VDriven Consulting: Helping values-driven CPG brands grow and thrive
- KLS
- 3 days ago
- 7 min read
For the 222nd feature of our "Together Talks" campaign, we collaborated with VDriven Consulting and Vice President of Brand Management and Business Development, Wade Yenny. Vdriven was born out of a deep passion for supporting purpose-driven founders who are determined to make the world a better place through their companies and products.
Today, they partner with CPG brands and manufacturers in the natural food industry to help them realize their full potential. By offering a holistic, strategic view of the business, they support growth across key areas like sales and brand management, deduction recovery, operations, data analytics, marketing, and go-to-market strategy.
Their team brings together decades of industry experience, strong retail relationships, and a collaborative, hands-on approach to guide brands through each stage of growth—from launch to scale.
"Together Talks" feature # 222: VDriven Consulting presented by KLS - Your Trusted Shipping Solutions In The USA
How does the company's experience help guide other brands from potential pitfalls? What is your why?
Story of how it was created?
Our company was founded by our CEO, Luke Abbott, whom I report to. Luke worked his way up in distribution and eventually owned a distribution company that serviced accounts nationwide. He later sold that company to a larger distributor called KeHE and spent time there as a senior leader, helping manage the integration during the transition.
From there, he went on to serve as president of Jimbo’s Naturally, a natural foods chain in San Diego that currently operates four stores and continues to grow. After that experience, Luke decided to start VDriven. Initially, the company was formed as an investment vehicle focused on plant-based foods.
At the time, plant-based was booming, and from an investment perspective, it looked very strong. As he became more involved, he quickly realized there was a larger opportunity to help brands grow within the retail space. That realization led to a pivot, setting the company on the path to where we are today.
Today, we are a full-service sales and brand management organization. We provide accounting services, deduction management, and consulting for brands. While the company started as an investment platform, responding to market needs ultimately shaped it into the business we operate today.
What separates you from your competition?
We operate in the same space as other sales agencies or brokers, representing brands from a sales perspective. In many cases, we work collaboratively with a brand’s internal sales team or function as their sales team.
What differentiates us is our focus on the natural, organic, and specialty retail channel. We are not trying to be everything to everyone. We do not work with retailers like Walmart, Costco, Target, or Kroger. Instead, we focus specifically on retailers such as Sprouts, Whole Foods, and Erewhon.
That clear focus gives us a very defined lane. Additionally, because we are a relatively small organization, we are nimble and highly hands-on. There is a personal touch to what we do that larger organizations often cannot offer.
What types of companies make a good fit?
We work best with brands that are humble, open, and receptive to feedback. I often say that no one likes being told their baby is ugly, but sometimes we have to deliver difficult feedback after presenting a product to a buyer.
From a size standpoint, we work with brands ranging from pre-revenue to eight-figure businesses. It really depends on their needs and whether they operate within the natural and organic channel we serve.
That applies specifically to our sales services. On the deduction management side, we work with very large brands across multiple channels, since deductions are so prevalent in retail today. That service allows us to recover funds regardless of channel.
Ultimately, whether a brand is a good fit depends on which service they need.
What have been the biggest challenges?
I have been with the company for about a year and a half, so I can only speak to what I’ve seen during that time. From an investment standpoint, the environment has changed significantly.
Four or five years ago, capital was readily available. Brands were raising money easily, investors were spending aggressively, and innovation was booming. Today, investors are more cautious and are looking for profitability much sooner than they were in the past.
That creates challenges for brands, especially in CPG, which is already a difficult space. Shortened profitability runways increase pressure, even though CPG is not typically a fast path to shelf.
Another ongoing challenge is the turnover within retail organizations. There has been significant change among category managers, whether through role changes or departures. That can disrupt progress, especially when you are close to securing shelf placement and suddenly have to rebuild relationships from scratch.
Goals for upcoming year + Next phase of the company?
As we approach the end of the year, our primary goal is sustainable growth for both our company and the brands we represent. Growth can happen quickly, but the key question is whether it is sustainable from a personnel, financial, and execution standpoint.
That same philosophy applies to our brands. We want to help them grow in a way that is sustainable and, ideally, profitable over the long term.
We also plan to continue expanding the services we offer and strengthening our leadership position within the spaces we operate. On the consulting side, we have worked on large-scale projects, including initiatives with the Consulate of Spain, and we are looking to continue and expand those efforts where it makes sense.
What were your concerns to transition?
I have over 20 years of experience in category leadership, serving as a buyer, category manager, director, and senior director. My last role before joining the company was Vice President at The Fresh Market, where I oversaw merchandising and assortment decisions.
I had spent my career immersed in retail, and while I loved that experience, I missed the hands-on work I did earlier as Director of Grocery at Jimbo’s Naturally. With only four stores, I was deeply involved with brands at an early stage and truly helped them grow.
Moving to a 170-store chain across 22 states was rewarding, but it shifted my role toward managing teams rather than working directly with brands. When I decided to make a change, I knew I wanted to return to working closely with brands. This opportunity allowed me to reconnect with that passion, and it has been a fantastic fit.
What do you appreciate the most about your position?
I oversee brand management and business development, which really comes down to relationships. Whether working with prospective clients or existing partners, my role is centered on building and maintaining connections.
On the business development side, I speak daily with brands looking for help. I get to hear their stories and determine which of our services might be the best fit. Even when we are not the right fit, I still feel I am helping in some way.
On the brand management side, I work closely with existing clients on strategy, whether that involves getting onto shelf, staying on shelf, or optimizing promotions and planning to ensure success with retailers.
How does the company's experience help guide other brands from potential pitfalls?
One of the consulting services we offer is something called a deep dive, which is a three-hour session with our team, typically including our founder and CEO, Luke. These sessions allow us to get into the weeds with a brand to help avoid costly missteps.
Every deep dive results in learning that can potentially prevent brands from spending tens of thousands of dollars in the wrong places. That is one of the ways we help brands avoid detrimental decisions.
A common mistake we see is brands wanting to go big and fast. Our role is often to slow things down, evaluate whether an opportunity truly makes sense, and understand that not every retail door is a good door. Walking through the pros and cons is a critical part of what we do.
What is your why?
My “why” has always been working with brands and watching them succeed. During my 20 years on the buying side, I took great pride in seeing brands grow, especially those I supported early in their journey.
There is something incredibly gratifying about watching a brand evolve and knowing you played a small role in that success. Now, I get to experience that again in a different way by helping brands strategize and prepare for success at retail.
Each win, each buyer yes, feels meaningful. While the brand and its founders do the heavy lifting, contributing in any way to that success is deeply fulfilling.
Do you have a moment that brings you the most joy?
One moment that stands out occurred during my first few months with the company, when we held our quarterly in-person leadership meeting. We are a fully remote organization with team members across the globe, so gathering in person is a big deal.
Spending two full days together, strategizing and planning for the future, was incredibly meaningful. Seeing everyone beyond a computer screen and collaborating in person made that experience especially memorable.
Piece of Advice
Everything comes back to relationships. I often joke that in CPG, instead of six degrees of separation, it’s more like two or three.
My goal throughout my career has always been to leave organizations better than I found them, and relationships are a huge part of that. I always tell people not to burn bridges, because you may need to walk back across them.
You can change roles, locations, or careers, but relationships endure. Continue nurturing the ones that matter, and don’t hesitate to reach out to people who played an important role in your journey.
Over the past several years, I’ve lived in four different states, and rarely a week goes by without some form of communication with people from each place. To me, relationships are where everything starts and ends.
Community Callout
In Closing
KLS wants to thank VDriven Consulting and Vice President of Brand Management and Business Development, Wade Yenny, for today's "Together Talks" feature. Follow along for their journey with their social handles below!