Most food founders fail at manufacturing. Not because their product is bad, but because the manufacturing world plays by rules nobody tells them about. The second edition of Separating the Con Man from the Co-Man shows you those rules before they drain your bank account, break your supply chain, or sink your company. This fully updated edition reflects the new reality of food manufacturing after COVID: selective co-mans, fragile supply chains, stricter regulations, and a level of operational complexity that blindsides unprepared brands. If you are thinking about outsourcing production, this book may save your business. This edition gives you the insider knowledge most consultants never share: How to recognize the difference between a true manufacturing partner and an operator who will ghost you when things get tough - Why the co-man landscape flipped and why you now have to "sell" yourself as a client - The hidden preparation work every founder must complete before any co-man will take them seriously - How to tell if your recipe can scale or if it will collapse the moment it hits industrial equipment - The real financial math of outsourcing and why most founders underestimate capital needs by 50 to 70 percent - The common disasters that destroy promising brands and the patterns that predict them with eerie reliability - How to avoid being trapped by minimums, bad contracts, or a co-man who controls your entire production schedule You will not get theory. You will not get sugarcoating. You will get twenty-five years of real experience with brands that scaled, brands that struggled, and brands that were one bad run away from shutting their doors. Who this book is for: Food and beverage founders outgrowing home or commercial kitchens - Early and mid-stage brands considering their first co-manufacturing partnership - Entrepreneurs preparing for retail expansion, distributors, or larger wholesale accounts - Any founder who wants to avoid expensive mistakes before they happen If you want practical guidance, blunt honesty, and the operational truth about scaling your product through someone else’s facility, this book will give you clarity you cannot get anywhere else. Before you sign a co-manufacturing agreement, read this book. It may be the most profitable decision you make this year. "Will brings rare intelligence, integrity, and practical know-how to one of the most complicated parts of building a food or beverage brand. The insight he shares here will help companies navigate the critical manufacturing decisions that shape their future."— Jeff Klineman, Editor-in-Chief, BevNET, Inc. "When you need to source a co-manufacturer to produce your desired product, there is nobody else out there who has the breadth of network contacts as Will. He is guaranteed to find you your co-manufacturing partner!"— Roy Tam, Director of R&D, Natures Path "Will Madden knows that operational excellence doesn't happen by accident. It's built through disciplined processes, clear thinking, and a deep respect for the people who make products possible. His experience—from factory floors to global supply-chain transformations—gives him a rare ability to solve problems that others see as too technical or too complex. This book reflects that expertise and delivers insights any leader can use immediately."— Jeff Stites, Chief Executive Officer, Bubbies Homemade Ice Cream & Desserts, Inc. "Will offers a unique perspective, from having started and sold his own food company to working for billion dollar food manufacturers, that are invaluable to management teams in the food industry. We have relied heavily on Will's expert advice over the years and have saved time and money because of the insights he provided."— Darrin Foster, CFO, Oogie's Snacks "This revised edition reflects the depth of expertise Will Madden brings to scaling food and beverage brands. His grasp of the business, technical, and operational challenges of contract manufacturing makes this book a must-have for any founder preparing to engage a co-manufacturer."— Jeremy Halpern, Former Partner, Nutter Law Firm Food Practice When I first wrote this book, the co-manufacturing world was far more forgiving. Today it isn't. Capacity is tight, costs swing wildly, regulations are tougher, and one bad contract can sink a brand. This new edition was rebuilt from the ground up for the reality you are facing now. I've spent 25 years helping food and beverage companies scale through co-manufacturing, renegotiating broken contracts, fixing failed launches, and helping founders recover from expensive mistakes. I've walked the plants, reviewed the agreements, and seen exactly why some brands scale and others disappear. This book gives you the insider view most founders never get. You will learn how co-manufacturers actually choose brands, how to avoid being ghosted or strung along, how to recognize red flags before you sign, and how to structure relationships that protect your m