The Good Food CFO podcast

<p>Building a profitable food business without investors isn’t just possible—it’s a strategic choice.</p><p>Sarah sits down with Daniel Goetz, founder of Good Pop, who’s bootstrapped his popsicle brand for 16 years by prioritizing profitability over growth headlines.</p><p>Daniel shares practical strategies that kept Good Pop alive and thriving:</p><p>* Why he sold just 4 popsicles at his “big launch” (and what happened next)</p><p>* The 3am working capital discovery that kept his business going</p><p>* Why he focused on going “deep not wide” with retail expansion</p><p>* How to get packaging and ingredient suppliers invested in your vision</p><p>Hear how forcing profitability from day one shaped every business decision—and why Daniel chose this path after watching funded peers struggle under investor pressure.</p><p><strong>Connect with Daniel:</strong></p><p><strong>Website: </strong><a target="_blank" href="https://goodpop.com/">GoodPop</a></p><p><strong>Instagram: </strong><a target="_blank" href="https://www.instagram.com/goodpop/">@GoodPop</a></p><p><strong>LinkedIn: </strong><a target="_blank" href="https://www.linkedin.com/in/danielgoetz/">@Daniel Goetz</a></p><p><a target="_blank" href="https://www.good-food-collective.com/"><strong>The Good Food Collective</strong></a></p><p><strong>Join The Good Food CFO Community:</strong></p><p>Follow us on Instagram:<strong> </strong><a target="_blank" href="https://www.instagram.com/thegoodfoodcfo/"><strong>@thegoodfoodcfo</strong></a></p><p>Watch on YouTube:<a target="_blank" href="https://www.youtube.com/@thegoodfoodcfo"><strong> @thegoodfoodcfo</strong></a></p><p>Become a Member: <a target="_blank" href="http://www.thegoodfoodcfo.com/baboyot?utm_source=podcast&#38;utm_medium=shownotes&#38;utm_campaign=BABOYOT"><strong>BABOYOT</strong></a></p> <br/><br/>This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://thegoodfoodcfo.substack.com/subscribe?utm_medium=podcast&#38;utm_campaign=CTA_2">thegoodfoodcfo.substack.com/subscribe</a>

<p>Sarah sits down with Shelley Elkovich, co-founder and CEO of For Bitter For Worse, to explore the financial strategy behind building a profitable specialty beverage brand. Shelley shares how self-manufacturing became a dual revenue stream through contract manufacturing, allowing her to control costs while generating additional income.</p><p>The conversation reveals practical insights on sustainable growth versus rapid expansion, how to filter customer feedback without compromising your vision, and the strategic decisions that kept this non-alcoholic cocktail brand resilient through major market shifts. Discover how Shelley evaluates each growth opportunity and makes decisions that prioritize long-term sustainability over short-term wins.</p><p>Shelley also graciously offered our listeners 20% off their products using the code <strong>Sarah20</strong> on their website!</p><p><strong>Connect with Shelley:</strong>Website: <a target="_blank" href="https://forbitterforworse.com/"><strong>For Bitter For Worse</strong></a>Instagram: <a target="_blank" href="https://www.instagram.com/forbitterforworse/?hl=en"><strong>@forbitterforworse</strong></a>LinkedIn: <a target="_blank" href="https://www.linkedin.com/in/shelley-elkovich-4245901a3/"><strong>Shelley Elkovich</strong></a>Amazon: <a target="_blank" href="https://www.amazon.com/stores/ForBitterForWorse/page/4B469C6C-E8C4-460E-9075-BC9E1105EED4?lp_asin=B0CG2MGWPB&#38;ref_=ast_bln"><strong>Shop For Bitter For Worse</strong></a></p><p><strong>Join The Good Food CFO Community:</strong></p><p>Follow us on Instagram:<strong> </strong><a target="_blank" href="https://www.instagram.com/thegoodfoodcfo/"><strong>@thegoodfoodcfo</strong></a></p><p>Watch on YouTube:<a target="_blank" href="https://www.youtube.com/@thegoodfoodcfo"><strong> @thegoodfoodcfo</strong></a></p><p>Become a Member: <a target="_blank" href="http://www.thegoodfoodcfo.com/baboyot?utm_source=podcast&#38;utm_medium=shownotes&#38;utm_campaign=BABOYOT"><strong>BABOYOT</strong></a></p> <br/><br/>This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://thegoodfoodcfo.substack.com/subscribe?utm_medium=podcast&#38;utm_campaign=CTA_2">thegoodfoodcfo.substack.com/subscribe</a>

<p>Sarah shares real stories from beta testers using The Good Food CFO financial strategy software for the first time:</p><p>* A founder running five sales channels discovered their revenue tracking wasn’t set up to support strategic decision-making</p><p>* A 16-year bakery owner finally understood where profit actually goes when monthly debt payments take it right back out</p><p>* A founder learned why categorizing marketing expenses as cost of goods sold makes their numbers nearly impossible to interpret</p><p>The software isn’t just a tool—it’s revealing the blind spots that most founders don’t even know they have. Tune in for practical insights about organizing your financial foundation and unlocking better decision-making in your business.</p><p>Want this same clarity in your food business? <a target="_blank" href="http://thegoodfoodcfo.com/waitlist"><strong>Join our waitlist</strong></a> for 50% off your first month’s subscription.</p><p><strong>Join The Good Food CFO Community:</strong></p><p>Follow us on Instagram:<strong> </strong><a target="_blank" href="https://www.instagram.com/thegoodfoodcfo/"><strong>@thegoodfoodcfo</strong></a></p><p>Watch on YouTube:<a target="_blank" href="https://www.youtube.com/@thegoodfoodcfo"><strong> @thegoodfoodcfo</strong></a></p><p>Become a Member: <a target="_blank" href="http://www.thegoodfoodcfo.com/baboyot?utm_source=podcast&#38;utm_medium=shownotes&#38;utm_campaign=BABOYOT"><strong>BABOYOT</strong></a></p> <br/><br/>This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://thegoodfoodcfo.substack.com/subscribe?utm_medium=podcast&#38;utm_campaign=CTA_2">thegoodfoodcfo.substack.com/subscribe</a>

<p>Can you build a CPG brand without chasing unicorn status? Kelley Scanlin, founder of Pure Simple Foods (parent to Lark-Ellen Farm and Purely Sprouted), shares how she grew from farmer’s market beginnings to operating a state-of-the-art manufacturing facility—all while refusing to compromise on quality.</p><p>Sarah and Kelley dig into the strategic path most founders overlook, exploring:</p><p>* Why regional growth beats racing for national distribution</p><p>* How mission and values guide major business decisions (including which distributors to work with)</p><p>* The evolution from founder to CEO and knowing your end game from day one</p><p>* Why slow, intentional scaling protects quality and profitability</p><p>* The reality check every founder needs: you don’t have to be the next RX Bar</p><p>* Building with strategy first—not just hoping for viral growth</p><p>Kelley’s honest perspective on defining success differently offers a refreshing alternative to the “grow fast, exit big” narrative. This conversation redefines what CPG success can look like when you build on your own terms.</p><p><strong>Join The Good Food CFO Community:</strong></p><p>Follow us on Instagram:<strong> </strong><a target="_blank" href="https://www.instagram.com/thegoodfoodcfo/"><strong>@thegoodfoodcfo</strong></a></p><p>Connect on LinkedIn:<strong> </strong><a target="_blank" href="https://www.linkedin.com/in/sarah-delevan/"><strong>@sarahdelevan</strong></a></p><p>Watch on YouTube:<a target="_blank" href="https://www.youtube.com/@thegoodfoodcfo"><strong> @thegoodfoodcfo</strong></a></p><p>Become a Member: <a target="_blank" href="http://www.thegoodfoodcfo.com/baboyot?utm_source=podcast&#38;utm_medium=shownotes&#38;utm_campaign=BABOYOT"><strong>BABOYOT</strong></a></p> <br/><br/>This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://thegoodfoodcfo.substack.com/subscribe?utm_medium=podcast&#38;utm_campaign=CTA_2">thegoodfoodcfo.substack.com/subscribe</a>

<p>Margins matter—but what’s the rest of the financial strategy that transforms good margins into actual profitability and positive cash flow?</p><p>Sarah lays out the complete three-part framework behind “Profit by Design,” the philosophy helping food founders escape the 70% failure rate. Beyond product margins, you need clarity on your true operating expenses and the ability to build financial scenarios that answer critical questions: How many units do I need to sell to break even? How much capital will this really take? How long until I stop reinvesting?</p><p>Sarah shares the story of a baker whose scenario modeling revealed she’d need to bake cookies around the clock just to break even—saving her from launching an unsustainable business. Learn why planned losses are easier to navigate than surprises, how to know if you’re on or off track each month, and why having this complete financial roadmap transforms entrepreneurship from constant uncertainty into strategic execution.</p><p>This is the missing link between understanding your margins and building a food business that actually works financially.</p><p><strong>Join The Good Food CFO Community:</strong></p><p>Follow us on Instagram:<strong> </strong><a target="_blank" href="https://www.instagram.com/thegoodfoodcfo/"><strong>@thegoodfoodcfo</strong></a></p><p>Watch on YouTube:<a target="_blank" href="https://www.youtube.com/@thegoodfoodcfo"><strong> @thegoodfoodcfo</strong></a></p><p>Become a Member: <a target="_blank" href="http://www.thegoodfoodcfo.com/baboyot?utm_source=podcast&#38;utm_medium=shownotes&#38;utm_campaign=BABOYOT"><strong>BABOYOT</strong></a></p> <br/><br/>This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit <a href="https://thegoodfoodcfo.substack.com/subscribe?utm_medium=podcast&#38;utm_campaign=CTA_2">thegoodfoodcfo.substack.com/subscribe</a>