Food Business Marketing Podcast – Brand Strategy Decisions for Strategic Growth

Katie Mleziva (Real Food Brands) & Clint Matthews (Start Right Foods)
  • 4.9 (58)
  • Entrepreneurship
  • Updated Biweekly

Looking for ways to grow your natural food business or family farm business into a strong local, regional or national brand? Find actionable tips and insights from Food Brand Strategist, Katie Mleziva, to DEFINE, ALIGN, & ACTIVATE your brand strategy to set your food brand apart and align everything you do around that North Star. You will also hear from Clint Matthews, cofounder of Start Right Foods, about food business sales strategy. Clint has a unique perspective and useful tips about working with buyers, brokers, distributors and more. Focusing on cohesive, compelling, and consistent food branding and sales will help you build a business you love and make meaningful connections with your ideal audience, team, buyers, suppliers, influencers, and investors. The Food Business Marketing Podcast (formally known as the Real Food Brands Marketing Podcast) answers critical food business strategy questions that will help food entrepreneurs take a brand-first approach, including these Top 10 questions: 1) What sets my food business apart? 2) How do I prioritize all my different ideas for my food business? 3) Who is the ideal customer for my food business? 4) What is brand strategy and brand management? 5) How can I lead my team to help build a strong brand? 6) What is a step-by-step approach to define my food brand? 7) What is the difference between a product feature and a consumer benefit? 8) How to create an impactful customer journey map for my food business? 9) What is a good marketing plan for a food business? 10) What's the best sales strategy to grow my natural food business? Let's go shake up shopping carts! Katie Brought to you by Real Food Brands (www.RealFoodBrands.com) and hosted by Katie Mleziva. Join Katie and other food business owners to continue the conversation by joining the free Real Food Brands Marketing Round Table group on Facebook!

  1. 188. How to Build a Brand People Trust

    6d ago

    188. How to Build a Brand People Trust

    What makes you trust a brand? It's usually not one big thing. It's the repeated experience of seeing a brand show up consistently over time — through the packaging, product, messaging, the customer experience, the team, and allll the little details in between. In this episode, Katie Mleziva (RealFoodBrands.com) and Clint Matthews (StartRightFoods.com) explore how trust is built through cohesive, consistent brand experiences...and why alignment inside your business matters to what customers see on the outside. As a follow-up to recent episodes related to the "define" part of Katie's Define, Align, & Activate framework, this conversation focuses on what happens next: aligning your team, partners, and day-to-day decisions around what you want your brand to be known for… then activating that strategy consistently across the business. Because strong brands reinforce the key thing they want to be known for over and over again. In this episode, you'll hear: Why consistency builds trust over time The difference between alignment and activation How cohesive brand experiences create recognition Why repeated touchpoints shape brand perception The role team members and partners play in your brand How familiarity influences buying decisions Why strong brands feel intentional The connection between trust and customer experience Key Takeaway People trust brands that feel clear, cohesive, and consistent. And that doesn't happen accidentally! We can be intentional about how that happens when your business is aligned around what you want to be known for and reinforces it through repeated experiences over time. Links & Resources: • 📧 Weekly Email Newsletter • 🔗 Connect on Instagram If this episode gave you a new way to think about building your business, please share it with another food business owner who is working to build a brand that makes a positive impact. Let's go shake up shopping carts, together!

    13 min
  2. 187. What Do You Want Your Brand to Be Known For?

    May 20

    187. What Do You Want Your Brand to Be Known For?

    If your brand is trying to communicate everything, people may remember nothing. In this episode, Katie Mleziva (realfoodbrands.com) and Clint Matthews (startrightfoods.com) talk about the power of focus — and why strong brands know what they want to be known for instead of trying to say everything to everyone. Building on recent episodes about purpose, vision, values, and listening to your consumers and competitors to inform your market success, this conversation explores how focus helps create clarity across your products, messaging, packaging, marketing, customer experience... everything you do! Katie also connects the conversation to positioning and brand pillars, explaining how they help guide decisions, reinforce consistency, and keep brands from getting pulled in too many directions. In this episode, you'll hear: Why clarity is the result of focus How trying to communicate too many things can create confusion Why consistency helps brands become more memorable How positioning and pillars help guide decision-making Why focus is meant to create freedom, not limit creativity Plus, Clint shares how Start Right Foods gained traction after narrowing their focus and aligning around what they wanted to be known for in the market. If you want additional insights and practical ways to turn your ideas into action, make sure you're signed up for Katie's newsletter (see below). Links & Resources: • 📧 Weekly Email Newsletter • 🔗 Connect on Instagram   🎙️Episodes mentioned --> 101. Brand Strategy 101: Positioning Your Brand to Stand Out --> 165. Brand Pillars: The Backbone of Your Brand That Makes a Major Impact   If this episode gave you a new way to think about building your business, please share it with another food business owner who is working to build a brand that makes a positive impact so we can shake up shopping carts, together! Katie Mleziva  Food Brand Strategist

    15 min
  3. 186. Make Your Brand Easier to Choose: The Cheesecake Factory Factor

    May 13

    186. Make Your Brand Easier to Choose: The Cheesecake Factory Factor

    Too many choices (or unclear choices) can create friction for people to make a decision. So, the brands that win are often the ones that make decisions feel easier. Sometimes being clear and easy to choose means knowing what to say… and what NOT to say. In this episode, Katie Mleziva (RealFoodBrands.com) and Clint Matthews (Start Right Foods) unpack the concept of decision fatigue and how it impacts things like shopper behavior, packaging, product assortments, and buying decisions. You'll hear: • Why more choices, words, and icons are not always better • The Cheesecake Factory "decision overload" example • How shoppers make different decisions throughout a shopping trip • Why packaging has to work so hard...even after popping on the shelf • If Clint or Katie could better handle judging 25 cheesecakes in a contest without decision fatigue setting in • The importance of communication hierarchy • The famous "jam study" and what it tells us about consumer behavior • How products move from shelf → cart → pantry/fridge/freezer → repeat • A course Katie is taking through Texas A&M called Advanced Behavioral Economics -- she's loving it!  Katie also shares details about her free live Brand Strategy Q&A happening May 20, 2026.    Links & Resources: • 🗓️ Sign up for the free Brand Strategy Q&A • 📧 Weekly Email Newsletter • 🔗 Connect on Instagram • 🎙️Episodes mentioned --4Ps of Sales Series Spotify Playlist --Ep 114. Intentional Marketing: Getting ON the shelf, IN the cart, and OUT of the pantry/fridge/freezer • When Choice is Demotivating: Can One Desire Too Much of a Good Thing? (aka "The Jam Study") If this episode gave you a new way to think about shopper behavior, packaging, or brand clarity, please share it with another food business owner who is working to build a brand that makes a positive impact. Let's go shake up shopping carts!

    18 min
  4. 185. Listening to Understand Your Market & Guide Your Food Brand

    May 6

    185. Listening to Understand Your Market & Guide Your Food Brand

    You might be a good listener, but are you a strategic listener? In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore how to use listening as a strategic tool—not to collect more ideas, but to gain clarity and guide your brand decisions as you optimize and grow. Building on recent episodes about defining your version of success and clarifying your purpose, vision, and values, this conversation shifts outward—focusing on how to better understand your market through what you're already hearing and also where to listen more intentionally. From buyer conversations to consumer feedback to observing the competitive landscape, this episode will help you think differently about where insight can come from and how to use it. In this episode, you'll hear: Why listening is about understanding and making decisions, not just collecting opinions or adding to your idea list How buyer conversations can reveal what's happening in your category Ways to "listen" to consumers beyond direct conversations What you can learn from competitors—without copying them The difference between one-off feedback and meaningful patterns How to use what you're hearing to guide your brand as you grow What this means for your business: As you're working to build clarity in your brand, listening becomes a way to proactively understand your market—not just react to it. When you start paying attention to patterns, language, and real-world feedback, you can: Refine how you show up as the brand you want to build Spot some opportunities you might have missed Move forward with more direction and confidence What's next: Once you begin to understand your market more deeply, you can start to define what you want your brand to be known for—and how to consistently bring that to life. Continue the conversation: If you want a simple way to capture what stands out and turn ideas into action, make sure you're on Katie's newsletter email list. She'll share a quick recap in writing and help you apply what you hear on Ep 185, and every episode! You can get access to the newsletter and find links to everything else at www.realfoodbrands.com. Let's Connect! Connect with Katie Mleziva on LinkedIn or ➡️ Set up an intro call here if you're ready to talk about prioritizing your ideas as you work to build a strong brand. Let's Go Shake Up Shopping Carts! Katie Mleziva – Host & Food Brand Strategist

    18 min
  5. 184. What Is YOUR Version of Success in Your Food Business?

    Apr 29

    184. What Is YOUR Version of Success in Your Food Business?

    What does success actually look like for you—and are you building your food business around it? If you haven't clearly defined your own version of success, it's easy to end up chasing someone else's without even realizing it. For the first part of our lives, success is defined for us—the next milestone, the next step. Good grades, good performances. But as business owners, that structure disappears… and we're left to figure it out on our own. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) unpack how making sure you're defining your own version of success will impact how you make decisions. They also share how their own definitions of success have evolved over time—and how those definitions directly shape the decisions they make in their businesses today. Because success isn't one-size-fits-all. But when it's undefined, it leads to comparison, second-guessing, and misalignment. And when it's clear? Your brand, your strategy, and your decisions start to fall into place. In This Episode, We Cover: Why success feels clearly defined when we're younger—and why that changes as a business owner How your definition of success influences your daily decisions Real examples of how evolving priorities shift business direction The difference between building a business that looks successful vs one that actually fits your life Why defining success is the foundation for a clear, aligned brand Katie's recommendation on where to start Key Takeaway: If you don't define success for yourself, you'll default to someone else's definition, and that's where misalignment starts. What's Next: If you're ready to define YOUR version of success and start building a brand around it, Katie put together a simple way to get started with your purpose, vision, and values. 👉 Join Katie's weekly newsletter list to get access here. Every week Katie walks you through putting these insights and your ideas into action...becuase you don't need more ideas, you need to prioritize them based on your goals so you can make more confident decisions in your business. Note: if you're listening after 5/1/26, just send Katie an email katie@realfoodbrands.com, and she'll share the newsletter issue with you.

    15 min

  6. Apr 22

    183. Is Luck Random or About Being Ready?

    How preparedness, alignment, awareness, and resilience lead to luck. It's easy to look at other brands and assume they just got lucky. They met the right person. They were in the right place. They caught the right opportunity. But when you take a closer look, that's usually not the full story. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) talk through why two businesses can have similar opportunities but very different outcomes. This isn't about pure luck; it's about how prepared, focused, and aligned you are when those opportunities show up. In this episode, you'll hear: Why luck is often a reflection of preparation and past experience Why CLARITY and ALIGNMENT help you recognize and act on opportunities faster How setbacks actually build readiness for future opportunities The role of curiosity, relationships, and follow-through in creating momentum Why "the greatest thing since sliced bread" didn't happen overnight. 💡 Key takeaway: Opportunities happen—but what happens after that isn't random. When your brand is clear and aligned, it helps you recognize the right opportunities and people, make better decisions, and follow through in a way that ultimately leads to growth. 🗣️ Continue the conversation Follow along on Instagram and let us know —> Do you think of success in business as luck, preparation, or something else? 📝 Apply What You Heard - Get the Newsletter If you want to work on building a brand that's clear, aligned, and adds value across your business, join Katie's weekly newsletter list at RealFoodBrands.com. Each week, you'll get a short, strategic reflection to help you think more clearly and take aligned action as you grow.

    14 min
  7. 182. Your Brand Adds Value Across Your Business (Not Just Marketing)

    Apr 15

    182. Your Brand Adds Value Across Your Business (Not Just Marketing)

    Most food business owners think of their brand as a marketing tool, but what if it's actually one of your most valuable business assets? IT IS! In this episode, Katie Mleziva (Real Food Brands) shares highlights from a recent training she gave for the Food Finance Institute's GROW series, where she explored how brand strategy impacts how effectively your business runs on a day-to-day basis. When your brand is clear and aligned, it doesn't just help you grow—it helps you operate more efficiently, make better decisions, and build a more valuable business over time. 🎧 In this episode, you'll hear: Three elements that help you build a valuable brand How a clear brand reduces price sensitivity and builds customer loyalty How a strong brand improves decision-making across your business Where brands lose time and money through rework, revisions, and lack of alignment Why your brand strategy is a margin driver—not just a marketing expense Stay tuned for more brand-building episodes each Wednesday! 📩 Want to keep going? If you want support working through your brand strategy, Katie offers 1:1 workshops, 6-week coaching, and a more in-depth Brand Success System to help you define, align, and activate your brand in a way that actually drives your business forward. ➡️ Set up an intro call here if you're ready to talk about your vision.   Let's Connect!  1) Connect with Katie Mleziva on LinkedIn. 2) Join Katie's weekly newsletter HERE 3) Follow along on Instagram for more – @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva – Host & Food Brand Strategist

    14 min
  8. 181. Build a Brand That Adapts While Staying True to Its Core - Kasondra Shippen Flax 4 Life

    Apr 15

    181. Build a Brand That Adapts While Staying True to Its Core - Kasondra Shippen Flax 4 Life

    Flax 4 Life is a 25-year-old brand that has adapted to changing consumer needs and market realities, while staying grounded in the core of what the brand stands for...and I'm slightly obsessed with their blueberry flax muffins! ➡️➡️➡️ This episode is part of a 3-part series on examples of what it looks like to build a strong brand. Check out Ep 179 and 180 in the series after you listen to this. In this episode, I'm joined by Kasandra Shippen, CEO of Flax 4 Life—a national family-built brand rooted in multi-generational baking and a deep commitment to better-for-you products. Fun Fact: They were one of the first certified gluten-free companies in the US! We talk about how Flax 4 Life has adapted over time—responding to family health needs, evolving consumer expectations, and even market shifts like rising egg prices—while staying true to what made the brand work in the first place. This is a fantastic example of what it looks like to lead a brand over time: not by completely reinventing it, but by adapting with intention and innovation. Key Takeaway A strong brand gives you the clarity to adapt. When you know what you stand for, you can evolve your products, respond to change, and make new decisions without losing your direction. What You'll Hear How family health challenges helped shape the foundation of Flax 4 Life Why they've always focused on nutrition and flavor—not just "free-from" positioning How rising egg prices + consumer needs led to a new allergen-friendly innovation partnering with Plantible The role of new ingredients in adapting their product line How to evolve your products without losing your brand foundation Why education and communication remain ongoing challenges Walmart's Open Call experience What's Next This episode wraps up our 3-part series on building strong brands. If you haven't listened yet: Listen to this first - Episode 181 Go back to Episode 179: Build a Brand That Grows With the People You Serve Then listen to Episode 180: Build a Brand That Solves a Real Need Together, these three episodes walk through how to build a brand that grows, solves real problems, and adapts over time—while staying grounded in what matters most. ...Stay tuned for more brand-building episodes each Wednesday! 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. 🌟 Rate and Review—we might give you a shoutout! And if you haven't already, a review goes a long way in helping more people find the podcast. We appreciate it and may give you a shoutout! Likewise, if you have any ideas to optimize the podcast, please email us directly at Katie@realfoodbrands.com. LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Follow along on Instagram for more – @realfoodbrands 4) Check out Flax 4 Life! Let's Go Shake Up Shopping Carts! Katie Mleziva – Host & Food Brand Strategist

    22 min
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4.9
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About

Looking for ways to grow your natural food business or family farm business into a strong local, regional or national brand? Find actionable tips and insights from Food Brand Strategist, Katie Mleziva, to DEFINE, ALIGN, & ACTIVATE your brand strategy to set your food brand apart and align everything you do around that North Star. You will also hear from Clint Matthews, cofounder of Start Right Foods, about food business sales strategy. Clint has a unique perspective and useful tips about working with buyers, brokers, distributors and more. Focusing on cohesive, compelling, and consistent food branding and sales will help you build a business you love and make meaningful connections with your ideal audience, team, buyers, suppliers, influencers, and investors. The Food Business Marketing Podcast (formally known as the Real Food Brands Marketing Podcast) answers critical food business strategy questions that will help food entrepreneurs take a brand-first approach, including these Top 10 questions: 1) What sets my food business apart? 2) How do I prioritize all my different ideas for my food business? 3) Who is the ideal customer for my food business? 4) What is brand strategy and brand management? 5) How can I lead my team to help build a strong brand? 6) What is a step-by-step approach to define my food brand? 7) What is the difference between a product feature and a consumer benefit? 8) How to create an impactful customer journey map for my food business? 9) What is a good marketing plan for a food business? 10) What's the best sales strategy to grow my natural food business? Let's go shake up shopping carts! Katie Brought to you by Real Food Brands (www.RealFoodBrands.com) and hosted by Katie Mleziva. Join Katie and other food business owners to continue the conversation by joining the free Real Food Brands Marketing Round Table group on Facebook!

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