Values over Volume: Why Big Spoon Roasters is Breaking up with Big Grocery

After a decade of national growth, Big Spoon Roasters made a decision that has the CPG industry talking: they're walking away from Whole Foods, UNFI, and other national grocery chains. But this isn't a story about failure – it's about what happens when a good food brand chooses values over volume.

In this episode of The Good Food CFO podcast, we dive into the pivot that has founders across the industry applauding. Discover why this prestigious nut butter brand is saying goodbye to national distribution despite consistent growth, and how AI-driven pricing systems, automated forecasting, and erroneous chargebacks factored into their decision.

You’ll hear about:

The hidden costs of "making it" in national grocery
The moment that made them say "enough"
How letting go of revenue might lead to higher profits
What this means for the future of craft food brands

Whether you're a founder dreaming of national distribution or already navigating its challenges, this episode pulls back the curtain on one of the industry's biggest myths: that more stores automatically mean more success.

Get the story straight from Big Spoon Roasters:

A Spoon in the Road: Why We’re Breaking Up with Big Grocery

Join The Good Food CFO Community:

Connect on LinkedIn: @sarahdelevan

Watch on YouTube: @thegoodfoodcfo

Become a Member: BABOYOT