CPG Insiders

CPG Insiders brings the insights and expertise that Jekyll & Hyde has gained and leveraged across more than two decades in the advertising business, becoming the top agency in the country for CPG challenger brands. On the podcast, host Mark Young (agency CEO and Chairman), along with co-host Justin Girouard (Vice President), answer the questions that our clients most often ask about creating better marketing campaigns.They offer useful perspectives and insider information on creative and media strategies, product packing, retailer needs, trends, traps to avoid and more about what it truly takes to succeed at retail.

CPG Insiders is a business podcast hosted by Mark Young, Justin Girouard, with 128 episodes on record and a Required Pod Score of 80.

Mark Young, Justin Girouard hosts CPG Insiders, a business show with 128 episodes published.

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  CPG Insiders

  The New Consumer Economy: Where CPG Brands Can Still Win

  Sep 24, 202634 min

  Consumers are feeling more pressure—but that doesn’t mean they’ve stopped spending. In this episode of CPG Insiders, Mark Young and Justin Girouard sit down with Baringa’s Caspian Conran and Maureen Bossi to break down the state of the U.S. consumer, where spending is shifting, and what CPG brands should be watching next. One of the biggest takeaways: consumers are becoming more selective about where they spend, but they’re still willing to pay a premium when the product delivers real value. The conversation covers: • Why aggregate consumer data can hide major differences between income groups • How premium brands can protect their positioning in a softer economy • Why cutting marketing during a downturn can cost you market—and mind—share • How gas prices and other economic indicators can signal changes in buying behavior • Why consumers may delay big-ticket purchases while still indulging in smaller premium experiences • How AI could reshape both the consumer journey and the broader economy For CPG leaders, the message is clear: understand exactly who your customer is, stay visible, and make sure the value of your offer continues to exceed the price you’re asking. To learn more about Baringa and what they can do for you, please visit https://www.baringa.com/en/

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  CPG Insiders

  Private Label Has Changed. Is Your Brand Ready?

  Sep 2, 2026—

  Private label has changed. Store brands used to wait for successful products, create a cheaper alternative, and sit next to them on the shelf. Now? Retailers are building brands of their own—and in some cases, they may not need your brand on the shelf at all. For CPG companies, getting retail distribution isn’t enough. You need to build a brand consumers actively demand. Because if shoppers don’t care which brand they buy, the retailer has every reason to choose its own.

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  CPG Insiders

  Private Label Has Changed. Is Your Brand Ready?

  Sep 2, 202619 min

  Private label has changed. Store brands used to wait for successful products, create a cheaper alternative, and sit next to them on the shelf. Now? Retailers are building brands of their own—and in some cases, they may not need your brand on the shelf at all. For CPG companies, getting retail distribution isn’t enough. You need to build a brand consumers actively demand. Because if shoppers don’t care which brand they buy, the retailer has every reason to choose its own.

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  CPG Insiders

  How to Scale Your CPG Brand Without Bleeding Cash

  Aug 12, 202641 min

  Getting a massive retail PO can feel like the breakthrough your CPG brand has been waiting for. But what if saying “yes” actually puts you out of business? In this episode of CPG Insiders, Dr. Mark Young and Justin are joined by CPA and fractional CFO Scotty Palmer to break down one of the biggest challenges facing growing consumer brands: managing cash while scaling. Scotty shares real-world examples of brands that looked profitable on paper but were nearly out of cash, companies trapped by expensive receivables factoring, and founders who landed major retail opportunities only to discover they couldn’t afford to fulfill them. They also unpack why your best-selling SKU isn’t necessarily your most profitable, how rapid retail expansion can create a cash-flow crisis, and why looking backward at financial statements isn’t enough when your business is growing forward. In this episode: The difference between profitability and cash flow Why a big retail PO can actually hurt your business The hidden cost of receivables factoring How to model cash needs before entering more stores Why more SKUs don’t always mean more profit How to identify your most profitable products and channels The difference between a bookkeeper, controller, and CFO Why growing brands need a forward-looking financial strategy If you’re building a CPG brand and preparing to scale into brick-and-mortar retail, this episode will help you understand the numbers behind sustainable growth. Learn more about CPG Insiders: https://cpginsiders.com/ Connect with Scotty Palmer / Take the financial quiz: https://palmersadvisers.com/cash Get your copy of The 27 Unbreakable Rules: https://a.co/d/0bUR3OHe Subscribe for more conversations about building, scaling, and growing successful consumer brands.

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  CPG Insiders

  The Best Time to Sell Your Business Is Earlier Than You Think

  Jul 29, 20261h 12m

  When is the right time to sell your CPG brand? In this episode of CPG Insiders, Mark Young and Justin Girouard break down one of the biggest—and most emotional—decisions every entrepreneur faces: when to exit. They explain why the best time to prepare for a sale is years before you plan to sell, how buyers actually value brands, and what separates a $50M exit from a $500M+ exit. You'll learn why buyers aren't purchasing your history—they're buying your future. In this episode: Why founders should start preparing for an exit 3 years in advance The biggest mistakes entrepreneurs make before selling How strategic buyers value growth differently than private equity Why momentum matters more than current revenue The 10 signs your company may be ready for an acquisition The exit readiness scorecard every founder should use Real acquisition examples including Rao's, RXBAR, Kind, Native, Cremo, - Primal Kitchen, and more How to build a company that can thrive without the founder One of the biggest takeaways: "The right price to sell your company is when someone offers you more than you'd pay for it yourself." Whether you're planning to sell next year or ten years from now, this conversation will change how you think about building enterprise value.

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