Mission Field is a global CPG innovation, strategy & insights consultancy.

We are entrepreneurial CPG veterans who help create, formulate, produce, test, and launch new products.

Big bets shouldn’t feel like long shots

Mission Field helps CPG teams do the hard innovation work their systems make slow — moving faster from opportunity to product reality to decision-grade proof, so teams can make bigger, smarter bets with greater confidence.

move faster. Make it real. Prove what matters.

Orange rectangular background with rounded edges containing bold black text. The main message: 'CPG INNOVATION IS NOT SHORT ON IDEAS. IT IS SHORT ON FAST, CREDIBLE PATHS TO PROOF.' The paragraph below in white text discusses how large teams often have ideas, trends, and hypotheses but struggle to turn them into tangible, testable, retail-ready solutions quickly enough.

WHAT innovation / renovation PROBLEM ARE YOU TRYING TO SOLVE?

A dark background with orange text that says, 'We need growth, but don't know where to play or which ideas deserve investment.' An orange rounded rectangle at the bottom contains white text that reads, 'Growth Strategy & Innovation Pipeline.'

Text on a dark background that says "We need to bring our idea(s) to life / make it real" in orange font. An orange rounded rectangle at the bottom says "Product Translation and R&D Readiness" in white font.

Text on a dark background that says 'We need real-world proof before deciding to scale' with an orange button below it that reads 'Real-World Validation & Transactional Testing' in white font.

Dark gray background with orange text stating, "We need better ideas / concepts that are ready to evaluate," and an orange rounded rectangle button with white text reading, "Concept Creation & Optimization."

Dark gray background with orange text, stating 'We need to test but don't know what evidence will convince the decision makers' and a rounded orange button with white text that says 'Evidence Architecture & Decision Confidence.'

Dark gray background with orange text reading, "We need to renovate without damaging the base business," and an orange button with white text saying, "Renovation Risk & Base Business Protection."

Dark gray background with orange text that reads, "We need a better innovation system or more innovation capacity." Below, an orange oval button says, "Innovation Operating Model & Ongoing Support."

A black background with a quote in bold yellow text that reads, 'They have skills and abilities that we do not have, they are great at pivoting.' by VP of Strategy.

Graphic showing the Mission Field EMBR™ Innovation Process with four stylized flame icons above the large white initials EMBR on a black background.

Quote in yellow text on black background: "You speak my language. I'm tired of presenting ideas that have no real pathway to success. Your expertise in test and learn is amazing." — Director of Innovation

Yellow background with text promoting a book titled "Fire in the Machine" and showing the book cover featuring a lightbulb with a fiery filament and a digital network design.

Black headphones on a yellow circle with promotional text about an audiobook available now, titled 'Fire in the Machine' by Jonathan Tofel and Carolina Sasson.

Black background with white text and icons highlighting Mission Field's awards for fast-growing companies in the US, including Inc. 5000 list, Financial Times list, and Denver Business Journal list, with years 2019, 2020, 2022, 2023, 2024, and 2025.

An image on black background that says "425+ retail tests run across food, beverage, household and personal care"

What we do

Black background with the word 'INNOVATION' in white uppercase letters at the top, and an orange square with the number 1 in white below it.

New products & services

Black background with the word 'STRATEGY' in large white letters, a horizontal white line, and a teal square with the number 2 in white centered below the line.

The image features the word 'INSIGHTS' in large white letters at the top, with a blue square below it containing the number 3. A horizontal line runs across the image beneath the word 'INSIGHTS' and above the blue square.

Clarifying unique challenges

Consumer, shopper, & retailer

How we do it

We make it possible for your team to do more by…

WHO WE ARE

A Venn diagram with two overlapping circles, yellow on the left labeled 'CPG VETERANS' and orange on the right labeled 'ENTREPRENEURS.' In the intersection center, there is an abstract geometric design with a percentage symbol and a network diagram, symbolizing the connection between the two groups.

We have been in your shoes - we are CPG veterans and former Fortune 500 executives. We are also entrepreneurs who have started our own companies or helped start ups grow. We lead with empathy and an entrepreneurial point of view.

Our Guiding Principles

We approach each problem like an entrepreneur – we approach innovation challenges differently and aren’t afraid to roll up our sleeves and dive into the details. No problem is too big or too small for us to figure it out.

We don’t tolerate marketing puffery – big ideas can also be pragmatic. We provide actionable insights and plans grounded in reality.

We push and challenge for deeper thinking – we’re the agency you hire to solve problems and will always call out options if we see another angle.