Good Peeps
Good Peeps is a New York-based CPG retail media agency providing retail media strategy and execution, shopper marketing, and digital shelf optimization services to consumer packaged goods brands across Instacart, Walmart Connect, Roundel, and Ibotta.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Good Peeps does
Good Peeps is a New York-based CPG retail media agency founded by Shray Joshi that provides retail media strategy and execution, shopper marketing, digital shelf optimization, and performance analytics to consumer packaged goods brands. The firm operates three interconnected service pillars: Good Retail (media planning and execution across Instacart, Walmart Connect, Roundel, and Ibotta, plus shopper marketing support, digital shelf optimization, performance reporting, and retailer-ready pitches and reviews), Good Growth (an incubation and growth studio offering financial operations, marketing team building, and brand strategy), and Good Hangs (a community events and networking platform for CPG founders, including co-hosted dinners with Selva Ventures and participation in Natural Products Expo West and the League of Originals LA Marketing Summit). The company holds Preferred Partner status with the four major US retail media networks listed above, and cites active support of 2,000+ retailers including Target, Walmart, Costco, Sam's Club, Kroger, Whole Foods, Sprouts, HEB, Albertson's, Safeway, Thrive Market, Meijer, Publix, Uber Eats, Ahold, BJ's, 7-Eleven, Circle K, CVS, and Walgreens.
The underlying technology stack is platform-mediated rather than proprietary: Good Peeps leverages the APIs, ad platforms, and reporting tools of Instacart, Walmart Connect, Roundel, and Ibotta to execute campaigns and synthesize consumer, distribution, and category data into actionable recommendations. No proprietary software products, SDKs, APIs, patents, or AI/ML models are disclosed. Named clients span enterprise CPG (Black Rifle Coffee, Pressed Juicery, Lemon Perfect, Oats Overnight) and earlier-stage brands (Beekeeper's Naturals, Sauz), with documented outcomes including 8+ point digital penetration gains on Walmart.com for Black Rifle Coffee within six months and record monthly sales on Instacart for Pressed Juicery.
Good Peeps generates revenue through professional services fees on a per-engagement basis, with no publicly disclosed pricing tiers, rate cards, or SaaS-style subscriptions. The go-to-market combines sales-led direct outreach to brand marketing and sales teams with event-driven demand generation through industry conferences and private founder dinners. Headcount is reported at 1–10 employees, the company is privately held with no disclosed funding rounds or institutional investors, and operating geographies are limited to the United States.
Good Peeps firmographics
Firmographics- Name
- Good Peeps
- Website
- https://thepeeps.co
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Good Peeps is a New York-based CPG retail media agency providing retail media strategy and execution, shopper marketing, and digital shelf optimization services to consumer packaged goods brands across Instacart, Walmart Connect, Roundel, and Ibotta.
- Ownership category
- akta.pro rank
Where Good Peeps is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Good Peeps business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Retail Media Services: The company generates revenue through professional services fees for retail media strategy, planning, and execution across major retail media networks. Services include media planning for brand awareness, trial, and loyalty campaigns, as well as shopper marketing support, digital shelf optimization, and performance analytics.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Good Peeps product offering
Product offeringCore offering
Good Peeps is a B2B CPG retail media agency that provides retail media strategy and execution, shopper marketing support, digital shelf optimization, and performance analytics for consumer packaged goods (CPG) brands selling across major retailers. The firm operates as a Preferred Partner with retail media networks including Instacart, Walmart Connect, Roundel, and Ibotta, and bundles these capabilities under its "Good Retail" service, supplemented by "Good Growth" (incubation and growth studio services) and "Good Hangs" (community/networking events).
Product overview
Good Peeps is a CPG retail media agency offering three interconnected service pillars: Good Retail provides retail media strategy and execution, digital shelf optimization, and shopper marketing support for brands selling at major retailers; Good Growth serves as an incubation and growth studio offering financial operations, marketing team building, and brand strategy; and Good Hangs facilitates community engagement through industry events and networking. The company bridges modern DTC expertise with proven shopper strategies to help brands win at shelf and online.
Differentiator
Problem solved
Functional benefit
Products and services
- Good Retail Retail media strategy and execution service for CPG brands, including media planning across platforms like Instacart, Walmart Connect, Roundel, and Ibotta; shopper marketing support with 360° budget and strategy development; digital shelf optimization; performance and data analysis; and pitches, planning, and reviews for key retail accounts.
- Good Growth Incubation and growth studio service for CPG brands, providing talent, capital, and execution support, including financial operations (fundraising, strategic capital partnerships), marketing ownership (building scalable teams), and brand strategy with measurable impact across channels.
- Good Hangs Community events and networking initiative featuring panels, pop-ups, dinners, and industry summits connecting CPG founders and brands, including participation at Natural Products Expo West, League of Originals LA Marketing Summit, and co-hosted events with partners like Selva Ventures.
Quantifiable outcome
- Digital penetration increase of 8+ percentage points in under 6 months for Black Rifle Coffee on Walmart.com
- +1 more outcomes
Companies that use Good Peeps
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
Good Peeps technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Good Peeps partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and flagship.
- InstacartcorePreferred Partner status for retail media execution. Good Peeps helps CPG brands win on Instacart through optimized campaign management and strategic positioning.
- Walmart ConnectcorePreferred Partner in the Walmart Connect partner directory. Good Peeps delivers Walmart.com business growth with demonstrated results of 8+ point digital penetration increases.
- Roundel (Target)corePreferred Partner in the Roundel partner directory. Good Peeps provides retail media execution services for Target's retail media network.
- IbottacorePreferred Partner for retail media and promotional campaigns on the Ibotta platform, helping brands drive shopper engagement and loyalty.
- Selva VenturesflagshipStrategic partnership for co-hosting industry events and connecting CPG founders. Hosted the Good Peeps x Selva Ventures Summer Dinner in August 2025.
- TargetcoreMajor retail partner where Good Peeps executes retail media campaigns for CPG brands through Roundel media network.
- KrogercoreKey retail partner for CPG brand distribution and retail media execution across Kroger's retail network.
- Whole FoodscoreRetail partner for natural and organic CPG brands seeking shelf placement and retail media opportunities.
- CostcocoreRetail partner for warehouse channel distribution and retail media execution.
- Uber EatscoreLast-mile delivery and retail media partner for CPG brands seeking digital commerce presence.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
Good Peeps competitors and assessment
Company assessmentDirect peers
- Flywheel (Omnicom): Flywheel is Omnicom's dedicated retail media network offering, providing media planning and execution across major RMNs for CPG clients. Direct overlap with Good Peeps on Instacart, Walmart Connect, and Roundel execution work.
- Amp Agency: Amp Agency is a Boston-based digital agency with a dedicated retail media practice serving CPG clients. Comparable boutique agency structure serving similar enterprise CPG clients.
- New Engen: New Engen is a digital marketing agency specializing in performance media and retail media for DTC and CPG brands. Comparable in target customer (mid-market and enterprise CPG) and RMN execution focus.
- The Shipyard: The Shipyard is a digital and retail media agency serving CPG and consumer brands with media planning and execution across RMNs. Comparable mid-market size and customer overlap.
- Power Digital Marketing: Power Digital Marketing is a performance-focused digital agency with a dedicated retail media practice serving CPG and DTC brands. Similar mid-market positioning and RMN execution services.
- Tinuiti: Tinuiti is one of the largest independent retail media and digital performance agencies in the US, with deep RMN execution capabilities across Amazon, Walmart, Instacart, and Target. It competes directly with Good Peeps for CPG retail media budgets, though at significantly larger scale.
Broad incumbents
- GroupM Nexus: GroupM Nexus is WPP's dedicated commerce media practice, offering retail media planning and execution across all major RMNs globally. Operates at vastly larger scale but addresses the same CPG client needs.
- Publicis One / CitrusAd: Publicis acquired CitrusAd to build a dedicated retail media practice serving enterprise CPG brands. Overlaps with Good Peeps on RMN execution but offers integrated media, creative, and analytics at holding-company scale.
- Stagwell (Assembly): Stagwell's Assembly is a global commerce media agency serving CPG brands across RMNs. A scaled holding-company competitor with overlapping execution and shopper marketing capabilities.
Emerging players
- Instacart Ads (in-house): Instacart Ads is the platform's in-house team offering direct-to-brand RMN execution, listed alongside Good Peeps on Instacart's Preferred Partner directory. Represents both a partner and potential competitor as Instacart expands self-serve capabilities.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Good Peeps social profiles
Digital presenceGood Peeps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Peeps leadership team
Management profileNumber of profiles
Profiles5 records
Good Peeps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Peeps M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good Peeps
What does Good Peeps do?
Good Peeps is a B2B CPG retail media agency that provides retail media strategy and execution, shopper marketing support, digital shelf optimization, and performance analytics for consumer packaged goods (CPG) brands selling across major retailers. The firm operates as a Preferred Partner with retail media networks including Instacart, Walmart Connect, Roundel, and Ibotta, and bundles these capabilities under its "Good Retail" service, supplemented by "Good Growth" (incubation and growth studio services) and "Good Hangs" (community/networking events).
Is Good Peeps a public or private company?
Good Peeps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Good Peeps founded?
Good Peeps was founded in -1. It employs 1 to 10 people.
Where is Good Peeps based?
Good Peeps is headquartered in New York, United States, in the North America region.
How does Good Peeps make money?
One revenue line is on record: retail Media Services.
Who are Good Peeps's main competitors?
Direct peers on record are Flywheel (Omnicom), Amp Agency, New Engen, The Shipyard, Power Digital Marketing and Tinuiti. Broad incumbents are GroupM Nexus, Publicis One / CitrusAd and Stagwell (Assembly). Instacart Ads (in-house) is listed as an emerging player.
Does Good Peeps have an API?
No public API is recorded for Good Peeps.