Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers

About Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers

Grocery Pulse Podcast is for the food industry, grocers, CPG founders, and retail executives navigating today's grocery industry. Hosted by George Goodwin, a 4th-generation grocer and Innovar Marketing Agency strategist, each episode unpacks category management, supply chain, retail tech, and customer experience strategies through real conversations with industry leaders and family-owned business owners. Practical, actionable insights to help grow your grocery business, every week. Learn more: innovaragency.com | marketing@innovarmarketing.com #GroceryPulse #InnovarAgency #ItsAGoodwin

Publisher

George Goodwin, 4th-Generation Grocer & CPG Founder

Category

news

Language

en

Explicit

No

First episode

11 Jul 2023

Latest episode

6 Oct 2026

Latest episodes

35 episodes in the feed.

1. 

   6 Oct 2026

   From Grocery Journalism to CPG Leadership: A Journey of Purpose & Innovation | GroceryPulse Podcast

   In this episode, Michelle Breyer shares her unique journey through grocery, journalism, entrepreneurship, and CPG, from covering Whole Foods' and H-E-B's growth to founding a company and helping emerging brands through SKU. She shares what she's learned from watching hundreds of founders navigate the CPG roller coaster, the importance of mentorship and community, and what it takes to build a brand that can grow and last. In this episode, you’ll learn: ✅ How Michelle Breyer went from grocery journalist to CPG founder and industry mentor ✅ What she learned from watching Whole Foods and H-E-B transform the grocery industry ✅ Why some emerging CPG brands succeed while others struggle ✅ The biggest mistakes that can put a growing CPG company at risk ✅ Why mentorship and strong industry relationships matter for founders ✅ How COVID-19 forced CPG brands to adapt and embrace e-commerce ✅ What investors look for in a promising CPG brand and founder ✅ Why knowing your numbers, understanding unit economics, and protecting cash are essential ✅ How Austin and Texas are building a stronger CPG founder community ✅ What Michelle sees as the next big opportunities in food, wellness, and CPG Episode Highlights ✔From Journalism to CPG — How Michelle went from covering Whole Foods and H-E-B to building her own consumer brand. ✔The Founder Roller Coaster — What Michelle learned from watching emerging brands succeed, pivot, raise money, or run out of cash. ✔Why Mentors Matter — Michelle’s experience building SKU’s network of 300+ CPG mentors and helping founders avoid costly mistakes. ✔The COVID CPG Pivot — How wholesale brands were forced to embrace e-commerce, DTC, and digital marketing almost overnight. ✔What Makes a Brand Investable — The product, founder qualities, traction, margins, and business fundamentals that matter. ✔Why Austin Is Booming — How Austin and the broader Texas CPG community are creating opportunities for emerging brands. ✔Where CPG Is Headed — Michelle’s perspective on functional foods, better-for-you products, AI, social commerce, and the next generation of CPG. About GroceryPulse: GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder. Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business—and a healthier life. Subscribe on YouTube, Spotify, and Apple Podcasts. 📌 Chapters 00:00 (https://www.youtube.com/watch?v=y3b6sJAfmlA) Introduction and Michelle Breyer's background 01:54 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=114s&pp=0gcJCWMAwfN6Pr3D) Evolution of Austin's grocery scene and key players 04:02 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=242s) The rise of emerging brands and their stories 07:00 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=420s) Lessons from successful exits and industry insights 10:11 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=611s) The importance of product quality and founder passion 12:59 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=779s) Trends in natural foods, pet products, and AI in CPG 15:56 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=956s) Building brand relevance through innovation and storytelling 19:04 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=1144s) The role of mentorship and industry networks 22:06 (https://www.youtube.com/watch?v=y3b6sJAfmlA&t=1326s) Advice for founders on growth, investment, and resilience 🔗 Links & Resources Connect with Michelle Breyer Instagram:📸 @curlymichelle62 Email:✉️ michellebreyer7@gmail.com All GroceryPulse episodes: https://www.innovaragency.com/grocery.. (https://www.youtube.com/redirect?event=video_description&redir_token=QUZZTVljRktRWjJyTDBfTWNMdjNQNFRDclZqVnxBTl9pYzRjd2N4WHpqdHNNaEpNLUk4MmJXTlVMYkNkalp2Y0hLb1B1SzBzY0NINXQ3aTRKT20xMTMtdVpmUEh0eGFzdUtSbzNhRWtRY3NyRFB6T1YyOXVJYU1xWHVzckFQWEJt&q=https%3A%2F%2Fwww.innovaragency.com%2Fgrocery..&v=y3b6sJAfmlA) Be a guest: https://www.innovaragency.com/grocery.. (https://www.youtube.com/redirect?event=video_description&redir_token=QUZZTVljSC1jRGxWYUJuejM1V3FKeGZzSFFwZXxBTl9pYzRkeEFwTEYwV2dYZHhFRGU0Q2tycmgzME02X1dyNWMydjFtY0hfSHNNSmlZLVZsM2EwTE0tMXk2cjcwOE0zUUhjQURCYmt0Q01CZ1FWQlR0QUpTd2twYndaWWRjUVBF&q=https%3A%2F%2Fwww.innovaragency.com%2Fgrocery..&v=y3b6sJAfmlA). Innovar Agency: https://www.innovaragency.com/ (https://www.youtube.com/redirect?event=video_description&redir_token=QUZZTVljR0g3UUdRbWFaNjNDd1dnYmk1OXF6b3xBTl9pYzRlSDZMcWgtcy16NjV1U05WSTJWQklRZHJSblYtbDVDdHdteHJUcjl3NlQ1T0xYQkp5Qk9jVlhvbDhyOVJnNnQtakhZQU9GLS1WODFJdmZaaTE1NFpFR2Zudjl1b2VF&q=https%3A%2F%2Fwww.innovaragency.com%2F&v=y3b6sJAfmlA) Pitch the show: Podcast@InnovarAgency.com Subscribe for more conversations with the grocery, retail, and CPG leaders shaping how we eat. (https://www.youtube.com/hashtag/grocerypulse) #GroceryPulse (https://www.youtube.com/hashtag/grocerypulse) #FunctionalFoods (https://www.youtube.com/hashtag/functionalfoods) #CPG (https://www.youtube.com/hashtag/cpg) Innovar Marketing Agency – Blog (grocery/CPG marketing insights): https://www.innovarmarketing.com (https://www.youtube.com/redirect?event=video_description&redir_token=QUZZTVljSENMMXZ1U3gxRmpRS2Vab1ZHWllsZHxBTl9pYzRkdVlhbHRZel9lazRCOEdWSUszc3REeUFGRk1fanRxeWtZdXYtOENDSlpncWtBQjhvRU9HZkRmM0gzYVlqSkNCNEFXNUxGR3RuUWdyYmROZ0VzeU5oVXYwc3VpM1VI&q=https%3A%2F%2Fwww.innovarmarketing.com%2F&v=y3b6sJAfmlA) Pre-Order Kōbu Kombucha Powder (gut health made easy): https://www.enjoykobu.com (https://www.youtube.com/redirect?event=video_description&redir_token=QUZZTVljSEt1N2duYTBXU1lZM1hNYlNxeGtmUHxBTl9pYzRkZ2lyTVZFQUhBeUdYOWF3WDI0cFVFTzJYWnJrcDNNQzBqeWZDcms2X0lackF1eU5IeVpSSVFHSGYtd1pTVjVaMlptT3pxb3VBYl9qNDVUdkZmZmlsUWZ3VXA5UUdw&q=https%3A%2F%2Fwww.enjoykobu.com%2F&v=y3b6sJAfmlA)

2. 

   2 Oct 2026

   Functional Foods & Drinks: The Future of Wellness, CPG & Grocery | GroceryPulse Podcast

   Makor Coffee founder Eli Mash joins GroceryPulse to share how he built a functional organic coffee brand on the side, going from Shopify to 42 grocery doors and Amazon while still working full-time in tech. Host George Goodwin (4th-generation grocer and founder of Kōbu Kombucha Powder) sits down founder-to-founder with Eli to taste each other's products and talk honestly about building in the functional food space. Makor Coffee is 93% organic coffee blended with organic cacao, turmeric, Ceylon cinnamon, ginger, chaga, and cayenne, and it's on shelves at Kowalski's and Lunds & Byerlys in Minnesota. In this episode you'll learn: - Why new CPG brands should know their customer acquisition cost and repeat purchase rate before scaling paid ads, and why reviews and social proof should come first - How to use online customer feedback to pick and pitch the right retailers - Why Makor prices its retail bag below online and cut down to three SKUs - How retail, Meta, and Amazon work together as one discovery-to-repurchase cycle - Why third-party testing and ingredient transparency are becoming a real edge with today's label-reading shoppers Chapters: 00:00 Introduction to Functional Coffee and Wellness 03:03 What's in the Makor Coffee Blend 05:58 The Rise of Functional Foods and Beverages 08:55 From Tech to Coffee 12:14 Online Launch and Retail Expansion 15:00 Navigating the Retail Landscape 18:09 Testing and Quality Assurance in Coffee 21:01 Why Organic Certification Matters 25:12 Transparency in Consumer Products 29:06 Building a Brand: Advice for Emerging Founders 32:14 Retail Challenges and Customer Feedback 37:12 The Future of Functional Foods 39:08 Fire Round: Brewing Methods and Favorite Ingredients 42:16 The Heart Behind the Brand Grocery buyers: Eli wants to hear how you evaluate functional brands. Reach him at [eli@makorcoffee.com – CONFIRM] Try Makor Coffee: [makorcoffee.com – CONFIRM] Try Kōbu: https://enjoykobu.com Full episodes: https://www.innovaragency.com/grocerypodcastgrocerypulse Be a guest: https://www.innovaragency.com/grocerypulse-podcast-guest Innovar Agency: https://www.innovaragency.com/ Pitch the show: Podcast@InnovarAgency.com If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10! — code PODCAST10! for 10% off

3. 

   13 Aug 2026

   Four Generations of Grocery: How Plum Market Built a $0 PE Empire & Redefined Specialty Retail w/ Marc Jonna — CPG Growth, Scratch Kitchens & Scale | GroceryPulse w/ George Goodwin

   I had the opportunity to sit down with Marc Jonna, Co-Founder & President of Plum Market, and this was a really special conversation for me as a fourth-generation grocer. Marc's grocery story goes back generations.His father, Ed Jonna, founded Merchant of Vino in Michigan, which was later acquired by Whole Foods. Marc went on to become a National Wine Buyer for Whole Foods before leaving with his brother Matt to start Plum Market in 2007. Today, Plum Market has grown to 35+ locations while remaining family-owned and independent. One of the things Marc says that really stuck with me is that he thinks of Plum Market as the “Disneyland of grocery.” Not just somewhere you go to buy groceries—but somewhere you actually want to spend time. Episode Chapters 00:00 — Introduction & WelcomeGeorge introduces Mark Jona, co-founder and president of Plum Market. 03:45 — Scaling Category Growth at Whole FoodsMark shares how fearlessly shaking up department layouts drove early success at Whole Foods. 07:50 — Family Legacy & Launching Plum MarketTransitioning from Merchant of Vino to launching a modern, independent grocery chain. 11:20 — Foundational Values & Daily MentorshipOperational habits, early morning drive, and lessons passed down through generations. 15:10 — Building a Purpose-First Grocery ModelWhy Plum Market skips private label products to focus on scratch kitchens and independent CPG brands. 19:05 — Managing Family Business DynamicsStrategies for navigating sibling partnerships, resolving conflicts privately, and staying aligned. 23:15 — Empowering Store Teams & Frontline FeedbackSupporting store leaders, listening to frontline staff, and building an empowered culture. 27:30 — Juliet’s Cuisine: Scratch Cooking at ScaleHow family recipes inspired Plum Market’s commitment to real, in-house kitchen prep. 32:10 — Expanding to Airports, Schools & Sports VenuesTaking scratch-made dining into non-traditional venues, from airport terminals to the Detroit Pistons. 37:40 — Wellness, Portions & Functional NutritionMeeting the consumer shift toward preventative health, clean ingredients, and portion balance. 42:15 — Growing to 35+ Locations Without Private EquityWhy Plum Market chose to stay family-owned rather than take outside capital or go public. 47:00 — The Independent Advantage: Speedboat vs. SteamshipHow agile independents outpace large corporate chains on innovation and sourcing. 51:15 — Advice for CPG Founders Pitching RetailersHow emerging brands can partner with retailers to test, optimize, and scale placement. 55:30 — The Future of Specialty GroceryWhy brick-and-mortar stores must prioritize in-store experience to thrive alongside delivery apps. 59:20 — Rapid Fire Round & ClosingQuick-hit questions on favorite departments, career advice, and final takeaways. We talked about: 🥬 Creating stores around experience 👨🍳 Making prepared foods from scratch 🌱 What “local” actually means 🤝 Building community through grocery 👨👩👦 Multi-generational family business 📈 Growing without private equity 🛒 The future of specialty grocery As someone who grew up in grocery, these are the conversations I love having.Thanks to Marc for sharing his story and perspective on where grocery is headed. 🎙️ Check out the newest episode of GroceryPulse.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance. Innovar Marketing Agency (grocery/CPG marketing insights): www.innovaragency.com Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

Who has been a guest on Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers

Names identified in recent episode analyses. Showing up to five guests.

• Jake Kiviko
• Jacqueline Smith
• Brian Smith
• Walker
• Jeremiah Bogenhagen

Reach and audience

Public platform figures. Ratings count people who left a rating, not total listeners.

YouTube views

6,480

Score snapshot 15 Sept 2025

Apple Podcasts (US)

5.0 / 5

4 ratings

Spotify

5.0 / 5

20 ratings

Podcast Authority Score: 28 / 100

A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.

Quality

16

Social presence

0

YouTube

65

Engagement

32

Contact Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers

Guest appearances

Does not typically book guests

Based on episode analysis; this does not confirm that the show is currently accepting guests.

Questions about Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers