Today we get to chat with one of the most incredible champions for emerging CPG brands, Monica Watrous, Managing Editor of Food Business News and Food Entrepreneur. Food Business News is a trade publication covering all aspects of the food and beverage industry, from field to fork. Food Entrepreneur, a sub-brand, focuses on the innovations, trends and personalities in the food and beverage startup ecosystem. You’ve heard Monica on the show a few times during Expo West and East recaps, but this time, I asked Monica if she’d come on the show to share more behind-the-scenes about what her career looks like and how to best work with members of the press.

Listen in as Monica shares about:

• How trends and news become publications either digitally or in print
• What an editorial calendar is and how some types of content are planned
• How Monica stays up-to-date on the latest brands and trends
• Best practices for reaching out to the press and what to avoid
• Why your brand should release press releases and how other publications use them
• Monica’s strategy for tackling a trade show like Expo West
• And more!

Plus, mid-ish-episode Monica and I share our reviews of G’s Dry Hard Ginger Beer (at 31:10), which won a Shelfie Award last year. Make sure to check out our bonus episode featuring founder Donna to learn more!

And…speaking of Shelfie Awards, let’s talk about how you, dear listener, could be a Shelfie Award winner this year! This will be the 3rd annual Shelfie Awards, and due to popular demand, we’re accepting samples by category. First up is health and beauty brands! So, if you are listening to this in March 2023 and you are a health and beauty brand, here’s what you need to do, head to the link in the show notes and complete the application form (it’ll take less than 10 minutes and it’s free!), ship samples to the two locations indicated and have them arrive before March 31st. And that’s it! And if you are listening to this after March, I’ll link to more info about the Shelfies in the show notes. Sample shipments for other categories will be open in April, May, and June. Stay tuned in the Slack as well!

Episode Links:

• Food Business News & Food Entrepreneur website
• Monica’s LinkedIn
• Monica’s Instagram
• Sign up for the next Food Entrepreneur Experience event
• Brands mentioned: Chubby, tbh, Oat Haus, Mmmly, Dream Pops, Olipop, Forij, Aura Bora
• Sign up for the Alley Rally event at Expo West
• Link to bonus episode with Donna at G’s Dry Hard Ginger Beer
• About the Shelfie Awards: 
  • Link to general Shelfie information
  • Form to complete with addresses for samples

Show Links:

• Join the Startup CPG Slack community (11K+ members and growing!)
• Follow @startupcpg
• Visit host Jessi's Linkedin or website
• Questions or comments about the episode? Email Jessi at jessi@startupcpg.com