In this episode of The 2 Cents Podcast, Breanna Deculus and Reuben Bell sit down with Lauren Livak Gilbert, a digital shelf expert, to unpack a question every CPG brand needs to be asking:
👉 Is your digital shelf working harder than your real one?

We explore:

• 📲 What the digital shelf really is—and why it’s more than just a product page

• ❌ The biggest mistakes brands make online, from inconsistent content to outdated images and missed optimization

• 🎵 Is TikTok Shop just hype—or the future of commerce? We dig into the data, trends, and potential

Whether you’re selling on Amazon, Walmart.com, DTC, or trying to crack the TikTok code, this episode will help you sharpen your strategy and win where it counts: on the scroll.

#The2CentsPodcast #DigitalShelf #EcommerceStrategy #CPGMarketing #TikTokShop #RetailTech

In Episode 7 of The 2 Cents Podcast, Reuben Bell and Breanna Deculus unpack two of the hottest topics shaking up the retail world— from consumer boycotts to billion-dollar brand buyouts.

First up! The Boycotts 🚫
Retail giants like Target and Dollar General are under fire as consumer activism ramps up. We dig into what’s behind the backlash, how it's impacting shopper behavior, and what brands need to consider when choosing where & how they show up.

Then we get into the money moves:
💸 Major Acquisitions are making headlines in the CPG space, and no two deals are the same.
This year alone, we've seen:

• 🥤 Poppi’s $2B payday via Pepsi

• 💄 Rhode’s $1B buyout by e.l.f. Beauty
  Breanna Deculus and Reuben Bell break down what made these deals possible—and what smaller brands can learn from their paths to power.

Whether it’s getting bought or getting burned, this episode covers the strategies and stories shaping today’s CPG and retail landscape.

In CPG, product demand means nothing if you can’t deliver. In this episode of The 2 Cents Podcast, Reuben Bell returns to lead a powerful conversation with special guest Rodney Leonard, a seasoned logistics expert, on what it really takes to keep products on shelves and customers happy.

From forecasting and warehousing to navigating supply chain disruptions, this episode is packed with real talk and actionable insights on the back-end operations that drive front-end success.

Rodney and Reuben break down the motto: “Your best ability is availability”—because when you’re out of stock, you’re out of business.

You’ll learn:📦 Why logistics is the backbone of scaling a CPG brand🛒 The common pitfalls brands face as they grow📈 How to build systems that ensure consistent availability and retailer trust

Whether you’re building a brand or just want to understand what goes on behind the scenes, this one’s a must-listen.

Episode 5: Ops 101 – The Secret Sauce of Scaling a CPG Brand 🔧📦

What’s the real engine behind a successful CPG brand? Operations. In this episode of The 2 Cents Podcast, we’re joined by Reuben Bell, a CPG operations expert who breaks down what truly needs to be in place to scale—and sustain—growth in this industry.

From supply chain strategy to retailer relationships, Reuben walks us through the often-overlooked yet critical systems that separate the brands that grow from the ones that stall.

He also shares his powerful motto: “Your best ability is availability”—because in retail, if you're not on shelf, you're not in the game.

Tune in to learn:
⚙️ The foundational ops moves every brand must master
🚚 How to keep up with demand without compromising quality
📦 Why operations is the secret weapon behind every CPG success story

Brands are born every day—but most end up in the marketing graveyard by year two. Why? Because relevance isn’t just a vibe, it’s a strategy. In this episode of The 2 Cents Podcast, we’re diving into the gritty reality of why some brands vanish faster than a TikTok trend?

Joining us is the brilliant Renata Coleman—classically trained marketer, founder, and CEO of RJC Consulting—who’s seen more brands rise and fall than a Target endcap in Q4.

Together, we unpack what it really takes to stay relevant in an ever-evolving market, the mistakes founders keep making, and how to future-proof your brand beyond the logo and color palette.

If you’re a founder, builder, or just brand curious, this episode drops the kind of insight you can’t afford to miss.

Tune in, take notes—and maybe question your font choices while you’re at it.

Episode 3: Numbers Don’t Lie – The Data That Separates CPG Winners from Losers 📊🔥

In CPG, gut feelings won’t cut it—data is the game-changer. In this episode of The 2 Cents Podcast, we’re joined by James Ely, a seasoned CPG executive and industry vet with experience at powerhouse brands like Procter & Gamble and Johnson & Johnson.

We dive into the critical role data plays in decision-making, innovation, and execution—and why the brands that know how to read the numbers are the ones that dominate shelves and carts.

Tune in to hear:
-What data top-performing brands are paying attention to (and what others miss)
-How ignoring insights can cost companies big time
-Real examples of how data-driven decisions have shaped product success stories

Whether you're in the industry or just curious about what it really takes to win in retail, this episode is packed with insight you don’t want to miss this!

In the world of CPG, failure isn’t the end—it’s a stepping stone to success. The brands that win are the ones that know how to fail fast, learn quickly, and pivot strategically. In this episode of The 2 Cents Podcast, we’re diving into how brands like Stanley, Champion, and TOMS turned setbacks into major comebacks.

We’ll break down:
- How Stanley went from being an overlooked heritage brand to a viral must-have 🥤

-Why Champion faded into the background—then came back stronger than ever 👕
-How TOMS reshaped its brand strategy after struggling to sustain its initial success 👟

Join us as we unpack the lessons from these brands and share key takeaways on how to embrace failure, iterate fast, and keep moving forward in CPG. 🎧🔥

🎙️ Episode 1: Welcome to The 2 Cents Podcast!

Welcome to the very first episode of The 2 Cents Podcast—where we pull back the curtain on the retail world and give you the real strategies brands need to win in the CPG space! 🚀

In this kickoff episode, we’re introducing ourselves, sharing our journey in e-commerce and brick-and-mortar retail, and breaking down what you can expect from this podcast. From retail strategy and market expansion to social commerce and consumer trends, we’re diving into the insights that can help brands grow and thrive. Plus, we’re giving our 2 cents on what it really takes to succeed in today’s competitive retail landscape. 🛍️🛒

Whether you’re a founder, brand owner, or industry insider, this is the podcast you’ve been waiting for!🔥🔥

🎧 Like, comment, and subscribe to stay up to date on all things 2 Cents! #The2CentsPodcast #CPGSecrets #RetailWins