Most emerging food and beverage brands chase retail, only to hit roadblocks like slotting fees, chargebacks, and stiff competition from private labels. With limited budgets and crowded shelves, they often overlook more accessible, scalable opportunities. So how can CPG brands grow without getting lost in a sea of sameness? 

Mike Levinson, a seasoned CPG sales strategist and food service expert, encourages brands to focus on nontraditional growth channels. He lays out a clear framework for thriving in food service through eight alternative “tentacles,” including convenience stores, micro-markets, college campuses, and corporate pantries. He emphasizes refining target markets to the niche level, building emotional brand connections through social media, and establishing traction in smaller markets before chasing national distribution. Mike also shares how his new cohort-based Octopus Method helps brands navigate these channels efficiently, with fewer risks and better outcomes.

On this episode of the Firebelly Social Show, Duncan Alney talks with Mike Levinson, Founder of FS Octopus, about how emerging brands can win outside of traditional retail. Mike explains why most brands fail in retail, how to build distribution through alternative food service channels, and what makes a product truly market-ready. He also discusses hyper-specific audiences, the role of emotional branding, and leveraging LinkedIn for growth in the CPG sector.

Here’s a glimpse of what you’ll learn: 

• [2:07] Mike Levinson introduces FS Octopus and his no-BS approach to food service strategy
• [8:16] The eight tentacles of food service that offer nontraditional growth opportunities
• [15:49] The basketball analogy for CPG brands entering retail too soon
• [19:41] What separates unicorn brands like Caulipower and Liquid Death from the rest?
• [22:22] How top brands focus on emotional connection over product features in marketing
• [26:54] Mike’s daily LinkedIn strategy and what he’s learned about engaging audiences
• [33:23] An inside look at the Octopus Method and its cohort-based program for food service success

About Mike Levinson, RD:

Mike Levinson, RD, is the Founder of FS Octopus, a Colorado-based consultancy helping emerging CPG brands break into foodservice and alternative channels through strategic distribution, marketing, and channel positioning. With over 25 years of experience across foodservice and retail — from startups like CAULIPOWER to large-scale operations like Performance Food Group and Palermo’s Pizza — he brings deep industry insight. A registered dietitian by training, Mike leverages his nutrition background and extensive supply chain expertise to guide brands through the complex foodservice landscape — from universities and restaurants to hotels and military contracts. He’s also a prolific content creator and thought leader with tens of thousands of LinkedIn followers, known for his direct, no‑BS approach to channel growth.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Mike Levinson on LinkedIn
• FS Octopus
• Eric Martindale on LinkedIn
• Arshad Bahl on LinkedIn
• David Delcourt on LinkedIn
• Josh Sizemore on LinkedIn

Quotable Moments:

• “Sales will get a product on the shelf. Marketing takes it off. Brands, listen carefully.”
• “Stop playing the ocean, guys. Brands listening — start playing in lakes, rivers, ponds, and streams.”
• “Do you want me to be real with you? Or do you want me to pussyfoot around?”
• “You are renting space at a grocery store. You don’t own that space at all.”
• “Be so good they can’t ignore you. That your product and brand captivate a loyal audience.”

Action Steps: 

1. Define a hyper-specific target market: Narrowing your audience to a specific persona helps your brand stand out and target efficiently.
2. Explore alternative foodservice channels: Micro-markets, colleges, and corporate campuses are often more accessible and cost-effective than traditional retail.
3. Prioritize emotional connection over product features in marketing: Consumers buy stories and feelings — not just products — which builds stronger engagement and lasting loyalty.
4. Validate your product beyond friends and family: Real customer feedback provides objective insight into whether your product truly fits the market.
5. Invest in marketing before scaling sales efforts: Creating brand awareness first helps sales efforts succeed by generating demand and buyer interest.