You fought hard to get your product on the shelf.
Now, it's time that your product has your back and finally starts getting sales.
Bold Statement Incoming…
I can pretty much guarantee that you don't have a distribution problem.
9/10 it’s a decision making or process problem that founders have blind spots to. (and that's actually good news, because decisions and processes can be fixed)
Here's the question most CPG founders never stop to ask themselves.
THE SITUATION
You have listings. Maybe even good ones. You're in the right stores, in the right region, with a product that genuinely solves something.
And yet... the velocity just isn't there.
THE ACTION
You do what you've always done. You jump in. You start making more calls, sitting in more meetings, approving more things personally. Because if you're not in it, it doesn't get done right.
THE QUESTION
But what if that's the thing that's actually keeping you stuck?
What if the gap between your listings and your velocity is ACTUALLY about the invisible decision system quietly breaking down behind the scenes?
This is where I come in.
I work with CPG founders and commercial leaders to find exactly where your decision-making is breaking down. Then I build the systems your team needs to drive velocity without you being in every single room (all the time).
My clients walk away with:A clear diagnosis of where authority, execution, and alignment are breaking down in their commercial org (there’s no guesswork)
A decision map your VP, Director, or commercial team can actually operate from without needing to call you for every answer.
Actual strategies that work in 2026 for converting your current listings into consistent sell-through, not just placement.
A team that can own outcomes and the structure that makes that possible.
Measurable improvement in store-level velocity within 60–90 days.
I didn't learn any of this from a course.
I learned it from real lived experience being inside the system.
There are a lot of coaches in this space. Most of them can speak the language. A few of them have even worked in CPG.
But very few of them have spent years navigating the convenience channel from the inside, actually managing buyers, fixing broken distribution strategies, aligning pricing and velocity metrics, and sitting in rooms where the decisions were already made before anyone walked in.
My career was built in the c-store channel. I've seen what actually drives movement at shelf and it's almost never what brands think it is.
The problem isn't usually the product. It's the system behind the product. The authority gaps.
The decisions nobody is making.
The founder who's still in everything because nobody's been empowered to own anything.
But what really sets me apart isn't just the channel experience.It's what I've been through outside of it.
At 27, I was diagnosed with cancer. I was instantly filled with the kind of clarity that strips away everything that doesn't matter (and never did). I went back to work. I kept moving. Not because I was okay, but because I've never been someone who stops.
All of it taught me the same thing:
I lost a daughter at 14 weeks. I went back to work after surgery and was laid off the next day. I've been in organizations where harassment was tolerated, worked around, managed and never addressed. I've been the person brought in to fix something, built it ahead of schedule, and been let go the moment the structure changed.
What organizations say and what they do are not the same thing.
What systems appear to be and what they actually are, also not the same thing.
You have to watch the behavior, not the words.
I watch behavior.I read patterns.I see what's not being said.That's what I bring to every client engagement.
What changes when the decision system works?
1:1 Coaching
with Christine
This is retained, high-touch work. It is not a course, a group program, or a set of templates.
When we work together 1:1, I come into your business and learn how your commercial org operates, where the authority gaps live, and how decisions are currently made. Then we fix the issues I identify.
Every engagement is custom.
Investment is discussed on your discovery call.
Does any of this sound familiar?
You're a CPG founder or commercial leader somewhere between $10M and $150M in revenue. You have listings, but they're not converting to the kind of velocity your investors (or your P&L) are expecting.
Your team is good. You hired well. But somehow everything still comes back to you. Field questions, promotion decisions, buyer conversations, and you're in all of it, all the time.
You've been in the channel long enough to know that distribution without velocity is just an invoice. And you're ready to fix that.
You're a CPG founder or commercial leader somewhere between $10M and $150M in revenue. You have listings, but they're not converting to the kind of velocity your investors (or your P&L) are expecting.
Part of you is just tired of being the one holding everything together.
If you're reading this and nodding, you're in the right place.
Meet Christine
I'm Christine Malaguti, a CPG operator, decision systems coach, and founder of Catone Brands.
I've spent my career in the convenience retail channel, doing the actual work: getting products placed, fixing broken distribution strategies, aligning pricing and velocity metrics, and navigating the buyer and distributor dynamics that most operators only learn after a painful loss.
I've been in the rooms where decisions are already made before the meeting starts. I've worked in environments where authority was unclear, responsibility sat in the wrong place, and the founder was doing the work of five people without a system to support any of it.
I'm also currently completing a Doctor of Education, focused on decision-making authority and leadership dynamics inside organizations. That academic framework sits on top of 20+ years of operator experience (not the other way around).
I'm based in Texas with my husband Robert and my son Auden. I believe in building things that last. I believe in clarity over comfort. And I believe the best work happens when responsibility and authority finally align.
What Working With Christine Looks Like
What the clients are saying
"We had listings in 400 doors and flat velocity for six months. In three months of working with Christine, we identified two critical decision gaps in our commercial org, realigned authority across our sales team, and saw a measurable improvement in our sell-through. She doesn't guess. She diagnoses. And then she fixes it."
[Founder Name, CEO of [Brand Name]]
"As a VP without full decision authority, I was stuck. I knew what needed to happen — I just couldn't make it happen. Christine helped me understand how to own my outcomes within the structure I was operating in, and gave me the tools to make the case for the authority I needed. It changed how I work in the channel."
[VP Name, VP of Commercial at [Brand Name]]
"I was the bottleneck and I knew it. I just didn't know how to stop being it. Christine gave me a system, not just advice. My team is executing independently now, our field execution has improved, and I'm finally doing the work I should be doing — leading the company instead of running every call inside it."
[Founder Name, CEO of [Brand Name]]
Grab my FREE Velocity Decision Map
This is the framework most CPG founders use to build decision authority on their teams that actually promotes sell-through.
Velocity doesn't just happen because you got the listing. It happens when the right people have the authority to make the right calls (in a timely manner).
This is the framework I start with in every client engagement. And I'm giving it to you free because the first step to fixing the system is understanding where it's broken.
Ready to make distribution actually work?
If your product is sitting on shelves and not moving the way it should and you're done trying to fix everything yourself, let's talk.
I work with a small number of clients at a time, which means I can go deep. If you're a CPG founder or commercial leader between $10M-$150M and you're ready to build the decision system that turns your listings into velocity, apply below.