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The Functional Food Lab

From Idea
to Shelf.
Done Right.

The only program taught by a working contract manufacturer who has been inside 40+ functional food launches. Learn the exact formulation-to-co-man-to-compliance process — in the right order — so you don't burn your first year getting it wrong.

Start Your Journey → See the full curriculum
40+
Products Launched
42
Course Modules
4
Membership Tiers
$1.4M
ARR Potential
Founding Cohort

What's inside CPG Journey

  • ✓
    42-module video curriculum — idea to first commercial launch
  • ✓
    Weekly live group calls with Michael — real situations, real answers
  • ✓
    Private community of functional food founders at every stage
  • ✓
    Co-man vetting checklist, COGS model, FDA compliance resources
  • ✓
    Peer cohort matched to your stage and category
  • ✓
    AI-powered community support available 24/7
Choose Your Tier

Starting at $497 · No upsell surprises

🏭 Owner of Master Food Lab
📦 40+ Product Launches
🌿 Functional Food Specialist
⚗️ Formulation to Shelf Expertise
📋 FDA Compliance Authority
MA
Most founders spend 12 months and $150,000 making mistakes that are entirely avoidable. This program exists so you don't have to.
40+
Launches
About Your Instructor

Michael Alfaro — The Manufacturer Who Teaches What Actually Happens

I am not a brand consultant who read about co-manufacturing. I own Master Food Lab — a functional food contract manufacturer in South Florida. Every week, founders bring their products to my facility. I see both sides of every launch: what brands think happens, and what actually happens.

After watching the same preventable mistakes destroy launch after launch, I built CPG Journey to give founders the insider process before they spend their first dollar — not after.

🏭
Owner, Master Food Lab Functional food contract manufacturer — formulation, manufacturing, compliance under one roof.
🎯
40+ Product Launches Across adaptogens, probiotics, collagen, protein, nootropics, gut health, and immunity categories.
⚖️
FDA & Labeling Expert Deep hands-on expertise navigating structure/function claims, supplement vs. food designations, and labeling compliance.
📈
Building to $200M ARR Operating MFL at significant scale with documented frameworks for every stage of CPG growth.
The Curriculum

42 Modules Across 5 Phases — Everything from Idea to First Launch

This is not a general business course. Every module was built from real problems Michael has seen founders face — at his manufacturing facility, on retailer floors, and in compliance conversations.

PHASE 01
The Functional Food Opportunity
  • Why Functional Food Right Now
  • How the Market Is Structured
  • The Emotional Realities of Building
  • Mistakes That Kill Brands
  • Is This Right For You?
  • The MFL Framework
6 modules
PHASE 02
From Concept to Commercial Product
  • Concept Validation
  • Functional Ingredients 101
  • Working With a Formulator
  • Co-Manufacturer Selection
  • FDA & Labeling Compliance
  • Costing & Pricing Architecture
  • Getting Your First Sample Right
  • Building for Optionality
8 modules
PHASE 03
Getting to Market
  • Channel Strategy
  • DTC Launch Playbook
  • Getting Into Natural Retail
  • Working With Distributors
  • Trade Show Strategy
  • Your First Sales Hire
  • Amazon FBA for Functional Food
  • FDA Watch & Claim Safety
8 modules
PHASE 04
Building a Real Business
  • Supply Chain at Scale
  • Financial Management for CPG
  • Trade Spend & Deductions
  • Capital Raising $0–$5M
  • Revenue-Based Financing
  • DTC at Scale
  • Protecting Your Brand
9 modules
PHASE 05
Mastery & Scale
  • Building Systems That Scale
  • The $200M Blueprint
  • Exit Planning & M&A
  • Private Label as a Strategy
  • International Markets
  • Becoming the Category Expert
7 modules
Module Sample

The modules nobody else teaches — because nobody else has seen both sides

These are not theoretical frameworks lifted from business books. Every module comes from Michael's direct experience either manufacturing products at MFL or watching founders make the same expensive mistakes in sequence.

2.4 Co-Manufacturer Selection — 47 Questions Before You Sign Most Downloaded
2.5 FDA & Labeling Compliance — Structure/Function Claims Critical
2.6 Costing & Pricing Architecture — The Real COGS Model Template Included
1.3 The Mistakes That Kill Brands — 7 Real Scenarios Watch First
3.3 Getting Into Natural Retail — What Buyers Actually Want Stage 3
4.7 Revenue-Based Financing — Non-Dilutive Capital Most Miss Advanced
5.2 The $200M Blueprint — Michael's Proprietary Framework Tier 2+
Core Topic Areas

Everything a functional food founder needs to know before launch

⚗️
Formulation Science
Ingredients, dosing, suppliers, stability testing, and when to kill a concept.
🏭
Co-Manufacturing
Finding, vetting, contracting, and managing a co-man from both sides.
📋
FDA & Compliance
Claims, labeling, designations, and how to avoid expensive regulatory mistakes.
📊
COGS & Pricing
Real margin math that determines whether your business model works before launch.
🏪
Retail Strategy
Natural/specialty, conventional, DTC, Amazon — how to choose your first channel.
💰
Capital Strategy
Angels, revenue-based financing, SBIR grants — in the right order by stage.
🤝
People & Team
Co-founders, first hires, brokers, and manufacturing team culture.
🚀
Exit Planning
The decisions made in year one that open or close exit options in year five.
Program Tiers

Choose the level of access that matches your stage

Whether you are at the idea stage or navigating your first retail deal, there is a tier built for where you are right now.

Foundation
Self-Guided
$697
one-time
Best for Stage 1–2 founders who are at the idea or early formulation phase.
  • ✓ All 42 video modules (lifetime access)
  • ✓ Co-man vetting checklist (47 questions)
  • ✓ COGS model template
  • ✓ FDA compliance quick-reference
  • ✓ Downloadable resources per module
  • ✓ AI-powered community Q&A (24/7)
  • ✓ Access to upgrade anytime
Enroll in Foundation
Most Popular
Accelerator
Live Access
$297
/month
Best for Stage 2–3 founders actively building their product and heading toward launch.
  • ✓ Everything in Foundation
  • ✓ Weekly group call with Michael
  • ✓ Private Discord community
  • ✓ Peer cohort matched to your stage
  • ✓ Weekly FDA regulatory digest
  • ✓ Claim Safety Library access
  • ✓ Resources library (templates, tools)
  • ✓ Priority Q&A in community
Enroll in Accelerator
Inner Circle
Direct Access
$997
/month
Best for Stage 3–4 founders with a product ready or in market, navigating high-stakes decisions.
  • ✓ Everything in Accelerator
  • ✓ Monthly 30-min hot seat with Michael
  • ✓ Deal Room (private channel)
  • ✓ Monthly mastermind call
  • ✓ Direct Discord access to Michael
  • ✓ Contract & label pre-review
  • ✓ Priority escalation (48hr response)
Apply for Inner Circle
Advisory
1:1 Strategy
$5K+
/month
Stage 4–5 operators with significant revenue facing complex decisions that require Michael's direct judgment.
  • ✓ Everything in Inner Circle
  • ✓ Monthly 1:1 strategy sessions
  • ✓ Async support between calls
  • ✓ Direct co-man & supplier intros
  • ✓ Capital raise strategy support
  • ✓ Exit & M&A preparation
  • ✓ Maximum 5 clients
Apply for Advisory
The Value Stack

What you're actually getting

Compare what you'd pay to learn this the hard way — through expensive consultants, failed launches, and wasted time — versus what's included in CPG Journey.

🎬
42-Module Video Curriculum
Formulation to first launch — every stage covered in depth with real examples
$2,997
Retail Value
📞
Weekly Live Group Calls
52 weeks of direct access to Michael — your specific situation, answered live
$5,200
Retail Value
📋
Co-Man Vetting Checklist (47 Questions)
The exact questions Michael asks every potential manufacturer before a handshake
$497
Retail Value
📊
COGS & Pricing Model Template
The same spreadsheet Michael gives clients before they sign a manufacturing agreement
$297
Retail Value
🌿
Private Founder Community & Peer Cohort
Matched with founders at your stage in non-competing categories — bi-weekly accountability
$1,497
Retail Value
⚖️
FDA Claim Safety Library (Living Resource)
Updated weekly — current safe vs. risky claims by functional category
$997
Retail Value
🤖
AI-Powered 24/7 Community Support
Instant answers drawn from Michael's real experience — available around the clock
$1,497
Retail Value
Total Retail Value
$12,982
Your Investment
$297/month

The Accelerator tier gives you the full curriculum, weekly live access, private community, peer cohort, and all templates — for less than a single hour with a food industry consultant.

Start with the Accelerator
Or start with Foundation at $697 one-time
and upgrade any time.
How It Works

The sequence that separates the brands that launch from the ones that don't

1
Enroll & Get Matched
Complete your intake form. The system evaluates your stage and challenge — you receive a personalized module roadmap within the hour.
2
Work the Curriculum
Start where you are. The 42 modules are designed to be non-linear — you access what you need, when you need it, organized by your decisions.
3
Show Up on Thursdays
The weekly call is where the real work happens. Bring your specific situation — not a general question. Michael works through it live with the group.
4
Build and Launch
Follow the framework in the right order. From validated concept to co-man signed to first commercial batch — with the community behind you the whole way.
Founder Stories

What happens when you build in the right order

★★★★★
The co-man vetting module alone saved me from a contract that would have locked me in for 18 months with the wrong manufacturer. I thought I was asking the right questions — I wasn't even close. Michael's 47-question checklist changed everything about how I evaluated my options.
JR
Jessica R.
Adaptogen Snack Brand, Stage 3
★★★★★
I came in thinking I had my COGS figured out. My spreadsheet was off by 40%. The pricing module showed me I was missing inbound freight, yield loss, and storage — I had priced myself into a margin problem before I ever sold a unit. This program paid for itself in the first two weeks.
MK
Marcus K.
Functional Protein Bar, Stage 2
★★★★★
The Thursday calls are the real product. Having access to someone who literally runs a co-man facility and can tell you whether a contract term is normal or a red flag — that's not something you can find anywhere else. Michael's perspective is completely unique in this space.
SP
Sarah P.
Probiotic Beverage, Stage 3
Common Questions

Real answers to the questions founders actually ask

If your question isn't here, post it in the community after you join — Michael or a community member will answer it directly.

What stage should I be at to join?
The program is designed for Stage 1 through Stage 4 founders — from pure idea through product in market. The curriculum is non-linear, which means you access modules relevant to your current stage. If you are at Stage 5 ($500K+ revenue), the Advisory tier is likely a better fit.
How is this different from other CPG education programs?
Michael owns and operates a functional food contract manufacturer. Most CPG educators are brand founders or consultants. Michael has seen the inside of 40+ product launches from the manufacturing side — he knows what actually breaks down, not what theoretically should work.
Is this about building a brand or building a manufacturing business?
This program is for founders building a branded functional food product — from concept through first commercial launch. It is not about running a contract manufacturing business. Michael's lane is getting your product formulated, manufactured, compliant, and to market.
What if I need to upgrade or downgrade my tier?
You can upgrade any time — your progress and community access transfers automatically. If your situation changes and you need to step down a tier or pause, that's always possible. Foundation members can upgrade to any tier whenever they're ready.
How much time should I commit each week?
The weekly call is one hour on Thursdays. Module consumption varies by where you are in the process — most founders spend 2–4 hours per week on curriculum during active build phases. The community is available 24/7 for quick questions.
Does this cover DTC marketing and social media growth?
The program covers DTC launch fundamentals and channel strategy as they relate to first product launch. It does not cover advanced paid advertising, influencer marketing, or brand growth at scale — that territory is outside Michael's specific expertise as a contract manufacturer.

The brands that win in functional food are built on a foundation nobody sees.

The formula that scales. The co-man that delivers. The compliance posture that survives. The margin that actually funds growth. That foundation is what this program teaches — and it starts with a decision to build in the right order.

Choose Your Tier → Learn more about Michael
🛡️ 30-day satisfaction guarantee — if the program isn't what you expected, we'll make it right.