Getting on Shelf Isn't the Win. Here's What Actually Matters.
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SHOW NOTES
Dallas Crum sits down with Cole Pennington, President of Proud Impact Collective, and Matthew Collar, VP of Large Format and a former Albertsons buyer, to break down how buyers really think. They cover the protein and GLP-1 boom, knowing where you live on shelf, why trade spend isn't optional, and whether celebrity brands still work.
00:00 Check your ego at the door
00:44 Meet the buyer-turned-advisor
01:49 Protein on everything, even Doritos
07:22 What does "functional" even mean?
09:30 Should brands badge GLP-1 support?
14:39 The buyer's biggest headache
17:24 You're a fingernail to the retailer
25:14 Retail media and trade spend aren't optional
27:12 Getting on shelf isn't the win
32:08 The CPG game keeps changing
42:09 Hot take: celebrity brands won't save you
48:19 What's next: indulgent snacks and premium value
ABOUT PIC CONVERSATIONS
PIC Conversations is the no-fluff podcast from Proud Impact Collective, built for CPG founders, sales leaders and marketers. Each episode brings a retail, foodservice or digital commerce operator on to say what actually works. To learn more, go to https://www.proudimpact.com/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from Proud Impact Collective, LLC, or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by Proud Impact Collective, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. Proud Impact Collective, LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.