In Episode 21, James and Sean "Keep it Reel" with David VanHimbergen, CEO of Reel Paper, covering topics such as:

-Transitioning from CPG behemoth Procter & Gamble to leading a challenger brand in the consumer goods space

-The innovation process within leading brands Crest and Tide

-Navigating retailer expansion, including selection, to # of stores, geos, products, and shelf placement and presence

-Differences in consumer purchasing behavior between DTC and brick-and-mortar

-Bucking the trend of sustainable brands, winning on product performance and pricing

-Moving a category from commodity to care

This episode is a treasure trove for brands competing in the sustainable space and for listeners considering a career leap out of big CPG.