Behind every product in the grocery store is a founder, a buyer, and a bet. On Eye Level, journalist Matt Rodbard and grocery expert and investor Elly Truesdell make sense of the brands, trends, and people shaping how America actually eats. Each episode pairs industry analysis with a lively conversation featuring someone moving the business forward.
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Athletic Brewing and Writing the New Rules of Beer with Bill Shufelt
Athletic Brewing (https://athleticbrewing.com/) is the best-selling nonalcoholic craft beer brand in the United States, and founder and CEO Bill Shufelt is spending 2026 pushing it into places beer has traditionally owned. Matt talks with Bill about where Athletic is growing now: grocery shelves, bars and restaurants, and the NFL, where the brand is the nonalcoholic partner of MetLife Stadium, the New York Giants, and the New York Jets, with Drake Maye and Dak Prescott signed on as athlete-owners. Bill also gets into how Athletic keeps its product pipeline fresh, why the company just hired a career alcohol marketer as CMO, and what he’s learned about scaling, raising capital, and defending a category leader now that the big brewers have shown up to the NA party.
But first, Elly and Matt talk about the state of nonalcoholic beer, wine, aperitivo, and everything in between. They also give their thoughts on two products: Baris (https://everybaris.com/) chocolate-dipped frozen raspberries and Pretzelized (https://pretzelized.com/). A pretzel and pita chip hybrid.
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29 Oct 2026
David Protein vs. Everybody with Peter Rahal
Host Elly and Matt interview Peter Rahal, founder and CEO of David Protein, about his journey building successful protein brands and the future of the American diet.
14 Oct 2026
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