Shelf Space

Connor Macpherson and Luke Anthony
  • 5.0 (1)
  • Entrepreneurship
  • Updated Weekly

Conversations with CPG founders at the top of their game. Gathering unique insights and having impactful conversations to help guide the next generation of founders.

  1. From Selling Ginger Beer to Beating Fever Tree - Atlas Cheek on Lady Bird's Rise

    37 mins ago

    From Selling Ginger Beer to Beating Fever Tree - Atlas Cheek on Lady Bird's Rise

    Atlas Cheek didn’t set out to build a soda brand. He set out to build a premium mixer company after losing his job at a struggling Texas distillery, and ended up stumbling into one of the fastest growing better for you soda stories in the country.In this episode, Atlas breaks down his path from selling wine in the middle of the Great Recession, to being one of the first four employees at Fever Tree USA, to co-founding Lady Bird out of pure hardship with Waterloo Sparkling Water co-founder Daniel Barnes. He gets into the accidental pivot from mixers to soda after watching moms and kids drink his product straight, the case mix-up that had distributors delivering the wrong SKUs to retailers, the credit card swipe that got the whole thing moving, and the undisclosed acquisition that happened three and a half years after founding the company.Topics covered:Landing in the wine and spirits industry by accidentLearning premium mixers from Fever Tree USA’s former CEOWhy the company almost got named Blue Bonnet, Yellow Rose, or Atlas Mixer CoThe case mix-up that had distributors shipping the wrong Lady Bird SKUs to retailersDiscovering the soda opportunity by watching how customers actually used the productRaising a seed round from friends, family, and skin in the gameLanding Walmart and HEB, and setting up shop next to Poppy at Expo WestGetting secretly acquired and what a five year, $200 million goal looks like from hereConnect with Atlas Cheek: https://www.linkedin.com/in/atlas-cheek-54a79a37/Shop Lady Bird Soda: https://www.drinkladybird.comConnect with Connor Macpherson: https://www.linkedin.com/in/connor-retail/Connect with Luke Anthony: https://www.linkedin.com/in/luke-anthony-🍵-394052131/Powered by Plus Forty: http://plusforty.co/Book a call with Plus Forty: https://calendly.com/d/cr89-stz-hcy/shared-booking-link

    1hr 12min
  2. Leaving One Rocket Ship To Build Another - Shannon Race on Vital Proteins, CAVU, and Bio.me

    29 June

    Leaving One Rocket Ship To Build Another - Shannon Race on Vital Proteins, CAVU, and Bio.me

    She was employee #10 at Vital Proteins. When she left, the brand was closing in on $400M in sales and had just landed Jennifer Aniston as a spokesperson. In this episode, Shannon Race takes us behind the scenes of one of the most remarkable brand stories in the supplement industry. From the early days when collagen was too taboo for media to touch, to a nine-figure acquisition by Nestle Health Sciences. Then she unpacks what came next: working inside CAVU's venture fund, advising the brands that would go on to define the next era of CPG, and ultimately making the leap to founder herself with Bio.me - a fiber supplement brand built on the premise that one of the most essential nutrients in the human diet has been catastrophically misunderstood. Shannon breaks down: How Vital Proteins cracked mainstream media in a category nobody wanted to coverThe Jennifer Aniston story - from a pin-drop moment on Day 1 to a landmark brand dealWhat she saw inside CAVU's portfolio (including early Poppi) that shaped her approach to brand buildingWhy fiber is the next category ripe for disruption and what Metamucil got wrong for 100 yearsHow Bio.me landed in Sprouts, Whole Foods, Walmart, and Target within three yearsHer honest take on AI, Claude, and where founders should draw the lineThis is a masterclass in category creation, brand education, and knowing when to bet on yourself. Connect with Shannon Race: https://www.linkedin.com/in/shannon-race-66138351/ Connect with Bio.me: https://www.linkedin.com/company/bio-me-llc Visit Bio.me Website: https://bio.me Connect with Connor Macpherson: https://www.linkedin.com/in/connor-retail/ Connect with Luke Anthony: https://www.linkedin.com/in/luke-anthony-%F0%9F%8D%B5-394052131/ Powered by Plus Forty: http://plusforty.co/ Book a call with Plus Forty: https://calendly.com/d/cr89-stz-hcy/shared-booking-link

    1hr 7min
  3. $3M in 47 Days - Jay Hunter on Launching K2O With Kylie Jenner

    25 June

    $3M in 47 Days - Jay Hunter on Launching K2O With Kylie Jenner

    Day 47. $3 million in sales. A product backed by Kylie Jenner and Kris Jenner. And a CEO who's only just getting started.Jay Hunter spent seven years scaling MaryRuth's from a scrappy Amazon-first brand into one of the biggest names in wellness supplements - going from Amazon director to CRO overseeing a team of 50 across ecom, marketing, paid media, influencers, and analytics. Then Kylie Jenner's team came calling. In this episode, Jay pulls back the curtain on what it's really like to join a celebrity-founded brand, build a team from scratch, and launch K2O - Sprinter's functional beauty hydration extension - in real time. He's sharing the exact numbers, the exact strategy, and the exact management frameworks that are driving results at a speed most brands never see. This one is loaded with frameworks, fire, and zero filter. If you're building a CPG brand, managing a team, or just trying to figure out how to win faster - Jay's your guy.What we get into:  Seven years at MaryRuth's - from Amazon director to CRO and what that journey looked like How the Kylie Jenner opportunity came about and why he said yes K2O in 47 days - $3M in sales, a new team, and a brand built from scratch The PPP framework - how Jay runs weekly reporting across his entire team TikTok Shop and Amazon first, retail second - the go-to-market philosophy behind K2O How Jay identifies A players - the only two things he actually looks for in interviews Why he prefers in-house hires over agencies every single time Managing a board that includes Kris Jenner, Reed and some of the biggest names in the space Going fully remote and building a global team including Filipino talent The $250M three-year goal and what it takes to get thereConnect with Jay Hunter: https://www.linkedin.com/in/jay-m-hunter/Connect with Sprinter / K2O: https://www.linkedin.com/company/sprinter-spiritsVisit K2O Website: https://drinksprinter.comConnect with Connor Macpherson: https://www.linkedin.com/in/connor-retail/Connect with Luke Anthony: https://www.linkedin.com/in/luke-anthony-%F0%9F%8D%B5-394052131/Powered by Plus Forty: http://plusforty.co/Book a call with Plus Forty: https://calendly.com/d/cr89-stz-hcy/shared-booking-link

    58 min
  4. From Kind Snacks to Baking Mixes - Lindsay Hancock on Launching My Better Batch

    19 June

    From Kind Snacks to Baking Mixes - Lindsay Hancock on Launching My Better Batch

    She sold her last company to Kind Snacks. Then Mars bought Kind. Then she quit, had no insurance, was a single mom of two, and started all over again. Lindsay Hancock is the founder of My Better Batch, a premium clean-ingredient cookie mix brand now landing in major US national retailers - and she's just getting started. But the backstory is what makes this one unmissable. From Employee #1 at Creative Snacks, to selling to Kind Snacks. Then Mars bought Kind. Then she quit, had no insurance, was a single mom of two, and started all over again. In this episode, she breaks down how she spotted the gap nobody else was filling in the baking aisle, why she cold-pitched co-manufacturers the same way she pitched retailers, and the wild story of how a national retailer buyer emailed her out of nowhere because her boyfriend made the cookies and thought he was a genius chef. If you're building in CPG, thinking about retail, or just need a reminder that starting over isn't the end of the story - this episode is for you. What we get into: Growing Creative Snacks from zero to $60M and selling to Kind SnacksNavigating two acquisitions and why big company life wasn't for herThe personal reset at 40 that led to My Better BatchWhy the baking aisle is the most under-innovated shelf in the grocery storeFinding a co-manufacturer willing to take a bet on an emerging brandThe Target Takeoff program and what it actually means for a brand relationshipHow she pitches retailers with a category lens, not just a product storyThe buyer who got emailed cookies made by her boyfriend - and how that landed a national listingWhat the rest of 2026 looks like and where My Better Batch is headed Connect with Lindsay Hancock: https://www.linkedin.com/in/lindsay-hancock-baa26793/ Connect with My Better Batch: https://www.linkedin.com/company/mybetterbatch Visit My Better Batch Website: https://mybetterbatch.com Connect with Connor Macpherson: https://www.linkedin.com/in/connor-retail/ Connect with Luke Anthony: https://www.linkedin.com/in/luke-anthony-%F0%9F%8D%B5-394052131/ Powered by Plus Forty: http://plusforty.co/ Book a call with Plus Forty: https://calendly.com/d/cr89-stz-hcy/shared-booking-link

    1hr 4min
  5. Partnering with Harry Kane, Sainsbury's & More - Al Duffield on Scaling Vital

    17 June

    Partnering with Harry Kane, Sainsbury's & More - Al Duffield on Scaling Vital

    Harry Kane backed this brand. Four retailers in four months. And it all started with Google.Al Duffield, founder of Vital, didn't follow the typical CPG playbook. No splashy ad campaigns. No army of junior hires. Just a relentless focus on proving the concept - one contract caterer at a time - before walking into supermarket boardrooms with receipts.In this episode, Al breaks down how Vital went from zero to listings in Sainsbury's, Morrisons, Ocado, Breaks, and Foodbuy Compass, why they partnered with Harry Kane ahead of the World Cup, and what most functional drinks brands are getting completely wrong about the mass market.He's brutally honest about the early mistakes, the investors they wished they'd avoided, and the unconventional team structure that's quietly outperforming everyone around them.If you're building a CPG brand, trying to crack UK retail, or just obsessed with what it actually takes to scale - this one's unmissable.What we get into: Propercorn's hypergrowth era and what Al took from itWhy they launched in vitamins first - and what he'd do differentlyGoogle as their proof of concept and how it opened supermarket doorsThe real story behind the Harry Kane partnershipPoint-of-purchase vs. above-the-line - where the money actually worksSenior freelancers over junior full-timers - the Vital team modelThe investor who asked "have you thought about Tesco?"Early mornings, daily runs, and life at the tipping point between firefighting and growthConnect with Al Duffield: https://www.linkedin.com/in/al-duffield-40b207116Connect with VITAL Drinks: https://www.linkedin.com/company/vital-drinksVisit VITAL Drinks Website: https://vital-drinks.co.uk Connect with Connor Macpherson: https://www.linkedin.com/in/connor-retail/Connect with Luke Anthony: https://www.linkedin.com/in/luke-anthony-%F0%9F%8D%B5-394052131/ Powered by Plus Forty: http://plusforty.co/Book a call with Plus Forty: https://calendly.com/d/cr89-stz-hcy/shared-booking-link

    1hr 10min
  6. Walking Away From Millions to Build Something That Matters – Charlotte Langley on Nice Cans

    9 June

    Walking Away From Millions to Build Something That Matters – Charlotte Langley on Nice Cans

    What happens when you walk away from a multi-million dollar tech-bro business model to bootstrap a lean CPG brand from scratch?In this episode, we sit down with Charlotte Langley, founder of Nice Cans, to unpack the unfiltered truth about building a sustainable consumer product goods brand. After navigating the high-pressure, venture-backed growth trap with her previous brand, Scout, Charlotte decided to change the game. She rejected the traditional venture capital playbook to launch Nice Cans with just $90K—and still hit major retail targets like Sprouts, Kroger, and Erewhon.We dive deep into the reality of the premium retail grind, why scaling too fast is a trap that breaks most founders, and how Nice Cans is driving massive profit margins by capitalizing on the booming "Hot Girl Tin Fish" economy using sustainable CPG waste streams. If you want to learn how to build a high-margin, independent business on your own terms without sacrificing cash flow to investors, this anti-VC playbook is for you.💡 Key Takeaways From This Episode:→ Why shortcuts cause massive accidents in retail distribution.→ The exact $90K blueprint used to launch into national grocery chains.→ How to source sustainable growth and navigate complex CPG supply chains.→ The operational reality of exiting a rapid-scale venture to build something that matters.📌 Subscribe to the podcast for more raw, unfiltered CPG growth strategies and founder breakdowns.#CPG #Bootstrapping #Venture Capital #NiceCans #RetailGrowth #Entrepreneurship #BusinessStrategy #SustainableBusiness

    45 min
  7. 1,200 New Doors in Two Months – How the Coaqua Bros Turn Trade Show Energy Into Mass Retail

    5 June

    1,200 New Doors in Two Months – How the Coaqua Bros Turn Trade Show Energy Into Mass Retail

    How do you walk out of a trade show with 1,200 new points of distribution? In this episode of Shelf Space, hosts Connor Macpherson and Luke Anthony sit down with Justin and Tony, the powerhouse "Coco Bros" behind Coaqua. They share the raw, unfiltered journey of taking a premium coconut water brand from a passion project to dominating shelves at major retail hubs like Sprouts, Circle K, Wegmans, and Giant. The boys unpack the high-stakes world of CPG (Consumer Packaged Goods), explaining why they took a massive gamble on a radical, neon-yellow rebrand that completely disrupted the crowded coconut water category. From scaling up production via a custom BPO setup in the Philippines to turning face-to-face trade show hustle into immediate purchase orders, this episode is a masterclass in CPG strategy, athlete mindset, and retail expansion. What We Discuss in This Episode: The Coaqua Origin Story: How a trip to New Zealand inspired a premium coconut water hustle. Category Disruption: Why they abandoned safe packaging for a radical, "contrarian" rebrand that pops off the shelf. Cracking Convenience & Grocery: The strategy behind scaling to 800+ Circle K doors and surging to the #1 velocity spot at Giant. Building a Built-to-Scale Team: Leveraging high-level operations talent in the Philippines and giving employees equity. The Trade Show ROI Debate: How the Coaqua Bros turn Expo West and KeHE shows into immediate mass distribution. Mission-Driven Scale: Giving back via the Bikes for Kids Foundation. Connect with Coaqua: Website: https://www.drinkcoaqua.com/?srsltid=AfmBOoqAh8VEU4ZiHX_6jtlVWOxPn8EfezXPU0esmLWwDSVBTp2ZmVK0 Instagram: https://www.instagram.com/coaqua/ Follow the Shelf Space Podcast: Subscribe to the channel for more CPG insights! LinkedIn:https://www.linkedin.com/company/plus-forty #CPG #RetailExpansion #Entrepreneurship #ExpoWest #MassRetail #CoconutWater #BusinessGrowth #ShelfSpacePod

    1hr 4min
  8. How Heaps Normal Took on Heineken - Tim Snape on Challenging Big Beer

    25 May

    How Heaps Normal Took on Heineken - Tim Snape on Challenging Big Beer

    Can an independent, non-alcoholic Aussie beer brand out-rank Heineken at Coles and Woolworths? 🍻 In this episode of Shelf Space, we sit down with Tim Snape, Head of Brand at Heaps Normal, to unpack how a tiny startup grew into one of Australia's top-performing non-alcoholic beer brands. Tim shares the unconventional strategies they used to disrupt a category dominated by corporate giants, all while staying 100% independent and B Corp certified. We dive deep into how they cracked the retail code, their unique cultural alignment with the music industry (including a not-for-profit record label and a Sydney live music venue), and how they are appealing to a sober-curious Gen Z without being "preachy." • Challenging Big Beer: How Heaps Normal out-ranks Heineken at major retailers.• The Anti-Wellness Approach: Why advocating for balance, not absolute sobriety, unlocked their mass appeal.• Retailer Relationships: The pitch that convinced Coles and Woolies to subsidize alcoholic revenue with non-alc alternatives.• Culture-Led Growth: Building a community through music, their own record label, and strategic investors like Robbie Williams.• The Future of Consumption: Navigating the lowest alcohol consumption rates on record and exploring future functional categories. Heaps Normal is an independent, Australian-owned non-alcoholic beer brand on a mission to shift drinking culture toward mindfulness and balance. Learn more: https://heapsnormal.com/ Subscribe to Shelf Space for more deep dives into the minds behind the world’s most disruptive consumer brands. #HeapsNormal #NonAlcoholicBeer #ShelfSpace #CPG #MarketingStrategy #RetailGrowth #AussieStartups

    49 min
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About

Conversations with CPG founders at the top of their game. Gathering unique insights and having impactful conversations to help guide the next generation of founders.

Information

  • Creator
    Connor Macpherson and Luke Anthony
  • Years Active
    2K
  • Episodes
    13
  • Rating
    Explicit
  • Copyright
    © Connor Macpherson and Luke Anthony
  • Show Website
    Shelf Space

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