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Scaling Up Successfully: 6 Key Insights from Pholicious Co-Founder Joseph Trousdale

The journey of a startup brand is rarely a straight line, but few stories showcase the power of persistence, flexibility, and proactive growth quite like that of Pholicious. When I first interviewed Co-Founder Joseph Trousdale in 2023, his brand was just starting his growth journey, having received a Golden Ticket at Walmart’s Open Call and wins with QVC and Sysco. 

A LOT has changed since then.

The brand, which was launched by Trousdale and his wife Anh in 2021, makes authentic, quick-prep Vietnamese Pho (and now ramen), and since my last interview with Trousdale has added additional RangeMe wins including United Supermarkets, Stop & Shop, Albertsons and Kroger. And to top it off, they just received a Hy-Vee Smile just days before our interview at the retailer’s Opportunity Summit, one of RangeMe’s recent Immediate Opportunities.

To add a little cherry on top of the past two years of wins, Pholicious also landed on the shelves of H-E-B after winning the Quest for Texas Best contest, and a deal with Kevin O’Leary on Shark Tank. It’s been a busy two years indeed.

In my recent update interview with Trousdale (see the full video below), he recounts the rapid scaling of Pholicious, …

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In: Retailing Tips|Last Updated:

The journey of a startup brand is rarely a straight line, but few stories showcase the power of persistence, flexibility, and proactive growth quite like that of Pholicious. When I first interviewed Co-Founder Joseph Trousdale in 2023, his brand was just starting his growth journey, having received a Golden Ticket at Walmart’s Open Call and wins with QVC and Sysco. 

A LOT has changed since then.

The brand, which was launched by Trousdale and his wife Anh in 2021, makes authentic, quick-prep Vietnamese Pho (and now ramen), and since my last interview with Trousdale has added additional RangeMe wins including United Supermarkets, Stop & Shop, Albertsons and Kroger. And to top it off, they just received a Hy-Vee Smile just days before our interview at the retailer’s Opportunity Summit, one of RangeMe’s recent Immediate Opportunities.

To add a little cherry on top of the past two years of wins, Pholicious also landed on the shelves of H-E-B after winning the Quest for Texas Best contest, and a deal with Kevin O’Leary on Shark Tank. It’s been a busy two years indeed.

In my recent update interview with Trousdale (see the full video below), he recounts the rapid scaling of Pholicious, …

Read More

In: Retailing Tips|Last Updated:

The journey of a startup brand is rarely a straight line, but few stories showcase the power of persistence, flexibility, and proactive growth quite like that of Pholicious. When I first interviewed Co-Founder Joseph Trousdale in 2023, his brand was just starting his growth journey, having received a Golden Ticket at Walmart’s Open Call and wins with QVC and Sysco. 

A LOT has changed since then.

The brand, which was launched by Trousdale and his wife Anh in 2021, makes authentic, quick-prep Vietnamese Pho (and now ramen), and since my last interview with Trousdale has added additional RangeMe wins including United Supermarkets, Stop & Shop, Albertsons and Kroger. And to top it off, they just received a Hy-Vee Smile just days before our interview at the retailer’s Opportunity Summit, one of RangeMe’s recent Immediate Opportunities.

To add a little cherry on top of the past two years of wins, Pholicious also landed on the shelves of H-E-B after winning the Quest for Texas Best contest, and a deal with Kevin O’Leary on Shark Tank. It’s been a busy two years indeed.

In my recent update interview with Trousdale (see the full video below), he recounts the rapid scaling of Pholicious, …

Read More

In: Retailing Tips|Last Updated:

In a world saturated with slogans and polished promises, the truth cuts deepest. Consumers don’t just buy products; they buy into stories. And in local, independent retail, where relationships are personal and trust is the currency, authenticity isn’t just appreciated when it comes to brands—it’s expected.

People crave connection. They want to know where something comes from, who made it, and why it exists. A brand that speaks openly about its roots—without pretense or performance—creates a bond that no ad spend can replicate. In these spaces, a compelling origin is more persuasive than a clever tagline. The local retailer, who knows every regular customer by name, is far more likely to champion a product that feels genuine than one that simply feels trendy.

Authenticity means purpose

Authenticity doesn’t mean perfection. It means purpose. When your sourcing is transparent, your production process is honest, and your mission is clear, shoppers sense it. These aren’t background details, they’re differentiators. The coffee roasted in small batches by a family-owned farm. The skincare line crafted in response to a personal journey. The snack brand built on a grandmother’s recipe. These stories don’t fade on the shelf—they stick.

And they stick because they align with …

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Cross-Border Insurance for CPG Brands: What It is & Why You Need It

Whether you’re based in the U.S. or in Canada, as a CPG brand on RangeMe, it’s a natural next step to expand your sales across the border. With any form of business growth, one thing to consider is your insurance coverage. Insurance is a crucial tool for protecting your hard work and becoming a verified seller for marketplaces and distributors; cross-border insurance helps continue that while you scale your product availability. 

We’ll break down everything you need to know about cross-border insurance – the what, why, and how.

What is Cross-Border Insurance? 

If you’re based in the U.S. and want to start selling in Canada – or vice versa, if you’re based in Canada and want to start selling in the U.S. – you need cross-border insurance. 

The two main qualifications of cross-border insurance are: 

1) Your insurance provider (or a reinsurer/insurance partner) should be licensed to operate and sell insurance in the geography you’re looking to make revenue in. 

So for example, if your company is based in the US, your insurance provider should be licensed in the U.S. to issue you a policy. They don’t have to physically be in the U.S. so long as they have a …

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How 7-Eleven’s Brands with Heart Brings Purpose-Driven Products to the Shelf

Since 2019, RangeMe has proudly partnered with 7-Eleven on its Brands with Heart program, an annual initiative dedicated to discovering and showcasing emerging, purpose-driven brands across 7-Eleven, Speedway, and Stripes convenience stores. This year’s submissions process is currently underway and runs through October 13, 2025.

McCarty

Selected brands gain a path into a new retail channel, expanding their reach to millions of convenience shoppers, while also receiving mentorship, educational opportunities, and direct access to 7-Eleven category managers.

The process begins with applications through RangeMe, where brands submit their products and stories for consideration. Selected participants are then invited to a showcase event where they present to 7-Eleven leaders, receive mentorship and coaching, and in some cases move forward to in-store tests with the potential to scale nationally across 7-Eleven, Speedway, and Stripes stores.

ECRM & RangeMe SVP f Retail Wayne Bennett spoke with Louisa McCarty, Manager, 7-Ventures | 7-Eleven Emerging Brands about the Brands with Heart program what it entails.

RangeMe: What categories do you focus on for the program?

McCarty: We focused on center store snacks, innovative beverages, frozen treats, packaged bakery, and refrigerated snacks because these are high-traffic areas in c-stores where shoppers are open to discovery. They …

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