In the Trenches

A blog for entrepreneurs.

A smiling man with a beard and short hair, wearing a denim shirt, sitting on a beige couch in a room with large green plants in the background.

I’m Jason Burke, I live in Nashville, TN, with my wife Kristin and our two awesome daughters, Quincy and Ellis.

12 years ago, I founded The New Primal, a national consumer brand with dozens of products, in thousands of stores. After years in the trenches, I’m opening up and sharing my own experiences, both the highs and lows, that have shaped the brand and the person I am today.

Blog
8 Things That Feel Like Cheat Codes When You’re Building a CPG Brand
8 Things That Feel Like Cheat Codes When You’re Building a CPG Brand

8 Cheat Codes for Building a CPG Brand Without a Big Budget

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7 Truths about working with Co-packers that no one tells you about
7 Truths about working with Co-packers that no one tells you about

Learn the 7 must-know truths about working with co-packers — from hidden costs and communication pitfalls to quality control and scaling risks — before you scale your CPG brand.

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From Selling ICEEs to Building a Brand: Lessons From My First Job
From Selling ICEEs to Building a Brand: Lessons From My First Job

My first job selling ICEEs at Tampa Stadium taught me lessons in hustle, resilience, and adaptability—skills that built The New Primal.

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When do you get to stop selling as a founder?
When do you get to stop selling as a founder?

Founders never stop selling—and that’s your superpower. Learn why your story carries unique weight and how it drives growth and opportunity.

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13 Things I’ve Learned in 13 Years of Building a Challenger Brand in CPG
13 Things I’ve Learned in 13 Years of Building a Challenger Brand in CPG

After 13 years in consumer packaged goods, here are the top lessons every CPG founder must know to build, scale, and survive as a challenger brand.

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