Grocery Pulse Podcast: Grocery, CPG , Leaders & Supermarket Retail Insights for Independent Grocers

I had the opportunity to sit down with Marc Jonna, Co-Founder & President of Plum Market, and this was a really special conversation for me as a fourth-generation grocer. Marc's grocery story goes back generations.His father, Ed Jonna, founded Merchant of Vino in Michigan, which was later acquired by Whole Foods. Marc went on to become a National Wine Buyer for Whole Foods before leaving with his brother Matt to start Plum Market in 2007. Today, Plum Market has grown to 35+ locations while remaining family-owned and independent. One of the things Marc says that really stuck with me is that he thinks of Plum Market as the “Disneyland of grocery.” Not just somewhere you go to buy groceries—but somewhere you actually want to spend time. Episode Chapters 00:00 — Introduction & WelcomeGeorge introduces Mark Jona, co-founder and president of Plum Market. 03:45 — Scaling Category Growth at Whole FoodsMark shares how fearlessly shaking up department layouts drove early success at Whole Foods. 07:50 — Family Legacy & Launching Plum MarketTransitioning from Merchant of Vino to launching a modern, independent grocery chain. 11:20 — Foundational Values & Daily MentorshipOperational habits, early morning drive, and lessons passed down through generations. 15:10 — Building a Purpose-First Grocery ModelWhy Plum Market skips private label products to focus on scratch kitchens and independent CPG brands. 19:05 — Managing Family Business DynamicsStrategies for navigating sibling partnerships, resolving conflicts privately, and staying aligned. 23:15 — Empowering Store Teams & Frontline FeedbackSupporting store leaders, listening to frontline staff, and building an empowered culture. 27:30 — Juliet’s Cuisine: Scratch Cooking at ScaleHow family recipes inspired Plum Market’s commitment to real, in-house kitchen prep. 32:10 — Expanding to Airports, Schools & Sports VenuesTaking scratch-made dining into non-traditional venues, from airport terminals to the Detroit Pistons. 37:40 — Wellness, Portions & Functional NutritionMeeting the consumer shift toward preventative health, clean ingredients, and portion balance. 42:15 — Growing to 35+ Locations Without Private EquityWhy Plum Market chose to stay family-owned rather than take outside capital or go public. 47:00 — The Independent Advantage: Speedboat vs. SteamshipHow agile independents outpace large corporate chains on innovation and sourcing. 51:15 — Advice for CPG Founders Pitching RetailersHow emerging brands can partner with retailers to test, optimize, and scale placement. 55:30 — The Future of Specialty GroceryWhy brick-and-mortar stores must prioritize in-store experience to thrive alongside delivery apps. 59:20 — Rapid Fire Round & ClosingQuick-hit questions on favorite departments, career advice, and final takeaways. We talked about: 🥬 Creating stores around experience 👨‍🍳 Making prepared foods from scratch 🌱 What “local” actually means 🤝 Building community through grocery 👨‍👩‍👦 Multi-generational family business 📈 Growing without private equity 🛒 The future of specialty grocery As someone who grew up in grocery, these are the conversations I love having.Thanks to Marc for sharing his story and perspective on where grocery is headed. 🎙️ Check out the newest episode of GroceryPulse.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Innovar Marketing Agency (grocery/CPG marketing insights): www.innovaragency.com Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

Mike Fitzsimmons became only the second person in history to complete the 178-mile Reno Tahoe Odyssey solo — finishing in 45 hours and 5 minutes through the Sierra Nevada Mountains. But this episode isn't just about running. It's about mastering your mindset when everything in you wants to quit, building resilience through adversity, fueling your body for peak performance, and why success — in business, athletics, or life — is won one step at a time. Host George Goodwin sits down with ultrarunner Mike "Fitz" Fitzsimmons to unpack the physical, mental, and emotional lessons from one of the toughest endurance races in America. In this episode you'll learn: ✅ How to stay mentally strong during impossible challenges✅ Why "running the mile you're in" changes everything✅ The three versions of yourself that keep you moving forward✅ Why your tribe determines your success✅ What a vegan ultramarathon athlete actually eats✅ How to overcome self-doubt and stop quitting on yourself✅ Why the real reward is found in the struggle — not the finish line Whether you're an entrepreneur, athlete, leader, or simply someone chasing a big goal, this conversation will leave you motivated to take the next step. Episode Highlights 🏃 Becoming only the second solo finisher in Reno Tahoe Odyssey history🧠 The mindset that carried Mike through 178 miles💥 Battling cramps, exhaustion, and mental fatigue🤝 Why surrounding yourself with the right people matters🥔 Nutrition strategy during 45 hours of nonstop running🌱 Thriving as a vegan endurance athlete⛰️ Lessons every entrepreneur can learn from ultrarunning🔥 Why discomfort is where growth happens About Mike Fitzsimmons Mike "Fitz" Fitzsimmons is an ultramarathon runner, endurance coach, and member of Reno's running community. In 2026, he became just the second athlete ever to complete the 178-mile Reno Tahoe Odyssey as a solo runner, setting a new course record while inspiring thousands with his grit and perseverance. Connect with Mike 📸 Instagram: @fromfattofitz ✉️ Email: fitzcoaching@gmail.com Connect with George Goodwin 🌐 enjoykobu.com 🔗 linkedin.com/in/georgegoodwin ✉️ george@innovaragency.com About GroceryPulse GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder. Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business — and a healthier life. Chapters 00:00 Introduction02:15 Becoming the second solo finisher08:45 The mental battle of 178 miles18:20 Learning to stay present29:15 Your tribe determines your success39:40 Nutrition and fueling strategy48:30 Life lessons from ultrarunning57:10 Rapid-fire questions1:05:45 Final advice If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Innovar Marketing Agency (grocery/CPG marketing insights): innovaragency.com Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

"The grocery industry may be driven by logistics and supply chains—but it’s still powered by relationships." In this episode of Grocery Pulse , George Goodwin speaks with Lori Brown, a 40+ year grocery industry leader and President of The Illuminators. Lori shares insights from her experience across retail, CPG, and supply chain—revealing why communication, presence, and servant leadership are more important than ever. Chapters: 00:00 Introduction to Lori Brown and Her Journey 02:06:35 Lori's Career Path and Experiences02:10:15 The Importance of Communication in Crisis02:14:32 Building Relationships in the Grocery Industry02:17:24 Lessons from Early Career Experiences02:19:59 Balancing Family, Work, and Community Involvement02:22:41 Understanding Servant Leadership02:27:11 Insights from Industry Leaders02:28:40 The Importance of Personal Connection in Retail02:31:33 Brand Strategies for Modern Retail02:34:46 Finding Your Niche in the Market02:36:35 Building a Supportive Network02:38:32 Effective Time Management in Leadership02:40:48 The Reluctant Leader's Journey02:43:48 Nurturing the Next Generation of Leaders02:45:02 Core Values in Leadership George and Lori dive deep into: Showing up and building real connections Why being physically present at events and in stores creates long-term opportunities and trust. Communication during uncertainty How consistent communication—even with no updates—builds stronger relationships during crises. Servant leadership in action Leading by serving others, sharing knowledge, and empowering teams at every level. Connect with Lori Brown: LinkedIn: https://www.linkedin.com/in/lori-brown-ms/ Email: lkbrown9600@gmail.com Connect with George Goodwin: Kōbu: ⁠enjoykobu.com⁠ promo code: podcast10 LinkedIn: ⁠George Goodwin

"Nutrition is the gateway drug to spirituality." In this episode of Grocery Pulse , George Goodwin sits down with holistic health coach Mike Schmidt to discuss the powerful intersection of gut health, identity, and the grocery industry. Mike opens up about his personal journey—battling 10 years of chronic acne and a 16-month period of burnout—and how he used "food as medicine" to transform his life and his business. Chapters: 00:00 Introduction to Health and Wellness Transformation 02:32 Personal Journeys and Health Challenges 05:17 The Role of Food in Healing 08:10 Consumer Trends in Health and Nutrition 10:58 Understanding Gut Health and Its Importance 13:39 Navigating Grocery Stores for Healthier Choices 16:15 The Impact of Emotional Well-being on Nutrition 19:23 The Science Behind Food Quality 21:50 Kobu: A New Approach to Probiotics 24:38 Final Thoughts on Health and Nutrition 28:27 The Role of Electrolytes and Natural Hydration 29:31 Nutrition for Athletes: The Importance of Clean Fuel 32:06 Japanese Wisdom in Nutrition and Eating Habits 35:54 Lessons from Okinawa: Community and Simple Diets 38:12 The Impact of Food Choices on Health and Economy 41:50 Investing in Health: The Long-Term Benefits of Nutrition 45:50 Consumer Choices and the Food Industry's Response 48:34 Integrity in Food Choices: A Path to Self-Respect 51:31 Listening to Your Body: The Key to Healthy Eating 52:31 Coping Mechanisms and Health Trends 57:29 Listening to Your Body 01:02:18 Holistic Health and Daily Habits 01:04:11 Gratitude and Mindfulness 01:05:09 Future Endeavors and Community Engagement George and Mike dive deep into: The "Why" Behind the Brand: Why passion-led companies (like Goodwin’s Organics and Kōbu) are the most impactful. The Gut-Brain Connection: Why 90% of your serotonin is made in your gut and how that affects your daily confidence. Navigating the "Grocery Casino": Tips for avoiding "greenwashed" labels and sticking to the nutrient-dense edges of the store. The Future of Kōbu: George shares the science behind Kōbu's 33 billion probiotics and the mission to "inspire, encourage, and motivate." Whether you are a CPG founder, a retail professional, or someone looking to optimize your own health, this conversation offers a raw look at how the food we sell—and eat—shapes who we become. Connect with Mike Schmidt: Website: superfoodsuperhuman.com Instagram: @mike_schmidt_ Connect with George Goodwin: Kōbu: enjoykobu.com LinkedIn: George Goodwin

In this episode, Jake from Nature's Finest shares insights into the journey of running a family-owned health food store, the importance of customer empowerment through education, and the challenges of modernizing operations in a competitive market. He discusses the significance of selecting the right brands to partner with and highlights current trends in health and nutrition. The conversation also includes a product tasting segment, showcasing the importance of customer feedback in product development. Takeaways Jake's family started Nature's Finest in 1982, emphasizing health and nutrition. The transition from traditional retail to e-commerce was crucial for the business. Customer education is a key aspect of their service. Modernizing operations has improved efficiency and customer experience. Partnerships with brands should align with the store's values. Health trends like gut health and magnesium supplementation are gaining popularity. Independent stores can be first to market with innovative products. Customer feedback is essential for product development. Family businesses thrive on passion and commitment. Nature's Finest aims to empower customers to take charge of their health Chapters 00:00 Introduction to Nature's Finest 02:39 The Family Business Journey 05:25 Customer Empowerment and Health Education 08:35 Modernizing Operations and Technology 10:55 Navigating Competition and Brand Selection 13:59 Trends in Health and Nutrition 16:18 Product Tasting and Customer Feedback 18:52 Advice for Family-Owned Businesses .Keywords Nature's Finest, health food, family business, supplements, customer empowerment, health education, e-commerce, competition, nutrition trends, product tasting Guest: Jake Kiviko — Nature’s Finest 🥗 Family-owned health food store founded in 1982📍 Recorded live at the Natural Independent Expo💡 Focus: modernizing independent grocery, customer education, and health-forward retail🥄 Bonus: live product tasting + real customer feedback insights Sponsor: Kōbu Kombucha Powder A modern take on kombucha designed for gut health, hydration, and everyday wellness —without the sugar bomb. ✨ Clean, convenient kombucha powder you can take anywhere.🌐 Learn more or try it out: ⁠** www.enjoykobu.com**⁠ Host: George Goodwin Innovar Marketing AgencyHelping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital . 📧 Contact Innovar: ⁠ marketing@innovaragency.com george@innovaragency.com⁠🌐 Learn more: ⁠* www.innovaragency.com

In this episode of GroceryPulse , host George Goodwin sits down with Jacqueline Smith , Founder & CEO of E3 Energy Cubes —a Utah-based, woman-owned protein bar brand on a mission to “change the flavor of healthy.” Jacqueline shares how an accountant’s mindset (yes— math ) helped her build a better-for-you bar with balanced macros (fats, carbs, protein) , clean ingredients, and flavor that actually hits . You’ll hear how E3 went from a commercial kitchen concept to manufacturing in-house , why the bar is shaped into three shareable cubes , and how Jacqueline landed 2x NBA Champion Norris Cole as an early investor after a wild “I don’t know why I’m here… oh THAT’S why” moment. The conversation also dives into real founder realities: ingredient sourcing, label transparency (including seed oil nuances in dried fruit), the cashflow math of CPG, packaging lessons (why black looked amazing online but disappeared in-store), and what it takes to keep going when you’re exhausted—but the mission is bigger than you. Chapters 00:00 – Welcome + Jacqueline’s mission to make healthy taste good 01:38 – Why E3 started with math , not “food creativity” 03:22 – Cleaning up a tasty recipe: boosting protein, fiber, and removing extra sugars 04:31 – What E3 Energy Cubes are: 3 squares + 5 flavors 11:07 – How the first flavors were chosen 12:30 – The Norris Cole story: gut instinct → first investor 17:10 – Staying true to the mission (and being transparent about ingredients) 19:12 – “Seed oil-free” nuance + sourcing realities at small scale 23:17 – Natural flavors, propylene glycol, and what founders should watch for 27:18 – Why Jacqueline manufactures in-house (and how she bought machinery early) 29:20 – Expo West 2020 shutdown + surviving COVID as a new CPG brand 30:24 – Packaging pivot: why black film didn’t work in refrigerated sets 32:40 – Biggest sales channels: convenience + Circle K, plus new retail wins 34:10 – The margin squeeze: distributors, freight, demos, and buying power 36:43 – RFPs, comparing quotes, and logistics math that saves real money 38:30 – What “women-owned certified” means (and Jacqueline’s merit-based view) 42:21 – “Burned the ships”: what keeps her motivated 46:23 – Avoiding budget traps: shows, ads, and follow-up systems 49:29 – Online vs retail strategy without undercutting stores 53:46 – Fire chat: joy, favorite flavors, and what’s next in 2026 57:46 – Advice for founders who want to manufacture themselves 1:05:20 – E3 fundraising: raising to prep for major Q1 growth Guest: Jacqueline Smith — Founder & CEO, E3 Energy Cubes 🌐 Website: E3EnergyCubes.com 🥶 Tip: They’re refrigerated , cube-style, and built for busy everyday people who still care about ingredients. Sponsor: Kōbu Kombucha Powder A modern take on kombucha designed for gut health, hydration, and everyday wellness —without the sugar bomb. ✨ Clean, convenient kombucha powder you can take anywhere. 🌐 Learn more or try it out: www.enjoykobu.com Host: George Goodwin Innovar Marketing Agency Helping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital. 📧 Contact Innovar: marketing@innovaragency.com 🌐 Learn more: www.innovaragency.com

In this episode of GroceryPulse , host George Goodwin sits down with Brian Smith , founder of UGG and author of The Birth of a Brand . Brian shares how UGG started from six pairs of sheepskin surf boots and grew into a global, billion-dollar brand — and why that journey had far more struggle than overnight success. He explains how brand building is less about logos and trademarks, and more about what consumers feel and say about you , how he accidentally created a cult following among young surfers, and why you “can’t give birth to an adult” when it comes to growing a business. From surf culture and snowboarding to hockey moms and keynote stages, Brian unpacks a lifetime of lessons in entrepreneurship, storytelling, and staying authentic. Chapters: 00:00 – The Journey Begins From accountant to surfer to entrepreneur: Brian’s leap from Australia to California in search of “the next big thing.” 02:57 – The Birth of UGG Spotting the market gap: why sheepskin surf boots didn’t exist in America and what Brian saw that others didn’t. 06:03 – Early Sales Reality Check From “we’re going to be instant millionaires” to selling just 28 pairs in the first season. 09:09 – You Can’t Give Birth to an Adult The “infant → toddler → youth → teenager” framework for business growth. 12:12 – Authenticity in Marketing Why polished beach model ads failed — and how real surfers in real moments changed everything. 14:54 – Community & Influencers Before It Was Cool How early surf influencers helped create a cult around UGGs almost 50 years before “influencer marketing” was a term. 17:46 – Emotional Branding & Belonging Why kids begged their moms for UGGs and how emotion, not logic, drives most purchasing decisions. 21:09 – Navigating Entrepreneurial Challenges Faith, resilience, and the mental game of not quitting when everything looks like it’s failing. 24:00 – Product Awareness & Education Teaching staff and customers what a product does so it stops collecting dust on shelves. 26:55 – Lasting Brand Strategy Building something that survives trends and fads by focusing on quality, consistency, and availability. 32:35 – The Power of Experience in Sales Getting buyers to try the product — and how one store owner trying on a boot changed everything. 34:57 – Milestones in Brand Building From surf shops to ski shops to hockey culture — and finally into major retailers. 37:50 – Turning Skepticism into Demand When big retailers finally came calling after specialty shops created enough pull. 41:53 – Creating Consumer Experiences Sampling, demos, and why the experience around the product becomes part of the brand. 46:12 – Reflections on Selling UGG Why the joy was in the journey and what it felt like to “walk his daughter down the aisle” and hand UGG off. 50:05 – Becoming a Global Keynote Speaker How Brian transitioned from founder to storyteller, helping entrepreneurs avoid common pitfalls and stay the course. Brian Smith – Founder of UGG & Keynote Speaker 📚 Book: The Birth of a Brand (available on Amazon) 🌐 Website & Speaking Inquiries: https://briansmithspeaker.com/ If you’re part of a grocery association, CPG founder group, or entrepreneurial organization and want Brian to speak, you can reach out through his website’s contact page. This episode is sponsored by Kōbu Kombucha Powder — a modern take on kombucha designed for gut health, hydration, and everyday wellness without the sugar bomb. ✨ Clean, convenient, kombucha powder you can take anywhere. Low sugar, low calorie, and formulated for people who care about how they feel, not just what they drink. 🌐 Learn more or try it out: www.enjoykobu.com Host: George Goodwin Innovar Marketing Agency Helping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital. 📧 Contact Innovar: marketing@innovaragency.com 🌐 Learn more: www.innovaragency.com

In this episode of the GroceryPulse Podcast , host George Goodwin sits down with Walker , founder of The Happy Mushroom Company , for a deep conversation on the future of grocery, functional foods, and building a health-focused CPG brand from the ground up. Together, they explore how mushrooms are reshaping wellness, why consumers are shifting toward functional nutrition, and what it really takes to launch and scale a natural products brand in today’s competitive grocery landscape. From sourcing and sustainability to consumer education and retailer relationships — this episode is packed with insight for founders, buyers, and anyone passionate about natural health. Whether you're a grocer, CPG entrepreneur, or just curious about the mushroom revolution, this conversation will open your mind to the powerful connection between nature, health, and modern retail. 00:00 — The Journey into Mushrooms Walker shares how he discovered the healing power of mushrooms and launched The Happy Mushroom Company. 12:18 — Connecting with Nature & Health Why reconnecting with nature is becoming the foundation of new consumer wellness trends. 19:36 — Functional Mushrooms & Their Benefits Lion’s Mane, Reishi, Cordyceps — what they are, how they work, and why people are reaching for them. 26:37 — Quality & Extraction Processes The difference between real, effective mushroom extracts and the industry shortcuts consumers should avoid. 33:34 — Sustainability & Environmental Responsibility Regenerative practices, sourcing commitments, and why mushrooms are one of nature’s most sustainable foods. 36:06 — Building a Brand: From Local Roots to Wider Markets How Walker scaled from local customers to a regional movement — and what CPG founders can learn from his growth. 40:52 — Consumer Education: Navigating the Mushroom Space How brands can build trust and clarity in a confusing supplement landscape. 46:18 — Health Benefits: Myths & Facts What mushrooms can ACTUALLY do for immunity, focus, stress, and energy. 52:28 — Personal Insights: Gratitude & Nature Walker’s personal philosophy and the mindset behind the brand. 54:46 — Future Product Launches New innovations coming soon from The Happy Mushroom Company. Website: https://happymushroomco.com/ Email (Customer & Wholesale): walker@happymushroomco.com Phone: 775-530-1019 The Happy Mushroom Company focuses on high-quality functional mushrooms, sustainable sourcing, transparency, and education — helping people reconnect with nature through clean, powerful wellness products. GroceryPulse Podcast Podcast Home: https://grocerypulse.com Episodes: https://grocerypulse.com/podcast Blog: https://grocerypulse.com/blog YouTube: https://www.youtube.com/@grocerypulse Instagram: https://www.instagram.com/grocerypulse Innovar Marketing Agency Website: https://www.innovaragency.com Marketing Blog: https://www.enjoykobu.com Instagram: https://www.instagram.com/innovar_marketing_agency/ 🔥 Episode Highlights🌱 About The Happy Mushroom Company🔗 Links & Resources 🌱 About The Happy Mushroom Company Website: https://happymushroomco.com Email (Customer & Wholesale): walker@happymushroomco.com Phone: 775-530-1019 The Happy Mushroom Company focuses on high-quality functional mushrooms, sustainable sourcing, transparency, and education — helping people reconnect with nature through clean, powerful wellness products. GroceryPulse Podcast Podcast Home: https://grocerypulse.co Innovar Marketing Agency Website: https://www.innovaragency.com Sponsore: https://www.enjoykobu.com Instagram: https://www.instagram.com/innovaragency

Independent grocers and emerging CPGs are rethinking which trade shows actually move the needle. In this GroceryPulse Podcast, host George Goodwin talks with Jeremiah Bogenhagen (President, Positively Natural Network and CEO of Health Essentials ) about the Naturally Independent Expo in Palm Springs—why it’s intentionally small, how it maximizes retailer–supplier face time , and the education tracks built for indie retailers (not just brand booths). We cover ROI vs. mega expos, grassroots distribution for new CPGs, and why relationships + education beat slotting fees. Chapters 00:00 – Cold open: why smaller shows win for ROI 01:18 – Welcome & guest intro (Jeremiah Bogenhagen) 02:22 – Jeremiah’s path from grocery → wellness center operator 06:32 – Leading Positively Natural Network & mission 08:18 – Building supplier–retailer relationships that last 12:42 – What makes the Naturally Independent Expo different 15:37 – Education tracks for indie retailers (beyond product 101) 18:46 – Real talk: connections, ROI, and success stories 22:13 – Community, differentiation, and staff education 25:46 – First-time attendee tips (note-taking + AI, relationship focus) 31:45 – Post-COVID shift: whole-health mindset & community events 34:37 – Biggest threats to independents (online + big-box pricing) 36:58 – Advice to first-time CPG founders (start indie, go grassroots) 39:37 – Panel goals & why regional differences matter 42:58 – Who exhibits? (supplements, better-for-you foods, beverages) 50:42 – Live podcast from the show? Logistics & ideas 52:38 – How to get involved + final takeaways GroceryPulse Podcast Podcast Home: https://grocerypulse.com More Episodes: https://grocerypulse.com/podcast Blog: https://grocerypulse.com/blog YouTube: https://www.youtube.com/@grocerypulse Instagram: https://www.instagram.com/grocerypulse Innovar Marketing Agency Website: https://www.innovaragency.com Blog (Grocery/CPG Marketing): https://www.enjoykobu.com Instagram: https://www.instagram.com/innovaragency Positively Natural Network / Naturally Independent Expo Website: https://www.positivelynatural.org Positively Natural Expo Info (Palm Springs • Nov 14–15, 2025 ): https://www.positivelynatural.org/npp Positively Natural Trade Show details (hours, setup, contacts): https://www.positivelynatural.org/trade-show Positively Natural About PNN (“Support • Educate • Advocate”): https://www.positivelynatural.org/our-story Positively Natural Contact: director@positivelynatural.org • 360-379-2805 Positively Natural VRM Media / Vitamin Retailer (Media Partner) Vitamin Retailer Magazine (VRM Media): https://vitaminretailer.com Vitamin Retailer Magazine Partnership announcement (PNN × VRM Media): Vitamin Retailer Magazine About Jeremiah Bogenhagen PNN Board page (President bio): https://www.positivelynatural.org/membership Positively Natural Health Essentials (CO) listing: https://www.burlingtoncochamber.com/business-directory/ (search Health Essentials Inc.) Burlington Chamber of Commerce

In this episode of the GroceryPulse Podcast , host George Goodwin sits down with Kevin Kelley , Co-Founder of Shook Kelley , to explore the future of grocery through the lens of emotional science, design, and human connection . They uncover how smell, sensory engagement, and behavior architecture influence consumer decision-making — and why successful grocers are moving beyond convenience to create meaningful, community-driven experiences . From emotional shopping habits to the psychology of retail design, this conversation reveals how grocery stores can evolve into spaces that inspire loyalty, belonging, and purpose . 🎙️ Hosted by: George Goodwin — 4th-Generation Grocer & Founder of Innovar Agency 🎧 Guest: Kevin Kelley — Retail Design Expert & Co-Founder of Shook Kelley Chapters 00:00 Introduction to Grocery Podcasting and Community Impact 02:46 The Importance of Local Grocery Stores 05:29 Consumer Behavior and Emotional Shopping 08:08 The Role of Community in Retail 10:47 The Evolution of Retail Design 13:26 The Need for Human Connection 16:23 Understanding Consumer Experience 18:47 The Power of Sensory Engagement 22:03 Behavior Architecture in Retail 24:11 Creating Meaningful Retail Experiences 27:03 The Future of Grocery Stores 29:47 Final Thoughts and Advice for Grocers Takeaways Grocery stores serve as community hubs, providing more than just products. Emotional connections drive consumer purchasing decisions. Local grocery stores are vital for community engagement and support. Designing retail spaces should focus on enhancing human interaction. Sensory experiences, especially smell, play a crucial role in shopping. Consumers are seeking meaningful experiences over mere convenience. The future of retail lies in creating spaces that foster connection. Understanding consumer behavior is key to successful retail design. Community events can enhance customer loyalty and engagement. Retailers must adapt to the changing landscape of consumer expectations. Key Words and Topics: future of grocery, grocery podcast, george goodwin, kevin kelley, shook kelley, grocery design, sensory retail, emotional shopping, consumer behavior, behavior architecture, human connection, retail innovation, grocery trends 2025, local grocery stores, sensory engagement, retail design psychology, meaningful experiences, grocery community Sponsor: ⁠https://www.enjoykobu.com⁠ 🔗 Links & Resources 🎙️ GroceryPulse Podcast Podcast Home: https://grocerypulse.com Listen to More Episodes: https://grocerypulse.com/podcast Read the GroceryPulse Blog: https://grocerypulse.com/blog Watch All Episodes on YouTube: https://www.youtube.com/@grocerypulse Follow on Instagram: https://www.instagram.com/innvoarrocerypulse Website: https://www.innovaragency.com Instagram: https://www.instagram.com/innovar_marketing_agency/ Facebook : https://www.facebook.com/InnovarMarketingAgency/ Linkedin Group: https://www.linkedin.com/groups/8990400/ Youtube: https://www.youtube.com/@InnovarMarketingAgency LinkedIn Business Page: https://www.linkedin.com/company/grocerypulse-podcast-by-innovar-marketing-agency/?viewAsMember=true X profile: https://x.com/innovar_agency 💡 Innovar Marketing Agency 🏪 Kevin Kelley & Shook Kelley About Kevin Kelley: https://www.kevinervinkelley.com/about Shook Kelley Official Website: https://www.shookkelley.com Shook Kelley Instagram: https://www.instagram.com/shookkelley LinkedIn: https://www.linkedin.com/company/shookkelley George Goodwin Host Instgram https://www.instagram.com/itsagoodwin/ LinkedIn https://www.linkedin.com/in/number-one-marketer/

Independent and regional grocers don’t just need impressions—they need measurable lift. In this episode of GroceryPulse , host George Goodwin (4th-gen grocer & founder of Innovar Marketing) sits down with Steve Dietch , Chief Revenue Officer at Bridg and retail-media network Rippl , to unpack how identity resolution and POS-level purchase data are changing the game for regional chains and C-stores. Bridg / Rippl helps retailers identify unknown shoppers (beyond loyalty programs), unify first-party data, and then activate audiences across the open web, video, and CTV—with closed-loop measurement back to the register. For CPGs, that means scalable, hard-to-reach audiences at regional grocers and convenience—plus transparent IROAS (incremental return on ad spend). How identity beyond loyalty unlocks true scale for regional grocers Why POS item-level data is the “crown jewel” for targeting & measurement How Rippl aggregates retailers into a national-scale network for CPG spend Practical ways CPGs use these audiences for off-site media (Google, Yahoo, TTD, CTV) What metrics matter most ( closed-loop transparency & incremental ROAS ) When every campaign targets real purchasers—and reports back to POS—you move from “awareness” to accountable revenue. 00:00 — Intro to GroceryPulse + guest setup 03:03 — Steve’s journey: UCR track → global tech → startups → CRO at Bridg 05:56 — Retail media’s rise & why it matters to grocers/CPGs 08:51 — Identity beyond loyalty: closing the “unknown shopper” gap 12:01 — Using purchase data for competitive advantage 14:51 — Building a retail-media network for regional grocers & C-stores (Ripple) 17:47 — Connecting transactions to anonymized, enriched shopper profiles 20:49 — What this unlocks for CPG targeting, activation & measurement 24:29 — Defining customer personas with real purchase behavior 26:03 — Retailer & CPG pain points—and how identity solves them 29:27 — POS data as the crown jewel: targeting + closed-loop proof 32:08 — Bridging the retail marketing gap beyond loyalty programs 34:06 — Getting precise with ICPs (who, where, how to reach) 38:54 — Common hesitations & easy on-ramps for retailers/CPGs 41:22 — Success metrics: sales lift, ROAS, incremental ROAS 44:02 — What’s next: growth, scale, and transparency in 2025 Bridg / Rippl : Audience building, activation, and POS-based measurement Request a demo (Rippl ) : https://www.ripplnetwork.com/ Learn more (Bridge) : https://www.bridg.com/ Will be published on all major boradcasting sites: YouTube, Spotify, Apple Podcasts and more! Steve Dietch — LinkedIn - https://www.linkedin.com/in/stevendietch/ steve.dietch@bridg.com George Goodwin — LinkedIn https://www.linkedin.com/in/number-one-marketer/ george@innovaragency.com podcast@innovaragency.com Innovar Marketing Agency — www.innovaragency.com/blog

Local grocers don’t need another “awareness-only” social tactic—they need sales. On this episode of GroceryPulse , host George Goodwin (4th-gen grocer & founder of Innovar Marketing) sits down with Oskar Wahlbäck , founder & CEO of Commentsell , to explore how European-style “reserve in comments” deals are transforming social media into a true sales channel. Already powering 250+ stores in Sweden and Denmark—with 85,000+ campaigns and $170M i n retailer revenue—Commentsell automates bookable discounts so that every Facebook/Instagram post can turn into guaranteed store traffic. Early U.S. pilots show 20–30% revenue lifts , proving this isn’t just a trend—it’s a powerful way for independents and small chains to compete. You’ll hear: How “comment-to-reserve” campaigns create viral loops and measurable sales. Real examples, from strawberry surpluses to $60K+ energy drink drops. Why automation (not just marketing) solves the biggest pain for retailers. What U.S. grocers can learn from European retail culture. 📈 Key takeaway: Every comment can become a customer—and every social post a sales channel. .00:00 Introduction to CometSelf and Swedish Innovations 03:01 The Birth of CometSelf: Oskar's Journey 06:01 Understanding Bookable Discounts and Their Impact 09:02 Driving Engagement Through Bookable Campaigns 12:10 Success Stories: Real-World Impact of CometSelf 15:00 Cost Efficiency and Marketing Strategies for Retailers 18:06 Automation and Efficiency in Grocery Marketing 20:58 The Importance of Customer Interaction and Personalization 23:52 Leveraging Social Media Algorithms for Retail Success 27:01 Future of Grocery Marketing: Trends and Innovations 30:54 Cultural Insights: Happiness in Sweden 34:45 Innovation and Education: The Swedish Approach 37:39 Grocery Retail: Comparing Sweden and the US 41:46 Expanding into the US Market 50:34 Sustainability and Waste Reduction in Retail 57:50 Innovative Sales Strategies in Grocery 59:53 Regional Differences in Grocery Experiences 01:03:06 The Power of Pre-Selling and Promotions 01:05:58 Exploring Other Retail Opportunities 01:08:58 Engagement and Trends in Social Media for Grocers 01:12:00 Cultural Insights and Personal Reflections Key Takeaways (with helpful links) Bookable discounts turn engagement into guaranteed foot traffic. → Demo & case studies: https://commentsell.com Operational ease is the unlock. Automation beats after-hours comment wrangling. Start with perishable and vendor-backed deals. Build momentum, then scale daily. Measure comments → reservations → pickups → basket lift. Treat it like a sales pipeline, not “just social.” 🎧 Listen to GroceryPulse YouTube Spotify Apple Podcasts 🤝 Connect with the Guests Oskar Wahlbäck on LinkedIn oskar@commentsell.com George Goodwin on LinkedIn george@innovaragency.com podcast@innovaragency.com 🌐 Book a Demo with Commentsell → commentsell.com 🌐 Explore Innovar Marketing Agency → innovaragency.com 🌐 Blog - Turnning Social Media Comments into sales

In this episode of the GroceryPulse Podcast, host George Goodwin sits down with Ron Fong, President & CEO of the California Grocers Association (CGA), for an insightful conversation on leadership, advocacy, and the future of grocery.Ron shares his personal journey from growing up in his family’s grocery store to becoming one of the most influential voices for California’s grocery industry. Together, George and Ron explore:- The importance of independent grocers as community anchors- How COVID-19 highlighted grocery stores as essential hubs- The role of legislation and advocacy in shaping grocery operations- California’s influence as a “crystal ball” for future laws nationwide- Why compromise is crucial in the legislative process- Opportunities for technology and innovation in retail- Recruiting and educating the next generation of grocersRon also shares humorous stories from his early days in grocery and sheds light on the challenges—and opportunities—that define today’s grocery industry.👉 Whether you’re a grocer, CPG brand, or industry professional, this episode offers real-world insights on policy, leadership, and growth.📌 Chapters00:00 – Introduction to Ron Fong and CGA01:31 – Growing Up in the Grocery Business04:15 – From Grocer to Lobbyist: A Career Journey10:23 – Experiences and Changes in the California Legislature16:35 – The Importance of People in Business22:32 – Grocery Stores as Community Hubs30:54 – Understanding Lobbying and CGA's Role33:32 – Wacky Laws and Legislative Challenges34:51 – The Evolution of Environmental Legislation43:08 – California's Influence on National Legislation51:11 – Balancing Interests: Chains vs. Independents56:07 – The Future of Grocery: Education and Innovation🔗 Links & ResourcesCalifornia Grocers Association (CGA) – Website: https://www.cagrocers.comContact CGA: https://www.cagrocers.com/about/contact-us/ Phone: (916) 448-3545 California Grocers Association | Gather California 2025September 21 – September 23, 2025 The Westin Rancho Mirage Resort Podcast Home: https://grocerypulse.comListen to more episodes: https://grocerypulse.com/podcastRead the GroceryPulse Blog: https://grocerypulse.com/blog Watch all episodes on YouTube: https://www.youtube.com/@grocerypulseInnovar Marketing Agency – Blog (grocery/CPG marketing insights): https://www.enjoykobu.com 👉 Don’t forget to subscribe for more conversations with the leaders shaping the future of retail & grocery.

What does the future of retail media look like? In this episode of GroceryPulse by Innovar Marketing Agency , host George Goodwin sits down with Chase Binnie , CEO of RetailWire — the leading retail industry thought leadership platform with 1M+ monthly readers and 8 acquisitions under its belt. Chase shares how he went from designing album art in high school to running a 23-year-old legacy media company that curates conversations with over 100 retail thought leaders . Together, George and Chase dive into: 🚀 How RetailWire became a trusted voice in grocery & CPG 🛒 The role of media & storytelling in shaping retail strategy 🤖 Why AI is both an opportunity and a challenge for grocers & brands 💡 How authentic, founder-led voices drive trust and customer loyalty 📈 Why 67% of retail execs use digital media to guide business decisions (NRF) 🌎 The rise of retail roundtables & peer-to-peer knowledge sharing Whether you’re a grocer, CPG founder, retail operator, or marketer , this conversation will give you fresh insight into how media, community, and technology are reshaping the future of retail . 00:00 – Welcome to GroceryPulse01:01 – Meet Chase Binnie, CEO of RetailWire03:00 – RetailWire’s 23-Year Journey & 1M Readers06:00 – How Media Shapes Grocery & CPG Decisions09:00 – AI in Retail: Hype vs. Real Value12:00 – Founder Stories & Authentic Branding18:00 – The Rise of Roundtables & Peer Learning23:00 – Pepsi x Poppy & the Power of Founder-Led Brands26:00 – Marketing, Attention & the Human Element30:00 – Leadership, Creativity & What Makes Chase Smile36:00 – The Future of Retail Media & RetailWire’s Next Moves 🌐 Learn more about RetailWire → retailwire.com 📧 Connect with Chase Binnie → LinkedIn / sales@retailwire.com 🎧 Listen to more episodes of GroceryPulse → Spotify | Apple Podcasts | YouTube 📧 Be Featured on GroceryPulse → marketing@innovaragency.com 🥤 Our Sponsor: Kōbu Kombucha Powder – Fuel your gut health, hydration & energy in one refreshing stick. Preorder now → enjoykobu.com/pages/preorder ⏱️ Chapters 🔗 Resources & Links

In this episode of Grocery Pulse, host George Goodwin speaks with Stu Gavurin, founder of Opsense, about the transformative role of smart technology in food safety, compliance, and efficiency within the grocery and consumer packaged goods (CPG) sectors. They discuss the inspiration behind Opsense, the significant issue of food waste, and the importance of real-time monitoring and alerts in grocery operations. The conversation also touches on the challenges retailers face in food safety compliance, the future of food safety technology, and the operational wins experienced by retailers using Opsense. Throughout the discussion, Gavurin emphasizes the need for technology that simplifies processes and enhances customer experience, while also sharing personal insights on maintaining a sharp entrepreneurial spirit. Takeaways Smart technology is revolutionizing food safety and compliance. Food waste in the U.S. amounts to over $218 billion annually. Opsense was inspired by the needs of mid-sized grocers. Real-time monitoring can prevent significant food loss. Independents are quicker to adopt new technology than corporates. Data collection is crucial for identifying patterns in food safety. Store walks are essential for maintaining operational efficiency. Automation can free up employees to focus on customer service. The metric of 'saves' is vital for understanding operational success. Peace of mind is a key benefit of using Opsense. Chapters 00:00 Introduction to Smart Technology in Grocery 03:19 The Inspiration Behind Opsens 06:30 The Impact of Food Waste 10:42 Implementing Technology for Efficiency 15:40 Tips for Reducing Food Loss 20:32 The Importance of Store Walks 24:10 Enhancing Customer Experience through Automation 28:08 Challenges in Food Safety Compliance 32:37 Future Trends in Food Safety Technology 39:00 Predictive Analytics in Retail 42:55 Operational Wins and Metrics 50:19 The Importance of Non-Negotiables 53:52 Finding Joy in Everyday Moments 01:03:35 Lessons Learned in Scaling a Business 🎧 Listen Now ⁠Spotify⁠ | ⁠Apple Podcasts⁠ | ⁠More Platforms & Show Notes⁠ We’re always looking for leaders in grocery, retail, and CPG with a story to share. 🌐 Learn More: ⁠ www.opsense.com⁠ 📧 More Info ⁠ ⁠https://www.innovaragency.com/blog/-smart-tech-in-grocery-how-opsense-is-helping-grocers-prevent-loss-boost-compliance-reduce-food-waste ⁠What Does Kōbu Mean? The Inspiring Roots Behind Kōbu Kombucha Powder, the Trending CPG Product⁠ 🚀 Want to Be Featured on GroceryPulse? 🖨 📧 Email: ⁠⁠podcast@innovaragency.com⁠⁠ Kōbu Kombucha Powder - Clean, science-backed kombucha powder with BC-30® probiotics — bold flavor, no vinegar bite, low sugar, and gut-loving hydration for your ambitious, on-the-go lifestyle. https://enjoykobu.com/pages/preorder

In this episode of GroceryPulse, host George Goodwin sits down with CJ Warstler, the inventor of the Handycart Workstation, to unpack how one simple tool is revolutionizing efficiency in retail environments. With over 30 years of experience in sales and consulting, CJ shares the real-world problems that inspired him to create a smarter, more effective workstation—right from his own garage. Together, they explore the process of prototyping, gathering user feedback, and launching the Handycart into stores across the country. CJ highlights the importance of employee satisfaction, the value of U.S.-based manufacturing, and the growing demand for practical tools that make retail work faster and easier. From improving retention to streamlining in-store resets, this episode offers a behind-the-scenes look at what it takes to bring a purpose-driven product to life—and how a focus on usability, quality, and innovation can lead to game-changing results. 🎯 Key Takeaways: ✅ Handycart was born from real-world retail challenges ✅ CJ’s 30+ years in sales guided the development process ✅ Prototyping and user feedback led to continuous product improvements ✅ The cart boosts efficiency, saves time, and reduces employee fatigue ✅ U.S. manufacturing ensures high-quality and consistent builds ✅ It’s being used beyond grocery—in hardware stores, CPG resets, and more ✅ Employee satisfaction is a key factor in retention and productivity ✅ Positive testimonials are driving organic growth ✅ CJ continues to innovate based on customer needs ⏱️ Chapters: 00:00 – Introduction to Handycart Workstation 02:55 – The Journey of CJ Warstler 06:02 – Designing for Real Retail Challenges 09:08 – The Power of Prototyping and Feedback 12:00 – Market Launch and Customer Response 14:53 – Boosting Employee Efficiency and Morale 18:15 – The Case for U.S. Manufacturing 20:56 – Handycart in Grocery, Hardware, and More 23:48 – User Testimonials and Field Results 26:55 – What’s Next: Product Expansion and Innovation 📖 Read the Full Write-Up 🔗 Smart Tech in Grocery – How OpSense is Helping Grocers Prevent Loss, Boost Compliance & Reduce Food Waste 🎧 Listen Now Spotify | Apple Podcasts | More Platforms & Show Notes We’re always looking for grocery, retail, and CPG leaders with a story to share. 📧 Email: marketing@innovaragency.com Fuel your gut health, hydration, and daily energy — all in one refreshing powdered drink. 🌐 Preorder Now: enjoykobu.com/pages/preorder The workstation built for retail efficiency — now in grocery, hardware, and beyond. 🌐 Visit: thehandycart.com 📧 Contact CJ: sales@thehandycart.com 🚀 Want to Be Featured on GroceryPulse? 🛒 Our Featured Sponsor – Kōbu Kombucha Powder 🛠 Interested in HandyCart?

In this episode of GroceryPulse , host George Goodwin sits down with design experts Adam Steinberg and Henry Casanova to explore the evolving world of CPG packaging and grocery retail design . Together, they dive deep into the importance of clarity in packaging , how consumer behavior drives design decisions, and why eco-friendly packaging is more than just a trend. The conversation touches on the power of A/B testing and customer persona research , the balancing act of creative instincts vs. customer feedback , and how AI and digital printing technology are transforming the design landscape for grocery and CPG brands. Adam and Henry also share the critical role of brand consistency , the impact of rebranding on consumer perception , and what it really takes to create packaging that stands out on crowded grocery shelves. Whether you’re a CPG founder , retail marketer, or design enthusiast, this episode is your front-row seat to the strategies, insights, and trends shaping the future of grocery and CPG packaging design. Key Takeaways: ✅ Clarity in design is crucial for consumer understanding ✅ Brands have only 3–5 seconds to grab attention ✅ Eco-friendly packaging is increasingly important for customers and the planet ✅ Digital printing technology unlocks innovative design possibilities ✅ Color consistency is essential for brand recognition and trust ✅ Balancing customer feedback and creative instincts is an art ✅ Rebranding can make or break a company ✅ Consumer behavior and perception directly influence packaging success ✅ The human element in design can’t be replaced by AI ✅ Design is not a magic formula—it’s a thoughtful process Chapters: 00:00 – Introduction to Design in Grocery and CPG 02:57 – The Importance of Clarity in Packaging Design 05:49 – Trends in Design: Simplicity and Eco-Friendliness 09:04 – The Role of Technology in Packaging Design 11:49 – Consumer Behavior and Shelf Visibility 14:58 – The Human Element in Design and AI 18:12 – Creating a Brand Story Through Design 20:58 – The Impact of Color and Consistency in Branding 31:21 – Understanding Customer Personas and Targeting 34:55 – Balancing Feedback and Expertise in Design 39:23 – The Impact of Rebranding on Consumer Perception 43:09 – Rapid Fire Insights on Design Trends 48:13 – Key Takeaways for CPG Founders on Design 🎧 Listen Now Spotify | Apple Podcasts | More Platforms & Show Notes We’re always looking for leaders in grocery, retail, and CPG with a story to share. 📧 Email: podcast@innovaragency.com Your trusted partner for high-quality printing solutions — from retail signage to branded packaging. 🌐 Learn More: kitprint.co 📧 Contact Adam: adam@kitprint.co The Power of Packaging: How Design Drives CPG Growth What Does Kōbu Mean? The Inspiring Roots Behind Kōbu Kombucha Powder, the Trending CPG Product 🚀 Want to Be Featured on GroceryPulse? 🖨 Email us podcast@innovaragency.com

In this episode of GroceryPulse , host George Goodwin speaks with Blake and Stephanie Alexandre of Alexandre Family Farm , the first certified regenerative dairy farm in the U.S. They share the inspiring story of building a family farm rooted in stewardship, nutrition, and sustainability —and how their mission is reshaping the dairy industry. From the power of regenerative farming practices that restore soil health to the nutritional benefits of A2 milk , the conversation uncovers how Alexandre Family Farm is redefining what dairy can be. Blake and Stephanie reveal the challenges of maintaining transparency in their production process, why they see farming as a partnership with the environment, and how their faith and family values shape everything they do. You’ll also hear about the personal stories from customers whose lives have been transformed by A2 milk, and why partnerships with retailers are essential for expanding this movement. For the Alexandres, it’s not just about milk—it’s about building a legacy of healthier families and a more sustainable planet. Key Takeaways: ✅ Regenerative farming improves soil health and biodiversity, leading to healthier cattle and milk.✅ A2 milk offers unique nutritional benefits and easier digestion for many consumers.✅ Healthy soil → healthy cows → healthy people. ✅ Transparency and authenticity build consumer trust.✅ Partnerships with retailers are key to growing impact.✅ The Alexandres’ faith and family values are woven into every aspect of their business.✅ Personal stories show how quality milk can truly change lives.✅ Sustainability isn’t optional—it’s essential for future generations.✅ Investing in children’s nutrition is an investment in their future.✅ Their brand is about more than products—it’s about a lifestyle and a mission. Chapters: 00:00 – Introduction to Alexandre Family Farm 03:02 – Building a Strong Partnership 05:55 – The Founding Story of Alexandre Family Farm 08:59 – The Importance of Soil and Regenerative Farming 12:00 – Nutritional Benefits of A2 Milk 14:50 – Innovative Practices in Dairy Farming 17:53 – The Role of Cows in Regenerative Agriculture 20:57 – Challenges and Motivation in the Dairy Industry 24:06 – Legacy and Community Impact 26:55 – Faith and Purpose in Farming 39:36 – The Philosophy Behind the Product 44:01 – Building a Legacy Through Nutrition 49:51 – Consumer Connection and Personal Stories 55:48 – The Importance of Transparency and Quality 01:00:38 – Personal Insights and Reflections 🎧 Listen Now: Spotify Apple Podcasts Want to be featured on GroceryPulse? 📧 Email us at podcast@innovaragency.com ⸻ Want to Visit or Send Us Mail? Farm & Office: 8371 Lower Lake Road Crescent City, California 95531 Farm Store & Egg Ranch: 7955 Bailey Road Crescent City, California 95531

In this episode of GroceryPulse , host George Goodwin sits down with Kelly Damewood , CEO of California Certified Organic Farmers (CCOF) , to unpack the future of organic farming, certification, and consumer trust . Together, they explore how organic and regenerative agriculture can become the norm —not the exception—through smart certification, clear communication, and authentic leadership. Kelly shares her personal journey from suburban roots to leading the charge for organic integrity , revealing the challenges and triumphs of organic certification and what it really takes to support small farmers, CPG brands, and retailers in this movement. The conversation also highlights consumer behavior trends around organic food, the importance of signage and in-store education , and how CCOF is helping the grocery and CPG industries evolve to meet growing demand for transparency, sustainability, and soil health . Whether you’re a retailer , CPG founder , or just passionate about sustainable agriculture , this episode will help you understand the political, environmental, and personal sides of the organic journey . Key Takeaways: ✅ Organic farming empowers small producers to enter the market.✅ Signage in stores can significantly boost organic sales.✅ Organic certification is a tool for trust and transparency.✅ Millennials and families are driving growth in organic demand.✅ Regenerative agriculture is gaining momentum but lacks universal certification.✅ Educational initiatives and scholarships are crucial for the next generation of organic farmers.✅ Visiting farms provides deeper understanding of sustainable practices.✅ Building trust and community is essential for long-term organic growth.✅ “Food is medicine” is a growing movement tied to organic farming.✅ Authenticity and vulnerability are keys to effective leadership. Chapters: 00:00 – Introduction to Organic Farming and Certification 02:47 – Kelly’s Journey into Organic Agriculture 06:06 – Consumer Trends in Organic Food 09:05 – The Role of Signage in Organic Sales 11:52 – Navigating Political Landscapes in Organic Agriculture 15:08 – Understanding the Ideal Organic Customer 17:51 – Certification for Various Stakeholders 20:54 – Challenges for CPG Companies in Going Organic 24:08 – Educational Initiatives and Scholarships in Organic Agriculture 26:57 – Clarifying Organic vs. Other Labels 30:41 – The Integrity of Organic Farming 32:14 – The Rise of Regenerative Agriculture 35:12 – Personal Insights and Practices 36:07 – Quickfire Favorites and Rituals 39:11 – Leadership Lessons and Authenticity 40:27 – Memorable Farm Visits and Experiences 42:05 – Connecting with Industry Leaders 44:05 – Call to Action and Closing Thoughts 🎧 Listen Now: Spotify Apple Podcasts More platforms & show notes Want to be featured on GroceryPulse? 📧 Email us at podcast@innovaragency.com 🌿 Learn more about CCOF at 👉 ccof.org

In this episode of GroceryPulse , host George Goodwin sits down with Deborah Sanchez , an HR consultant with nearly 20 years of experience advising C-suite leaders at one of California’s largest utility companies. From her beginnings as a young mom seeking stability to now shaping corporate HR strategy, Deborah shares powerful insights on employee retention, mentorship, workplace culture, and leadership grounded in compassion . Whether you're managing a growing grocery team, launching a CPG brand, or navigating hiring and retention in a post-COVID world—this conversation delivers actionable advice and inspiring stories that apply across industries. 🔥 Topics We Cover: • How mentorship drives professional growth • Balancing AI with the human side of HR • Why experience > education in many hiring decisions • The ROI of compassion and appreciation in leadership • Building workplace cultures that support inclusion and retention • What grocery and CPG leaders can learn from corporate HR 🎯 Key Takeaways: ✅ Compassionate leadership increases loyalty & productivity ✅ Experience often outweighs credentials in hiring ✅ AI is a tool—not a replacement—for human interaction ✅ Employee growth, not just evaluations, builds culture ✅ Family-oriented culture improves morale & retention ✅ Transparency, benefits, and recognition matter more than ever ✅ Hiring local builds community connection & workplace diversity 🎧 Chapters: 00:00 – Introduction to HR and Deborah’s Journey 03:07 – The Power of Mentorship in Career Growth 05:54 – Hiring: Why Experience Beats Credentials 08:57 – What Really Drives Employee Satisfaction 12:09 – Evaluations and Feedback that Actually Help 15:10 – Work-Life Balance: Retaining Your Best People 17:57 – Post-COVID Return to Office Trends 21:09 – The Role of AI in Modern HR 24:00 – Diversity, Inclusion, and Innovation 26:53 – HR Trends Shaping the Future 43:06 – Cultivating Diversity with Integrity 45:15 – Aligning Company Values with People Needs 46:37 – Meeting Employees Where They Are 49:20 – Empowering Diverse Talent 51:49 – Traits of High-Performing Team Members 54:45 – Compassion in the Workplace 57:27 – Fire Chat Round: Rapid HR Wisdom 01:03:00 – How Data & Analytics Drive Better HR Decisions 📌 Don’t Miss These Fire Chat Topics: Self-checkout vs. the human touch Hybrid vs. remote recruiting High-performing team member traits The impact of small gestures (like keychains!) Compassion as a business strategy 💼 About the Guest: Deborah Sanchez is an HR strategist, mentor, and leadership consultant with two decades of hands-on experience helping teams thrive. Her work focuses on bridging generational and cultural gaps in the workplace through inclusion, authenticity, and data-backed leadership. 🧠 Sound Bites to Share: "Employees want to grow." "Compassion is pretty important." "A team can make you or break you." "Diversity can push a company’s innovation." "Appreciation and compassion go a long way." 🎯 Keywords / Tags for SEO (YouTube): HR, employee satisfaction, workplace culture, mentorship, leadership in HR, AI in HR, employee retention, grocery industry, CPG team building, diversity and inclusion, remote hiring, team dynamics, HR podcast, HR strategy, GroceryPulse Podcast, George Goodwin, company culture, data analytics HR, compassion in leadership, hybrid teams, employee growth, post-COVID workplace 📬 Want to be featured or sponsor an episode? Email: podcast@innovaragency.com 🔔 Subscribe & Follow for more insights from grocery, CPG, and leadership innovators.