In this episode, Michelle Breyer shares her unique journey through grocery, journalism, entrepreneurship, and CPG, from covering Whole Foods' and H-E-B's growth to founding a company and helping emerging brands through SKU. She shares what she's learned from watching hundreds of founders navigate the CPG roller coaster, the importance of mentorship and community, and what it takes to build a brand that can grow and last. In this episode, you’ll learn: ✅ How Michelle Breyer went from grocery journalist to CPG founder and industry mentor ✅ What she learned from watching Whole Foods and H-E-B transform the grocery industry ✅ Why some emerging CPG brands succeed while others struggle ✅ The biggest mistakes that can put a growing CPG company at risk ✅ Why mentorship and strong industry relationships matter for founders ✅ How COVID-19 forced CPG brands to adapt and embrace e-commerce ✅ What investors look for in a promising CPG brand and founder ✅ Why knowing your numbers, understanding unit economics, and protecting cash are essential ✅ How Austin and Texas are building a stronger CPG founder community ✅ What Michelle sees as the next big opportunities in food, wellness, and CPG Episode Highlights ✔From Journalism to CPG — How Michelle went from covering Whole Foods and H-E-B to building her own consumer brand. ✔The Founder Roller Coaster — What Michelle learned from watching emerging brands succeed, pivot, raise money, or run out of cash. ✔Why Mentors Matter — Michelle’s experience building SKU’s network of 300+ CPG mentors and helping founders avoid costly mistakes. ✔The COVID CPG Pivot — How wholesale brands were forced to embrace e-commerce, DTC, and digital marketing almost overnight. ✔What Makes a Brand Investable — The product, founder qualities, traction, margins, and business fundamentals that matter. ✔Why Austin Is Booming — How Austin and the broader Texas CPG community are creating opportunities for emerging brands. ✔Where CPG Is Headed — Michelle’s perspective on functional foods, better-for-you products, AI, social commerce, and the next generation of CPG. 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. Subscribe on YouTube, Spotify, and Apple Podcasts. 📌 Chapters 00:00 Introduction and Michelle Breyer's background 01:54 Evolution of Austin's grocery scene and key players 04:02 The rise of emerging brands and their stories 07:00 Lessons from successful exits and industry insights 10:11 The importance of product quality and founder passion 12:59 Trends in natural foods, pet products, and AI in CPG 15:56 Building brand relevance through innovation and storytelling 19:04 The role of mentorship and industry networks 22:06 Advice for founders on growth, investment, and resilience 🔗 Links & Resources Connect with Michelle Breyer Instagram:📸 @curlymichelle62 Email:✉️ michellebreyer7@gmail.com All GroceryPulse episodes: https://www.innovaragency.com/grocery.. Be a guest: https://www.innovaragency.com/grocery... Innovar Agency: https://www.innovaragency.com/ Pitch the show: Podcast@InnovarAgency.com Subscribe for more conversations with the grocery, retail, and CPG leaders shaping how we eat. #GroceryPulse #FunctionalFoods #CPG Innovar Marketing Agency – Blog (grocery/CPG marketing insights): https://www.innovarmarketing.com Pre-Order Kōbu Kombucha Powder (gut health made easy): https://www.enjoykobu.com
