The Power of Community in Scaling a CPG Brand

Launching and scaling a CPG brand is an exhilarating journey, but it’s also one with no shortage of complexities. From navigating supply chain disruptions to standing out in an increasingly competitive market, the path to success is far from clear-cut. However, one key factor can make all the difference: building a strong network of advisors and fostering authentic connections.

Ryan Lewendon, Partner at Giannuzzi Lewendon, has worked alongside some of the most recognizable brands in the industry, having assisted hundreds of companies structure and negotiate their distributor, broker and supplier relationships, employee incentive programs and advisory networks, and celebrity/influencer endorsements and promotional partnerships. As a result, Ryan has recently assisted clients in exit transactions with acquirers such as Coke, Pepsi, General Mills, Boulder Brands, Group Danone, Bacardi, General Mills, and others. Through these experiences, he’s seen firsthand what separates brands that merely survive from those that truly thrive. His insights offer a roadmap for entrepreneurs looking to build lasting businesses.

Turn Vision into Reality

“The most rewarding part of my work is being able to help founders take their vision and turn it into something tangible, impactful, and lasting,” Ryan shares. “There’s something incredibly fulfilling about guiding a passionate entrepreneur through the often-daunting process of scaling their brand, navigating challenges, and ultimately achieving a successful exit.”

Build a Network to Learn from the Best

“For early-stage brands, my best piece of advice is to build a strong network of advisors,” Ryan emphasizes. Many founders excel in one area of business but may need support in others where they do not naturally have the needed skillset. Surrounding yourself with experienced professionals who can complement your skillset can accelerate growth by months and years. The right advisors don’t just help solve problems; they open doors, make strategic introductions, and offer guidance that can mean the difference between stagnation and success.

At Giannuzzi Lewendon, Ryan and his team have had the privilege of working with and learning from industry trailblazers. “Working closely with founders like Mike Repole (Vitamin Water), Mike Kirban (Vita Coco), Shazi Visram (Happy Baby), Siggi (Siggi’s), and Andrew Abraham (Orgain) has been a masterclass in how to scale a brand by your own rules.” The depth of experience gained through these partnerships is what allows Ryan’s team to offer invaluable insights to new and emerging brands.

Stay Adaptable

Scaling a CPG brand today comes with its fair share of challenges. “Managing the unpredictable—whether it’s supply chain disruptions, pricing pressures, or standing out in a crowded market—is one of the toughest hurdles,” Ryan notes. However, brands that double down on authenticity and innovation have a significant edge. “The most successful companies don’t just sell products—they sell a mission or a feeling that resonates with their audience. That emotional connection is invaluable and incredibly hard to replicate.”

For entrepreneurs, investors, and service providers in the natural products space, the opportunities have never been greater. “Consumer demand for transparency, sustainability, and wellness is driving massive growth and opening doors for innovation,” Ryan says. His advice? Stay true to your mission. “It’s easy to get caught up in trends or feel pressured to grow at any cost, but the brands that succeed are the ones that stick to their values while staying adaptable.”

Network with Authenticity

One of the most crucial aspects of building a successful business is cultivating strong, authentic relationships. “Networking shouldn’t feel like a chore. If you go into it thinking, ‘What can this person do for me?’ you’re approaching it the wrong way. Instead, ask yourself, ‘How can I genuinely connect with this person?’ Real relationships are built on authenticity, and that mindset shift changes everything,” Ryan advises.

At the heart of every successful brand is a strong community of advisors and an approach to networking that is rooted in genuine connection rather than obligation. By surrounding yourself with the right people and fostering relationships based on mutual support, you set the foundation for long-term success.

Author: Sabina Gault, CEO of Konnect Agency