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How Casey’s ‘Test & Learn’ Approach Builds Innovative Product Assortments

Having completed its Innovation Summit this past August, Casey’s category managers are now deep in the process of onboarding some of its new finds at select stores. This was the second Summit the 2,900+ store Midwest convenience chain held in partnership with RangeMe, during which selected brands met in-person with Casey’s category leaders for the opportunity to get on the shelves.

Stewart

Caseys launched the Summit in an effort to discover unique and innovative CPG brands that would set them apart from competitors. “We are trying to be on the front end of some of the trends and emerging categories, rather than a fast follower,” says Chris Stewart, VP of Merchandising for Casey’s. “I give kudos to Phil and Lee and their teams for identifying those opportunities and bringing them into our assortments and in front of our guests.”

Stewart is referring to Senior Director of Center Store Phil Wilhelm and Senior Director of Packaged Beverages Lee Wilburn, who led the efforts to set the category strategies and uncover those product innovations that aligned with them (watch the full video interview with Stewart, Wilhelm and Wilburn below).

Successes from Casey’s 1st summit

Casey’s first Innovation Summit resulted in several new …

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Your Business’ First Big Win Could Be Its Biggest Risk — Here’s How to Prepare

Getting your product on the shelf in your local supermarket is one of the first major milestones many food brands work towards. It’s a huge accomplishment worth celebrating as a key indicator of success. Recognizing that growing your business also means exposing it to risks it may not have faced before is critical. 

We’ll cover some of the most significant risks of growing your business in this blog, what you can do about them, and how liability insurance supports you when preventative measures aren’t enough.  

Nobody likes to think about what could go wrong, but knowing the risks your business faces arms you with the knowledge and awareness you need to take preventative steps. 

Increased Production Volume

The bigger your brand gets, the more your production volume needs to ramp up to meet demand. 

This means your supply chain could quickly become more complex. You may need to source ingredients and packaging from new suppliers who can provide the quantity you need. 

More suppliers mean more chances for things like allergen cross-contamination or defective packaging.

Whether intentional or not, there’s also a greater tendency to cut corners when it comes to safety and quality control. Producing higher volumes …

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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

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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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