Thrive Market has built a loyal following of health-conscious consumers who are actively looking for better-for-you brands.For good food founders, it’s a direct line to your target audience. And the conventional wisdom has always been that selling direct to retail, cutting out the distributor, means better margins and more money staying in your business.

But the Thrive Market relationship isn’t as cut and dry as we assumed, and as Sarah uncovered many founders don’t realize the financial impacts until it’s too late.

In this episode

In this episode Sarah breaks down the real cost of selling through Thrive Market, shares insights into Thrive's price negotiation process, and what she learned from Founders actively selling to Thrive Market right now.

You’ll hear:

* What Thrive Market actually charges brands on every invoice

* Why the direct-to-retail margin assumption doesn’t always hold

* How Thrive Market margins stack up against national distributor KeHE (the numbers might surprise you)

* The 5 steps every founder should take before signing with any retail or distribution partner

Before you say yes to Thrive Market, or any retail partner, listen to this episode.

In our conversation, Katie breaks down the three fundamentals that actually get investors to meet with you, and say yes: understanding investor thesis (and why it saves you from wasting time), leveraging warm introductions instead of cold pitching, and building a financial model that shows exactly how you’ll reach profitability.

We cover the investment basics every founder needs to know—what a safe note actually is, why angels want equity, and whether regional brands can get funded (spoiler: yes, but with different deal structures). Katie also shares her strong recommendation on why your first hire should be finance, not marketing, and how to make it ridiculously easy for investors to want to help you.

If you’re considering fundraising or just want to understand how investment actually works in food CPG, this episode gives you the straight talk you need.

Connect with Katie:

Website: katiedunn.com

Advisory Board: The Masthead Strategy

LinkedIn: Katie Dunn

Instagram: @iamkatiedunn

TikTok: @iamkatiedunn

Join The Good Food CFO Community:

Follow us on Instagram: @thegoodfoodcfo

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Sarah sits down with Daniel Goetz, founder of Good Pop, who’s bootstrapped his popsicle brand for 16 years by prioritizing profitability over growth headlines.

Daniel shares practical strategies that kept Good Pop alive and thriving:

* Why he sold just 4 popsicles at his “big launch” (and what happened next)

* The 3am working capital discovery that kept his business going

* Why he focused on going “deep not wide” with retail expansion

* How to get packaging and ingredient suppliers invested in your vision

Hear how forcing profitability from day one shaped every business decision—and why Daniel chose this path after watching funded peers struggle under investor pressure.

Connect with Daniel:

Website: GoodPop

Instagram: @GoodPop

LinkedIn: @Daniel Goetz

The Good Food Collective

Join The Good Food CFO Community:

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The conversation reveals practical insights on sustainable growth versus rapid expansion, how to filter customer feedback without compromising your vision, and the strategic decisions that kept this non-alcoholic cocktail brand resilient through major market shifts. Discover how Shelley evaluates each growth opportunity and makes decisions that prioritize long-term sustainability over short-term wins.

Shelley also graciously offered our listeners 20% off their products using the code Sarah20 on their website!

Connect with Shelley:Website: For Bitter For WorseInstagram: @forbitterforworseLinkedIn: Shelley ElkovichAmazon: Shop For Bitter For Worse

Join The Good Food CFO Community:

Follow us on Instagram: @thegoodfoodcfo

Watch on YouTube: @thegoodfoodcfo

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* A founder running five sales channels discovered their revenue tracking wasn’t set up to support strategic decision-making

* A 16-year bakery owner finally understood where profit actually goes when monthly debt payments take it right back out

* A founder learned why categorizing marketing expenses as cost of goods sold makes their numbers nearly impossible to interpret

The software isn’t just a tool—it’s revealing the blind spots that most founders don’t even know they have. Tune in for practical insights about organizing your financial foundation and unlocking better decision-making in your business.

Want this same clarity in your food business? Join our waitlist for 50% off your first month’s subscription.

Join The Good Food CFO Community:

Follow us on Instagram: @thegoodfoodcfo

Watch on YouTube: @thegoodfoodcfo

Become a Member: BABOYOT

Sarah and Kelley dig into the strategic path most founders overlook, exploring:

* Why regional growth beats racing for national distribution

* How mission and values guide major business decisions (including which distributors to work with)

* The evolution from founder to CEO and knowing your end game from day one

* Why slow, intentional scaling protects quality and profitability

* The reality check every founder needs: you don’t have to be the next RX Bar

* Building with strategy first—not just hoping for viral growth

Kelley’s honest perspective on defining success differently offers a refreshing alternative to the “grow fast, exit big” narrative. This conversation redefines what CPG success can look like when you build on your own terms.

Join The Good Food CFO Community:

Follow us on Instagram: @thegoodfoodcfo

Connect on LinkedIn: @sarahdelevan

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Become a Member: BABOYOT

Sarah lays out the complete three-part framework behind “Profit by Design,” the philosophy helping food founders escape the 70% failure rate. Beyond product margins, you need clarity on your true operating expenses and the ability to build financial scenarios that answer critical questions: How many units do I need to sell to break even? How much capital will this really take? How long until I stop reinvesting?

Sarah shares the story of a baker whose scenario modeling revealed she’d need to bake cookies around the clock just to break even—saving her from launching an unsustainable business. Learn why planned losses are easier to navigate than surprises, how to know if you’re on or off track each month, and why having this complete financial roadmap transforms entrepreneurship from constant uncertainty into strategic execution.

This is the missing link between understanding your margins and building a food business that actually works financially.

Join The Good Food CFO Community:

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Watch on YouTube: @thegoodfoodcfo

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What You’ll Learn:

* Why Catt told one cookie vendor to raise prices five times before adding production capacity

* The margin advantage of farmers markets vs. wholesale distribution (and why it matters for cash flow)

* Logistics for selling at 7+ markets weekly: staffing, delivery, and storage solutions

* Simple display changes that directly impact sales (including the pricing psychology most vendors miss)

* What to do before walking away from an unprofitable market, and more

Thinking about launching, growing or revamping a farmer’s market business? This episode is for you!

Join The Good Food CFO Community:

Follow us on Instagram: @thegoodfoodcfo

Connect on LinkedIn: @sarahdelevan

Watch on YouTube: @thegoodfoodcfo

Become a Member: BABOYOT

This client's 14% gross profit margins were a ticking time bomb – every new sale was actually creating bigger losses. But instead of the typical "sell more" advice, Sarah implemented a radical two-year approach that flipped conventional growth wisdom upside down.

Year 1 Strategy: Fix everything inside the business first. Sarah walks through the unsexy but profit-generating work that most founders skip. Revenue stayed flat while profits more than doubled – proving the model worked before scaling.

Year 2 Strategy: Revenue growth. But rather than finding new customers or opening a new locations, the goal was to maximize customer value.

Tune in as Sarah breaks down her profit assessment process and all the details of the financial and operations strategy that resulted in 5X profit growth.

Join The Good Food CFO Community:

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You’ll meet two food founders who made the counterintuitive decision to right-size their businesses - one contracting from national to regional distribution, another strategically eliminating sales channels. The result? Better cash flow, higher profit margins, and businesses they actually love running again.

Discover the three warning signs that your business needs right-sizing, why gross profit margins below 50% slowly drain your cash flow, and the specific financial tools Sarah uses to help founders evaluate whether contracting could transform their bottom line. You'll hear practical strategies for building a financially sustainable food business that works for you, not against you. Plus: inspiring updates on where these founders are today- including one successful business exit and a beautiful rebrand that's thriving.

Financial Strategy Software is coming soon! Get on the waitlist now at thegoodfoodcfo.com/waitlist

Join The Good Food CFO Community: 

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Sarah and Kartik dive deep into Doosra’s financial playbook: the 90-day cash flow planning system that breaks large expenses into daily decision points, strategic use of 0% APR credit cards for working capital, and community crowdfunding. Discover why Kartik deliberately turned down major retail opportunities and how he validates market demand through methodical testing rather than expensive guesswork.

From creative funding solutions to building systems that scale without burning cash, this episode delivers financial insights food entrepreneurs can use to build financially sustainable businesses.

Learn more about Doosra

Website: www.eatdoosra.com

Instagram: @eatdoosra

Join The Good Food CFO Community: 

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Connect on LinkedIn: @sarahdelevan 

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Become a Member: BABOYOT

After seven years of perfecting her approach with hundreds of clients, Sarah's taking everything she knows about building profitable food businesses and turning it into powerful software that doesn't exist anywhere else.

This isn't another generic financial tool trying to serve everyone. In this episode Sarah is sharing the three core features launching in the initial version of the software, including a growth simulator that lets you test scenarios for growing your food business before making moves. Adding a new sales channel? Considering a new product? Run the numbers and see when you'll break even, when you’ll become profitable and how much capital you'll need to get there.

Sarah shares why she swore she'd never be a tech founder (and what finally changed her mind), how winning June's $10,000 Amber Grant is accelerating development, and her bigger vision to use the software to prove local food businesses deserve serious investment. 

The software is launching soon! The waitlist is now open - hop on to be the first to know when the Beta version is available. 

Get on the waitlist today at thegoodfoodcfo.com/waitlist

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Sarah talks with Alyssa Fernandez, founder of Ollin, who is revolutionizing premium baking by filling the gap between conventional and gluten-free cake mixes with Texas-based ancient grain blends.

Alyssa shares how she spent 18 months perfecting her heritage grain strategy before launch, why she's deliberately learning every aspect of her business before hiring, and her "bullets before cannonballs" approach to regional expansion. 

From identifying an underserved market to embracing the discomfort of cold-calling buyers, Alyssa shares raw insights about building a mission-driven CPG brand while staying market-smart. This episode provides essential wisdom for founders navigating the realities of food entrepreneurship.

Connect with Ollin:Website: Ollinyall.com

Instagram: @ollinyall

LinkedIn: Alyssa Fernandez

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

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Become a Member: BABOYOT

When she dug into the reported investor returns, the math literally doesn't work. Forbes reported returns that would individually equal the entire acquisition price – a mathematical impossibility. But if major publications can't do basic math on these deals, what else are we getting wrong?

With $39 million invested over seven years to fuel Poppi's rapid growth from Shark Tank to nationwide distribution, this wasn't a bootstrap success story. Sarah traces the money trail and questions who actually won in this deal. Was it the founders who built the company, or the investors who funded the journey?

As more independent food brands get absorbed by giants like PepsiCo, entrepreneurs need to know the real financial playbook – not the fairy tale version making headlines.

All findings discussed in this episode are opinions based on publicly available reporting. We've compiled every article, press release, and data source we referenced so you can do your own research and draw your own conclusions.

Food Republic: Mother Beverage/Poppi, here’s what happened after Shark Tank

The Wall Street Journal: Small Investor Group Scores 88-Fold Return in Poppi Sale

Space Funding: How $105,000 Invested in Poppi Turned Into $9.5 Million: The Power of Early-Stage Investing

Food Navigator: Poppi closes $13.5m funding round led by CAVU Ventures and backed by celebrity investors: 'Poppi is the modern soda for the next generation'

Forbes: Viral TikTok Prebiotic Soda Brand Poppi Raises $25 Million Series B To Expand Nationwide Through DSD

Taste Radio: How A Four-Letter Word Sparked Poppi’s Billion-Dollar Trajectory

BevNet: Best of 2023

Forbes: Poppi Investors Russell Westbrook, 24KGoldn Cash In On $2B PepsiCo DealPress Release from Pepsi Co.

Join The Good Food CFO Community: 

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Connect on LinkedIn: @sarahdelevan 

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After investing $150,000 in a vintage 1961 truck to bring authentic East Coast soft serve to LA, Joe spent years building cult-like brand loyalty. Then came the pivotal moment: when Jeff Bezos installed CVT's machine in his home, Joe realized he needed to democratize access to quality soft serve. Enter his revolutionary solution – soft serve pouches that deliver the truck experience anywhere, no machine required.

Sarah and Joe explore essential strategies for emerging food brands:

* Protecting margins like "your life depends on it"

* Building regional brand loyalty before retail expansion

* Innovation through packaging, not trendy product flavors

* Landing on shelves without traditional trade spend using velocity data 

* Being open about your vision to leverage unexpected opportunities

From breast milk storage bag prototypes to venture backing (you read that right!), Joe's journey proves that sometimes the best business opportunities come from solving your own problems – and being willing to admit when luck plays a role in success.

Learn more about CVT Soft Serve

Website: CVTsoftserve.com

Instagram: @cvtsoftserve

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

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Become a Member: BABOYOT

In this episode, Sarah answers listener questions about inventory turnover ratio - the metric that reveals whether your products are converting to cash or quietly draining your resources.

She shows how to turn a confusing ratio like "2.75" into clear insights - that inventory turnover ratio means it takes your business 146 days to sell through the product on your shelves. The eye-opener: Sarah shares how a rapidly growing meat company with impressive revenue was hemorrhaging cash because they had eight months of chicken inventory collecting freezer rent.

Listen in to learn:

• Step-by-step calculations for both accrual and cash-based businesses

• Why industry benchmarks miss the point

• And how to interpret your number based on lead times, growth plans, and cash runway. 

Essential listening for food entrepreneurs ready to make data-driven inventory decisions that protect cash flow.

BABOYOT Member Spotlight:

Amber Stevenson of Rosebud's Real Food

Learn more at www.rosebudsrealfood.com

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

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Ilay shares her unconventional approach: launching direct-to-retail in handpicked New York stores, doing her own distribution, and running 5-10 demos weekly while tracking every data point. Every retail partner and expansion move is calculated to maintain profitability while building brand equity. 

The conversation reveals practical strategies for cash flow positive growth:

• How Bezi operates without brokers or distributors

• Why premium retailers outperform bodegas for brand positioning 

• Using demo performance data to drive every expansion decision

For founders questioning whether strategic growth can compete in today's rush-to-scale environment, this episode proves building on your own terms creates sustainable momentum.

Learn more about Bezi

Website: Eat Bezi

Instagram: @eatbezi

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

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First up: When Google gives you two different definitions for the same term, which one should you trust? Sarah breaks it down and explains gross profit margin vs. net profit margin and which should be your starting point for healthy food business cash flow.

Then, we hear from a food founder who thinks they're "double charging" themselves for labor. Spoiler alert – they're not, but Sarah's explanation about theoretical COGS versus actual P&L numbers will probably change how you think about your own spreadsheets.

The episode wraps with insights from a recent live Q&A where tiered pricing sparked a fascinating conversation among members. One founder wants to simplify their pricing structure due to rising & fluctuating costs, while another realized tiered pricing may be a benefit. Hear Sarah’s recommendation on how they should determine their best pricing strategies. 

Keep those questions coming – we read every single email! You can reach us at hello@thegoodfoodcfo.com

Join The Good Food CFO Community: 

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Connect on LinkedIn: @sarahdelevan 

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Become a Member: BABOYOT

Julia's unique background – from auditing over 100 contract manufacturers at Trader Joe's to founding a tech platform specifically for emerging food brands – gives her unparalleled insight into what actually works in co-manufacturing partnerships. She breaks down why this process is more like sales than shopping, and how treating it as a relationship-building exercise can save you up to 30% on production costs.

The episode uncovers game-changing strategies most founders never hear: why you should delay your co-manufacturing search as long as possible to strengthen your negotiating position, how to use simple email templates that achieve a 65% response rate (compared to the typical 10%), and why creating competition between manufacturers can dramatically reduce your costs.

Julia also tackles the controversial topic of minimum order quantities, revealing they're often negotiable barriers rather than hard equipment limitations. For founders currently overwhelmed by demand but hesitant to make the manufacturing leap, she provides a clear framework for knowing when you're ready and how to present yourself as the kind of partner co-manufacturers actually want to work with.

This episode delivers the insider knowledge that could transform your approach to scaling production and building the manufacturing relationships that will fuel your growth.

 Learn more about ReScale:
Website: tryrescale.com
Read the Blog

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From the surprising "initial PO" payment policy that can delay your first check for 3-6 months, to the specific chargebacks that consumed 80% of a brand's revenue, Sarah provides the financial transparency food entrepreneurs desperately need before signing distribution agreements.

The episode explores several chargeback categories including intro allowances, free fills, spoilage allowances, and promotional fees – revealing how these can quickly transform an exciting distribution opportunity into a significant cash flow challenge.

Sarah shares practical strategies for surviving the distribution onboarding process, emphasizing the importance of “velocity over doors” and suggesting regional distributors as potentially more transparent alternatives to national giants.

Tune in for an essential financial reality check that could save your food business from a costly distribution mistake or help you prepare properly for sustainable growth through distribution channels.

For content like this delivered straight to your inbox, join our mailing list! 

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Ariane shares the unvarnished truth about building D'Artagnan from the ground up. She walks us through those challenging first ten years managing tight cash flow, explains why turning down certain growth opportunities actually strengthened her business foundation, and describes the strategic "shotgun clause" she used when buying out her partner who wanted to prioritize rapid growth over maintaining quality standards.

For food entrepreneurs navigating today's rising costs and economic uncertainty, Ariane offers practical wisdom: "Don't panic. Whatever goes down goes back up." She explains why economic downturns can become valuable moments to reassess, reinvent, and differentiate your business from competitors.

Now mentoring the next generation through her Germinators program while building a new sustainable farm venture with her daughter, Ariane continues sharing insights that food founders won't find in typical business resources. This episode delivers straightforward financial guidance from someone who's weathered four decades of economic cycles while staying true to her founding principles.

Connect with Ariane Daguin

AOOA Farm Website: alloneoneall.org

Instagram: @arianedaguin

Germinators: Learn More

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Sarah unpacks why most food entrepreneurs look at their financials in the wrong order and introduces a practical framework that helps spot problems before they become crises. Her systematic approach shows founders exactly which financial metrics to prioritize and how often to review them for maximum impact. This practical roadmap helps identify which levers to pull when adjustments are needed.

Food founders will learn how to move beyond the overwhelming complexity of traditional financial statements and focus instead on the metrics that actually drive business decisions. Whether you're struggling with tight margins due to rising ingredient costs or trying to improve your cash position, this episode delivers the financial guidance needed for long-term success.

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Matt reveals how Office Hours helped confirm his business was financially healthy and ready for strategic growth. Listeners will discover practical insights about:

• Using profit assessment to validate your business model before focusing on growth

• The power of creating simple revenue forecasts to set realistic channel-specific goals

• Leveraging data tools like Report Pundit to automatically track sales performance against targets

This conversation is packed with actionable advice for food entrepreneurs looking to make data-driven decisions without getting overwhelmed. Matt's approach demonstrates how understanding your numbers leads to smarter growth strategies and ultimately the dream of "making more money while working less."

Join the CFO Office Hours waiting list

Connect with Matt:
Website:Harvest Chocolate
Instagram: @harvestcraftchocolate
LinkedIn: Harvest Chocolate

Get your copy of the latest Book Club selection:, The Mom Test, and RSVP for our Virtual Discussion

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

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Become a Member: BABOYOT

Drawing from both historical patterns and current market insights, she explains why specialty food brands can still thrive during economic downturns as consumers continue treating themselves to small luxuries like artisan chocolate and premium coffee. "This is not a shelter-in-place moment," Sarah emphasizes, but rather a time to be strategic about where you invest your resources.

The episode unpacks three critical focus areas for food founders:

• Tracking sales data by channel to spot shifting customer behaviors

• Responding strategically to rising costs that may shrink profit margins

• Managing cash as the ultimate protection during uncertain times

Sarah shares a revealing case study of a client who's pivoting away from distribution-heavy growth toward higher-margin channels, and offers affordable tools from The Good Food CFO designed to help founders make confident financial decisions no matter what economic challenges arise.

Tools and Resources mentioned in this episode:
Perfect Pricing Calculator
Cash Flow Projector
The Profit Assessment

Share your stories and send your questions to hello@thegoodfoodcfo.com

Join The Good Food CFO Community: 

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Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Christopher's approach to building a business on his own terms combines premium quality ingredients with transparent sourcing, a premium pricing strategy and a willingness to say "no" to opportunities that don't make financial sense or support his vision for a thriving local food industry.

In this episode you’ll hear:

• Why Christopher turned down a $1.2M deal and the principles guiding this decision

• The "almost obsession" with operational efficiency that drives profitability

• How building a collaborative and fun social media presence has supported his financial strategies

• How Benny Blanco gives back to the community with their Porcupine Project

Connect with Benny Blanco Tortillas

Website: Benny Blanco Tortillas

Instagram: @bennyblancotorillas 

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

In this episode, Sarah pulls back the curtain on how she determines the right product margins for different food businesses, and guides you to finding yours. 

She reveals where your P&L is hiding crucial information and walks through her "orange slice" method for visualizing what's really happening with the revenue you earn. You'll learn the importance of separating “core COGS” from “other COGS”, why so many people talk about  “contribution margin”, what it is and the role it plays in determining your product margins. 

Through a real case study, Sarah demonstrates how breaking down these numbers guides you to your perfect product margins. 

This episode is your roadmap to financial clarity.
Get ready to see your numbers in a whole new way!

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

In this episode of the Good Food CFO podcast, Sarah Delevan sits down with owners and siblings Brian and Sara Bianchetti as they share all that they have learned while continuing to build a durable family business.

You’ll hear

• Family Legacy: The Bianchetti siblings discuss how their great-grandfather's neighborhood butcher shop evolved into today's premium beef jerky company while maintaining core values of quality and personal relationships

• "Choose to be great, not big": Brian and Sarah share their philosophy on intentional, profitable growth versus rapid scaling

• Marketing Evolution: How they built their marketing strategy from scratch when taking over the family business

• Omnichannel Approach: Their strategic decisions about where to sell their products, with a focus on their own website for best margins and customer relationships

• Product Innovation: Creating unique products like their controversial Pumpkin Spice jerky and their Jerky Crisp (a protein-packed alternative to potato chips)

• Made in LA Coalition: Brian discusses co-founding an organization supporting local manufacturers and advocating for small businesses with policymakers

Connect with People’s Choice
Website: People’s Choice Beef Jerky
Instagram: @pcbeefjerky
LinkedIn: Brian Bianchetti
LinkedIn: Sara Bianchetti

Learn more about Made in LA
Website: Made in LA
Instagram: @madeinlacoalition
LinkedIn: Made in LA coalition

Join The Good Food CFO Community:
Follow us on Instagram: @thegoodfoodcfo
Connect on LinkedIn: @sarahdelevan
Watch on YouTube: @thegoodfoodcfo
Become a Member: BABOYOT

The conversation also explores the striking contrast between the big business of Expo West and the Intense Conference for farmers market founders, managers and vendors Sarah attended just days later. This juxtaposition frames an honest discussion about what really matters in our food systems - from $19 imported strawberries getting social media buzz while local farmers struggle for support, to knowing when your brand is genuinely ready for distribution conversations.

Whether you're curious about Expo West, contemplating if trade shows belong in your growth strategy, or simply enjoy thoughtful conversations about the natural foods industry, this episode offers Sarah's refreshingly honest perspective.

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

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Become a Member: BABOYOT

Stacy Mitchell is a writer, strategist, and policy advocate whose work focuses on dismantling concentrated corporate power and building thriving local economies. As co-executive director of the Institute for Local Self-Reliance, she has played a leading role in today's growing anti-monopoly movement and has authored influential works including "Big Box Swindle" and "Amazon's Stranglehold."

You’ll hear:

• The Invisible Rules: How corporations have made market rules invisible, positioning us as consumers rather than citizens with power to change policies

• Myth-Busting: Hard evidence disproving the "bigger is better" narrative, including the North Dakota pharmacy model that outperforms corporate chains

• Food System Consolidation: How the suspension of the Robinson-Patman Act in 1980 allowed big retailers to demand preferential treatment, squeezing independent grocers

• Beyond Consumer Power: Why "voting with your dollars" is important but insufficient for creating systemic change

• Paths Forward: Practical actions for founders to engage with local policymakers and join the growing movement to enforce antitrust laws

• Signs of Hope: Recent shifts in policy approach showing how the tide is turning against unchecked consolidation

More from Stacy: 

Institute for Local Self-Reliance

"The Great Grocery Squeeze" in The Atlantic

Stacy's TED Talk: "Why We Can't Shop Our Way to a Better Economy"

This episode is brought to you by Settle. 

Settle helps you make smarter decisions, and keep your business on track to grow sustainably. Head over to settle.com/goodfood to learn how brands like Carnivore Snax use Settle to manage their cash flow and growth.

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

These quarterly events are an awesome opportunity to connect with Founders and answer their most pressing financial questions. 

Some of the topics we tackled:

• Food Service vs. Wholesale Pricing: Discover why conventional wisdom about which channel is most profitable doesn't always hold true. One founder shares how running her numbers completely changed her channel strategy.

• The COGS “Gray Area”: Is your kitchen rental really part of your Cost of Goods Sold? Sarah provides clarity on this common question and explains her COGS philosophy for better visibility into your true business health.

• Hidden Costs of Co-packers & 3PLs? The best partners will be upfront and clear about all of the costs of doing business. Sarah shares specific questions to ask potential partners to avoid surprise fees signing with co-packers and 3PLs. 

Whether you're just starting out or looking to optimize your existing food business, this episode offers real-world solutions from Sarah and the collective wisdom of our BABOYOT community.

This episode is brought to you by Settle. 

Settle helps you make smarter decisions, and keep your business on track to grow sustainably. Head over to settle.com/goodfood to learn how brands like Carnivore Snax use Settle to manage their cash flow and growth.

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

You’ll hear: 

• Why marketing shouldn't drive your offers and how to structure profitable promotions

• The surprising truth about driving trial in e-commerce vs retail

• How to identify and grow your most profitable sales channels

• The real math behind hitting your gross profit margin targets

• Essential management reports every founder needs

This episode is validation for every founder choosing to build their business on their own terms, who remains focused on consistency and doing the work, and practices patience and resilience  in the face of conventional wisdom.

Big News:
Sarah announces our next book club selection - "BE 2.0 (Beyond Entrepreneurship 2.0)" by Jim Collins and Bill Lazier. 

Grab your copy, and read along with us .
Join the live discussion on Wednesday, April 9th at 9am PT.

This episode is brought to you by Settle. 

Settle helps you make smarter decisions, and keep your business on track to grow sustainably. Head over to settle.com/goodfood to learn how brands like Carnivore Snax use Settle to manage their cash flow and growth.

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

In this conversation, Hope shares:

• The strategic reason she chose granola 

• Why she was laser focus on profitability from day one, and the sales channel strategy that enabled her to maintain 60% margins as the business grew

• Why she deliberately kept her brand regional, focusing on deeply serving stores within a 200-mile radius before ever thinking about expansion

• How she managed a lean team of 12 part-time employees, and the simple but game-changing decision to switch from making multiple flavors per day to just one

• The thoughtful process of selling her business to a values-aligned company that has maintained the brand's quality and integrity

This episode is brought to you by Settle. 

Settle helps you make smarter decisions, and keep your business on track to grow sustainably. Head over to settle.com/goodfood to learn how brands like Carnivore Snax use Settle to manage their cash flow and growth.

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

From helping you recognize sales patterns and trends, to identifying issues and opportunities, and seeing your customer and sales channel profitability, pivot tables are truly a secret weapon for improving your business profitability and cashflow!  

Tune into this episode to explore all of the valuable insights that pivot tables can provide and hear real world examples of how pivot tables helped Sarah’s clients. 

Learn more about our News Story:
FI Spotlight: ReInventing a CPG Brand

Join The Good Food CFO Community:
Follow us on Instagram: @thegoodfoodcfo
Connect on LinkedIn: @sarahdelevan
Watch on YouTube: @thegoodfoodcfo
Become a Member: BABOYOT

In this episode of The Good Food CFO podcast, we dive into the pivot that has founders across the industry applauding. Discover why this prestigious nut butter brand is saying goodbye to national distribution despite consistent growth, and how AI-driven pricing systems, automated forecasting, and erroneous chargebacks factored into their decision.

You’ll hear about:

• The hidden costs of "making it" in national grocery

• The moment that made them say "enough"

• How letting go of revenue might lead to higher profits

• What this means for the future of craft food brands

Whether you're a founder dreaming of national distribution or already navigating its challenges, this episode pulls back the curtain on one of the industry's biggest myths: that more stores automatically mean more success.

Get the story straight from Big Spoon Roasters:

A Spoon in the Road: Why We’re Breaking Up with Big Grocery

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

In this episode, discover how Argus Farm Stop flipped the traditional retail model on its head, giving farmers 70% of sales and complete control over pricing, and hear how they navigated legal battles over egg sales (and won!), and why farmers are actually moving TO their county instead of leaving.

From University of Michigan athletes using special cards to buy local produce, to working with state officials to change laws, this conversation reveals how a "crazy experiment" became a blueprint for transforming local food systems across America. Plus, find out the surprising connection between gas station architecture and the perfect farmers market layout.

Whether you're a food entrepreneur, farmer, or someone who cares about building stronger local food systems, this episode shows how rethinking traditional models can create lasting change - and sustainable profits - for small farms.

Connect with Argus:

Website: Argus Farm Stop

Instagram: @argusfarmstop

Facebook: Argus Farm Stop

Learn About the Farm Stop Conference! 

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT 

Through real world examples and their own experiences, they explore how these questions can help you understand what your customers really want, when to kill a project that's not working, and how to spot (and break through!) those tricky revenue ceilings. Plus, they share some super practical tips on creating an open team culture where tough conversations can happen. 

Whether you're evaluating partnerships, trying to understand customer needs better, or looking to build a more transparent team environment, this episode offers insights you can put into action right away.

Original Article:

25 Hard Questions Every Founder Should Ask Themselves

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Connect with Bread & Butter Law!

Website: Bread & Butter

Instagram: @breadandbutterlaw

Instagram: @sproutlaw

Instagram: @withkellybennett

Download their free Trademark checklist!

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT 

On this episode of The Good Food CFO podcast, Nathan shares how her decade of experience in CPG and deep roots in Jewish culinary culture led her to invent freeze-dried matzo balls - a culinary breakthrough that turns an hours-long cooking process into a 2.5-minute preparation. 

Beyond the innovation, she reveals how authenticity in branding and patience during development helped Nooish become a runaway success in the gifting market, particularly resonating with parents sending comfort to college students. Nathan's candid insights about pricing, growth strategy, and building a sustainable business make this episode essential listening for food entrepreneurs looking to create both meaningful products and profitable brands.

Connect with Sarah Nathan:
Website: Nooish
Instagram: @nooishfoods
TikTok: @nooishfoods
LinkedIn: nathansarah

Join The Good Food CFO Community:
Follow us on Instagram: @thegoodfoodcfo
Connect on LinkedIn: @sarahdelevan
Watch on YouTube: @thegoodfoodcfo
Become a Member: BABOYOT

With characteristic authenticity, she explores the complex emotions of being simultaneously grateful for a space while yearning for something different, a feeling many founders might relate to. As she prepares for this next chapter, Sarah shares how this unexpected journey has transformed not just her career, but her understanding of building something meaningful.

Join us for this intimate look behind the scenes as we bid farewell to where it all began.

The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Whether you're closing out a banner year or facing challenges, this episode offers practical insights for conducting your own year-end review and using those insights to chart a meaningful path forward. 

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

After years of underpricing her premium date-based treats and struggling with razor-thin margins, Sydney shares the pivotal mindset shifts that helped her raise prices, say "no" to unprofitable opportunities, and put her business health first. She candidly discusses overcoming people-pleasing tendencies, learning to be transparent with retailers about costs, and finding manufacturing partners who believe in her vision. 

This eye-opening conversation challenges common assumptions about food business margins and scale, offering valuable lessons for founders about sustainable growth. Sydney's journey proves that understanding your numbers and staying true to your risk tolerance can lead to better business decisions – and sometimes even increased sales after raising prices.

Connect with French Squirrel

Website: French Squirrel

Instagram: @frenchsquirrel.co and @sydney_kw 

Tiktok: @frenchsquirrel.co 

LinkedIn: Sydney Karmes-Wainer

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Plus, we’re announcing our latest Book Club Selection! 

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

Sarah discusses the importance of understanding individual business contexts rather than relying solely on industry standards, challenges prevalent beliefs in the food industry such as the notion that founders must sell their businesses to achieve financial success, and encourages founders to create unique business models that align with their values and goals, and breaks free from conventional expectations.

From Our News Segment:

Lexington Bakes Taking Transparency to the Next Level

Join The Good Food CFO Community: 

Follow us on Instagram: @thegoodfoodcfo 

Connect on LinkedIn: @sarahdelevan 

Watch on YouTube: @thegoodfoodcfo 

Become a Member: BABOYOT

She emphasizes the importance of gathering customer feedback and adapting products for success while staying true to her mantra: "live your bold, authentic life." As we explore her mission to create impact beyond profit, you'll gain valuable insights into the intersection of food, finance, and brand identity.

Don’t miss this inspiring episode—tune in to learn how Keesha is making delicious waves in the culinary world!

And remember to subscribe and leave us a review!

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Sarah and Producer Chelsea are discussing the importance of regularly comparing your models to your actual business outcomes, how to identify if your model doesn’t match reality (because as you’ll hear it is not always obvious!) and, of course, what to do about it.  

Sarah shares a recent instance where she recognized that a founder's model and reality weren’t matching up, how a Good Food Founder identified that labor costs were higher than modeled causing profit margin and cash flow issues, and the steps she’s taking to get her business back on track. 

Whether you’re a modeling expert or novice, this episode provides valuable insights for aligning your theoretical models with real-world data so you can make informed decisions, mitigate risks, and position your business for long-term success.

From Our News Segment

Farm Stops Create New Markets for Small Farms

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

There were a lot of “hot takes” on the recent PepsiCo acquisition of Siete Foods, a popular brand known for its grain-free tortillas and snacks. In this episode, Sarah offers her nuanced perspective, explores the reactions from various groups, including consumers, industry experts, and other founders, and discusses how the challenges and limitations of the CPG industry, coupled with the influence of investors and advisors create a system that is driving toward complete industry consolidation. 

We ask the question, how do we break the consolidation cycle? Explore the idea of rethinking what success looks like for good food businesses, and advocate for a reimagined food industry model that prioritizes financial viability, community impact, and sustainability, rather than national market share. Tune in to hear Sarah’s full take!  

Sarah invited CPG Operational Expert, Jessi Freitag to the show to find out.

Jessi is an operations and project management consultant helping CPG businesses get organized and scale. She’s also the former host of the Startup CPG podcast and has successfully led businesses from startup through growth while managing operations and teams. 

Jessi is shedding light on how well-organized operations and effective information sharing can transform your business and foster a vibrant company culture with happy employees and improved financial outcomes. She also shares that despite current cultural pressures to “automate everything” there are benefits to doing some things the old fashioned way. 

Through real-life examples Jessi shares practical advice and invaluable insights for avoiding common pitfalls when implementing new tools and systems, how simple file management strategies and team check-ins can save time, money and a lot of frustration, and her top picks for file sharing, project management, CRMs and more. 

Connect with Jessi:

Website: jessifreitag.com

LinkedIn: Jessi Freitag

Listen to Jessi’s Podcast: Iroh’s Corner

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

We’re exploring three financial models that every founder should use to make smarter decisions and mitigate business risks. 

Discover how a Pricing Model can align production costs with market expectations and reveal hidden margin opportunities, and dive into the practical application of the Good Food CFO's Perfect Pricing Calculator, a versatile tool for navigating various pricing scenarios and negotiations.  Learn how to create a Breakeven Model to identify critical sales numbers and break-even points to shape effective sales and spending strategies. Uncover the value of the Cash Flow Model in predicting future liquidity, ensuring that your business can meet its financial obligations even in challenging times. Packed with actionable insights, this episode is a must-listen for founders looking to ensure the financial health and success of their food business.

Learn more about the tools mentioned in this episode! 

From our News Segment:

How a Vermont Cheesemaker Helps Local Farms Thrive

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

This episode is packed with practical advice, inspiring BABOYOT moments, and valuable insights for food entrepreneurs.

Connect with Fishtown Pickles

IG: @fishtownpickles

Facebook: @Fishtown Pickle Project

Tiktok: @fishtownpickles 

Website: Fishtown Pickles

Inquiries: info@fishtownpickles.com

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Sign up for our Newsletter

Join us in The Good Food CFO Community 

In this episode, we kick things off with a Holiday primer to get you ready for the last quarter of 2024. Sarah shares what you should consider, analyze and plan for as we head into fall, as well as a list of free and low cost resources to support a successful Holiday shopping season.

Then you’ll hear her conversation with Kait, founder of Savorista, that centers around the work Kait took on during our CFO Office Hours this summer. Savorista is a caffeine conscious coffee company that Kait founded after she made the decision to switch to decaf herself. 

Working with Sarah in CFO Office Hours, Kait identified that her shipping and subscription offers were impacting her profitability in the wrong direction. She shares the steps she took to create new offers, and how she’s built the confidence to make those changes. 

Highlights from this episode include:

• What lead to Kait identifying that her shipping offer was eating into Savorista’s profit margin

• The importance of always planning for the worst case scenario 

• How to bring customers along when increasing prices or modifying your services

• Discovering that losing revenue doesn’t have to mean losing profits

After listening, if you’re feeling inspired to follow Kait’s lead as we head into Q4 check out all the food business holiday tools and resources mentioned in the episode below:

From the Podcast

Episode 26: How to Create a Profitable Shipping Offer

Episode 78: Planning for Your Most Profitable Q4 Yet! 

Good Food CFO Tools and Courses

Vision & Goal Setting

Creating a Profitable Shipping Offer

Bundles + Discounts Tool-Kit

Connect with Kait

Website: Savorista Coffee

Instagram: @savoristacoffee

Facebook: @savoristacoffee

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

Sarah recently shared on Social Media that one of her clients increased their July profit - year over year - from $19,000 to over $43,000.

It got lots of hearts and clap emojis, and one reply that said “this is so inspiring - how did they do it?”

In this episode, Sarah shares all of the details of how her client doubled their profitability. She walks Chelsea through the process of using a Profit Assessment to easily analyze the business, pinpointing what could (and should) be changed to improve profitability, the planning process, and how the founder successfully executed change. 

You’ll also learn:

• Why “selling more” was not part of this founder’s strategy for increasing profitability

• How and when increasing revenue can actually make your profitability and cash flow worse

• Tactics for balancing growth with cost-saving methods as you work to increase profits

• The reason Sarah always starts her process with a Profit Assessment, and the actionable insights the Profit Assessment provides

• Why the “check and adjust” cycle is crucial to building a financially successful food business

… and more!

Ready to dig into this work inside your food business? Take the Profit Assessment.

The Good Food CFO Book Club: 4000 Weeks by Oliver Burkeman

Grab your copy in our Book Shop

RSVP for our Live Discussion on Sept. 18th

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

20% of businesses fail in their first year, 30% by their 2nd year, and an additional 50% fail in year three.

In this episode, Sarah is joined by John Haskell, CFO Consultant and owner of Ranch Right, LLC. John has over 20 years of experience helping ranches become more profitable, starting new ranch businesses, and turning around failing ranches. Together, they are shedding light on the common causes of failure in business, and answering the question: Is it more important to have positive cash flow in your food business, or to be profitable?

They explore the difference between the “economics” and “financials” of your business, and the need to be honest with yourself about both. Sarah and John also define the various stages of starting, building and running a business, and share their guidance for prioritizing cash flow or profitability at each stage.

You’ll hear:

• What costs you MUST consider before launching your business, a new product or a new sales channel

• Why focusing on gross profit and cash flow is crucial in the early stages of your business to ensure financial stability

• What it means to “catch up to your overhead”, and how that impacts growth

• When you should start focusing on profitability in your business

• How to build cash reserves so can you weather the storms and seize opportunities during challenging times

• And More! 

Bonus Clips from this Episode:

Is leaving money in your business smarter than investing in the market?

Connect with John

Website: Ranch Right LLC

Facebook: Ranch Right LLC

Instagram: @ranchrightllc

Book a Discovery Call

From Our News Segment

Kroger-Albertsons Deal Would Remake Seattle-area Grocery Map

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

In this episode, Sarah is joined by Sara Hauman, Founder of The Tiny Fish Co. to discuss her vision for bringing the same values of sustainability and quality she stands by in a professional kitchen to the retail world. 

Sara shares her journey into CPG, which began with her desire to find a more balanced and fulfilling career outside of the restaurant industry. After appearing on Top Chef, she decided to pursue her passion for canned fish and started her own brand. 

They discuss:

• Why Sara believes that staying true to oneself and doing things in a way that aligns with personal values is more important than pursuing maximum profitability.

• What it can look like to prioritize financial security and a healthy work-life balance.

• How a business can be a side hustle rather than a full-time venture if it aligns with personal goals and priorities. 

• Sara’s commitment to education and consumer awareness on making sustainable choices about seafood and understanding the impact of the fishing industry.

• How she has adapted to customer feedback

• And more! 

Connect with Sara

Website: The Tiny Fish Co

Instagram: @thetinyfishco

Instagram: @chefsara_h

From our News Segment

Bringing Back Local Milk, Ice Cream, and Cheese

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

As a Food Founder, it can be overwhelming to sift through all that guidance and find what truly works for YOUR business. 

In this episode, Sarah shares another set of crucial "Never Do's" for Good Food founders and business owners. This list aims to help you avoid common pitfalls perpetuated by traditional business media and make informed decisions tailored to the unique needs of your food business.

You’ll hear:

• The importance of thinking critically about any advice you get to determine if it truly makes sense for your food business

• How two-way sync between QuickBooks and bill pay systems can create chaos in your financial reports

• Why you should never include overhead costs (like rent) in the calculation of cost of goods sold (COGS)

• What you should be including in COGs, and how to differentiate

• And more! 

From Our News Segment:

Kroger-Albertsons Deal is Haunted by "Spectacular" Past Failure

Kroger-Albertsons Deal Would Remake Seattle Area Grocery Map

Albertsons COO to Lead C&S Retail

Kroger-Albertsons Companies Announce an Updated Divestiture Plan 

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

In this episode, Sarah welcomes a panel of leaders to explore the real-life experiences and benefits of transitioning to employee ownership and cooperative business structures. 

Stacey Smith from Project Equity explains the different models like ESOPs, EOTs, and worker cooperatives, emphasizing their role in economic stability and community retention. Devra Gartenstein, founder of Patty Pan Cooperative, shares her journey of converting her food business into a worker cooperative to improve employee quality of life. And Monica Rocchino discusses her experience transitioning The Local Butcher Shop to a cooperative, highlighting the importance of financial literacy and structured management. 

You’ll hear:

• About the challenges and successes in converting traditional business structures to cooperatives.

• The role that financial literacy and education plays in employee ownership

• The variety of Governance and management structures in employee-owned businesses

• The importance of financial viability for transitioning to employee ownership

• How employee ownership promotes equity and fair compensation in the workforce

• The ongoing support and resources available for businesses considering employee ownership transitions

• And more!

Connect with our Panel:

Stacey Smith - Project Equity

Monica Rocchino - The Local Butcher Shop

Devra Gartenstein - Patty Pan Co-Op

The Good Food CFO Book Club:

BookShop

https://www.thegoodfoodcfo.com/live-events

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

From opening new locations to driving retail sales, the story of Boichik Bagels offers valuable lessons for food founders on their own path to building a successful business.

In this episode, Sarah welcomes back Emily Winston, Founder and CEO of Boichik Bagels, to discuss the growth and expansion of her business. Emily opened her first bagel shop in Berkeley in 2019 to huge success, with the New York Times declaring Boichik the best New York-style bagel in the country - full stop.

Since her first visit to the podcast, Emily has opened 5 locations in the Bay area, as well as an 18,000 sq. ft. bagel factory. She has completed 2 hugely successful raises on SMBX’s small business bonds platform, launched nationwide shipping, announced plans to expand to Los Angeles, and been awarded “Most Admired CEO” by the SF Business Times.

Along the way, Emily has had to make strategic decisions, lean into her role as a CEO, and adjust her expectations that everything will be a “home run”. But one thing remains the same: her vision to take over the world with great bagels! 

You’ll hear:

• How Emily is approaching new store growth differently from her last appearance on the show

• The impact that promoting a key employee to COO has had on the business

• What’s different now that she has officially taken on the title of CEO

• The challenges of breaking into distribution, and how Emily is adjusting her strategy

• Why Boichik is starting with 2 locations in Los Angeles

• And More! 

Bonus Clip from this episode:

How to Create a Company Culture, and Why You Should Enjoy Saying No 

Connect with Emily

Website: Boichik Bagels

Instagram: @boichikbagels

From Our News Segment:

The Revolution that Died on Its Way to Dinner

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah Delavan and producer Chelsea Stier dive into the topic of Bill Pay Systems and the financial workflows of food businesses. Along with learning about the primary functions and benefits of bill pay systems, you’ll hear how they can be utilized beyond simply paying your bills. Sarah also emphasizes the importance of implementing these systems even for solopreneurs and small teams.

In this episode, you'll learn:

• What Bill Pay Systems can do, AND what they are not yet capable of managing

• How implementing bill pay systems can declutter your inbox and create a more organized workspace.

• Why delegating bill pay tasks and utilizing approval functionality allows for better cash flow management and control over payments

• What you should consider when choosing a Bill Pay System for your food business

• And More! 

Join the discussion, and explore how creating efficiencies and improving communication can lead to unlocking potential and growth in your food business!

In this week’s News Segment, Sarah and Chelsea tackle the eye-opening stories about the lesser-known world of restrictive covenants in the grocery industry. They delve into the practices that impact food access and shed light on the role big retail and grocery businesses play. This is another story that emphasizes the need to advocate for a more equitable and accessible food system!

As always, if you have any questions, insights, or feedback on this episode, please reach out to our team at hello@thegoodfoodcfo.com. We'd love to hear from you!

From our News Segment:
How Leaving Stores Closed for Years Helps Grocery Chains and Hurts Communities
How Closing Grocery Stores Perpetuate Food Deserts Long After They’re Gone
How Some Big Grocery Chains Help Ensure That Food Deserts Stay Barren
Lease Resistance
Food Deserts, Racism, and Antitrust Law

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

What opportunities and challenges might arise from incorporating AI into your business operations?

In this episode, Sarah welcomes Meg Faibisch Kuhn, an expert in AI, to discuss the applications of generative AI in your food business. Meg is the founder of Aioli, an AI education and consultancy firm specializing in helping founders understand, learn, and apply AI in their work. 

Meg's first hand exposure to critical operational and marketing bottlenecks has equipped her with the insights needed to harness the potential of user-friendly AI technology. By combining her deep industry knowledge with the latest AI innovations, Meg offers tailored training programs, expert guidance, and practical resources to empower her clients on their AI journey. 

You’ll hear Meg explain how tools like ChatGPT and Fathom can streamline processes, improve efficiency, and save time (and money) for food businesses. Whether it's drafting newsletters or conducting market research, AI can bring you a step closer to your goals. Meg also highlights the importance of data privacy and offers practical advice for founders on leveraging AI.

They discuss:

• How to get started with AI, and the tools available to streamline your business

• The ways AI can elevate your communications strategy

• Saving time by creating standard operating procedures (SOPs) with AI

• How generative AI can create synthetic focus groups to test new ideas and gauge customer reactions

• Tips for keeping your data secure

• And so much more! 

Sign up for your free 30 minute audit with Meg, and get started with Generative AI today! 

Then check out our bonus episode with Meg, recorded exclusively for BABOYOT members.

Connect with Meg:

Website: Spread Aioli

LinkedIn: Meg Faibisch Kuhn

From our News Segment:
Can AI Help Cut Plastic Waste from the Food System?

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

In this episode, Sarah is joined by entrepreneurs Pace Webb and Chris Georgalas as they share their journey in the food industry. They discuss their backgrounds, the founding of their businesses, and the challenges they faced, including the impact of COVID-19. Pace talks about her early entrepreneurial experiences and her catering company, Taste of Pace, while Chris shares his transition from Wall Street to co-founding Daddy's Chicken Shack. They highlight the importance of customer feedback, strategic decisions, and forward thinking.

With a track record of entrepreneurial success spanning 20 years, Pace has proven herself as a dynamic force in the business world. As the founder of Taste of Pace and Daddy's Chicken Shack, she has a reputation for excellence in the culinary industry. Chris Georgalas is a seasoned professional and entrepreneur with over two decades of experience in business analysis, investment strategy, client relations, and technology. His passion for hospitality, the guest experience, and consumer insights, coupled with an affinity for innovative technologies, has been a driving force throughout his career. 

Pace and Chris went on to collaborate with Area 15 Ventures to expand the company infrastructure, develop franchise models, and successfully sell 150 units nationwide within 18 months, ultimately leading to the sale of Daddy’s Chicken Shack to Area 15 Ventures.

In this conversation, you’ll hear:

• How Pace pivoted from high end catering to selling fried chicken sandwiches

• What the pandemic did to their catering business, and why they knew it was time to pivot

• Chris’s vision for the future of the food industry, and how that played into they way they built Daddy’s Chicken Shack from the start

• How they decided to franchise Daddy’s, and when they knew it was time to walk away

• And so much more! 

Connect with Taste of Pace

LinkedIn: Taste of Pace

LinkedIn: Chris Georgalas

From Our News Segment:

PBS: A Brief but Spectacular take on Painting the People Who Feed America

BABOYOT Member Highlight:

Wild Muskoka Botanicals

Annual Member Chris Gilmour

Website: Wild Muskoka

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah is joined by Lauren Montgomery, the founder of Monty’s, to discuss the intricacies of building a sustainable food brand. Lauren's journey from a deep passion for nutrition to creating the cleanest ingredient cashew cream cheese and plant-based butter on the market is both inspiring and educational.

Lauren shares how Monty’s early and fast growth caused some growing pains, and how a pause to recalibrate helped her lay the foundations that would eventually allow for the sustainable growth she is enjoying today.

You’ll hear:

• What made Lauren decide to slow down and ensure every aspect of the business was in alignment with her vision

• How she approached reducing costs without sacrificing the integrity of her product

• The importance of diversifying your business

• Lauren’s best advice for emerging food business founders

• And more! 

Connect with Lauren

Montys Website: livemontys.com

Montys Social: @montysnyc / @thefulllaurenmonty

From Our News Segment:

Foxtrot Returning to Chicago Under New Company

Foxtrot Reopen Chicago, Dallas, Austin Locations

Foxtrot Chicago, Dallas, and Austin Corner Store Comeback

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

The Good Food CFO has answers! 

In this episode, Sarah Delevan, The Good Food CFO is answering financial and business questions submitted by our BABOYOT members, and offering live coaching to member Chris Gilmour, Co-Founder of Wild Muskoka Botanicals.

Sarah answers:

• What is the difference between Debt and Equity funding?

• I know I need to increase my margin, but where do I start?

• How do I create a marketing budget for my new retail opportunities?

Do you have questions for The Good Food CFO?

You can join us for our next Live Q+A by becoming a BABOYOT member. Your membership is direct investment in this podcast, and our goals of creating a more equitable and vibrant food system, as well as helping us keep this podcast ad-free. 

In exchange, you’ll get access to benefits like:   

• Access to our library of bonus clips

• A brand highlight on the podcast

• Beta testing of new tools before we release them

• And more! 

Learn more about  BABOYOT membership

From our News Segment

Last Call: Sacred Serve serving up last pints

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In this episode, Sarah is joined by Peter Gialantzis, CMO of Pod Foods, as they explore the difficulties that emerging food brands face in national distribution. Peter is a 25-year veteran of the Grocery industry, with senior leadership roles at Whole Foods Market, Lucky’s Market, and KeHE Distributors prior to joining Pod Foods. His passion for food has led him to dedicate his career to opening accessibility to good, healthy foods to as many markets as possible.    

Sarah and Peter discuss the high transportation costs and the challenges of collaborating with large distributors. Emphasizing the need for a growth plan that matches a brand's financial resources, the conversation also introduces Pod Foods, which aims to address these issues by offering a secondary distribution option for innovative emerging brands. They also discuss the need for cost certainty and transparency to facilitate a smoother distribution process, underscoring the importance of a distribution model that supports the unique needs of growing brands for sustainable market success.

You’ll hear:

• Insight into the high costs of transportation and complexities of working with larger distributors

• Why there are limitations to working with larger distributors for smaller brands

• The importance of cost certainty and transparency in the distribution process

• Difficulties faced by emerging brands in the food industry

• How a tailored distribution model can meet the specific needs of emerging and smaller brands

• And more! 

Bonus Clips from this episode:
Food Industry Veteran Talks About Distributor Priorities
Deductions Hurt, Especially Spoilage

Connect with Peter
Website: Pod Foods
LinkedIn: Peter Gialantzis

From our News Segment:
Tony’s Chocolonely Secures Deal with Howard Schultz

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

Are you confident in choosing the right platforms to reach your consumer base?
How do you incorporate consumer preferences into your marketing strategies?
How can you measure the success of your marketing efforts?

In this podcast episode, Sarahis joined by Ali Cox, CEO of Noble West, to discuss the intricacies of online marketing and advertising for Good Food brands. Ali Cox is an agriculture and food ingredient marketing visionary and founder of Noble West, an award-winning marketing consultancy that specializes in the entire agricultural ecosystem. From fresh produce and nuts to dairy and agTech, Noble West works in all aspects of agriculture.

As a fifth generation farmer, Cox returned home to California’s Central Valley in 2007 with the singular goal of making world-class marketing services available to the abundance of farmers and growers in the area. A fierce advocate for farmers, Ali’s deep personal connection to the land blended with her business acumen has made her a highly sought after strategist by her clients. 

Together, Sarah and Ali explore the challenges of achieving a return on investment and the importance of understanding consumer insights and brand identity. Ali stresses the significance of setting Key Performance Indicators (KPIs) and aligning them with business goals. They also highlight the necessity of transparent reporting from marketing agencies and the value of establishing a partnership rather than a transactional relationship with these agencies. 

You’ll hear:

• The common challenges and strategies related to marketing and advertising for brands

• How to measure ROI in marketing and online ads

• The importance of setting clear KPIs and understanding business goals

• Understanding consumer insights quantitatively and qualitatively

• How to spot the difference between a partner and vendor relationship 

• The strategy for a targeted approach based on budget and goals

• And much more! 

Connect with Ali!
Website: Noble West
Instagram: Ali Cox
LinkedIn: Ali Cox

Visit our BookShop to get your copy of our newest Book Club selection! 

BABOYOT Member Highlight

Ovtene

Monthly member - Sharon Jorgensen

Website - www.Ovtene.com

Instagram: @ovtene

Stay Connected!

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Sometimes, growth isn't just about expanding - it's about evolving. 

In this episode, Sarah and Chelsea delve into the story of Foxtrot - the convenience store delivery business that soared with ambition but faced the stark reality of rapid expansion. Founded in 2015, Foxtrot's initial success was noteworthy, but the journey from a single retail location to 33, plus the leap into other markets, provides a cautionary tale about the perils of scaling up too fast.

We discuss Foxtrot's initial success, its expansion, and the diverse funding rounds it went through. The conversation also covers the company's focus on technology and the challenges of rapid growth, including the sustainability of their business model. Then we get to Foxtrot's merger with Dom's, leadership changes, and the eventual closure of the company, highlighting the financial struggles and the impact on employees and suppliers.

We hate to see any small food business close the doors, but it is important for us to take a look and understand what happened, so that we can avoid the same outcome.

For Founders Impacted by the Closure:

How Pod Foods is helping Brands impacted by the closure of Foxtrot and Dom’s

Founders supporting each other on Instagram

Sources:

What Went Wrong at Foxtrot
Dom’s Kitchens and Markets Parent Company Names New CEO
NVC Alum Foxtrot Closes $42 Million Series B Round with $200,000 Investment from UChicago
Foxtrot, Dom’s Kitchen & Market Closing All Locations
Five Years on, Foxtrot Hasn’t Broken its Stride
Foxtrot Raises $100 Million Series C
Foxtrot Funding History

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When you focus on YOUR vision, the health of your business and brand loyalty, and have the patience to see those seeds blossom, there is no limit to what you can achieve. 

In this episode, Sarah welcomes Jeff Wiguna to the show. Jeff is the co-founder and CEO of Kuju Coffee, the leading single-serve pour over brand in the US built on the foundation of their outdoor roots. They discuss the origins of his outdoor-focused coffee company, which began with a successful Kickstarter campaign in 2015. 

Jeff emphasizes the importance of brand consistency, customer trust, and understanding market dynamics. He also talks about the strategic decision to avoid traditional venture capital funding, focusing instead on profitability and organic growth. They touch on the significance of cash flow, forecasting, and honest business relationships. Jeff also highlights the value of patience in business and his vision for using his brand to support children in the foster system. 

Tune in to hear:

• If a Kickstarter campaign is still a viable method of initial funding

• Importance of consistency in what differentiates your business 

• What it truly means to have a healthy business

• The value of patience in business and its impact on long-term vision

• An argument for avoiding traditional venture capital funding

• And much more!
  
  

Bonus Clips from this Episode:

Can You Build a Successful CPG Business without Funding?

What Role Does Brand Loyalty Play in Growing Your Sales Channels?

Connect with Jeff

Website: Kuju Coffee

LinkedIn: Jeff Wiguna

Instagram: @kujucoffee

From our News Segment

How Pod Foods is helping Brands impacted by the closure of Foxtrot and Dom’s

Founders supporting each other on Instagram

BABOYOT Member Highlight

Boichik Bagels

Annual Member - Emily Winston

Website: Boichik Bagels

Instagram: @boichikbagels

Stay Connected!

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

But today’s Venture Capital landscape can be difficult to navigate, with high expectations for returns, investors that don’t quite understand your business, and the overall slow down of venture funding in the last year.

In this episode, Sarah is joined by Melissa Facchina, Co-Founder & Co-Managing Partner of Siddhi Capital. Growing up in the food industry and working in her father's factory, Melissa went on to support more than 300 food and beverage clients through her first venture, Siddhi Ops. Since March 2020, she has served as Managing Partner at Siddhi Capital, which she co-founded with Steven Finn that manages an early-stage venture capital fund in the food and beverage industry.

In 2019, Melissa co-founded, and sits on the board of, a non-profit organization called the Women on Boards Project which was formed to ensure that board seats in the consumer packaged goods industry are filled by diverse women.

Sarah and Melissa discuss the evolution of funding in the food industry. The investment world is tricky, and Melissa didn't shy away from discussing the pressures and expectations that come with it. They dove into the importance of picking the right investors and staying true to your business's core values, especially in today's capital-constrained environment. She emphasized the need for practicality and sound business fundamentals amidst investor pressure for growth. 

You’ll hear Sarah and Melissa discuss:

• Melissa's experience in the dairy factory and her passion for being an efficient operator

• The founding of Siddhi Ops and its role in launching, scaling, and de-risking businesses

• The challenges of financial forecasting and the need for realistic projections

• Investor-created pressure for unrealistic growth targets and its consequences for good food founders

• Different life cycles of businesses and the varying paths to success, including the impact of outside investment

Bonus Clip from this episode:

What you MUST consider before working with an Investor

Connect with Melissa

Website: Siddhi Capital

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

You are not alone! 

In this episode, I’m sharing the financial "never do's"  - things that founders should be wary of, and the cautionary tales from my experience as a CFO consultant that I believe are crucial for any business owner to heed. 

Chelsea and I discussed:

• The problems with syncing apps and e-commerce sites to accounting software

• Why you shouldn’t be using new online-only banks without proper research into their reliability, FDIC insurance, and fee structures

• The importance of good data management 

• My experience with Square's checking account and the challenges of reconciling transactions

• The importance of testing financial systems and consulting with financial teams

• And More! 

We're compiling a list of "never do's" to save you from extra headaches and work, and we want to hear from you! Your story could be the cautionary tale that saves a fellow founder from financial frustration. Let us know at hello@thegoodfoodcfo.com

From our News Segment:

We Need to Talk About Trader Joe’s

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In this episode, Sarah is joined by brand strategist Kathy Guzmán Galloway. Kathy shows us  that success doesn't necessarily mean creating a product for every niche, but rather making strategic decisions informed by a deep understanding of consumer behavior and preferences.

With 20 years of CPG experience, Kathy, known as The Clarity Wizard, has helped hundreds of organizations increase revenue and decrease risk by clarifying their brand positioning. She’s worked with brands like Nature Made, Lay’s, and Chiki Chiki Boom Boom, among others, to turn strategy and data into action. 

Sarah and Kathy dive into the intricacies of consumer needs. It's not just about the what – it's about the why behind the choices our customers make. Flavor, serving size, and cultural context can shape product development, pricing, and marketing strategies. Kathy emphasizes the importance of holistic brand strategy and the implementation through your entire business model.

You’ll hear:

• Why brand positioning is crucial for success in the market, and how brands should align their pricing decisions with their brand promise and target audience.

• The importance of understanding the real-life experiences of different demographics

• How emotional and cultural nuances can impact messaging and product offerings

• The financial impact of understanding and catering to diverse consumer groups

• And more! 

BABOYOT Member Bonus Clips from this episode:

How to Approach Diversity within Your Organization

More News with a Branding Expert

Connect with Kathy

Instagram: @yes_kg_is_me

Facebook: Kathy Guzmán Galloway

LinkedIn: Kathy (Guzmán) Galloway

​​Schedule a discovery call here: www.calendly.com/kathygalloway

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

We look at some examples, and demonstrate how 3 different margins affect financial stability, and emphasize the importance of founders setting their own financial comfort levels and understanding the implications of their margin choices. We also share our tools and resources that will help business owners make informed decisions about pricing and growth strategies.

You’ll hear:

• The importance of  being in control of your finances and making informed decisions about your business

• Why Sarah picks on 50% product margins

• How a 40%, 50% and 60% margin can dramatically impact your need to take on more debt in order to grow your business

• The things you should consider about running your business at each of these margins 

• And more!

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Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Errol is now a Partner in the leading investor-grade sustainability benchmarking firm, Impakt IQ and has been a board member, advisor and partner for over 30 emerging brands and independent grocers. He is active in regional food policy, is Host of The Checkout Podcast and frequently writes for Forbes.

In this episode, Errol joins Sarah for a lively discussion covering everything from how grocery stores make money to the lack of policy enforcement that continues to hurt small food brands looking to find space on the shelf.

You’ll hear:

• How grocery stores make money through promotions, trade spend, and product differentiation.

• The business models of grocery stores vary, with mass market chains focusing on everyday low cost and smaller supermarkets emphasizing higher gross margins.

• Why product differentiation and innovation are crucial for grocery stores to stand out in a competitive market.

• How consolidation, centralization, and the lack of enforcement of antitrust laws continue to create challenges for independent brands

• And so much more! 

Learn more about Errol:

The Checkout
Grocery supply chains: Understanding why eggs cost what they cost
Forbes Articles

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

We explore the differences between accrual-based accounting and cash-based accounting, and how each method affects the calculation of COGS. We also clarify the distinction between unit COGS and business COGS, and the significance of knowing both. 

Then Sarah shares the industry “rules” that she breaks, like including overhead in COGS and emphasizes the importance of keeping COGS elements separate. 

You’ll hear:

• Why the concept of cost of goods sold (COGS) is crucial for assessing the financial health of a business.

• How accrual-based accounting and cash-based accounting have different implications for calculating COGS and understanding cash flow.

• The importance of differentiating between unit COGS and business COGS, as they provide different insights into the profitability of a product and the overall business.

• Why excluding overhead from COGS allows for a clearer understanding of the true cost of producing a product.

• How keeping COGS elements separate and analyzing them individually helps identify areas for cost optimization and pricing strategies.

From Our News Segment

Federal Trade Commission Sues to Stop Kroger-Albertsons Merger

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What if there was an easier way? That was the question Peter Henry asked himself when he created Ten by Ten logistics in December 2019 after five years of selling cheese and running stands in NYC’s Greenmarkets.  

Now, with the help of an incredible team at markets, at the warehouse and behind the wheel, he helps twelve producers and farmers operate their NYC farmers markets. And while he may not be ready to take his services nationwide, he has a lot to say about connections at the Farmers’ Market, and how you can create your own system through team work with other farmers and small batch producers in your region.  

Connect with Peter

Website: Ten By Ten

Instagram: @tenbyten_logistics

From Our News Segment

Investment Is Flowing to US Grass-fed Beef Again. Will It Scale Up?

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You won’t find the answers looking at your P+L statement. That shows the operational profitability of your business and it's looking at your business in the past. A cash flow projection is looking to the future. 

In this episode, Sarah is breaking down 3 methods for projecting and managing your Cash Flow, so that you can understand how cash is flowing through your business, make spending decisions with confidence and even run scenarios to see what’s possible for the future.

The Good Food CFO is also sharing our low cost Cash Flow Projector tool so you can take control of your cash flow today! Just visit thegoodfoodcfo.com today to get started. 

Stay Connected!

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

But what if you could slow down, take a pause, and reflect on what is really important to you, in business, and in life? That’s what our guests, Elizabeth and Maggie, want to help you accomplish with their Slow Business Retreat.

In this episode, they join Sarah to have a discussion about their business philosophy and how that evolved into their latest venture.

A returning guest to the podcast, Elizabeth Eichhorn is a seasoned entrepreneur and a dedicated leader who believes that true leadership is rooted in active participation. With over a decade of entrepreneurial experience, Elizabeth has emerged as a guiding force in the business world. Having coached over 1,000 business owners on strategy and business development, she brings a wealth of knowledge and insights to the table.

As the owner of MaggieGentry.com and founder of Own Your Why®, Maggie Gentry believes that heart and intuition are the keys to an impactful business. Maggie supports high-conscious entrepreneurs who are looking to intentionally grow their business with more ease through her unique blend of insightful business coaching and mindful marketing consulting. 

Listen in as they connect with Sarah on:

• Their very similar philosophy on business and how to do it on your own terms

• The signs on burnout that they each have experienced as business leaders

• How those experiences lead to the development of the Slow Business Retreat

• What the retreat has to offer Good Food Founders looking for a sacred pause.

• And much more! 

You can hear Sarah’s full conversation with Elizabeth and Maggie as a +(plus) member inside The Good Food CFO Community. When you upgrade your membership, you’ll get access to this full length episode, as well as our library of bonus clips and episodes, live Q&As with podcast guests, and even attend live podcast recordings. Learn more at thegoodfoodcfo.com/join

Learn More about the Slow Business Retreat!

Connect with Elizabeth

Website: Elizabeth Eichhorn

LinkedIn: Elizabeth Eichhorn

Connect with Maggie

Website: maggiegentry.com

LinkedIn: Maggie Gentry

From our News Segment

Sweetgreen wants to be the ‘McDonald's of its generation.’ A rival could beat it.

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In this episode, Sarah is sharing the role she played in the negotiations between her client and a distributor that could result in $1 Million in the first year alone! She walks us through everything the founder has done to ensure the deal will be successful, beneficial and profitable. 

You’ll hear:

• How the opportunity came to be

• The pre-work that the founder did to analyze if the deal would work (yes, we are revisiting the time study!)

• What questions were key in developing a product that could deliver on margin

• And how Sarah’s work helped bring the numbers all together!

Stay Connected!

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YouTube: @thegoodfoodcfo

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Jason McAlpin is the Founder and CEO of daio – a better sparkling water that combines incredible flavor with functional ingredients. The brand is set to launch in 2024. As a former college basketball player for the University of Maryland, Jason quickly learned the vital role of proper nutrition.  After college he went on to launch Under Armour’s first ever basketball footwear business, received an MBA from UNC and spent 9 years at Coca-Cola in brand management across iconic brands such as Coke Zero, Coke, POWERADE and vitaminwater.

In this episode, Jason joins Sarah to discuss the work that he did throughout the pre-launch process. They both share the biggest lessons they have learned around planning and forecasting so that you can enter a launch with confidence.

You’ll hear:

• The COGS “trap” that Jason is avoiding

• His approach to COGS, and what happened when vendors couldn’t meet his targets

• His margin expansion plan that DOES NOT factor in scale

• Jason’s approach to sales planning

• And much more

Being a certified minority-owned business, Jason also recognizes the importance of nurturing the next generation of successful minority entrepreneurs, which is why daio will donate to and partner with charities that provide top grade school education access and resources to kids – particularly Black and Brown kids - living in underprivileged neighborhoods across the nation.

You can hear Sarah’s full conversation with Jason as a +(plus) member inside The Good Food CFO Community. When you upgrade your membership, you’ll get access to this full length episode, as well as our library of bonus clips and episodes, live Q&As with podcast guests, and even attend live podcast recordings. Learn more at thegoodfoodcfo.com/join

Connect with Jason
Website: Drink daio
LinkedIn: Jason McAlpin

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

The Great Game of Business written by Jack Stack and Bo Burlingham, is a documentation and story telling of how SRC Holdings Corporation was approaching business differently.

SRC wasn’t run in the traditional top-down way most other companies are. They practiced what Jack calls “Open Book Management” and found success playing “The Great Game of Business”. The result was that they built a repeatable system that enabled their associates to run the company and even branch off to build a new arm of the business.

In this episode you’ll hear what I took away from this book, including: 

• How to communicate to your team about the big picture, and what you are trying to accomplish

• What it means to operate under Open Book Management

• Creating the game plan, setting the right goals, and getting buy-in from the team

• The tools and resources you can use to support all of this work

You can read along with us, get your copy of The Great Game of Business from our BookShop today! 

From Our News Segment:

The Food System is Having a Big Screen Moment - Civil Eats

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Bryce Fluellen developed and implemented strategic programs at Starbucks, Magic Johnson Enterprises, and the American Heart Association to drive systemic change to benefit underserved populations and communities. He was a classically trained chef, and operated a Los Angeles full-service catering company, Yams Catering, where he created partnerships with health-focused organizations to educate black and brown communities about healthy eating.

In 2022 Bryce Fluellen was named one of the 50 most influential restaurant leaders by the NRN Power List. He also served on the executive committee of the Los Angeles Food Policy Council. 

Bryce shared:

• How his family influenced his path in life

• The college job that changed his trajectory

• All the experience in the food industry that shaped him into the leader and mentor that he was

• His passion for learning that led to finding unconventional ways to fund a for-profit business

• And much more

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

In this season opener, we are answering the #1 question we get asked inside The Good Food CFO Community - “How do I scale my business?”

You’ll hear Sarah breakdown:

• The difference between growth and scale

• If it’s even possible to scale a food business

• The steps you can take to create a financially sustainable growth plan

• And a list of free resources to support you in creating that plan

Episodes we mentioned:

Episode 56 - Rethinking Cash Flow

Episode 58 - Demystifying Sales Projections & Annual Planning

Episode 89 - Breaking Down the Price vs Margin Conundrum

From the News Segment:

Indoor Agriculture Faces a Reckoning

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah breaks down a different way of thinking about your finances and improving your cash flow and profitability. She takes us step by step through the same process she uses with founders everyday to understand what is keeping them from profitability, and what steps can be taken to improve cash flow in the business.

Learn more about the Profit Assessment.

From our News Segment

So Many Unicorns, So Little Cash

A Once in a Lifetime Financial Event is Here

Stay Connected!

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Whether you’re a founder managing trade spend for one partner or hundreds, having the right system in place can ensure you stay on budget and receive proper payment from all of your distributors and retailers. 

In this episode, Sarah got to sit down with Nikki to discuss managing trade spend, and what kind of systems you can put in place to support you and your team at any size.

You’ll hear:

• How Nikki’s background in CPG at companies like Lily’s Sweets, Perfect Snacks and Justin’s Nut Butter inspired her to create Vividly

• What you need to get started managing your trade spend. Spoiler alert: You can start with just Excel

• Ways to support your sales and accounting teams, and ensure everyone has access to the right information

• When it might make sense to utilize a partner like Vividly in managing your trade spend.

Free Resources from Vividly:

Deduction Scanner

ROI Calculator

Retail Playbook

Connect with Nikki

Website: Vividly

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Eran grew up watching his father grow a successful import business that was built on integrity and customer service. A South African transplant, Eran started his career at Deloitte, giving him a strong background in finance. He was an early employee at Plated, where he focused on building planning and sourcing programs. He then went on to join Nuts.com, one of the world’s largest nuts and specialty ingredient e-commerce companies. He was quickly elevated to COO and quadrupled the company’s capacity to support growth in 2020. All of this experience led to Ingredient Brothers, where Eran and his team are trying to solve some of the biggest problems he encountered in the food industry.

In this episode, Sarah and Eran connect over their shared buyer and finance experience, building a relationship with your purveyors, and Eran shares an approach to strategically reducing ingredient costs that was spot on and totally new to us! 

You can hear Sarah’s full conversation with Eran as a +(plus) member inside The Good Food CFO Community. When you upgrade your membership, you’ll get access to this full length episode, as well as our library of bonus clips and episodes, live Q&As with podcast guests, and even attend live podcast recordings. Learn more at thegoodfoodcfo.com/join

Connect with Eran

Website: Ingredient Brothers

LinkedIn: Ingredient Brothers

LinkedIn: Eran Mizrahi

From our News Segment

Civil Eats : The Government Spends Billions on Food. Who Benefits?

Federal Good Food Purchasing Coalition

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Join us in The Good Food CFO Community 

We need to look at the benefits of doing things differently, the benefits of doing what is right for YOUR business, rather than what is generally celebrated in the public eye without context. 

In this episode, Sarah shares the reasons behind right-sizing and pulling out of retail, and we hear from 2 founders that chose to right-size, and their reasons behind the move. Sarah also discusses how right-sizing can impact your bottom line in a positive way, and gives us an update on our founders’ stories.

You can hear Sarah’s full and uncut conversations with founders April and Leah as a +(plus) member inside The Good Food CFO community. When you upgrade to +(plus) membership you gain access to full length episodes, bonus clips and episode, live Q&As with podcast guests, and even attend live podcast recordings. Learn more about upgrading to a +(plus) membership at thegoodfoodcfo.com/join

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Francesca joins Sarah to talk about her transition to the Food Industry and the lessons she’s learned along the way. You’ll also hear about her approach to giving back, as well as her mindset around setting goals and taking Ciao Pappy into the New Year.

You can hear Sarah’s full conversation with Francesca as a +(plus) member inside The Good Food CFO Community. When you upgrade your membership, you’ll get access to this full length episode, as well as our library of bonus clips and episodes, live Q&As with podcast guests, and even attend live podcast recordings. Learn more at thegoodfoodcfo.com/join

Ciao Pappy is graciously offering our listeners 15% off your purchase using the discount code "ciaoCFO15" 

Connect with Ciao Pappy! 

Website: Ciao Pappy

Instagram: @ciaopappy

TikTok: @ciaopappy

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah and Chelsea discuss two articles that put the Brand/Retail relationship at the forefront.

First, in the news segment, Sarah shares a Civil Eats article that highlights why mid-size farms and brands are disappearing from retail shelves. Then in the main episode, Sarah and Chelsea discuss an article that has been on Sarah’s mind since January 2023.

Read the Grub Street Article

Welcome to the Shoppy Shop : Written by Emily Sundberg

Read the article from our News Segment

As Grocery Stores Get Bigger, Small Farms Get Squeezed Out : Written by Lisa Held

We will continue the conversation from this episode during a Live Fireside Chat inside The Good Food CFO Community on Tuesday, November 28th. Fireside Chats are open to ALL community members. Join us inside the community, and RSVP for this discussion! 

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah gets to connect with Emily after years of following each other’s careers online. They become fast friends as they discuss all the common pit-falls they have encountered while working in the food industry and supporting Good Food Founders.

Emily will be joining us inside The Good Food CFO Community on Tuesday, January 9th 2024 for a Live Q&A with our +(plus) members. Visit thegoodfoodcfo.com/join to learn more about becoming a +(plus) member.

Connect with Emily

Website: kitchenthink.co

Instagram/TikTok: @the.kitchen.think

Learn More About Food Biz School

Website: foodbizschool.co

Instagram/TikTok: @food.biz.school

YouTube: @food.biz.school

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

In this episode, Sarah and Chelsea share all the details on the Book Club, and announce the very first book, Stolen Focus by Johann Hari. 

You’ll hear:

• How the Book Club will work

• Why Sarah chose Stolen Focus as the first book

• Key takeaways from Stolen Focus with our friend Lindsay O’Donnell, Founder of Piquant Marketing

• All about our new partnership with Bookshop.org

Our first Fireside Chat :: Book Club will be held on Tuesday, December 12th. If you want to join us, you can RSVP inside The Good Food CFO Community. 

Not a member yet? Join now, it’s free! 

Visit The Good Food CFO Bookshop to get your copy of Stolen Focus today! 

Stay Connected!

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YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, we are taking a step back and doing just that. Sarah is joined by Katie Mleziva, a Food Brand Strategist with over 20 years of experience in Brand & Marketing Strategy working across a range of brands from Fortune 500 companies back in her corporate days, and now choosing to work with smaller food startups and farms as the founder of Real Food Brands.  Katie is the host of the Real Food Brands Marketing Podcast and creator of Brand Strategy Streamlined™ where she’s working to shake up shopping carts and help more people get access to real food by guiding food producers to go from making a great product to building a strong brand.

Katie walks us through her step by step process to develop a brand strategy that is authentic to you and your business and will connect to your audience.

We were also joined by Good Food CFO+ members in this Live recording. You can hear Katie answer their questions, as well as the full length episode, as a +(plus) member inside The Good Food CFO Community. For more information visit thegoodfoodcfo.com/join

Connect with Katie:

Website/Podcast: Real Food Brands

Instagram: @realfoodbrands 

Facebook: Real Food Brands group

LinkedIn: Katie Mleziva 

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Then, you’ll hear the conversation that has been on Sarah’s mind since August. It all started on a birthday road trip, while overhearing many frank conversations about money. Sarah asks the questions that came up for her after noticing an interesting pattern.

Sarah and Chelsea discuss:

• Why women don’t often talk about money

• Just some of the reasons this conversation is so complicated

• Whether or not we should let go of the “social norms” that dictate how we talk about money

• And they contemplate ways we can all break free of the hold money can have over us

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah talks with Percy Swint, founder and designer of Prophit App. Percy has worked for some of the biggest tech companies including Quicken Loans (Rocket Mortgage), Compass Real Estate, and Intuit. Percy was born and raised in Philadelphia, PA, before receiving a Bachelor's degree in Landscape Design from Penn State University and moving to Southern California in 2013. 

An entrepreneur at heart, Percy began his graphic design business and acquired much of his clientele via craigslist and word of mouth. One client in particular would come to be his wife. Early in their relationship, Percy and his wife Maile operated a gourmet dessert business. Some of the hardships they faced brought about Prophit, a software for food & beverage manufacturers that helps them track their costs and inventory. 

In November 2022, Percy launched Prophit, and he’s on the podcast today to share the evolution from spreadsheet to online tool, how it works, and how it can impact founders across the good food industry.

Percy is offering a special discount for our listeners! You can start your free trial of Prophit, and get access to 30% off when you sign up for any subscription here. 

Connect with Percy

Prophit Website: prophitapp.com

Prophit IG: instagram.com/prophittech

Prophit FB: facebook.com/prophittech

Design Portfolio: percyswint.com

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community  

In this episode, Sarah is taking the stress out of creating your Q4 plan! And she’s offering up all the free and low cost resources available to make it even easier.

Free + Low Cost Resources:

Episode 26 : How to Create a Profitable Shipping Offer

Episode 28 : Tips for a Profitable Holiday Season! 

Episode 58 : Demystifying Sales Projections & Annual Planning

Annual Planning + Forecasting Course

Bundles + Discounts Tool Kit

Creating a Profitable Shipping Offer Workshop

Quick Question 

CFO Office Hours

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

The Fuller Sisters are sharing:

• The transition that took them from the body-building world to building a meal prep company

• How digging into the financial ground work early on built their financial confidence and set them up to make the investments that would support their vision 

• The importance of setting boundaries 

• Why making self care a priority is a must, not an option

• How their vision has expanded and created more opportunities to live their purpose

Connect with Bree & Michaela

Website: Fuller Nutrifuel

Instagram: @fullernutrifuel

Instagram: @tableandtinescatering

Instagram: @pavedpodcast

Instagram: @michaelacfuller

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah is joined by Paul Christian. Paul is an industry veteran with over thirty years of experience working with powerhouse companies like Hormel, Coca-Cola, Unilever Ice Cream, and Smuckers. When Paul realized how much he loved using his knowledge of the industry to help smaller brands and early-stage startups break down that barrier to entry, he founded Come Sell or High Water with a simple mantra: small brand focus with big brand ambitions. 

Paul is sharing all that knowledge and experience in this conversation all about building an effective and successful partnership with a broker.

Sarah & Paul discuss:

• What exactly a broker does, and can do for your Good Food business

• How to know if you should be onboarding a broker

• Tips for choosing the best broker for you and your business

• What red flags to look out for

• The most important things you can do to build an effective partnership

Connect with Paul

Website: Come Sell or High Water 

LinkedIn: Paul Christian

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

As good food founders, and those in the industry who support and work daily to create a food system that is based on fair wages for all members of the supply chain, consider their impact on the environment, center transparency, and deliver real, good food. We know that it only works – that good food business can only continue - if the price is based on the true cost of the food produced, and the consumer can afford it.

In this episode, we’ve invited individuals from throughout the food industry for a discussion about the true cost of food. Sarah is joined by food industry members from up and down the supply chain as they start to crack open the layers and consider all of the costs (financial and otherwise) that create the food system that we work within today, and discuss the changes that could benefit producers and consumers. 

This was a live recording, which means Good Food CFO+ members joined us and were able to comment and ask questions during the recording.  

Connect with our Panel

Tyler Dawley: Big Bluff Ranch

Leah Ferrazzani: Semolina Pasta

Vincent Finazzo: Riverwards Produce Markets

Eve Cohen: Marcellus Foods

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community

This conversation covers everything from Major’s indirect path into the world of Food CPG to when she realized she would have to change her mindset around what success looks like. 

Sarah and Major discuss:

• How Major’s personal food journey lead to the creation of Major’s Project Pop

• The importance of being ready for an opportunity, and the value in saying “not now”

• The conversations with her husband and her mentor that lead to her “divorcing” herself from her business

• What the future holds for Major’s Project Pop, and the power of asking “what if?”

Connect with Major

Website: Major’s Project Pop

Facebook: Eat Project Pop

Instagram: @eatprojectpop 

LinkedIn: Major’s Project Pop

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Cat and Sarah are peeling back the layers of the transportation industry, carbon neutrality and technology, how they come together and why you, as a Good Food Founder should be paying attention.

You’ll hear:

• How the transportation industry really works, and the many inefficiencies it currently faces

• What it really means to be a carbon neutral business, and how to go about achieving it

• Why technology will become a pivotal tool to making distribution easier and more cost efficient for CPG Brands

• How CZero is bringing all of this knowledge together to create a one-stop solution that can bring joy to distribution

If you’d like to hear more from Cat about the work she is doing, or if you have questions about anything we discussed today, be sure to join us on August 1st for a Live Q&A inside the Good Food CFO Community. This event is exclusively for Good Food CFO+ members.

Become a Good Food CFO+ Member to get access to this event, plus all our Live Q&As, Live Podcast Recordings, and Exclusive Podcast Bonus Content.

Connect with Cat

Instagram: @czerofoods

Twitter: @czerofoods

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah is sharing how role clarity affects every aspect of your business and day to day activities. You have a unique vision and goals, and creating clear accountability for your team enables them to support your vision to the fullest. She is also sharing helpful tips for documenting and communicating organizational roles to your team through an accountability chart. 

You’ll hear:

• How Sarah came to understand the need for role clarity in her own business

• A book recommendation that covers the tips and tools shared in this episode

• The way to break down the main functions of your business

• How to approach creating accountability based on those functions

• And more!

Sarah will be answering all of your questions about organizational roles and accountability, and sharing her own accountability chart inside the Good Food CFO Community in Live Q&A for Good Food CFO+ members. Details inside the community.

Become a Good Food CFO+ Member.

Stay Connected!

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

In this episode, Sarah is joined by Arik Keller, Founder and CEO of Mable, the B2B wholesale platform designed to make it easy for grocery & convenience stores to easily discover and buy emerging, local brands.

In 2018, Arik bought a small corner store in New England. At the time it seemed like an easy break from technology start-ups, but he quickly learned how hard it was to discover & buy all the unique brands he wanted to bring into his store. And so in 2019, Mable was born and now connects thousands of stores across the country with unique, emerging grocery brands.

Sarah and Arik discuss:

• How Mable was born from Arik’s mission to get more Good Food on more shelves

• How his technology background shaped his approach to building out Mable’s B2B platform

• The difference between Mable and other B2B platforms

• The role distributors play in the food industry

• And what the near future holds for the company, and how they are expanding their business model to become a bridge between B2B and National Distribution

Mable will be joining us inside the Good Food CFO Community for a Live Q&A and Demo of the platform. This event is available only for Good Food CFO+ members. You can get all the details inside the community.

Connect with Mable:

Website: meetmable.com

LinkedIn: Mable

Instagram: @meet_mable

Stay Connected!

Instagram: @TheGoodFoodCFO

YouTube: @thegoodfoodcfo

Join us in The Good Food CFO Community 

Like many founders, you may be asking yourself, “how can I make my business financially sustainable?”. Maybe you have big ideas for how to move your business forward, but lack the confidence to bring those ideas to life. This episode is for you.

Today, Sarah is sharing her process for getting clear on the current state of your business, and how she uses a 3 point Profitability Checklist to determine your path forward to financial sustainability and profitability. 

You’ll hear:

• How the Profit Assessment is Sarah’s go-to tool for understanding where a business is at financially, and determining the best path forward

• The 3 things you should check and adjust on your road to profitability

• Why the order of operations matters! 

• And so much more

The Good Food CFO is releasing an updated version of the Profit Assessment course, so now you can have access to the same tools Sarah uses to work through this process with her clients. 

Learn more about the Profit Assessment course.

Stay Connected:

Instagram: @TheGoodFoodCFO
YouTube: @thegoodfoodcfo
Join us in The Good Food CFO Community 

In our first ever live recording of The Good Food CFO Podcast, Sarah is joined by Felice Thorpe, and our Good Food CFO+ community members, to break down all the hang ups we have around networking, and how with a little preparation and clear intentions, you can make networking work for you. You can’t build a business alone, and it’s way more fun when you have a supportive network! 

Felice is a Sales Director, Consultant, Founder of Felice Foods, and the greatest connector we know! She is sharing her tips and tricks for getting the most out of the time you spend getting to know your peers.

Felice shares:

• How she overcame her own nerves around networking

• Her 2 reasons for networking

• The value she gets and gives to her network

• The tricks she uses to stay in the know

Sarah and Felice are also answering questions from community members! 

Connect with Felice

Website: FeliceFoods.com
Instagram: @thorpefelice
LinkedIn: Felice Thorpe

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected!

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community 

A Goldman Sachs 10K Scholar, Vincent earned Best of Philly honors from Philadelphia Magazine in 2022, while also being named a Local Hero by Edible Philly in 2017. Born and raised in Detroit, MI, he earned a Bachelor of Fine Arts in Sculpture from Columbia College in Chicago. Vincent founded Riverwards Produce Market, a Philadelphia small business grocery store which opened in the city’s Fishtown neighborhood in 2016. 

In this episode, Vincent joins Sarah to discuss the decisions he’s made along the way as he grew Riverwards into what is now two locations with over 75 employees. 

Vincent shares:

• How he transitioned from the art world to running a retail business

• The thought process behind the wage and benefits he provides his team

• His approach to sourcing for Riverwards Produce Market

• His unique take on grocery categories

• And so much more

By the end of this episode, you will see how Vincent is truly disrupting the food industry through grocery.

Connect with Vincent

Website: Riverwards Produce

Instagram: @riverwardsproduce

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected!

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community

Since he was a kid, driving the ranch truck looking through (not over) the steering wheel, he has found purpose and passion working with the land and animals. Starting in 2000, he has been driving innovations on the ranch. Trying everything from farmer's markets to grass-fed beef to pasture poultry to direct marketing. Currently, Big Bluff Ranch is one of the largest producers of organic, pasture raised, no corn/soy chicken on the west coast.

In this episode, Tyler is joining Sarah to discuss all that he’s learned about running a commercial ranch over the years, and how he envisions the future of agriculture at large.

You’ll hear:

• The history of Big Bluff Ranch, and how they got to chickens.

• Why we think there is so much misinformation about the true cost of food

• How Tyler got comfortable with offering his chickens at a relatively high price point

• His approach to finding the “right” customer for Big Bluff Ranch chickens

• The lessons he’s learned about preserving profit margins

And we wrap up the conversation exploring where Tyler sees room for innovation in the agriculture industry, and how that can preserve the legacy of farming for future generations.

Connect with Tyler

Website: Big Bluff Ranch

Instagram: @thebigbluffranch

Email: Tyler@BigBluffRanch.com

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected!

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community 

Saying "yes" to the wrong customers can cost you your business.

In this episode, Sarah welcomes Gwen Richardson to the podcast. Gwen is the Sales Director at Repurpose, a leading retail brand of sustainable disposable tableware, garbage bags and soft paper for the home. She cut her teeth in CPG with almost 10 years in the craft beer industry in Boston and the Bay Area before moving to Los Angeles and putting more focus into sustainability with her role at Repurpose. 

Having held every outward facing sales position at Repurpose, from entry level sales manager to now Sales Director, Gwen’s experience growing through retail and negotiating with distributors has taught her so much. And now she wants to share those lessons with as many Founders as she can.

You’ll hear: 

• How Gwen and the Repurpose team approach growth and taking on new customers

• The role that vision and goals plays in decision making

• Why Gwen never makes a deal without consulting her “Goldilocks model” 

• How community plays a huge role in creating change in the food industry

Good Food CFO+ and Good Food Revolutionary members can also hear Gwen’s tips for negotiating with intention. This bonus clip will be available inside The Good Food CFO Community.

Gwen will also be joining us inside the community for a Fireside Chat on Friday, April 14th. You can hear this bonus content and join us for this event by becoming a member today.

Connect with Gwen:

Website: Repurpose.com

LinkedIn: Gwen Richardson

Instagram: @repurpose

Instagram: @gwengoesgreen 

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected!

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community 

Maybe you’re just starting to produce your product, and want to put the right systems in place now to ensure efficiency when you are ready to move into a commercial kitchen or partner with a co-packer?

In this episode, Sarah is joined by Charlotte Walter, Chocolatier and Founder of Charlotte Truffles, a chocolate shop celebrating the diversity of our community through chocolate. With her unique background and experience, Charlotte was able to successfully expand her unique offerings and her team.

Charlotte is sharing her process to formalize and expand production, either internally or with a co-packer. You’ll learn her 4 phase process for scaling your production from R&D, through defining your quality metrics, to hiring your first employee and ensuring you have everything in place to produce on a large scale.

Sarah and Charlotte are also taking this conversation into The Good Food CFO Community with two follow up bonus episodes!  This exclusive bonus content is available to Good Food CFO+ and Revolutionary Members. Join Us today to get access to these episodes, and all other bonus content.

Connect with Charlotte:

Website: www.charlottetruffles.com 

Instagram:@chartruffles

Facebook: chartruffles 

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community

In this episode, Sarah is joined by Martha, and welcomes back Ashley Sutterfield, founder of Sage. Together they are walking through the ways they worked together to prepare for the growth of Storied Goods, and how that work changed Martha’s mindset about business.

You’ll hear:

• Why successfully scaling Storied Goods meant slowing down, and focusing on the internal systems before focusing on growth

• What finding the right partners can mean for your business

• Why goal setting should be a deeply personal matter 

• And a lot more

Ashley and Martha will join Sarah inside The Good Food CFO Community for a Live Q&A on Thursday, March 9th. Sign up today to learn more about this event.

Connect with Martha:

Website: Storied Goods

Instagram: @storied_goods

Connect with Ashley:

Website: Co-Packing with Ashley

Newsletter Sample: Sage Advice

LinkedIn: Ashley Sutterfield 

Access Ashley’s co-packing Course: Co-Packing & Beyond

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected:

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community 

In this episode, Jenni and Marcus join Sarah to share their story as well as the lessons learned and how Modest Coffee is moving forward.  

Listen in as they discuss: 

• How Jenni and Marcus got into the coffee business, and the original vision for Modest Coffee

• Why they decided to work with a broker and national distributor

• The common misunderstanding/miscommunication that had Modest producing more coffee than they could handle

• The details of the industry standard distributor contract they signed, and how it nearly cost them their business 

• How a viral moment kept their business alive

• How this experience is shaping the future of their business 

Jenni and Marcus’s story, like the stories of many founders, reminds us that we have agency over our own businesses, we can build a business on our own terms, and we can create change in the food industry.

Connect with Modest Coffee

Website: www.modest.coffee

Instagram: @modestcoffee

LinkedIn: Modest Coffee

In addition to running a coffee roasting operation, Jenni and Marcus, along with their co-worker and friend, Stephanie, host an amusing and educational podcast called No Bad Reviews: A Coffee Podcast that explores topics in business, history, and culture using coffee as inspiration.

Website: No Bad Reviews: A Coffee Podcast

Continue the Conversation & The Good Food Revolution

Join us in The Good Food CFO Community to be a part of the conversation with Jenni & Marcus during a Fireside Chat on February 28th. 

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Instagram: @TheGoodFoodCFO

In this episode, Sarah is joined by Jackie Chan, COO and Co-Founder of SMBX - the Small Business Bond™ marketplace that connects qualified U.S. small and medium businesses with people in their communities who want to invest in them. Together they are discussing how the SMBX business model is disrupting traditional funding methods for Good Food Businesses.

You’ll learn: 

• How SMBX works, and how it differs from other funding methods 
• The benefits of working with SMBX for both the business AND the community of investors
• What you need to know before working with SMBX
• How SMBX supports businesses throughout the process

Jackie and the SMBX team will also join us inside The Good Food CFO Community for a Live Q&A in February. This event is open to Good Food CFO+ and Good Food Revolutionary Members. 

With a Good Food CFO+ membership you can: 

• Have access to all Live Q&As 
• Get exclusive podcast bonus content
• Attend Live Podcast Recordings. 

Become a Good Food CFO+ Member

Connect with SMBX:

Website: www.thesmbx.com

Instagram: @thesmbx

Twitter: @thesmbx

YouTube: @TheSMBX

LinkedIn: SMBX

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected!

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community 

In this episode, Sarah welcomes Brady DeLong back to the podcast. Brady is an 8-year Sales and Operations veteran of the CPG industry, spending the first chapter on the Food & Bev side, he’s now working in the Health, Beauty, and Wellness arena. He has grown brands through DTC, DSD, traditional distribution, food service, retail, and B2B e-commerce - a relatively new channel that he utilized to exponentially grow sales after experiencing constraints in traditional distribution channels. 

He has since become an expert in the channel, and is sharing what every brand needs to know before going live on a B2B e-commerce platform.

Sarah and Brady discuss: 

• Exactly how B2B E-Commerce sites work, and the benefits of the channel
• Your must-haves before going live on a B2B E-Commerce platform
• How to approach promotions and communications through this channel
• Some best practices and unique strategies for maximizing your margins

You will walk away from this episode with everything you need to know to get started with B2B E-Commerce. 

Connect with Brady:

LinkedIn: Brady DeLong

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Stay Connected! 

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community

It’s time to disrupt Food Business media, and change the success stories being told, because the truth is, what we're hearing, reading and being taught doesn't represent the stories of the majority of successful businesses.

In this episode, Sarah is talking about Bo Burlingham’s Small Giants, a book that shares success stories of founders who carved their own path. It is a must-read for anyone who is ready, or wants to build a business on their own terms.

From the book, Sarah shares:

• Why studying the success of publicly traded companies is a mistake
• Two pervasive myths we are fed about successful businesses
• What it really means to be a small business
• How you can measure success outside of growth and sales

Sarah, other founders, industry experts and disruptors are coming together here and in the new The Good Food CFO community to support you. And we’ll continue to share books, articles and other podcasts that are also changing the narrative.

If you’ve read a good book, listened to a great podcast or otherwise read or heard a story of someone building a business on their own terms please share it with us via email to jointheconvo@thegoodfoodcfo.com

Stay Connected:

Instagram: @TheGoodFoodCFO

Join us in The Good Food CFO Community

As we prepare to take a big step forward in The Good Food Revolution, we want to take you back to where it all started, so we are going to rewind through what we consider essential listening for this movement.

We ended Season 4 of the Podcast calling for change in the Food Industry, and you answered that call. From posting on social media, flooding our inbox, and even joining our first ever Good Food CFO Fireside Chat; you let your voice be heard. The Good Food Revolution has arrived.

At the beginning of Season 5, we were asking: What now? How do we continue to disrupt? How do we create REAL CHANGE? And how do we move this revolution forward together? These are the questions Sarah ponders in this episode. She didn’t have all the answers yet, but she did have a pretty good idea about where to start, and that was with YOU. 

The Good Food CFO is creating spaces to continue to support you and this movement. To stay up to date on all we are doing, sign up for our newsletter. You can also join in by participating in our Good Food Revolution Survey.

Got a question or idea for the show?

Email JoinTheConvo@TheGoodFoodCFO.com

Stay Connected! 

Instagram: @TheGoodFoodCFO

Join us in the Profitable Food Business Community

The Food Industry is broken. Good Food Founders have the power to change that.

Today on the Podcast Sarah speaks straight from the heart; discussing the truth about the current state of the Food Industry, and how it is rigged against small, mission driven food businesses. But she doesn’t stop there; she provides insight into how to create meaningful and equitable systemic change. This is the Good Food Revolution.

If you have felt the effects of this broken system on your business, and wondered what options you have to take a stand against inequity, this is the episode for you! Tune in, stand up, and speak out.

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Instagram: @The.Good.Food.CFO

Join our Newsletter to stay up to date on The Good Food Revolution

In this episode, Sarah is going through the inbox and answering listener questions related to goal setting for the year ahead, forecasting for a business that isn’t IN business yet, and budgeting for trade spend with sustainable profitable growth in mind.

Got a question or idea for the show?

We’ll be doing more episodes just like this in the future, so send us your questions! Email JoinTheConvo@TheGoodFoodCFO.com

Stay Connected! 

Instagram: @TheGoodFoodCFO

Join us in the Profitable Food Business Community

In this episode, Sarah welcomes back Felice Thorpe as they discuss forecasting, and introduce the brand new Annual Planning Workshop they have created to help founders simplify the financial forecasting process.

You’ll hear:

• What you’ll need to get started with your Financial Forecast
• Why you should include your team in the process
• How to get over the fear of getting your Sales projections wrong
• Where to include promotions in your plan
• And so much more!

Financial Forecasting is a valuable process for your Good Food Business. The resulting 12-month Financial Forecast is a tool you can revisit throughout the year to ensure that you are on track to reach your goals.

If you are interested in the Annual Planning Workshop, visit our website. You’ll find more information on this workshop, as well as our new Good Food CFO Courses as they become available.

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Instagram: @The.Good.Food.CFO

Join us in the Profitable Food Business Community

In this episode, Sarah is joined by TikTok influencer Becca Murray and Piquant Marketing Agency Founder, Lindsay O’Donnell for a round table on all things Influencer Marketing. 

Every angle is covered in this conversation, as you hear perspectives and gain insights from both sides of an influencer marketing deal/relationship. And you might be surprised about what you learn! 

The panel discusses:

• The importance of building an organic relationship with an Influencer
• The surprising negotiation details you’ve probably never thought about
• How much work is actually involved for both the Influencer and the Brand
• A completely different way to look at ROI 
• And so much more! 

Connect with Becca

Website: Becca Murray Photo

Instagram: @thebeccamurray

TikTok: @thebeccamurray

Connect with Lindsay

Website: Piquant Marketing

Instagram: @piquantmarketing

Got a question or idea for the show?

Email us at JoinTheConvo@thegoodfoodcfo.com

Instagram: @The.Good.Food.CFO

Join us in the Profitable Food Business Community

In this special bonus episode Sarah is sharing what is next for The Good Food CFO, and how we can take this movement to the next level. 

Sarah is sharing:

• The Good Food CFO’s new mission statement, and the why behind it
• Our new website and social media handles
• How you can take action and join this movement

Episode Links:

Website: TheGoodFoodCFO.com

Newsletter: Sign Up

Instagram: @thegoodfoodcfo

Got a question or idea for the show?

Email us at JoinTheConvo@TheGoodFoodCFO.com

Join us in the Profitable Food Business Community

In this episode, Sarah is answering that question and rethinking how we talk about, and understand cash flow in food businesses. She will break down everything you need to know in order to grow your business sustainably, while still working toward your goal of profitability.

Sarah is sharing:

Key terms for understanding your cash flow

Exactly how your gross profit margin relates to your cash flow

How to understand the impact of your profit margins across sales channels

How to rethink your sales channel strategy to meet your cash flow goals

4 Steps for gaining knowledge and confidence around your cash flow today

You’ll leave this episode with a better understanding of the relationship between your margins and cash flow so you can make informed decisions about funding the growth of your business.

Follow along on Instagram: @thegoodfoodcfo

In this episode, Sarah is joined by Danielle Hayden, Founder and CEO of Kickstart Accounting - an accounting firm designed to help female entrepreneurs understand their financials in order to grow their businesses and become more profitable.

Sarah and Danielle are breaking down cash and accrual accounting, and why the method you choose matters to your business. You’ll hear:

• The differences between cash and accrual accounting 
• How the accounting method you choose ties to your taxes
• What systems and people you must have in place if you want to implement Accrual accounting successfully
• How to think about choosing an accounting method for your business, whether you’re seeking investment or not
• And a lot more!

Choosing the right accounting method for your business will look different for everyone. Every business is unique, and your accounting method should be serving your specific needs and goals. Getting clear on the differences is the best place to start.

Connect with Danielle:

Website: Kickstartaccountinginc.com

Podcast: Entrepreneur Money Stories

Got a question or an idea for the show? 

Email us at: JoinTheConvo@TheGoodFoodCFO.com

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community

Today, Emily joins Sarah on the podcast to share how she is building a bagel empire on her own terms. From testing her recipe on friends and family and launching at the Eat Real Festival in 2017, to opening her first retail space and now growing that to a multi-location operation, Emily walks us through it all. 

You will hear how Emily:

• Developed the perfect bagel recipe
• Tested to find out if there was a market for her premium product
• Ran the numbers and sold HERSELF on her business plan
• Approached funding in a creative way when she didn’t like what the Banks were offering

Emily has been doing things her own way since day one, and her story is proof that with a lot of passion and a little bit of chutzpah, you can too.

To connect with Emily:

Website: https://boichikbagels.com

Instagram: @boichikbagels

LinkedIn: Emily Winston

Got a question or an idea for the show? 

Email us at: JoinTheConvo@TheGoodFoodCFO.com

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community

In this episode, I’m joined by Kim Bryden, the Founder and CEO of Cureate - an education, consulting and procurement firm devoted to building an empowered supply chain to meet changing consumer demand.   

Kim is sharing:

• What the Food Service channel really looks like (it’s not just supplying restaurants)
• Channel opportunities that you may not have thought of
• How the traditional Food Service supply chain works
• What Cureate is doing to disrupt the channel and open doors for small good food brands

Connect with Kim:

Website: https://www.cureate.co

Instagram: @cureateco

Got a question or an idea for the show? 

Email us at: JoinTheConvo@TheGoodFoodCFO.com

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Today, Sarah is joined by Andy Janaitis, the founder and chief strategist of PPC Pitbulls, to discuss the digital marketing space, and how to determine if Google Ads is the right fit for your business.

Andy has over 10 years of agency experience in the digital space, across several industries and now focuses on creating custom digital marketing strategies and driving measurable results for his craft food, beverage and clothing brand clients - for whom they now manages over $1M in annual ad spend  

For anyone that is new to the digital marketing space, Andy is helping us understand:

• Everything Google Ads and optimization tools can do
• The three things you should have in place before you are ready to use Google Ads
• The important role your margins and shipping costs play in determining if Google Ads are the right fit for your business 
• The return on investment that you can expect 
• And so much more

Andy and PPC Pitbulls are also offering our listeners a free download of their Digital Marketing Maturity Model. And don’t forget about our DIY Profit Assessment Course. This is THE tool that we offer to help you understand your margins and how to move forward in your business profitably.

Connect with Andy Janaitis:

Website: PPC Pitbulls
LinkedIn: PPC Pitbulls        

LinkedIn: Andy Janaitis

Youtube: PPC Pitbulls

Got a question or an idea for the show? 

Email us at: JoinTheConvo@TheGoodFoodCFO.com

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and visit sarahdelevan.com or the to learn about our new + updated services. 

Today on the podcast, Sarah is joined by Brady DeLong.  He is an 8-year veteran of the Natural CPG space, building Hen of the Woods as their COO and National Sales Director. Brady is sharing some key lessons he and his team have learned over the last 8 years. 

His story includes: 

• The company’s early growth strategy, and how it evolved 
• How they recovered from inequitable deals 
• What they learned from navigating distribution and sales channels
• How they currently analyze every opportunity and determine if it’s a yes or a no-go.

Brady has never been one to do things just because “that’s the way it’s always been done”, and his story is proof that you don’t have to either. You can Build a Business on Your Own Terms.

Connect with Brady DeLong:

Website: www.henofthewoodsotr.com

Instagram: @Henofthewoodssnacks
Facebook: @Henofthewoodssnacks
LinkedIn: https://www.linkedin.com/in/brady-delong/

Special Offer for Our Listeners:

Use Code GoodFood15 to build your own snack box from Hen of The Woods

Email the show: JoinTheConvo@TheGoodFoodCFO.com

We ended Season 4 of the Podcast calling for change in the Food Industry, and you answered that call. From posting on social media, flooding our inbox, and even joining our first ever Good Food CFO Fireside Chat; you let your voice be heard. The Good Food Revolution has arrived.

As we begin a new season, the biggest questions are: What now? How do we continue to disrupt? How do we create REAL CHANGE? And how do we move this revolution forward together? These are the questions Sarah ponders on today’s episode. She doesn’t have all the answers yet, but she does have a pretty good idea about where to start, and that is with YOU. 

The Good Food CFO is creating spaces to continue this two-way conversation. You can join in by participating in our Good Food Revolution Survey, or by reaching out to us directly at JoinTheConvo@TheGoodFoodCFO.com and telling us what you would like to hear on upcoming episodes.

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or here to learn about our new + updated services. 

Today on the Podcast Sarah speaks straight from the heart; discussing the truth about the current state of the Food Industry, and how it is rigged against small, mission driven food businesses. But she doesn’t stop there; she provides insight into how to create meaningful and equitable systemic change. This is the Good Food Revolution.

If you have felt the effects of this broken system on your business, and wondered what options you have to take a stand against inequity, this is the episode for you! Tune in, stand up, and speak out.

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services.

Whether you’re in the midst of making a big financial decision, or want to prepare for the next one that will inevitably come your way, we’ve got you covered! 

Today on the podcast, Sarah is sharing her three step financial decision making process:

• Remember Your Business Objectives
• Determine if the investment will move you closer to your business objectives
• Consider the 2nd Order Consequences of Your Decision

If your goal is to create a sustainable business that minimizes risk and grows profitably, and you're considering a big purchase, a long term investment or expense, taking on debt or maybe opening a line of credit, this three step process is designed for you!

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

*Mentions

Good Food CFO Blog

Building a Successful Business on Your Own Terms with Katie Mleziva: Ep. 23

Asha also shares four reasons for building a strong brand and how creating a mindful roadmap will help you achieve:

• Customer Growth
• Customer Loyalty
• Increased revenue
• Increasing profit margins

Asha explains Brand Strategy and its internal and external benefits in such an approachable way, and presents so many financial benefits!  

If you think you’ve heard all there is to hear about the importance of brand strategy I encourage you to listen in!

About Asha

Asha Mody, a certified brand strategist & award-winning designer who specializes in building brands, and whose visual identity connects mindfully & seamlessly to the story that needs to be told.   Asha has worked for over 15 years in the design industry, both in the U.S. and India. She draws on her authentic roots and international experience in her approach to clean, mindful design. Asha has designed for an INC 500 company, and her work has been featured in World Packaging Design and Awarded in GDUSA. Her work consistently elevates her client's brands and products to the top of their markets, resulting in a loyal and engaged audience that drives profits. 

Connect with Asha:

https://www.mindsy.design/

https://www.instagram.com/mindsydesign/

Special Offer for Our Listeners:

Free brand consultancy (Ask me anything) for 30 min only for podcast listener:
Visit Mindsy Design website sign up and mention the words “Good food CFO”  Or DM Asha on IG or LinkedIn

Connect with Sarah:
Follow along on Instagram: @sarah.delevan.consulting
Join us in the Profitable Food Business Community 

Visit sarahdelevan.com to learn about our new + updated services.

Today on the podcast Sarah is joined by Anna Bradshaw, a copywriter and content strategist specializing in website copy and email marketing for CPG brands. 

Anna’s approach combines data-driven research with a proven copywriting process to create rich, flavorful brand messages that generate more sales online.

Today Anna is sharing how to do just that.

• Know Your Audience
• Descriptions & Removes Objections
• Do you have to have professionally designed page to achieve this
• Knowing when to invest in your copy

Connect with Anna:

Website: www.annakbradshaw.com

Email: anna@annakbradshaw.com

LinkedIn: linkedin.com/in/anna-bradshaw

Instagram:  @anna_k_bradshaw

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services.

Today on the podcast, Sarah is  joined by Lindsay O’Donnell - she is the owner and founder of Piquant Marketing. A digital marketing agency of visionaries, creatives, and marketers who grow food brands ready to change the world. Whether it be social media, content creation, online ads, branding, and design, or influencer marketing, Piquant believes in building communities and evangelists around natural health CPG.

Lindsay recently partnered with Planted Expo, Canada’s largest plant-based event with hundreds of local and international food brands. 

Today Lindsay is sharing:

• 4 Key Ways to Gain Value from Trade Shows - not related to sales!  
• Best practices for preparing your team for a tradeshow
• How to make the most of your financial investment. 

Connect with Lindsay:

• Website
• Instagram 
• LinkedIn

Making The Most Of Trade Shows Training: https://www.plantedlife.com/making-the-most-of-trade-shows-webinar

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Today on the show I’m joined by Shannon Hiller-Webb, the Principal of Prosparus, a marketing and operational strategy consulting agency guiding businesses to their next level of prosperity. 

In this episode she’ll be discussing how collecting data can help you customize and personalize your content and marketing strategy to your audience. How reflecting on your values strengthens your brand and how your audience is more than your customers. She also asks the question: What data are you collecting and why? 

This may be an “aha” moment that inspires you, and may help you build your business on your own terms.  If you’re a small business owner, you don’t want to miss this episode!

Connect with Shannon:

Website: www.prosparus.com

Instagram: @prosparus

LinkedIn: https://www.linkedin.com/in/capergirl/

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and visit sarahdelevan.com or the to learn about our new + updated services. 

Today on the podcast Sarah is joined by Skyler Mapes, the co-founder of EXAU Olive Oil, an Internationally recognized award-winning olive oil company based in Calabria Italy.

Skyler is an amazing female founder who is shaping her business and career on her own terms.

In this episode Skyler shares:  

• The origin story of Exau Olive Oil
• How the company vision guides her decision making
• Challenges and lessons learned from starting her business
• How Exau pivoted during Covid, and they continue to consider growth options
• The importance of understanding her finances, and more

Connect with Skyler:

• Website
• Instagram: @EXAUoliveoil
• Facebook: @EXAUoliveoil
• LinkedIn

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Today, Ashley Sutterfield, CEO and owner of Sage is joining Sarah to discuss how she thinks about her business’ calendar year, and how a similar shift in thinking could look for other small business owners.

It was an “aha” moment that inspired Sarah, and may help you build your business on your own terms.  If you’re a small business owner, you don’t want to miss this episode!

Connect with Ashley:

Website 

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community to connect with other small business owners like yourself!

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Sarah founded her good food business in 2011, sourcing ingredients from local farmers, producing her sauces by hand, and building relationships through farmer’s market and community events.  

From a very early stage Sarah considered how the numbers shaped what role she wanted to play within her business, and the role she wanted the business to play in her life.  

Sarah is sharing:

• Steps she took to educate herself on being a business owner
• How her past professional  experiences complimented her food business journey
• When to say “no” and stay true to your vision
• How knowing her numbers helped to build the business of her dreams

Being a small business owner has its challenges, but the rewards are priceless when you take the steps to build the business you want.  

Connect with Sarah Marshall: 

Website: http://www.marshallshautesauce.com

Instagram and twitter: @spicymarshall

Facebook: @marshallshautesauce

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

*Mentioned links: Farmers Market Pros includes access to their podcast and conference details

About Felice

Felice is the founder of Felice Foods, through which she provides sales director consulting services. Felice has strong roots in American agriculture and began her food career over 20 years ago as Director of Business Development for an organic grains company. She then moved on to become National Sales Director for O Olive Oil, where she gained placement into Target and Walmart. And served as Sales Director for many of our favorites… Point Reyes Farmstead Cheese, Laura Chenel, Marin French and St Benoit Creamery; where she achieved exporting cheese to Asia, and expanding national distribution. 

About Shannon

Shannon is the Principal of Prosparus, a marketing and operational strategy consulting agency guiding businesses to their next level of prosperity. She brings creative innovation and resources together to evaluate whole company health to define the business value proposition, mission and goals and collaborates to offer solutions that foster change. Her consulting focuses on branding, competitive & profitability assessments with SWOT analysis to inform a go-to-market strategy that includes advertising, marketing, sales funnel, pricing, channel strategy, promotional planning, resource allocation and operational analysis with performance metrics.

Today Sarah, Felice & Shannon are sharing:

• How they met and where the idea for the Consortium was born
• The Goal of the Consortium
• How they’ll be collaborating with industry experts to achieve that goal
• Upcoming Events 

If you’ve been looking for meaningful education and access to resources in the Good Food Business industry, this episode is for you!

Visit us at: https://goodfoodconsortium.org/ for more information and to register for the LIVE event in Portland, OR or to purchase the RECORDING. 

Oregon Entrepreneurs Network

Oregon State Food Innovation Center

Connect with

Felice:

Website: www.felicefoods.com

Instagram: @thorpefelice

LinkedIn: https://www.linkedin.com/in/felice-thorpe-75482943/

Shannon:

Website: www.prosparus.com

Instagram: @prosparus

LinkedIn: https://www.linkedin.com/in/capergirl/

Sarah:

Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and visit sarahdelevan.com or the to learn about our new + updated services. 

But there are considerations that will help you make the right decision for yours.

Ashley Sutterfield is back on the podcast! She is the founder and director of Sage Expert, formerly Metzger & Roth, which she founded after seeing food entrepreneurs constantly struggling to understand when and what to do to grow their businesses, Ashley and her team offer empathy-based food production coaching that helps food brands understand their production options so they can get the answers they need to feel empowered to act.

Ashley helps food business owners scale production profitably so they can finally have more time to spend with family and focus on other areas of their business. 

In this episode of The Good Food CFO Podcast Ashley is sharing:

• The 4 production options every business should consider
• How to determine which option is best for you and your business
• Why choosing your production type isn’t solely a financial decision
• Some questions to think about before choosing a co-packer

If you’re struggling to understand what to do about production to grow your businesses profitably, or are ready to start considering your options, this episode is for you! 

Connect with Ashley:  Website

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

*The Good Food CFO Podcast Episode 15: CoPacker Costs with Ashley Sutterfield

It really is, and you’re about to find out why!

Creating smart financial workflows is your ticket to a smooth bookkeeping process, clear monthly financial reporting, and sales data that you can cut and slice any way you’d like - helping you forecast sales and make informed strategic and financial decisions.

In this Episode Sarah is sharing:

• 4 Goals a Financial Workflow can achieve for your Good Food Business
• How to start building your Financial Workflow 
• What data in your workflow to use to make informed financial & strategic decisions
• How to choose tools that best support your food business & your workflow 

If you’re a business owner who dreads month end and the back and forth with your bookkeeper, who wishes they had better sales data (or any sales data) to review in order to  forecast production and sales for the future, this episode is for you! 

If you could use some support in creating Financial Workflows that work FOR you, join us in the Profitable Food Business Community where we’ll be discussing this topic in our April Live Q+A, and all month long.   

Join us in the Profitable Food Business Community 

Follow along on Instagram: @sarah.delevan.consulting

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Today Sarah is sharing:

• What “Real Revenue” IS
• What “Real Revenue” ISN’T 
• 3 Primary Goals “Real Revenue” Should Achieve
• How a Profit Assessment Can Show You if Your Real Revenue is Working for You

Without a healthy “Real Revenue” number it’s difficult if not impossible to achieve financial sustainability and profitability within your business. Do you know your Real Revenue number? 

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Today on the podcast Sarah is joined by Adam Pollack, Vice President of Marketing at Rodeo CPG. Together they are discussing the foundational elements of ensuring that your product is viable (aka you can sell it for more than it costs to make) and then how you go about ensuring that you can build a profitable business around that product.

Whether you’re a food business veteran, or thinking about launching your first food business, this episode offers up insightful info about: 

• What COGS are, and how to calculate yours
• What “good” COGS look like for a mission-driven food business
• The BIG misconception business owners have around COGS and Volume
• How Profit Margins change as you grow into new sales channels
• Why Bottomline Growth outweighs Topline Growth
• How you can create a realistic and helpful financial model for your business

And SO much more! 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Then join us in the FREE Profitable Food Business Community to continue the conversation

Want to Connect? 

Connect with Adam Pollack:

Website

Instagram

Facebook

LinkedIn

Rodeo CPG Links:

Jumpstart Course

Build a Sales Plan

Spoiler Alert!  The answer is Yes.

In this Episode of Sarah is sharing: 

• What Financial Forecasting Helps You See & the Questions it Answers
• How Financial Projections and Budgeting Work Hand-in-Hand
• How Budgeting Creates Financial Ease and Confidence
• Real-Life Client Wins, thanks to Budgeting

If you have questions about creating financial plans, or a budget for your business
Join us in the Profitable Food Business Community 

For a 34 day free trial of my favorite budgeting app, YNAB, click here.  

Follow along on Instagram: @sarah.delevan.consultingVisit sarahdelevan.com to learn about our Profit Assessment + CFO Consulting Services

We’re covering a lot of information in today’s episode, from setting clear goals, understanding your finances and everything in between as well as tools and processes to support you throughout your profitable food business journey.

Grab your favorite note-taking device, we’re getting right to it! 

Get your YNAB 34 day free trial here: YNAB Free Trial 

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services.

Today on the podcast Sarah is joined by Felice Thorpe, founder of Felice Foods, through which she provides sales director consulting services.

Felice has strong roots in American agriculture and began her food career over 20 years ago as Director of Business Development for an organic grains company. She moved on to become National Sales Director for O Olive Oil, where she gained placement into Target and Walmart. She served as Sales Director for many of our favorites… Point Reyes Farmstead Cheese, Laura Chenel, Marin French and St Benoit Creamery; where she achieved exporting cheese to Asia, and expanding national distribution. 

Felice is joining us to talk about how having a clear Mission, Vision and Value statement can:

   -Positively affect your business financially both internally and           externally

   -Better align you with potential buyers and customers

   -Help you make business decisions to grow as a company

   -Bring you loyal customers 

Connect with Felice:

Website: www.felicefoods.com

Instagram: @thorpefelice
LinkedIn: Felice Thorpe

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

• The functional benefits of building your online store on the Shopify platform
• The financial benefits of a Shopify store
• His favorite Shopify apps 
• The 3 KPIs that make up his “brand scaling framework”
• Tips for maximizing your Return on Investment in your online store
  

Connect with Chase:

• Website: Electric Eye  + Honest E-Commerce 
• LinkedIn
• YouTube
• Twitter

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

*Sarah’s mentions: Building a Successful Business on Your Own Terms with Katie Mleziva Ep 23

Her work has been recognized through speaking engagements with the Stonebarns Center for Agriculture, the Food Craft Institute, and the California State Grange. 

Today on the podcast Ellen is sharing:

  -What it takes to become Certified Organic 

  - The costs are involved in becoming Organic Certified

  - Benefits of offering a Certified Organic product

  - Grant opportunities to help promote Organic Certified           products

Connect with Ellen:

• Website 
• Instagram
  
• Facebook

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services.

We’re taking you back to Episode 04 of our first season, in this special “Round Table” episode of The Good Food CFO podcast Sarah joins Alli Ball and Katie Mleziva, CPG experts in Sales Strategy and Brand Strategy, respectively to talk about the 3 Pillars of a Successful Food + Beverage Brand. 

Join three food industry experts as we discuss: 

• The basics of each pillar: Brand, Finance and Sales strategy
• How the 3 Pillars come together and inform one another (and what order to tackle them)
• The 3 C’s of Brand Strategy
• When businesses should start thinking about their Brand Strategy
• The benefits of Financial Modeling
• Pricing for product profitability vs. business profitability 
• How to rollout a price change with a distributor or retail partner 
• Katie’s “Do, Build or Buy” Strategy 

MEET KATIE

Katie Mleziva is a Food Brand Strategist and host of the Real Food Brands Marketing Podcast. She has 20 years of experience in Brand & Marketing Strategy across a range of brands from Fortune 500 companies to local startups and farms. Katie is driven to help emerging food businesses go from making a great product to building a strong brand that stands out in order to help get good food into the hands of more people.

MEET ALLI

Alli Ball is a former Grocery Buyer turned Wholesale Consultant, and the creator of Retail Ready®, an online course for producers of packaged product in the food industry. Alli has helped hundreds of emerging brands understand what it takes to get their products on the retail shelf- and keep them there- by sharing the behind-the-scenes secrets and thought process of Wholesale Buyers as they assess new products for their stores or online marketplace.

LINKS + RESOURCES

Visit Alli’s website

Follow Alli on Instagram

Learn More about Retail Ready

Visit Katie’s website

Follow Katie on Instagram

Learn more about Katie’s Program, Brand Strategy Streamlined

Visit Sarah’s website

Follow Sarah on Instagram

Learn more about the Financial Success Formula Program

Today on the podcast Sarah is joined by Luisa Alberto, CEO of People First Finance, a virtual CFO agency that provides bookkeeping, tax planning and financial strategy services to women business owners. 

Luisa has eighteen years of finance and operations experience working alongside visionary leaders of successful Bay area startups and earned her first entrepreneurial stripes as owner and operator of a boutique Made to Order Juice bar in San Francisco. Her mission these days is to ease the financial burden and overwhelm that holds too many talented self employed women back from reaching their full potential and making a successful living as the brilliant creators they were born to be. 

Luisa is sharing her bankruptcy story, insights and advice including:

• Why HOW you take on debit in your business matters (even for an LLC)
• How taking on business debt the ‘wrong way’ led her to filing for bankruptcy
• Her journey from Bankruptcy to a thriving new business
• How she views debt and risk today 
• Tips for assessing risk and taking on debt in your business 

Connect with Luisa:

Website

IG: @peoplefirstfinance  

Facebook 

LinkedIn

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or here to learn about our new + updated services. 

*Sarah’s episode mentions: “The Road Less Stupid” by Keith Cunningham

Sarah is sharing actionable tips that can be put in place before the busiest shopping season of the year and will benefit you all year long including:

• 3 Steps for Creating Profitable Product Bundles
• How to price discounted and “on sale” products
• Important considerations when discounting your products

This is a busy time of year and it’s right around the corner so listen in and start preparing for a profitable holiday season! 

Join us in the Profitable Food Business Community 

Follow along on Instagram: @sarah.delevan.consulting

Tune in to learn more, and  visit sarahdelevan.com or the to learn about our new + updated services. 

Today on the podcast Sarah is joined by Alison Smith and Karin Samelson, co-founders of UMAI Marketing - a boutique, Austin-based marketing agency that scales CPG brands.

They are well known in the industry for their “Core 3 Method” which focuses on Organic Social, Paid Social and Email Marketing, and in this episode they are sharing: 

• The importance of each marketing element
• How to determine the right budget for each for your business
• Industry benchmarks 
• Exactly how to track your outcomes and calculate your Return on Investment. 

This episode is full of actionable advice, so grab your favorite note-taking device and hit play!
Then be sure to let us know where you’re listening by tagging us on social. 

RESOURCES and LINKS

Follow UMAI Marketing on:

UMAI Marketing Website, 

Instagram,

Facebook,

LinkedIn

UMAI Resources: Breakeven ROAS Calculator

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Visit sarahdelevan.com or the to learn about our new + updated services. 

An enticing shipping offer can be helpful in securing online sales, but you need to make sure that your offer isn’t negatively impacting your margins and that it's helping, not hurting, your efforts to build a profitable food business. 

In this episode Sarah is discussing the ongoing impacts Covid-19 has had on online shopping, customer expectations and shipping costs, and sharing:

• Four key considerations for determining the right shipping offer 
• How to Price for “Free Shipping”
• A few free resources to help you do this work

RESOURCES & LINKS:

Receive free resources to get you on your way to creating a shipping offer that benefits both you and your consumers by clicking here!

Get your holiday shipping offers ready and reserve your seat in our “Free Shipping Workshop” happening  October 26th and 28th 2021! Sign up now, space is limited!

Follow along on Instagram: @sarah.delevan.consulting

Join us in the Profitable Food Business Community 

Tune in to learn more, and  visit sarahdelevan.com or the thegoodfoodcfo.com to learn about our new + updated services. 

Catt and her team at Farmers Market Pros provide small farmers and food makers with education in the basics of starting a food business, and making it financially sustainable through their Vendor 101 Course, Annual InTents Conference, and Tent Talk Podcast. 

In this episode Catt is sharing: 

• The 4 Ps of a Successful Farmers Market Business

• Benefits of being a FM based brand, and why it's not just for early-stage businesses

• Lessons learned from her 13+ years as a market manager 

• Why it’s important for you to MAKE MONEY in your food business

No matter if you are just getting started or have been in business for years, are planning to or currently selling at Farmers Markets, or are building your business in another way,  Catt’s insights on business and finance are valuable.  

Catt Fields White is the director of San Diego Markets, the Founder and CEO of Farmers Market Pros and a host of Tent Talk, the farmers market podcast. She writes and speaks at conferences and events worldwide, teaching market organizers and participants to make their operations stronger and educating consumers about the importance of supporting small farmers and food businesses. She consults with community organizations, market managers and emerging and evolving entrepreneurs.

Resources + Links

Tickets to for the 6th annual InTents: the Farmers Market Conference are now on sale! The event is happening in San Diego March 7th-9th, 2022.  You can purchase your tickets here.

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