Abhishek Shah

Anchor Group

The Anchor Group now includes Anchor Realty and new consumer ventures.

New Ventures

DTC Experts

Co-Founder

Sharma Brands

Marketing

Psychology of Marketing

Started and scaled a media company to exit within a year.

Founder

beehiiv

Growth Marketing

Beni

Business Development

Running events for 8/9 figure DTC founders & executives.

The marketing newsletter that's based on science.

Zach Bingham

Business Development Representative

Founder @ Lumibuild - We Build Websites | Ecom Connect | CreatorCommerce | Builder | UT

leading growth @ Lunar Solar Group by day, & writing Cpgconnect.xyz by night.

ive worked across the shopify ecosystem from SaaS, to agencies, but the throughline has always been the same: commerce, content & community.

based in utah, if I’m not online, I’m skiing, biking, or training for my next competition.

Account Executive

First go-to-market Account Executive hire at Luminous. Luminous helps with Supply Chain Data Visibility From Source to Sale - Purchasing, Inventory Management, Forecasting, & More.

NRF NYC is next week.


If you’re in retail, CPG, or commerce, this week is less about the booths and more about the conversations that happen around them.

We’re hosting a few events throughout the week in NYC:

Consumer Brews with Sumeet Shah, Mike Gelb, and Merry Nebiyu:
https://luma.com/n4xalhce

NRF Happy Hour at the Lunar Solar Group office, hosted with Okendo:
https://luma.com/86yq95la

NRF Run Club:
https://luma.com/sakmjwqu

NRF Social + Expert Discussion: TikTok, Amazon, & Lunar Solar Group:
https://luma.com/c1pxjuy6

NRF After Party:
https://luma.com/77dcxcpt

We also have a few smaller, private brand events happening next week as well!

If you’re a founder, operator, or e-commerce leader building or scaling a brand and you’ll be in NYC for NRF, would love to connect.

Hit me up directly for details on the private events (Brands only).

P.S. please enjoy this action shot of me playing ping-ping with the legendary Lee last time I was in NYC.

#nrf #nyc

growth & partnerships @ lunar solar group | cpgconnect.xyz

Pretty cool to be included in this one.


Sean and the dtcmvp team just dropped The F.Y.I. (For Your Intelligence): an anonymous collection of 2026 predictions pulled from real conversations across the Shopify ecosystem. 

My take was basically this:

A lot of brands don’t lose because Shopify “can’t scale.” They stall because the infrastructure scales faster than the strategy. Shopify gives you the pipes, but growth still needs someone to find the water, connect the stack, and keep the engine moving.

If you’re in that “we’re big enough to feel the complexity” stage, you’ll probably nod at a few of these.

If you want the full read, here it is → [https://lnkd.in/gD6W46d7]

#dtc

Hello 2026.


The last couple weeks I tried to truly disconnect.

Less work, more time with friends, family, and my wife.

I wasn't perfect, but I tried to be intentional about everything I was doing.

That space gave me time to reflect on what I’m focused on and what I’m excited about this year.

First, Lunar Solar Group.

What we’re building right now is special. I genuinely believe there’s no one else connecting DTC and retail the way we are for CPG brands. The opportunity ahead this year is massive, and I’m excited to partner with brands we can truly help scale.

Second, Cpgconnect.

I’ll be testing new content formats this year and leaning even harder into building something valuable, useful, and community-driven. 

Excited for you all to see what’s coming.

The bigger theme for 2026 is simple:
→ Focus on what actually moves the needle.
→ Get more people involved.
→ Build things that help others win.

Alongside all of that, health and personal growth remain non-negotiables for me this year. 

Strong body, clear mind, consistent habits.

At the end of the day, my goal is straightforward.

→ Help people.
→ Help brands win.
→ Do meaningful work with good people.

Let’s get after it this year. Welcome back everybody.

#buildtogether

SLC brand leaders → we're hosting a dinner and want you there.


We heard from a lot of you wanting more IRL opportunities in 2026, so Lunar Solar Group is partnering with dtcmvp (Sean), Cruva (Max), and KODIF (Kelsey) to bring together operators in the Salt Lake City area.

This Thurs, January 22nd @ Valters!

be sure to send me a DM if you're interested :)

#slc #dtc

This week in CPG ↓

Brand Launches & Retail Expansion:
→ Bronco Bagels (Dropout Companies) launches nationwide at Target with high-protein breakfast bagel sandwiches
→ Loopini launches at Whole Foods Market, rolling out across the Northeast and North Atlantic regions
→ Kindling Snacks (better-for-you pretzels) + First Day roll out nationwide at Target with dedicated endcaps
→ Korean Bros goes live, entering the Korean-inspired CPG space (launched by James Seo)

Product expansion season is here:
 → GORGIE enters protein energy with a clean, protein-forward energy drink
 → Barebells (Vitamin Well Group) doubles down on beverages with RTD protein milk
 → David Protein launches Bronze, a more accessible everyday protein bar line
 → Mid-Day Squares debuts its first non-chocolate product: No Bread PB&J
 → Bloom Nutrition drops a clear protein line
 → The Coconut Cult introduces a 4 oz probiotic yogurt format
 → Sleep or Die™ launches Sleep Strips
 → Cymbiotika adds Liposomal Advanced Creatine
 → White Claw enters the N/A category
 → Mel Robbins launches protein shot brand Pure Genius Protein

Funding, deals, and cap tables:
 → NextFoods, Inc. (GoodBelly + Cheribundi) raises $10M led by ECP Growth
 → Evergreen Waffles raises $15.2M in fresh equity
 → swishables closes nearly 7-figures in seed funding
 → Jason Kelce invests in Hank Sauce
 → Ja’Marr Chase joins Flerish Hydration as an investor
 → SAUZ brings influencers onto its cap table via Bulletpitch
 → Kiss Beauty Group acquires Chillhouse
 → Vacation Inc. explores a minority stake sale
 → Squared Circles gears up to launch Amulet in 2026

Unwrapped 🎙️:

This week’s interview is w/ Jack Joseph, founder of rmbr kombucha.

From brewing kombucha in a closet to landing real retail traction, Jack breaks down why operational fluency, foodservice-first distribution, and building a clear brand universe early made all the difference.

Full breakdown in this week’s edition ↓

[https://lnkd.in/geKA6X26]

Follow Cpgconnect for daily CPG updates, brand launches, and behind-the-scenes industry moves.

#cpg #dtc #consumerbrands #founders #retail #foodandbeverage

I’ve been spending time digging into trends and momentum across CPG, and one thing is clear heading into 2026: CPG is entering its credibility era.


Here’s what’s actually working right now across brands, retail, and capital.

1. Functional clarity beats functional noise

“Better-for-you” isn’t enough anymore. The brands winning are crystal clear about what they do, when you use them, and why it matters.

Hydration, protein, energy, gut health, oral care. The winners do one job extremely well and communicate it instantly.

CURE is a good example. One outcome. Hydration that works. They scaled from there.

If it takes more than a few seconds to understand the value, you’ve already lost.

2. Strategic capital is replacing hype capital

Investors who bring distribution, credibility, and real leverage now matter more than passive checks.

More operator-led, culturally aligned capital is entering early and staying involved. Capital that helps brands win shelves and attention, not just headlines.

Slate Milk raising from proven operators is a strong signal of where things are headed.

Their $23M Series B was led by Foundership Ventures, founded by the Yasso, Inc. co-founders, Drew Harrington and Amanda Klane and joined by names like Ice Spice, Jonah Hill, Diplo, Maxx Crosby, John Wall, Hanna & Haley Cavinder, and Will Levis.

3. Retail is now an amplifier, not validation

Landing at Target used to be proof of concept. Now it’s a scale lever for brands that already work.

Retailers are rewarding fewer brands with sharper positioning, stronger repeat behavior, and clearer stories.

Magic Spoon proved demand DTC first, then used retail to amplify what was already working.

4. Beverage isn’t consolidating, it’s specializing

Instead of one crowded category, beverage is breaking into tighter use cases: hydration, energy, protein, N/A.

Athletic Brewing Co. owned a specific moment and consumer, then built from there.

The opportunity isn’t being everything to everyone. It’s owning a clear consumption moment.

5. Operations are officially part of the brand

As brands scale faster, execution mistakes show up immediately and publicly.

GOODLES scaled aggressively at retail without breaking trust because operations were treated as a brand pillar.

Operational excellence is now brand trust.

CPG is moving away from hype-driven growth toward credibility-driven scale.

The brands that win in 2026 won’t be the loudest. They’ll be the clearest.

#cpg

something I’ve been thinking about lately is the magic you’re looking for is in the work you’re avoiding.


not the busy tasks.
not the easy wins.
not the things you already know how to do.

it’s the uncomfortable work you keep pushing off.
the conversation you don’t want to have.
the decision you’re overthinking instead of making.

that’s usually where progress is hiding.
clarity shows up after action, not before it.

if this week felt stuck, there’s probably a reason.
do the hard thing before you log off today.

#dothework #consistency

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The Battle

Abhishek Shah

Zach Bingham

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The Battle

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Zach Bingham

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Zach Bingham's LinkedIn Performance

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