Whether you love being on camera or would rather stay behind the scenes, there are ways to show up on social that feel true to your brand and to YOU!

Before you ask what you should post, there's a bigger question to answer: What do you need social media to do for your brand and your business?

In this episode, Katie and Clint talk with Anna Brekken, founder of Picnic Studio and a social media manager for food and beverage brands, about using social media as a way to bring your brand strategy to life.

When you connect your social back to your goals and also keep it feeling social versus forced, social media can become less about feeding the content machine and more about supporting the business you're building.

In this episode, you'll hear:

• Why your social media goals should come from your broader business, brand, and strategy
• The difference between founder-led content and "building in public"
• Ways to show up without always having your face on camera
• Why follower count alone doesn't tell you whether your social media is working
• What Anna looks for when reviewing a food brand's social media profile
• Key things you want to have on your social page to drive engagement and sales
• How collaborations can help extend your reach and support retail relationships
• The value of repurposing content

The goal isn't to do what every other brand is doing. It's to know what you want social media to accomplish and find an approach that works for your food business.

Want more help thinking strategically about your brand? Resources:

>>> Get your FREE Brand Checkup Scorecard HERE!

>>> Subscribe HERE to Katie's weekly email for one brand insight story + three practical ways to apply it each week.

>>> Find Anna Brekken: Picnic Studio Website & Instagram

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Have a great week and see you next Wednesday. Let's go shake up shopping carts!

Katie & Clint

Adding a new product can feel like growth. But over time, new flavors, sizes, seasonal products, customer requests, and retail opportunities can quietly add A LOT of complexity to your business.

That doesn't mean you need to start cutting SKUs or events. Reassessing your mix could lead to adding a SKU or event if there's a gap...although typically we're looking at reducing or right-sizing.

It's worth periodically stepping back to ask whether each product, service, or experience you offer is still earning its place—and whether your product mix as a whole supports where your business is going.

In this episode, Clint and I walk through a straightforward three-step check I use with clients to evaluate their product portfolio. And while we talk a lot about CPG products and SKUs, the same thinking applies to services, on-farm experiences, and any other offers.

We talk about:

• Why every product should have a clear role or "job" within your business.
• The criteria you can use to evaluate individual products, from financial performance and consumer demand to brand alignment and operational complexity.
• Why an underperforming product doesn't automatically mean it's a bad product—or that it needs to get pruned.
• How adding another SKU can create complexity without creating incremental growth.
• What to look for when you step back and evaluate your portfolio as a whole, including gaps, redundancy, and consumer clarity.
• Why your product mix should reinforce what you want your brand to be known for.
• A simple place to start if it's been a while since you've taken stock of everything you offer.

The goal isn't to end up with the fewest products possible. It's to make intentional decisions about where you're investing your time, money, and attention so your product mix works harder for the business you're building.

Ready to create more clarity and take aligned action in your food business? Set up an intro call at RealFoodBrands.com.

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>>> Subscribe HERE to Katie's weekly email Newsletter for ways to bring the ideas you hear here to life for your business.

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Have a great week – see you next Wednesday!

Katie & Clint

More sales sounds like a good thing, but we know that's not always true.

With so many ways to sell and distribute your product, it's important to know which channels to focus on to help you meet your specific business goals—and how to crack the code within those channels.

In this episode, we (Katie Mleziva & Clint Matthews) continue our Food Business Maintenance Check by looking at a few key things to consider as you assess your sales and distribution plan.

We talk about choosing the channels that make sense for your product and business goals, understanding the financial and operational implications of how your product gets to the end user, and knowing when it may be time to change course.

Clint also shares a costly lesson from Start Right Foods about a retail opportunity that once looked like a big win—but no longer made financial sense when circumstances changed. It's a good reminder that even when you have a plan, you need to keep reassessing it as the market, your business, and your goals evolve.

In this episode, you'll hear:

• How to think about which sales channels make sense for your product and business goals
• Why it can be fruitful to focus on one channel and build a strong foothold before spreading yourself too thin
• How distribution can impact your margins
• Why a sales opportunity that once made sense may not always be the right opportunity to keep pursuing
• How questioning your assumptions can uncover opportunities to make your sales and distribution more effective
• Why grounding your sales strategy in your brand strategy can give you a major advantage when deciding where to focus

You don't need to pursue every sales opportunity or have every answer today. The goal is to have a strategy for where you're focusing, understand why that path makes sense for the business you're working to build, and keep reassessing as you learn and circumstances change.

If you could use support creating that and bringing it to life, we're happy to have a conversation about how we might be a good fit as part of your team.

Mentioned in this episode:

• The 4 P's of Sales Series Playlist
• Choosing the Right Partners episode
• Brand Checkup Scorecard (Self Assessment)

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>>> Subscribe HERE to Katie's weekly email Newsletter for ways to bring the ideas you hear here to life for your business.

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Have a great week – see you next Wednesday!

Katie & Clint

There are 200 episodes just waiting to help you build your business! 🎉

So where do you start listening? Or, if you've been listening for a while, what might be worth revisiting with a new perspective that some time and experience have given you?

In this episode, Clint and I went back through the archives and pulled out 5 episodes we think are especially worth a listen. Our picks cover brand strategy, sales, leadership, and regenerative agriculture, with ideas you can put to work as you build your business.

Clint's Pick: Episode 176 — Build Your Inner Edge to Deliver When it Matters Most | with Chad McGehee

A conversation about mental resilience, brain training, and taking care of yourself as a leader so you can show up better for your business.

Katie's Pick: Episode 182 — Your Brand Adds Value Across Your Business, Not Just Marketing

Why brand strategy isn't just a marketing tool. It can be a business asset that helps you make better decisions, reduce rework, strengthen your positioning, and build business value over time.

Clint's Pick: Episode 153 — Sales Intro: Unsure About Sales? Use This to Create a Process You Love

The starting point for Clint's sales series and his 4 Ps of sales: Planning, Prepping, Pitching, and Persisting. If you want to strengthen your approach to sales, start here and then keep going with the full series.

Katie's Pick: Episode 163 — Brand Pillars: The Backbone of Your Brand That Makes a Major Impact

A practical place to start organizing your brand strategy. We talk about how brand pillars help clarify what your brand consistently stands for and give you a foundation to build from when it comes to messaging, products, and more.

Shared Pick: Episode 192 — Stewarding the Land and Building Brand | Scaling Regenerative Agriculture with StarWalker Organic Farms

One of our favorite conversations about regenerative agriculture, stewardship, and building a business around something bigger than the products you sell. Jason and Kristina also share a bigger vision for bringing others along as they work to move regenerative farming forward.

You don't have to scroll through 200 episodes to find what you need. Browse podcast episodes by topic on the Real Food Brands website or explore the Spotify playlists:

• Brand Strategy 101 Playlist
• Brand Strategy 201 Playlist
• Sales Series Playlist
• Business Management Playlist

And be sure to follow the Food Business Marketing Podcast on Spotify or your favorite podcast app so you don't miss what's coming next.

Whether this is your first episode or you've been here for years, thank you for being part of the first 200. We've got no plans of stopping, and we're glad you're here as we keep working together to shake up shopping carts and help more people get access to real food.

The best is yet to come - let's go shake up shopping carts!

Katie Mleziva & Clint Matthews

Do you feel like all of your marketing efforts are adding up to something bigger, or more like a collection of tactics?

Your marketing should support your business goals and bring your strategy to life in a cohesive, consistent way that makes your brand easier to choose.

In this episode, we (Katie Mleziva & Clint Matthews) talk about why effective marketing starts before you decide what to post, where to advertise, or which tactic to tackle next. Using analogies from the art technique of pointillism to a snowball fight, we explore what happens when each of your marketing efforts contributes to one clear picture of your brand.

We also dig into the role marketing plays in influencing consumer behavior, why food and farm business owners have an opportunity to use that influence for good, and how consistency across your customer touchpoints can build clarity and trust over time.

In this episode, you'll hear:

• Why your marketing should start with strategy and business goals—not tactics
• How each customer touchpoint can help people understand the value of your brand
• Why cohesive, consistent marketing can build recognition and trust
• How marketing can influence consumer decisions without manipulating or adding to the confusion
• Where to start: a simple "One Room Test" to see what all of your marketing efforts are adding up to today

Whether you're thinking about social media, packaging, email, your website, sales materials, trade shows, or what happens at the shelf, the goal isn't simply to do MORE marketing. It's to make sure what you're already doing is working together to reinforce what you want your brand to be known for.

Mentioned in this episode:

• The CMO Podcast with Jim Stengel and guest Todd Kaplan, CMO of Kraft Heinz
• A Sunday on La Grande Jatte by Georges Seurat (example of pointillism)

Up next...EPISODE 200! We've got a special episode for you that will help highlight our top value-packed past episodes you will want to go back to if you missed or haven't listened to in a while.

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>>> Subscribe HERE to Katie's weekly email Newsletter for ways to bring the ideas you hear here to life for your business.

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Have a great week – see you next Wednesday!

Katie & Clint

Food & farm business financials aren't just about accounting—they're one of the most valuable tools for making informed business decisions.

In Part 2 of our 8-part Business Maintenance series, we (Katie Mleziva and Clint Matthews) explore why financial clarity is essential for food business owners, farmers, and CPG brands working to grow with confidence.

Whether you're launching your first products and experiences or have been in business for years, understanding your numbers can help reduce uncertainty, improve planning, and uncover opportunities you may be missing.

In this episode, Clint shares three practical areas he uses in his own business to build stronger financial visibility, and Katie connects financial clarity back to brand strategy and decision-making.

• Why financial clarity helps reduce uncertainty and build confidence
• How understanding your true Cost of Goods Sold (COGS) impacts pricing and profitability
• Why understanding margins across distributors, retailers, and your own business matters so much
• The huge benefits of reviewing your financials consistently—not just at tax time
• How financial clarity supports stronger marketing, operations, and growth decisions
• Why it's never too early—or too late—to gain a clearer picture of your business

Remember: Whatever your numbers say, it's better to know what you're really working with.

If this episode was helpful, follow in your favorite podcast player so you don't miss the rest of our Business Maintenance series, where we're exploring eight key areas that help food businesses stay aligned and continue growing with purpose.

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>>> Subscribe HERE to Katie's weekly email Newsletter for ways to bring the ideas you hear here to life for your business.

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Have a great week - see you next Wednesday!

Katie & Clint

Your brand isn't built by one great product, pitch, or marketing campaign; it's built by planting a clear idea and reinforcing it through every business decision you make.

That's why Brand Clarity is the first stop in our Food Business Maintenance Series.

In this episode, food & farm business strategists Katie Mleziva and Clint Matthews explore why getting clear on what you want your business to be known for creates better business decisions across your business to create consistency, align teams, and make everyday decisions easier to make.

Katie also shares where to start so you can think about your own brand's clarity!

• Why Brand Clarity is the foundation for every other area of your business
• Three questions to help define what you want your business to be known for
• What brands like Liquid Death, Lifetime Fitness, Aldi, and Start Right Foods can teach us about consistency
• How Brand Clarity improves team alignment and simplifies decision-making
• Katie's tip on where to start: finding the intersection of Company, Consumer, and Competition
• Why better brand decisions lead to better business decisions

• What do you want your business and brand to be known for?
• Would everyone on your team answer that question the same way?
• Are your daily decisions reinforcing that reputation—or pulling your brand in different directions?

• Liquid Death
• Lifetime Fitness
• Aldi (note: after recording, we looked up the meaning of Aldi and it DOES align with what they want to be known for!)
• Start Right Foods

Make sure to listen to Ep 196, which set the stage for this series.

See you next week - until then, let's go shake up shopping carts!

Katie Mleziva & Clint Matthews

There usually isn't one clear signal that tells you your marketing, operations, finances, or your product mix have drifted out of alignment. Instead, small issues build over time until you feel scattered, and they begin affecting growth.

That's why stepping back to periodically review your business isn't just helpful—it's part of building a stronger brand.

In this episode, food & farm business strategists Katie Mleziva and Clint Matthews walk through eight key areas every food business owner should evaluate on a regular basis.

Whether you're halfway through the year or simply looking for a fresh perspective any time you find this episode, this framework will help you identify what's working, where things may have drifted, and where your next best opportunity may be.

Use this episode as a friendly reminder that your brand isn't just an item on the list to talk with your graphic designer about. It's a business management approach - the lens that helps guide every other decision you make.

• Why every food business benefits from a periodic "maintenance check"
• How your brand serves as the North Star for better business decisions
• The eight areas we talk through include:
  • Brand clarity
  • Financials
  • Marketing
  • Sales & distribution
  • Product mix
  • Operations
  • Customer experience
  • Leadership & team
• Why alignment isn't something you achieve once—it's something you continually maintain.
• Where to learn more about each of these if you're feeling stuck

✔ Download the Free Brand Strategy Checkup to evaluate your brand and identify opportunities to build a stronger, more aligned business. Plus, you'll get the Friday newsletter with more details on these 8 points!

✔ Learn more about working with Katie & Clint by scheduling an intro call here.

✔ Past Episode mentioned: Here is a Spotify Playlist of Food Business Management episodes for you all in one spot.

If this episode helped you step back and look at your business differently, share it with another food business owner who is building with purpose. Small shifts in alignment today can create a much bigger impact over time

See you next week - let's go shake up shopping carts!

Katie & Clint