Mike Levinson On Food Service & Alternative Channels For Emerging Brands

Mike Levinson, RD, is the Founder of FS Octopus, a Colorado-based consultancy helping emerging CPG brands break into foodservice and alternative channels through strategic distribution, marketing, and channel positioning. With over 25 years of experience across foodservice and retail — from startups like CAULIPOWER to large-scale operations like Performance Food Group and Palermo’s Pizza — he brings deep industry insight. A registered dietitian by training, Mike leverages his nutrition background and extensive supply chain expertise to guide brands through the complex foodservice landscape — from universities and restaurants to hotels and military contracts. He’s also a prolific content creator and thought leader with tens of thousands of LinkedIn followers, known for his direct, no‑BS approach to channel growth.

In this episode…

Most emerging food and beverage brands chase retail, only to hit roadblocks like slotting fees, chargebacks, and stiff competition from private labels. With limited budgets and crowded shelves, they often overlook more accessible, scalable opportunities. So how can CPG brands grow without getting lost in a sea of sameness? 

Mike Levinson, a seasoned CPG sales strategist and food service expert, encourages brands to focus on nontraditional growth channels. He lays out a clear framework for thriving in food service through eight alternative “tentacles,” including convenience stores, micro-markets, college campuses, and corporate pantries. He emphasizes refining target markets to the niche level, building emotional brand connections through social media, and establishing traction in smaller markets before chasing national distribution. Mike also shares how his new cohort-based Octopus Method helps brands navigate these channels efficiently, with fewer risks and better outcomes.

On this episode of the Firebelly Social Show, Duncan Alney talks with Mike Levinson, Founder of FS Octopus, about how emerging brands can win outside of traditional retail. Mike explains why most brands fail in retail, how to build distribution through alternative food service channels, and what makes a product truly market-ready. He also discusses hyper-specific audiences, the role of emotional branding, and leveraging LinkedIn for growth in the CPG sector.