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

Katie Mleziva (Real Food Brands) & Clint Matthews (Start Right Foods)
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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. 174. From Small Talk to Big Results: Making Conversations Count At Industry Events (Expo West & Beyond!)

    3D AGO

    174. From Small Talk to Big Results: Making Conversations Count At Industry Events (Expo West & Beyond!)

    Whether you're walking the floor or standing behind a booth, the brands that get the most out of trade shows aren't always the ones having the most conversations — they're the ones making the right conversations count. With Expo West underway, Katie and Clint share practical, strategic ways food business owners can show up prepared (not scripted), confident, and intentional in every interaction. With a bit of prep, you'll be ready to talk about any area of your business to help close a deal, make a new connection, or get people rallied behind your vision. Not to mention the "softer" skills that help progress relationships. In This Episode: How to think strategically about what you want to get out of an event The difference between memorable and meaningful conversations (story time with Clint!) Why preparation means being ready, not robotic...unless that's how you always talk...we want you to be yourself! How to talk about sales, operations, and growth needs without "airing your dirty laundry" The importance of energy, body language, and eye contact How to set clear next steps so momentum doesn't fade after the event Key Takeaway You can't always control who you'll meet unless you set up meetings ahead of time, but you can control how ready you are when opportunity presents itself. Whether you're behind a booth or at an event, a little intentional thinking can turn casual small talk into strategic momentum for your business. Coming Next Katie is at Expo West conducting rapid-fire interviews with up-and-coming brands — especially earlier-stage companies with strong brand stories, regenerative practices, farm roots, or purpose-driven missions. Stay tuned to hear from brands you may not be familiar with yet — and if that sounds like you, reach out. She'd love to connect and help spotlight the brand you're building. WANT TO GO DEEPER? Listening is helpful, but building is 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) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

    16 min
  2. 173. Leading Through Unexpected Change in Your Food Business

    FEB 25

    173. Leading Through Unexpected Change in Your Food Business

    Unexpected change is actually expected at some point, right? And with a strong strategy in place, you can lean into your leadership role to stay on course - or get on an even better course if the right opportunity presents itself. A few real-life examples from the podcast community roundtable:  A cease and desist letter arrives out of the blue. An approved ingredient is suddenly out of stock. A building sale ending your lease. An opportunity that challenges you to think bigger than you planned. None of these were part of the business owner's original plan. But navigating unexpected changes is part of leading the business. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore what happens when the game shifts — and how strong leaders can respond. Borrowing from the idea of offense and defense, they discuss how strategy becomes your guide when circumstances change. Because when you know your vision, values, advantages, and the relationships you've built, you don't have to scramble to find an answer, you move forward step by step. In this episode, you'll hear: Real examples of unexpected change in food businesses...both challenges and opportunities Clint's "sudden change" football analogy — and what offense vs. defense looks like in business The difference between reacting and responding strategically Why staying focused on the core of your business helps when things feel unstable A practical way to separate what you know from what's uncertain How writing out pros/cons can bring clarity in the midst of uncertainty The role of trusted advisors and strong relationships when you need an outside perspective Why discipline and a clear foundation help you take the next right step Unexpected change doesn't mean everything is falling apart. Often, most of your foundation is still intact. The key is remembering what you do know to be true — even when there's a lot you don't know.  Whether you're navigating an unexpected change now or want to save this for the future, these related episodes will help you build the leadership skills to navigate change with confidence: Ep 148 - Discipline vs Motivation (or both?!) Ep 170 - Testing & learning as a growth tool to level up Ep 171 - The power of an outside perspective The phrase "we grow through what we go through" applies to unexpected situations. Strong brands aren't built because everything always goes according to plan. They're built by leaders who know how to stay steady even when the game shifts. WANT TO GO DEEPER? Listening is helpful, but building is 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) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands PS--please share this episode with other food business owners...together we can shake up shopping carts and help more people get access to real food!

    16 min
  3. 172. Process Makes Perfect: How Operational Discipline Becomes a Competitive Advantage with Kyle Rood of Start Right Foods

    FEB 18

    172. Process Makes Perfect: How Operational Discipline Becomes a Competitive Advantage with Kyle Rood of Start Right Foods

    Operations is a key part of building your brand. It's how you deliver consistently. And consistency builds trust — with consumers, retailers, distributors, and partners. In fact, Operations can become a true competitive advantage! In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) sit down with Kyle Rood, co-founder of Start Right Foods, to explore why operational discipline isn't just efficiency — it's strategy. Inside this conversation, you'll hear about: Why you should start with Operations in mind How small operational refinements can improve margins Why packaging and logistics decisions ripple further than you think The role of forecasting in protecting long-term growth How strong relationships reduce risk and create opportunity Why processes are critical to building your business How execution separates intention from impact Why these concepts are critical, whether you produce your own product or work with a co-manufacturer. This episode will shift how you think about competitive advantage. Process doesn't create perfection, but it does create consistency and efficiency! WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Kyle Rood, Clint Matthews, and Katie Mleziva on LinkedIn. 2) Join Katie's weekly newsletter HERE to get the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. You'll also get additional insights and reflections that aren't shared on the podcast. 3) Book a Brand Strategy Session. Once you're on the newsletter list, you can book a single Brand Strategy Session through the link in every Friday email. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

    27 min
  4. 171. Has Growth Created A Blind Spot in Your Food Business?

    FEB 11

    171. Has Growth Created A Blind Spot in Your Food Business?

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

    15 min
  5. 170. Gaining Traction? Test & Learn As You Level Up Your Food Business

    FEB 4

    170. Gaining Traction? Test & Learn As You Level Up Your Food Business

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

    13 min
  6. 169. Can you say yes to help? How the right help can lead us to our goals

    JAN 28

    169. Can you say yes to help? How the right help can lead us to our goals

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

    11 min
  7. 168. What is a Brand Strategist, Anyway? Plus, Marketing vs Branding vs Brand Strategy

    JAN 21

    168. What is a Brand Strategist, Anyway? Plus, Marketing vs Branding vs Brand Strategy

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

    19 min
  8. 167. From Transaction to Tradition: How Food Brands Can Become the Go-To Choice

    JAN 14

    167. From Transaction to Tradition: How Food Brands Can Become the Go-To Choice

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

    13 min
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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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