About Jorge Olson

The short, checkable version of who is writing to you. Every number on this page has a row in a claims ledger I keep, and the things I cannot yet put a number on are stated as what they are.

What I have actually done

I started in beverage as a wholesale distributor in San Diego, with my own trucks and my own reps, and grew that from five hundred accounts to seventeen thousand. Before that it was a van and a mini-storage unit. I have owned distribution companies in the United States and Mexico, including the Miller Beer distributorship for the state of Baja California, and held the exclusive for 5-hour ENERGY in Mexico. With my partner Sandro Piancone I grew a distribution and export company to a hundred million dollars in sales, carrying more than two thousand products into restaurants, bars, hotels and supermarkets across Mexico.

I have created more than a thousand consumer packaged goods, most of them in the years I owned that distribution business. I got a product into four thousand Walgreens stores without corporate approval, one store manager at a time.

Sandro and I co-founded two public companies: Green Globe International, taken public through a reverse merger, and Hempacco, taken public through an IPO onto NASDAQ.

What I do now

I manage CPG Life Fund I, a twenty-million-dollar private equity fund that backs consumer brands before they need a traditional investor. I am a partner in a full-service beverage development and sales company. I have mentored more than a hundred beverage founders one on one and over ten thousand through group coaching, webinars and masterminds.

I founded Guz.ai, an AI marketing laboratory where my team and I build the agents ourselves: a founder app, a press release ranker, a website ranker and builder, a sales agent, a video machine and an ad machine. The CPG Life App that came out of it screens founders before the fund looks at them.

I am advising an energy infrastructure company that rents power equipment to data centers and manufacturers in Mexico, and I am building an early-stage AI fund. Neither is named here yet. When they are announced, they will be.

I am the author of Build Your Beverage Empire, which is taught in university business programs, and of Wholesale Distribution MBA and Marketing Karma. I studied at San Diego State University. I live in San Diego and work both sides of the border.

What I believe about capital

Most of the money I have seen lost in consumer goods was lost on sequence, not on product. The same is true of the grid in Mexico and of AI founders: the order of decisions is the business. I write the letter to show the order, with the prices I paid for learning it.

How to reach me

There is no phone number on this site on purpose. Subscribe below and reply to the first email. It lands in my inbox, not a queue.