Claim OwnershipBulletproof Your CPG Brand
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Description
If you're building a CPG brand and running out of runway, this podcast is your unfair competitive advantage.
Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error.
Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to.
Each episode breaks down what actually drives sales at retail:
• category management and fact-based selling
• trade marketing and promotion ROI
• broker performance and retail execution
• pricing, assortment, and shelf strategy
• brand valuation, velocity, and profitability
Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands.
This isn't theory. It's a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks.
If you're a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start.
Subscribe and start building a bulletproof brand.
Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error.
Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to.
Each episode breaks down what actually drives sales at retail:
• category management and fact-based selling
• trade marketing and promotion ROI
• broker performance and retail execution
• pricing, assortment, and shelf strategy
• brand valuation, velocity, and profitability
Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands.
This isn't theory. It's a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks.
If you're a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start.
Subscribe and start building a bulletproof brand.
271 Episodes
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Trade spend often fails for emerging CPG brands due to a lack of strategy, leading to excessive spending and reduced profitability. This episode explores the five main reasons for trade spend failure, including a lack of understanding of true costs, incomplete promotion agreements, and promoting the wrong SKUs. By implementing a fully loaded cost model, creating detailed promotion agreements, and focusing on promoting the right products, brands can turn trade spend into a strategic growth lever. Promotions should drive trial and build awareness, not reward existing customers. To be effective, promotions should focus on SKUs that drive repeat purchases, increase basket size, and reflect core brand attributes. Measuring post-promotion retention is crucial to determine the success of promotions, as it indicates whether shoppers are becoming loyal customers.
Emerging CPG brands often fail to secure retail placement because they focus on pitching their product rather than demonstrating how it contributes to the retailer's category growth. Retailers prioritize products that increase basket size, drive traffic, and differentiate their assortment. To succeed, brands must align with retailer strategies, understand shopper behavior, and showcase how their product solves a specific need and drives profitable category growth. To successfully pitch a brand to retailers, focus on selling category growth rather than the product itself. This involves understanding the retailer's persona and strategy, using data effectively, and demonstrating how the brand can help the retailer achieve their objectives. By positioning the brand as a strategic partner, rather than just a vendor, and providing unexpected insights and merchandising solutions, small brands can compete with larger ones and secure shelf space.
The podcast "Bulletproof Your CPG Brand" focuses on helping emerging CPG brands extend their runway and boost sales. The host, Dan Lohman, emphasizes the importance of protecting the value these brands create, rather than solely focusing on velocity. He highlights three strategies, including fixing promotion agreements and deductions, to achieve this goal. The show outlines three strategies to help small brands succeed in retail. First, tighten up promotion agreements to prevent unnecessary deductions and maintain cash flow. Second, own your shelf strategy by proactively guiding product placement and ensuring consistent merchandising. Third, align your brand story across all platforms to create a consistent and compelling message that resonates with customers.
268. Uncover valuable insights on where to find new shoppers to grow sales and profits in a competitive market. After spending 20 years working in the food, beverage & wellness industry, Diane created this podcast to introduce you to the powerhouse women who have found success on every level. Her goal is to give you direct access to their insights and expertise in order to help you make your business "Gooder". Today's Free Downloadable Guide: Top 10 Strategies To Build Sustainable Sales And Profits. Nothing happens until someone buys your products and shoppers can't buy what they can't find. To grow sustainable sales and profits, brands need to become experts in their core customers and their retail partners, maximize their product assortment and merchandising, and optimize their trade spending. This guide contains the secret to getting your product onto more store shelves and into the hands of more shoppers.Get instant access on the show webpage: RetailSolved.com/session265
267. Unlock simple strategies to easily attract the perfect buyer and enhance your sales success with these actionable tips. Tracy Enos with Linked Acceleration discusses her book asked is your LinkedIn profile costing you opportunities? She highlights a creative strategy to engineer business opportunities for busy executives. This is how you attract the perfect buyers for your products to grow and scale your brand. Today's Free Downloadable Guide: Top 10 Strategies To Build Sustainable Sales And Profits. Nothing happens until someone buys your products and shoppers can't buy what they can't find. To grow sustainable sales and profits, brands need to become experts in their core customers and their retail partners, maximize their product assortment and merchandising, and optimize their trade spending. This guide contains the secret to getting your product onto more store shelves and into the hands of more shoppers.Get instant access on the show webpage: RetailSolved.com/session265
266. Learn how to instantly gain an unfair competitive advantage in today's market with expert strategies and insights. Category management, developed in the early 1990s, revolutionized the packaged goods industry by enabling data-driven insights and collaboration between manufacturers and retailers. This process, which automated data retrieval and fostered trust, benefited consumers through improved product offerings. Today's Free Downloadable Guide: Trade Management Essentials To Grow And Scale Your Brand. Trade marketing includes everything required to get your brand in the hands of shoppers. It's your growth engine and the largest item on your P&L. Trade marketing is crucial for brand growth, but 70% of trade spending is wasted or ineffective. Learn the essential strategies and tactics to save money and boost profits.Get instant access on the show webpage: retailsolved.com/session266
265. Discover how to leverage local resources to get a competitive edge for your brand Unlock hidden opportunities in your community. The City of Denver's Office of Economic Development and Opportunity supports businesses through resources like programming, education, mentorship, financial assistance, and workforce development. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session265
264. Discover effective deduction management strategies to maximize cashflow and sales for your brand and avoid financial pitfalls. Effective deduction management is crucial for maximizing cash flow and sales. Brands can optimize trade promotion strategies, reduce deductions, and reinvest in growth by seeking help from experts. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session264
263. Unlock proven strategies to explode sales and eliminate risk in your business Achieve your sales objectives with confidence. Ron Karr with Velocity Mindset® walks you through his book highlighting How Leaders Eliminate Resistance, Gain Buy-in, and Achieve Better Results―Faster. He emphasizes the importance of purpose-driven velocity in business, highlighting the need for direction and aligning actions with purpose coupled with understanding customer needs, can lead to increased sales and market share Today's Free Downloadable Guide: Trade Management Essentials To Grow And Scale Your Brand. Trade marketing includes everything required to get your brand in the hands of shoppers. It's your growth engine and the largest item on your P&L. Trade marketing is crucial for brand growth, but 70% of trade spending is wasted or ineffective. Learn the essential strategies and tactics to save money and boost profits.Get instant access on the show webpage: RetailSolved.com/session263
262. Discover why a data driven e-Commerce strategy is critical to your success and learn how to enhance your brand's growth. Amazon is a valuable sales channel for brand awareness and discovery, but building a brand and scaling require capturing customer information and leveraging it for email marketing and retargeting. Consistent branding across all platforms, including Amazon, websites, and social media, builds trust and reinforces brand identity. Today's Free Downloadable Guide: The Essential Promotion Blueprint. Tired of throwing money away? Trade marketing includes everything required to get your brand in the hands of shoppers. This guide gives you an easy to follow, step by step, blueprint to maximize your promotions, grow sustainable sales, and give retailers what they REALLY want - increased shopper traffic and larger baskets.Get instant access on the show webpage: RetailSolved.com/session262
261. Learn how to build a connected community and gain loyal shoppers with unique experiences and personalized brand engagement. Plant Jammer, a recipe app, uses AI to create personalized recipes and connect brands with customers. The app allows users to search for recipes based on their ingredients and dietary needs, providing brands with valuable data on customer preferences. Today's Free Downloadable Guide: Effective Deduction Management. Tired of throwing money away? Deductions are a huge drain on your finances. Not all are valid. They can derail and even bankrupt your brand placing a huge burden on your cash flow while negatively impacting all aspects of your business. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission-based causes, and more!Get instant access on the show webpage: RetailSolved.com/session261
260. Unlock market domination by knowing your ideal customer. Focus on a micro-niche to drive growth and resonate with your audience. Seth Greene with Market Domination LLC and The Sharkpreneur Podcast, a business strategist, emphasizes the importance of niche targeting, authenticity, and customer-centricity for business growth. He helps businesses identify their target markets, automate marketing, and build robust communities to drive success. Today's Free Downloadable Guide: The Essential Promotion Blueprint. Tired of throwing money away? Trade marketing includes everything required to get your brand in the hands of shoppers. This guide gives you an easy to follow, step by step, blueprint to maximize your promotions, grow sustainable sales, and give retailers what they REALLY want - increased shopper traffic and larger baskets.Get instant access on the show webpage: RetailSolved.com/session260
259. Ready to take your sales to new heights? Learn to explode sales by unlocking your profitability and transforming your brand. The natural foods industry needs to break free from rinse and repeat strategies to drive innovation and growth. This involves aligning goals, fostering a culture of innovation, and providing value through product benefits and differentiation. Overcoming fear and building growth plans based on objectives are also crucial for success. Today's Free Downloadable Guide: The Essential New Item Checklist - The Recipe For Success. New product innovation is the lifeblood of every brand. New products fuel sustainable growth, attract new shoppers and increase brand awareness. Learn the critical steps to get your product on more retailer's shelves and into the hands of more shoppers. Maximizing your trade marketing can pour rocket fuel on your launch.Get instant access on the show webpage: RetailSolved.com/session259
258. Unlock the potential of your retail business with proven strategies to drive sales growth and stand out from the competition. Enzymedica, a leading provider of enzyme dietary supplements, focuses on science-supported products to reduce confusion in the supplement aisle. They address the challenge of competing with new brands that use marketing to promote inferior products. Today's Free Downloadable Guide: Top 10 Strategies To Build Sustainable Sales And Profits. Nothing happens until someone buys your products and shoppers can't buy what they can't find. To grow sustainable sales and profits, brands need to become experts in their core customers and their retail partners, maximize their product assortment and merchandising, and optimize their trade spending. This guide contains the secret to getting your product onto more store shelves and into the hands of more shoppers.Get instant access on the show webpage: RetailSolved.com/session258
257. Find out how to position your brand as a leader and implement the strategies your learned her that drive success and efficiency. Retailers need and want your help. Taking a leadership role in the category and with retailers can open doors to incremental opportunities to grow sales and profits giving you a sustainable competitive advantage! Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session257
256. Enhance collaboration with your retail partners by learning what retailers really want to succeed and thrive in the marketplace. Retailers want #1 Increase Shopper Foot Traffic #2 A Competitive Advantage In Their Market #3 A Reasonable Profit. Leverage your ability to fill these voids and win at retail. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session256
255. Learn how to look for and close category gaps and opportunities in the retail market to boost sales and customer satisfaction. Look beyond your brand to identify strategic opportunities to help grow category sales. Leverage that with retailers to gain incremental opportunities others overlook. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session255
254. Learn how to create a sustainable advantage for your business by understanding your competitors' strategies and practices. To create a sustainable advantage, thoroughly understand your competitors' strategies. Analyze their go-to-market, promotional, and merchandising approaches to identify patterns and opportunities for differentiation. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session254
253. Unlock the potential of storytelling Master storytelling with a unified voice to captivate and engage your audience effectively. Effective brand storytelling is crucial for communicating value to customers and retailers. Consistent messaging across all channels is vital to avoid confusion and deductions. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session253
252. Learn how to develop performance indicators to maximize results in retail execution. Discover effective KPI strategies. Key performance indicators (KPIs) are crucial for flawless retail execution. They should cover customer-facing aspects like distribution, merchandising, pricing, and promotion. Today's Free Downloadable Guide: 30 Days To Prosperity Workbook podcasts: 226-257. The 30 Days To Prosperity Workbook is a companion to the 30 Day Challenge. This Retail Solved Blueprint will teach you what you need to know to confidently grow and scale your brand, build a connected community of loyal evangelists, and multiply your brands impact, sales, and profits. Every slight improvement means more runway for sales growth, higher brand valuations, better terms when negotiating with investors, fuel for more innovation, greater support for mission based causes, and much more.Get instant access on the show webpage: RetailSolved.com/session252
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