Grocer Folk: the operator's source of truth for how CPG actually sells, on the shelf and in the cart.
A publication for the people building better-for-you CPG brands and the people buying them. Two streams, one shelf.
Two streams, one shelf. Pick your angle.
Grocer Folk publishes the receipts behind the better-for-you grocery aisle. On the Operators side, we break down retail-media campaigns, shelf-to-spend attribution, and the math behind moving from DTC to grocery, the chain from ad dollar to register. On The Aisle, our editors shortlist the products actually worth your money, with the same shelf literacy. Same shelf. Two angles. One source of truth.
Latest, split by lane
One brand · two streamsOperators
B2BRetail media, attribution, and distribution, for the people building the brands.
Measuring blended ROAS across Instacart, Meta, and Google
A working model for connecting retail-media spend to velocity at the shelf.
By Vino · 11 min read · Shelf-to-Spend Attribution5 signs your retail-media budget is being wasted
The diagnostics we run before we touch a single bid.
By Vino · 8 min read · Retail Media PerformanceA retail-media reporting template founder-led CPG brands can actually use
Decisions-first reporting, not slideware.
By Vino · 9 min read · Retail Media PerformanceThe Aisle
B2CThe shortlist for what's actually worth buying, with the receipts.
Rise Kombucha, ranked by an editor who drinks it daily
Read →Mid-Day Squares: worth the hype, or just loud?
Read →Blume superfood lattes, drink-tested for a month
Read →MadeGood snacks vs the allergen-free field
Read →One brand, two streams.
Already reading one? Take a look at the other, same shelf, different angle.