OUT of the pantry or fridge. This is a very under-discussed topic in my view is the conversation around promoting in-home use so they won't forget they have the product and will actually enjoy using it. The LAST thing we want is for it to get stuck in the back of the pantry or fridge until past the expiration date. I share an example of a website that sent me a post-purchase email that did a great job engaging me with a product I purchased and inviting me to reorder. Sometimes I forget to re-order brands I know and love so it was appreciated. One caveat, if you're selling on your company's website you can skip that first gatekeeper step that you have with retail or some aggregate online sales platforms, but the concepts are still really good to think through to be intentional about each step of the journey from buyer to breakfast table! If you've already completed your brand strategy, that can influence each step of the way. We need to think about selling in your products to get them on shelf or on the website, then popping off the shelf/website so that they can get it into carts. And finally, we want to remember how we can stay top of mind in the pantry so that your brand will actually get invited back to their table. Whether it be a lunch table at school, a fancy dinner table…whatever kind of table your product and your brand is positioned for we want to get them there and delight them and have them invite you to join them on a regular basis, leading to increased purchase frequency and velocity. To recap what you'll learn in this episode: 1) a brief overview of each of these three steps with ideas to be intentional with your own brand along the way 2) an easy-to-implement breakdown to make these complex topics easier to work through piece by piece while staying integrated and bringing your brand to life. 3) an example of a well-done email I got to remind me what I had sitting in my pantry waiting for me to enjoy! 4) ways we can work together on creating your brand strategy to position your brand to stand out, including a 60-minute Brand Strategy Session, my self-paced program + mini Mastermind called Brand Strategy Streamlined™, a more in-depth 4-week 1:1 process called Brand Strategy Playbook, and a Live small group Course option (please see link in resources). Resources —Interest form to learn more about a LIVE small group course option —Real Food Brands Marketing Round Table on Facebook —FullyHealth.com —Real Food Brands Instagram —RealFoodBrands.com Thanks for being here, now let's go shake up shopping carts! Katie

In almost every client meeting or strategy session I hear food business owners relay concern over how many things are competing for their attention -- and how exhausting it can be. Some share they are diagnosed with ADD or ADHD, and some just feel like they are being forced to wear too many hats at the same time every. single. day...and are searching for ways to stay positive about the business they love. Recognizing the power of focus is a good start, but not as easy as just saying, "stay focused," right?! With your brand strategy and business plan in mind, you can use this episode to think about ways to protect your focus and ultimately your time, energy, and ability to get the right things done on a day-to-day and annual basis to reach your goals. In this episode I share some useful tips (not all are what you might expect to hear on a food business podcast!) and ways to help maintain focus on what's important now and next so that you can activate your brand strategy and reach your Vision & Goals. -- How documenting your Brand Strategy provides clarity and cohesiveness, which leads to having confidence to prioritize plans. --The myth of multitasking and why splitting your attention can get in the way of aligned action and sticking to your strategy. --Why prioritizing the 8 Strategic Imperatives is a good first step to setting priorities that will keep you focused. -- What focus and consistency have to do with building a strong brand. --Why your Purpose, or WHY, can pull you back if you hit hard times or lose focus. -- What I've learned about ADHD & ADD and focus and why hyperfocus can be a superpower. --How understanding the Executive Functions, or admin areas of your brain, can help you identify your individual opportunities to build focus . --A nudge to embrace your team's diverse-thinking brains as a way to strengthen to your Brand Strategy Activation plans. Resources --Ep84: Why Being Consistent Isn't Boring...It's Brand Building! —Brand Checkup Scorecard Plus, monthly emails with tips and resources —Real Food Brands Marketing Round Table Facebook group (Free) —Brand Strategy Streamlined self-paced program + Monthly Q&A calls –Let's connect on Instagram As always, please reach out to me with any feedback, questions, or to book a strategy call. You can contact me here. Thanks for listening, now let's go shake up shopping carts! Katie www.RealFoodBrands.com

The Real Food Brands Podcast is BACK and I'm so glad you're here. The topic of doing the right things at the right time is always a good concept to keep top of mind, and in this episode, you'll hear me (Katie Mleziva, your food brand strategist) talk about: What you can expect from new podcast episodes to help you Define, Align, and Activate your brand strategy to position your brand to stand out. A brief intro for those of you who are new listeners, including how helping you shake up shopping carts with a solid brand strategy helps more people get access to real food. Why leaving the corporate world almost 12 years ago to work with food entrepreneurs was the best decision I made despite loving every role I had held prior at big companies including American Girl, Kraft Foods, & Assurant Health. How you can get your free Brand Checkup Scorecard to assess progress on various aspects of your brand. Resources to continue positioning your food brand to stand out. --Brand Checkup Scorecard (Free) --Ep 68: Turn Your Marketing Plan Into a Consumer Connection Plan --Real Food Brands Marketing Round Table Facebook group (Free) --Brand Strategy Streamlined self-paced program --Let's connect on Instagram If you have questions or ideas for future show topics (interviews are by invitation, but feel free to share those ideas as well) please send an email to [email protected]. Thanks for listening, now let's go shake up shopping carts! www.RealFoodBrands.com

Have you ever noticed something in your business isn't working as you planned, or as it once did? Sometimes things that made sense just aren't a good fit anymore. We spend so much time and energy trying to keep pushing forward that it can be hard to step back and admit when things aren't working the way we want them to—and decide what to do about it. Today on Episode 111 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva talks through what to do when something in your business is out of alignment, and what she's doing about that in her own business to make an adjustment. In This Episode: Why it can be hard to identify when something is out of alignment with your vision. What questions to ask yourself about alignment. Why having your brand strategy documented can help you stay aligned. How to break down your 'Knowns and Unknowns' to make big decisions more manageable. Why it's so important to create space to find joy in the journey. What Katie is doing to realign her time for the summer. Resources: The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Have you ever thought about the difference between content and copy? And how each works differently to connect with your reader depending on if you're talking about a website, social media, ads, packaging, etc? Today on Episode 110 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva has a conversation with Celsea Jenkins, the owner of Grassfed Copy about the art and science to writing great copy that converts people from readers to taking an action. Celsea shares Katie's passion for health and wellness – and clear messaging – and the episode highlights their shared enthusiasm! Listen to hear Celsea's six copywriting tips to help your food brand stand out. In This Episode: The difference between copywriting and content writing. How you can step into the shoes of your ideal audience to know what to write about. Why good copywriting that sparks action starts with good brand strategy. How copy and design can work together to communicate better than each alone. Why telling your brand story is about inviting the customer into a story. Where to look for "sticky copy" and why it's so valuable. A key thing that web pages and emails that don't convert are usually missing. How to strike a balance with SEO keywords and a conversational tone. How you can get notified when Katie and Celsea go LIVE in the Real Food Brands Marketing Round Table on Facebook. Resources: Grassfed Copy website Guju Kitchen copy example Ep #104: What Is a Brand Positioning Statement? The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup (and get notified about the LIVE Q&A session!) Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Sometimes you need to let yourself dream and think big. Instead of letting other people tell you how things work and why you can't do something, it can pay off to look at things from a new perspective. It helps, of course, to have a great story, which is something that brand strategy work can really help with. Today on Episode 109 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva sits down with Monique and Chevalo Wilsondebriano, owners of Recipe for Retail and the Charleston Gourmet Burger Company. We'll learn how thinking BIG took them from a backyard BBQ...to a food business idea...to a product...to a brand that's on the shelves of Whole Foods, World Market, Costco, Wal-Mart, and more...to winning QVC's Choice Food Award. In This Episode: How Monique and Chevalo started their business at a backyard barbeque. How they used the Charleston Farmer's Market as a testing ground for their product. Why their personal story worked so well to get them on retail shelves quickly. Why working on their brand early and getting it right was so important to their success. What people are really buying when they're buying your product. How they help other entrepreneurs with their Recipe for Retail course. Resources: Charleston Gourmet Burger Company Recipe for Retail The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

As you're working to build your food business or farm, brand strategy and brand development may seem like something that can wait for later. The thing is, brand strategy work goes far beyond your logo or fonts or colors. When you've done the work to create your brand's North Star, it serves as the guide and the glue for everything you do on the front AND back end of your business. It helps you make decisions that will deliver a consistent, cohesive, and relevant experience to your consumers. More importantly, it can help them know how to talk about your brand to others and drive better word-of-mouth marketing. Today on Episode 108 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva builds on the last episode and offers three additional tips based on a presentation she recently shared with the cohort of the Food Finance Institute's food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she's sharing and think about how they apply to your natural food business or farm. In This Episode: Why brand strategy should come before your next big project, not after. Why it's so important to be genuine when you're talking about values. Examples of brands that have strong alignment with their values. Ways to think about personalizing your consumer's experience. How to stand out when consumers are bombarded with messaging. Why it's OK to be repetitive as long as you are relevant and consistent. Resources: Ep #68: Turn Your Marketing Plan into a Consumer Connection Plan The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

Brand strategy work is something that is second nature for big brands, but not as common for small brands. There's so much to do when you're wearing all the hats that it can seem like something you'll get to "next." While big brands have access to brand managers and agencies, we can help even the score by providing streamlined versions of the concepts they use to focus on the key parts of the process to help you build a brand that stands out no matter who you're lined up next to. Today on Episode 107 of the Real Food Brands Marketing Podcast, Host and Food Brand Strategist Katie Mleziva shares a presentation she recently shared with the cohort of a food business accelerator program. This is a two-part series because Katie wants you to be able to really consider the tips she's sharing and think about how they apply to your food business or farm. In This Episode: Why Katie wants to share these Brand Strategy tips with food business owners and farmers. The first 3 tips Katie has related to brand positioning, brand story, and humanizing your brand. Multiple examples that support each of Katie's brand strategy tips. Why Katie shares stories of small brands, not just big brands How you can tell that the seeds that you plant with brand strategy are coming to life. What to expect in part 2 of the episode Why to get started on your brand strategy BEFORE your next website project, packaging redesign, or sales pitch. Resources: Ep #104: What Is a Brand Positioning Statement? Ep #106: How Riemer Family Farm is Growing a Regenerative Brand Ep #91: The 3-Step Brand Strategy Streamlined Process Ep #83: Understanding the Difference Between Features & Benefits The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram

A common approach for food and farm businesses is to think about offering a great product rather than building a strong brand. The thinking is that if a product is good enough, taste will ultimately win and of course, people will buy. While this is understandable as you perfect your craft, great taste and quality are expected these days so we don't want your products to be seen as an interchangeable commodity. There's so much more to your food brand's story, so let's uncover it! Today on Episode 106 of the Real Food Brands Marketing Podcast, host and Food Brand Strategist Katie Mleziva talks to Jen and Bryce Riemer, and Anastasia Wolf-Flasch, all of Riemer Family Farm, about their journey to define a brand strategy that invites people into a story of caring for and renewing the land through a multi-generation farming business. In This Episode: What led Jen and Bryce Riemer from city life back to their multi-generation family farm. How they honor the farm's rich history while also building their own legacy. Why the farm's one full-time employee is focused on marketing and customer service. The most challenging and valuable parts of working through their brand strategy. How having brand pillars and a story defined has impacted their logo, packaging, and website. Before and after insights about how this work has impacted their business. Resources to learn more about the importance of regenerative farming. Resources: Riemer Family Farm The Stockman Grass Farmer Kiss the Ground Sacred Cow The Real Food Brands Podcast Index by Topic Download Your Free Brand Strategy Checkup Brand Strategy Streamlined Course Details Book a 60-minute 1-on-1 Brand Strategy session with Katie Connect with Katie on Instagram