• Taught by experts at the forefront of the CPG industry, Sales for Food Businesses will help you turn sales volume into financially viable, scalable growth.
• You’ll receive expert-led instruction, tools, and group coaching.
• The series consists of 4 live, virtual group sessions in a concise, time-saving format.
• Through group instruction and consulting, this series taps into the expertise of sales leaders in CPG, trade spend, Amazon e-commerce, strategic pricing, and more, all focused on maximizing sales for your food or beverage business.

Daniel Scharff

Startup CPG

SESSION 1

January 16, 2026, 10-11:30 AM CST

CPG Landscape 101: Your Essential Guide to Navigating the Consumer Packaged Goods Industry 

Are you a food brand founder ready to scale, but feel lost in the complexity of the modern CPG environment? Understanding the CPG landscape is the critical first step to ensuring your business model is financially viable and structured for growth. 

In this foundational “101” session, you will gain a comprehensive overview of the key players, retailers, approaches to market, and latest trends in the Consumer Packaged Goods industry, with a special focus on the emerging and better-for-you food sectors. 

Taught by Daniel Scharff, Founder of Startup CPG—the world’s largest community for emerging brands—this course will equip you with the fundamental knowledge you need to turn your innovative product into a profitable, thriving business. 

You Will Learn:

• The Ecosystem Blueprint: Identify and understand the roles of key stakeholders in the CPG value chain, including manufacturers, brokers, distributors, and retailers. 
• Retail Readiness & Path-to-Market: Get a breakdown of the most important retailers for early stage brands and the various costs of doing business with them 
• Essential CPG Vocabulary: Learn the financial and operational terms every founder must know, such as gross margin, slotting fees, trade spend, and velocity. 
• Current Trends: Explore the major consumer and investor trends shaping the industry, and how emerging brands can position themselves to secure capital and succeed on-shelf. 
• Walk away with a clear roadmap of the CPG world, allowing you to optimize your financial planning, confidently pitch partners, and build a resilient brand from the start.

Luke Tierney

Waypoint Ecommerce

Formerly Eco D2C

SESSION 3

February 6, 2026, 9-10:30 AM CST

Amazon Channel Sales: The Profit Playbook for Natural Food Brands

Amazon is now the single largest platform for e-commerce, but for food and beverage brands, it can be an unpredictable and cash-leaking channel if not managed strategically. For natural, mission-driven brands, the challenge is even greater: how do you stand out and educate consumers in a crowded, complex marketplace? 

In this finance-first session, Luke Tierney, a dedicated Amazon strategist for natural products, will provide a clear, step-by-step roadmap to move your brand from simply having a presence on Amazon to running a financially viable, high-growth e-commerce engine. Walk away with the actionable strategies and expert knowledge needed to throttle your sales and turn Amazon into a core pillar of your brand’s growth. 

You Will Learn:

• Financial & Operational Demystification: Cut through the complexity of the Amazon platform. Learn how to navigate the nuances of the marketplace to ensure your operational marketing efforts are firing on all cylinders and driving true profit. 
• Listing Optimization for Conversion: Master the key elements of a high-converting listing. Learn the process for creating keyword-rich titles, descriptions, and A+ content that positions your product for maximum search success while emphasizing your brand’s unique identity.    
• Profit-Driven Advertising (PPC): Develop a sophisticated strategy for Sponsored Ads (Products, Brands, and Display). Learn how to effectively manage and refine your campaigns to control costs, drive traffic, and achieve the Key Performance Indicators (KPIs) that matter most for a strong return on investment.    
• Scaling and Auditing: Identify common pitfalls, sticking points, and missed opportunities in your current operation. Get the insights needed to demystify the process and create a resilient, scalable sales channel that attracts future capital partners.