The CPG Guys

What The CPG Guys does

The CPG Guys is a privately held B2B media company founded in 2021 and based in New York, operating a podcast franchise at the intersection of consumer packaged goods (CPG) brands, retailers, and omnichannel commerce. Its core product, 'The CPG Guys' podcast, features interviews with C-suite executives from major CPG companies (Mondelez, General Mills, Nestlé, Unilever, Kimberly-Clark), retailers (Walmart, Kroger, Dollar General, Sam's Club), and consumer intelligence vendors (NielsenIQ), covering retail media, loyalty, personalization, digital shelf, brand marketing, and analytics. The underlying technology is a standard podcast content production and distribution platform hosted via Buzzsprout and syndicated across 20+ directories including Apple Podcasts, Spotify, YouTube, Amazon Music, Audible, iHeartRadio, Overcast, TuneIn, Castbox, and PocketCasts, with companion short-form video and weekly segments distributed on LinkedIn.

The business operates as a community-led media brand anchored by two co-founders/co-hosts with deep CPG credentials: Sri Rajagopalan (former Chief Customer Officer at General Mills, SVP eCommerce at Revlon, VP eCommerce at Johnson & Johnson, GM at PepsiCo) and Peter V.S. Bond (Head of Industry & Client Engagement at Flywheel/Omnicom, with prior leadership roles at Fetch Rewards, CVS Health, dunnhumby, IRI, and Priceline). A small operating team supports production, partnerships, and segmented sub-brands including SheCommerce, FMCG Guys, The Mindshare Retail Media Minute (with Mindshare/WPP), CPG Bites, and Commerce Riff. The franchise has produced 646 episodes across three seasons and reported over 2 million cumulative listens.

The CPG Guys monetizes exclusively through podcast sponsorships and advertising, with integrated sponsors disclosed as NielsenIQ, ibotta, ROKT, 84.51, plus agency-holding-company partners Mindshare (WPP/GroupM) and Flywheel (Omnicom), and educational partner Cornell University. Pricing is not publicly disclosed and is mediated through a Media Kit. The go-to-market motion is content-and-credibility driven: hosts leverage their industry networks to secure high-profile guests, build audience trust, and convert that audience into sponsor demand. The company is independently operated with no disclosed external funding rounds and no public financial reporting.

Name

The CPG Guys

Website

https://www.cpgguys.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The CPG Guys is a New York-based B2B podcast media company founded in 2021 that produces interview-driven content on retail media, loyalty, personalization, and omnichannel commerce, serving CPG brand executives, retailers, and consumer intelligence vendors through sponsored episodes and sub-brand franchises.

Ownership category

akta.pro rank

Product category

Business Podcast Media

NAICS

Other Sound Recording Industries (51229), Sound Recording Industries (5122)

akta.pro primary industry

Podcast Networks & Studio Platforms (MPAIADAC)

akta.pro secondary industries

Podcast Networks & Multi-Show Publishers (MPACADAB), Audio Production & Podcasting (BPAFAIAE)

Keywords

• B2b podcast media
• Retail media insights
• Consumer goods commerce
• Omnichannel commerce content
• Consumer loyalty content

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Podcast Sponsorships and Advertising: The podcast generates revenue through sponsored episodes and advertiser integrations. They have a Media Kit available (http://tinyurl.com/cpgguysmediakit) and feature sponsored episodes from industry partners like NielsenIQ, ibotta, ROKT, 84.51, and others.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The CPG Guys produces a B2B podcast (646+ episodes across three seasons) covering CPG and FMCG eCommerce, retail media networks, consumer loyalty, personalization, brand marketing, digital shelf, and omnichannel commerce. It monetizes the show and adjacent segments through podcast sponsorships, advertiser integrations, and sponsored episodes featuring C-suite executives from major brands and retailers. Related podcast brands (SheCommerce, FMCG Guys, CPG Bites) extend the network.

Product overview

The CPG Guys is a single unified podcast product focused on CPG commerce and retail media. The show features interviews with industry executives from major CPG brands, retailers, and technology companies, covering topics such as retail media networks, loyalty programs, personalization strategies, digital shelf optimization, and omnichannel commerce. The podcast is organized into seasons and episode categories including Retail Media (132 episodes), Loyalty (50), Personalization (82), Shoppable Media (19), Brand Marketing (101), Digital Shelf (86), UGC (25), Retail (70), Metaverse (5), and Analytics (78). The podcast utilizes a recurring segment called 'Commerce Riff' for weekly industry news discussions. As of the data collection, the podcast has published 646 total episodes across three seasons.

Differentiator

Problem solved

Functional benefit

Brands

• SheCommerce: A related podcast focused on women's leadership in commerce
• FMCG Guys
• The Mindshare Retail Media Minute
• CPG Bites
• Commerce Riff

Products and services

• The CPG Guys Podcast A B2B podcast (646+ episodes across three seasons) covering CPG and FMCG eCommerce, retail media networks, consumer loyalty, personalization, brand marketing, digital shelf, and omnichannel commerce, with executive interviews from major brands and retailers.
• SheCommerce Podcast A related podcast brand focused on women's leadership and representation in commerce, hosted by Rhea Raj and part of the CPG Guys network family.
• FMCG Guys Podcast A related podcast covering Fast-Moving Consumer Goods topics, hosted by Daniel Torres Dwyer and part of the CPG Guys podcast network family.

Named customers8 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• FMCG GuyscoreStrategic or Co-development PartnerRelated podcast network covering FMCG (Fast-Moving Consumer Goods) topics. Hosted by Daniel Torres Dwyer. Cross-promotional relationship between shows.
• SheCommercecoreStrategic or Co-development PartnerWomen's-focused commerce podcast featuring Rhea Raj. Part of the podcast network family.
• Flywheel (Omnicom Commerce)coreGTM or Marketing PartnerPeter V.S. Bond works as head of industry & client engagement at Flywheel, the commerce acceleration division of Omnicom. Multiple episodes feature Flywheel executives including Emma Irwin, Patrick Miller, and Jacqui Dynowski. Flywheel sponsors select episodes.
• Mindshare North AmericacoreGTM or Marketing PartnerJeff Malmad hosts 'The Mindshare Retail Media Minute' segment on The CPG Guys LinkedIn page every Tuesday. Mindshare is a WPP/GroupM media agency.
• Cornell UniversityminorGTM or Marketing PartnerPromotional partnership for Cornell's Retail Media Strategy Program. Episodes sponsored by Cornell University Johnson School of Business programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• The Drum: Global marketing and media trade publication with podcast and event programming. Targets the same brand marketing and agency community and competes for CPG/retail sponsor mindshare.
• Digiday: Established B2B media brand covering media, marketing, and commerce. Operates podcasts and newsletters reaching a broader marketing and retail audience, with overlapping coverage of retail media networks and CPG marketing.
• Insider Intelligence (eMarketer): Subscription research and media firm covering digital advertising, ecommerce, and retail. Overlaps with The CPG Guys in retail media and CPG ecommerce analysis, but monetizes primarily through research subscriptions rather than podcast advertising.
• Adweek: Major advertising and marketing trade publication. Covers the same brand marketers and agency ecosystem that The CPG Guys targets, with a much larger editorial footprint and competing for CPG/retail ad budgets.
• Modern Retail: B2B digital media outlet covering retail and ecommerce. Serves the same CPG/retail audience as The CPG Guys with a broader editorial scope (articles, newsletters, events) and competes for the same sponsor budgets.

Direct peers

• Future Commerce: B2B podcast and content platform focused on retail, ecommerce, and the future of commerce. Direct competitor to The CPG Guys for the same executive audience and sponsorship pool, covering overlapping topics in retail media, omnichannel, and DTC.
• CommerceNext: B2B media and events company covering retail, ecommerce, and digital marketing. Operates a podcast plus live events, directly overlapping with The CPG Guys on CPG/retail content and sponsorship inventory.
• Retail Brew: B2B daily newsletter and podcast covering the retail industry. Targets the same retail executive readership as The CPG Guys and monetizes through advertising and sponsored content.
• The Jason & Scot Show: Pioneering B2B podcast on retail and ecommerce hosted by industry veterans. Targets the same CPG/retail executive audience as The CPG Guys with a similar interview-driven format and sponsorship model.
• 2X eCommerce: Long-running B2B podcast and community for DTC, ecommerce, and CPG operators. Competes with The CPG Guys for senior marketing and ecommerce leaders and pursues a similar B2B sponsorship revenue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cpgguys
• YouTubeyoutube.com/playlist?list=PLyVm_OxRpcX1436bj4OPHrbwc0ZoqZIWf&si=hHyIS_DhE_lAJueS
• Facebookfacebook.com/thecpgguys
• LinkedInlinkedin.com/company/cpgpodcast
• Instagraminstagram.com/cpgguys

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The CPG Guys