In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Philip Freeman, CEO and founder of Murphy’s Naturals, a nationally distributed outdoor products brand that’s cracked the code on natural insect repellent. What started as a garage-based solution for Philip’s mosquito-sensitive wife has grown into a 50+ employee company manufacturing 85% of their products in-house and distributed through major retailers like Target, Walmart, and Home Depot. Philip’s journey from naval officer to CPG founder demonstrates how authentic problem-solving, uncompromising quality standards, and values-driven growth can disrupt established chemical-dominated markets.
Topics Discussed:
- Building consumer trust in a category plagued by ineffective natural products
- Scaling from Amazon to major retail through review-driven credibility
- Manufacturing strategy: when to bring production in-house vs. outsourcing
- Product innovation within brand guardrails and core values
- Maintaining B Corp certification while scaling and taking investment
- Creating authentic brand narratives from genuine problem-solving origins
Lessons For Consumer Marketers:
Commit Fully to Product Efficacy or Don’t Enter the Market
Murphy’s discovered that existing natural repellents failed because companies used trace amounts of expensive essential oils to cut costs. Philip made the strategic decision to use proper concentrations despite doubling production costs, creating products that actually worked. This full commitment to efficacy became their core differentiator and enabled premium pricing that sophisticated consumers gladly paid.
Use Product Sampling as Your Primary Market Education Tool
When facing widespread skepticism about natural products, Murphy’s built their early customer base through extensive product sampling at trade shows and direct giveaways. Philip’s “try it and see” approach let the product performance speak for itself, converting skeptics into advocates who became authentic testimonials for retail expansion.
Leverage Amazon Reviews as B2B Sales Collateral
Murphy’s strategically used their thousands of authentic 5-star Amazon reviews as proof points when pitching brick-and-mortar retailers. Philip would tell buyers, “We can’t fake thousands of five-star reviews” – making their digital social proof a crucial tool for physical retail expansion beyond just online sales optimization.
Establish Innovation Guardrails Before Building Product Roadmaps
Philip implemented a three-stage innovation process: ideation, feasibility (including environmental and margin guardrails), and execution. This framework prevents mission drift while maintaining sustainable growth, ensuring every new product meets consumer needs, financial requirements, and brand values simultaneously.
Design Manufacturing Strategy Around Brand Values, Not Just Economics
Murphy’s brought 85% of manufacturing in-house specifically to maintain quality control and align with their sustainability values, even though outsourcing might have been cheaper. This vertical integration became a competitive advantage, enabling faster innovation cycles and better quality assurance while supporting their B Corp certification.
Select Investors Who Reinforce Rather Than Challenge Core Values
When raising capital, Philip only partnered with investors who understood and embraced Murphy’s B Corp mission, including Point King Capital (also a certified B Corp). This strategic investor selection prevented the common tension between growth pressure and values-based decision making that often derails purpose-driven brands during scaling.
