The CPG Guys are joined on its 600th episode by Tony Rogers, CMO of Dollar General which serves as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of May 1, 2026, the Company’s 21,055 Dollar General, DG Market, DGX and pOpshelf stores across the United States and Mi Súper Dollar General stores in Mexico provide everyday essentials including food, health and wellness products, cleaning and laundry supplies, self-care and beauty items, and seasonal décor.

Follow Tony on LinkedIn at: https://www.linkedin.com/in/tonyrogers1

Follow Dollar General online at: https://investor.dollargeneral.com/

Tony answers these questions:

1. Dollar General has a very clear value proposition—convenience, everyday low prices, and a store that feels close to home. How would you articulate the brand promise today, and how has it evolved with changing consumer expectations over the last few years?
2. Dollar General serves millions of daily shoppers. What consumer insights have most surprised you since you joined, and how do you translate those insights into marketing programs that scale across thousands of stores?
3. Data is the backbone of modern marketing. How does Dollar General balance data-driven decision making with the realities of privacy, consent, and a broad shopper base? Can you share an example of a data-enabled campaign that delivered measurable impact?
4. How has Dollar General’s approach to e-commerce and omnichannel evolved, especially as more shoppers expect online ordering, curbside pickup, and ship-to-home options? What role does in-store activation play in that mix?
5. Private brands has become a strategic driver for many retailers. What’s Dollar General’s approach to product assortment and private brands, and how do you decide which initiatives to invest in?
6. With so many channels and touchpoints, how do you measure retail media marketing ROI at Dollar General? What metrics matter most, and how do you tie marketing investments to store traffic, basket size, and long-term loyalty?
7. Dollar General has a distinctive presence in local communities. How do you weave community impact and social responsibility into your marketing strategy without compromising value for customers?
8. Can you share your philosophy on creative that resonates with Dollar General’s shopper base? Are there any campaigns in the last few years that you’re particularly proud of, and what made them effective?
9. Building a high-performing marketing organization in a discount retailer requires special talent and culture. How do you attract and retain top marketing talent, and what changes have you championed to keep the team energized and innovative?
10. Looking ahead, what are the big bets for Dollar General in the next 3–5 years? How do you see the role of discount retailers evolving in the broader CPG ecosystem, and what should brands watch for when partnering with DG?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• Bayer Leadership Changes
• Walmart Drone Delivery
• Kohl’s Deal days
• Schnucks’ is fresh!

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Chris Peterson, President, CEO & Board Member of Newell Brands, a major American global consumer and commercial products conglomerate. Headquartered in Atlanta, Georgia, the company manufactures, markets, and distributes over 50 well-known brands across three core segments: Home & Commercial Solutions, Learning & Development, and Outdoor & Recreation.

This episode was recorded at Newell Brands headquarters in Atlanta.

Follow Chris on LinkedIn at: https://www.linkedin.com/in/chris-peterson-488930114

Follow Newell Brands online at: https://www.newellbrands.com/

Chris answered these questions:

1. Chris, at CAGNY, you spoke extensively about an enterprise AI program you internally call "Quantum Leap". You mentioned that in mid-2025, you shifted this from isolated use cases into a broader "how work gets done" workflow model. Can you talk to us about the genesis of Quantum Leap and what it looks like today?
2. That scale is incredible, Chris. One thing that stood out to me during your recent Leadership Summit 2026 was your mention of 33 functional "navigators". It sounds like a massive cultural shift to build AI fluency across the enterprise. How do these navigators act as change agents inside their functions?
3. Let's talk about the tangible outputs because the numbers you shared at CAGNY were staggering. You noted a 500% increase in AI-enabled digital content creation in 2025 versus 2024, entirely without any additional investment. How has AI accelerated your innovation pipeline from concept to launch?
4. You can't run advanced AI without clean data, and Newell has done a massive amount of simplification. You've cut your active SKUs by over 80% and rationalized the brand portfolio from 80 down to just over 50 brands. By the fall of 2026, 95% of your global sales will be supported by a single instance of SAP. How critical is that ERP integration to feeding the Quantum Leap program?
5. Chris, driving a transformation of this magnitude isn't just about technology; it's about the people executing it. Newell Brands has a very clear set of core values: Integrity, Teamwork, Passion for Winning, Ownership, and Leadership. As CEO, how do you lean on these principles to guide your 24,000 teammates around the world through such a massive operational and cultural shift?
6. You’ve been driving a unified "One Newell" go-to-market model and consolidating what used to be five separate operating segments into just three. How does the value of "Teamwork"—which you define as "Succeeding Together"—play into breaking down those legacy silos?
7. Thinking about the industry, how do you expect AI to impact shopping and agents to guide consumers? What’s your advice to retail?
8. Chris, this has been an absolute masterclass in enterprise AI adoption and operational leadership. What advice would you give others embarking on the AI journey?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Doug VandeVelde, Chief Growth Officer at WK Kellogg Co, manufacturer of an iconic brand portfolio including Kellogg's Frosted Flakes®, Rice Krispies®, Froot Loops®, Kashi®, Special K®, Kellogg's Raisin Bran®, and Bear Naked®.

Follow Doug on LinkedIn at: https://www.linkedin.com/in/doug-vandevelde

Follow WK Kellogg Co online at: https://www.wkkellogg.com/

Doug answered these questions:

1. 95% of Americans are missing their daily fiber, but nobody goes to a Super Bowl party looking for a "health lecture." Why was 2026 the specific moment you decided to use the world's loudest stage to talk about the "Fiber Gap"?
2. Fiber has historically been marketed as a functional necessity for the "older" demographic. How are you using this campaign to pivot the narrative from a "health trend" to a "tasty daily routine" for everyone from Gen Z to Boomers?
3. You partnered with Gary Vaynerchuk’s team to bring humor and high-profile talent to a topic as "unsexy" as gut health. How do you, as a 25-year CPG veteran, balance the "legacy brand guardrails" of Kellogg’s with the fast-paced, "attention-first" creative style of VaynerMedia?
4. You chose a regional and streaming-first buy for the Big Game rather than a traditional national spot. As Chief Growth Officer, how did you justify the "reach vs. precision" trade-off to your board?
5. Gut health can be clinical and boring. Talk to me about the decision-making process behind using humor. Does "funny" actually move units of Raisin Bran and Mini-Wheats, or is it just about winning the "Ad Meter" rankings?
6. With a streaming-first approach, you have more data than a traditional TV buy. How is WK Kellogg using real-time signals from this campaign to adjust shelf-level execution in the weeks following the game?
7. You’ve been in this game for over 25 years. What is the one "old school" CPG rule you had to break to make this 2026 Super Bowl campaign a reality?
8. When you go big on a Super Bowl scale, the pressure on the supply chain is immense. How did the $500M modernization of your plants allow you to "lean in" to this demand spike in a way you couldn't have three years ago?
9. Before the campaign went live, did you use AI-driven "attention analytics" or "predictive creative" tools to ensure the humor would land across different demographics, or was this a "gut-feel" (pun intended) decision?
10. If this "Fiber Gap" campaign succeeds, you aren't just selling boxes of cereal—you're changing a category's trajectory. Is the future of WK Kellogg less about "Breakfast" and more about "Functional Wellness"?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• America 250
• Macy’s Q1 results
• Zellers is back!
• The Preference Economy

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Matt Gregory, EVP & Chief Customer Officer North America at Unilever.

Follow Matt on LinkedIn at: https://www.linkedin.com/in/matt-gregory-b702567

Follow Unilever online at: http://unilever.com

Matt answers these questions:

1. As Chief Customer Officer, what are your top priorities for Unilever's customer partnerships this year, and how have those priorities evolved from your previous roles?
2. Unilever spans many categories and channels. How do you balance a single, coherent customer strategy with the diverse needs of retailers, wholesalers, and direct-to-consumer partners?
3. What makes for a truly effective retailer collaboration from a customer-first perspective? Can you share thoughts on what constitutes a partnership that delivered measurable value for both a CPG brand and retailer?
4. How has Unilever adapted its customer strategy to omnichannel realities—store visits, digital marketplaces, and social commerce? What role do retailers play in orchestrating that journey?
5. In times of supply chain disruption, what are the key lessons for maintaining strong customer relationships, and how do you collaborate with retailers to mitigate risk for both sides?
6. When a brand is already as big and established as Dove, growth typically gets harder—not easier. Yet, Dove is experiencing approximately double-digit growth in the U.S. over the last year. What’s the unlock that allows brands like Dove to continue deepening relevance and sustaining that level of momentum?
7. What competencies and capabilities do you prioritize when building and leading a high-performance customer organization? How do you foster cross-functional collaboration with sales, marketing, and supply chain?
8. Looking ahead 3–5 years, what are the biggest shifts you anticipate in retailer-CPG partnerships, and where should brands and retailers collaborate most closely to win in the evolving landscape?
9. You’ve had a career that spans GM roles and commercially focused leadership positions. What have you learned in your personal and professional history that you find yourself using most in your role today?
10. What’s something the industry is still doing today that you think we’ll look back on in five years and wonder, “why were we doing it that way?”
11. What excites you most about agentic AI and how it could reshape the shopping experience? And what, if anything, gives you pause?
12. If you could make one singular change to positively impact the CPG industry, what would it be and why?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

Each week, the CPG Guys will riff on the hottest topics in the world of omnichannel commerce.

This week’s topics:

• Kroger leadership changes
• The magnitude of SNAP benefit changes
• Expansion of <30 minute delivery services
• Costco selling more gasoline

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.

The CPG Guys are joined in this episode by Mike Wysong, CEO of CARE Pharmacies, Inc., a growing pharmacy network having served communities like your own for more than 64 years.

CARE Pharmacies combines the quality of a trusted local pharmacy with the growth and stability of a national organization. With over 130 pharmacies nationwide and growing, CARE understands its patients, their special needs, prescriptions, local community health concerns, and the importance of personalized CARE - the building blocks to a healthy family and a strong local community.

Follow Mike on LinkedIn at: https://www.linkedin.com/in/michael-wysong-a01626b/

Follow CARE online at: https://www.carepharmacies.com/

Mike answers these questions:

1. What is the biggest lesson from those early days carrying the bag that you still lean on today as a CEO?
2. What was that first fundamental structural or cultural shift you had to make to change that trajectory?
3. How do you get independent owners to genuinely align on shared procurement, brand messages, and technology without stripping away that local entrepreneurship that makes them special?
4. How does a cooperative structure create the necessary scale to let local community pharmacies win on price?
5. From your seat, how can consumer product groups (CPGs) and OTC manufacturers better bridge those gaps to collaborate with a regional pharmacy layout like CARE?
6. What are the top criteria or data-backed insights an emerging brand needs to bring to you today to earn shelf space over a legacy CPG giant?
7. For emerging wellness or OTC brands listening to this show, what's your advice on the sales function—should they try to go it alone, or do they need to hire a specialized broker who truly understands regional drug chains?
8. How are you helping independent pharmacies roll out complex tech, health informatics, and AI tools without eroding the high-touch, hyper-local intimacy that defines community pharmacy?
9. As baby boomers choose to remain in their homes longer, how does the role of the community pharmacy transform from a simple script dispensary into an essential connector of the home health ecosystem?
10. How critical is having a real-time view of inventory and fulfillment data to protecting your owners' bottom lines?
11. As a board member and past chair of the NACDS, what is the most urgent story the industry needs to keep telling to protect its clinical and commercial relevance?
12. What is the single biggest blind spot that corporate CPG executives have when they try to partner with independent, community-based retail networks?

CPG Guys Website: http://CPGguys.com
FMCG Guys Website: http://FMCGguys.com
SheCOMMERCE Website: https://shecommercepodcast.com/
Rhea Raj’s Website: http://rhearaj.com
Lara Raj in Katseye: https://www.katseye.world/

DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from CPGGUYS, LLC or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by CPGGUYS, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent.

CPGGUYS LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.