We recently connected with Caitlin Wilson and have shared our conversation below.
Caitlin, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
Fast forward 15 years, I embarked on a journey of research in the Summer of 2022 while working to bring our dog food brand to market. I dove deep into the CPG world of supply chain management, logistics optimization, and customer experience enhancement. I found myself connecting with the human aspect and realizing quickly that I wanted to work with many brands, not just our own.
As I brainstormed and refined ideas, I became increasingly convinced of the potential impact of Full Good. By offering a full suite of support services, tailored to the unique needs of each client, we built a business model that would aim to alleviate the burdens of logistics management and empower food businesses to focus on what they do best—creating value for their customers and driving sales.
At Full Good, we are solving a problem that few others were addressing. The brands we work with are our true partners. The thought of enabling businesses to thrive and flourish, without logistical constraints, fills me and my team daily with a sense of purpose. I am continuously filled with optimism and enthusiasm for the transformative impact we can make, one fulfilled order at a time.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Caitlin! I am many things but really am deeply passionate about logistics, fulfillment, and creating innovative solutions to streamline operations for businesses in the food industry. I come from a long-line of entrepreneurs and it’s in my blood to innovate.
My personal journey in this industry began at a very young age with a blend of hands-on experience and a relentless drive for excellence passed down from my parents and other family members. I’ve had the privilege of working in various roles within the produce and fresh food industry throughout my career including sales, marketing, transportation management and replenishment analysis. These experiences equipped me with invaluable insights into the complexities of supply chain management and the importance of delivering exceptional customer service.
My entrepreneurial spirit led me to co-founded several successful ventures after leaving the family business, including Full Good Fulfillment and Logistics Agency. What I’m most proud of, however, is being a mom to my two kiddos, Ford and Georgia, who I named my business after (FG Fulfillment LLC). My husband is the best and supports me everyday to pursue my passions! He is my rock.
Have you ever had to pivot?
One significant pivot in my career journey occurred during my time at my family’s produce business, Tanimura & Antle, where I served as the Director of VMI and Delivered Sales. While I was deeply immersed in the intricacies of sales and marketing, I recognized a growing need for innovation and efficiency in the realm of supply chain management.
Driven by a desire to tackle this challenge head-on, I made the decision to pivot towards a more logistics-centric role. This transition was not without its challenges, as it required me to expand my skill set and adapt to a new set of responsibilities.
I realized the immense potential for optimization and streamlining. By leveraging data-driven insights and strategic analysis, I spearheaded initiatives to enhance our already thriving vendor-managed inventory processes and streamline our delivery operations which, in turn, created additional revenue streams.This pivot was transformative, not only for my own career but also for the organization as a whole.
This experience further taught me the importance of adaptability and resilience in the face of change. It reinforced for me that true growth often arises from stepping outside of one’s comfort zone. It laid the groundwork for my current role as Chief Executive Officer & Co-Founder of Full Good Fulfillment & Logistics Agency, where I continue to apply these lessons to drive innovation and excellence in the world of fulfillment and logistics today.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
Throughout my childhood, I played many sports and was exposed to a number of team environments, but it wasn’t until my career journey that I really learned that success was NOT solely defined by individual accomplishments. Throughout my professional endeavors, I had always prided myself on my ability to excel independently and achieve personal goals. However, as I transitioned into leadership roles, I quickly realized the importance of collaboration and teamwork in driving sustainable growth and success.
The backstory to this lesson lies in my earlier experiences, particularly during my tenure as a Replenishment Analyst and later as a Sales Manager and Replenishment Analyst for major retail partners on behalf of my family’s farming company. In these roles, I was primarily focused on meeting targets and exceeding expectations. It wasn’t until I assumed more leadership positions that I recognized the inherent limitations of this mindset. Leading a team requires more than just individual prowess; it demands empathy, communication, and a willingness to empower others to succeed.
I prioritize building a culture of collaboration and inclusivity within my organizations, fostering an environment where every team member feels valued and empowered to contribute their unique skills and perspectives. Today, I am proud to lead a team that embodies the ethos of collective success, where each individual’s strengths are magnified through collaboration, and together, we strive towards shared goals and aspirations.
Contact Info:
- Website: https://fullgoodfulfillment.com/
- Instagram: https://www.linkedin.com/company/fullgood/
- Linkedin: https://www.linkedin.com/in/caitlinantlewilson/