I turn simple, high-protein pantry staples into disruptive, category-defining CPG brands that land in major retailers like Whole Foods and Sprouts in under a year.
Early-Stage Food & Beverage Founders
Category Creators
Founders Preparing for Retail Pitches
I built Smearcase with a single, clear objective: disrupt the ice cream aisle by doing what "Big CPG" wouldn't—leveraging the natural versatility of cottage cheese to create the world’s first protein-packed, frozen dessert. What started as an experiment in my NYC apartment with an Amazon ice cream maker turned into a rapidly growing brand that secured over 1,500 doors of retail distribution in its first year. My journey is rooted in rapid iteration, authentic storytelling, and a deep understanding of the CPG playbook. Beyond just launching a product, I’ve mastered the art of category creation, winning the Albertsons Innovation Launchpad and the Real California Milk Excelerator to scale production and distribution. I teach founders how to shift from "fighting for shelf space" to "owning the category" by focusing on high-impact retail strategies and data-driven marketing. Through 1-on-1 mentorship, Joe can help you: 1. How to move from a "passion project" to a national retail strategy. 2. How to pitch, win, and leverage industry pitch competitions for non-dilutive capital. 3. How to execute rapid product iteration and prototype new CPG concepts on a budget. 4. How to secure and manage retail distribution with giants like Whole Foods and Sprouts. 5. How to use authentic "founder-led" storytelling to build a loyal community without a massive marketing budget.
Smearcase · Mar 2024 – Present
Scaled a first-to-market frozen cottage cheese brand to 1,500+ retail doors (Whole Foods, Sprouts, etc.) in under 18 months.
Rocky Clark · Sep 2015 – Present
Leveraged extensive Shopify and e-commerce experience to drive growth and operational efficiency.
Secured a massive retail win and national distribution support through high-stakes pitch competition success.
Awarded $100,000 to scale production and execute in-store marketing initiatives.
A focused video call to solve your problems.
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