202. Product Mix: Is Every Product Earning Its Place?

Adding a new product can feel like growth. But over time, new flavors, sizes, seasonal products, customer requests, and retail opportunities can quietly add A LOT of complexity to your business.

That doesn't mean you need to start cutting SKUs or events. Reassessing your mix could lead to adding a SKU or event if there's a gap...although typically we're looking at reducing or right-sizing.

It's worth periodically stepping back to ask whether each product, service, or experience you offer is still earning its place—and whether your product mix as a whole supports where your business is going.

In this episode, Clint and I walk through a straightforward three-step check I use with clients to evaluate their product portfolio. And while we talk a lot about CPG products and SKUs, the same thinking applies to services, on-farm experiences, and any other offers.

We talk about:

• Why every product should have a clear role or "job" within your business.
• The criteria you can use to evaluate individual products, from financial performance and consumer demand to brand alignment and operational complexity.
• Why an underperforming product doesn't automatically mean it's a bad product—or that it needs to get pruned.
• How adding another SKU can create complexity without creating incremental growth.
• What to look for when you step back and evaluate your portfolio as a whole, including gaps, redundancy, and consumer clarity.
• Why your product mix should reinforce what you want your brand to be known for.
• A simple place to start if it's been a while since you've taken stock of everything you offer.

The goal isn't to end up with the fewest products possible. It's to make intentional decisions about where you're investing your time, money, and attention so your product mix works harder for the business you're building.

Ready to create more clarity and take aligned action in your food business? Set up an intro call at RealFoodBrands.com.

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Have a great week – see you next Wednesday!

Katie & Clint