Episodios

  • 167. From Transaction to Tradition: How Food Brands Can Become the Go-To Choice

    167. From Transaction to Tradition: How Food Brands Can Become the Go-To Choice
    Jan 14 2026
    How food brands earn a place in everyday routines, go-to gifting, and meaningful traditions. Working in the food industry, a lot of us tend to think the grocery store doubles as a source of entertainment, right?! But believe it or not, many people shop on autopilot so they can get in and out as fast as possible. And while that can be a challenge when you're working to disrupt a category, it's also a *powerful* opportunity once your brand story is part of someone's story. In episode 167, Clint joins me to discuss some tips to move beyond one-off transactions and earn a place in people's everyday lives — from day-to-day routines (Start Right waffle sliders for breakfast?! ;), to becoming a go-to gifting option (many of you qualify for this one!), to showing up in meaningful annual traditions like Birthday dinner (there's a restaurant + bar in Madison, WI where I went to college that dubbed itself the Official Birthday Place...it's just what everyone did! In fact, if you Google "Birthday Bar, Madison," you'll see it...it's not all that distinct vs other places, but they OWN IT and lean in, and now it's a decades-long tradition for some people. People go there every other day, too, but they planted a seed for birthdays that really took root. How? YEARS of consistency! Rather than focusing on promotions or short-term tactics, our conversation looks at the role of brand strategy, positioning, and consistency in reducing friction and making repeat choice feel automatic. You'll hear how concepts like habit stacking, emotional connection, and clarity around what your brand stands for can help your product move from being reconsidered… to being relied on. In this episode, you'll hear: Why transactions require re-deciding — and why that makes switching easyWhat it means to move from transaction to traditionThe opportunity in daily routines, occasional rituals, & annual traditionsHow habit stacking applies to brands, not just personal habitsWhy clear positioning is the foundation for emotional connection and loyaltyHow food brands become the go-to choice without competing on priceHow knowing which features & benefits meet your consumers' needs can help build brand loyalty. 🎧 If you're building a food brand and want to grow repeat purchase, loyalty, and trust — this episode will help you think differently about how your brand shows up in real life. Resources & links Consumer episodeEp 56: Meeting Consumer Needs: What Are You Really Selling?Ep 65: Setting Your Food Brand Apart Part 2: Identifying Your Ideal ConsumerEp. 83 Understanding the Difference Between Features & BenefitsExplore Katie's brand strategy work for food business owners at Real Food BrandsIf you missed a Weekly Worksheet for a past episode, please send Katie an email (katie@realfoodbrands.com) or DM @realfoodbrands on Instagram. Want to talk about your strategy? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands
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    13 m
  • 166. Profit and Margins and Cash Flow...OH MY! A Mini Masterclass in Food Business Financials with Sarah Delevan

    166. Profit and Margins and Cash Flow...OH MY! A Mini Masterclass in Food Business Financials with Sarah Delevan
    Jan 7 2026
    We're talking margins, growth scenarios, and building the food business you actually want to lead. This episode is like a mini masterclass in food business finances—and while it's longer than usual, it's intentionally so. This is the kind of conversation you can come back to as your business evolves, your numbers change, and your goals become clearer. Your hosts, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods), are joined by food business financial consultant and strategist Sarah Delevan of The Good Food CFO for a grounded, honest conversation about what food business owners really need to understand about profitability, growth, and financial decision-making. Together, they unpack why common industry advice often falls short—and how food business owners can replace hope-based growth with clarity, confidence, and intentional strategy. What this episode covers Why "scale" is not a financial strategy—and how chasing scale in the wrong way can put your business at riskThe truth behind the 50% margin mythHow to think about profitability by designUsing growth scenarios and "what if" planning to evaluate channels, product mix, and moreHow to approach debt thoughtfully—when it can support growth and when it becomes a liabilityWhy proving repeatable success matters before investing heavily in growthThe role of financial visibility in leadership, decision-making, and long-term sustainabilityHow The Good Food CFO's financial tools and insights can support food businesses from pre-launch through $1MM in revenue This conversation bridges strategy, numbers, and real-world experience—connecting the financial side of the business with your goals as a food business owner. Why this episode is so important... Too many food business owners are told to "just scale," hit arbitrary margin targets, or follow playbooks designed for much larger companies. This episode offers a different approach—one that treats financial clarity as a tool for leadership, not pressure or judgment. It's not about building the biggest business possible. It's about building a meaningful, memorable, and sustainable one that you love to lead. Important note This episode is educational and directional, not financial advice for your specific business. Every food business is different, and the insights shared here are meant to help you think more clearly and confidently about your financial decisions—not tell you exactly what to do. Always consider your unique situation and seek personalized professional guidance when needed. Resources & links Learn more about Sarah Delevan's work and financial strategy tools here*Explore Katie's brand strategy work for food business owners at Real Food BrandsIf you missed a worksheet for a past episode, please send Katie an email (katie@realfoodbrands.com) or DM her @realfoodbrands on Instagram. Want to talk about your strategy? Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session. What's Next? 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands *note: This includes an affiliate link to the software. Sarah is a trusted industry friend and collaborator, which is the only reason I am sharing this with you. I believe these tools can truly help you if you think it's the right fit for your needs. And, even a few extra dollars helps cover podcast expenses! :)
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    57 m
  • 165. Choosing Your Word of the Year: Lean Into Who You're Becoming as a Leader

    165. Choosing Your Word of the Year: Lean Into Who You're Becoming as a Leader
    Dec 30 2025

    How one word can help you lean into who you were meant to be....leading to benefits in your business and beyond!

    In brand strategy, we often talk about how a brand's essence can be distilled into a single word — the feeling that runs through everything. In this episode, I take that same idea and apply it to you as a leader, with your Word of the Year.

    Instead of setting rigid resolutions, I share why choosing a Word of the Year can be a more powerful way to guide your mindset, focus, and everyday decisions — especially when your personal and professional lives are deeply intertwined, as they often are for entrepreneurs.

    As an example, I reflect on my Word of the Year from last year, what it helped me reclaim, and how my word for this year builds on that foundation. You'll also hear examples of words others might choose, and a simple way to start thinking about what your word could be — not as a way to "fix" yourself, but to support who you're becoming.

    In this episode, you'll hear:
    • Why I don't rely on New Year's resolutions — and what works better for many people
    • How a Word of the Year acts as a mini North Star for your decisions
    • My Word of the Year last year, and what it helped me clarify
    • My Word of the Year this year, and how it will guide how I show up
    • Examples of words others might choose — and why there's no "right" one
    • A simple starting point to reflect on what you want more (or less) of
    • An invitation to share your word with me so I can check in and see how it's going (yes, I really do care!)

    If you're looking for a more intentional way to set direction — in business and in life — this episode will give you ideas!

    Want to set your WOTY?

    Get the free weekly worksheet that goes with each episode by joining the newsletter.

    👉 Click this link or follow @realfoodbrands on Instagram + tap the link in the bio to sign up for my weekly newsletter.

    If you missed a worksheet for a past episode, please send me an email or DM me @realfoodbrands on Instagram.

    Looking for clarity on your next steps?

    Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session.

    What's Next?

    1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

    2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do!

    3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request a free Intro Call to discuss the ways we work with food, farm, and natural product brands.

    Thanks for listening – let's go shake up shopping carts!

    Katie Mleziva

    Host & Food Brand Strategist | Real Food Brands
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    9 m
  • 164. Curating Holiday Traditions & Year-Round Food Rituals

    164. Curating Holiday Traditions & Year-Round Food Rituals
    Dec 23 2025

    Holidays are a natural time to talk about traditions...and how our brands can be part of the routines & rituals on holidays...and every day!

    In this more personal episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) swap stories about holiday traditions, from food-centered moments to favorite Christmas songs, and the small rituals that make the season memorable.

    As the conversation wraps up, Katie and Clint connect the idea of traditions to brand building—exploring how the strongest brands don't just show up for special occasions, but become part of people's routines and rituals. Not by forcing their way in, but by fitting naturally into everyday life through emotional connection.

    In this episode, Katie and Clint talk about:
    • Favorite family holiday traditions
    • Creating traditions that feel fun and meaningful
    • Food, family, and everyday moments that shape the season
    • How brands become part of people's year-round rituals

    🎧 Listen in for a light, enjoyable conversation—and a simple idea about what it really means for a brand to become part of someone's everyday life.

    Want to go deeper?

    Get the free weekly worksheet that goes with each episode by joining the newsletter.

    👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up.

    Looking for clarity on your next steps?

    Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session.

    WHAT TO DO NEXT?

    1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

    2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do!

    3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands.

    Thanks for listening – let's go shake up shopping carts!

    Katie Mleziva

    Host & Food Brand Strategist | Real Food Brands
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    12 m
  • 163. Brand Pillars: The Backbone of Your Brand That Makes a Major Impact

    163. Brand Pillars: The Backbone of Your Brand That Makes a Major Impact
    Dec 17 2025
    How brand pillars turn strategy into structure — and help your brand stand out. If you've ever felt like your brand is harder to explain than it should be — or like you're doing all the right things to grow but still operating at a "product" level, you might be missing brand pillars! Brand pillars are often talked about as a content or messaging tool, but that's only part of the story. In this episode, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) zoom out to show how brand pillars fit into the bigger picture of brand strategy — and why they're one of the key ways brands move from making a great product to building a strong BRAND that stands out. You'll hear a real-life example of Clint's food business pillars, and you can visit @realfoodbrands on Instagram to see Katie's pillars for Real Food Brands — along with how she actually uses them day to day. In this episode, you'll hear about: Why brand strategy and brand pillars are about aligning your entire business — not just your messagingWhere brand pillars fit in the Define → Align → Activate framework (and why they're not the first step)What brand pillars actually includeHow brand pillars help you move from product-focused to brand-first thinkingA practical example of how structure unlocks clarity and productivityHow brand pillars act as filters for decisions across marketing, sales, and growth Want to go deeper? Get the free weekly worksheet that goes with each episode by joining the newsletter. 👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up. Looking for clarity on your next steps? Katie & Clint help food business owners review their brand & sales strategy, cut through noise, and move forward with a clear plan. Reply to the Weekly Newsletter or use the private scheduling link included each week to book a session (only available to newsletter subscribers!). Episodes Mentioned: Ep 135. Is a Great Product Enough to Grow Your Food Business? Ep 143: Ideas Spinning in Your Head? Here's How to Use (Or Lose) Them Strategically. Ep 122: Start Standing Out with These 4 Steps Ep 83: Understanding the Difference Between Features & Benefits MORE OPTIONS 1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here. 2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do! 3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands. Thanks for listening – let's go shake up shopping carts! Katie Mleziva Host & Food Brand Strategist | Real Food Brands www.realfoodbrands.com
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    17 m
  • 162. Your Next 12 Months: Review, Regroup & Refocus to Align With Your BHAG

    162. Your Next 12 Months: Review, Regroup & Refocus to Align With Your BHAG
    Dec 10 2025

    A simple, strategic way to review what's working, regroup your resources, and refocus where you want your business to go next.

    This episode is relevant any time of the year, but as we look to a new year, it's a natural moment to think about where you've been and where you're going!

    In Ep 162, Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) share a simple framework you can use now and throughout the year to review your progress, regroup your resources, and refocus your plans.

    Katie & Clint start with a light conversation about BHAGs (Big Hairy Audacious Goals), a concept from Jim Collins' book Built to Last that Katie first learned during her corporate brand management days at Kraft Foods. It's a helpful reminder to consider the exciting, BIG picture opportunity, and your vision for the kind of business you want to build.

    Then they walk through a framework: Review, Regroup, and Refocus, including practical prompts and examples you can use to bring clarity and alignment to your next steps.

    In this episode, you'll learn:
    • What a BHAG is and how it encourages big-picture, energizing thinking
    • How to review your year with curiosity using prompts like:
      • What surprised you?
      • What energized or drained you?
      • Where were you aligned? Where were you winging it?
    • What it looks like to regroup your time, money, energy, and team bandwidth
    • How your results act as either a mirror or not an accurate reflection of your brand strategy
    • Why the 3Rs support more aligned, confident decision-making
    • Why this is a helpful exercise anytime — not just at the end of the year
    Links & Resources
    • Episode 143: Ideas Spinning in Your Head? Here's How to Make Them Work for You
    • Built to Last by Jim Collins (origin of the BHAG concept)
    Want to go deeper?

    Get the free weekly worksheet that goes with each episode by joining the newsletter.

    👉 Follow @realfoodbrands on Instagram and tap the link in the bio to sign up.

    Looking for clarity on your next steps?

    Katie & Clint help food business owners review their strategy, cut through noise, and move forward with a clear plan. Reply to the newsletter or use the private scheduling link included each week to book a session.

    WHAT TO DO NEXT?

    1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

    2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do!

    3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands.

    Thanks for listening – let's go shake up shopping carts!

    Katie Mleziva

    Host & Food Brand Strategist | Real Food Brands
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    14 m
  • 161. Should You Go? Choosing Events & Shows That Will Move Your Food Brand Forward

    161. Should You Go? Choosing Events & Shows That Will Move Your Food Brand Forward
    Dec 3 2025

    How to decide which local, regional, or national shows make sense for your food business in 2026 based on your brand strategy and goals.

    Planning events for 2026? In this episode, your hosts Katie Mleziva (Real Food Brands) and Clint Matthews (Start Right Foods) break down how to choose the events that actually support your goals — instead of getting swept up in FOMO or the pressure to "be everywhere."

    From local consumer festivals and regional distributor shows to big national expos and retail-specific gatherings, there's no shortage of options. The key is choosing the ones that match *your* business stage, resources, and business goals.

    You'll hear stories about events they've attended — from small community tastings to Fancy Food — and what they learned about sales, visibility, distribution, and opportunity cost along the way. Plus, they share a simple decision filter you can use to evaluate whether an event is worth your time, energy, and budget.

    In this episode, you'll learn:

    • How to align event types with your 2026 business goals
    • Choosing between consumer-facing, buyer-focused, supplier, and networking events
    • Why timing, bandwidth, and inventory capacity matter
    • Clint's experience with distributor and retailer shows (and what actually paid off)
    • How to avoid overcommitting — placing your bets on the right events
    • A simple 3-question filter that helps you decide whether an event is worth attending

    Whether you're just starting to think about events or you're mapping out a full calendar for 2026, this conversation will help you make confident, aligned decisions that move your business forward.

    👋 Join Katie and other food business owners in the Real Food Brands Marketing Roundtable on Facebook to talk about specific events & industry shows. You'll find the link in #2, below.

    WHAT TO DO NEXT?

    1. 📧 Katie's Friday Newsletter includes a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

    2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community - to ask questions and meet other people who love producing real food as much as you do!

    3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands.

    Thanks for listening – let's go shake up shopping carts!

    Katie Mleziva

    Host & Food Brand Strategist | Real Food Brands
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    16 m
  • 160. Smart Growth for Food Brands: Are You Using "Expedited Cautiousness"?

    160. Smart Growth for Food Brands: Are You Using "Expedited Cautiousness"?
    Nov 26 2025

    How food business owners can stay focused & grow intentionally, while building a brand that's in alignment with their strategy.

    Here's one major advantage smaller food businesses have: the ability to move fast. But that freedom can also leave room to move too quickly into new sales channels, partnerships, or operational decisions...before the business is truly ready.

    In other words, just because you can doesn't mean you should.

    That's why today, Katie and Clint are digging into a concept and mindset Clint and his co-founder developed early on: EXPEDITED CAUTIOUSNESS — the idea that you can move quickly, but only when you have the clarity and data to make a confident, aligned decision.

    It's a fresh, practical way to navigate growth and respond to opportunities without reacting out of pressure or FOMO.

    Together, we explore how this approach can help other food business owners grow smarter, avoid costly missteps, and build a business and brand they truly love.

    What You'll Hear in This Episode:

    - Why "expedited cautiousness" can help you grow quickly and responsibly

    - How to avoid reacting too quickly

    - Why hoping financials "get better later" is a growth trap

    - How to use your brand strategy as a decision filter for new opportunities

    - Examples from Clint's business where moving too fast backfired — and what he learned

    - Growth tips and mindset shifts to help you build a business & brand you love

    Related Episodes:

    • Ep 152: Sharing Lessons Learned to Build a Strong Food Brand
    • Ep 158: Using Grants to Grow Your Brand: VAPG and Beyond
    • Ep 141: Bridging Brand Strategy & Sales: Don't Just Sell More, Sell Smarter
    • Ep 134: How to Shift From Running a Business to Growing a Brand

    WHAT TO DO NEXT?

    1. 📧 Katie's Friday Newsletter - including a Weekly Worksheet to help you apply these ideas directly to your food business. Sign up here.

    2. 💬 Join the Conversation! Tune in to the podcast, then join us in the Real Food Brands Marketing Round Table - a free food & farm business owner community to ask questions and meet other people who love producing real food as much as you do!

    3. 📞 If you're ready to talk about building a clear, cohesive brand or integrating your brand + sales strategy, you can Request an Intro Call to discuss the ways we work with food, farm, and natural product brands.

    Thanks for listening – let's go shake up shopping carts!

    Katie Mleziva

    Host & Food Brand Strategist | Real Food Brands
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    17 m
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