Rephonic
Artwork for Shelf Space
Heaps Normal
Man Cereal
Retail
Coaqua
Hotpot Queen
Seoul Tonic
Nocap Soda Pop
Congo Brands
Deepworks
Rorra
Dry Water
Water Filtration
Dr. Squatch
Australia
K2O By Sprinter
Maryruth's
Lady Bird Soda
Coconut Water
Nice Cans
My Better Batch

Conversations with CPG founders at the top of their game. Gathering unique insights and having impactful conversations to help guide the next generation of founders.

PublishesWeeklyEpisodes25Founded6 months ago
Number of ListenersCategories
EntrepreneurshipBusiness

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Artwork for Shelf Space

Latest Episodes

What does it actually take to make a creator brand last longer than the hype?

On this episode of ShelfSpace, Connor Macpherson and Luke Anthony sit down with Alex Isby, Director of Product and Innovation at Happy Dad, the hard seltzer founded by the... more

How do you take a "gas station" snack, make it premium, and sell it to Hershey in just five years?

On this episode of Shelf Space, Connor Macpherson sits down with Jon Sebastiani, founder of KRAVE Jerky and founder of Sonoma Brands Capital, the growt... more

YouTube

Most men's skincare brands buy an existing formula off the shelf and slap a label on it. Jared Pobre, founder and CEO of Caldera + Lab, did the opposite — and it cost him two extra years.

In this episode, Jared breaks down how he validated a men's s... more

YouTube

Charlie Carlisle went from building and selling Love Your Melon, to spending his days reviewing 30 to 40 acquisition decks a week as a portfolio strategist at WIN Brands Group, to co-founding Rorra: a premium water filtration brand built on stainless... more

YouTube

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Recent Guests

Charlie Carlisle
Founder, Rorra
Rorra
Episode: Building the Dyson of Drinking Water - Charlie Carlisle on Rorra's Vision
Scott Van den Berg
Founder/VC, HotStart
HotStart
Episode: The VC Behind Your Favorite Celebrity Brand - Scott Van den Berg on HotStart's Investment Thesis
Maree Glading
Founder of Evre Skincare; former founder of I Love Pies / I Love Fou Co
Evre Skincare; former I Love Pies founder
Episode: From Gourmet Pies to Teen Skincare - Maree Glading on Building Evre. Skincare
Sean Knecht
Co-founder of Tantos
Tantos
Episode: From Instagram DM to 1,200 Stores - Sean Knecht on Inventing a New Snack Category with Tantos
Mac McAvoy
Founder of DeepWorks, operations expert in CPG
DeepWorks
Episode: The Fractional Operator Behind Brooklyn Beckham's Cloud 23 - Mac McAvoy on Building CPG Ops
Renee Lee
Founder/co-founder of MOXX Brands (guest on episode discussing retail-first brand building and growth across multiple categories)
MOXX Brands
Episode: Retail First, Never D2C - Renee Lee on Building MOXX Brands Inside Walmart, Target and Whole Foods
Grant Taylor
Co-founder of MOXX Brands, involved in strategy and growth discussions
MOXX Brands
Episode: Retail First, Never D2C - Renee Lee on Building MOXX Brands Inside Walmart, Target and Whole Foods
Zelka Ridjosic
Co-founder of Joyburst Beverage
Joyburst (Self-funded startup)
Episode: No Investors, No VC, $100M in Year Four - Zelka Ridjosic on Self-Funding Joyburst
Jordan Iglesias
Ex-PepsiCo, Red Bull, Congo Brands executive turned Chief Sales Officer at Dry Water
Dry Water
Episode: The Next Big Hydration Brand - Jordan Iglesias on His Billion Dollar Mission at Dry Water

Chart Rankings

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Talking Points

Recent interactions between the hosts and their guests.

The VC Behind Your Favorite Celebrity Brand - Scott Van den Berg on HotStart's Investment Thesis
Q: What are the biggest risks in celebrity-led brands, and how do you mitigate them?
Key risks include key-person risk, reputation/cancellation, and product quality. Mitigation involves ensuring the product truly stands on its own, distancing the celebrity from every action to avoid brand damage, and structuring deals with protections like milestone-based vesting and clear roles to reduce dependency on a single face.
The VC Behind Your Favorite Celebrity Brand - Scott Van den Berg on HotStart's Investment Thesis
Q: How do you evaluate a potential celebrity-brand deal in terms of equity and structure?
Deal structure depends on several variables: who the celebrity is, their role (co-founder vs ambassador), the stage of the company, and the potential for achieving milestones. Equity can range broadly, but the goal is to balance incentives with risk, using milestones and vesting or clawbacks rather than granting large stakes upfront.
The VC Behind Your Favorite Celebrity Brand - Scott Van den Berg on HotStart's Investment Thesis
Q: What drew you to celebrity brands, and how did HotStart come to be in your career path?
I noticed celebrities using their platforms for suboptimal products and decided to create equity-based collaborations that leverage the celebrity's reach while focusing on solid product-market fit and real investor value. HotStart evolved from Influencer Capital toUS expansion, eventually becoming a platform and fund that combines celebrity founders with operators to scale brands.
10,000 Stores With a Team of Six - Vinny Wilson on Building NoCap Soda Pop
Q: How important is the community of ambassadors to your growth, and how do you nurture that?
Ambassadors provide organic reach and credibility; the brand actively engages applicants, uses data to select partnerships, and values authentic engagement over paid endorsements, which fuels earned media value and strengthens the cult following.
10,000 Stores With a Team of Six - Vinny Wilson on Building NoCap Soda Pop
Q: Why did you pivot from prebiotics/postbiotics to electrolytes, and how did retailers respond to that shift?
A conversation with a national retailer revealed that some buyers cared about functional ingredients while others did not; the pivot to electrolytes aligned with the next-gen soda trend and consumer demands, and retailers increasingly supported the move as part of a broader wellness narrative.

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Frequently Asked Questions About Shelf Space

What is Shelf Space about and what kind of topics does it cover?

Founders in consumer-packaged goods share high-signal lessons on turning ideas into scalable brands. Episodes center on founder journeys, fast-growth retail strategies, and the tension between product storytelling and operational discipline. Guests frequently discuss fundraising hurdles, channel diversification (DTC, multi-channel retail, international expansion), and the dynamics of celebrity or high-profile partnerships that accelerate growth. A notable throughline is how brands pivot from niche origins to mass-market presence, while maintaining autonomy and a distinct brand voice. The collection often highlights practical playbooks for branding, packaging, partnerships, and navigating market gates, making it valuable for aspiring founder... more

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Which podcasts are similar to Shelf Space?

These podcasts share a similar audience with Shelf Space:

1. Morning Brew Daily

How many episodes of Shelf Space are there?

Shelf Space launched 6 months ago and published 25 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on Shelf Space?

Recent guests on Shelf Space include:

1. Charlie Carlisle
2. Scott Van den Berg
3. Maree Glading
4. Sean Knecht
5. Mac McAvoy
6. Renee Lee
7. Grant Taylor
8. Zelka Ridjosic

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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