Cole Josef
Roobichek
That’s me above, Cole, if you hadn’t already guessed and this is my website / playground (Disclaimer: Not made for speed lol). I’m a marketing and brand person who likes understanding the full process behind a product, from how it’s made to how it’s sold, packaged, launched, and talked about. I’ve worked across food, CPG, manufacturing, websites, retail, and China/U.S. markets, and I speak Mandarin from living and working in China for years. Outside of work, I’m usually cooking, trying new products, studying packaging, learning about different cultures, or getting way too interested in how businesses grow. This site is a mix of my work, my thinking, and the kind of brands and products I love building.
I’ve either worked across or owned the full food and beverage chain: matcha drinks, baked goods, foodservice, factory brands, proteins, meats, seafood, and CPG retail.
From BenCha to Tian Tian Fu to RGC Foods, I’ve handled the stuff that makes food brands sell: packaging, labels, photography, websites, sales sheets, ecommerce, email, trade shows, store strategy, and broker support.
BenCha went from zero to break-even in 3 months and won awards. At RGC Foods, I helped move products from no store presence to 10+ retail and online placements, including El Super, Smart & Final, Weee!, and more.
This section shows the full process: product, packaging, marketing, sales support, stores, and growth.
RGC Foods is a multi brand food manufacturer and distributor specializing in seafood, fresh and frozen meats, marinated proteins, value added products, custom meat processing, private label manufacturing, and foodservice solutions. The company manages the complete process from production and packaging to distribution and retail.
As Marketing Manager, I helped modernize the company's marketing foundation by connecting manufacturing, branding, sales, and customer engagement into one unified system. My work covered the complete product lifecycle, including brand strategy, packaging, product photography, websites, sales collateral, trade shows, digital marketing, and retailer support. The goal was to make products easier to understand, easier to sell, and better positioned for growth across retail, foodservice, and ecommerce.
Problem: RGC Foods managed multiple brands, facilities, and product lines, but lacked a consistent marketing system. Branding, packaging, websites, and sales materials were outdated, making it difficult to present a unified image and support the sales team as the company expanded.
Solution: Built a unified marketing foundation across the organization by developing new brand identities, packaging systems, product photography, websites, sales presentations, trade show materials, and digital marketing assets that supported both retail and foodservice customers.
Results: 7 new and refreshed brand identities, 50+ packaging and label designs, Marketing support for 100+ SKUs, Company website redesign and digital marketing improvements, Product photography and creative direction Sales presentations, catalogs, and trade show materials, Retail support for customers including El Super, Smart & Final, 99 Ranch Market, Weee!, and Masgusto Created a scalable marketing system that strengthened branding, sales, and customer engagement across the business.
My Strategy:
Because the products had not gained retail placement, the priority was to make the brand credible enough for buyers to take seriously. I repositioned El Sureño as Don Felipe and created a more professional identity, packaging system, original product photography, corrected UPC and nutrition information, ecommerce content, and retailer sales materials. I rebuilt the initial 10 SKU line, then developed 10 additional products to expand the portfolio to more than 20 SKUs.
The Result:
The repositioning helped move the brand from having no meaningful retail distribution to placement with MasGusto, Weee!, El Super, Smart & Final, and Pick n Save. Don Felipe became a top purchased product on MasGusto, while the original 10 SKUs generated approximately $100,000 in sales through Weee!. The stronger brand platform also supported the launch of 10 new SKUs and gave the sales team a more credible story for future retailer presentations.
Brand Refresh: The Challenge
Maxfield Seafood had built strong retail relationships, but the brand identity no longer reflected the quality of the products or where the company wanted to compete. As the business expanded into larger retail accounts, we needed a more modern and consistent brand that could better represent the company across every customer touchpoint.
My Strategy
Rather than simply designing a new logo, I developed a complete brand refresh to create consistency across the entire customer experience.
This included modernized logo, updated brand guidelines, new packaging direction, email migration, Sales Decks, Company wide email transition to @rgcfoods.com, Sales presentation templates, product photography standards, marketing collateral
- Website and URL update
The goal was to present Maxfield as a stronger, more professional retail brand that buyers could trust.
Business Impact
The refreshed identity helped support expansion into major retail partners including: Smart & Final, Weee!, 99 Ranch Market, and El Super. The updated branding created a more consistent customer experience from first sales contact through retail shelf presentation.