Who is Realitii?

Kevin Liebrock

Kevin Liebrock is a CPG strategist and natural products industry expert based in Lafayette, Colorado, with more than 25 years of experience across grocery retail, natural products, and consumer packaged goods. His work focuses on identifying emerging category shifts and translating complex market signals into clear strategic direction for brands, retailers, and investors navigating the evolving natural products landscape.

Kevin currently serves as Product Director for Beacon, a digital intelligence platform developed by Informa Markets for the natural products industry. Beacon connects product data, retail insights, and discovery tools used by brands, buyers, and investors across the sector. In this role, Kevin works at the intersection of product innovation, retail distribution, and market intelligence—helping shape the systems and insights that guide how new products are discovered, evaluated, and brought to market.

Through his work with Beacon, Kevin works closely with product-level market intelligence and retail performance data spanning thousands of natural products brands and retailers. This vantage point allows him to identify emerging category signals, track innovation trends, and help industry leaders understand where the market is heading. He is known for translating complex market data into practical strategic insight for founders, retailers, and investors.

Prior to his work at Beacon, Kevin spent more than a decade in executive leadership roles within the natural products industry, serving as Chief Operating Officer for multiple high-growth CPG companies ranging from early-stage startups to established brands generating more than $50 million in annual revenue. In these roles, he led operations, supply chain development, regulatory compliance, retail expansion, and go-to-market execution during periods of rapid growth and industry change. His work frequently involved scaling young brands from early traction into national retail distribution while building the operational systems required to support sustained growth.

Kevin’s career began at Whole Foods Market, where he developed deep operational and merchandising experience inside one of the most influential retail environments in natural foods. This early foundation in retail operations provided him with a practical understanding of how products succeed on shelf, how buyers evaluate emerging brands, and how supply chains must evolve as companies scale.

In addition to his operational and product leadership work, Kevin has played a role in shaping the broader natural products industry. He was a founding director of the U.S. Hemp Roundtable, where he worked alongside industry leaders to help establish early regulatory frameworks for the emerging hemp and CBD market in the United States.

This combination of retail experience, executive operating leadership, and industry data infrastructure gives Kevin a rare perspective on the full lifecycle of natural products—from early innovation and brand formation to national retail expansion and category leadership.

Kevin’s perspectives on emerging product trends, category dynamics, and the evolving natural products ecosystem are shared regularly with founders, retailers, and investors across the industry. He recently presented industry insights during the State of Natural program at Natural Products Expo West, one of the industry’s leading forums for discussing the future of the natural products market.

Through his work with Beacon and across the broader natural products ecosystem, Kevin continues to focus on helping brands and industry partners better understand the signals, systems, and strategic decisions that shape successful product launches and long-term category growth.