• Why most small brands should stop exhibiting alone and start thinking in pavilions, shared spaces, and buyer-focused ecosystems
• The exact support CPGX offers brands before, during, and after a show, including booth setup guidance, shipping help, scanning, networking, and buyer outreach
• Why trade show ROI is so hard to measure, and why the real value often comes from the follow-up most brands never do
• Which shows actually deliver for emerging brands, including Sweet and Snacks, NAMA, and Acuffs
• Why stopping at grocery retail is a mistake, and how food service, micro markets, universities, convenience, hospitality, cruise lines, and distributors open new doors

Shannon also explains how CPGX is building something different for 2027 in Savannah, Georgia - a trade show designed specifically for emerging brands under roughly $12M to $15M in sales, with affordable booth pricing, a consumer-facing final day, and 20% of profits returned to exhibitors. It’s a model built around value, not gatekeeping.If you’re a brand that’s tired of paying for exposure with no clear payoff, or a buyer looking for the next serious CPG products before everyone else catches on, this episode will change how you think about trade shows. Essential listening if you want smarter growth, better connections, and a real shot at ROI.Guest Credibility: Shannon Peffley is the force behind CPGX, a CPG ecosystem built to help brands get in front of buyers more affordably and effectively. He brings first-hand industry experience as someone who has owned a brand, supported brands, and lived the pain points trade shows create for smaller companies.

• Why grocery retail is often a brutal, money-losing path for smaller brands
• Why Amazon still matters for visibility, but may not be enough on its own
• How TikTok Shop’s creator program actually drives sales through trusted, contextual recommendations
• Why “contentable” products outperform feature-and-benefit marketing
• How repetition, entertainment, and emotional storytelling turn a product into something people want to share
• The exact first step Jake recommends for brands that feel intimidated by TikTok Shop

Jake also shares how his team built around this shift, why they chose social commerce over a safer agency path, and how brands can use creator-led content to turn discovery into demand across TikTok, Amazon, and beyond. Along the way, Mike pushes on the hard truth most brands avoid - if you are still “working on it,” you may already be behind.Jake Bjorseth is the founder of Return on Creators, a social commerce and creator marketing agency focused on helping brands win on TikTok Shop. He has worked in influencer marketing and social media since 2016 and has helped brands use creator-led strategies to drive revenue, lift Amazon sales, and grow into retail opportunities.Perfect for founders and marketers who know social commerce is the future, but want a practical way in. If you want more attention, more trust, and a smarter path to growth, this is the episode to hear first.

• Why grocery retail often means renting space, not building a business
• The 3 things required to survive on shelf, and why most brands fail one or more of them
• How to think about your backyard first, from independents and colleges to micro markets and convenience stores
• Why Amazon, Shopify, and social media matter to buyers more than you think
• How food service and alternative channels open up a much broader, more fragmented opportunity set

Mike also previews what this podcast will cover next, including GPOs, distributors, broker problems, ghosting, trade shows, sales sheets, samples, micro markets, vending, OCS, and how to plan for 2027 with discipline instead of wishful thinking.This is a blunt, no-BS wake-up call for founders, operators, and brand builders who are tired of getting seduced by “glamorous” grocery placement and want a smarter path to real growth. If you need a clearer strategy for where to launch, how to build a foundation, and what channels actually deserve your attention, this is the episode to hear first.

Mike dives deep into his 25+ years of experience, revealing insights that can transform your understanding of food service beyond the grocery aisles. He discusses his unique approach to consulting and why he believes that traditional grocery retail is not the answer for success. Listeners will hear about the vast opportunities available in alternative channels and the importance of distribution and velocity in driving business growth.

You'll discover:

- The real meaning behind the term "food service" and why it matters for your business.

- How to navigate group purchasing organizations (GPOs) and their crucial role in the supply chain.

- The different channels in the food service world and which ones are primed for growth.

- Mike's passion for the industry and the significance of connecting with the right resources to succeed.

The stakes are high: ignoring the insights in this episode could mean missing out on key strategies that propel your business forward. With the food service landscape constantly evolving, understanding these channels can be the difference between thriving and merely surviving.

Join Mike on this exciting new venture, as The Octopus Podcast promises to deliver valuable content, connections, and motivation in each episode. Perfect for food service professionals, entrepreneurs, and anyone looking to gain an edge in this fragmented market. Subscribe now and stay tuned for more enlightening discussions!