When Growth Bleeds Cash: A Cautionary Tale from Food & Beverage

The Business Emergency Room: For Leaders Facing Volatility, Uncertainty, Complexity & Ambiguity (VUCA)

Scaling looks like success, until your product hits every shelf and you’re still bleeding cash.

In this episode, Maartje van Krieken talks with food and beverage strategist Debbie Wildrick about what really happens when growth gets ahead of structure. With decades of experience across the CPG world, from startup brands to overseeing billions in retail at 7-Eleven, Debbie has seen firsthand how companies unravel behind the scenes. What causes a business to stall even after it secures funding, distribution, and shelf space? Why do so many founders miss the early signs of a CPG breakdown?

Debbie shares stories that highlight just how fragile scaling can be, including one where a CEO was removed after failing to calculate basic production costs. They dig into the operational blind spots that often go unchecked, the assumptions that break business models, and the moments when a solid business continuity plan can mean the difference between recovery and collapse.

If you’ve ever wondered whether your growth is built to last or felt like things are moving fast but something’s off, Debbie and Maartje’s discussion will help you step back and take a harder look at what’s really going on under the surface.

Episode Breakdown:

00:00 Scaling Chaos in the CPG World

03:04 Costly Mistake: Miscalculating Production Costs

05:24 Why Your Business Model Is Breaking Down

08:38 The Hidden Costs Killing Margins

12:39 When Retailers Drop You Without Warning

17:57 Data Without Action Isn’t Strategy

19:36 Why Founders Struggle to Ask for Help

25:16 Signs It’s Time for Outside Support

27:01 Still Bleeding Cash After Growth?

Links

Connect with Debbie Wildrick:

https://www.linkedin.com/in/debbiewildrick/

https://www.debbiewildrick.com/

Debbie is a sales, marketing, and operations executive and channel strategy specialist in the consumer packaged goods industry with 30+ years’ experience. She brings a wealth of knowledge in getting products to the consumer in today’s marketplace having experience in retail and consumer marketing as well as sales in all food market channels including grocery, c-store, foodservice, drug, club, mass, nutritional and e-commerce. She has had leadership roles at Fortune 500 companies including 7-Eleven, Inc. and Tropicana North America (Pepsico), recently EVP/Global Sales for HempFusion, President of Frey Farms Beverage Division, as well as executive positions with several early-stage brands. She Cofounded and was Chief Strategy Officer for MetaBrand, working with 100’s of early to mid-stage brands helping them navigate their launches in all aspects of business. She served as a Board Member for ten years for the Network of Executive Women

Connect with Maartje van Krieken:

https://www.linkedin.com/in/maartje/

https://www.thechaosgamesconsulting.com/

https://maartjeturnschaosaround.substack.com/

Host Maartje van Krieken is a crisis strategist and decision-making expert who thrives in high-stakes business environments. Combining disaster management training, hands-on experience in global industries, and leadership skills honed as a seasoned sailor, she helps businesses navigate chaos with precision. Whether tackling transformation, scaling challenges, or leadership bottlenecks, Maartje delivers actionable insights to turn turbulence into traction.

Podcast production and show notes provided by HiveCast.fm