5:30 PM – 7:30 PM EST
Registration
Reserve your seatDoors open in
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Ugly Talk: CPG Founders, What Worked, What Didn't & the 2027 Outlook
5:30 PM – 7:30 PM EST
Registration
Reserve your seatDoors open in
About Event
A bigger order can leave you with a smaller margin. That is an ugly way to learn what growth costs.
CPG founders will unpack the calls shaping their brands in 2026. The channels that moved product. The partners that mattered. The pivots they had to make.
Bring the decisions you are still wrestling with. Hear what these founders are changing as they finish Q4 and plan for 2027.
Why you should be in this room.
- 01
Hear which channels moved product and which ate margin.
- 02
Learn what founders wish they had asked before choosing a co-packer or distributor.
- 03
Explore where food service and alternative distribution could fit your brand.
- 04
Hear how founders responded when their customers, markets, or plans changed.
- 05
Pressure-test your 2027 assumptions against what these founders are seeing in 2026.
What's on the table.
- 01
Production and partners. Refining the recipe, choosing co-manufacturers, and finding partners who deliver what they promise.
- 02
Distribution and margin. Which channels earned their place, which disappointed, and what founders changed in response.
- 03
Finding the customer. What urban and suburban markets taught founders about who actually buys their products.
- 04
Food service and other routes. Where founders are looking beyond familiar shelves to move product.
- 05
The 2027 calls. Which trends held up, which missed, and what founders are carrying into next year.
Featured speakers.
Liv Truesdell started her career in consumer investment banking, working with food & beverage companies, which ultimately led her to launch FROST Buttercream. FROST is an all-natural Italian Meringue Buttercream made with real butter and egg whites, with ~57% less sugar than a leading buttercream and no palm oils, artificial dyes or preservatives. After hundreds of iterations, Liv created a new premium, refrigerated frosting segment in a category unchanged for ~71 years. FROST launched in NY/NJ retail in 2025, has since expanded across the country, and won the Startup CPG Shelfie Award within its first six months.
Who's hosting it.
As a fractional CMO, Glenn Johnson works on a scalable basis with founders who are tired of bad execution, broken strategies, and agencies that just don’t get it. Whether launching from scratch or fixing a brand, packaging, and positioning that fails to translate, Glenn steps in to repair what’s broken and build what’s next. Operating as Chief Storyteller, Creative Director, and Brand Strategist, he bridges high-level strategy with hands-on execution. From naming, logo design, and packaging to pricing architecture and true ICP targeting, Glenn nails how your brand looks, feels, and scales. A former Madison Avenue VP/Creative Director specializing in luxury and bespoke audiences, Glenn is the trusted sounding board founders rely on to turn complex ideas into scalable brand equity. “Moderating Ugly Talks for me is about unpacking the messy truths and hard lessons of entrepreneurship—sharing insights in an engaged and entertaining way.”
Who's getting in.
- 01
Food and beverage founders building in crowded categories.
- 02
Early-stage CPG founders moving from commercial kitchens to co-manufacturing.
- 03
Operators working through production, distribution, pricing, and margin decisions.
- 04
Buyers and investors who want to understand what helps a brand move product and stay in business.
Questions? Talk@UglyTalk.com
Location
Wells Fargo
20 Hudson Yards
New York, NY 10001
United States