I'm Mike Levinson, a registered dietitian with over 25 years of experience in the foodservice and retail industry, specializing in consumer packaged goods (CPG) distribution. My career spans both startups and established brands, providing me with a unique perspective on the complexities of product movement through the supply chain. My tenure at Performance Food Group (PFG) has further deepened my understanding of distribution, solidifying my role as a prominent figure in the field.

I founded FS Octopus to demystify the multifaceted nature of foodservice sales. The FS Octopus concept illustrates the various channels—referred to as "tentacles"—that encompass distribution, marketing, customer relationships, and brand positioning. My goal is to provide clear, concise, and actionable strategies for navigating these channels, helping brands expand their reach and optimize their presence in the foodservice landscape.