I'm a huge proponent of having the data starting day one, you know, starting day zero, if you can,

because it's just really, really helpful to understand where the category is today, where it's going, or where

you think it's going, where it has gone over the last several reporting periods, who the competition

is, what they're up to. All those things are really important as you craft your story,

you craft your narrative of why you as an emerging brand deserve to be on shelf. And so I think

if you can get your hands on the data, the sooner the better.

Of course, I know that's not always a practical answer because the cost of data is expensive

and you can get inside some more efficient ways, albeit with smaller sample sizes.

But I would say, as soon as you can get your hands on it, the better it is.

Welcome CPGers and anyone who's data curious to a mini episode of a startup CPG podcast about data.

As many of you know, one of our closest partners at startup CPG is Nielsen IQ and their product, Biser.

I actually used to be the head of analytics at a food tech company, and I always thought that Nielsen IQ was the best partner for merging brands because they have great coverage, they have accessible price points on piecemeal data, and especially through their product for emerging brands called Bizer. So with startup CPG, you can actually get three free reports from Bizer. You could get velocity on your own brand or competitors in a

channel or even at a particular retailer like Whole Foods. You could see what brands have grown

or shrunk the fastest and so much more. Check the show notes for the link on how you can get those

three free reports. And in today's episode, I wanted to highlight how one brand, Fourth and Heart, actually uses

the Biser data. So I'm very pleased to welcome Max Dichter, their CEO, and Jamie Wyn,

the director of finance and strategy. We're going to talk through their data journey and all

of the insights and what it's done for their business. All right, let's get into it.

Hello, everyone,

here we go. So if you haven't heard of them, Fourth and Heart is the largest and fastest growing ghee company in the U.S. They are nationally distributed in over 12,000 stores. They're on a mission

to shine light on the simplicity and superiority of ghee in a crowded world of basic butter.

So my friend Max joining us today is their CEO. He is a total profitability whiz with deep

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