Real Food Brands Marketing Podcast

Most food business owners think of their brand as a marketing tool, but what if it's actually one of your most valuable business assets? IT IS! In this episode, Katie Mleziva (Real Food Brands) shares highlights from a recent training she gave for the Food Finance Institute's GROW series, where she explored how brand strategy impacts how effectively your business runs on a day-to-day basis. When your brand is clear and aligned, it doesn't just help you grow—it helps you operate more efficiently, make better decisions, and build a more valuable business over time. 🎧 In this episode, you'll hear: Three elements that help you build a valuable brand How a clear brand reduces price sensitivity and builds customer loyalty How a strong brand improves decision-making across your business Where brands lose time and money through rework, revisions, and lack of alignment Why your brand strategy is a margin driver—not just a marketing expense Stay tuned for more brand-building episodes each Wednesday! 📩 Want to keep going? If you want support working through your brand strategy, Katie offers 1:1 workshops, 6-week coaching, and a more in-depth Brand Success System to help you define, align, and activate your brand in a way that actually drives your business forward. ➡️ Set up an intro call here if you're ready to talk about your vision. Let's Connect! 1) Connect with Katie Mleziva on LinkedIn. 2) Join Katie's weekly newsletter HERE 3) Follow along on Instagram for more – @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva – Host & Food Brand Strategist

Flax 4 Life is a 25-year-old brand that has adapted to changing consumer needs and market realities, while staying grounded in the core of what the brand stands for...and I'm slightly obsessed with their blueberry flax muffins! ➡️➡️➡️ This episode is part of a 3-part series on examples of what it looks like to build a strong brand. Check out Ep 179 and 180 in the series after you listen to this. In this episode, I'm joined by Kasandra Shippen, CEO of Flax 4 Life—a national family-built brand rooted in multi-generational baking and a deep commitment to better-for-you products. Fun Fact: They were one of the first certified gluten-free companies in the US! We talk about how Flax 4 Life has adapted over time—responding to family health needs, evolving consumer expectations, and even market shifts like rising egg prices—while staying true to what made the brand work in the first place. This is a fantastic example of what it looks like to lead a brand over time: not by completely reinventing it, but by adapting with intention and innovation. Key Takeaway A strong brand gives you the clarity to adapt. When you know what you stand for, you can evolve your products, respond to change, and make new decisions without losing your direction. What You'll Hear How family health challenges helped shape the foundation of Flax 4 Life Why they've always focused on nutrition and flavor—not just "free-from" positioning How rising egg prices + consumer needs led to a new allergen-friendly innovation partnering with Plantible The role of new ingredients in adapting their product line How to evolve your products without losing your brand foundation Why education and communication remain ongoing challenges Walmart's Open Call experience What's Next This episode wraps up our 3-part series on building strong brands. If you haven't listened yet: Listen to this first - Episode 181 Go back to Episode 179: Build a Brand That Grows With the People You Serve Then listen to Episode 180: Build a Brand That Solves a Real Need Together, these three episodes walk through how to build a brand that grows, solves real problems, and adapts over time—while staying grounded in what matters most. ...Stay tuned for more brand-building episodes each Wednesday! 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. 🌟 Rate and Review—we might give you a shoutout! And if you haven't already, a review goes a long way in helping more people find the podcast. We appreciate it and may give you a shoutout! Likewise, if you have any ideas to optimize the podcast, please email us directly at Katie@realfoodbrands.com. LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Follow along on Instagram for more – @realfoodbrands 4) Check out Flax 4 Life! Let's Go Shake Up Shopping Carts! Katie Mleziva – Host & Food Brand Strategist

Most strong brands don't start with random ideas—they start with understanding a real need. ➡️➡️➡️ This is episode 2 of 3 in our Expo West follow-up series. We're releasing a new episode each day—so check back tomorrow! Strong brands are built from insight—sometimes insight that comes from lived experience and a deep understanding of what's actually missing in the market. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) talk with Jon Romanow, founder of Letz Go! Nutrition, about how the intersection of his personal health journey and professional experience in the category led to a brand that's gaining traction quickly. And not because of luck, but because it's rooted in a real need and clearly positioned to meet it. This isn't just another founder story, it's an unfolding example of brand strategy in action - a work in progress as Jon shares what has happened since launch as they translate insight into action. As you listen, you can think about how you can do the same in your business. What you'll hear: Why the best brand strategies start with insight—not just an idea How lived experience can uncover opportunities and nuances others may miss The difference between creating a product and solving a real need Why packaging format, accessibility, and pricing are part of brand strategy—not only product taste How clear positioning leads to traction without relying on a heavy marketing spend early on What it looks like to turn insight into action as you build your brand Key Takeaway: Strong brands start with understanding. When you deeply understand a real need—often one you've experienced yourself even though the brand is about more than you—you're able to build a brand that feels clear, relevant, and aligned from the start. That clarity should show up in your positioning, your product decisions, your pricing, and how your brand connects with customers. That's not luck...it's putting insight into action. What's Next: Take a step back and look at your own brand through this lens. --Where have you experienced the problem you're trying to solve? --And where might you be overlooking insights because they feel "normal" to you? The more clearly you can connect your experience to a real need in the market, the easier it becomes to make aligned decisions—and build a brand that actually works. Listen to yesterday's episode with Betsy Frost, CEO of Q Mixers, and stay tuned for the third episode in this 3-part series releasing tomorrow with Kasandra Shippen, CEO of Flax 4 Life. 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. 🌟 Rate and Review--we might give you a shoutout! And if you haven't already, a review goes a long way in helping more people find the podcast. We appreciate it and may give you a shoutout! Likewise, if you have any ideas to optimize the podcast, please email us directly at Katie@realfoodbrands.com. LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Follow along on Instagram for more - @realfoodbrands 4) Check out Letz Go! Nutrition Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id= "request-69c81ea3-b734-8329-90be-ae4d41f56349-13" data-testid= "conversation-turn-54" data-scroll-anchor="true" data-turn= "assistant"> What happens when you question why something can't be better? When the brand is built to serve that need, you have a true north. Then decisions - from brand partnerships to line extensions - become clearer and more effective even as the market evolves. ➡️ ➡️ ➡️ This episode is the first in our next 3-part series following up on connections Katie made through Expo West. We'll be releasing a new episode each day over the next three days. Hosts Katie Mleziva (Real Food Brands) & Clint Matthews (Start Right Foods) are joined by Betsy Frost, CEO of Q Mixers, to explore how brand strategy helps a national brand stay relevant as the people they serve—and the market around them—continue to change. From shifting drinking behaviors to identifying a gap in the market, Q Refreshers is a clear example of how brands can evolve to meet changing needs without losing what makes them work. This conversation brings strategy out of theory and into action. You'll hear how Betsy's background—from purpose-driven organizations to big CPG—shapes how she leads today, and how staying rooted in your brand while evolving alongside the people you serve is what allows brands to grow with clarity and consistency. In this episode, you'll hear: How a strong brand acts as a true north for decision-making and collaborations Why the best innovation starts with the intersection of insight and white space What it really means to stay relevant as people's behaviors and expectations evolve How a content-first mindset can shift the way you think about building your brand What it looks like to evolve your brand without losing what makes it stand out in the first place How to think about line extensions through a brand strategy lens Why more isn't always better—and how to stay focused How expanding use occasions can drive meaningful growth Key Takeaway Brand strategy isn't just something you define once and move on—it then serves as a guide for how you make decisions. As your business grows, the strongest brands are the ones that stay rooted in what makes them stand out while evolving with intention so they continue to stay relevant as the people they serve change—how they shop, what they value, and how they use the product. What's Next Stay tuned for our next episode, airing tomorrow with Jon Romanow, founder of Letz Go! Nutrition, to hear how he took his personal health challenges, professional experience, and market needs to create a fast-growing stick packet hydration and energy company that the whole family can enjoy. 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. 🌟 Rate and Review—we might give you a shoutout! And if you haven't already, a review goes a long way in helping more people find the podcast. We appreciate it and may give you a shoutout! Likewise, if you have any ideas to optimize the podcast, please email us directly at Katie@realfoodbrands.com. LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Follow along on Instagram for more – @realfoodbrands 4) Check Out Q Mixers! Let's Go Shake Up Shopping Carts! Katie Mleziva – Host & Food Brand Strategist

You can have a brand that looks great and tastes great...and still feel like something isn't clicking. Whether in-store or online, people only give you a few seconds to win them over. That means people need to be able to know what it is, why it's different, who it's for, and decide "what's in it for me?" in just a few seconds. In this episode, Katie Mleziva (Real Food Brands) breaks down common stages of brand development evolution...from having a brand name and logo, to more surface-level branding, and then deeper insight-based brand strategy that is meaningful and memorable both to you as the founder and to your ideal audience and stakeholders. Katie shares how to build a well-integrated brand that goes beyond taste & quality. In this episode, you'll hear: The difference between a brand that looks good and one that is built on strong strategic foundations Why focusing only on product features or even a great design isn't enough to differentiate your brand long-term How most brands naturally evolve—and what it looks like to move to the next level How your perspective as a founder or business owner shapes your brand's differentiation, even though your brand is not just about you The role of your audience, competitors, and market gaps in building a strong strategy (not just your brand's origin story) How brand strategy becomes the foundation for everything you do Why a clear strategy helps designers, marketers, and partners do better work for your brand Where to start with Katie's 1:1 Brand Strategy Workshop 🎧 Listen to the Brand Pillars Episode Katie recommended here Key takeaway: A strong brand isn't just that something looks or tastes good—it's built on a strategy that clearly sets your business apart and creates loyal fans. Katie has streamlined tools big brands use for more entrepreneurial brands. Work with Katie: If you're ready to go deeper on your brand strategy, Katie offers a guided 1:1 Workshop experience to help you clarify your purpose, positioning, people, pillars, and more. Whether you're just getting started or looking to refine what you've already built, this is a smart next step to help you stand out against bigger brands. 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. Your reviews help more people find the podcast as well, thank you! LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Strategy Sheet PDF for this episode. Joining the email list gives you access to book a single 1:1 Brand Strategy Session as well! 3) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

What does it look like to start and grow a CPG brand in real time? In this first episode in the "Expo West Conversation Compilation Series", Katie and Clint share three conversations with founders Katie connected with through the show—each at a slightly different stage with a different approach, but all working to build something that stands out. This interview series highlights Founders and CEOs who saw an issue or opportunity and decided to go for it. Their stories are still being written as they make decisions around product, positioning, marketing, distribution, growth opportunities, and more. 🎧 In this episode, you'll hear: How one founder is bringing a family recipe to life with a modern twist—and validating it through real-time feedback. The role of personal pain points in creating differentiated products. What early-stage brands are learning through sampling, demos, and direct customer interaction. How founders are using organic marketing and community-building instead of paid growth. The transition from local traction to seeking broader retail opportunities. Why past experiences can become a competitive advantage. These founders' favorite tips that were shared with them. ...and many ideas you can apply to your brand. Stay tuned for future episodes in this series. 🛒 Featured brands: 🍅 Noodo Tomato sauces made from a traditional Italian family recipe—without the skins! Plus, a modern twist using bone broth for added nutrition. With founder Liana Krasnow. 🔗 eatnoodo.com ☀️ Cove Suncare Sunscreen designed for sensitive skin, combining skincare ingredients with sun protection—without the "whitecast" look. Built from a personal need. With Founder Danvi Gill. 🔗 covesuncare.com 🌶️ Spicekick Clean, all-in-one seasoning packets designed to simplify cooking with real ingredients and bold flavor. With Founder (plus dietitian, chef, & cookbook author!) Michelle Dudash. 🔗 spicekick.com and michelledudash.com (for cookbooks, recipes & more!) ---------------------------------------------- 💡 Want to go deeper? If you're working to build a brand that stands out, join Katie's email list at: 👉 https://realfoodbrands.com Each week, you'll get: a short strategic reflection that goes beyond the podcast upcoming events or learning opportunities and a worksheet to help you take aligned action Over time, these build into your own brand strategy playbook. 🤝 Share with a fellow food business owner If this episode sparked an idea or helped you see something differently, share it with someone else who's working to grow their brand. And if you haven't already, a review goes a long way in helping more people find the podcast. We appreciate it and may give you a shoutout! Likewise, if you have any ideas to optimize the podcast, please email us directly at Katie@realfoodbrands.com. LET'S CONNECT! Listening is helpful, but doing is even better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE Joining the email list gives you access to book single 1 hr Brand Strategy Sessions! 3) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

This conversation isn't just about being "calm"—it's about training yourself to deliver when it matters most...a true business advantage! In this episode, Katie Mleziva (Real Food Brands) & Clint Matthews (Start Right Foods) are joined by Chad McGehee, Director of Meditation Training for University of Wisconsin Athletics and co-founder of Inner Edge Meditation. Chad has worked with elite pro and college athletes, FBI SWAT teams, and Fortune 500 business leaders to help them develop the mental skills needed to perform in high-pressure environments. This conversation isn't about being zen, or calm for the sake of calm. It's about building the kind of focus, resilience, and awareness that allows you to navigate the hard moments... and be fully present for the good ones. We talk about what it looks like to treat your mind like strength and conditioning—something you train consistently so you can rely on it when it matters most. If you've ever felt reactive, overwhelmed, or like you're not showing up the way you want to in key moments, this episode will give you a new way to think about how to build that edge—intentionally and over time. We hope you will enjoy and SHARE it with a friend, colleague, athlete...anyone! Everyone can benefit from the training skills Chad shares here. In this episode, we cover: The concept of your "inner edge" and how it creates a real advantage in business Why mental performance training is as important as any type of business acumen you work to build The role of attention and awareness in high-pressure situations How to use your body as a signal (and not believe every story your mind tells) Building stronger teams (business, sports, etc. through presence, connection, and grounded confidence What it means to embody your purpose in your day-to-day work How small, consistent practices create momentum over time Shifting from a reactive to a proactive mindset & leadership A few good stories...as always! Key Takeaway: We can be proactive and train ourselves to have focus, poise, and resilience in high-pressure situations. Here's how to get started! If you enjoyed this episode, make sure you're on Katie's weekly email newsletter HERE. Subscribers receive exclusive worksheets and tools designed to help business owners apply these ideas to their own brands. LEARN MORE: --> Learn More about Chad's research, resources, retreat info, and how to hire him for a keynote or workshop InnerEdgeMeditation.com Coming Up Next Week Interviews with the brands Katie met will be coming soon. If you're one of them...she'll be reaching out with the scheduling link if she hasn't already! LET'S CONNECT! Listening is helpful, but building is better... 1) Connect with Katie Mleziva, Clint Matthews and Chad McGehee on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

Most people are talking about products...we're talking about building brands that stand out! Expo West is known for trend spotting—new ingredients, bold flavors, celebrity-backed brands, and the latest functional claims. But in this episode, Clint interviews Katie to get her hot take on the show. But instead of recapping what's "hot" with products, Katie shares what she observed walking the show floor through her unique brand strategy lens. From booth presence and meaningful conversations (two people cried to Katie during the show, and it was beautifully real!) to packaging choices and execution, Katie highlights the patterns that reveal how brands truly connect with customers—and where some are missing the mark. Along the way, she shares observations about intentional conversations, effective booth engagement, industry collaboration, and the realities of what "natural" means across a very wide spectrum of brands. If you've ever wondered what other people notice at a show like Expo West, this episode offers a behind-the-scenes perspective. In This Episode • Why meaningful conversations matter more than trying to "cover the whole show floor" • What great booth engagement looks like—and why a "smile + a sample" wins • How interactive elements can draw people in when they fit the brand • The difference between gimmicky marketing and authentic brand presence • Why strong signage balances product features with real consumer benefits • Observations about packaging choices and how products show up back in the store • What Expo West reveals about the broad spectrum of "natural" positioning • A look at industry collaboration through networks and communities • Reflections on a few trends Katie noticed • A reminder that behind every booth interaction is a real human moment Key Takeaway Expo West isn't just a showcase of new products—it's a real-time look at how brands show up, connect, and communicate their purpose. When you walk the floor with a brand strategy lens, the most valuable insights often aren't the trends themselves, but how brands bring their story to life. --> If you enjoyed this episode, make sure you're on Katie's email list. Subscribers receive exclusive worksheets and tools designed to help business owners apply these ideas to their own brands. Coming Next 1) Interviews with the brands Katie met will be coming soon. If you're one of them...she'll be reaching out with the scheduling link! 2) We have an exciting episode coming with Chad McGehee, meditation and mindfulness coach for high-performance careers and athletes. Chad is the first D1 meditation coach -- kudos to the University of Wisconsin athletics for investing in the mental game! We'll be talking about ways you can gain an inner edge (a true competitive advantage) through practice. WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. 4) Follow along on Instagram for more - @realfoodbrands Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

Whether you're walking the floor or standing behind a booth, the brands that get the most out of trade shows aren't always the ones having the most conversations — they're the ones making the right conversations count. With Expo West underway, Katie and Clint share practical, strategic ways food business owners can show up prepared (not scripted), confident, and intentional in every interaction. With a bit of prep, you'll be ready to talk about any area of your business to help close a deal, make a new connection, or get people rallied behind your vision. Not to mention the "softer" skills that help progress relationships. In This Episode: How to think strategically about what you want to get out of an event The difference between memorable and meaningful conversations (story time with Clint!) Why preparation means being ready, not robotic...unless that's how you always talk...we want you to be yourself! How to talk about sales, operations, and growth needs without "airing your dirty laundry" The importance of energy, body language, and eye contact How to set clear next steps so momentum doesn't fade after the event Key Takeaway You can't always control who you'll meet unless you set up meetings ahead of time, but you can control how ready you are when opportunity presents itself. Whether you're behind a booth or at an event, a little intentional thinking can turn casual small talk into strategic momentum for your business. Coming Next Katie is at Expo West conducting rapid-fire interviews with up-and-coming brands — especially earlier-stage companies with strong brand stories, regenerative practices, farm roots, or purpose-driven missions. Stay tuned to hear from brands you may not be familiar with yet — and if that sounds like you, reach out. She'd love to connect and help spotlight the brand you're building. WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

Unexpected change is actually expected at some point, right? And with a strong strategy in place, you can lean into your leadership role to stay on course - or get on an even better course if the right opportunity presents itself. A few real-life examples from the podcast community roundtable: A cease and desist letter arrives out of the blue. An approved ingredient is suddenly out of stock. A building sale ending your lease. An opportunity that challenges you to think bigger than you planned. None of these were part of the business owner's original plan. But navigating unexpected changes is part of leading the business. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore what happens when the game shifts — and how strong leaders can respond. Borrowing from the idea of offense and defense, they discuss how strategy becomes your guide when circumstances change. Because when you know your vision, values, advantages, and the relationships you've built, you don't have to scramble to find an answer, you move forward step by step. In this episode, you'll hear: Real examples of unexpected change in food businesses...both challenges and opportunities Clint's "sudden change" football analogy — and what offense vs. defense looks like in business The difference between reacting and responding strategically Why staying focused on the core of your business helps when things feel unstable A practical way to separate what you know from what's uncertain How writing out pros/cons can bring clarity in the midst of uncertainty The role of trusted advisors and strong relationships when you need an outside perspective Why discipline and a clear foundation help you take the next right step Unexpected change doesn't mean everything is falling apart. Often, most of your foundation is still intact. The key is remembering what you do know to be true — even when there's a lot you don't know. Whether you're navigating an unexpected change now or want to save this for the future, these related episodes will help you build the leadership skills to navigate change with confidence: Ep 148 - Discipline vs Motivation (or both?!) Ep 170 - Testing & learning as a growth tool to level up Ep 171 - The power of an outside perspective The phrase "we grow through what we go through" applies to unexpected situations. Strong brands aren't built because everything always goes according to plan. They're built by leaders who know how to stay steady even when the game shifts. WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Katie Mleziva and Clint Matthews on LinkedIn. 2) Join Katie's weekly newsletter HERE to get additional insights, industry resources, and the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. Joining the email list gives you access to book a Brand Strategy Session as well! 3) Grab your seat at the Real Food Brands Marketing Roundtable - a free community for food business owners. Let us know if you are navigating an unexpected situation. Maybe someone in the group has been there. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands PS--please share this episode with other food business owners...together we can shake up shopping carts and help more people get access to real food!

Operations is a key part of building your brand. It's how you deliver consistently. And consistency builds trust — with consumers, retailers, distributors, and partners. In fact, Operations can become a true competitive advantage! In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) sit down with Kyle Rood, co-founder of Start Right Foods, to explore why operational discipline isn't just efficiency — it's strategy. Inside this conversation, you'll hear about: Why you should start with Operations in mind How small operational refinements can improve margins Why packaging and logistics decisions ripple further than you think The role of forecasting in protecting long-term growth How strong relationships reduce risk and create opportunity Why processes are critical to building your business How execution separates intention from impact Why these concepts are critical, whether you produce your own product or work with a co-manufacturer. This episode will shift how you think about competitive advantage. Process doesn't create perfection, but it does create consistency and efficiency! WANT TO GO DEEPER? Listening is helpful, but building is better! 1) Connect with Kyle Rood, Clint Matthews, and Katie Mleziva on LinkedIn. 2) Join Katie's weekly newsletter HERE to get the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. You'll also get additional insights and reflections that aren't shared on the podcast. 3) Book a Brand Strategy Session. Once you're on the newsletter list, you can book a single Brand Strategy Session through the link in every Friday email. Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist Real Food Brands

As your business grows and evolves, success can quietly create blind spots. Processes that once worked just fine may no longer fit the size or complexity of the business. Places where processes are missing can become hidden constraints. Decisions live in people's heads, and teams keep doing things a certain way simply because that's how they've always been done. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore why outside perspective - from the right sources - is so helpful and becomes more valuable as your business evolves. Through real-world examples from startups to multi-million dollar businesses, Katie and Clint talk about what happens when "it's just how we've always done it" becomes the norm, but it's time to revisit something(s)...from sales systems and simple operational processes to understanding your consumer more deeply. They talk about how fresh eyes can help reveal what growth can cover up, and then silently hold you back. This conversation is a reminder that leadership doesn't mean having all the answers. It means knowing when to surround yourself with a team to invite fresh perspective, challenge habits, and evolve how your business works so growth feels intentional and aligned with your vision. In this episode, you'll hear: Why growth naturally creates blind spots—even when things are going well How habits and "the way we've always done it" can limit clarity over time The value of outside perspective in sales, operations, and team communication Why processes need to be revisited as your business grows How fresh eyes can also lead to a closer consumer connection Letting go of the lone-wolf mindset as a food business leader WANT TO GO DEEPER? Join Katie's weekly newsletter HERE to get the Weekly Worksheet for this episode, designed to help you build your own brand strategy workbook over time. You'll also get additional insights and reflections that aren't shared on the podcast. This is also the only way to get the link for single Brand Strategy Sessions! (more on why that is in the episode) Visit www.realfoodbrands.com to see how you can work with Katie & Clint to get an outside perspective on your food business, then reach out to Katie@RealFoodBrands.com. RELATED EPISODES MENTIONED: 126. The Power of a Fresh Perspective to Avoid Running in Circles (Katie's funny but related story about a run and a port-a-potty :) Let's Go Shake Up Shopping Carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Real-world examples of testing, learning, and evolving your brand as you create smart growth plans. Moving to the next level, e.g. from farmers markets into retail or expanding into a new channel, can bring up a lot of questions. Does my brand stand out when I'm not there to explain in person? What change needs to happen first? Can I afford to grow? Can I afford not to grow? What questions do I not even know that I should ask? In Episode 170, your hosts Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) explore how food business owners who are looking for the next level of growth - in this example, going beyond farmers' markets - can approach growth using a thoughtful, test-and-learn mindset. This conversation was sparked by a real interaction Katie had at a farmers market with a brand that's doing well locally at in-person markets and some retail locations and starting to explore what leveling up could look like. However, this strategy + test & learn mindset can apply to all stages of growth. Katie & Clint do not think every food business needs or wants to grow beyond the farmers market - or are even currently at farmers markets! But if you're feeling curious about retail or another next phase, this episode will help you think through your options with some ideas on how to approach growth with expedited cautiousness, a term Clint and his co-founder Kyle Rood coined in their business to help use data to make decisions, then move forward with full speed. Using real-world examples from marketing and sales, Katie and Clint share how brand strategy and experimentation work together to guide smarter decisions as your brand evolves. In this episode, you'll hear: Why success at farmers' markets doesn't automatically translate to retail success, just like success at one retailer does not always mean success at another. How a test-and-learn mindset supports intentional, sustainable growth Where to experiment first before making higher-stakes changes like packaging How to think about sales channels as stepping stones, not giant leaps Why progress and growth often look like — not usually a straight line up How feedback and "misses" can actually strengthen your brand over time Who this episode is for: Food business owners exploring what's next to build on current success Brands that are feeling pressure to grow but want to do it intentionally Founders who want to learn from real-world feedback instead of guessing Key takeaway: Growing beyond the farmers market (or your current distribution presence) isn't about moving faster — it's about making smarter moves, learning along the way, and letting real feedback guide your next step. RELATED EPISODES MENTIONED: 166. Profit and Margins and Cash Flow...OH MY! A Mini Masterclass in Food Business Financials WANT TO GO DEEPER? Each episode of the podcast is paired with a worksheet (emailed in the Friday newsletter) designed to help you apply what you're learning to your own business. These worksheets, along with 1:1 Brand Strategy Sessions, are available exclusively through Katie's email list, where you can save them over time and build your own brand strategy workbook—at the right pace, with the right information, at the right time. 1. 📧 Katie's Friday Newsletter: Sign up here. This is also the only way you can get access to single Brand Strategy Sessions (as of airing, this is $149 for a 60 min session…check email for current pricing). 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table – a free food & farm business owner community – to ask questions and meet other people who love producing real food as much as you do! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

As entrepreneurs many of us are quick to offer help—but far slower to ask for it. Can you relate? But offering - and asking for - help in the right way can be a sign of strong leadership. Why not ask people who have been there or have the right tools to help us unlock the next level of success we're working towards? In this episode, Katie Mleziva (Real Food Brands) and Clint Matthew's (Start Right Foods) reflect on several real-life stories that serve as important reminders for all of us: sometimes the thing slowing you down in reaching a goal isn't lack of effort, but resistance to accepting the right support. From clearing snowy driveways to several bike crash stories (and bruised egos), this conversation explores why so many entrepreneurs default to "I've got this"—and how learning to accept help can create momentum, clarity, and connection. What You'll Hear in This Episode A story that reveals how hard it can be to accept help—even when it's right in front of us Why entrepreneurs often default to fixing everything themselves How pride, instinct, or habit can quietly slow progress Why sometimes you're the helper—and sometimes you're the one who needs help How normalizing "what do you need?" can strengthen communities The role of trusted people, tools, and networks in building your business A Key Takeaway Accepting help isn't a weakness—it's a skill. When you allow others to support you (or when you step in to support someone else), you create space for better decisions, stronger relationships, and more aligned growth. Need Help or Want to Connect? If you're feeling stuck, unsure, or just need another perspective, reach out. Katie and Clint are always happy to share insights, experiences, or connections from their networks. Email katie@realfoodbrands.com Join us in the Real Food Brands Marketing Round Table (a free Facebook Community) to exchange notes on what we all need in our businesses right now. You never know when the right connection is right there! RELATED EPISODES MENTIONED: Lessons From an Uphill Climb — from waaay back in the archives (Ep 61) but still very relevant to think that "races are won and lost on the hills" (i.e. when things get tough). WANT TO GO DEEPER? Each episode of the podcast is paired with a worksheet (emailed on Fridays) designed to help you apply what you're learning to your own business. These worksheets, along with 1:1 Brand Strategy Sessions, are available exclusively through Katie's email list, where you can save them over time and build your own brand strategy workbook—at the right pace, with the right information, at the right time. 👉 Join the email list to get the worksheet for this episode, access to single 1:1 Brand Strategy Sessions, and future resources to create your own Brand Workbook. 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. This is also the only way you can get access to single Brand Strategy Sessions (as of airing this is $149 for a 60 min session...check email for current pricing). 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table – a free food & farm business owner community – to ask questions and meet other people who love producing real food as much as you do! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Clint puts Katie in the hot seat and asks the questions many food business owners are thinking but don't want to ask. Together, they break down what brand strategy really means, why it's often misunderstood, and how it helps food business owners make clearer, more confident decisions as they grow. Clint also shares a simple but powerful real-world example that shows how positioning can change perception—and results—almost instantly. This episode is less about definitions and more about helping you understand how brand strategy works in practice, what you should expect from the process, and how to know if it's the right next step for your business. In this episode, you'll learn: What a brand strategist actually does—and why the role can look so different depending on background The difference between brand strategy, branding, and marketing How brand strategy acts as a North Star for decision-making across your business What food business owners get out of brand strategy work beyond deliverables How positioning and alignment impact everything from messaging to sales execution How to know if it's the right time to invest in brand strategy for your business Related episodes mentioned: Brand Pillars Episode Brand Positioning Episode Sales Series Spotify Playlist (5 episodes) Want to go deeper? Each episode of the podcast is paired with a worksheet designed to help you apply what you're learning to your own business. These worksheets (along with 1:1 Brand Strategy Sessions!) are available exclusively through Katie's email list, where you can save them over time and build your own brand strategy workbook—at the right pace, with the right information, at the right time. 👉 Join the email list to get the worksheet for this episode and future tools 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table – a free food & farm business owner community – to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands.

How food brands earn a place in everyday routines, go-to gifting, and meaningful traditions. Working in the food industry, a lot of us tend to think the grocery store doubles as a source of entertainment, right?! But believe it or not, many people shop on autopilot so they can get in and out as fast as possible. And while that can be a challenge when you're working to disrupt a category, it's also a *powerful* opportunity once your brand story is part of someone's story. In episode 167, Clint joins me to discuss some tips to move beyond one-off transactions and earn a place in people's everyday lives — from day-to-day routines (Start Right waffle sliders for breakfast?! ;), to becoming a go-to gifting option (many of you qualify for this one!), to showing up in meaningful annual traditions like Birthday dinner (there's a restaurant + bar in Madison, WI where I went to college that dubbed itself the Official Birthday Place...it's just what everyone did! In fact, if you Google "Birthday Bar, Madison," you'll see it...it's not all that distinct vs other places, but they OWN IT and lean in, and now it's a decades-long tradition for some people. People go there every other day, too, but they planted a seed for birthdays that really took root. How? YEARS of consistency! Rather than focusing on promotions or short-term tactics, our conversation looks at the role of brand strategy, positioning, and consistency in reducing friction and making repeat choice feel automatic. You'll hear how concepts like habit stacking, emotional connection, and clarity around what your brand stands for can help your product move from being reconsidered… to being relied on. In this episode, you'll hear: Why transactions require re-deciding — and why that makes switching easy What it means to move from transaction to tradition The opportunity in daily routines, occasional rituals, & annual traditions How habit stacking applies to brands, not just personal habits Why clear positioning is the foundation for emotional connection and loyalty How food brands become the go-to choice without competing on price How knowing which features & benefits meet your consumers' needs can help build brand loyalty. 🎧 If you're building a food brand and want to grow repeat purchase, loyalty, and trust — this episode will help you think differently about how your brand shows up in real life. Resources & links Consumer episode Ep 56: Meeting Consumer Needs: What Are You Really Selling? Ep 65: Setting Your Food Brand Apart Part 2: Identifying Your Ideal Consumer Ep. 83 Understanding the Difference Between Features & Benefits Explore Katie's brand strategy work for food business owners at Real Food Brands If you missed a Weekly Worksheet for a past episode, please send Katie an email (katie@realfoodbrands.com) or DM @realfoodbrands on Instagram. Want to talk about your strategy? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

We're talking margins, growth scenarios, and building the food business you actually want to lead. This episode is like a mini masterclass in food business finances—and while it's longer than usual, it's intentionally so. This is the kind of conversation you can come back to as your business evolves, your numbers change, and your goals become clearer. Your hosts, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods), are joined by food business financial consultant and strategist Sarah Delevan of The Good Food CFO for a grounded, honest conversation about what food business owners really need to understand about profitability, growth, and financial decision-making. Together, they unpack why common industry advice often falls short—and how food business owners can replace hope-based growth with clarity, confidence, and intentional strategy. What this episode covers Why "scale" is not a financial strategy—and how chasing scale in the wrong way can put your business at risk The truth behind the 50% margin myth How to think about profitability by design Using growth scenarios and "what if" planning to evaluate channels, product mix, and more How to approach debt thoughtfully—when it can support growth and when it becomes a liability Why proving repeatable success matters before investing heavily in growth The role of financial visibility in leadership, decision-making, and long-term sustainability How The Good Food CFO's financial tools and insights can support food businesses from pre-launch through $1MM in revenue This conversation bridges strategy, numbers, and real-world experience—connecting the financial side of the business with your goals as a food business owner. Why this episode is so important... Too many food business owners are told to "just scale," hit arbitrary margin targets, or follow playbooks designed for much larger companies. This episode offers a different approach—one that treats financial clarity as a tool for leadership, not pressure or judgment. It's not about building the biggest business possible. It's about building a meaningful, memorable, and sustainable one that you love to lead. Important note This episode is educational and directional, not financial advice for your specific business. Every food business is different, and the insights shared here are meant to help you think more clearly and confidently about your financial decisions—not tell you exactly what to do. Always consider your unique situation and seek personalized professional guidance when needed. Resources & links Learn more about Sarah Delevan's work and financial strategy tools here* Explore Katie's brand strategy work for food business owners at Real Food Brands If you missed a worksheet for a past episode, please send Katie an email (katie@realfoodbrands.com) or DM her @realfoodbrands on Instagram. Want to talk about your strategy? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands *note: This includes an affiliate link to the software. Sarah is a trusted industry friend and collaborator, which is the only reason I am sharing this with you. I believe these tools can truly help you if you think it's the right fit for your needs. And, even a few extra dollars helps cover podcast expenses! :)

How one word can help you lean into who you were meant to be....leading to benefits in your business and beyond! In brand strategy, we often talk about how a brand's essence can be distilled into a single word — the feeling that runs through everything. In this episode, I take that same idea and apply it to you as a leader, with your Word of the Year. Instead of setting rigid resolutions, I share why choosing a Word of the Year can be a more powerful way to guide your mindset, focus, and everyday decisions — especially when your personal and professional lives are deeply intertwined, as they often are for entrepreneurs. As an example, I reflect on my Word of the Year from last year, what it helped me reclaim, and how my word for this year builds on that foundation. You'll also hear examples of words others might choose, and a simple way to start thinking about what your word could be — not as a way to "fix" yourself, but to support who you're becoming. In this episode, you'll hear: Why I don't rely on New Year's resolutions — and what works better for many people How a Word of the Year acts as a mini North Star for your decisions My Word of the Year last year, and what it helped me clarify My Word of the Year this year, and how it will guide how I show up Examples of words others might choose — and why there's no "right" one A simple starting point to reflect on what you want more (or less) of An invitation to share your word with me so I can check in and see how it's going (yes, I really do care!) If you're looking for a more intentional way to set direction — in business and in life — this episode will give you ideas! Want to set your WOTY? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Click this link or follow @realfoodbrands on Instagram + tap the link in the bio to sign up for my weekly newsletter. If you missed a worksheet for a past episode, please send me an email or DM me @realfoodbrands on Instagram. Looking for clarity on your next steps? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

Holidays are a natural time to talk about traditions...and how our brands can be part of the routines & rituals on holidays...and every day! In this more personal episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) swap stories about holiday traditions, from food-centered moments to favorite Christmas songs, and the small rituals that make the season memorable. As the conversation wraps up, Katie and Clint connect the idea of traditions to brand building—exploring how the strongest brands don't just show up for special occasions, but become part of people's routines and rituals. Not by forcing their way in, but by fitting naturally into everyday life through emotional connection. In this episode, Katie and Clint talk about: Favorite family holiday traditions Creating traditions that feel fun and meaningful Food, family, and everyday moments that shape the season How brands become part of people's year-round rituals 🎧 Listen in for a light, enjoyable conversation—and a simple idea about what it really means for a brand to become part of someone's everyday life. Want to go deeper? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up. Looking for clarity on your next steps? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. WHAT TO DO NEXT? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands

How brand pillars turn strategy into structure — and help your brand stand out. If you've ever felt like your brand is harder to explain than it should be — or like you're doing all the right things to grow but still operating at a "product" level, you might be missing brand pillars! Brand pillars are often talked about as a content or messaging tool, but that's only part of the story. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) zoom out to show how brand pillars fit into the bigger picture of brand strategy — and why they're one of the key ways brands move from making a great product to building a strong BRAND that stands out. You'll hear a real-life example of Clint's food business pillars, and you can visit @realfoodbrands on Instagram to see Katie's pillars for Real Food Brands — along with how she actually uses them day to day. In this episode, you'll hear about: Why brand strategy and brand pillars are about aligning your entire business — not just your messaging Where brand pillars fit in the Define → Align → Activate framework (and why they're not the first step) What brand pillars actually include How brand pillars help you move from product-focused to brand-first thinking A practical example of how structure unlocks clarity and productivity How brand pillars act as filters for decisions across marketing, sales, and growth Want to go deeper? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up. Looking for clarity on your next steps? Katie & Clint help food business owners review their brand & sales strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session (only available to newsletter subscribers!). Episodes Mentioned: Ep 135. Is a Great Product Enough to Grow Your Food Business? Ep 143: Ideas Spinning in Your Head? Here's How to Use (Or Lose) Them Strategically. Ep 122: Start Standing Out with These 4 Steps Ep 83: Understanding the Difference Between Features & Benefits MORE OPTIONS 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands www.realfoodbrands.com