Building a CPG Brand? Why People Can't Get Enough of These Plant-Based Products | Jodi Scott (MU Classic)

From backyard-grown herbs and screen doors used as drying racks to national retail shelves, Jodi Scott’s journey with Green Goo is a masterclass in building a mission-driven CPG brand! In this episode, host Brien Gearin sits down with the co-founder and CEO of Green Goo to unpack how they set out to “reinvent first aid” with plant-based solutions that actually work — earning passionate customer stories, scaling into major retailers (including the Army & Air Force Exchange), and adapting fast when the market wasn’t ready for “plant-based” a decade ago. Jodi also shares the behind-the-scenes reality of hypergrowth, navigating financing and forecasting, surviving the retail shutdown during COVID by ramping DTC, and the hard-earned mental fitness practices that helped her buy the company back and rebuild after a failed partnership nearly wiped everything out!

(Original Air Date - 3/2/26)

What we discuss with Jodi:

+ Reinventing first aid

+ Plant-based + high efficacy

+ Backyard-to-kitchen production

+ Farmer’s market validation

+ Customer stories (eczema, wounds)

+ Launching a website to reorder

+ Retail expansion learning curve

+ Army & Air Force Exchange pitch

+ COVID pivot to DTC + Amazon

+ Selling, losing, buying back the brand

Thank you, Jodi!

Check out Green Goo at GreenGoo.com.

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