Bulletproof Your CPG Brand

Daniel Lohman
  • 5.0 (22)
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  • UPDATED DAILY

If you're building a CPG brand and running out of runway, this podcast is your unfair competitive advantage. Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error. Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to. Each episode breaks down what actually drives sales at retail:
 • category management and fact-based selling
 • trade marketing and promotion ROI
 • broker performance and retail execution
 • pricing, assortment, and shelf strategy
 • brand valuation, velocity, and profitability Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands. This isn't theory. It's a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks. If you're a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start. Subscribe and start building a bulletproof brand.

  1. You Are Now a Category Leader- The Final Roadmap

    1D AGO

    You Are Now a Category Leader- The Final Roadmap

    303. You now think, plan, and execute like a category leader. In this final episode of 30 Days to Profitable CPG Growth, I recap the full journey—from foundation and shopper insights to retail execution, systems, and discipline—and show you how to turn these lessons into a lasting competitive advantage. This isn't theory. It's a proven roadmap built from decades in the trenches. Listen to lock in the mindset, tools, and confidence to lead retailers, win shoppers, and scale with clarity. Congratulations on completing the 30-Day Challenge, which provided a framework, system, and strategy to build a strong brand foundation. The challenge covered essential aspects like customer journey, sales strategy, retail execution, and systems for growth. Now equipped with a proven playbook and mindset, you are ready to lead and differentiate your brand, becoming a category leader by out-serving and out-executing competitors. You can get the episodes free guide and todays show notes at: RetailSolved.com/session303

    8 min
  2. Help Retailers Win- The Key Trends Category Leaders Know

    2D AGO

    Help Retailers Win- The Key Trends Category Leaders Know

    302. Retailers don't need more discounts—they need partners who help them win. In Day 30 of 30 Days to Prosperity, I break down the key trends retailers care about most and how you can use them to become a trusted, go-to category leader. You'll learn how to help retailers drive traffic, differentiate without price wars, and grow sustainable profit by putting their needs first. Listen in to learn how real retail partnerships unlock opportunities money can't buy. To become a category leader, brands must help retailers achieve their three universal goals: driving foot traffic, gaining a competitive advantage, and growing sustainable profit. This involves making it easy for customers to find products, supporting product discovery, and highlighting complementary solutions. By becoming a trusted partner, brands can unlock opportunities like preferred placement and influence over category strategy. Action step: pick one trend and show how it grows basket and profit. What trend is most relevant to your category? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 23 Salesmanship 401 Mastering the Art of Sales, Andrew Therrien with Sampler 🎙️ 122 Brand Building Success Strategies for Retail Growth, Mathis Martines with M2 Brands 🎙️ 129 Know Your Core Customer to Boost Sales Growth, Ethan Hirshberg with Ethans 🎙️166 Produce Is The Gateway To Center Store Sales Growth, Lori Taylor with The Produce Moms.  Day 30 of the Free 30 Days to Profitable CPG Growth Tip of the day: Develop a collaborative partnership with retailers. Educate them about key trends they need to be aware of. Always put their needs first and savvy retailers might return the favor. 👉 Follow Daniel Lohman to Bulletproof Your CPG Brand! You can get the episodes free guide and todays show notes at: RetailSolved.com/session302

    10 min
  3. Look for & Close Category Gaps to Win at Retail

    3D AGO

    Look for & Close Category Gaps to Win at Retail

    301. Most brands lose shelf space because they sell products—not solutions. In Day 29 of 30 Days to Prosperity, I show you how to uncover and close category gaps by starting with the shopper's market basket and working backwards. You'll learn how to identify need states, remove friction from the shopper journey, collaborate with complementary brands, and build basket-driving solutions retailers actually value. This is how category leaders grow sales without relying on discounts. To close category gaps and drive sales, brands should start by understanding shopper need states and reverse-engineer the shopper journey. By identifying friction points and collaborating with complementary brands, brands can create basket-building solutions that benefit both shoppers and retailers. This approach positions brands as problem-solvers and category builders, leading to increased foot traffic, higher basket sizes, and a competitive advantage. Action step: find 3 category gaps: shopper, price tier, need state, format. What gap do you fill best? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 89 Solid Digital Brand Selling Strategy for Success, Madeline Haydon with Nutpods 🎙️ 93 Bridging the Gap Between Perimeter & Center Store = Sales Success, Doug Brent with Made In Nature 🎙️258 Proven Strategies To Drive Sales Growth At Retail, Scott Sensenbrenner with Enzymedica Day 29 of the Free 30 Days to Profitable CPG Growth Tip of the day: Begin with the market basket and work backwards. How can you make it easier for shoppers to find and buy your products wherever they shop. You can get the episodes free guide and todays show notes at: RetailSolved.com/session301

    10 min
  4. Why Your CPG Brand Is Losing Shelf Space

    4D AGO

    Why Your CPG Brand Is Losing Shelf Space

    300. Shelf space isn't lost because your product isn't good—it's lost because your competitors are more prepared. In Day 28 of 30 Days to Prosperity, I show you how preparation and competitive intelligence create a true, sustainable advantage at retail. You'll learn how to study competitor pricing, promotions, merchandising, and growth patterns so you can help retailers win where others fall short. This is how emerging brands outmaneuver bigger players without outspending them. Preparation is crucial for success in retail engagements, as it builds confidence and reduces risk. To gain a competitive edge, brands should thoroughly understand their competitors' strategies, including their target audience, promotional tactics, merchandising, and growth drivers. By doing so, brands can position themselves as indispensable partners to retailers, ultimately becoming category leaders. Action step: choose your "one thing" you will be best at for 12 months. What's your unfair advantage? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 131 Profitable Digital Brand Building Strategies that Work, Josh Tabin with Wild Zora and NatchCom 🎙️ 213 Foodservice Is Not Dead It Wants Your Brand To Boost Sales, Stephanie Lind with Elohi 🎙️ 260 Market Domination Begins With Knowing Your Customer, Seth Greene with Market Domination LLC and The Sharkpreneur Podcast 🎙️ 263 Strategies To Explode Sales And Eliminate Risk Today, Ron Karr with Velocity Mindset® Day 28 of the Free 30 Days to Profitable CPG Growth Tip of the day: Become an expert in your competition. Leverage the strategies from the 30 Day series to give your brand the edge it deserves. You can get the episodes free guide and todays show notes at: RetailSolved.com/session300

    8 min
  5. Why Great Products Still Don't Sell at Retail

    5D AGO

    Why Great Products Still Don't Sell at Retail

    299. If your product isn't selling, it's rarely a product problem—it's a story problem. In Day 27 of 30 Days to Prosperity, I break down why inconsistent, fragmented messaging kills sales at retail and how a unified brand voice becomes a true growth lever. You'll learn how clear storytelling communicates value (not price), aligns brokers and retailers, reduces friction, and builds trust at scale. Master this, and you stop competing on deals—and start leading the category. A brand's value, not its price, is the key to success. A unified brand story, consistently communicated across all channels, is crucial for conveying this value to customers and retailers. This approach fosters trust, loyalty, and sustainable growth, enabling brands to lead their categories rather than simply compete on price. Action step: write your "turnkey sales story" and train the team. Is your team telling the same story? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 139 Solid Brand Position Key to Explosive Sales Growth, Suzie Yorke with Love Good Fats 🎙️ 57 Importance Of A Powerful Brand Message In Marketing, Steve Hoffman with Compass Natural Marketing 🎙️ 60 The Importance With Remaining Relevant At Retail, Michael Sansolo with Sansolo Solutions, Morning News Beat, and Coca-Cola Retailing Research Council This is episode: 299 Day 27 of the Free 30 Days to Profitable CPG Growth Tip of the day: Storytelling is the most effective way to communicate. The power of a good storyteller cannot be underestimated. Your brand's success relies on how effective your storytelling is. You can get the episodes free guide and todays show notes at: RetailSolved.com/session299

    9 min
  6. Stop Getting Rejected by Retailers—Use KPIs Instead

    6D AGO

    Stop Getting Rejected by Retailers—Use KPIs Instead

    298. Retailers don't reject great products—they reject poor execution. In Day 26 of 30 Days to Prosperity, I break down how KPIs act as guardrails that prevent mistakes, eliminate guesswork, and ensure flawless execution at retail. You'll learn which performance indicators actually matter, how to set clear expectations for brokers and teams, and why brands that measure execution outperform competitors with bigger budgets. If you want consistency, trust, and momentum at shelf, this is your playbook. KPIs are crucial for ensuring flawless retail execution and driving brand growth. They provide clarity, accountability, and eliminate guesswork, helping brands avoid costly mistakes and maintain consistency across all customer-facing elements. By implementing clear and measurable KPIs, brands can gain a competitive advantage, improve retailer relationships, and deliver a predictable and scalable brand experience. Which KPI do you track that doesn't actually help? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 160 Reach Your Goals Tomorrow and Beyond, Top Strategies Revealed 🎙️ 84 Perseverance & Overcoming Obstacles in Retail Strategy, David Perkins with Beetnik Foods 🎙️ 218 Retail Horror Stories – How To Avoid Failures Day 26 of the Free 30 Days To Prosperity Challenge Tip of the day: KPI's act as the guard rails that keep everyone on track. They help to ensure flawless retail execution. You can get the episodes free guide and todays show notes at: RetailSolved.com/session298

    9 min
  7. The Framework Retailers Actually Respect

    FEB 1

    The Framework Retailers Actually Respect

    297. Great strategy fails without flawless execution. In Day 25 of 30 Days to Prosperity, I break down how scorecards turn goals, MBOs, and plans into predictable results retailers trust. Learn how top CPG brands use scorecards to eliminate chaos, assign clear ownership, prevent execution breakdowns, and scale with confidence. This is the framework retailers respect—and the discipline that separates reactive brands from true category leaders. Scorecards map out objectives in bite-size, manageable pieces that keep you focused, aligned, and on track. They can be the difference between success and failure. Scorecards are the most underutilized project-management tool in the CPG industry. And that's a problem—because scorecards are also one of the most effective tools to keep the business moving forward predictably. Action step: create a weekly scorecard for distribution, OOS, promo, deductions. What would you measure weekly if you had to pick 5 things? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 124 Celebrating Real Food The Farmer's Essential Role, Phil Lempert with Supermarket Guru 🎙️ 134 Category Review Strategies to Maximize Sales 🎙️ 157 Tools To Ensure Sales Success with Scorecards 🎙️190, Promotion Analysis Growth Strategies to Maximize Your Trade Marketing ROI This is episode: 297 Day 25 of the Free 30 Days To Prosperity Challenge Tip of the day: Scorecards map out objectives in bitesize manageable chunks that keep you on-track and focused. They help you achieve your goals - they can be the difference between success and failure You can get the episodes free guide and todays show notes at: RetailSolved.com/session297

    9 min
  8. Why MBOs Turn Teams Into Sales Engines

    JAN 31

    Why MBOs Turn Teams Into Sales Engines

    296. When runway is tight, execution must be flawless. In Day 24 of 30 Days to Profitable CPG Growth, we break down how Management By Objectives (MBOs) turn big goals into clear, accountable actions across sales, operations, marketing, and finance. Learn how top-performing brands use MBOs to align teams, reduce risk, eliminate confusion, and grow sales predictably—without micromanaging. This is how strategy turns into results. Management By Objectives (MBOs) are a powerful system for aligning teams around common goals. By breaking down strategic objectives into actionable steps, MBOs create clarity, coordination, and accountability across departments. This system reduces risk, improves performance, increases ownership, and makes execution scalable, ultimately driving predictable growth. Action step: set 1 objective + 3 measurable results for each function. Do you have measurable results—or activities? For additional inspiration listen to the following Bulletproof Your CPG Brand podcast episodes: 🎙️ 24 Brand Success 10 Strategies for Sustainable Profits 🎙️ 169 How To Gain A Competitive Edge In Business Today 🎙️ 217 Strategies To Help Natural Brands Grow and Expand Globally, Charlie Knight with Mr Lee's Noodles This is episode: 296 Day 24 Tip of the day: MBO's break strategic business objectives into bitesize chunks making them easier to digest and more attainable. Individual MBO's rollup to accomplish larger organizational objectives driving the business forward. You can get the episodes free guide and todays show notes at: RetailSolved.com/session296

    10 min
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5
out of 5
22 Ratings

About

If you're building a CPG brand and running out of runway, this podcast is your unfair competitive advantage. Bulletproof Your CPG Brand is the go-to podcast for emerging and growth-stage CPG founders navigating retail, e-commerce, and omnichannel growth with limited resources and zero margin for error. Hosted by Daniel Lohman—former CPG founder, category management expert, and trusted advisor to natural, organic, and better-for-you brands—this show delivers practical, retailer-relevant strategies most brands never get access to. Each episode breaks down what actually drives sales at retail:
 • category management and fact-based selling
 • trade marketing and promotion ROI
 • broker performance and retail execution
 • pricing, assortment, and shelf strategy
 • brand valuation, velocity, and profitability Let me explain why this matters. Most advice shortens your runway. This show is designed to extend it—by helping you earn an equal seat at the table with retailers, convert occasional buyers into loyal evangelists, and compete head-to-head with far bigger brands. This isn't theory. It's a turnkey roadmap built from hundreds of real-world case studies, expert interviews, and proven frameworks. If you're a mission-driven CPG brand that wants to grow profitably, fund innovation, and do more good—this is where you start. Subscribe and start building a bulletproof brand.

Information

  • Creator
    Daniel Lohman
  • Years Active
    2017 - 2026
  • Episodes
    303
  • Rating
    Clean
  • Copyright
    © Copyright 2016-2025 | CMS4CPG LLC
  • Show Website
    Bulletproof Your CPG Brand

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