Brave Commerce Podcast Summary: Sargento’s Erin Price on Long-Term Growth, Category Leadership, and Consumer-Centric Innovation

Release Date: June 3, 2025

In this insightful episode of Brave Commerce, hosts Rachel Tipograph and Sarah Hofstetter engage in a compelling conversation with Aaron Price, General Manager of Consumer Products at Sargento. The discussion delves into Sargento’s enduring success as a family-owned business, their consumer-centric strategies, innovative product developments, data-driven decision-making, talent acquisition in Wisconsin, and the essential skills for future leaders in the consumer packaged goods (CPG) industry.

1. Family Leadership and Long-Term Growth Strategy

Aaron Price opens the dialogue by highlighting the unique advantages of Sargento’s family ownership. He emphasizes that the company’s long-term vision is a cornerstone of their sustained success.

“This is a family that is not focused on kind of the short term gains, making money, getting out. They really take seriously their commitment to the categories that we play in, to our retail partners, to the communities that we're in.”
[04:04]

Aaron explains that the enduring commitment to long-term sustainability, rather than seeking immediate profits, has allowed Sargento to invest thoughtfully in production capabilities, employee development, and product innovation. This approach ensures growth not just for Sargento, but for the entire dairy category, benefiting partners, suppliers, employees, and communities alike.

2. Sargento Family Promise: Building Consumer Trust

The conversation transitions to Sargento’s latest brand initiative, the Sargento Family Promise, which focuses on fostering consumer trust and transparency.

“Our tagline is, you have our word on it, you have our name on it. And so we're really trying to, in this era of fake news, and what do you trust and what's real... at least you can trust that the cheese that you love, it's going to deliver what you want for you and your family.”
[06:17]

Aaron discusses how younger consumers increasingly value knowing the origins of their food and seek assurance of quality and authenticity. By showcasing the family-led nature of the business and committing to high-quality, natural products without compromises, Sargento aims to build deeper trust with their customer base.

3. Navigating Consumer Behavior and Dietary Trends

Erin Price probes deeper into the fluctuating trends within the dairy industry, particularly the oscillation between plant-based alternatives and traditional dairy products.

“It feels like dairy's back. You know, there's obviously people within the presidential office who are also endorsing dairy. Hopefully only can mean good things for Sargento.”
[08:37]

Aaron acknowledges the cyclical nature of food trends but points out that cheese remains a beloved staple, making dairy relatively resilient. He shares an interesting statistic:

“An interesting fact that I just heard the other day is on average, a consumer will eat 42 pounds of cheese in a year.”
[09:03]

He elaborates on how Sargento proactively responds to consumer insights, such as the demand for less processed foods, by innovating products like the 100% Natural American Cheese Slice. This product development was driven by consumer feedback seeking high-quality alternatives to traditional processed cheese slices, ensuring Sargento meets evolving preferences without chasing fleeting trends.

4. Leveraging Data for Consumer Insights

The discussion shifts to the challenges and opportunities presented by the abundance of consumer data available today.

“You can get so much more data now than you ever have before... the trick is really digging through all of that and finding the signal and ignoring the noise.”
[10:42]

Aaron outlines the diverse data sources Sargento utilizes, including traditional metrics from agencies like Nielsen and innovative real-time feedback mechanisms that capture consumer sentiments in-store or via mobile devices. He stresses the importance of filtering vast amounts of data to extract meaningful insights that drive strategic decisions, ensuring that Sargento remains aligned with genuine consumer needs rather than transient fads.

5. Recruiting and Retaining CPG Talent in Wisconsin

Sarah Hofstatter raises a pertinent question about Sargento’s efforts to attract top CPG talent to Wisconsin, a region not typically recognized as a major metropolitan hub for such professionals.

“How do you get outside to really recruit strong CPG talent? I'm thankful I'm in the New York area...”
[13:53]

Aaron candidly acknowledges the challenges but attributes their success to the company’s strong family culture and long-term focus. He explains that once potential employees experience Sargento’s passionate environment and commitment to employee well-being, many are persuaded to relocate. Additionally, Aaron extols the virtues of Wisconsin, describing it as a beautiful and welcoming place to live, which further aids in attracting talent.

6. Essential Skills for Future CPG Leaders

The conversation progresses to discuss the critical skills aspiring CPG leaders must cultivate to thrive in a dynamic industry.

“Having a general manager, whether you have that title or not, being able to act as though you own the business...”
[16:57]

Aaron emphasizes the importance of ownership mentality, effective communication, and the ability to prioritize strategically. He uses the metaphor of “big rocks and sand” to illustrate the necessity of focusing on impactful initiatives while minimizing distractions. Additionally, he highlights the need for agility and adaptability to keep pace with rapidly changing consumer behaviors and market conditions.

7. The Bravest Thing: Embracing Change and Growth

In a lighter yet meaningful segment, Aaron shares a personal story illustrating his bravery and the importance of stepping outside one's comfort zone.

“At 21, sort of did that accidentally. Looking back now, it was a brave thing to do and it's something that really has impacted my life moving forward.”
[18:48]

Aaron recounts his experience moving from small-town Wisconsin to Manhattan for a college internship. Overcoming initial fears and unfamiliarity, he navigated the bustling city life, which profoundly influenced his personal and professional growth. He encourages others to seek diverse experiences to foster empathy and expand their perspectives, underscoring that such bravery leads to significant personal development.

Conclusion

The episode concludes with Aaron affirming Sargento’s ongoing growth and openness to new talent, followed by a reflection on the value of stepping beyond one’s usual environment to achieve personal and professional growth. The hosts wrap up by directing listeners to additional episodes and encouraging reviews and shares.

Key Takeaways:

• Long-Term Vision: Sargento’s family ownership fosters sustainable growth and category leadership by prioritizing long-term strategies over short-term gains.
• Consumer Trust: Initiatives like the Sargento Family Promise build deep consumer trust through transparency and commitment to quality.
• Data-Driven Insights: Effectively harnessing diverse data sources is crucial for understanding and responding to genuine consumer needs.
• Talent Acquisition: A strong, family-oriented company culture and the appeal of Wisconsin’s quality of life are pivotal in attracting top CPG talent.
• Future Leadership: Aspiring leaders must develop ownership mentality, strategic prioritization, effective communication, and adaptability.
• Personal Growth: Embracing new experiences and stepping outside comfort zones are essential for personal and professional development.

This episode of Brave Commerce offers valuable insights into how a storied family business like Sargento navigates the modern eCommerce landscape by staying true to its roots, prioritizing consumer-centric innovation, and fostering a culture of growth and adaptability.