The CPG Guys – "Exceptional Customer Engagement with Kellanova’s Joe Mueller"

Date: December 12, 2025
Guests: Joe Mueller, VP of Industry & Customer Engagement, Kellanova
Hosts: Peter V.S. Bond & Sri Rajagopalan

Episode Overview

This episode dives deep into how CPG brands and retailers can create purposeful, long-lasting customer engagement in an industry transformed by digital behaviors, omnichannel shopping, and rapid technology innovation—including AI. Joe Mueller, drawing on over 33 years at Kellanova, shares approaches to building collaborative, future-focused relationships with retailers and industry associations, and creates a compelling case for reimagining the entire CPG value chain around consumer experiences, not just transactions.

Key Discussion Points & Insights

1. Joe Mueller’s Role at Kellanova & His Day-to-Day (05:10–07:15)

• Joe describes his remit as VP of Industry and Customer Engagement:
  • Purposeful, strategic collaboration with retailers rather than just transactional interactions.
  • Working with industry associations (e.g., FMI, NGA, CGA) and curated retailer events to rethink engagement.
  • Focus on “How might we be different?”—the idea that brands must bring new thinking to the table.
• Notable Quote:

  "Every single retailer...wants a longer range plan. They want suppliers to come talk to them about how you help us with trips and households and baskets, how do we be different?"
  (B, 06:19)

2. Understanding the Food Marketing Institute (FMI) & Industry Associations (07:15–08:45)

• Joe explains what FMI and similar associations do:
  • Convene retailers and suppliers to address big industry topics.
  • Enable strategic, often annual, planning to anticipate future trends.

3. White Paper Inspiration: The Shopping Experience & Changing Retail (11:43–14:37)

• Joe authored a white paper for MMR, discussing the transformation in grocery shopping.
• Key Insight:
  • Shoppers increasingly seek experiences (e.g., Trader Joe’s, Lowe’s Foods) rather than just transactions.
  • The notion that, “The grocery experience has become a sought-after experience...people want to enjoy shopping for groceries.”
    (B, 14:21)

4. Major Drivers of Shopper Behavior Shifts (15:02–17:07)

• Covid accelerated new behaviors: omnichannel, use of AI (ChatGPT), meal inspiration via digital tools.
• Convenience drives multichannel shopping habits; consumers have higher expectations for personalization, relevance, and ease.
• Technology enables cherry-picking and threatens retailer loyalty.

5. The Rise and Future of Last-Mile Platforms (17:07–19:13)

• DoorDash, Instacart, and Uber Eats are becoming integral to grocery, especially for convenience and impulse needs.
• Joe expects continued growth and platform evolution, allowing more curated, suggestive selling.

6. Moving from Transactional to Experiential: Solutions Over Displays (19:13–25:54)

• The old model: CPG brands focus on in-store “displays” to move units.
• Joe’s reframe: Replace “display” with “experience.” Build solutions and occasions (e.g., watch party baskets) appealing to real shopper needs, often in partnership with other brands and retailers.
• Notable Quote:

  "What if we reframe that and use the word experience every time you said the word display...that’s the biggest takeaway for me."
  (B, 21:06)

• Multi-manufacturer, cross-category partnerships are essential for growth.
• AI and digital tools (like ChatGPT) are reshaping list-building and value-seeking.

7. Co-Creation and Joint Value Creation (25:54–31:19)

• The move from traditional JBPs (Joint Business Plans) to “joint value creation,” focusing on ideation, co-creation sessions, and cross-functional collaboration—even with private/own brands.
• Courage required: Facilitate meetings not centered on immediate transactional asks, but on 1–3 year collaborative workstreams.
• Notable Quote:

  "At the very end we got the comment that this was probably the best meeting they've attended in the last five years because it was more about ideation and creativity."
  (B, 27:35)

8. Balancing Quarterly Needs with Decade-long Vision (31:19–33:58)

• Kellanova’s approach: Build for “the quarter and the decade.”
• Team needs to think about how consumers—now and 3 years from now—will want to shop.
• “Everything that we sell is through a retailer...we have to partner with our great partners.” (B, 33:24)

9. Essential Skills for Future CPG Commercial Leaders (33:58–37:30)

• Leaders must:
  • Be honest and realistic about how products are actually used.
  • Be open to basket data and cross-category synergies (e.g., pet treats and human treats).
  • Break down silos—inspire collaboration between departments and with external partners.
  • Embrace ongoing, courageous conversations outside cookie-cutter structures.

10. The Power of Small Experiences: Loyalty Case Studies (37:30–39:35)

• The Starbucks “pup cup” and Costco hot dog as memorable loyalty-building experiences.
• Notable Quotes:

  "The loyalty my family has to Starbucks because of the silly pup cup is big...it drives behavior, trips, traffic, all for some whipped cream in a little cup."
  (B, 37:53)

11. The Future: Challenges & Excitements (39:43–44:26)

• Excitement: New consumer expectations, cultural blending, and the need to “build the plane while flying it.”
• Challenge: The speed of change vs. the inertia of traditional retail structures.
• The future demands collaborative, technology-driven, shopper-centric thinking.

Notable Quotes & Memorable Moments

• "What if we reframe that and use the word experience every time you said the word display...that’s the biggest takeaway for me."
  — Joe Mueller (B), 21:06

• "Building the plane while we're flying it."
  — Sri Rajagopalan (C), 45:26

• "Everything that we sell is through a retailer, right? ...We have to partner with our great partners and the retailers that are there."
  — Joe Mueller (B), 33:24

• "The pup cup is an experience, right? ...That's a great example. The Costco hot dog. That thing’s come out a number of times that drives loyalty."
  — Joe Mueller (B), 37:53–39:29

Timestamps for Key Segments

• 05:10 – Joe’s Role & Day-to-Day at Kellanova
• 07:15 – Explanation of FMI & Association Engagement
• 11:43 – Joe’s White Paper on Shopping Experience
• 15:02 – Drivers of Shopper Change Post-Covid
• 17:07 – Last-Mile Delivery Disruption
• 19:13 – From Displays to Experiences, Cross-Manufacturer Solutions
• 25:54 – Joint Value Creation and Real Retailer Collaboration
• 31:19 – Planning for the Quarter and the Decade
• 33:58 – Future Skills for CPG Leaders
• 37:30 – Loyalty Through Small Experiences (Starbucks, Costco)
• 39:43 – The Future: What’s Exciting, What’s Daunting
• 44:59 – Peter & Sri’s Final Takeaways

Takeaways

• Reframe displays as experiences: Brands and retailers must co-create not just sales opportunities but memorable experiences that build shopper loyalty.
• Joint value creation is the new normal: True win-win requires letting go of purely transactional thinking, and investing in creative, longer-term collaborative partnerships.
• Embrace ongoing transformation: The industry is "building the plane while flying it"—there are no playbooks from the past for today's digital, occasion-driven, AI-powered marketplace.

Episode Tone

Richly conversational, candid, and future-focused. Joe offers wisdom from decades in the industry, but is highly forward-leaning, emphasizing humility, curiosity, and action. The hosts bring energy, industry camaraderie, and a touch of humor, keeping the discussion accessible and engaging.

"We have to be humble enough not to force-fit playbooks made in the 80s and 90s into 2026…we're building the plane while we're flying it."
— Sri Rajagopalan (C), 45:26