Episode 41: Greg Fleishman

The Checkout checks in with Greg Fleishman, a leading entrepreneur and brand builder in the natural products sector. The Checkout’s Host, Errol Schweizer has worked closely with Greg for almost 15 years.

Greg Fleishman creates, nurtures, & invests in Consumer Brands that make the world better. Co-Founder/CEO @foodstirs | Founder @purelyrighteous Brands | Co-Founder @uptogoodenergy | Co-Founder @eatunion | Board Director for Lily's Sweets, Once Upon a Farm, 4th & Heart Ghee, Nuun Hydration, & Demeter Biodynamic Farming USA | Impact Investor Partner for Cambridge SPG | Former exec @ Kashi, Kellogg, Coca-Cola | Forbes Top Consumers Catalyst | Certified Donutoiseur

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Episode #41 Notes

1:00 - Tell us about your background in the natural products industry?

2:30 - What’s been the most challenging - and rewarding - part of working the natural products industry?

4:30 - What are some of the products you’ve brought to market?

6:00 - How have consumer preferences evolved in the last couple decades?

7:45 - What attracts customers to certifications and high-attribute standards, like Organic and Regenerative Organic?

9:45 - How does someone go about breaking into Consumer Packaged Goods?

11:30 - What got you into confections and baked goods products?

13:30 - What are your ingredient sources standards, and how do they set you apart?

17:00 - What role can ethical CPG companies in evolving and repairing the food system?

18:15 - What does the food industry need to do to address racial inequities, climate change, and food apartheid?

23:00 - What do you look for when you’re investing in a food company?

26:00 - What are some red flags that companies are not a good fit?

29:00 - Case study on discrimination, anti-semitics, and hiring.

33:30 - Suggested readings?

Grant, Ron Chernow

Ramping Your Brand, James F. Richardson

Titan: The Life of John D. Rockefeller Jr., Ron Chernow

Mediocre, Ijeoma Oluo