Helping healthy brands get their products onto more store shelves

with proven actionable insights and strategic solutions that grow sales.

Dan Lohman

Natural Industry Strategic Advisor

“Listening to a half a dozen of your podcasts with the breadth of them being as many as they are, you can listen to half of those and get an MBA in entrepreneurship”

-Scott Jensen, CEO of Rhythm Superfood and Stubbs Legendary BBQ Sauce


“Dan and I talk about what retailers and shoppers really want, how to get your brand on the shelf, market changes, insights, trends, small brands and the future of the CPG industry!”

“Always a great time and discussion with Dan!!!! One of the smartest most intuitive natural food leaders in the industry – thanks for having me on!” 

– Phil Lempert, CEO Consumer Insight, The Lempert Report, SupermarketGuru,, Spoon Guru, host USFRA’s Farm Food Facts podcast


“Scaling mission-based brands takes a specific playbook. Brand Secrets And Strategies podcast sheds light on getting to shelf … it’s working for HonestTea and BeyondMeat”

-Seth Goldman

If you’re a natural brand, you’re in the right place.


This site has a TON of valuable content and insider secrets
that could literally take you weeks to explore.

It’s a site roadmap to help you find exactly what you’re looking for


  Increase sustainable sales

  Improve distribution and reduce out-of-stocks

  Implement efficient inventory forecasting

  Reduce wasted promotional spending

  Leverage broker/distributor relationships

  Create a compelling retailer sales story

  Grow shopper loyalty

  Identify incremental opportunities

  Make sense of the data maze

  Profit from big brand strategies

  Save valuable time and money

Hi, I’m Dan Lohman.  I provide actionable insights and strategic solutions to innovative and disruptive brands seeking a significant competitive advantage. With over 25 years of experience as a category management expert, speaker, trainer, author and industry thought leader, I am passionate about Empowering Brands and Raising The Bar. 









contracted services





What Clients Are Saying About Us

(to view more testimonials click here) 

I have known Daniel for many years and have been impressed with not only his analytical abilities but the forthright and honest way that he approaches his life and his job. Daniel exhibits a keen insight & understanding of the various components of the grocery & natural/organic business and can offer alternatives to a go to market strategy.

Lonn Whitmill – Division Manager , Pacific Natural Foods

Daniel is the foremost expert in brand building in today’s marketplace. Daniel’s common sense approach to helping all companies from small to large become successful in a sound process. Daniel provides passion and intelligence to ensure your success in every retail format. 

Daniel provides sound strategies to guide your brand for increasing, profitable sales. I’ve been a follower of Daniel’s for years, I feel his process makes sense in today’s competitive business environment.

Michael J. O’Donnell – The Belmullet Food and Beverage Group, LLC

Daniel has been extremely helpful in cleaning up and re-categorizing our data so we can accurately asses our brand’s performance and the product categories/segments we are in. Our ability to perform accurate and insightful category management today is directly related to Dan’s expertise in data analysis and knowledge of the natural products industry. If you are seeking to understand your market and category dynamics, I strongly recommend Dan as a reliable, thoughtful and well-informed category consultant to assist in developing brand strategies based on real and accurate data/facts.
Stacey Gillespie – Director of Product Marketing at FoodState/MegaFood

The words passion, expertise and thought leader are words that come to mind when describing Daniel. As an advisory board member to several young and growing brands at the Innovation Center of the Rockies, Dan brought deep and specific guidance to develop our clients business strategy. He is a regular and expert contributor to our blogs and magazines at New Hope Natural Media and always provides targeted insights to help young manufacturers understand and thrive in the grocery space. He is truly and gem and I recommend him without reservation.
Diana Mercer – Community Manager, NEXT Natural Products Accelerator, New Hope Natural Media, Natural and Organic Program Manager, Innovation Center of the Rockies

Daniel is a very committed and passionate strategic adviser and advocate for companies seeking category management insights and solutions. In the short time we’ve contracted Dan’s services, he has brought significant value to GoMacro and continues to provide guidance and direction to help with our growth objectives. Dan has the keen ability to see things from the 500 ft. level and to bring it down to actionable strategies that help organization grow and compete in a crowded landscape. Besides his strategic business and category management acumen, I find Dan to be passionate, a consummate student & teacher, and a pleasure to work with.
Darian Alioto – Vice President Sales , GoMacro

I worked with Daniel on several occasions over the last decade and can say that when it comes to understanding data and how to apply it in the CPG world with regards to category management and strategic planning …it would be hard to find anyone more suited than Daniel for whatever position or project you would consider him for. He is incredibly smart, a very good mentor and easy to work with. He deserves your sincere consideration.
Steve Ehli, The WhiteWave Foods Company

These testimonials are the recommendations from my Linked-In page