I had the opportunity to sit down with Marc Jonna, Co-Founder & President of Plum Market, and this was a really special conversation for me as a fourth-generation grocer. Marc's grocery story goes back generations.His father, Ed Jonna, founded Merchant of Vino in Michigan, which was later acquired by Whole Foods. Marc went on to become a National Wine Buyer for Whole Foods before leaving with his brother Matt to start Plum Market in 2007. Today, Plum Market has grown to 35+ locations while remaining family-owned and independent. One of the things Marc says that really stuck with me is that he thinks of Plum Market as the “Disneyland of grocery.” Not just somewhere you go to buy groceries—but somewhere you actually want to spend time.

Episode Chapters

00:00 — Introduction & WelcomeGeorge introduces Mark Jona, co-founder and president of Plum Market.

03:45 — Scaling Category Growth at Whole FoodsMark shares how fearlessly shaking up department layouts drove early success at Whole Foods.

07:50 — Family Legacy & Launching Plum MarketTransitioning from Merchant of Vino to launching a modern, independent grocery chain.

11:20 — Foundational Values & Daily MentorshipOperational habits, early morning drive, and lessons passed down through generations.

15:10 — Building a Purpose-First Grocery ModelWhy Plum Market skips private label products to focus on scratch kitchens and independent CPG brands.

19:05 — Managing Family Business DynamicsStrategies for navigating sibling partnerships, resolving conflicts privately, and staying aligned.

23:15 — Empowering Store Teams & Frontline FeedbackSupporting store leaders, listening to frontline staff, and building an empowered culture.

27:30 — Juliet’s Cuisine: Scratch Cooking at ScaleHow family recipes inspired Plum Market’s commitment to real, in-house kitchen prep.

32:10 — Expanding to Airports, Schools & Sports VenuesTaking scratch-made dining into non-traditional venues, from airport terminals to the Detroit Pistons.

37:40 — Wellness, Portions & Functional NutritionMeeting the consumer shift toward preventative health, clean ingredients, and portion balance.

42:15 — Growing to 35+ Locations Without Private EquityWhy Plum Market chose to stay family-owned rather than take outside capital or go public.

47:00 — The Independent Advantage: Speedboat vs. SteamshipHow agile independents outpace large corporate chains on innovation and sourcing.

51:15 — Advice for CPG Founders Pitching RetailersHow emerging brands can partner with retailers to test, optimize, and scale placement.

55:30 — The Future of Specialty GroceryWhy brick-and-mortar stores must prioritize in-store experience to thrive alongside delivery apps.

59:20 — Rapid Fire Round & ClosingQuick-hit questions on favorite departments, career advice, and final takeaways.

We talked about:

🥬 Creating stores around experience

👨‍🍳 Making prepared foods from scratch

🌱 What “local” actually means

🤝 Building community through grocery

👨‍👩‍👦 Multi-generational family business

📈 Growing without private equity

🛒 The future of specialty grocery

As someone who grew up in grocery, these are the conversations I love having.Thanks to Marc for sharing his story and perspective on where grocery is headed.

🎙️ Check out the newest episode of GroceryPulse.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.

Innovar Marketing Agency (grocery/CPG marketing insights): www.innovaragency.com

Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

Mike Fitzsimmons became only the second person in history to complete the 178-mile Reno Tahoe Odyssey solo — finishing in 45 hours and 5 minutes through the Sierra Nevada Mountains.

But this episode isn't just about running. It's about mastering your mindset when everything in you wants to quit, building resilience through adversity, fueling your body for peak performance, and why success — in business, athletics, or life — is won one step at a time.

Host George Goodwin sits down with ultrarunner Mike "Fitz" Fitzsimmons to unpack the physical, mental, and emotional lessons from one of the toughest endurance races in America.

In this episode you'll learn:
✅ How to stay mentally strong during impossible challenges✅ Why "running the mile you're in" changes everything✅ The three versions of yourself that keep you moving forward✅ Why your tribe determines your success✅ What a vegan ultramarathon athlete actually eats✅ How to overcome self-doubt and stop quitting on yourself✅ Why the real reward is found in the struggle — not the finish line

Whether you're an entrepreneur, athlete, leader, or simply someone chasing a big goal, this conversation will leave you motivated to take the next step.

Episode Highlights
🏃 Becoming only the second solo finisher in Reno Tahoe Odyssey history🧠 The mindset that carried Mike through 178 miles💥 Battling cramps, exhaustion, and mental fatigue🤝 Why surrounding yourself with the right people matters🥔 Nutrition strategy during 45 hours of nonstop running🌱 Thriving as a vegan endurance athlete⛰️ Lessons every entrepreneur can learn from ultrarunning🔥 Why discomfort is where growth happens

About Mike Fitzsimmons
Mike "Fitz" Fitzsimmons is an ultramarathon runner, endurance coach, and member of Reno's running community. In 2026, he became just the second athlete ever to complete the 178-mile Reno Tahoe Odyssey as a solo runner, setting a new course record while inspiring thousands with his grit and perseverance.

Connect with Mike
📸 Instagram: @fromfattofitz
✉️ Email: fitzcoaching@gmail.com

Connect with George Goodwin
🌐 enjoykobu.com
🔗 linkedin.com/in/georgegoodwin
✉️ george@innovaragency.com

About GroceryPulse
GroceryPulse is hosted by George Goodwin, fourth-generation grocer, entrepreneur, and founder of Kōbu Kombucha Powder. Each week we sit down with leaders across grocery, CPG, health, entrepreneurship, and high performance to uncover practical lessons that help you build a healthier business — and a healthier life.

Chapters
00:00 Introduction02:15 Becoming the second solo finisher08:45 The mental battle of 178 miles18:20 Learning to stay present29:15 Your tribe determines your success39:40 Nutrition and fueling strategy48:30 Life lessons from ultrarunning57:10 Rapid-fire questions1:05:45 Final advice

If this episode resonated, share it with someone who needs to hear it — and follow GroceryPulse for more conversations with the leaders shaping grocery, entrepreneurship, nutrition, and performance.

Innovar Marketing Agency (grocery/CPG marketing insights): innovaragency.com
Order Kōbu Kombucha Powder (gut health made easy): enjoykobu.com/discount/podcast10 — code PODCAST10 for 10% off

"The grocery industry may be driven by logistics and supply chains—but it’s still powered by relationships."

In this episode of Grocery Pulse, George Goodwin speaks with Lori Brown, a 40+ year grocery industry leader and President of The Illuminators. Lori shares insights from her experience across retail, CPG, and supply chain—revealing why communication, presence, and servant leadership are more important than ever.

Chapters:

00:00 Introduction to Lori Brown and Her Journey

02:06:35 Lori's Career Path and Experiences02:10:15 The Importance of Communication in Crisis02:14:32 Building Relationships in the Grocery Industry02:17:24 Lessons from Early Career Experiences02:19:59 Balancing Family, Work, and Community Involvement02:22:41 Understanding Servant Leadership02:27:11 Insights from Industry Leaders02:28:40 The Importance of Personal Connection in Retail02:31:33 Brand Strategies for Modern Retail02:34:46 Finding Your Niche in the Market02:36:35 Building a Supportive Network02:38:32 Effective Time Management in Leadership02:40:48 The Reluctant Leader's Journey02:43:48 Nurturing the Next Generation of Leaders02:45:02 Core Values in Leadership

George and Lori dive deep into:

• Showing up and building real connections
  Why being physically present at events and in stores creates long-term opportunities and trust.

• Communication during uncertainty
  How consistent communication—even with no updates—builds stronger relationships during crises.

• Servant leadership in action
  Leading by serving others, sharing knowledge, and empowering teams at every level.

Connect with Lori Brown:
LinkedIn: https://www.linkedin.com/in/lori-brown-ms/
Email: lkbrown9600@gmail.com

Connect with George Goodwin:

• Kōbu: ⁠enjoykobu.com⁠

  promo code: podcast10

• LinkedIn: ⁠George Goodwin