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
