Description

In this episode of Shelf Talkers, Adam sits down with Dr. James Richardson, founder of Premium Growth Solutions and author of the best-selling CPG book Ramping Your Brand. Together, they dive into what it really takes for small CPG brands to grow — and more importantly, how to know when they’re actually ready for that growth.

Dr. Richardson shares why “steady, incremental growth without really trying” is one of the biggest indicators that your brand is built for scale. He explains that if your sales are increasing without major marketing pushes — and you still don’t fully know your customers — you might be on the verge of real momentum.

They also explore the difference between brands with a cult-like following and those still building their base. As Dr. Richardson puts it, “If you’ve got fans who will buy no matter what, it’s time to get into as many stores as you can.” But if you don’t, there’s foundational work to do first.

The conversation also touches on:

• The biggest risks of over-expansion.
• Why strong shelf velocity beats store count every time.
• The importance of working capital, team alignment, and even founder mindset in scaling.
• How strategic branding fits into the growth equation — and why clarity of message always wins over flashy design.
• Common scaling myths, including the idea that you need a big team instead of the right team — as seen in RXBAR’s over-hiring lesson.

This episode is a must-listen for any founder thinking about taking their CPG brand from steady sales to sustainable scale.

🔗 Connect with Dr. James Richardson on LinkedIn: linkedin.com/in/premiumgrowthsolutions

Shelf Talkers is produced by Avidity Creative — a branding and packaging design agency helping food and beverage brands stand out on the shelf and scale with confidence.