Shelf Talkers

Adam Feller

Join Adam Feller, Founder and Creative Director of Avidity Creative, as he explores the ever-evolving world of CPG. Through conversations with industry leaders, innovators, and decision-makers, discover the insights, trends, and strategies shaping the future of food and beverage brands. Whether you’re scaling a brand or navigating the complexities of the CPG landscape, “Shelf Talkers: CPG Insights” is your go-to source for inspiration and actionable advice.

  1. 1d ago

    What Retail Buyers Actually Want to Hear (And What Founders Get Wrong)

    Landing a retail meeting is only half the battle. The real challenge is knowing what buyers actually care about once you're in the room. In this episode, Adam sits down with Tia Ellis, founder of Wildflower Insights and former retail broker, to unpack what separates successful retail pitches from the ones that never turn into purchase orders. Drawing from years of helping brands generate more than $200 million in retail sales, Tia shares practical advice for founders who want to build retailer relationships, pitch with confidence, and avoid costly mistakes. Whether you're preparing for your first buyer meeting or rethinking your retail strategy, this conversation offers actionable guidance you can apply right away. In this episode, we discuss: Why selling to retail buyers is different from selling to consumersThe biggest mistakes founders make during buyer meetingsHow to build relationships with buyers before asking for shelf spaceWhen brokers make sense—and when founders should do it themselvesCreating messaging that attracts buyers instead of chasing themPreparing for retail meetings with confidence and clarityGuest Links: LinkedIn: https://www.linkedin.com/in/tiaellis/Website: https://wildflowerinsight.comLearn more:See how Avidity can improve your shelf impact at aviditycreative.com. Adam's LinkedIn: https://www.linkedin.com/in/adamfeller/

  2. Jul 28

    Why Wild Monkey Bar Said No to Whole Foods (And Other Founder Lessons)

    Wild Monkey Bar wasn't created in a boardroom. It started after a climbing trip in Rocky Mountain National Park when founders John and Brooke Campbell realized the snacks they packed simply weren't good enough. In this episode, John shares the deeply personal story behind building Wild Monkey Bar, from leaving corporate life behind to hand-making every bar in Boulder while growing the business one relationship at a time. For founders and emerging CPG brands, this conversation is a reminder that sustainable growth often comes from patience, discipline, and saying no to opportunities that aren't the right fit. In this episode, we discuss: John's journey from commercial real estate to entrepreneurshipHow a backcountry climbing trip inspired Wild Monkey BarBuilding a premium snack brand with limited resourcesWhy they turned down early retail opportunities—including Whole FoodsLessons on branding, customer acquisition, and long-term thinkingThe importance of building a business alongside your partnerGuest Links: LinkedIn: https://www.linkedin.com/in/john-campbell-97579467/Website: https://wildmonkeybar.comLearn more: See how Avidity can improve your shelf impact at https://aviditycreative.com.

  3. Jul 14

    Turning Authentic Indian Flavors Into a Fast-growing Snack Brand

    Keya Wingfield never planned to start a snack company. A pastry chef by trade, she found herself pivoting during the pandemic when customers couldn't stop asking for one unexpected item: her Bombay spice potato chips. That simple side offering became Keya's Snacks, a brand introducing authentic Indian flavors to mainstream grocery shelves across the country. In this episode of Shelf Talkers, Adam sits down with Keya to talk about building a CPG brand without a traditional CPG background, scaling from handmade production to thousands of retail stores, and why authenticity, not watered-down global flavors, is at the heart of everything her company creates. In this episode, we discuss: How a pandemic pivot unexpectedly launched Keya's SnacksWhy authentic flavor can become a competitive advantageLessons from scaling from 12 stores to more than 2,000Building a memorable brand through intentional packaging and positioningThe operational realities of growing a young CPG companyAdvice for founders navigating uncertainty and rapid growthGuest Links LinkedIn: https://www.linkedin.com/in/keya-wingfield/Website: https://keyassnacks.comLearn More See how Avidity helps emerging CPG brands create packaging that earns attention at shelf and drives sales. https://aviditycreative.com

  4. Jun 30

    Shark Tank and Shelf Success With the Founder of PrideBites and Tantos

    What does it take to build not one successful consumer brand, but two? In this episode, Adam sits down with entrepreneur Sean Knecht, founder of PrideBites and co-founder of Tantos, to discuss the realities of building brands from the ground up. Sean shares how a simple idea for custom college-themed dog toys grew into a nationally recognized pet products company, how a Shark Tank appearance accelerated growth, and why he decided to jump into an entirely new category with Tantos, the world's first puffed pasta chip. Along the way, he opens up about the decisions that paid off, the mistakes that taught the biggest lessons, and what founders should know about scaling a brand in competitive markets.  In this episode, we discuss: Building PrideBites from a college sports-inspired dog toy idea into a national pet products brandThe impact of appearing on Shark Tank and what happened after the cameras stopped rollingHow a friendship with Chef Joe Sasto led to the launch of TantosLaunching a new snack category with puffed pasta chipsThe best decisions Sean has made as a founderMistakes, lessons learned, and advice for growing consumer brandsGuest Links: LinkedIn: https://www.linkedin.com/in/sean-knecht-a1398b11/PrideBites: https://pridebites.comTantos: https://www.eattantos.comLearn more:See how Avidity can improve your shelf impact at aviditycreative.com.

  5. Jun 18

    First Customers, Fast Growth, and Founder Lessons from Teddy’s Tallow Chips

    What does it take to launch a food brand, earn your first customers, and scale into stores across the country in just over a year? In this episode of Shelf Talkers, Adam Feller sits down with Katherine Horvath, Co-Founder and CMO of Teddy’s Tallow Chips, to discuss the remarkable story behind one of the fastest-growing emerging snack brands in the better-for-you space. Katherine shares how a mission-driven family business turned into a national brand, the early decisions that helped them gain traction, and the lessons they've learned while growing at an incredible pace. She also offers practical advice for founders looking to build momentum in today's competitive CPG landscape. Katherine is the Co-Founder, Co-Owner, and Chief Marketing Officer of Teddy’s Tallow Chips, a rapidly growing better-for-you snack brand focused on traditional ingredients and exceptional quality.  In this episode, we discuss: The origin story behind Teddy’s Tallow ChipsHow they found and won their first customersWhat fueled their rapid growth and nationwide expansionBuilding a brand and package design without an agencyThe decisions that made the biggest impact early onLessons and advice for founders building CPG brands todayHow brand evolution can support the next stage of growthGuest Links: LinkedInWebsiteLearn More: See how Avidity can improve your shelf impact at aviditycreative.com.

    First Customers, Fast Growth, and Founder Lessons from Teddy’s Tallow Chips

  6. Jun 4

    Understanding Your CPG Numbers

    In this episode of Shelf Talkers, host Adam Feller sits down with Abby June Richards, founder of The CPG CFO, to talk about one of the most important parts of building a sustainable CPG business: understanding your numbers. Abby shares how she found her way into the finance side of CPG, why she started The CPG CFO, and how she helps emerging brands get more clarity around cash flow, pricing, margins, and growth. A big focus of the conversation is The CPG CFO’s CASH FIGHT framework, a practical tool designed to help founders understand how cash moves through their business. During the episode, Abby walks through the C.A.S.H. portion of the framework, including conversion cycle, alert level, shelf pricing, and shipping and fulfillment. The conversation covers why sales growth does not always mean a business is financially healthy, how cash can get tied up in inventory or delayed payments, and why founders need to understand the real costs behind each sales channel. Abby also explains why strong pricing, regular cash flow reviews, and better financial visibility can help founders make smarter decisions before cash gets tight. This episode is a helpful listen for CPG founders who want to build a stronger financial foundation, avoid common cash flow surprises, and understand what their numbers are really telling them. In this episode we cover: How Abby got into CPG finance and started The CPG CFO Why “knowing your numbers” matters for emerging brands What the CASH FIGHT framework helps founders understand Why cash flow issues can happen even when sales are growing How pricing, payment cycles, and fulfillment costs impact profitability Why founders should regularly review their cash position and channel performance About Abby June Richards Abby June Richards is the founder of The CPG CFO, where she provides fractional CFO services for emerging CPG brands. Her work helps founders better understand their numbers, manage cash flow, and build more sustainable businesses. Before starting her own firm in 2023, Abby spent years working in operations, accounting, audit, outsourced accounting, and technology implementation. Today, she focuses specifically on helping CPG founders build financially healthier companies. Links Connect with Abby June Richards on LinkedIn: https://www.linkedin.com/in/abbyjuner/Learn more about The CPG CFO: https://www.thecpgcfo.comDownload The CPG CFO’s 13-week cash flow template: https://www.thecpgcfo.com/cashflowforecast Work with Avidity Creative At Avidity Creative, we help food and beverage brands build stronger brand identities, packaging, and sales materials that are designed to perform on shelf and support growth. Learn more at: https://www.aviditycreative.com

    Understanding Your CPG Numbers

  7. Jan 5

    How Rotten Redefines What "Better-for-You" Candy Looks Like

    This week, Adam sits down with Michael Fisher, founder of Rotten, a better-for-you candy brand that’s shaking up the confectionery aisle. With black packaging, wild 1980s-inspired characters, and unapologetic attitude, Rotten is proving that healthier candy doesn’t have to look healthy to win over shoppers. Michael shares the story of how he built the brand from scratch — literally starting in his kitchen — and why his design and marketing choices intentionally break the mold of typical “clean” brands. From DIY product formulation to clever guerrilla tactics that got him in a little trouble at trade shows, this conversation is packed with lessons for founders who want to stand out, not blend in. 🧠 What We Covered: How Michael’s frustration with existing “healthy” candies led to the creation of Rotten Why the brand’s grungy 80s cartoon aesthetic helps it stand apart from typical wellness brands The home kitchen experiments that shaped Rotten’s first formulations before going commercial How Michael approaches trade shows as opportunities to introduce his products to new audiences The strategic decision to lead with fun and indulgence on packaging, and let the “low sugar” message come second The guerrilla marketing stunt that got Rotten noticed (and maybe a few stern looks from show organizers) 🧃 About Rotten: Rotten is a better-for-you candy brand that proves you don’t have to sacrifice fun for flavor. With low sugar, bold packaging, and nostalgic characters, Rotten brings rebellion back to the candy aisle.👉 Learn more at eatrotten.com 🎧 About Shelf Talkers Shelf Talkers is hosted by Adam Feller, founder and creative director of Avidity Creative — a branding and design agency that helps food and beverage brands level up through strategy, identity, and packaging that sells. If you enjoyed this episode, follow Adam on LinkedIn for more conversations, insights, and behind-the-scenes looks at what it takes to build standout CPG brands.

    How Rotten Redefines What "Better-for-You" Candy Looks Like

  8. 12/01/2025

    You've Got On The Shelf... Now What?

    Summary:You finally did it—your product’s on the shelf. But as Alli Ball says, “that’s when the real work begins.” In this episode, host Adam Feller talks with Alli Ball, founder and CEO of Food Biz Wiz®, about what happens afterthat big retail win. Drawing from her experience as a grocery buyer and CPG coach, Alli shares what founders need to focus on once they’re in stores — from building strong relationships with buyers to tracking store performance and driving real velocity. You’ll learn how to avoid the “set it and forget it” trap, what to do if you lose distribution, and how to make those crucial first 30 days in-store count. In This Episode: Why “getting in” isn’t the finish line — it’s the starting point. How to track and respond when stores underperform or drop your product. Strategies for getting back into lost stores (and how a new SKU can help). The critical role of demos and launch campaigns in your first 30 days. How to balance “velocity vs. doors” and find your ideal rate of movement. What to do if you’re being pushed to grow faster than you’re ready for. How to show up as the confident, strategic business owner your brand needs. About Our Guest:Alli Ball is the founder & CEO of Food Biz Wiz® and the creator of Retail Ready®, an online program that’s helped over 3,000 packaged food and beverage brands thrive on retail shelves. As a former grocery buyer turned wholesale consultant, Alli helps brands understand how to get on the shelf — and what it takes to stay there. 🎧 Listen to Alli’s own award-winning podcast, Food Biz Wiz®, or learn more about her programs at AlliBall.com. Host: Adam FellerPresented by: Shelf Talkers Podcast – conversations with the people shaping the future of food & beverage.

    You've Got On The Shelf... Now What?
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About

Join Adam Feller, Founder and Creative Director of Avidity Creative, as he explores the ever-evolving world of CPG. Through conversations with industry leaders, innovators, and decision-makers, discover the insights, trends, and strategies shaping the future of food and beverage brands. Whether you’re scaling a brand or navigating the complexities of the CPG landscape, “Shelf Talkers: CPG Insights” is your go-to source for inspiration and actionable advice.

Information

  • Creator
    Adam Feller
  • Years Active
    2025 - 2026
  • Episodes
    16
  • Rating
    Explicit
  • Copyright
    © Adam Feller
  • Show Website
    Shelf Talkers