Strategy, intel & declassified playbooks
Trends, frameworks, and operator stories for the modern consumer brand — written by the FMCG HQ team and founding 100 founders building this in real time.
Field Logs are written by operators, for operators.
Most CPG blogs are written by content marketers who’ve never run a co-pack call or negotiated a buyer pitch. The result is recycled advice — fresh-looking takes built on stale operator experience. Field Logs is the opposite. Every post is written by someone currently shipping in founding 100 or operating on the FMCG HQ team.
The categories are intentionally narrow: Strategy (category and brand thesis), Marketing (paid social, UGC, retail buyer evidence), Logistics (3PL, co-pack, inventory), and Capital (fundraising, working capital, unit economics). We don’t write thought-leadership pieces. We write practical operator notes that help founding 100 brands ship faster.
Decoding Gen Z: Why 'Ugly' Ads Outperform Polished Creatives
The psychology behind lo-fi content. Why shot-on-iPhone videos convert 3x better than studio productions on TikTok and Reels.
The Death of the Distributor: Direct-to-Consumer Logistics
Traditional distribution models are bleeding margin. Here is how to set up a 3PL network that scales with you without eating 40% of your pie.
Raising Capital in a Bear Market: Data-Driven Fundraising
VCs are not funding "ideas" anymore. They fund unit economics. Here is the exact data room structure you need to close a Series A in 2026.
Brand Activation Ideas for CPG Brands: The 2026 Playbook
Most "brand activation ideas" lists are just balloon arches with better lighting. Here is what actually counts as an activation in 2026, the seven formats worth your budget, and how to measure one instead of just feeling good about it.
How Much Does Product Sampling Cost in 2026? (Pricing Guide for CPG Brands)
A straight answer to the question most sampling agencies dodge: what you actually pay per sample, what drives the price up or down, and the real cost difference between a DIY mailer and a managed sampling platform.
UGC Agency vs. UGC Platform: What’s Better for CPG Brands in 2026?
The UGC industry split into two very different businesses wearing the same three letters. Here is the real difference between a UGC agency and a UGC platform, what each one actually costs, and which one your brand needs right now.
UGC Rights and Usage: What CPG Brands Need to Know Before Running Paid Ads
Getting great creator content and getting the legal right to run it as a paid ad are two different things. Here is what a proper usage release actually covers, the red flags that mean you don’t have it, and why "I’ll just DM them" stops working past a handful of assets.
Private Label vs. White Label: What’s the Difference?
Founders use these two terms interchangeably and it leads to real sourcing mistakes. Here is the actual difference, a side-by-side comparison, and how to know which one builds a brand you can eventually sell.
And what it isn’t
Field Logs is
- Operator-written posts about what actually works in CPG today
- Real numbers (when founding 100 brands agree to disclose)
- Specific playbooks with templates you can use the same week
- Honest about what didn’t work, not just what did
- Free to read, free to share, attribution requested for republication
Field Logs isn’t
- Thought-leadership posts written by marketers who’ve never operated
- Generic CPG advice that could have been written in 2018
- Vendor-paid promotional content disguised as analysis
- A vehicle for selling subscriptions or services
- Behind a paywall, email-gate, or sign-up flow
The best operator content is somebody telling you what they did last Tuesday, what worked, and what they’d do differently. That’s what Field Logs is.
At a glance
New post every Tuesday at 6am PT.
Strategy, Marketing, Logistics, Capital.
Written by founding 100 founders or FMCG HQ team operators.
No paywall, no email-gate, no premium tier.
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