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Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers: Daily Summaries Delivered
by George Goodwin
Introducing the GroceryPulse Podcast by Innovar Marketing Agency! Reimagined to bring you the latest insights, strategies, and innovations in grocery retail, GroceryPulse is hosted by George Goodwin, a fourth-generation grocer and Innovar’s lead strategist. Each episode dives into the unique challenges and opportunities facing today’s independent grocers and retail chains.We’re excited to present engaging discussions with industry experts, successful grocers, and thought leaders sharing real-world tips and best practices. From enhancing store operations and leveraging data-driven strategies to elevating customer experiences and driving growth, we cover the topics that matter most to your business.GroceryPulse also brings you inspiring stories from family-owned businesses and insights into the transformative innovations shaping the future of grocery retail. Our mission is to support grocers in their journey toward growth and success with actionable advice that keeps you ahead of the c
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- Mar 19, 202649 min
The Power of Relationships in Grocery: Leadership, Sales & the Future with Lori Brown | Grocery Pulse Podcast
"The grocery industry may be driven by logistics and supply chains—but it’s still powered by relationships."In this episode of Grocery Pulse, George Goodwin speaks with Lori Brown, a 40+ year grocery industry leader and President of The Illuminators. Lori shares insights from her experience across retail, CPG, and supply chain—revealing why communication, presence, and servant leadership are more important than ever.Chapters: 00:00 Introduction to Lori Brown and Her Journey02:06:35 Lori's Career Path and Experiences02:10:15 The Importance of Communication in Crisis02:14:32 Building Relationships in the Grocery Industry02:17:24 Lessons from Early Career Experiences02:19:59 Balancing Family, Work, and Community Involvement02:22:41 Understanding Servant Leadership02:27:11 Insights from Industry Leaders02:28:40 The Importance of Personal Connection in Retail02:31:33 Brand Strategies for Modern Retail02:34:46 Finding Your Niche in the Market02:36:35 Building a Supportive Network02:38:32 Effective Time Management in Leadership02:40:48 The Reluctant Leader's Journey02:43:48 Nurturing the Next Generation of Leaders02:45:02 Core Values in LeadershipGeorge and Lori dive deep into:Showing up and building real connectionsWhy being physically present at events and in stores creates long-term opportunities and trust.Communication during uncertaintyHow consistent communication—even with no updates—builds stronger relationships during crises.Servant leadership in actionLeading by serving others, sharing knowledge, and empowering teams at every level.Connect with Lori Brown:LinkedIn: https://www.linkedin.com/in/lori-brown-ms/Email: lkbrown9600@gmail.comConnect with George Goodwin:Kōbu: enjoykobu.compromo code: podcast10LinkedIn: George Goodwin
- Mar 18, 20261h 14m
From Burnout to Breakthrough: The Gut-Brain Connection with Mike Schmidt | GroceryPulse Podcast
"Nutrition is the gateway drug to spirituality."In this episode of Grocery Pulse, George Goodwin sits down with holistic health coach Mike Schmidt to discuss the powerful intersection of gut health, identity, and the grocery industry. Mike opens up about his personal journey—battling 10 years of chronic acne and a 16-month period of burnout—and how he used "food as medicine" to transform his life and his business.Chapters:00:00 Introduction to Health and Wellness Transformation02:32 Personal Journeys and Health Challenges05:17 The Role of Food in Healing08:10 Consumer Trends in Health and Nutrition10:58 Understanding Gut Health and Its Importance13:39 Navigating Grocery Stores for Healthier Choices16:15 The Impact of Emotional Well-being on Nutrition19:23 The Science Behind Food Quality21:50 Kobu: A New Approach to Probiotics24:38 Final Thoughts on Health and Nutrition28:27 The Role of Electrolytes and Natural Hydration29:31 Nutrition for Athletes: The Importance of Clean Fuel32:06 Japanese Wisdom in Nutrition and Eating Habits35:54 Lessons from Okinawa: Community and Simple Diets38:12 The Impact of Food Choices on Health and Economy41:50 Investing in Health: The Long-Term Benefits of Nutrition45:50 Consumer Choices and the Food Industry's Response48:34 Integrity in Food Choices: A Path to Self-Respect51:31 Listening to Your Body: The Key to Healthy Eating52:31 Coping Mechanisms and Health Trends57:29 Listening to Your Body01:02:18 Holistic Health and Daily Habits01:04:11 Gratitude and Mindfulness01:05:09 Future Endeavors and Community EngagementGeorge and Mike dive deep into:The "Why" Behind the Brand: Why passion-led companies (like Goodwin’s Organics and Kōbu) are the most impactful.The Gut-Brain Connection: Why 90% of your serotonin is made in your gut and how that affects your daily confidence.Navigating the "Grocery Casino": Tips for avoiding "greenwashed" labels and sticking to the nutrient-dense edges of the store.The Future of Kōbu: George shares the science behind Kōbu's 33 billion probiotics and the mission to "inspire, encourage, and motivate."Whether you are a CPG founder, a retail professional, or someone looking to optimize your own health, this conversation offers a raw look at how the food we sell—and eat—shapes who we become.Connect with Mike Schmidt:Website: superfoodsuperhuman.comInstagram: @mike_schmidt_Connect with George Goodwin:Kōbu: enjoykobu.comLinkedIn: George Goodwin
- Jan 19, 202623 min
How Independent Grocers Win: Modernizing a Family-Owned Health Food Store / Vitamen Store with Jake Kiviko Recorded Live at the Natural Independent Expo | GroceryPulse Podcast
In this episode, Jake from Nature's Finest shares insights into the journey of running a family-owned health food store, the importance of customer empowerment through education, and the challenges of modernizing operations in a competitive market. He discusses the significance of selecting the right brands to partner with and highlights current trends in health and nutrition. The conversation also includes a product tasting segment, showcasing the importance of customer feedback in product development.TakeawaysJake's family started Nature's Finest in 1982, emphasizing health and nutrition.The transition from traditional retail to e-commerce was crucial for the business.Customer education is a key aspect of their service.Modernizing operations has improved efficiency and customer experience.Partnerships with brands should align with the store's values.Health trends like gut health and magnesium supplementation are gaining popularity.Independent stores can be first to market with innovative products.Customer feedback is essential for product development.Family businesses thrive on passion and commitment.Nature's Finest aims to empower customers to take charge of their healthChapters00:00 Introduction to Nature's Finest02:39 The Family Business Journey05:25 Customer Empowerment and Health Education08:35 Modernizing Operations and Technology10:55 Navigating Competition and Brand Selection13:59 Trends in Health and Nutrition16:18 Product Tasting and Customer Feedback18:52 Advice for Family-Owned Businesses.KeywordsNature's Finest, health food, family business, supplements, customer empowerment, health education, e-commerce, competition, nutrition trends, product tastingGuest: Jake Kiviko — Nature’s Finest🥗 Family-owned health food store founded in 1982📍 Recorded live at the Natural Independent Expo💡 Focus: modernizing independent grocery, customer education, and health-forward retail🥄 Bonus: live product tasting + real customer feedback insightsSponsor: Kōbu Kombucha PowderA modern take on kombucha designed for gut health, hydration, and everyday wellness—without the sugar bomb.✨ Clean, convenient kombucha powder you can take anywhere.🌐 Learn more or try it out: **www.enjoykobu.com**Host: George GoodwinInnovar Marketing AgencyHelping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital.📧 Contact Innovar: marketing@innovaragency.com george@innovaragency.com🌐 Learn more: *www.innovaragency.com
- Jan 8, 202658 min
How a CPG Founder Built a Clean Protein Bar—Backed by an NBA Champion | Retail lessons on brand, growth & integrity with George Goodwin, 4th Gen Grocer & CPG Founder | GroceryPulse Podcast
In this episode of GroceryPulse, host George Goodwin sits down with Jacqueline Smith, Founder & CEO of E3 Energy Cubes—a Utah-based, woman-owned protein bar brand on a mission to “change the flavor of healthy.” Jacqueline shares how an accountant’s mindset (yes—math) helped her build a better-for-you bar with balanced macros (fats, carbs, protein), clean ingredients, and flavor that actually hits.You’ll hear how E3 went from a commercial kitchen concept to manufacturing in-house, why the bar is shaped into three shareable cubes, and how Jacqueline landed 2x NBA Champion Norris Cole as an early investor after a wild “I don’t know why I’m here… oh THAT’S why” moment. The conversation also dives into real founder realities: ingredient sourcing, label transparency (including seed oil nuances in dried fruit), the cashflow math of CPG, packaging lessons (why black looked amazing online but disappeared in-store), and what it takes to keep going when you’re exhausted—but the mission is bigger than you.Chapters00:00 – Welcome + Jacqueline’s mission to make healthy taste good01:38 – Why E3 started with math, not “food creativity”03:22 – Cleaning up a tasty recipe: boosting protein, fiber, and removing extra sugars04:31 – What E3 Energy Cubes are: 3 squares + 5 flavors11:07 – How the first flavors were chosen12:30 – The Norris Cole story: gut instinct → first investor17:10 – Staying true to the mission (and being transparent about ingredients)19:12 – “Seed oil-free” nuance + sourcing realities at small scale23:17 – Natural flavors, propylene glycol, and what founders should watch for27:18 – Why Jacqueline manufactures in-house (and how she bought machinery early)29:20 – Expo West 2020 shutdown + surviving COVID as a new CPG brand30:24 – Packaging pivot: why black film didn’t work in refrigerated sets32:40 – Biggest sales channels: convenience + Circle K, plus new retail wins34:10 – The margin squeeze: distributors, freight, demos, and buying power36:43 – RFPs, comparing quotes, and logistics math that saves real money38:30 – What “women-owned certified” means (and Jacqueline’s merit-based view)42:21 – “Burned the ships”: what keeps her motivated46:23 – Avoiding budget traps: shows, ads, and follow-up systems49:29 – Online vs retail strategy without undercutting stores53:46 – Fire chat: joy, favorite flavors, and what’s next in 202657:46 – Advice for founders who want to manufacture themselves1:05:20 – E3 fundraising: raising to prep for major Q1 growthGuest: Jacqueline Smith — Founder & CEO, E3 Energy Cubes🌐 Website: E3EnergyCubes.com🥶 Tip: They’re refrigerated, cube-style, and built for busy everyday people who still care about ingredients.Sponsor: Kōbu Kombucha PowderA modern take on kombucha designed for gut health, hydration, and everyday wellness—without the sugar bomb.✨ Clean, convenient kombucha powder you can take anywhere.🌐 Learn more or try it out: www.enjoykobu.comHost: George GoodwinInnovar Marketing AgencyHelping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital.📧 Contact Innovar: marketing@innovaragency.com🌐 Learn more: www.innovaragency.com
- Dec 11, 20251h 0m
How the Founder of UGG Built a Billion-Dollar Global Brand- Brian Smith on The Birth of a Brand, Retail Lessons & More | Interview by George Goodwin, 4th Gen Grocer, CPG Founder | GroceryPulse Podcast
In this episode of GroceryPulse, host George Goodwin sits down with Brian Smith, founder of UGG and author of The Birth of a Brand. Brian shares how UGG started from six pairs of sheepskin surf boots and grew into a global, billion-dollar brand — and why that journey had far more struggle than overnight success.He explains how brand building is less about logos and trademarks, and more about what consumers feel and say about you, how he accidentally created a cult following among young surfers, and why you “can’t give birth to an adult” when it comes to growing a business. From surf culture and snowboarding to hockey moms and keynote stages, Brian unpacks a lifetime of lessons in entrepreneurship, storytelling, and staying authentic.Chapters:00:00 – The Journey BeginsFrom accountant to surfer to entrepreneur: Brian’s leap from Australia to California in search of “the next big thing.”02:57 – The Birth of UGGSpotting the market gap: why sheepskin surf boots didn’t exist in America and what Brian saw that others didn’t.06:03 – Early Sales Reality CheckFrom “we’re going to be instant millionaires” to selling just 28 pairs in the first season.09:09 – You Can’t Give Birth to an AdultThe “infant → toddler → youth → teenager” framework for business growth.12:12 – Authenticity in MarketingWhy polished beach model ads failed — and how real surfers in real moments changed everything.14:54 – Community & Influencers Before It Was CoolHow early surf influencers helped create a cult around UGGs almost 50 years before “influencer marketing” was a term.17:46 – Emotional Branding & BelongingWhy kids begged their moms for UGGs and how emotion, not logic, drives most purchasing decisions.21:09 – Navigating Entrepreneurial ChallengesFaith, resilience, and the mental game of not quitting when everything looks like it’s failing.24:00 – Product Awareness & EducationTeaching staff and customers what a product does so it stops collecting dust on shelves.26:55 – Lasting Brand StrategyBuilding something that survives trends and fads by focusing on quality, consistency, and availability.32:35 – The Power of Experience in SalesGetting buyers to try the product — and how one store owner trying on a boot changed everything.34:57 – Milestones in Brand BuildingFrom surf shops to ski shops to hockey culture — and finally into major retailers.37:50 – Turning Skepticism into DemandWhen big retailers finally came calling after specialty shops created enough pull.41:53 – Creating Consumer ExperiencesSampling, demos, and why the experience around the product becomes part of the brand.46:12 – Reflections on Selling UGGWhy the joy was in the journey and what it felt like to “walk his daughter down the aisle” and hand UGG off.50:05 – Becoming a Global Keynote SpeakerHow Brian transitioned from founder to storyteller, helping entrepreneurs avoid common pitfalls and stay the course.Brian Smith – Founder of UGG & Keynote Speaker📚 Book: The Birth of a Brand (available on Amazon)🌐 Website & Speaking Inquiries: https://briansmithspeaker.com/If you’re part of a grocery association, CPG founder group, or entrepreneurial organization and want Brian to speak, you can reach out through his website’s contact page.This episode is sponsored by Kōbu Kombucha Powder — a modern take on kombucha designed for gut health, hydration, and everyday wellness without the sugar bomb.✨ Clean, convenient, kombucha powder you can take anywhere.Low sugar, low calorie, and formulated for people who care about how they feel, not just what they drink.🌐 Learn more or try it out: www.enjoykobu.comHost: George GoodwinInnovar Marketing AgencyHelping grocery, retail, and CPG brands tell better stories, grow community, and launch products with real-world traction — from in-store to digital.📧 Contact Innovar: marketing@innovaragency.com🌐 Learn more: www.innovaragency.c
- Nov 21, 202557 min
Functional Mushrooms & Wellness: Walker | The Happy Mushroom Company x George Goodwin w/ GroceryPulse Podcast
In this episode of the GroceryPulse Podcast, host George Goodwin sits down with Walker, founder of The Happy Mushroom Company, for a deep conversation on the future of grocery, functional foods, and building a health-focused CPG brand from the ground up.Together, they explore how mushrooms are reshaping wellness, why consumers are shifting toward functional nutrition, and what it really takes to launch and scale a natural products brand in today’s competitive grocery landscape. From sourcing and sustainability to consumer education and retailer relationships — this episode is packed with insight for founders, buyers, and anyone passionate about natural health.Whether you're a grocer, CPG entrepreneur, or just curious about the mushroom revolution, this conversation will open your mind to the powerful connection between nature, health, and modern retail.00:00 — The Journey into MushroomsWalker shares how he discovered the healing power of mushrooms and launched The Happy Mushroom Company.12:18 — Connecting with Nature & HealthWhy reconnecting with nature is becoming the foundation of new consumer wellness trends.19:36 — Functional Mushrooms & Their BenefitsLion’s Mane, Reishi, Cordyceps — what they are, how they work, and why people are reaching for them.26:37 — Quality & Extraction ProcessesThe difference between real, effective mushroom extracts and the industry shortcuts consumers should avoid.33:34 — Sustainability & Environmental ResponsibilityRegenerative practices, sourcing commitments, and why mushrooms are one of nature’s most sustainable foods.36:06 — Building a Brand: From Local Roots to Wider MarketsHow Walker scaled from local customers to a regional movement — and what CPG founders can learn from his growth.40:52 — Consumer Education: Navigating the Mushroom SpaceHow brands can build trust and clarity in a confusing supplement landscape.46:18 — Health Benefits: Myths & FactsWhat mushrooms can ACTUALLY do for immunity, focus, stress, and energy.52:28 — Personal Insights: Gratitude & NatureWalker’s personal philosophy and the mindset behind the brand.54:46 — Future Product LaunchesNew innovations coming soon from The Happy Mushroom Company.Website: https://happymushroomco.com/Email (Customer & Wholesale): walker@happymushroomco.comPhone: 775-530-1019The Happy Mushroom Company focuses on high-quality functional mushrooms, sustainable sourcing, transparency, and education — helping people reconnect with nature through clean, powerful wellness products.GroceryPulse PodcastPodcast Home: https://grocerypulse.comEpisodes: https://grocerypulse.com/podcastBlog: https://grocerypulse.com/blogYouTube: https://www.youtube.com/@grocerypulseInstagram: https://www.instagram.com/grocerypulseInnovar Marketing AgencyWebsite: https://www.innovaragency.comMarketing Blog: https://www.enjoykobu.comInstagram:https://www.instagram.com/innovar_marketing_agency/🔥 Episode Highlights🌱 About The Happy Mushroom Company🔗 Links & Resources🌱 About The Happy Mushroom CompanyWebsite: https://happymushroomco.comEmail (Customer & Wholesale): walker@happymushroomco.comPhone: 775-530-1019The Happy Mushroom Company focuses on high-quality functional mushrooms, sustainable sourcing, transparency, and education — helping people reconnect with nature through clean, powerful wellness products.GroceryPulse PodcastPodcast Home: <a hre
- Oct 27, 202547 min
Future of Grocery & Natural Retail: How Community and Sustainability Drive Indie Success — Jeremiah Bogenhagen | Naturally Independent Expo 2025| George Goodwin x Jeremiah Bogenhagen
Independent grocers and emerging CPGs are rethinking which trade shows actually move the needle. In this GroceryPulse Podcast, host George Goodwin talks with Jeremiah Bogenhagen (President, Positively Natural Network and CEO of Health Essentials) about the Naturally Independent Expo in Palm Springs—why it’s intentionally small, how it maximizes retailer–supplier face time, and the education tracks built for indie retailers (not just brand booths). We cover ROI vs. mega expos, grassroots distribution for new CPGs, and why relationships + education beat slotting fees.Chapters00:00 – Cold open: why smaller shows win for ROI01:18 – Welcome & guest intro (Jeremiah Bogenhagen)02:22 – Jeremiah’s path from grocery → wellness center operator06:32 – Leading Positively Natural Network & mission08:18 – Building supplier–retailer relationships that last12:42 – What makes the Naturally Independent Expo different15:37 – Education tracks for indie retailers (beyond product 101)18:46 – Real talk: connections, ROI, and success stories22:13 – Community, differentiation, and staff education25:46 – First-time attendee tips (note-taking + AI, relationship focus)31:45 – Post-COVID shift: whole-health mindset & community events34:37 – Biggest threats to independents (online + big-box pricing)36:58 – Advice to first-time CPG founders (start indie, go grassroots)39:37 – Panel goals & why regional differences matter42:58 – Who exhibits? (supplements, better-for-you foods, beverages)50:42 – Live podcast from the show? Logistics & ideas52:38 – How to get involved + final takeawaysGroceryPulse PodcastPodcast Home: https://grocerypulse.comMore Episodes: https://grocerypulse.com/podcastBlog: https://grocerypulse.com/blogYouTube: https://www.youtube.com/@grocerypulseInstagram: https://www.instagram.com/grocerypulseInnovar Marketing AgencyWebsite: https://www.innovaragency.comBlog (Grocery/CPG Marketing): https://www.enjoykobu.comInstagram: https://www.instagram.com/innovaragencyPositively Natural Network / Naturally Independent ExpoWebsite: https://www.positivelynatural.org Positively NaturalExpo Info (Palm Springs • Nov 14–15, 2025): https://www.positivelynatural.org/npp Positively NaturalTrade Show details (hours, setup, contacts): https://www.positivelynatural.org/trade-show Positively NaturalAbout PNN (“Support • Educate • Advocate”): https://www.positivelynatural.org/our-story Positively NaturalContact: director@positivelynatural.org • 360-379-2805 Positively NaturalVRM Media / Vitamin Retailer (Media Partner)Vitamin Retailer Magazine (VRM Media): <a href="https://vitaminretailer.com?utm_source=chatgpt.com" tar
- Oct 24, 20251h 2m
The Future of Grocery: The Emotional Science Behind Why We Shop — How Smell, Design, and Human Connection Are Shaping Retail | George Goodwin x Kevin Kelley
In this episode of the GroceryPulse Podcast, host George Goodwin sits down with Kevin Kelley, Co-Founder of Shook Kelley, to explore the future of grocery through the lens of emotional science, design, and human connection.They uncover how smell, sensory engagement, and behavior architecture influence consumer decision-making — and why successful grocers are moving beyond convenience to create meaningful, community-driven experiences.From emotional shopping habits to the psychology of retail design, this conversation reveals how grocery stores can evolve into spaces that inspire loyalty, belonging, and purpose.🎙️ Hosted by: George Goodwin — 4th-Generation Grocer & Founder of Innovar Agency🎧 Guest: Kevin Kelley — Retail Design Expert & Co-Founder of Shook KelleyChapters00:00 Introduction to Grocery Podcasting and Community Impact02:46 The Importance of Local Grocery Stores05:29 Consumer Behavior and Emotional Shopping08:08 The Role of Community in Retail10:47 The Evolution of Retail Design13:26 The Need for Human Connection16:23 Understanding Consumer Experience18:47 The Power of Sensory Engagement22:03 Behavior Architecture in Retail24:11 Creating Meaningful Retail Experiences27:03 The Future of Grocery Stores29:47 Final Thoughts and Advice for GrocersTakeawaysGrocery stores serve as community hubs, providing more than just products.Emotional connections drive consumer purchasing decisions.Local grocery stores are vital for community engagement and support.Designing retail spaces should focus on enhancing human interaction.Sensory experiences, especially smell, play a crucial role in shopping.Consumers are seeking meaningful experiences over mere convenience.The future of retail lies in creating spaces that foster connection.Understanding consumer behavior is key to successful retail design.Community events can enhance customer loyalty and engagement.Retailers must adapt to the changing landscape of consumer expectations.Key Words and Topics:future of grocery, grocery podcast, george goodwin, kevin kelley, shook kelley, grocery design, sensory retail, emotional shopping, consumer behavior, behavior architecture, human connection, retail innovation, grocery trends 2025, local grocery stores, sensory engagement, retail design psychology, meaningful experiences, grocery communitySponsor:https://www.enjoykobu.com🔗 Links & Resources🎙️ GroceryPulse PodcastPodcast Home: https://grocerypulse.comListen to More Episodes: https://grocerypulse.com/podcastRead the GroceryPulse Blog: https://grocerypulse.com/blogWatch All Episodes on YouTube: https://www.youtube.com/@grocerypulseFollow on Instagram: https://www.instagram.com/innvoarrocerypulseWebsite: https://www.innovaragency.comInstagram: https://www.instagram.com/innovar_marketing_agency/Facebook :https://www.facebook.com/InnovarMarketingAgency/Linkedin Group:https://www.linkedin.com/groups/8990400/Youtube:https://www.youtube.com/@InnovarMarketingAgencyLinkedIn Business Page:https://www.linkedin.com/company/grocerypulse-podcast-by
About Grocery Pulse Podcast by Innovar Marketing Agency | Insights for Retailers
Introducing the GroceryPulse Podcast by Innovar Marketing Agency! Reimagined to bring you the latest insights, strategies, and innovations in grocery retail, GroceryPulse is hosted by George Goodwin, a fourth-generation grocer and Innovar’s lead strategist. Each episode dives into the unique challenges and opportunities facing today’s independent grocers and retail chains.We’re excited to present engaging discussions with industry experts, successful grocers, and thought leaders sharing real-world tips and best practices. From enhancing store operations and leveraging data-driven strategies to elevating customer experiences and driving growth, we cover the topics that matter most to your business.GroceryPulse also brings you inspiring stories from family-owned businesses and insights into the transformative innovations shaping the future of grocery retail. Our mission is to support grocers in their journey toward growth and success with actionable advice that keeps you ahead of the c
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