I’m trying something new.

Writing about the same digital marketing topics every week can get stale. So, I’m going out and talking to the smartest people in the CPG space to bring you fresh, in-the-trenches insights.

To kick things off, I sat down with Andrew Watman, a Food & Beverage journalist for Forbes.

He’s interviewed countless founders and has his finger on the pulse of what’s happening in CPG. We talked about everything from fundraising to the future of food trends. Here are the biggest takeaways.

The CPG Founder’s Biggest Blind Spot

When I asked Andrew about the most common blind spot he sees in CPG founders, his answer was immediate: distribution strategy.

Too many founders are obsessed with getting into Whole Foods or Target on day one. Andrew’s take? That’s a huge mistake. The winning strategy is to get creative and meet your target audience where they already are.

• Case Study 1: Leisure Hydration. Their product is for everyday hydration, not just for athletes. So, where did they launch? In tech offices like Meta’s and in airport lounges, places where busy professionals are dehydrated. People tried it for free at work, loved it, and then started buying it when they saw it in stores. They proved their thesis through their distribution.

• Case Study 2: Owens Mixers. Before they ever hit a single grocery store shelf, they got their mixers into New York City clubs and baseball stadiums. They became associated with high-quality drinks in high-energy places, building brand recognition long before they competed for shelf space.

The lesson: Grocery stores are not the only place to sell your product. Creativity in distribution can be your biggest advantage.

What Investors Actually Want in 2025

The fundraising market has changed. According to Andrew, investors now demand a fully thought-out brand with a tight product and marketing strategy.

They’re tired of founders who seem unsure of their own vision. In fact, they don’t want humility; they want to hear your "wildest dreams" for where the brand is going, even if it feels like a pipe dream.

And you don’t always have to be a "mega disruptor." Investors also bet on categories as a whole. If a challenger brand comes along that can compete head-to-head with an existing disruptor, investors are willing to bet on them, too. The key is to differentiate yourself with your brand, even if the product itself is similar to a competitor’s.

A Warning on Certifications & Trends

We also dove into two of the hottest topics in CPG: certifications and the nostalgia trend.

• On Certifications: Andrew’s stance is firm: a certification's goal must be to eliminate consumer confusion, not add to it. If a consumer has to second-guess what a seal like "seed oil safe" means ("safe from seed oils or contains safe seed oils?"), the certification has failed. He warned against "greenwashing" and organizations that use clickbait and fear-mongering, arguing that a certifying body must be black and white to maintain consumer trust and integrity.

• On Nostalgia: The trend of reinventing childhood snacks with clean ingredients has been a huge winner. But as a storyteller, Andrew admitted he’s getting "borderline a little bored" with the nostalgia play. While it still works on the shelf, he’s more excited about what’s next: "how about we look into the future and create something new?"

A huge thank you to Andrew. You can follow his work and connect with him on LinkedIn and Instagram.