Strategy, intel & declassified playbooks
Trends, frameworks, and operator stories for the modern consumer brand — written by the FMCG HQ team and cohort one founders building this in real time.
Weekly · Operator-written · Real numbers · Free
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 cohort one 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 cohort one 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.
And what it isn't
Field Logs is
- Operator-written posts about what actually works in CPG today
- Real numbers (when cohort one 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 cohort one founders or FMCG HQ team operators.
No paywall, no email-gate, no premium tier.
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