Paul Jarrett: From CPG Founder To Fulfillment Owner
For many growing CPG brands, scaling into retail and distribution feels like navigating a maze of fees, delays, and unclear expectations. Traditional logistics partners often lack transparency, and founders wonder if there’s a better, leaner way to get their products into stores and customers’ hands. Is there a more strategic and founder-friendly way to build your brand’s fulfillment strategy?
Paul Jarrett, a seasoned logistics innovator, offers a radically honest approach to solving these issues. He advocates bypassing traditional distributors by selling directly to retailers on a store-by-store basis, giving brands more control and reducing risk. He emphasizes building long-term partnerships by being transparent — even when it costs short-term business. Paul also shares how product-channel fit, channel-specific offers, and leveraging local retail programs can empower small brands to grow strategically without overextending.
In this episode of the Firebelly Social Show, Duncan Alney talks with Paul Jarrett, CEO and Co-founder at Bulu, about how emerging brands can scale logistics without the headaches. Paul shares his cut-the-ship philosophy, how EOS helps him work successfully with his spouse, and how direct retail strategies can outperform traditional distribution. He also discusses crafting memorable brand messaging, parenting lessons from entrepreneurship, and redefining personal success post-startup grind.
Here’s a glimpse of what you’ll learn:
[1:46] Paul Jarrett discusses building Bulu to help brands ship like the big players without the headaches
[7:18] Why integrity and long-term relationships beat short-term wins
[10:28] How co-founding with his spouse shaped Bulu’s culture and success
[12:18] Raising $1.5M in 67 days — how the Bulu Box idea took off
[18:45] Using EOS to align roles in business and marriage
[20:34] Paul explains why traditional distribution models don’t work for every CPG brand
[26:12] Selling directly to retailers store-by-store as a retail growth strategy
[27:38] How simplifying responsibilities helped Paul reclaim time and mental clarity
About Paul Jarrett :
Paul Jarrett is the Co-founder and CEO of Bulu, a logistics company specializing in complex fulfillment solutions for consumer packaged goods brands. Before founding Bulu in 2012, he held marketing leadership roles at companies such as Complete Nutrition and Neebo. Paul's innovative approach to logistics has led Bulu to partner with major brands like Disney, Clorox, and GNC. He is also a former Division I football player at Iowa State University and a recipient of the Pipeline Entrepreneurs' Innovator of the Year award.
Resources Mentioned in this episode
Quotable Moments:
“You might not like Amazon, but if your sales are coming from there, really dissect why.”
“We are what we wished existed when we first started.”
“A founder with a little bit of fire in their belly is really our best client.”
"We just want to help brands ship like the big players without the big brand headaches."
“There's a reason that we're able to land Disney, Clorox, GNC — and that's us working together.”
Action Steps:
Be radically transparent with clients: Honesty about what will and won’t work builds long-term trust and drives sustainable growth.
Bypass traditional distributors when possible: Selling directly to retailers reduces costs and gives brands more control over the customer experience.
Tailor product offerings by sales channel: Differentiating SKUs for Amazon, DTC, and retail helps maximize performance in every market.
Define clear roles with your co-founder or team: Establishing accountability and agreements ensures smoother operations and preserves relationships.
Limit your focus to your zone of genius: Delegating and simplifying your workload preserves mental clarity and improves business outcomes.