Nemawashi

M&A Advisor

IBM Global Business Services

Management Consultant

Kevin Marra

Seth Waite

Partner at Schaefer / Buyer Psychology for Food & Beverage Brands

I study why people buy what they buy. 🥣

As a Partner at Schaefer, I decode the psychology behind consumer decisions in the food & beverage industry. My obsession? Understanding the invisible forces that make someone choose Poppi over 20 other soda brands, or why they'll pay $12 for artisanal ranch dressing.

Started at Sam's Club at 25, running digital strategy for grocery. That's where I discovered the magic number: show someone 7 ways to use a product, and the purchase barrier collapses. We weren't selling chicken. We were selling confidence.

Now I help brands understand what their customers actually want (hint: it's rarely what you think).

My approach is simple: Watch real behavior. Question everything. Find the job your product actually does. Because your competition isn't the brand next to you on the shelf - it's whatever solves the customer's problem faster.

I write daily about:
→ Buyer psychology patterns that drive billion-dollar brands
→ Why some products become movements while others just take up shelf space
→ The hidden strategies behind brands like Oreo ($3B), Reese's ($2.7B), and Fairlife ($6.2B)
→ Real stories from the grocery aisles that reveal how people actually shop

If you're building a food or beverage brand and want to understand your customers better than they understand themselves, let's talk.

Because sometimes your billion-dollar idea isn't your main product. It's the thing customers keep asking for that you're not paying attention to.


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Non-businessy stuff →

• I live in St. Louis and love the outdoors, basketball, and reading all kinds of books
• I’m a serious foodie and built a food influencer account with more than 1 million followers
• My wife and I have 3 beautiful, kind children whom we love to spend time with

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Thanks for stopping by.

Founder & CEO |  Exit Coach

I help business owners grow and sell their businesses with no regrets.

Seth Waite 🥣

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Kevin Marra

Seth Waite 🥣

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