Food Business Marketing - Brand Strategy Tips to Build a Business You Love

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

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

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

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

How food brands earn a place in everyday routines, go-to gifting, and meaningful traditions. Working in the food industry, a lot of us tend to think the grocery store doubles as a source of entertainment, right?! But believe it or not, many people shop on autopilot so they can get in and out as fast as possible. And while that can be a challenge when you're working to disrupt a category, it's also a *powerful* opportunity once your brand story is part of someone's story. In episode 167, Clint joins me to discuss some tips to move beyond one-off transactions and earn a place in people's everyday lives — from day-to-day routines (Start Right waffle sliders for breakfast?! ;), to becoming a go-to gifting option (many of you qualify for this one!), to showing up in meaningful annual traditions like Birthday dinner (there's a restaurant + bar in Madison, WI where I went to college that dubbed itself the Official Birthday Place...it's just what everyone did! In fact, if you Google "Birthday Bar, Madison," you'll see it...it's not all that distinct vs other places, but they OWN IT and lean in, and now it's a decades-long tradition for some people. People go there every other day, too, but they planted a seed for birthdays that really took root. How? YEARS of consistency! Rather than focusing on promotions or short-term tactics, our conversation looks at the role of brand strategy, positioning, and consistency in reducing friction and making repeat choice feel automatic. You'll hear how concepts like habit stacking, emotional connection, and clarity around what your brand stands for can help your product move from being reconsidered… to being relied on. In this episode, you'll hear: Why transactions require re-deciding — and why that makes switching easy What it means to move from transaction to tradition The opportunity in daily routines, occasional rituals, & annual traditions How habit stacking applies to brands, not just personal habits Why clear positioning is the foundation for emotional connection and loyalty How food brands become the go-to choice without competing on price How knowing which features & benefits meet your consumers' needs can help build brand loyalty. 🎧 If you're building a food brand and want to grow repeat purchase, loyalty, and trust — this episode will help you think differently about how your brand shows up in real life. Resources & links Consumer episode Ep 56: Meeting Consumer Needs: What Are You Really Selling? Ep 65: Setting Your Food Brand Apart Part 2: Identifying Your Ideal Consumer Ep. 83 Understanding the Difference Between Features & Benefits Explore Katie's brand strategy work for food business owners at Real Food Brands If you missed a Weekly Worksheet for a past episode, please send Katie an email (katie@realfoodbrands.com) or DM @realfoodbrands on Instagram. Want to talk about your strategy? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

We're talking margins, growth scenarios, and building the food business you actually want to lead. This episode is like a mini masterclass in food business finances—and while it's longer than usual, it's intentionally so. This is the kind of conversation you can come back to as your business evolves, your numbers change, and your goals become clearer. Your hosts, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods), are joined by food business financial consultant and strategist Sarah Delevan of The Good Food CFO for a grounded, honest conversation about what food business owners really need to understand about profitability, growth, and financial decision-making. Together, they unpack why common industry advice often falls short—and how food business owners can replace hope-based growth with clarity, confidence, and intentional strategy. What this episode covers Why "scale" is not a financial strategy—and how chasing scale in the wrong way can put your business at risk The truth behind the 50% margin myth How to think about profitability by design Using growth scenarios and "what if" planning to evaluate channels, product mix, and more How to approach debt thoughtfully—when it can support growth and when it becomes a liability Why proving repeatable success matters before investing heavily in growth The role of financial visibility in leadership, decision-making, and long-term sustainability How The Good Food CFO's financial tools and insights can support food businesses from pre-launch through $1MM in revenue This conversation bridges strategy, numbers, and real-world experience—connecting the financial side of the business with your goals as a food business owner. Why this episode is so important... Too many food business owners are told to "just scale," hit arbitrary margin targets, or follow playbooks designed for much larger companies. This episode offers a different approach—one that treats financial clarity as a tool for leadership, not pressure or judgment. It's not about building the biggest business possible. It's about building a meaningful, memorable, and sustainable one that you love to lead. Important note This episode is educational and directional, not financial advice for your specific business. Every food business is different, and the insights shared here are meant to help you think more clearly and confidently about your financial decisions—not tell you exactly what to do. Always consider your unique situation and seek personalized professional guidance when needed. Resources & links Learn more about Sarah Delevan's work and financial strategy tools here* Explore Katie's brand strategy work for food business owners at Real Food Brands If you missed a worksheet for a past episode, please send Katie an email (katie@realfoodbrands.com) or DM her @realfoodbrands on Instagram. Want to talk about your strategy? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands *note: This includes an affiliate link to the software. Sarah is a trusted industry friend and collaborator, which is the only reason I am sharing this with you. I believe these tools can truly help you if you think it's the right fit for your needs. And, even a few extra dollars helps cover podcast expenses! :)

How one word can help you lean into who you were meant to be....leading to benefits in your business and beyond! In brand strategy, we often talk about how a brand's essence can be distilled into a single word — the feeling that runs through everything. In this episode, I take that same idea and apply it to you as a leader, with your Word of the Year. Instead of setting rigid resolutions, I share why choosing a Word of the Year can be a more powerful way to guide your mindset, focus, and everyday decisions — especially when your personal and professional lives are deeply intertwined, as they often are for entrepreneurs. As an example, I reflect on my Word of the Year from last year, what it helped me reclaim, and how my word for this year builds on that foundation. You'll also hear examples of words others might choose, and a simple way to start thinking about what your word could be — not as a way to "fix" yourself, but to support who you're becoming. In this episode, you'll hear: Why I don't rely on New Year's resolutions — and what works better for many people How a Word of the Year acts as a mini North Star for your decisions My Word of the Year last year, and what it helped me clarify My Word of the Year this year, and how it will guide how I show up Examples of words others might choose — and why there's no "right" one A simple starting point to reflect on what you want more (or less) of An invitation to share your word with me so I can check in and see how it's going (yes, I really do care!) If you're looking for a more intentional way to set direction — in business and in life — this episode will give you ideas! Want to set your WOTY? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Click this link or follow @realfoodbrands on Instagram + tap the link in the bio to sign up for my weekly newsletter. If you missed a worksheet for a past episode, please send me an email or DM me @realfoodbrands on Instagram. Looking for clarity on your next steps? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Holidays are a natural time to talk about traditions...and how our brands can be part of the routines & rituals on holidays...and every day! In this more personal episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) swap stories about holiday traditions, from food-centered moments to favorite Christmas songs, and the small rituals that make the season memorable. As the conversation wraps up, Katie and Clint connect the idea of traditions to brand building—exploring how the strongest brands don't just show up for special occasions, but become part of people's routines and rituals. Not by forcing their way in, but by fitting naturally into everyday life through emotional connection. In this episode, Katie and Clint talk about: Favorite family holiday traditions Creating traditions that feel fun and meaningful Food, family, and everyday moments that shape the season How brands become part of people's year-round rituals 🎧 Listen in for a light, enjoyable conversation—and a simple idea about what it really means for a brand to become part of someone's everyday life. Want to go deeper? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up. Looking for clarity on your next steps? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. WHAT TO DO NEXT? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

How brand pillars turn strategy into structure — and help your brand stand out. If you've ever felt like your brand is harder to explain than it should be — or like you're doing all the right things to grow but still operating at a "product" level, you might be missing brand pillars! Brand pillars are often talked about as a content or messaging tool, but that's only part of the story. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) zoom out to show how brand pillars fit into the bigger picture of brand strategy — and why they're one of the key ways brands move from making a great product to building a strong BRAND that stands out. You'll hear a real-life example of Clint's food business pillars, and you can visit @realfoodbrands on Instagram to see Katie's pillars for Real Food Brands — along with how she actually uses them day to day. In this episode, you'll hear about: Why brand strategy and brand pillars are about aligning your entire business — not just your messaging Where brand pillars fit in the Define → Align → Activate framework (and why they're not the first step) What brand pillars actually include How brand pillars help you move from product-focused to brand-first thinking A practical example of how structure unlocks clarity and productivity How brand pillars act as filters for decisions across marketing, sales, and growth   Want to go deeper? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up. Looking for clarity on your next steps? Katie & Clint help food business owners review their brand & sales strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session (only available to newsletter subscribers!). Episodes Mentioned: Ep 135. Is a Great Product Enough to Grow Your Food Business? Ep 143: Ideas Spinning in Your Head? Here's How to Use (Or Lose) Them Strategically. Ep 122: Start Standing Out with These 4 Steps Ep 83: Understanding the Difference Between Features & Benefits   MORE OPTIONS 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands www.realfoodbrands.com

A simple, strategic way to review what's working, regroup your resources, and refocus where you want your business to go next. This episode is relevant any time of the year, but as we look to a new year, it's a natural moment to think about where you've been and where you're going! In Ep 162, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) share a simple framework you can use now and throughout the year to review your progress, regroup your resources, and refocus your plans. Katie & Clint start with a light conversation about BHAGs (Big Hairy Audacious Goals), a concept from Jim Collins' book Built to Last that Katie first learned during her corporate brand management days at Kraft Foods. It's a helpful reminder to consider the exciting, BIG picture opportunity, and your vision for the kind of business you want to build. Then they walk through a framework: Review, Regroup, and Refocus, including practical prompts and examples you can use to bring clarity and alignment to your next steps. In this episode, you'll learn: What a BHAG is and how it encourages big-picture, energizing thinking How to review your year with curiosity using prompts like: What surprised you? What energized or drained you? Where were you aligned? Where were you winging it? What it looks like to regroup your time, money, energy, and team bandwidth How your results act as either a mirror or not an accurate reflection of your brand strategy Why the 3Rs support more aligned, confident decision-making Why this is a helpful exercise anytime — not just at the end of the year Links & Resources Episode 143: Ideas Spinning in Your Head? Here's How to Make Them Work for You Built to Last by Jim Collins (origin of the BHAG concept) Want to go deeper? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up. Looking for clarity on your next steps? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the newsletter or use the private scheduling link included each week to book a session. WHAT TO DO NEXT? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

How to decide which local, regional, or national shows make sense for your food business in 2026 based on your brand strategy and goals. Planning events for 2026? In this episode, your hosts Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) break down how to choose the events that actually support your goals — instead of getting swept up in FOMO or the pressure to "be everywhere." From local consumer festivals and regional distributor shows to big national expos and retail-specific gatherings, there's no shortage of options. The key is choosing the ones that match *your* business stage, resources, and business goals. You'll hear stories about events they've attended — from small community tastings to Fancy Food — and what they learned about sales, visibility, distribution, and opportunity cost along the way. Plus, they share a simple decision filter you can use to evaluate whether an event is worth your time, energy, and budget. In this episode, you'll learn: How to align event types with your 2026 business goals Choosing between consumer-facing, buyer-focused, supplier, and networking events Why timing, bandwidth, and inventory capacity matter  Clint's experience with distributor and retailer shows (and what actually paid off) How to avoid overcommitting — placing your bets on the right events A simple 3-question filter that helps you decide whether an event is worth attending Whether you're just starting to think about events or you're mapping out a full calendar for 2026, this conversation will help you make confident, aligned decisions that move your business forward. 👋  Join Katie and other food business owners in the Real Food Brands Marketing Roundtable on Facebook to talk about specific events & industry shows. You'll find the link in #2, below.  WHAT TO DO NEXT?  1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

How food business owners can stay focused & grow intentionally, while building a brand that's in alignment with their strategy.  Here's one major advantage smaller food businesses have:  the ability to move fast. But that freedom can also leave room to move too quickly into new sales channels, partnerships, or operational decisions...before the business is truly ready. In other words, just because you can doesn't mean you should. That's why today, Katie and Clint are digging into a concept and mindset Clint and his co-founder developed early on: EXPEDITED CAUTIOUSNESS — the idea that you can move quickly, but only when you have the clarity and data to make a confident, aligned decision.  It's a fresh, practical way to navigate growth and respond to opportunities without reacting out of pressure or FOMO. Together, we explore how this approach can help other food business owners grow smarter, avoid costly missteps, and build a business and brand they truly love. What You'll Hear in This Episode: - Why "expedited cautiousness" can help you grow quickly and responsibly - How to avoid reacting too quickly - Why hoping financials "get better later" is a growth trap - How to use your brand strategy as a decision filter for new opportunities - Examples from Clint's business where moving too fast backfired — and what he learned - Growth tips and mindset shifts to help you build a business & brand you love Related Episodes: Ep 152: Sharing Lessons Learned to Build a Strong Food Brand Ep 158: Using Grants to Grow Your Brand: VAPG and Beyond Ep 141: Bridging Brand Strategy & Sales: Don't Just Sell More, Sell Smarter Ep 134: How to Shift From Running a Business to Growing a Brand WHAT TO DO NEXT?  1. 📧 Katie's Friday Newsletter - including a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Clear messaging doesn't start with better writing — it starts with stronger strategy. If your message feels messy, scattered, or hard to articulate, the problem probably isn't your writing — it's your foundation. In this solo episode, I (Katie Mleziva - Real Food Brands) build on the recent episodes with Clint about Sales and funding growth through grants. You'll hear me talk about why clear messaging starts long before you or your team ever sit down to write, and how returning to your brand strategy gives your words the structure they need to finally "have a place to land." Through a few of my own stories (including a real-life garage + basement cleanout), I will show you how clutter in our physical spaces parallels the mental clutter that happens when your strategy isn't fully defined. Without shelves, racks, or systems, everything in your closet becomes a jumbled pile — and the same is true for your message. You'll learn: Why messy messaging is a symptom, not the problem, and how to get to the core issue How brand strategy acts as the structure your words depend on, and make it so much easier to find the right words The foundational questions that bring clarity back into focus The role of brand pillars in creating consistency - a structure you can rely on Why clarity leads to confidence, which in turn fuels smart growth. Whether you're writing for buyers, consumers, investors, or grant reviewers, this episode will help you reconnect your message to your mission…before you write another word. Episodes Mentioned: --Ep 8. How to Identify Your Ideal Audience Using Personas (from 2018, but still a good one...warning I sound a little stiff! And you can see my original podcast art) --Ep 65. Setting Your Food Business Apart Step 2: Identifying Your Ideal Consumer --Ep 83. Understanding the Difference Between Features & Benefits   WHAT TO DO NEXT? 1. 📧 Sign up for my Friday Newsletter, which includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

How food and farm businesses can fund intentional growth through the Value-Added Producer Grant (VAPG) and other aligned grant opportunities. If you've been thinking about how to fund your next stage of growth, this episode will help you explore one of the most practical and accessible options — grants for food and farm businesses. Katie Mleziva (Real Food Brands) and Clint Matthews (StartRight Foods) are joined by Stephen Ussery of Stewards Unlimited to break down the USDA's Value-Added Producer Grant (VAPG) — along with other grant funding opportunities that can help small food brands, farms, and makers expand production, marketing, or new product lines without drifting from their brand strategy or purpose. In this episode, you'll learn: What the VAPG (Value-Added Producer Grant) is and who qualifies Why brand alignment and strategy matter when applying for grants Real examples of how food producers and makers have used grant funding to scale What to expect from the application, funds available, and the reporting process How grants can accelerate growth when they align with your long-term goals How Stewards Unlimited can help you get started Whether you're a farmer, maker, or packaged food brand owner, this conversation will help you understand how to use grants as a tool for intentional, sustainable business growth — so you can build your brand and your impact at the same time. --> Join their email list at StewardsUnlimited.com to get grant alerts that apply to your business based on the criteria you select. I love getting grant alerts myself because I'm always looking for ways to support all of you! WHAT TO DO NEXT? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Sometimes sales can feel stressful in your food business, but we're here to help you take a brand-first approach so you can feel aligned, confident, and excited about your sales plans! In the prior four episodes of our 4PS's Sales Process series, you've planned, prepped, and pitched...now what? In the final episode of the series, I'm joined by Clint Matthews from Start Right Foods to talk about what happens after you hear back from a buyer. Whether it's a yes or a no this time, your next move matters. And if it's a yes, the work is really just beginning...and that's a good thing as long as you know what to do next! (and if you need help, just reach out to us and we're happy to talk). We're digging into: What to do after the pitch — how to keep the momentum going. When you get a "yes" — why the real work begins once you're on the shelf, and how to nurture the relationship. When you get a "no" — how to handle rejection with professionalism, ask for feedback, and turn it into an opportunity to learn and grow. Persistence in practice — why following up consistently (but NOT constantly!) builds trust with buyers and may open future doors. Mindset vs. process challenges — how to recognize whether your sales challenges stem from confidence, clarity, or consistency so we can address the right problem. From real-life stories to practical follow-up strategies, this episode is all about staying proactive, professional, and positive throughout the sales process. WHAT NEXT? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to 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. 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 EPISODES MENTIONED: Playlist of 4Ps Sales Process episodes on Spotify (or search on your favorite podcast player!) 148. Motivation + Discipline: Your Mindset Shift for Sustainable Food Business Growth 114. Intentional Marketing: Getting ON the Shelf, IN the Cart, and OUT of the Pantry (or Fridge!) Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

What if pitching your food business to a new buyer felt natural instead of nerve-wracking? We want to help you think differently about pitching. And even if you never enjoy sales quite as much as Clint does, we can help you turn your pitch from a stressful presentation into a confident, brand-aligned conversation that captures the attention of buyers from your "right fit" accounts. In this episode of the Food Business Marketing Podcast, Katie shares why sales "should" come naturally to her, and Clint walks us through his actual retail pitch deck and what makes buyers say yes. From how to tell your story to when to stop talking, this conversation between Katie and Clint is full of insights you can apply before your next buyer meeting. You'll learn: How to see your pitch as a conversation, not just a presentation. Why preparation and practice are the antidotes to nerves. The value of leading with your story before diving into data. Tips for customizing your pitch to each retailer's goals. When to say less and sell more by letting buyers lead the next step. By the end, you'll know how to show up with cool, confident energy—ready to pitch your food business like a pro. 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, which 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 memorable and meaningful, 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! --> 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

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