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Food and drink brands that stand for nothing fall for everything. And that doesn't work.

In episode 166 of the Foodpreneur with Chelsea Ford podcast, my guest is Janice Williams from Universal Media Co, a digital marketing and publishing company working with food and wellbeing brands. Janice makes the case for finding the right audience, not just a bigger one.

We get into why behavioural data beats demographics every time, and why borrowing trust from a brand that already has it can do more for a new product than any ad spend. The opportunity you now have is finding which brand is best for you to borrow from. Listen to learn how and:

💬 How to distil years of product development into one or two lines that land;

🤝 Why media should be treated as an influencer, not just a channel; and

🛒 What retailers actually want to see before they'll back you.

If you've ever felt like you're shouting into the void on social media, wondering why sales still aren't moving, this episode will change how you think about where your marketing effort goes.

Season 18 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase — scaling up, landing your first major retailer, or figuring out procurement — NFTC is worth knowing about.

LINKS & RESOURCES:

• Universal Media Co. website
• NFTC website
• NFTC LinkedIn page
• BlueRock website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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In the eighth and final episode of Season 17 of Foodpreneur with Chelsea Ford podcast, I am joined by Helen Johnston, co-founder and creative director of Honey and Fox, and Henry Nevile from the Natural Foods Trading Company - two industry insiders who were on the ground at both the BiteBack Awards and Foodpreneurs Festival on 21 and 22 May. Both were there last year, too.

Together, the three of us unpack what actually happened. What stood out at Stickybeak Station, our product showcase. What Brand Story Studio revealed about where emerging brands are right now. And what Helen and Henry observed about the sophistication of this year's attendees' businesses.

More than 15 brands are named throughout the conversation - not as a roll call, but as real examples of what's working, what's standing out on shelf, and what the market is telling us right now to help you grow.

And after four years of bringing the event to life, and ten years working directly with emerging brands, I share what I’m seeing across the market and give you practical advice to help you grow your sales and brand faster.

If you were at the Foodpreneurs Festival, this is your recap. If you weren't, prepare to take notes - this is your free advisory session.

Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.

LINKS & RESOURCES:

• Collide Drinks
• Intentional Tea
• Mulled Beverages
• Uproar Snacks
• Spicetub
• Oaty Butter
• Seedy Foods
• Coast N Smoke
• Fabio Soda
• Umei Foods
• Made4Change
• Urban Forager
• Raffi Cookies
• Get Dressed
• Sweet Pea & Poppy
• Download your FREE Brand Story Starter Kit
• Honey & Fox website
• Honey & Fox Instagram
• Food Marketing Academy
• Jayne Gallagher LinkedIn
• Helen Johnston LinkedIn
• NFTC website
• NFTC LinkedIn page
• Henry Nevile LinkedIn
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Most people only think about fibre when something goes wrong. It's been sitting in the health aisle, powdered and medicinal, for decades. Nobody had moved it - until now.

Priscilla Mellado saw something everyone else missed.

Twenty years ago, pregnant and struggling with gut issues, she looked at the fibre category and thought: somebody has to do this better. That child is now 24. And Liquify Drinks is finally here.

In episode 164 of the Foodpreneur with Chelsea Ford podcast, Priscilla pulls back the curtain on what it actually takes to build a CPG brand from scratch. The 6,000 bottles she couldn't sell. The 6am fitness classes she shows up to pour tastings. Packing orders - even on the morning of this interview.

Priscilla describes it best herself: sometimes it literally feels like hanging upside down, spinning.

And yet - she's built something with real substance, and this week she walks into a room of investors and pitches for the future of her business. You're hearing her story right before that moment.

This is episode one of two. Priscilla pitches at Foodpreneurs Festival this week. We follow up after. You're coming on the journey with us.

Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase - scaling up, landing your first major retailer, or figuring out procurement - NFTC is worth knowing about.

LINKS & RESOURCES:

• Liquify Drinks website
• Liquify Drinks Instagram
• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Many founders sense something is getting in the way of their growth. They just can’t put their finger on what it is.

My guest today is Janessa Rutter, founder of Bask & Co., a Coeliac Australia-endorsed breakfast and snack company. Three years ago, Janessa was on the show with 40 stockists and baking her own product. Today she has 650 stockists nationally, including 300 Woolworths supermarkets and a co-manufacturer.

In this episode, Janessa and I talk about what actually changed and what had to change, inside and out, before the business could scale. We get into her ADHD diagnosis, what it explained about the imposter syndrome and rejection sensitivity she'd been carrying for years, and why that single realisation was the moment everything shifted.

We also talk about the decision to step out of production, how niching into the coeliac community changed her ranging conversations with buyers, and why systems aren't boring; they're the business.

If you face personal challenges that get in the way of building a scaling business, this episode is for you.

Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.

LINKS & RESOURCES:

• Bask & Co website
• Episode #75 Overcoming Imposter Syndrome to Land More Accounts
• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Finding the right manufacturer is usually the key to scale. And getting it wrong doesn’t just slow you down. It costs you time and money.

My guest today is Naishad Dalal, founder of Food Entrepreneurship Academy, also known as FEA Food Innovation. They take brands from product concept all the way to shelf.

In this episode, Naishad and I talk about the red flags you should watch out for when you're talking to co-manufacturers — and the three questions every founder should ask before committing to a co-packer. We also talk about why the wrong fit doesn't just cost you money. Of course it does. But something far more valuable in small business. And that's time.

We also break down minimum order quantities and what happens when your packaging format blows your numbers out.

If you've ever looked at a shot bottle or a sauce jar and wondered how the math works at scale — listen closely.

If you're developing a product, about to go into commercial production, or dealing with issues with your current manufacturer — this episode is for you.

Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.

LINKS & RESOURCES:

• FEA website
• Naishad Dalal LinkedIn
• Stickybeak Station & People’s Choice Award at Foodpreneurs Festival
• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Don't treat your label as the last thing you sort before going to print. Retail buyers assess your label before they'll taste your product. They have to. Competitors can scan your claims looking for grounds to report you. A formulation change — even a small one - or a new product launch means you need a compliant label. Every time.

Bring compliance into your NPD from the start - not as a checklist, but as a strategic tool. Nutrient content claims, general level health claims, health star ratings — used together, they let you build a marketing story that's genuinely substantiated. One that holds up to a buyer, a competitor, and an enforcer. That's differentiation. And it comes from your regulatory work, not despite it.

In episode 161 of the Foodpreneur with Chelsea Ford podcast, Roslyn Anderson — founder of Tastebuddies, a regulatory compliance consultancy — breaks down why your food label is a legal document, not a design asset, and what's actually at stake if you get it wrong.

Don't miss this episode - you'll learn:

🛒 Why retail buyers assess label compliance before they'll taste your product

⚗️ The ingredients tripping founders up right now

🔄 What a formulation change means for your entire regulatory position

🚨 Allergen recalls: what they look like for a small brand, and why your recall plan needs to exist before you need it

📈 Claims stacking: how to use compliance to build brand differentiation and a substantiated marketing story

This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase - scaling up, maybe landing your first major retailer, figuring out how to buy smarter - NFTC is worth knowing about.

LINKS & RESOURCES:

• Tastebuddies website
• Tastebuddies Instagram
• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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What does it take to build a brand that lives in the hearts and minds of consumers without a big budget, a big team, or a big agency behind you?

In episode 160 of the Foodpreneur with Chelsea Ford podcast, I sit down with Mirko Bonmassar, founder of Social Fixation, a marketing agency with a fixation on making brands impossible to ignore.

In this episode you’ll learn:

🎯 What a brand campaign actually is and why it doesn't have to cost what you think it might

🏗️ The difference between building a product, a brand, and a business and why it matters

👀 Who you're really competing with for attention (it's not who you think)

💡 The "What If" practise Social Fixation uses to unlock creative campaign ideas

🙌 A case study that proves a great campaign can cost next to nothing and how you can do it yourself

🏆 Why the BiteBack Awards Brand Campaign category is more within reach than you think

The BiteBack Awards Brand Campaign category is sponsored by Social Fixation. If this episode has you thinking you've got a campaign worth entering, head to https://foodpreneursfestival.com/biteback-awards/ to find out more.

This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

LINKS & RESOURCES:

• Social Fixation website
• Mirko Bonmassar LinkedIn
• BiteBack Awards webpage
• Hyro website
• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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She was hyperventilating backstage. Her cards went everywhere. She ran over time. She was ready to congratulate someone else when they announced the winner.

That winner was Theresa Dang from SUP Foods. Theresa won the inaugural CPG Investor Hub pitch competition at Foodpreneurs Festival 2025.

SUP Foods is Asian freeze-dried soup cubes inspired by Theresa’s family's greenhouses in Vietnam. Before SUP Foods, Theresa had no food industry background, had never pitched to investors, and was up against founders with major retailer listings and corporate pedigree.

In episode 159 of the Foodpreneur with Chelsea Ford podcast, Theresa gets into what it really takes to build a food brand from the ground up while working full-time and what happens when you back yourself publicly, even when every nerve in your body is telling you not to.

Don't miss this episode — you'll learn:

💡 What the CPG Investor Hub investors told Theresa about business structure, trademarks, and getting investor-ready

🤝 What happened after she was crowned the winner and what she walked away with

This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

The CPG Investor Hub returns at Foodpreneurs Festival 2026. Applications are open now at foodpreneursfestival.com.

LINKS & RESOURCES:

• SUP Foods website
• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Your ingredient supply chain is the backbone of your product. Get it right from the start and everything else — ranging conversations, scaling production, landing major accounts — becomes a lot more manageable.

The challenge is, most brand owners are laser-focused on their finished product — the packaging and the branding — and the supply chain gets built around it as an afterthought. But what happens when you can't get your product on shelf in the first place? Or when your single-origin ingredient is suddenly unavailable? Or when you finally scale and your supplier can't move with you?

In episode 158 of the Foodpreneur with Chelsea Ford podcast, Shaun Borg — sales lead for Langdon, the go-to purveyor of the finest ingredients, and the man overseeing the Natural Foods Trading Company (NFTC) — shares everything you need to know about sourcing ingredients, straight from someone who has been doing it for over 25 years, with origin trips across India, Vietnam, Indonesia, Sri Lanka and Cambodia under his belt.

Don't miss this episode — you'll learn:

🌶️ Why unique ingredients are not your point of difference — and what to do instead

📦 How to source by the bag, not the pallet, and set yourself up to scale

🏪 Why starting with Independent retailers before major retailers is still the smartest move

🤝 How to set yourself up as a customer worth investing in, even when your volumes are small

This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

LINKS & RESOURCES:

• NFTC website
• NFTC LinkedIn page
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Pitching your story does not mean telling people everything about your product.

Yet many do. When you're close to what you've built — every detail, every decision, every reason it's better — it can all come out at once when given half a chance to talk about it.

The problem is, customers, buyers and distributors won't listen for more than a few seconds. And buyers have heard it all before. #sorrynotsorry

The consequence is real. Inconsistent, overloaded messaging erodes trust before a customer even picks up your product, makes ranging conversations harder, and means every new stockist, channel, or distributor feels like starting from scratch.

In episode 157 of the Foodpreneur with Chelsea Ford podcast, Jayne Gallagher and Helen Johnston from Honey & Fox, a specialist branding and marketing agency working with premium food and drink businesses, walk through how to fix it, including their framework for building the soundbites that become the foundation of everything your brand says and does.

Don't miss this episode — you'll learn:

🎬 How to create a movie trailer, not an essay, for your brand story

🗣️ The "and, but, therefore" structure for building soundbites that stop people in the aisle

🚫 The language trap that makes good brands invisible

👁️ How inconsistency across your touchpoints kills consumer trust

💡 Why you can't build your brand story alone and what to do instead

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Jayne and Helen are also bringing their Brand Story Studio to Foodpreneurs Festival in May. Details are on the Foodpreneurs Festival website.

LINKS & RESOURCES:

• Honey & Fox website
• Episode 148 Marketing System for Food Brands: Clear, Consistent, Low Maintenance
• Your Free Pitch Plan
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Your product is good. Your packaging was too — once. But something's shifted.

Maybe your range has grown and the system hasn't kept up. Maybe you're pitching to bigger retailers but your pack still has a farmer's market feel. Maybe sales have plateaued and you can't put your finger on why.

In episode 155 of the Foodpreneur with Chelsea Ford podcast, I chat with Natalie Townsend, founder and creative director of Griffin Grace, a brand and packaging studio that works with founder-led CPG brands across food, beverage, beauty, and wellness.

You may remember Natalie from episode 71 where we covered building a brand from scratch. Today we go deeper into the refresh: what to do when your packaging is holding your brand back.

Tune in to hear Natalie share:

🚨 The warning signs your packaging is creating friction — and costing you ranging opportunities

🔍 The strategic work that happens before a single design decision is made

📋 Why compliance changes are actually a gift — and how to use them to your advantage

💸 How to approach a refresh without throwing everything out and blowing your budget

🗓️ Why your packaging is never truly finished — and how to plan for that without it freaking you out

🏆 How a Byron Bay muesli brand listened to a David Jones buyer and got listed

Natalie also walks through real client examples — including how a staged refresh approach helped brands stay consistent while evolving, and why the cost of doing nothing is higher than most founders realise.

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Natalie will be there speaking on the Dream Lab stage and exhibiting in the Festival Fairground. Make sure you drop by to hear her talk and say hi to her in the Festival Fairground!

LINKS & RESOURCES:

• Griffin Grace website
• Episode 71 Branding & Packaging to Get Your Product Off the Shelf
• Your Free Pitch Plan
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Two creatives, a side startup, and a pasta sauce that's turning heads across Australia.

In Episode 155 of the Foodpreneur with Chelsea Ford podcast - Season 16, Planning Season - I sit down with Lachlan and Grga, the Melbourne co-founders behind Sorry Nonna. One's a graphic designer. The other's an advertising creative director who's worked with Netflix and Gatorade. Together, they're doing things in the pasta sauce category that Nonna absolutely did not approve.

Gochujang Arrabbiata. Limoncello Marinara. A limited-edition Carolina Reaper collab with Doom Juice wine. Oh, and a coffee bolognese that consumer testing quietly killed before it saw the light of day.

But underneath the cheeky branding and flavour obsession, there's a real business story, about what happens when creatives lean hard into their strengths, start planning (loosely), and build a cult following before chasing the majors.

Tune in to hear:

🍝 How Grga and Lachlan built a brand world first, and why they believe everything else follows from that

🍝 What winning a BiteBack Award actually unlocked for them - including the consumer testing that saved them from a very bad idea

🍝 Why they're in 100+ stockists in stores they genuinely love, and what that's done for their growth

🍝 How planning doesn't have to kill your creativity - it just needs to suit you

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported.

LINKS & RESOURCES:

• Sorry Nonna website
• Sorry Nonna Instagram
• BiteBack Awards Entry Kit
• Your Free Pitch Plan
• Grab Your Foodpreneurs Festival Ticket
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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You’re putting out content, but is anyone really noticing? Or are your posts getting lost in the feed?

I sat down with Sarah Kiryshin and Mandy Humphreys, co-founders of Content Bites, to uncover how food and beverage brands can make content that doesn’t just exist—it connects, excites, and sells. These two know why “beautiful food” is often your golden ticket and how to produce it fast without burning out.

In this episode, we break down exactly what works in 2026:

📱How consumers are actually watching content - and how to grab them before they scroll past

⏱️ The video length sweet spot that keeps eyes on your brand

🍓Why showing your food in its best light isn’t optional - it’s critical

⚡Quick content production hacks that actually generate excitement

❤️ The secret to creating posts that build real connection and loyalty

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked, and supported. Sarah and Mandy will be there, make sure to say hi to them in the Festival Fairground!

LINKS & RESOURCES:

• Content Bites Instagram
• Content Bites website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Running a consumer packaged goods (CPG) brand is exciting, but it comes with financial challenges - from inventory management to seasonal sales swings.

In this episode, I sit down with Tien Do from BlueRock to break down the essential tools for building confidence and control in your business finances.

What you’ll learn in this episode:

💵 Sales vs Cash Flow: Understanding the difference and why having sales doesn’t always mean having available cash.

📅 The 13-Week Cash Flow Forecast: A simple, actionable method to see trends, anticipate tight spots, and make informed decisions.

⛽ Working Capital Explained: What it is, why it matters, and the levers founders can pull to manage it.

🔮 Planning Ahead: How far in advance you need to forecast to handle seasonal highs and lows, and how this links to your personal remuneration and business growth.

🏆 Awards as a Strategic Tool: Even if you don’t win, why accountants want you to enter. Who knew!

🌳 Seeing the Forest for the Trees: Step back, block out time for your business, and make decisions with a clear destination in mind.

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported.

LINKS & RESOURCES:

• BlueRock website
• Tien Do LinkedIn
• Foodpreneurs Festival tickets
• BiteBack Awards
• BiteBack Awards Entry Kit
• Your Free Pitch Plan
• Chelsea Ford Co. Industry Newsletter

📅 Event Update: The March 5th Shelf Velocity event at BlueRock, Melbourne has been cancelled.

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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What actually makes a buyer say yes?

And more importantly… how do you avoid becoming the bottom 5% in your category and getting delisted?

In this powerhouse conversation, I sit down with Stuart O’Reilly from LaManna, one of Australia’s largest independent supermarkets, to unpack what founders rarely get told about retail.

This episode was so good we had to restart the recording due to tech hiccups - and honestly, I’m glad we did. What followed was a candid, generous and deeply practical conversation about brand building, demand creation and what it truly means to partner with a retailer.

In this episode, we unpack:

🔥 Real examples of brands who executed brilliantly - layering activations, in-store demos, social buzz, collaboration and display strategy to drive serious uplift

🛒 What buyers actually look for when you approach them - from tone of communication to brand story, shelf presence and category gaps

📈 Why demand creation matters more than product alone (and how smart brands prime momentum before they ever hit shelf)

📦 Supply chain realities founders often underestimate - and how poor replenishment can quietly derail early success

💡 The difference between “ranging” and true partnership - what backing your brand in-store really looks like

⚖️ The delicate balance of margin, price promotion, and protecting your brand value

🚨 What puts a product on the delist watchlist - and how to stay off it

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported.

LINKS & RESOURCES:

• LaManna website
• LaManna Instagram
• Stuart O’Reilly LinkedIn
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Getting on shelf is a milestone, but (close your ears if you're faint hearted), it's just the starting line.

In episode 151 of the Foodpreneur with Chelsea Ford podcast, I sit down with Rebecca Brook, founder of Rise Growth Lab, a food and beverage accelerator.

This conversation is for brand owners already on shelf. If you want to finish 2026 with more accounts, more reorders and more money in your pocket - and stop leaving it on the table - this is your episode.

Grab your pen and tune in to hear:

🛒 How to improve your rate of sale

🎯 Best practice for selecting the right channel partners

💰 The difference between COGS-plus-guesswork and what consumers will actually pay

📊 What a 30, 60, 90 day promotional plan looks like without a big budget

🔄 What you need to do to get reorders

📦 The cost of goods levers most founders haven't pulled yet

This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Rebecca will be there speaking on the Dream Lab stage. Make sure you drop into her talk and say hi to her in the Festival Fairground!

LINKS & RESOURCES:

• Rise Growth Lab website
• Rise Growth Lab Instagram
• Rebecca Brook LinkedIn
• Product on More Shelves Checklist
• Rise Food & Beverage Accelerator
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Your brand is killing it on social media. Sales are growing. But are you actually making money?

In episode 150 of the Foodpreneur with Chelsea Ford podcast - the first episode of Season 16, Planning Season - I sit down with Jason Stockton, founder of ERP system, Supply'd, and Patrick LaManna, CEO of LaManna Supermarket and Director of social media sensation Pistachio Papi.

Here's the thing: even wildly successful brands with a multitude of followers need tight operational systems. They still need to nail forecasting, manage cashflow, and understand true costs. Jason's Supply'd helps food businesses do exactly that - streamlining inventory, production, and financial planning so you're not bleeding money as you scale.

This conversation is a reality check for every brand owner who thinks growth solves operational problems. It doesn't. It exposes them.

Grab your pen and tune in to hear:

💰 What you need to understand your true costs

🏭 How to manage unpredictable ordering patterns

📦 Managing your cashflow when you have multiple sales channels all with different lead times

⏱️ How to prevent overproduction, stockouts, and missed orders

🎯 The forecasting shift that protects your margins when wholesale customers are expecting their order and you can't just sell them something else

This is the first episode of Season 16 - Planning Season, brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Jason will be there delivering his workshop, “What's Eating Your Margin? Uncovering Your Hidden Operational Costs.” for brands at the scale stage of their journey. Make sure you drop into his session or say hi to him in the Festival Fairground!

LINKS & RESOURCES:

• Supply’d website
• LaManna Instagram
• Pistachio Papi Instagram
• Patrick LaManna LinkedIn
• Jason Stockton LinkedIn
• Episode #134 Industry Insights from Foodpreneurs Festival 2025
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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You're on shelf. Now what?

In this episode of Foodpreneur with Chelsea Ford, I chat with Sonia Martinez, a retail expert from AUR Foodworks who works with both retailers and brands to improve in-store ranging, product positioning, and merchandising.

Sonia is clear: retailers provide real estate, they won't do the selling for you. And if your product isn't moving, you're at risk of getting delisted.

Grab your pen and paper and take notes. If you're driving for velocity, tune in to hear:

🛒 The one thing brands in Whole Foods did every week for six months that kept them on shelf

📸 What to photograph in-store that reveals exactly where your opportunity is

🤝 The partnership tool that makes retailers less risk-averse about keeping your product

🍯 When to propose "off-location" displays (and what that actually means)

📦 Why repositioning your product in a different category could save it from delisting

🚫 The biggest mistake founders make once they're on shelf

Sonia shares what separates brands who stay on shelf from those who get delisted and why every stockist should be treated like an active campaign, not a done deal.

This is the eighth and final episode of Season 15 - Marketing Season. If your product isn't moving the way you hoped, this conversation gives you the playbook to turn it around.

Season 15 is brought to you by Foodpreneurs Festival, a year's worth of sales and promotion opportunities under one roof. Sonia will be there on the Buyer Tasting Panel and delivering workshops for start-ups and scaling brands. Say hi to her!

LINKS & RESOURCES:

• Sonia’s LinkedIn
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Your product is great. People love it. But you're still struggling to sell it.

Sound familiar?

In episode 148 of the Foodpreneur with Chelsea Ford podcast, I chat with Jayne Gallagher, CEO and co-founder of Honey & Fox, a marketing consultancy that helps good food brands turn provenance into sales.

Jayne and her business partner Helen work specifically with food and drink businesses to cut through the marketing overwhelm and create systems that actually drive revenue - without needing a four-year marketing degree to do it.

Tune in to hear Jayne share her provenance-powered marketing system:

📖 The five elements that create compelling brand stories

🤝 Why over 60% of consumers don't trust what they see, hear, or read

🦀 A case study about a Queensland crab fishing business that saved tens of thousands in packaging costs by getting their brand strategy right before pressing go

🎯 Why most food brands start in the wrong place with social media

💰 How to set a realistic marketing budget

✅ The three things every buyer wants

Jayne breaks down why marketing isn't just social media, why proof is now one of your most precious commodities, and how to avoid the overwhelm of 50-100 conflicting pieces of marketing advice by following a simple system designed specifically for food and drink.

This episode is part of Season 15 - marketing season and is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof. Honey & Fox will be hosting a 'Brand Story Studio' at the Festival in May, 2026.

LINKS & RESOURCES:

• Honey & Fox website
• Provenance Powered Marketing
• Food Marketing Academy
• Fraser Isle Spanner Crab
• jayne@honeyandfox.com.au
• helen@honeyandfox.com.au
• 'Brand Story Studio' at Foodpreneurs Festival
• Edelman Trust Barometer
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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How do you build a beverage brand when the margins are slim and you have no outside funding and growth depends on you?

You make sales your North Star. Every single day.

In this episode of Foodpreneur with Chelsea Ford, I chat with Ollie Puddick, founder of Innerbloom, a functional beverage brand that's gone from farmers' markets to over 300 retail doors across Australia and New Zealand in just a few years.

Ollie quit his job as a professional firefighter at the end of last year to go all-in on Innerbloom. No safety net. No investors. Just relentless focus on the one thing that keeps the lights on: sales.

And he's brutally honest about the mistakes he made along the way.

You'll hear:

💰 The one word Ollie writes at the top of his weekly plan every Monday (and why it changes everything)

📈 Why Ollie believes he can hit $1 million in online revenue in 12 months - and how online sales solved a cashflow crisis that retail created

🍫 The difficult decision he's making about SKUs right now (hint: less is more)

🏪 How Ollie lost retail stockists without even knowing it - and what he learned about chasing doors vs. servicing accounts

🛒 The meeting filter that keeps him focused on what actually drives sales

📦 How he's built a team without hiring full-time staff (and why this works for a lean beverage business)

🎯 What a $10K trip taught him about being laser-focused on the right goals

Ollie is proof that you don't need a big team, outside funding, or perfect timing to build a successful food or beverage brand. If you're bootstrapping, wearing all the hats, and trying to figure out where to focus your limited time and money - this conversation will give you clarity.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Inner Bloom Coffee
• Inner Bloom Coffee on Instagram
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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Your product is great but is your packaging selling it when you're not there? Packaging is your silent salesperson so you need to make it work.

In this episode of Foodpreneur with Chelsea Ford, I chat with Gwen Blake, founding director of Boxer & Co, a packaging design agency specialising in fast moving consumer goods.

Here's the reality: we make 95% of our decisions by instinct. Colour, shape, and typography trigger autopilot purchases - green signals healthy and handwritten fonts signal crafted and your packaging has three seconds to trigger the right instinct - or your product stays on the shelf.

In this episode, you'll hear:

📦 Why packaging is a decision-making tool, not just pretty pictures

🧠 The biggest myth founders hold onto (it has to do with the front of your pack)

🌿 If you’re a health brand, what you must ditch to get cut-through with consumers

✅ What to include in your brief to designers (and what restrictions kill creativity)

Gwen breaks down how to make packaging work within retail realities.

This episode is for brand owners who struggle to translate product quality into packaging that drives sales.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Boxer & Co
• Gwen Blake on LinkedIn
• Boxer & Co on Instagram
• Nimbus
• Dilectio
• Coco and Lucas
• Grove Juice
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 18 with NFTC

Season 18, out now, is brought to you by NFTC – The Natural Foods Trading Company.

If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.

They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.

Think of them as the ingredient partner that grows with you—not one you'll outgrow.

Check them out at nftc.com.au

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You've got a great product. You're posting on social media. But are you actually building a community - or just racking up likes?

In this episode of Foodpreneur with Chelsea Ford, I chat with Sandra and Jordana from Six-Eyed Scorpion, the award-winning crispy chili oil brand that's absolutely nailing brand building in a crowded condiment category.

Sandra is a chef by trade and founder. Jordana is the head of marketing and brand (and a graphic designer). Together, they've built a premium brand that stands out in a sea of red, bold competitors by going blue, sophisticated, and unapologetically fun.

You'll hear:

🌶️ How they used a competitive matrix to find the gap in a saturated chili oil market - and why they chose blue branding in a category dominated by red

🤝 What community actually means beyond the buzzword (hint: it's not just posting "thank you" on Instagram)

🎨 Their approach to brand collaborations - from pitching Baker Blue to landing Broadsheet coverage

📧 Why people actually reply to their email campaigns and Instagram comments (and what happens when brands just "like" comments instead)

🏆 How having awards, like a BiteBack Award, makes such a difference

Sandra and Jordana break down their philosophy: it's a crime to be boring. They show up at events face-to-face, they share behind-the-scenes content people actually want to watch, and they approach collaborations with ideas (not just asks).

This episode is for brand owners who know their product is good but struggle to build the kind of community and brand affinity that drives repeat purchases and word-of-mouth referrals.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Six Eyed Scorpion Website
• Six Eyed Scorpion on Instagram
• Hill Martin
• Delbocia
• Baker Bleu
• Sandra Seah on LinkedIn

• 131 From Kitchen to Retail: How Six-Eyed Scorpion Crispy Chilli Oil is Winning Shelf Space

• Foodpreneurs Festival Biteback Awards

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.

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How do you really know if your packaging works? If your campaign will land? If your new flavour will sell?

You ask the people who matter most - your customers. Fast.

In this episode of Foodpreneur with Chelsea Ford, I chat with Anna Henwood, CEO of Stickybeak, a rapid consumer testing platform that delivers feedback from your target audience within 48 hours.

Anna reveals her frameworks for marketing effectiveness that help you get more product into more consumer baskets. We dig into the everyday decisions that often leave brand owners stuck at a fork in the road - campaign creative, pack design, claims, naming, flavours - the ones where a wrong move can be costly, but intel is hard to access quickly.

You'll hear Anna's three game-changing frameworks and:

📦 Why packaging is your silent salesperson (and your brand billboard) - and how to balance sell and brand without smashing it all on the front

📊 When to trust your gut and when to test it with real consumer feedback

💰 How smart foodpreneurs use accessible, affordable data to avoid expensive mistakes

🎯 Why what you think matters isn't always what your target market cares about (even if you have the same gluten intolerance)

🛒 How to make decisions that move product off the shelf and into baskets in cluttered retail environments

This episode is for foodpreneurs who are tired of second-guessing their marketing decisions and want to move forward with confidence, backed by real consumer insight that doesn't break the bank or take months to gather.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Anna Henwood on LinkedIn
• Stickybeak Research
• Stickybeak Website
• Graze
• Churn Foods
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• BiteBack Awards
• Chelsea Ford Co. website

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.

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Building one successful food brand is hard enough. But what if you could leverage your existing production to create multiple brands that serve different markets and price points?

In this episode of Foodpreneur with Chelsea Ford, I chat with sisters and co-founders Michelle Blyth and Justine Curtis from Cremorne Street Bakers, Balmain Baking Co., and cookï. Over eight years, they've built a wholesale baking business that now operates across three distinct brands - each serving different customers, channels, and price points.

Their retail journey escalated when Coles Local called them out of the blue after a category manager's mum spotted their products in Melbourne cafes. They had no retail presence, no barcodes, and no retail ready packaging - but they said yes and figured it out.

Today, their business spans foodservice (including Starbucks), Coles Local, independent retail, petrol & convenience, and direct-to-consumer.

Listen today and learn:

🍪 Why they created three brands instead of stretching one and how each serves a different market segment.

🍪 The "diffusion brand" strategy: using the same base dough to create premium, mid-tier, and convenience products.

🍪 How to inflation-proof your business by diversifying revenue streams while leveraging existing production.

🍪 How to make an unforgettable trade show stand.

🍪 The seasonal reality of wholesale baking, and how to manage when you make most of your money in a short time of the year.

🍪 Why their first salesperson after 8 years was a game-changer

This episode is for brand owners who've built strong foundations and are ready to think strategically about scaling - not just adding more SKUs, but creating multiple revenue streams that work together.

Season 15 is brought to you by Foodpreneurs Festival - a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Cremorne Street Bakers Website
• Cremorne Street Bakers on Instagram
• Balmain Baking on Instagram
• Function 8
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. websit

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.

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You've got a great product, decent packaging, and maybe even a few stockists. But here's the problem: your product isn't moving off the shelf. You're spending all your energy chasing new listings while your existing stockists are losing confidence.

This is the wake-up call you need.

In this episode of Foodpreneur with Chelsea Ford, I'm breaking down why so many CPG brands focus on the wrong metric.

I share real examples from brands that are crushing it. You'll hear about brands like Bippy Chili moving 30-40 units per week, Ammazza Pizza doing 2,000 units in a single week, and Mingle Seasoning achieving a 350% sales uplift for three months after one collaboration.

These results aren't accidents. They're the outcome of strategic marketing at every stage of the funnel.

Listen today and walk away knowing:

📈 How to improve your sales velocity.

📈 The marketing funnel explained and what to do at each stage.

📈 How to create demand signal before you even pitch to buyers (so they're already warm when you walk in).

📈 Real tactics from successful brands.

This episode is for brand owners who understand that getting on shelf is just the beginning. The ones who know that staying there depends on how good their marketing is.

Season 15 is brought to you by Foodpreneurs Festival, a year's worth of sales and promotion opportunities under one roof.

LINKS & RESOURCES:

• Zuum
• Gymbod
• Goodles
• Tahinineri
• Bippi Foods
• Mingle Seasoning
• Ammazza
• Biteback Awards
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.

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Scaling up from the bench top to commercial manufacturing is one of the biggest turning points for food, drink, and pet food brands. It’s exciting but it comes with challenges too: ingredient integrity, process changes, minimum order quantities, and the founder’s mindset all play a role in whether scaling feels like a breakthrough or a breakdown.

In Episode 141, I’m joined by Naishad Dalal of Food Entrepreneurship Academy, who has worked with countless startups and established brands to take them from idea through to commercial launch.

We unpack:

🌶️ The common misconceptions about scaling up to manufacturing at scale.

🦀 How to navigate trade-offs between artisanal quality and operational reality.

☺️ Real-world stories of founders who’ve made tough but smart compromises.

🧠 Why founder mindset and consumer communication are crucial to success.

Whether you’re just starting to think about scaling or you’re already managing commercial runs, this conversation will give you practical insights - and a dose of hope - that growth is possible without losing a product’s soul.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

1. Food Entrepreneurship Academy website
2. Food Entrepreneurship Academy LinkedIn Company LinkedIn Page
3. Naishad Dalal LinkedIn Page

4. 134 Industry Insights from Foodpreneurs Festival 2025

5. 128 Burnt Out & Broke: How to Afford a Co-Manufacturer

6. 107 How to Develop a Commercially Viable Food or Drink Product.

7. HydraCelt from Overtime Labs
8. Your Free Pitch Plan
9. Become A Foodpreneurs Festival Insider
10. Chelsea Ford Co. website

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

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Orders arriving by text at midnight.

Quantities scribbled on receipts.

Spreadsheets that don’t match the coolroom.

The result? Wasted product, missed shelves, and supply chaos retailers simply won’t tolerate.

In Episode 140 of Foodpreneur with Chelsea Ford, I speak with Philip Fierlinger, co-founder of Upstock (and one of the brains behind Xero), about why running a modern food business on scraps of paper isn’t just inefficient - it’s a systemic roadblock costing brand owners money, credibility, and growth.

If scaling matters to you, this episode is a must-listen.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

1. Upstock website
2. Scale your FMCG brand on Upstock
3. Philip Fierlinger LinkedIn
4. EatKinda
5. Coaching Claire MacDonald, Episode #43 What to do When a Stockist Says ‘No’ or ‘No for Now’
6. Your Free Pitch Plan
7. Become A Foodpreneurs Festival Insider
8. Chelsea Ford Co. website

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

You think you know what your customer wants… but do you really?

Turns out, most of us get it wrong.

In Episode 139 of the Foodpreneur with Chelsea Ford podcast, I’m joined by Angela Beswick from Stickybeak - the rapid consumer testing platform - and Bonnie Slade, founder of NaturKidz, whose last-minute product testing changed the trajectory of her pitch to a major retailer.

This one’s a must-listen if you’re launching a new product, updating your packaging, or prepping for a retailer meeting that needs to go right.

Why you’ll love this episode:

💡 Discover why your own preferences can be your biggest blind spot - and how to avoid being fooled by unconscious bias.
💡 Learn the packaging tweak that helped Bonnie confidently leave the skin on the feijoa (and why her customers are glad she did).
💡 Why “test early and test often” is smarter (and faster) than perfecting it all at the end.
💡 How Stickybeak’s quick turnaround gives you real-time data that can validate your ideas or help you pivot - even at the last minute.

This episode proves you don’t have to go with your gut or guess anymore. You can know. And that makes all the difference.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

1. Stickybeak website
2. Stickybeak Range Review Guide
3. NaturKidz website
4. NaturKidz Instagram
5. Your Free Pitch Plan
6. Become A Foodpreneurs Festival Insider
7. Chelsea Ford Co. website

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

It’s the milestone every brand owner chases - landing that major retail listing. But without solid systems in place, supply chain slip-ups, inventory miscalculations, and cash flow gaps can turn that win into a serious setback.

If you’ve just landed your first big retail order - or you’re gearing up to expand nationally without running out of stock (or cash) - this episode could save you time, money, and sleepless nights.

I’m joined by Cameron Aboud and Joel Alderden from sc3sixty, a fractional supply chain company helping emerging food and drink brands scale sustainably.

We discuss:

📦 The strategic moves to make right after your first big order.

📦 The biggest cash flow traps and stock mistakes that quietly kill growth.

📦 How to master inventory planning using the “Goldilocks” principle of not too much, not too little.

📦 What DIFOT means, why it’s non-negotiable, and how poor supply performance opens the door for your competition.

📦 Why ‘fractional’ supply chain support is smart business for brands that can’t afford full-time experts but want full-time results.

If you’ve been winging it with stock, crossing your fingers with cash flow, or you’re about to take a leap from local to national retail, this episode will give you the insights to scaling with longevity.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

• sc3sixty website
• Cameron Aboud’s LinkedIn profile
• Joel Alderden LinkedIn profile
• Joost Bekker LinkedIn profile

• 132 Plant-Based Milk, Powered by Data: How Drink Nimbus is Disrupting the Industry & Tackling Waste

• 136 The Hidden Costs Eating Your Profit

• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Brand owners could literally be leaving thousands of dollars on the table simply because they don’t realise they’re eligible for funding. If you're making, baking or creating - and not claiming the R&D tax incentive - then this is the episode that will help put money back in your pocket.

In this episode of the Foodpreneur with Chelsea Ford podcast, I’m joined by Anthony Chi from Bluerock Consulting. Anthony is a rare breed who’s both a lawyer and an accountant. He’s worked with countless food and drink businesses and knows exactly what it takes to get tax incentives for packaged food, drink or pet food businesses.

We talk about:

💸 What you can and can’t claim under the R&D tax incentive.
💸 The right time to call in an expert (and how to make that conversation count).
💸 Exactly what you need to know when claiming grants for your business.

I also put Anthony on the spot about the big retailers. His take? Not to be missed.

If you've been avoiding grants because they sound too hard, or you've convinced yourself your business isn’t eligible, this episode will shift your mindset, and might just put more money in your pocket.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

• Bluerock website
• Anthony Chi LinkedIn
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Many brand owners think the only way to grow is to do more. More products, more orders, more late nights. But being busy and trying to do it all yourself to save money doesn’t mean you’re building a smarter business.

In this episode of the Foodpreneur with Chelsea Ford podcast, I’m joined by two brilliant minds who know how to scale without the chaos - Jason Stockton, founder of the ERP system Supply’d, and Ross Galettis from Madhouse Bakehouse, who’s supplying Qantas (and hundreds more) with mouth-watering baked goods.

In this episode, we lift the lid on:

📈The hidden costs eating your profit (and how to spot them).
📈How to stop working in silos and get every department talking.
📈How to produce more, without additional costs.
📈The real reason saying “I’m too busy” is killing your margins.
📈The tech most brand owners underestimate – and the 3-4x ROI they’re missing.

If you’re drowning in the day-to-day, but serious about scaling, this episode is filled with tactical help for brand owners who are in the weeds and don't know where to start.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

• Supply’d website
• Supply’d free tools
• Jason Stockton’s LinkedIn profile
• Madhouse Bakehouse website
• Madhouse Bakehouse Instagram
• Ross Galettis LinkedIn profile
• Episode #134 Industry Insights from Foodpreneurs Festival 2025
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. website

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Scaling or just staying busy?

Too many brand owners are growing, and keeping busy. But don't confuse that with scaling. More stockists, more sales… and a whole lot more stress. Margins stay razor-thin, costs creep up, and burnout isn’t far behind.

So this podcast season, I’m calling time on the chaos - because it is possible to scale without losing sleep or profits - using systems, strategy and structure.

In this solo episode, I’m breaking down:

🔑 The real difference between growth and scale.
🔑 Why scaling isn’t sexy - but it's sustainable.
🔑 My 8-part Function 8 framework to fix your foundation and grow profitably.
🔑 How to stop building a job… and start building a business.

This Season of Foodpreneur with Chelsea Ford is brought to you by Chelsea Ford Co.’s tenth anniversary. Ten years in, I’m more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

LINKS & RESOURCES:

• Function 8
• Chelsea Ford website
• Foodpreneurs Festival website
• Become A Foodpreneurs Festival Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Didn’t make it to Foodpreneurs Festival 2025? Or maybe you were there but want a refresher on all the high-impact opportunities presented at the event, and the practical steps to take now to leverage your learnings and industry connections?

In this episode, I sat down with Naishad Dalal, food scientist, entrepreneur, and founder of the Food Entrepreneurship Academy, and Jason Stockton, operations expert and founder of Supply’d, the ERP system built just for Foodpreneurs.

Together, we unpack exactly what went down at Foodpreneurs Festival 2025 - from the brands to watch, to the big questions buyers were asking, to the tools and systems fast-growing brands are using to stay lean and scale smart.

Tune in to learn:

🍏 What retailers were at the Festival and what they were looking for (make note of tips for next year!).
🍏 The standout brands from the Festival that are gaining serious traction.
🍏 How to scale without blowing your budget.
🍏 Margin management: what "healthy" really looks like in today’s climate.
🍏 What your pathway to profit should look like.
🍏 How to use automation to help you grow.

Whether you missed the Festival or just want to make sure you caught every juicy insight, this episode is your post-Festival debrief and action plan.

Listen now to hear how the Festival cracked open growth strategies that work, and what to do next to stay ahead.

LINKS & RESOURCES:

• Grounded Wholefoods website
• Lady Alchemy website
• Quickie Cookies website
• Coast n Smoke website
• SUP Foods website
• Supply’d website
• Jason Stockton’s LinkedIn
• Food Entrepreneurship Academy website
• Food Entrepreneurship Academy LinkedIn
• Naishad Dalal’s LinkedIn
• Your Free Pitch Plan
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Scaling a frozen food brand? It’s not for the faint-hearted. Cold chain logistics, merchandising nightmares, and razor-thin margins make it one of the most challenging categories in the game.

But Mrinali Kumar, CEO and co-founder of EatKinda, is flipping the script - proving that bold innovation, sustainability, and smart operations can carve out a winning edge.

In this episode, Mrinali reveals how EatKinda - the world’s first cauliflower-based ice cream - went from a small-town pitch comp in New Zealand to over 120 retail listings, and garnering international buzz, for its mission to reduce food and plastic waste.

And now? They’re exiting NZ (for now!) to go all to focus on the US market.

Tune in to learn:

🍦 How cauliflower creates that ultra-creamy, dairy-like texture.
🍦 What frozen distribution really costs, and how they lifted margins from 17% to 40%.
🍦 How smart use of foodservice data landed them on retail shelves.
🍦 The merchandising missteps that almost cost them big.
🍦 Why the US is their next frontier - and how they’re making the leap.

If you’re building a food or drink brand and want to scale sustainably and profitably, this episode is your playbook.

👉 Listen now to hear what it really takes to build a disruptive CPG brand that lasts.

This Season of Foodpreneur with Chelsea Ford is brought to you by Foodpreneurs Festival - a year’s worth of sales and promotion opportunities under one roof - and Chelsea Ford Co., modernising the CPG industry, one emerging brand at a time.

LINKS & RESOURCES:

• Eat Kinda website
• Eat Kinda overseas
• Your Free Pitch Plan
• Get Your Foodpreneurs Festival Ticket Now
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Alexandra Bekker, founder of Drink Nimbus, is on a mission to shake up plant-based milk and the sustainability issues that come with it. After a highly successful eCommerce career, she discovered the shocking truth: 138 billion long-life cartons end up in landfill each year. So, she set out to create a better alternative.

In this episode, Alexandra shares how she:

🌱 Validated her oat milk powder concept through surveys and kitchen trials
🛠 Navigated supplier relationships and big MOQs to get production off the ground
📈 Built a scalable operational setup that’s taken Drink Nimbus into 100+ stores and countless homes
💰 Manages unit economics, cash flow, and digital ad spend with precision
🛍️ Avoided the Black Friday discount trap and turned it into a profit win

Alexandra’s eCommerce expertise and data-driven mindset make this a must-listen for food and drink brand owners looking to scale profitably.

This Season of Foodpreneur with Chelsea Ford is brought to you by Foodpreneurs Festival - a year’s worth of sales and promotion opportunities under one roof - and Chelsea Ford Co., modernising the CPG industry, one emerging brand at a time.

LINKS & RESOURCES:

• Drink Nimbus website
• Your Free Pitch Plan
• Get Your Foodpreneurs Festival Ticket Now
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Sandra Seah, founder of Six-Eyed Scorpion, has built a premium, seriously flavourful crispy chilli oil brand that’s shaking up the condiment aisle. Voted #1 chilli oil by Gourmet Traveller, her range blends bold Singaporean flavours with top-tier Australian ingredients - and retailers are taking notice.

For episode 131, fresh off landing in Harris Farm Markets, I spoke to Sandra about how she’s scaling smartly, ensuring profitability while keeping quality at the forefront. In this episode, we dive into:

🔥 The strategic shifts that helped Six-Eyed Scorpion secure retail shelf space
🔥 How Sandra balances handcrafted quality with demand planning and distributor relationships
🔥 The financial levers she pulls to keep her margins strong and cash flow steady
🔥 The power of brand-building - and why she’s prioritising it over launching new products
🔥 The logistics and supplier strategies that keep her operation running smoothly

If you’re an emerging brand looking to level up your retail game, Sandra’s insights will help you make smarter, more strategic moves.

This Season of Foodpreneur with Chelsea Ford is brought to you by Foodpreneurs Festival - a year’s worth of sales and promotion opportunities under one roof - and Chelsea Ford Co., modernising the CPG industry, one emerging brand at a time.

LINKS & RESOURCES:

• Six-Eyed Scorpion website
• Six-Eyed Scorpion at Harris Farm Markets
• Your Free Pitch Plan
• Get Your Foodpreneurs Festival Ticket Now
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Burnout is a real challenge in the industry. Many Foodpreneurs start their businesses as a side hustle - juggling production, marketing, sales, packing, and every other task that comes with running a business solo.

But it doesn’t have to stand in the way of scaling.

For episode 130, I sat down with Laura Allan, founder of Isaac’s Snacks, the wholefood bites brand keeping it real with fewer than 10 ingredients. With 900+ Woolworths stores stocking her products and a strong presence in independents, Laura has built what so many Foodpreneurs dream of. But it hasn’t been easy.

Scaling isn’t just about getting more products on more shelves. It’s about navigating MOQs, cashflow pressures, and the hidden costs of retail that no one warns you about. And for Laura, it also meant hitting a breaking point - stuck in the relentless cycle of doing everything herself, until burnout forced her to rethink how she was running the business.

In this episode, we unpack:

🧇 The real cost of outsourcing to a co-manufacturer, why it’s necessary, but not without its challenges.

🧇 How she tackled the financial strain of meeting retailer expectations - because it’s not just about getting on the shelf, it’s about staying there.

🧇 The trial-and-error approach to finding the right people so she could focus on growth, not late-night admin.

🧇 Why relationships (not just branding) have been the key to her success, and how she’s leveraged partnerships to push through every challenge.

🧇 The evolving P&L and cashflow forecast that keeps her in control - because running a food business without a financial strategy is a recipe for disaster.

This Season of Foodpreneur with Chelsea Ford is brought to you by Foodpreneurs Festival - a year’s worth of sales and promotion opportunities under one roof - and Chelsea Ford Co., modernising the CPG industry, one emerging brand at a time.

LINKS & RESOURCES:

• Isaac's Snacks website
• Your Free Pitch Plan
• Get Your Foodpreneurs Festival Ticket Now
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

You’ve got the vision - but do you have the supply chain to scale it?

For episode 129, I sat down with Stefan Di Benedetto, founder of Solbevi, the limoncello spritz brand shaking up the drinks industry across Australia and New Zealand. His goal? Nothing short of global domination.

But here’s the reality: scaling a challenger brand isn’t just about a great product, it’s about making smart manufacturing and distribution moves, fast.

Stefan’s story is one of relentless ambition, resilience, and strategy. He went from a side hustle in construction to outselling Aperol in key venues, securing Dan Murphy’s, and landing a major NZ retail deal with Super Liquor.

But it hasn’t all been smooth sailing, and in this episode, he opens up about:

🍋 Why he believes limoncello has the same global potential as Aperol - and how he’s positioning Solbevi to own the ‘yellow bottle’ space.

🍋 The unexpected production challenges that came with moving manufacturing to NZ - and what he’s learned from shuffling stock across warehouses to keep up with demand.

🍋 How he got stocked in Australia’s biggest liquor retailers (hint: persistence and standout packaging go a long way).

🍋 The funding realities of the drinks industry, why he was naïve going in, and what he’s doing differently now to secure investment for expansion.

And just before we recorded? He got hit with a massive setback - one that’s going to cost him big. But this ‘drinkpreneur’ who says “things happen for a reason,” is making limoncello out of every lemon he gets served!

This episode is for every Foodpreneur navigating the highs and lows of scaling. If you’re pushing for something big but feel the weight of every challenge, Stefan’s story will remind you that the biggest brands don’t just happen, they’re built through hard work and determination.

LINKS & RESOURCES:

• Solbevi website
• Solbevi at Dan Murphy’s
• Vintage Sellers website
• Super Liquor website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

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Send us a text

You’re burning out – but still not paying yourself a wage. So how do you afford a co-manufacturer without cutting corners?

In episode 128 we’re getting real about the biggest challenge many Foodpreneurs face: you’re working non-stop, but your margins aren’t big enough to pay yourself - let alone afford to outsource production.

But here’s the thing: sticking with in-house manufacturing might actually be costing you more.

That’s why I’m joined by Naishad Dalal, food scientist, entrepreneur, and Founder of the Food Entrepreneurship Academy. Naishad knows everything about scaling food and drink products the smart way, and in this episode, he’s breaking down:

📈 How to assess your true production costs, and where you can find margin to pay yourself without switching to lesser-quality ingredients.

📈 The negotiation strategies that help Foodpreneurs reduce co-manufacturer MOQs (so you’re not overcommitting to huge runs you can’t afford).

📈 How economies of scale actually work, and why ingredient purchasing power could be your secret weapon.

📈 What founders get wrong about IP protection (yes, your ingredient list is public, but that doesn’t mean your formulation is up for grabs).

📈 Why your attachment to in-house production might be holding you back, and how to shift your mindset to unlock new growth opportunities.

We also talk about Doughlicious’ collaboration with PepsiCo and what emerging brands can learn from how they leveraged a co-manufacturer to tap into the hot new ‘swicy’ trend.

If you’re hesitant to outsource because you think you’ll lose agility, or you’re worried that co-mans will limit your ability to launch new products quickly, this episode will challenge your thinking.

Missed Naishad’s first episode? Check out Episode 107 for the foundations on developing a commercially viable food or drink product.

Season 13 is all about systemising your supply chain, so you can grow without grinding yourself into the ground. Tune in now and take the next step towards paying yourself while making more sales and building a stronger brand.

LINKS & RESOURCES:

• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Become a Chelsea Ford Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Business isn’t always exciting - and that’s exactly the point.

In episode 127 of Foodpreneur with Chelsea Ford, we’re kicking off Season 13 with a solo session that dives into a truth many overlook: success isn’t about chasing shiny new strategies. It’s about implementation.

Yep, the boring stuff. The routines. The consistency. That’s where growth lives.

This episode includes:

🚀 Why the ‘boring basics’ are your business’s secret weapon - and how ignoring them is costing you more than you think.

🚀 The 90-day sprint method: the simple, repeatable framework Chelsea’s clients use to stay focused, organised, and profitable.

🚀 Real stories of Foodpreneurs who mastered consistency and how that ‘boring’ discipline helped them scale to major retailers like Coles and Woolworths.

🚀 The uncomfortable truth about success - it’s not about finding the next big thing, but doing the small things, over and over, until they compound into something extraordinary.

If you’ve ever felt stuck, overwhelmed, or like you’re spinning your wheels, this episode is for you. Chelsea doesn’t just talk about the what—she gives you the how, with actionable steps to implement immediately.

Season 13 is all about operations because that’s where the magic happens (even if it feels mundane).

Tune in now to learn how mastering the basics can transform your food business from chaotic to consistent - and profitable!

LINKS & RESOURCES:

• Function 8
• Chelsea Ford website
• Foodpreneurs Festival website
• Become A Foodpreneurs Festival Insider

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Spotting a gap in the market often sparks the creation of something truly innovative - and that’s exactly what happened for Tim and Liam from Bae Juice. They saw the need for a reliable hangover solution and turned it into a thriving business. Bae Juice - a Korean pear juice infused with a unique enzyme to tackle hangovers, launched in 2019, has become a go-to remedy, stocked in over 3,500 stores across Australia and now Brooklyn, New York!

Their approach is all about smart, intentional growth and in this podcast episode, they share:

🍐 The decision that boosted Woolies sales by 9.89%.

🍐 How focused pitching and a clear philosophy - "the most accessible hangover prevention drink on the market" - landed them shelves in Dan Murphy’s, Woolies, Coles Liquor, and more.

🍐 How they’re scaling strategically - from FDA approvals to expansion into the US market, how they’re building a business primed for global success and aiming for $100M in revenue.

🍐 Their exact processes on how they are building their brand across two different markets.

Tim and Liam are authentic and open. True brand builders who are playing the long game (and are so far, smashing it!) Their philosophy? Grow slow, stay authentic, and always deliver.

Learn how Bae Juice is redefining what it means to scale with intention in this episode of Foodpreneur with Chelsea Ford, presented by Thrive Collective—the powerhouse behind brands like Welly, GYM BOD, and of course, Bae Juice. Tune in for tips, strategies, and a peek at what it takes to build a category-leading brand!

LINKS & RESOURCES:

• Bae Juice Australian Website
• Bae Juice USA Website
• What Tim & Liam said about working with Thrive Collective
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

When Roz White and her husband Michael started their first White’s IGA store 31 years ago, they weren’t just opening a business; they were planting roots. Fast forward to today, and they’ve grown into a Sunshine Coast icon with six stores, over 520 staff, and deep connections to their local community.

Roz’s formula for success? A steadfast commitment to people, relationships, and purpose-led retail. From choosing not to implement self-checkouts—valuing connection over convenience—to building partnerships with 200 local Sunshine Coast suppliers, Roz’s vision has always been about more than just groceries; it’s about community.

If you want insights into the mind of a buyer, Roz’s story is packed with practical lessons on creating impact in retail, including:

🛒 Purpose before profit – Why staying local and supporting 200+ Sunshine Coast suppliers ensures her stores are truly for the community.

🛒 Mastering market shifts – Her insights into changing consumer behaviour, from the growing demand for private labels to shifts in promotional spending.

🛒 Stand out by knowing your niche – Why brands need to understand their position in the market and explore innovative ways to differentiate.

🛒 Retailtainment at its best – Why making shopping an experience, rather than a transaction, keeps customers coming back.

🛒 Building trust – How strong supplier relationships create mutual success and why every brand needs to do their homework.

This episode of Foodpreneur with Chelsea Ford is presented by Thrive Collective, the company helping driving growth for brands like Welly, Bae Juice, and The Kimchi Company.

LINKS & RESOURCES:

• Whites IGA Website
• Locavores Podcast
• Roz White LinkedIn
• Food Agri Network (F.A.N.) Website
• Woombye Cheese Website
• Maleny Dairies Website
• COYO Australia Website
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Inside

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

When Jarahad Valeri saw parents struggling to get kids to eat more fruits and veggies, he saw an opportunity. That spark led to Welly — a snack company that turns fruits and veg into kid-friendly, gut-healthy bites that parents can trust. Launching Welly Kids in 2022 and expanding to adults in early 2023, Jarahad set out to bring these health benefits to a wider audience. His formula for success? A powerful mix of internal data, direct consumer conversations, and retailer insights that shaped Welly’s path forward to where they are now - stocked in Coles and Woolies across the country as well as in 250 independent retailers.

In this episode, Jarahad reveals the core strategies that have helped Welly grow, including:

🍎 Real consumer insights – Why talking directly to parents was his key to understanding what they actually needed from healthy snacks.

🥕 Pitching with precision – His winning formula at Foodpreneurs Festival, where he used every second to create a tailored, impactful pitch for buyers.

🍎 Growing with intention – Why Welly focuses on specific retail partnerships over widespread distribution, ensuring each location supports steady sales.

🥕 Partnering for Success - How Welly joined forces with this season’s presenting partner, Thrive Consulting, to achieve national distribution of their powders and bites in Coles, Woolworths, and Woolworths Metro.

Whether you’re building a brand or planning your next pitch, listen now as Jarahad’s journey offers practical advice for making an impact in retail! This season of Foodpreneur with Chelsea Ford podcast is presented by Thrive Collective, the growth engine behind brands like Bae Juice, GYM BOD, The Kimchi Company and Welly!

LINKS & RESOURCES:

• Welly Website
• Welly Instagram
• Welly Kids Instagram
• What Jarahad says about working with Thrive Collective
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Mason Bagios didn’t set out to transform Australia’s drinking culture - but that’s exactly what happened when he chose to quit alcohol and embrace cleaner living. This personal journey inspired Kommunity Brew, a brand he co-founded to offer mindful, substance-free options that resonate with a new generation of health-conscious Aussies. From the start, Mason knew that authenticity was key, creating kombuchas, probiotic waters, and botanical shots that were as genuine as his mission.

In Episode 123, Mason shares how he turned this vision into reality, touching on:

🥤 The importance of the “pub test” to ensure products align with the real reasons people are seeking non-alcoholic options.
🥤 How he used storytelling and core values to win over a diverse, health-focused community.
🥤 His $50M vision and why he’s focussing on in-store impact over social media.
🥤 The role of in-store demos and sampling in breaking down barriers and winning retailer support.

Mason also opens up about investor relationships, setting expectations, and celebrating the wins. Don’t miss Episode 123, and if you haven’t already, tune in to our other Brand Season episodes (119–122). Presented by Thrive Collective, the growth engine behind brands like Bae Juice, GYM BOD, and The Kimchi Company.

LINKS & RESOURCES:

• Kommunity Brew
• Mason’s LinkedIn
• Cold Matter
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

What began as her mum’s cherished muesli slice recipe, evolved into Springhill Farm, a brand house helmed by Fiona Whatley, bringing better-for-you, but equally delicious treats like Slice and Boodles to shelves across Australia. Together with her husband, James, Fiona has transformed a family recipe into a business that thrives on bold choices, from securing Woolworths’ support before products were even made, to shifting focus from product to powerful brand storytelling.

In Episode 122, Fiona shares her journey on:

🍫 Gaining early buy-in from retailers through pre-selling strategies (you’ve got to hear these!).

🍫 Why storytelling is the secret sauce behind Springhill Farm’s growth.

🍫 Savvy budgeting lessons and what to prioritise in marketing.

🍫 How they created loyal brand advocates through genuine community-building.

Get ready for a conversation packed with insights on how tradition and smart risk-taking can fuel brand success.

LINKS & RESOURCES:

• Springhill Farm
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Ever felt the frustration of squeezing lemons every day, only to watch the waste pile up? That’s exactly what sparked the creation of Naked Rivals frozen lemon and lime juice. The brand’s co-founders Andrew and Kate Gordon combined a passion for sustainability, with a sharp commercial lens, to build a brand that’s catching waves in retail—and staying on top.

In this episode, Andrew reveals the journey behind a product that’s revolutionising kitchens across Australia. From the first squeeze to securing shelf space in Coles and Woolworths, Andrew shares how he and his partner, Kate, knew it was time to “take a swing” and lean into something big.

Listen now and walk away with:

🍋 The key steps for scaling a consumer brand, from branding to financial modelling and deep consumer research.

🍋‍🟩 How to sharpen your value proposition and communicate what makes your brand stand out in a crowded market.

🍋 The role of passion and commercial strategy in engaging investors and securing distribution partnerships.

🍋‍🟩 Why patience is critical when growing a brand and how it plays into long-term success.

Don't miss this insightful episode packed with strategies to take your brand from concept to retail success story.

LINKS & RESOURCES:

• Naked Rivals Website
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

Grassroots marketing strategies can propel food, drink, and pet food brands from zero to hero, and this episode is all about actionable, boots-on-the-ground tactics to get you there!

Whether you're just getting started or looking to refine your brand's approach, this episode will help you take the next step. I break down three real-life examples of how local, customer-centric efforts turned small unknown brands into household names, including:

✨ Fodbods: Their gut-friendly snack bars weren’t just products—they were solutions for those with digestive sensitivities. Discover how connecting directly with health-conscious customers and leveraging influencer marketing, helped them expand.

✨ Remedy Drinks: Now a beverage empire, also began at the grassroots. Offering free samples at farmers’ markets and health expos, they started by showing consumers what kombucha was all about. Discover how they didn’t just sell a drink; but a lifestyle rooted in health and sustainability.

✨ Lyka Pet Food: Stood out in the crowded pet food market by prioritising transparency. Hear how engaging with customers at local events and online, they built trust with pet owners who valued knowing exactly what went into their furry friends' meals.

So, whether you’re a fresh face or a seasoned pro in the industry, tune in now and learn how to take your brand from the kitchen to the national stage.

LINKS & RESOURCES:

• FodBods
• Remedy Drinks
• Lyka Pet Food
• Oobli
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

From brand identity to building customer loyalty, this week’s episode of Foodpreneur with Chelsea Ford is packed with insights for emerging and challenger brand owners. I sit down with Hannah Murphy from Tracksuit and Matt Kowal from Naked Life Group, two experts who have successfully helped brands cut through the noise in today’s crowded market.

We dive deep into the power of branding—what it truly means, how it can make or break your business, and why packaged food, drink or pet food owners must focus on more than just their products to thrive. With real-world examples and candid stories, Hannah and Matt break down the strategic thinking that helps brands stay top of mind and competitive, whether they’re launching a new range or scaling up.

Tune in to this week’s episode to discover:
✨ What makes a brand memorable and successful.
✨ The role of emotional connection in brand building.
✨ Key strategies to differentiate your brand in the marketplace.
✨ The balance between short-term performance marketing and long-term brand equity.
✨ How tracking brand performance helps you make smarter decisions.
✨ Why your brand matters just as much as your product.
✨ Insights into how Naked Life is carving out space in the non-alcoholic drinks market.

Ready to elevate your brand? Hit play now! 🎧

LINKS & RESOURCES:

• Naked Life Non-Alcoholic Spirits Website
• Naked Life Group Website
• Tracksuit Website
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 14

Season 14, out now, is 'Scale Season' and is being presented by Chelsea Ford Co.’s 10th anniversary.

For a decade, Chelsea Ford has backed Foodpreneurs and pushed to shake up an industry that too often plays it safe and leaves smaller players behind. She champions bold products, smarter tech, and better ways of working - because the future of CPG should be shaped by ideas, not just deep pockets.

Chelsea believes every emerging brand deserves a fair shot - not crumbs from the big end of town. Founders, no matter their gender, ethnicity, cultural background, spiritual path, sexual orientation, or beliefs, deserve their place on the shelves.

Chelsea stands for healthy competition - real competition - where brave ideas and fresh brands rise up because they’re good, not because they’re bankrolled.

This podcast is part of that mission. Every episode sparks bigger thinking, practical action, and the connections you need to get your products into more hands - and more money in your pocket.

Ten years in, she’s more committed than ever. The next decade is wide open for those ready to do things differently and back themselves to grow.

Click this link to see how you can be part of it.

View Details

Send us a text

For Foodpreneurs the countdown to Q4—the "Golden Quarter"—is officially on with just 16 weeks to go! This is the season with epic sales including Black Friday, Cyber Monday, and the Thanksgiving, Christmas, New Year periods; unsurprisingly, the time of year when brand owners make the most money.

In this episode I cover how to make every week, from now until then, count so that packaged food, drink and pet food founders make the most of it.

Listen now to discover:

✅ Exactly what you need to focus on during this period.
✅ Why you need to show value to your stockists, and how to do it.
✅ How to break down your Q4 goals into manageable steps.
✅ Why now is the perfect time to ‘follow up’ with potential opportunities.

Remember, busy doesn’t equal effective. It’s about smart strategies that deliver. Listen to Ep. 118 now and finish 2024 strong 💪

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

View Details

Send us a text

From an aspiring entrepreneur to the CEO of Australia’s leading 'better for you' frozen dessert brand, Cass Spies’ journey is a testament to grit and determination. In this week’s episode of Foodpreneur with Chelsea Ford, I sit down with Cass, the powerhouse behind Twisted Healthy Treats.

Cass launched her dream business in 2009 after returning from the UK, inspired by Janine Allis’ Boost Juice franchise model. What started as a retail frozen yoghurt shop quickly evolved into a thriving wholesale business, landing Twisted’s treats in 2,500 supermarkets across Australia, 5,000 school canteens, and even Costco in Australia, China, and the US.

In this episode, Cass opens up about the highs and lows of running her own manufacturing facility, the importance of lean manufacturing, and how she’s built a brand that's both innovative and sustainable.

Tune in to this week’s episode to discover:

🍦Cass’s scaling journey and how she priorities what’s important.

🍦Navigating the challenges of owning a manufacturing facility.

🍦The balance between innovation and cashflow.

🍦Key pointers on what Cass would do differently if she started today (take note!)

🍦What it takes to land your product in thousands of stores and school canteens.

🍦 The power of a focused go-to-market strategy.

It’s an inspiring conversation filled with practical insights for anyone looking to scale their food business. Don’t miss it! And if you’re not already subscribed to my industry newsletter, you’re missing out on tips to land more accounts and get more products in consumers' hands. Grab the link in the show notes.

LINKS & RESOURCES:

• Twisted Healthy Treats
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

View Details

Send us a Text Message.

From award-winning Executive Chef to consumer packaged goods creator extraordinaire, Shaun Quade’s journey is nothing short of inspiring. In this week’s episode of Foodpreneur with Chelsea Ford, I chat with the talented Shaun. Shaun and his life and business partner Veronica Fil recently returned to Australia from the US where they scaled a plant-based CPG cheese product called Grounded.

Together they landed Grounded in more than 2000 stockists across the US, raised $4M in investment and faced the challenges of an industry dominated by big food companies. In this episode Shaun speaks about doing business in the food industry at scale, including slotting fees, distribution, merchandising and brand building. With Shaun’s love for good food and keen interest in the rapid changes in the food system, he shares insights from his global journey, answering practical questions about scaling a perishable product in this current economic client and what it takes to put more money in your pocket for every product you sell.

Tune in to this week’s episode to discover:

🧀 Scaling a plant-based CPG product.
🧀 Raising investment to enable you to scale.
🧀 Transporting a perishable product and what to avoid to maximise your shelf life and margin.
🧀 What costs to be aware of when scaling into big retail.
🧀 What it will take to build a sustainable speciality food industry.
🧀 The challenge of distribution and what things to consider.
🧀 Insights into food tech.
🧀 How BIG FOOD is impacting the food industry.
🧀 The cost of ‘convenience’.

LINKS & RESOURCES:

• Say My Name Agency
• Episode 110 Raising Funds For Your CPG Business
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

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Send us a Text Message.

From unlocking funds through grants, and winning awards can both be a game-changer for your business. In this week’s episode of Foodpreneur with Chelsea Ford, I chat with Madonna Melrose, founder of Melrose International, about leveraging grants to fuel your growth.

Madonna, a specialist in grant applications, shares how understanding the grant landscape and having a clear future growth plan are key to securing funds. With billions of funding dollars available, and with only 35% of businesses accessing these grants, now is the time to get grant-ready!

Listen to discover:

💸 Strategies for writing killer grant applications.

💸 The intricacies of the grant landscape.

💸 How grants can free up cash flow for growth.

💸 Peripheral opportunities in tourism, sustainability, and energy renewables.

💸 The benefits of applying for awards to boost visibility.

Madonna also highlights exciting opportunities like the AgriFood and Beverage Voucher Program WA, and distillery door support programs.

LINKS & RESOURCES:

• Madonna Melrose Email
• Madonna Melrose LinkedIn
• Melrose International
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

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Send us a Text Message.

From tech exec to meal kit mogul, Ambika Malvia's journey is nothing short of inspiring. In this week’s episode of Foodpreneur with Chelsea Ford, I chat with the amazing Ambika, co-founder of Spicecraft meal kits. Starting from a humble market stall in Sydney, Ambika and her partner, Vikram, have scaled their business to over 430 retailers across Australia.

Ambika’s unique approach to user experience, honed from her background as an electronics engineer, has been the secret sauce to Spicecraft’s success, and she’s sharing her insights in Ep 114: From Market Stall to Major Retailers: Scaling Through a Focus on Experience Excellence.

👤 How a focus on user experience can scale your brand.

👤 The transition from market stalls to major retailers.

👤 Strategies for maintaining quality while expanding.

👤 Why to consider user experience at every touchpoint.

👤Tips for entering new markets and global expansion.

Ambika also shares her exciting plans, including exploring opportunities in the UK market. Don’t miss this episode for invaluable insights into creating and scaling a successful food brand.

LINKS & RESOURCES:

• Spacecraft
• Spicecraft Instagram
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

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Send us a Text Message.

From legal aspirations, to drama school, to brand owner and specialty distribution, it’s been an interesting (to say the least!) pathway to the F&B industry for my latest guest on Foodpreneur with Chelsea Ford podcast. This week I chat with the incredible Melinda Dimitriades-Catt. As a professional cook, small goods and cheese expert, and speciality food distributor based in Sydney, Melinda has navigated the trenches of the speciality food world.

With her profound love for speciality produce and keen understanding of consumer preferences, Melinda shares insights from her journey, highlighting the importance of packaging that captures attention, the strategic timing of involving producers in-store, and mastering the art of specialisation.

Tune in to this week’s episode to discover:

🚚 Packaging techniques that grabs the attention of consumers.

🚚 The pros and cons of direct store delivery.

🚚 How to successfully introduce your products to new retailers.

🚚 The role of specialisation in building a strong brand identity.

🚚 Tips for capturing the attention of distributors.

🚚 Common pitfalls to avoid in specialty food distribution.

If you’re looking to learn tips on distributing your specialty product and capturing a distributor's attention, you won’t want to miss this episode!

LINKS & RESOURCES:

• Omnivorium
• Zeally Bay Sourdough
• Murray River Smokehouse
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

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“Can you share advice for getting in contact with buyers” is a question I’m asked often. Brand owners can sometimes be afraid to make the approach. It’s understandable, buyers can be pretty elusive and appear on the horizon like demigods with divine powers to consumer packaged goods (CPG) brand owners. But, the truth is, they’re human too. Just like you and I. There are so many ways you can make the approach, but whichever one you choose, you should have the core knowledge that all buyers will want to know regardless of what you’re selling.

In this episode of Foodpreneur with Chelsea Ford, the first episode of Season 11, I give you the method and the knowledge to prepare for your next buyer meeting so you have what it takes to land your product on more shelves to get the best results possible for your business.

Listen to learn:

🗣️If you are ready or not to make the approach;

🗣️What the three things I usually suggest brand owners do to find out what their target buyer is interested in;

🗣️What communication skill you need if you want to be seen in a good light with all buyers regardless of who you’re pitching to;

🗣️What three things buyers, especially those buying for bigger retailers, want to hear from brand owners;

🗣️Tips on how to write a killer email that gets responded to.

LINKS & RESOURCES:

• Episode 26 Straight talk from a speciality retail buyer. What to say in your pitch
• Episode 43 What to do When a Stockist Says ‘No’ or ‘No for Now’
• Episode 44 Words of Advice from a Speciality Retail Buyer
• Episode 107 How to Develop a Commercially Viable Food or Drink Product
• Episode 108 Packaging Design: 8 Game Plan for Getting Your Product Selling
• Episode 109 Industry Insights from Foodpreneurs Festival 2024
• Episode 111 Why CPG Businesses Fail
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

View Details

Scaling a consumer packaged goods (CPG) business is like a box of chocolates, you never know what you’re going to get. There are so many options on how you can go-to-market and they all look shiny, delicious and different. But, what are the real opportunities? And the real pitfalls?

There are more than 20,000 new food and drink products launched every year and the go-to-market strategy for each can just be like choosing a goodie from a mixed box of chocolates, too much choice, unless you know what you’re doing. Of the new products launched every year, unfortunately many fail. I don’t want you to be one of those. In this episode of Foodpreneur with Chelsea Ford, a quick fire final episode of Season 10, I help you know what to choose so you get the best results possible.

Listen to find out:

💰What’s at stake when you only focus on your product;
💰What the three must-have aspects of a profitable CPG business are;
💰Why many brand stories are shallow and cost brand owners significant sales impact;
💰Where to place your focus if your revenue is less than $250,000, or $1M, or $20M per annum and you want to put more money in your pocket.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

This episode is brought to you by Chelsea Ford's industry-leading newsletter.

Delivering practical, actionable content that directly supports your consumer packaged goods business to grow, become more profitable and thrive.

Click this link to subscribe or visit chelseaford.com .

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What happens when you’re not from the consumer packaged goods (CPG) industry, you’ve managed to bag $1M dollars in investment (I know right!) and you want to scale a big food business? You move to the other side of the world and participate in an accelerator program, lean heavily into everything you can learn and source as many contacts you can to grow your business fast and go on to land 200 retailers in just 12 months.

That’s what happened to Veronica Fil, former CEO of Grounded Foods Co. and her partner and Creative Director, Shaun Quade.

In 2020 they landed in New York City with their world’s first plant-based cheese that Shaun had created from hemp by isolating hemp protein. For the next four years, with Veronica leading their business to phenomenal success, she pitched to 100’s (and we mean 100’s) of more potential investors and they did land more millions of dollars in investment.

In this episode of Foodpreneur with Chelsea Ford, you’ll hear Veronica talk about all those investor pitches. She also speaks about managing the two highest costs; manufacturing and logistics and she highlights the struggles many brand owners face when surprised with all the other costs associated with retailing many don’t know about, like slotting fees and trade spend.

Listen to find out:

🧀 What Veronica did when their company was growing 20% month on month.
🧀 What it was like pitching to 100’s and 100’s of investors.
🧀 How Grounded Foods was a cool lifestyle brand by design and how that was achieved.
🧀 Veronica’s #1 piece of advice for CPG brand owners wanting real scale. You'll be surprised.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Register for Naturally Good Exp
• Say My Name Agency

This episode is brought to you by Naturally Good, Australia's leading event for natural products, and it's just around the corner!

Join industry peers at International Convention Centre Sydney on 3 to 4 June for two days of inspiration, innovation, and networking.

Registration for the expo is free.

Discover thousands of healthy products driving the future of retail.

The very items consumers want to see on supermarket and grocery store shelves. From healthy foods and beverages to eco-friendly home goods and natural skincare, Naturally Good has everything you need to stay ahead of the curve.

Register for your free ticket to the expo, and get your ticket to the Summit at https://naturallygood.com.au/ .

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Buyers inside the Pitch Hub at Foodpreneurs Festival, at the end of the day, told me what they really loved and wanted to see more of. Want to know what they told me? Would you like to better understand why some brands were chosen, by the buyers, to pitch and others weren’t? Are you curious to understand what the trajectory of a successful brand actually is?

Now you can.

In this episode of Foodpreneur with Chelsea Ford podcast, I invited Brent Vrdoljak and Mia Van Tubbergh to talk with me immediately following Foodpreneurs Festival 2024. Brent, a marketing strategist; Mia, a sales strategist; and me with my business scale lens on, discuss why some of the brands will land on the shelf and get picked up by consumers while others, unfortunately, will struggle.

You’ll hear:

🎁 What’s important to consumers and buyers;

🎁 How to build demand;

🎁 What packaging choices need to be considered;

🎁 What appetite appeal, millennial ‘blanding’ and category management is; and

🎁 Tips on how to use this month as a marker for your success 12 months from now so you’re ready for your next big opportunity.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Brent Vrodoljak LinkedIn
• Mia Van Tubbergh LinkedIn
• Elm Professional website
• Springhill Farm website
• Ludoz Biscuits website
• How Brands Grow
• Red Bull website
• One Seen Bean website
• Augmentum Media website
• Bae Juice website
• Zuum Energy website
• Bob’s Biscuits website
• Bar None website
• Welly website
• Saturday Night Pasta website
• Wholefood Family website
• Naturally Good website
• Naturally Good registration page

This episode is brought to you by Naturally Good, Australia's leading event for natural products, and it's just around the corner!

Join industry peers at International Convention Centre Sydney on 3 to 4 June for two days of inspiration, innovation, and networking.

Registration for the expo is free.

Discover thousands of healthy products driving the future of retail.

The very items consumers want to see on supermarket and grocery store shelves. From healthy foods and beverages to eco-friendly home goods and natural skincare, Naturally Good has everything you need to stay ahead of the curve.

Register for your free ticket to the expo, and get your ticket to the Summit at https://naturallygood.com.au/ .

View Details

According to Warren Spence, founder Motor, a brand design agency and my guest in this episode, the modern world is as fast as a Japanese bullet train and our generation is fixated on digital media content. Let’s just say, according to Warren, that visual communication is a little out of control, mainly because of social media but it will only get faster. Supermarkets, pharmacies and other retailers stock thousands of brands that create visual noise. Products are competing fiercely so to cut through the ‘blah blah basic boring’, you need to disrupt, be outstanding, and simply stand out.

In this episode Warren tells me what his 8 Game Plan is for getting food, drink & pet treat packaging design selling. Listen and discover:

📦 If you are a disrupter or a mover within category;
📦 How to marry words and icons to create an iconic brand;
📦 How to work with packaging design when it’s not flat (let’s be honest, hardly any is, so you need to know this);
📦 Colourality - what it is and why you have to get it right or get left on the shelf.

The team, Warren and Wren, from Motor will be in the Festival Fairground at Foodpreneurs Festival on May 17th. Get your tickets now and talk directly with them about your brand and pack design to ensure your product is landing on more retail shelves and getting in more consumers’ hands!

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Kreol Drinks
• Carman’s
• Ocean Chef
• Episode #87 Bringing Innovation to the Humble Egg
• Motor Instagram
• Motor LinkedIn
• Motor website
• Collaboration Corner at Foodpreneurs Festival

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Want to know all the steps to develop a food or drink packaged product for commercial scale? Want to bring a product from overseas and launch it in your local market? How about trying to get ahead of the food trends and launch a product before anyone else does?

All these questions and more are answered in this episode of Foodpreneur with Chelsea Ford podcast where I chat to food scientist and entrepreneur, Naishad Dalal from Food Entrepreneurship Academy. Naishad has launched over 110 products for 35 startups, so he knows a thing or two about the end-to-end process of getting product development right. And there’s far more rigour than many think.

Listen to find out:

😋 how long it typically takes to get a product to market;
😋 what the costs are;
😋 why knowing your vision, mission and values matter (that really intrigued me in this product development context); and
😋 why you can’t automatically follow trends from offshore and expect them to work in your local market (it’s fascinating to find out why not).

If you want to scale a product from 50 kilos to 1000 and then some, you’ll love this episode because it’s full of practical recommendations and groundbreaking insights that are hard to identify by yourself, especially if you’ve never developed a product before!

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Food Entrepreneurship Academy website
• FEA email
• FEA LinkedIn

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Are you scaling your food, drink or pet treat brand and have taken time to think about how to get stocked into all the stores you’ve successfully landed? What about how much it’s costing you to store inventory rather than landing it on the retail shelf? Or how much each carton is costing you to deliver so you can work out what your precise CLOGS are?

You quite possibly haven’t!!!

Supply chain is not the first thing Foodpreneurs think about as they’re making amazing products. Well… that is until they’re scaling and got to get product into many, many different locations and make sure there’s enough to fulfil orders but not too much that it ties up cash. These and other supply chain by design processes are the expertise of my guests in this episode, Cameron Aboud and Joost Bekker from sc3sixty logistics management. They’re the supply chain masterminds behind the global expansion of the hangover-busting dream team that created Bae Juice, and countless other brands!

If you want to get stock to stores without it costing a tonne of money, listen to what Cameron and Joost have to say about:

🚚 The exact steps of a well functioning supply chain including what’s the ideal storage, transport and inventory planning solution.
🚚 Calculating the cost per carton.
🚚 Avoiding all your stock being tied up in a warehouse going out of date rather than on shelf making money.
🚚 What supply chain acronyms like DIFOT, 3PL, 4PL, 5PL, FTL, LCL, POD + more mean, so you can talk with your provider like a supply chain superstar.

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Drink Bae Juice website
• sc3sixty LinkedIn page
• sc3sixty website

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

What should your sales script be when you get a ‘no, yes, or maybe’ response from a buyer?

In this episode I speak with sales superstar, Mia Van Tubbergh from Elm Professional, and she tells you.

For each reply, Mia says, there’s a response that you can have prepared, even if you’re not sure what they’re going to say, because sales is a predictable cycle. A Foodpreneur just needs to get to know the steps.

Listen to this episode and walk away knowing:

💸 what to say in response to any three of the typical buyer responses;
💸 how to ‘stay at the table’ and keep negotiating if the initial response is not a ‘yes’; and
💸 how to navigate the beast that is the retail world, especially if you’re avoiding that race to the bottom that so many brand owners are faced with when pitching their products.

Mia also has a solution for when you’re being ghosted too. You’re welcome. 😊

Mia will be speaking on the Main Stage at Foodpreneurs Festival about ‘Sales Strategies For When You Get a ‘No’, ‘Delisted’ or ‘Ghosted’, and the team from Elm Professional will be in the Festival Fairground on May 17th. Get your tickets now so you can hear more about what your sales script needs to be to ensure your product is landing on more retail shelves and staying there!

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Elm Professional
• Episode #66 Reframing the Sales Conversation

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Getting product off the shelf and into more consumers’ baskets requires knowledge of what your consumer responds to, and what turns them off. Finding that out can be hard.

In this episode I speak with Sally Breden, Managing Director of The VGood Company, a busy working mum with brand management and product development expertise who launched VGood pea-not spreads to bring to life a dream of making healthier options more delicious and accessible to more people.

Sally knows how to discover the language her consumers want to hear.

You don’t want to make a product that sits on the shelf collecting dust, do you?

If not, listen now to discover:

🗣️ How Sally elicits keywords from her customers and tests them to make sure they’re working.
🗣️ What ‘owning’ an occasion means and why it’s important.
🗣️ What the hierarchy of communication on pack should be.
🗣️ How to market a food product and discovering why people will or won’t buy your product.

If you want to hear more about speaking your consumers’ language and get first-hand insights from Sally, she will be speaking at the Founder’s Luncheon on May 16th and will be at Foodpreneurs Festival on May 17th. Get your tickets now so you can hear more about getting your product in more consumers’ baskets!

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• The VGood Company website
• The VGood Company Instagram
• The VGood Company Facebook
• The VGood Company email
• One Seen Bean

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Do you know you can get money back in your pocket for all your hard work crafting delicious new products, experimenting with exciting ingredients, or streamlining your production process?

All those research and development (R&D) efforts could translate into government funding. It's like getting paid to create!

In this episode of Foodpreneur with Chelsea Ford podcast, I chat with with head of manufacturing and R&D tax incentive expert Jessica Olivier from RSM business advisory. Jess and her team have helped countless emerging and challenger brands in the food and beverage space get receipts out of shoe boxes, and navigate the world of government grants and tax incentives to turn packaged food and drink ideas into financial success stories.

Jessica speaks in plain English about how to get the R&D tax incentive and grants, which could ultimately lead to you unlocking greater cashflow in your business.

This is some of what Jessica talks about in this episode:

💲What the annual business cycle is and opportunities to be aware of.
💲What is the R&D tax incentive and how to get it.
💲The range of eligible R&D activities and how to claim for those and the associated costs.
💲Different types of grants foodpreneurs can apply for.
💲How to start the process of applying for these opportunities.

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• RSM Manufacturing webpage
• RSM Food & Beverage Finance Update event
• Jessica Olivier’s email
• Jessica Olivier’s LinkedIn Profile

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

The first 90 days after your product lands on the supermarket shelf are crucial to your long-term ability to keep it there.

Setting up your rate of sale to continually improve will avoid the risk of your product being delisted. One of the fundamentals of getting this right is by ensuring your first promotional plan doesn’t sit outside of what else you’re doing. In fact it should complement your existing activities and tie back to your overarching business strategy.

Strategy should never change, but your tactics will.

In this episode I go beyond just telling you, you need a plan, and give you the structure of what to include and what key performance indicators you need to measure to make sure what you’re working on is worth your time and money.

Identifying the vital signs for both your brand and your competitor’s brand (yes their success is key to your success, listen to the episode for what I mean by that), is how to avoid being delisted.

You don’t want all your hard work going to waste do you?

If not, listen now to discover:

📈 What data you should be measuring in the first 90 days.
📈 What applications you need to know in order to stay ahead of the category managers expectations to avoid the delisting conversation.
📈 The two ways to improve your rate of sale and lead the category.
📈 Discounting: when you should and when you shouldn’t.
📈 What to do with the weekly sales cycle data and why it’s so important to collect.

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)
• Your Free Pitch Plan (new updated version)
• Become A Festival Insider
• One Seen Bean

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Many food and drink founders dream of landing their product on the shelves of the major supermarkets.

But why do they make it so hard for Foodpreneurs to do so?

In this episode of Foodpreneur with Chelsea Ford podcast, I chat with Allen Roberts, a former FMCG senior executive with food giants like Vegetable Oils which became Goodman Fielder, Cerebos the makers of Fountain Tomato Sauce and Dairy Farmers.

Allen and I talk about the big issues for small brands when working with the majors and the multiples. We go beyond just speaking of the crippling price promotions asked of brand owners and retailers copying innovative products. We give insight into how to make it work, if this is the pathway you choose. If you’ve got the patience and willpower to commit to the long-game, it’s ‘relatively’ easy! 😉

If, however, you are pulling your hair out or have not yet got beyond the Pollyanna perspective, listen now to uncover:

🏪 What the impact of the duopoly in the Australian grocery industry really means for small business owners.
🏪 How to be successful with the supermarket giants and what you need to give up in order to do so.
🏪 How much of a threat Aldi really are and what play they’re making in the market.
🏪 How to make an independent supermarket business model work.
🏪 The compounding effect of the supermarkets’ phantom brands.

And… we have some fun with marketing jingles and their memorability.

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)
• Your Free Pitch Plan (new updated version)
• Become A Festival Insider
• Allen’s LinkedIn
• Strategy Audit

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

You might be a small business but that doesn’t mean you have to spend more than you earn. There might be a constant list of activities on your ‘to do list’, all seemingly urgent to keep your business afloat, but what are the things that are the most important that will put more money in your pocket, and not more money in the pockets of retailers or distributors?

In this 100th episode of Foodpreneur with Chelsea Ford podcast, I outline six ways for consumer packaged goods businesses to be more profitable. I unpack conversations with successful brand owners (you’ll hear them) who have spoken to me over the past two years about what they are doing and I give my insights into how you can do it too.

This is an episode you’ll need to come back to over and over again, as my guests and I outline key actions you need to take to overcome your biggest challenges, including making each product sale more profitable for YOU and how to hit or exceed your target revenue, pay yourself a wage, get more help so you don’t burn out and put more money in your pocket rather than the retailers or distributors!

These super valuable insights include:

📈 Developing a strategy to build a multi million dollar CPG business when you manufacture your own product.
📈 Why pricing your product so everyone can afford it maybe the best way to go-to-market when selling through the majors.
📈 Why Foodpreneurs get the smallest piece of the margin pie and what to do about it.
📈 Shifting your supply chain to increase the shelf life of your product will actually increase your sales.
📈 How leveling up and employing people is the best way to avoid burnout and a breakdown, even when affording the wages can be frightening.
📈 Buying new equipment is the answer to cost efficiency gains and scale and how to calculate the payback period.
📈 What numbers you absolutely MUST KNOW, especially if you want to EXIT.

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)
• Your Free Pitch Plan (new updated version)
• Become A Festival Insider
• Episode #27 Getting sales through a major retailer when you’ve got a lot of competition. Here's how.

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Many food and drink founders dream of taking their brand global.

But where do you start, what does it take and what are the challenges that come with expanding into international markets?

In this episode of Foodpreneur with Chelsea Ford podcast, I chat with Kathryn Bricken, founder of Doughlicious - the London Dough Company. Kathryn shares the secrets behind scaling her cookie dough empire in just a few short years. We explore her journey from a London factory to landing on shelves in some of the largest retailers across the world, including Whole Foods, Costco and Marks and Spencer and now Woolworths!

We go beyond just how delicious her products are (and trust me, they are!) and her initial story (which can be heard here), to delve into the next chapter in her global doughmination - from logistics to safety regulations to strategic marketing decisions - that comes with selling a product across three continents.

If you knead inspiration or want to expand your brand globally, listen now to discover:

🍩 Clever guerilla marketing tactics Kathryn uses to grab attention and get customers reaching for Doughlicious amidst established brands.
🍩 How to get off the shelf when you’ve gone into a new territory and nobody knows about you!
🍩 The challenges that can come with shipping frozen treats across the world.
🍩 Kathryn's strategy of building brand familiarity before adjusting pricing, ensuring customers fall in love with the product before considering the cost.
🍩 How removing 2 grams from her product helped catch consumers’ attention in supermarket aisles.
🍩 The complexity of the safety regulations in creating a ready-to-eat product, and how Australian regulations are among the most stringent in the world.

Want to get first-hand insights directly from Kathryn? She is coming over from the UK and will be both on the floor and speaking at the Founder’s Luncheon on May 16th and on the Main Stage at Foodpreneurs Festival on May 17th. Get your Early Bird tickets now if you’re wanting to take your brand global!

LINKS & RESOURCES:

• Foodpreneurs Festival - Your Year’s Worth of Sales & Promotion Opportunities All in One Day!
• Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)
• Your Free Pitch Plan (new updated version)
• B

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Many small packaged food and drink businesses see PR as complex, ill-defined, or expensive. But what if it could be simple, affordable, and highly effective?

In this 2nd Anniversary episode of Foodpreneur with Chelsea Ford podcast, I explore the power of PR for Foodpreneurs. Join me as I chat with PR expert Celia Harding, who's worked with both major brands including Smirnoff, and boutique favourites like Mr Black Coffee Liqueur.

Celia breaks down insider tips and tools to get your brand noticed, without breaking the bank (or spending anything at all!).

Tune in to discover:

📣 Strategies to attract retailers and customers (aka, the ‘right’ people).
📣 The 4 secrets to nailing media interviews and press releases.
📣 The key differences between PR vs. advertising, and how PR can complement your marketing efforts.
📣 How smaller brands can outmanoeuvre larger competitors with strategic PR.
📣 Why Australia is the perfect launching pad for your food and drink brand.

LINKS & RESOURCES:

• Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)
• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• How 2 Foodpreneurs Created a Successful Business Selling a Largely Unknown Ingredient
• Mr Black
• Mobius Distilling
• Fellr Alcoholic Seltzer
• Collabosaurus

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

The world's top business leaders know the secret ingredient for scaling success: people. Not just employees, but a powerful network of mentors, allies, and even family.

In these turbulent times, going it alone limits your growth potential. That's why in this 2nd Anniversary episode of Foodpreneur with Chelsea Ford podcast, Episode 97: Behind the Scenes Look of what it Actually Takes to Scale, Scott Mendelsohn, the people-first powerhouse behind Australia's Raw C and Lesser Evil brands, shares his story of success by finding his ‘tribe’. He went from two shipping containers of coconut water to a $30 million international enterprise – and it wasn't through solo heroics.

This episode goes deep into the real blueprint for scaling your packaged F&B business, including:

🥥 Scott's investment criteria: What makes a brand stand out?

🥥 The "do-it-all" trap: Why delegation is your secret weapon.

🥥 Community as fuel: How collaboration conquers challenges.

🥥 Top 3 tips for aspiring Foodpreneurs: Grow, don't go it alone.

🥥 Cracking the US market: Essential insights for expansion.

🥥 Self-doubt: The surprising foe of even big players.

🥥 The power of feedback: Why openness fuels success.

🥥 Universal launchpad principles: Grow anywhere, anytime.

🥥 From lone wolf to collaborative leader: The mindset shift you need.

LINKS & RESOURCES:

• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Scott’s LinkedIn
• Scott’s Email
• Natural Raw C
• Mandatory Spirit Co

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Forget the fantasy of buyers begging for your product. In the real world of packaged food and drink, thousands of brands are vying for limited shelf space. To stand out and get noticed, you need a strategic game plan.

In this 2nd Anniversary episode of Foodpreneur with Chelsea Ford, I talk with RangeMe founder, Nicky Jackson, the queen of connecting suppliers with retailers. Nicki spills the beans on how to crush the buyer game and land more accounts. Get ready for insider tips and tricks on:

👀 Strategies for handling radio silence from buyers after sending samples (I bet you’ve never considered this!)
👀 Getting buyers to ‘lean in’.
👀 Key research to do before reaching out to a buyer.
👀 Techniques for getting feedback from buyers once they do try your samples.
👀 Essential allies to enlist to increase your chances of success.
👀 Plus, a stack load of other insights, tips and tricks from one of the best in the business!

LINKS & RESOURCES:

• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• RangeMe
• Sarjesa
• Mid-day Squares
• Drunk Elephant

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Picture this, you’ve just launched a food brand with no FMCG experience, producing in a saturated market from your garage in a local town. Fast forward four years, and that brand is now a household name, generating millions in revenue, selling nationally and internationally, and self-manufacturing not only your product but others as well.

It may sound like a dream, but it's the reality for Cian Dawson and Courtney Brown, co-founders of GYM BOD – a better-for-you ice cream brand that has skyrocketed since its conception. With a dedicated following among fitness enthusiasts and health-conscious consumers, their products are now available in over 1,200 locations across Australia and New Zealand.

In this episode, we dive into Cian and Courtney's journey that will ignite your ambitions, encouraging you to dream big, set goals, and focus on the right aspects to achieve them.

Tune in to discover:

🍨 Key focus areas that propelled them to reach their goals.
🍨 How they carved a niche in the competitive dessert market, becoming a household name.
🍨 The pivotal role of strategic thinking and planning in their journey.
🍨 Their most formidable challenge faced to date.
🍨 The importance of observing consumer actions rather than just relying on what the research says.
🍨 The necessity of defining your market early on to shape your business strategy.

LINKS & RESOURCES:

• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• GYM BOD Website
• GYM BOD Instagram

• 27 Getting Sales Through A Major Retailer When You’ve Got A Lot Of Competition. Here’s How.

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

In the competitive world of packaged food and drink, your brand and packaging are your megaphone, your spotlight, your key to conquering the aisles, landing on more shelves and building loyal customers.

In this 2nd Anniversary epsiode of Foodpreneur with Chelsea Ford podcast, I chat with with design experts Bex Deere and Nat Townsend from Griffin Grace. They've helped countless challenger brands in the food and beverage space cut through all the visual noise on shelves, and they're here to share their wisdom.

These design wizards unveil the magic formula for forging that personal connection with your customers, including:

🧃 Navigating the ever-shifting design landscape and discovering styles that'll make your product pop (and the ones to avoid like burnt toast).
🧃 Learning how your packaging whispers your brand story across your entire range, creating a chorus of delicious consistency.
🧃 Why continuous brand evolution is the key to longevity.
🧃 The #1 tip for designing eco-conscious packaging that'll make Mother Earth (and your customers) happy.
🧃 How collaborative design can turn grocery giants into partners, not gatekeepers.

LINKS & RESOURCES

• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Griffin Grace - Book a Free 30 Minute Call with the Team Here.
• Small Steps to Sustainability
• Noshing
• Chai Spice Beverages
• Mount Henry Honey
• Tully’z

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Knowing what trends are happening in your industry is a smart way to find out how to not just stay on top of what’s happening, but ahead of it; differentiating yourself from a lot of the competition while doing so.

Brands that don’t evolve, get left behind. It’s not about jumping on every new trend that comes along or creating a new product to meet every consumer’s demand. It’s about being in the know, staying attuned to consumer trends, and knowing which of these trends align with your brand and are feasible to incorporate into your NPD, marketing messaging, and content strategy.

If you’re ready to dive into the trends that could shape 2024 and beyond to give your business a strategic boost, then you won’t want to miss Episode 93 of Foodpreneur with Chelsea Ford podcast: Three Trends for 2024 You Need to Hear. You’ll walk away informed and empowered to capitalise on trends that resonate with your business plan, and garner insights into:

📈 Trends to boost your business and stay ahead of the curve.
👤 Product personalisation that goes beyond adding names to products.
🌊 Differentiating your product in a sea of brands.
❔ The unexpected food market experiencing significant growth.
🤩 How ambient foods are getting a ‘glow-up’.

LINKS & RESOURCES:

• Your Free Pitch Plan (new updated version!)
• Become A Festival Insider
• Zoe
• NGX: Nutri-genetics
• Bold Bean Co.

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

2023 was for many, a shock to the system. A steep change in consumer behaviour relative to previous years. We heard ‘cost of living crisis’ mentioned continually on the news. But was it all bad for emerging food and drink consumer packaged good brands?

Absolutely not.

In this week’s Foodpreneur with Chelsea Ford podcast episode, the final for 2023, I review what the landscape was like for startups and emerging brands and help you prepare to make more sales in 2024.

Becoming aware of the marketplace patterns; the changing conditions; what consumers want; and what the mix of Australian grocery retailers currently looks like, will help you capitalise on all of it. And the insights might surprise you.

If you don’t know and prepare for them, you may end up chasing your tail as you scale. 🏃🏻‍♀

In Australia, for example, the stats suggest that there’s a steady decline in independent retail store numbers and that will impact an emerging brand owners sales strategy.

Listen to Episode 92 and walk away knowing:
📊 Current market share data.
🪟 Which brands closed the curtains on their operations in 2023.
📈 Which category had the most brand launches and what you can learn from them.
👍🏼 What the upside is of a cost of living crisis (there is one, I promise).

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Festival Insider
• Episode #90 How to Boost your Profits in Tough Times
• Avalon Health Club
• Nimbus
• Blume
• VIA Drinks
• Fox Pops
• Episode #80 The Centuries-Old Seed Vying for Aussie Snack Success

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Navigating social media as a brand owner is like wielding a double-edged sword. Master it, and you're on the path to becoming a household name, raking in sales through heightened social awareness. Misstep and you might find yourself pouring heaps of time into creating content that goes unnoticed or fails to captivate. Add the ever-evolving landscape of multiple platforms to the mix, and the challenge to stay on top of and adapt to constant changes becomes a wild (and exhausting!) ride.

My guest this week on the podcast is Mary Proulx from Bread Agency, a specialised social media agency renowned for generating fresh and effective ideas. Social media evolves rapidly, making it challenging to stay on top of of the latest trends and strategies to monetise your channels. Mary, a former PR professional turned social media expert with a global perspective, delves into the most pressing issues and opportunities in social media. Tune in as she shares valuable insights on building your brand without succumbing to burnout, including:

👍Key things to focus on to avoid ‘social media fatigue’.

👍How often to post to each channel.

👍Tik Tok vs Instagram: where you should be posting in 2024.

👍How to get others to create your content for you.

👍The truth of what actually happens to your brand if you’re not active on social media.

👍What to include in your content calendar.

👍An easy trick to increasing social engagement that most brand owners don’t do!

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Festival Insider
• Pricing for Distribution Workshop Re-release
• Bread Agency
• Bread Agency LinkedIn
• Bread Agency Instagram
• Adam Mosseri
• Alligator Laboratories
• Ocean Spray Story
• Stanley Cup Story
• Gelato Messina
• Everlane

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

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We are now two-thirds of the way through the ‘golden quarter’ – typically retail's most profitable period. But from what I’m hearing, it hasn’t been terribly ‘golden’ for many. Weekly I encounter food and beverage entrepreneurs facing challenges in profitably growing and scaling their food and drink businesses.

After 30 years of industry experience, the reasons for their struggles are usually very clear to me. This is why this episode is all about putting more money in your pocket (not just making sales, but increasing profit); and how to do this during this tough economic period.

I chat with Paul about how a health issue and his Spanish heritage ignited his Foodpreneur journey, the importance of relationships in the industry, how he plans to expand the reach of his products as quickly and as accurately as possible, and much more. If you want to go big with your brand on the shelf and on premise, the experience Paul shares will help you know what to prepare, what to spend your money on, and, most importantly, what things are a waste of your resources at each stage of your business’ growth, including:

🥂 How to approach stockists (including the major players).
🥂 How to keep your brand top of mind when the category review is months away.
🥂 Why you should take note when a buyer changes for a stockist you’ve been trying to get into (and what to do to get their attention!).
🥂 Why their focus is growing their brand in the hospitality space.
🥂 Where they are going to focus their marketing spend and activity.
🥂 Where he feels Foodpreneurs ‘throw money away’.
🥂 Key pitfalls he’s experienced in his journey that you should avoid.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Festival Insider
• Pricing for Distribution Workshop
• Bonavida
• Vinzero Drinks Website
• Vinzero Instagram
• Nocktail Instagram
• Sea Arch Instagram
• La Tautila
• Bach Brewing
• Sea Arch Website
• Nocktail Website

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

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The ‘selling’ aspect of creating a packaged food and drink brand is often an afterthought for food or drink entrepreneurs; when really it should be second only to creating a top-notch product. Why? Beacause your brand story, ingredients or packaging won’t mean a thing if you can’t sell.

Someone who knows the importance (and skill) of selling is Paul John Legaz, the founder of VinZero Drinks - premium non-alcoholic wine, beer and spirits sourced from around the world.

Paul has a background in media sales, so when he started VinZero with his wife Amanda, he knew where the focus needed to be to make it successful; driving sales and increasing brand awareness. And he knew, for their products, this meant getting into the major retailers.

And they’ve done just that, getting into Dan Murphy's, Liquorland, Harris Farm and more, across the country.

I chat to Paul about how a health issue and his Spanish heritage ignited his Foodpreneur journey, the importance of relationships in the industry and how he plans to expand the reach of his products as quickly and accurately as possible. If you want to go big with your brand on shelf and on premise, the experience Paul shares will help you know what to prepare, what to spend your money on and, most importantly, what things are a waste of your resources at each stage of your business’ growth, including:

🥂 How to approach stockists (including the major players).
🥂 How to keep your brand top of mind when the category review is months away.
🥂 Why you should take note when a buyer changes for a stockist you’ve been trying to get into (and what to do to get their attention!).
🥂 Why their focus is growing their brand in the hospitality space.
🥂 Where he feels Foodpreneurs ‘throw money away’.
🥂 Where they are going to focus their marketing spend and activity.
🥂 Key pitfalls he’s experienced in his journey that you should avoid.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Festival Insider
• Pricing for Distribution Workshop
• Bonavida
• Vinzero Drinks Website
• Vinzero Instagram
• Nocktail Instagram
• Sea Ar

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Avoiding burnout poses a significant hurdle for food and beverage entrepreneurs. Limited resources often prevent them from hiring, leading to the common issue of stretching themselves too thin. This, in turn, hampers their business's ability to scale.

If you’re like my latest podcast guests, who not only enjoy handpicking the fruit that goes into every single bottle of their product, but also engaging directly with customers, how do you then expand your business and bring your products to a wider audience

You use distributors.

This week on the podcast I chat to Genna and Katrina from Pyewackets Traditional, a range of flavoursome, organic, handmade, all natural tonics, shrubs and bitters. While they have a cult following and stockists across Australia, they knew they needed to do something if they wanted to get their products further out into the world and move beyond their limited geographical boundaries (without having to hire others to handpick the fruit!).

The answer? Finding distributors that align with their values, products, and target accounts.

They have a brand story that will leave you feeling inspired and a determination to ‘rewild’ the taste of today’s generations with products rooted in the past. Listen now to hear how their unique approach to finding and engaging distributors (which includes sliding into their DM’s!) is helping them expand their business in a way that aligns with their values and who they are, including:

🌿 A roadmap for working with the right types of distributors that align with your brand.
🌿 Effectively initiating contact with distributors and key questions to ask.
🌿 Why distribution for them was essential being ‘regional’ and wanting to reach more consumers.
🌿 Tailoring product promotion strategies based on seasonal variations.
🌿 Why they’ve opted for a salary-focused approach rather than prioritising profits.
🌿 Research methods to find the right distributors for their brand.
🌿 How going out on the road with their distributors helped them win additional stockists.
🌿 Ways they are helping their distributors get their products through the checkout.
🌿 Assets they’ve created to provide stockists and consumers with a deeper understanding of their products.

LINKS & RESOURCES

• Your Free Pitch Plan
• Become A Festival Insider
• Pricing for Distribution workshop re-release

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Innovation in the food and beverage industry drives competition over big food flavour rotations and provides consumers with more choice.

My guest this week on the podcast is Mark Beattie, a self-proclaimed ‘innovation junkie, that has transformed the humble egg into a successful business catering to the hospitality sector.

Mark’s company, Eggzi, produces free range and pasteurised eggs for chefs and bartenders, and is a perfect example of how true innovation paired with strategy and systems can create a profitable business that doesn’t need to compete on price.

In this episode, Mark takes you through how innovating in many aspects of the business has driven their success, and why anyone should be able to do it. We delve into his journey of turning the unassuming egg into a market necessity, his steadfast commitment to the Blue Ocean Strategy as a defence against price wars, and why he’ll never ask his mum for feedback.

You’ll discover: How he uncovered an untapped buyer group.

🍳 Questions to ask yourself when innovating a new product to determine its viability.
🍳 Their focus on branding and packaging, and how it is helped their product ‘sell itself.’
🍳 How the Blue Ocean Strategy helped them outsmart big competitors on price.
🍳 Different models of innovation (outside of just product).
🍳 Why do you need to account for a ‘worst case scenario’ at the start?
🍳 How the egg shortage transformed their business for the better.

LINKS & RESOURCES

• Your Free Pitch Plan
• Become A Festival Insider
• Pricing for Distribution workshop re-release
• Eustralis Distributor
• Stephanie Martin Design
• Blue Ocean Strategy
• Cian From GymBod episode #27
• GymBod episode #65 on Spotify
• GymBod episode #65 on Apple
• Scaling Up book
• Eggzi website
• Mark Beattie LinkedIn

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Imagine getting your kids off to school, unpacking all the cooking equipment you need to make your next product batch, cooking all day, then packing it all away before the kids get home. It’s an exhausting cycle that can limit the ability for a normal home life, and prevent you from putting more money in your pocket due to not being able to scale.

Natalie Harris, the co-founder of Danny Balboa’s Sauce Co, an award-winning hot sauce and spice rub brand, was experiencing this daily. Natalie and her partner Dan knew they had to scale and move the ‘work’ away from their home, but they couldn’t find a suitable cooking facility, had limited resources and knew they couldn’t risk their financial stability to do so.

So they built their own – drawing on their own savviness and their community to help bootstrap it.

They’ve taken their home-based business to a commercial space that works for them, enabling them to increase production, lower their production costs AND have a normal home life that is separate from their business.

And did I mention they are both neurodivergent and are helping others with neurodiversity find sustainable, flexible employment that works for them?

In this episode, you'll hear Natalie and Dan’s incredible journey, filled with hurdles, triumphs, and a whole lot of heart. Her story reminds us that limited resources don’t need to put a halt on your business growth, and that differences are not barriers but unique strengths.

We cover:

🫙 Their commitment to preserving their financial, mental, physical, and emotional health while growing their business.
🫙 Insights into how they bootstrapped from a home-based business to a commercial cooking facility.
🫙 Key considerations for anyone aspiring to create their own commercial cooking space.
🫙 How they harnessed the support of their community to reduce the construction costs.
🫙 Exploring the necessity of physically separating personal and business spaces for success.
🫙 Their role in a movement dedicated to providing sustainable, flexible work opportunities for individuals with neurodiversity.
🫙 Unveiling an 'old-school' marketing tactic that facilitated profound customer research.
🫙 How relocating to a larger space became a pivotal factor in reducing their cost of goods sold.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Become A Festival Insider
• Danny Balboa

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

What if I told you to focus on getting people to say 'no' to your product instead of 'yes’?

You might think I’m a few fries short of a Happy Meal, but hear me out.

We often stress over getting 'yes's’ but what would happen if we aimed instead for 100 'no's' while passionately promoting our product?

I’ll tell you – you’d get a few ‘yes’s’, but without having the pressure and stress of focusing on getting them.

The 100 ‘no’ challenge comes from my recent podcast guest, Sari Kimbell, a former Whole Foods Marketing Director, and business, and mindset coach. She's coached major brands and aspiring food entrepreneurs on how to achieve business success by shifting their mindsets.

In our conversation, she shares valuable insights into Overcoming imposter syndrome and self-sabotage.

🧠 3 Distinct types of Foodpreneurs and how knowing which one you are will determine your business setup.
🧠 Why Focusing on the ‘fun’ inside your business is essential.
🧠 The psychology of why Foodpreneurs give up before they’ve made any traction.
🧠 And much more.

LINKS & RESOURCES:
* Your Free Pitch Plan * Sari Kimbell Coaching * Sari Kimbell Coaching Instagram * Youtube: Food Business Success * Chelsea’s interview on Sari’s podcast

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

The best business leaders in the world know that to scale and take a business to the next level, it requires one key ingredient – people.

And the ‘people’ I’m talking about are not just people who work in your business, it’s also your business network and mentors, your community and your family and friends.

The reality is, in these challenging economic times, there's a limit to how much your business can grow if you're shouldering all the responsibilities and trying to do it all alone.

My latest guest on the podcast knows this very well. Scott Mendelsohn is the founder of Natural Raw C and Lesser Evil Australia, the Co-owner of Basic Brands and Mandatory Spirit Co, one of Australia’s FMCG Big Thinkers, and a true people's champion who loves the industry and supporting those in it. We delve into how pivotal having the right people around him has been in transforming his business from a modest start from two coconut water containers a decade ago to an international powerhouse generating over $30 million in revenue.

We delve into a behind the scenes look at what it really takes to scale a packaged food or drink business, including:

🥥 The criteria Scott looks for when scouting for businesses to invest in.
🥥 The pivotal reason why trying to do everything yourself hinders scaling.
🥥 Understanding the power of unity and community support during challenging times.
🥥 The top three pieces of advice Scott has for Foodpreneurs.
🥥 Essential insights for those eyeing expansion into the US market.
🥥 A candid revelation: Why Scott still grapples with self-doubt.
🥥 The undeniable importance of being receptive to feedback.
🥥 Critical factors to consider, irrespective of where you are launching your product.
🥥 The transformative shift from lone Foodpreneur to a collaborative community mindset.

LINKS & RESOURCES:

• Foodpreneurs Formula Coaching Program Enrolment
• Your Free Pitch Plan
• Scott’s LinkedIn
• Scott’s Email
• Natural Raw C
• Mandatory Spirit Co

If you haven’t listened to episode 83 (49 mins), ‘‘Scaling a Packaged Food Product Profitably’ listen here

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Times are tough for many right now. The cost-of-living crisis has people pulling back on spending, which affects many small businesses, Foodpreneurs included.

But for those with packaged food and drink products who are wondering “How can I boost sales and profits when households are tightening their belts?", I have a solution for you, and it is simpler than you might expect.

And yes, I’m going to share it with you.

In episode 83 of the Foodpreneur with Chelsea Ford podcast, I unpack my Scale Up Money Map, along with insights from previous guests, presenting strategies, tips and actions that will result in more sales and more profits for you (if you follow the advice).

This is an episode you’ll need to come back to over and over again, as my guests and I outline key actions you need to take to overcome your biggest challenges, including getting your product on more shelves, getting it through the checkout, making each product sale more profitable for YOU and how to hit or exceed your target revenue for the final quarter of 2023 and beyond.

These super valuable insights include:

📈 Getting out of your own way and taking the emotion out of business to help you scale.
📈 The calculation to reach your target revenue, and what you need to do to get there.
📈 My Foodpreneurs Formula function 8, and why it’s important.
📈 Shifting focus and prioritising key actions that will actually increase sales.
📈 Overcoming sales anxiety by using ‘solution selling.’
📈Reducing the amount of ‘no’s’ you hear from a buyer.
📈 Getting your product into more consumers baskets in a cost-of-living crisis, even when you’re the most expensive.
📈 What numbers you absolutely MUST KNOW. LINKS & RESOURCES:

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• More Money in Your Pocket FREE Online Masterclass (Valued at $1,500)
• Ep. 75: Overcoming Imposter Syndrome to Land More Accounts
• Ep.43 What to do When a Stockist Says ‘No’ or ‘No for Now
• Low/No-Cost Ways to Generate PR for Your Brand
• Ep.65 Building a Million Dollar Brand in an Overcrowded Space/Competitive Market

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Often in the journey to build a successful packaged food or drink business, Foodpreneurs get tunnel vision on creating a delicious product, securing shelf space, and making sales, but one key aspect that can be the difference between success and failure is often overlooked.

It’s the decisions you make.

You can either get out of your comfort zone, decide to have a growth mindset, and be the driving force that elevates your business to soaring success, or let it remain a mere (expensive!) pastime.

My guest on episode 82 of the 'Foodpreneur with Chelsea Ford' podcast, is the perfect example of this. Lisa Ormenyessy is the visionary behind OMGhee, an organic, biodynamic, handmade, premium, Aussie-made ghee. Lisa’s passion, outlook and strategy, along with engaging mentors and coaches, have helped her not only transition from a local RSL kitchen to co-manufacturing for other ghee brands in under a year, but also find a gap in the market for a product that’s been around for thousands of years, and become the leader in her category.

In this episode, Lisa talks about getting out of your ‘safe zone’, embracing external guidance, and becoming unstuck so you can make all those big hairy audacious goals a reality, including:

🫙 How her own health issues led to her product creation.
🫙 Why she’s not afraid of competition, putting her prices up, or saying ‘no’.
🫙 How her goals, values, and visions drive how she runs her business.
🫙 How collaborating has helped her factory expenses become almost cost neutral.
🫙 How a spreadsheet inside my Foodpreneurs Formula Program helped her go from confusion to accurate margin management.
🫙 The 80/20 plan that keeps her on track and stops her from getting overwhelmed.
🫙 Why despite describing herself as ‘frugal’ with business expenses, she invests in self-development through business courses and coaches.

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• More Money in Your Pocket FREE Online Masterclass (Valued at $1,500)
• Episode 76: Turning your Distributor into your partner with Sally Gosper from Two Providores
• OMGhee Website
• OMGhee Facebook

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Getting a packaged food and drink product on a retail shelf…If I had a dollar for every time I heard this topic come up with Foodpreneurs, well, I’d be very wealthy 💰

And predictably so, as securing placement for a product in retail stores is a top priority for Foodpreneurs seeking to expand their business through wholesale channels.

Whether you're new to approaching buyers, have faced previous rejections, or are looking to expand your current retail presence, understanding how to captivate buyers and provide them with essential information about your products and business is crucial to landing more accounts.

In episode 81 of 'Foodpreneur with Chelsea Ford' podcast, I chat with Karyn Redford, the CEO of Retail Feed. Karyn specialises in aiding Foodpreneurs in getting their products seen, liked, and stocked by retailers. If your goal is to have your products lining retail shelves, or your goal is to expand your retail presence, you won't want to miss this episode as Karyn, boasting nearly 20 years of expertise in the retail food sector, shares invaluable insights into impressing buyers and store managers, including:

🛍️ The ‘theatre of retail’ and how it can drive sales.
🛍️ The benefits of selling your product at Farmers Markets (if you want to get into a retailer).
🛍️ The success path to getting on the shelf and grabbing the attention of a buyer.
🛍️ The top 3 things Karen sees missing from Sell Sheets and Price lists.
🛍️ Why buyers need to know your delivery days and delivery fees.
🛍️ Options you have if you have a new product that isn’t retail ready.
🛍️ How to make buyers remember you.
🛍️ What lets a retailer down the most.
🛍️ What to do (and not to do) if you have multiple products.

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• More Money in Your Pocket FREE Online Masterclass (Valued at $1,500)
• Retail Feed
• Retail Feed’s ‘Ready for Retail’ Checklist
• Selfridges
• Single Variety Co Jam

If you haven’t listened to Episode 80 (46 mins), ‘’The Centuries-Old Seed Vying for Aussie Snack S

This episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof.
Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including:

• note taking-worthy talks;
• expert panel discussions;
• networking and collaboration opportunities;
• business-building sessions with industry experts;
• an exciting showcase of the latest and greatest food and drink products (including yours!); and
• loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets!

Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival!

But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves.

Tickets are now on sale via Eventbrite until sold out.

• Terms & conditions apply. See website for the details.

View Details

Introducing a new product into the market is not easy. There’s a lot to consider, including market research, production, branding, packaging, marketing, distribution, sales, and much more. It's a venture fraught with uncertainty. What adds an extra layer of risk is managing an overseas supplier and launching a product featuring an age-old, traditional seed from overseas that's largely unfamiliar to most Australians.

But this is exactly what my guests on the podcast this week did.

In the latest episode of Foodpreneur with Chelsea Ford podcast, I chat with Melanie Salwa and Bhuvan Dua, the co-founders of Fox Pops. Their product, a light, crunchy, delicious, guilt-free snack deeply rooted in Indian tradition, recently made its debut at Foodpreneurs Festival in Australia.

During our chat, we delve into their meticulous approach to launching Fox Pops into the Aussie market, covering topics ranging from product naming and branding to pinpointing specific target markets and marketing strategies, including:

🦊 Why they’re focusing on the right ‘partnerships’ over the right ‘channels’ for now.
🦊 How they are bootstrapping their growth.
🦊 How they chose their product flavours during product development.
🦊 How they manage their margins working with an overseas supplier.
🦊 How working to their strengths has helped them create a successful working relationship.
🦊 How they juggle their supply chain, working capital and current stock to fulfill current orders while being mindful of product shelf life.
🦊Different tactics they use on social media (including a trick you may not know about!)
🦊 The marketing strategies they’re using as a startup without a ‘Barbie’ budget.

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• More Money in Your Pocket FREE Online Masterclass (Valued at $1,500)
• Foodpreneurs Festival
• Fox Pops Instagram
• Fox Pops Tik Tok
• Fox Pops Facebook
• Fox Pops website

If you haven’t listened to Episode 79 (19 mins), ‘’Key Actions to Boost Profits Based on Your Revenue’’ listen here.

This episode is brought to you by my brand new FREE online Masterclass - More Money in Your Pocket which will help you build a profitable packaged food and drink business; and Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Making your food and drink brand stand out in a crowded market can be challenging. Retail shelves are more competitive than ever, with thousands of new food and drink products launched every year.

But there is a way to cut through the noise and boost your profits (even in these tough economic times with consumers cutting back on spending).

How? By implementing key actions and focusing on the right things based on your level of revenue.

In the latest episode of Foodpreneur with Chelsea Ford podcast, I’m sharing a secret revenue ladder that has helped my food and beverage clients put more money in their pockets. It's a game-changer, and it's never been shared publicly until now.

Listen now to discover:

🪜 The one thing to focus on for the balance of the year to double your revenue, or to get your revenue to the next level it should be at.

🪜The 3 things successful food and drink brands are built on.

🪜 What to focus and action based on your revenue.

🪜 How a brand dominated the yoghurt market in just 8 years through word of mouth.

🪜Key attributes to improve your income during a cost-of-living crisis.

🪜And much more!

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• More Money in Your Pocket FREE Online Masterclass (Valued at $1,500) (insert link)

If you haven’t listened to Episode 78 (36 mins), ‘Collaboration: Increasing Brand Awareness & Sales on a Budget' listen here.

This episode is brought to you by my Pitch Plan. If you are preparing or need to prepare what to say to a buyer, download it today; and Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Getting eyeballs on your products and making your brand seen, liked and purchased by consumers can be challenging, time consuming and expensive. However, there is a cost-effective way for time-poor business owners to boost brand awareness and drive product sales through a marketing strategy that is often overlooked. I'm referring to collaborations (or collabs!).

In this week's episode of the Foodpreneur with Chelsea Ford podcast, I chat to Jess Ruhfus, the founder of Collabosaurus, an innovative marketing platform that facilitates smart collabs and partnerships between brands. As a brand owner herself, Jess knows how collaborations with other businesses can be an extremely powerful marketing tool to drive sales, drive website traffic, generate brand awareness, get media attention and grow your audience on social media; all on little or no advertising spend.

In this episode, we cover everything that Food and Drink entrepreneurs need to know about teaming up with other businesses, including:

🤝 Why collabs are an effective marketing tactic for business owners with little time, and even less budget.
🤝Why starting with a goal in mind will help you determine your partners.
🤝How long to run a collaboration for.
🤝 Different types of collaborations, and what’s best based on your goals.
🤝 What to look for in a collaborations partner.
🤝 Why brand collabs are so powerful due to the multi-channel approach.
🤝 Why you usually must be seen by a potential customer 22 times before they make a purchasing decision.
🤝 How an F&B brand reached over 90 million people.
🤝 A generous offer from Jess for members of our community who want to sign up to Collaborosaurus (see discount code in links and resources).

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• Collabosaurus affiliate discount code: Use FIF_AFFILIATE code to get 20% off for the life of your plan
• Collabosaurus website
• Collabosaurus Instagram
• Jess Ruhfus Instagram
• Jess Ruhfus LinkedIn
• Donut Papi & Adult Toy Mega Store Collab

If you haven’t listened to Episode 77 (103 mins), ‘A Big Vision Led a Foodpreneur to the Javanese Highlands in Search of Cows’ listen here.

This episode is brought to you by my Pitch Plan. If you are preparing or need to prepare what to say to a buyer, download it today; and Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Foodpreneur Lisa Steny took a bold leap from a thriving corporate life to carve a niche for herself in the dairy industry.

That’s the simplified version of her story. The truth is, Lisa left a lucrative career in Finance and Banking, with zero experience in the food industry, to move to Bali and start producing luxury dairy products in a country that had no history of dairy production. And then Covid hit.

Despite the challenging launch timing, her commitment to top-tier quality and keen customer insights have driven 8 Degrees Cheese (soon to be Shy Cow), her premium cheese and Greek yogurt brand, to a flourishing growth. Today, it's a staple at supermarkets and gourmet stores, and luxury hotels across Bali and nearby islands.

In this week’s episode of Foodpreneur with Chelsea Ford podcast, Lisa takes me through her story; a journey which started as a bold vision to to embrace a life aligned with everything that matters to her, and how it led her to travelling the highlands of Java looking for milk cows.

In this episode, we delve into:

🧀 How she backed up what seemed like a ‘crazy’ idea with data and comprehensive research into the market.
🧀 Some of her mistakes when first starting out; and why backing herself was her biggest one.
🧀 Why playing it safe in the beginning is now costing her.
🧀 Why your BIG vision needs to scare you and be the driving force behind all your decisions.
🧀 How looking at different channels and opportunities helped the brand get through Covid and thrive.
🧀 Her approach to getting in front of decision makers (without having any experience in the industry).
🧀 How a cold email got her products into one of Asia's top 50 restaurants.
🧀 How a significant stockist found the brand on IG and ‘slid into their Instagram DM’s’.

LINKS & RESOURCES:

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• 8 Degrees Cheese
• Locavore Next

If you haven’t listened to Episode 76 (44 mins), ‘Turning your Distributor into your Partner’ listen here.

This episode is brought to you by my Pitch Plan. If you are preparing or need to prepare what to say to a buyer, download it today; and Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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If you’ve never worked with a food and beverage distributor, but are thinking about it, there’s a lot to consider, such as who to work with. How to work with them? And what margins you have to play with?

Regardless of who you decide to approach to distribute your product, and what margins you’ve agreed on, there is one thing that can make a HUGE difference in whether your experience working with one is successful and financially rewarding.

And this is, how you see the relationship.

In this week’s episode of Foodpreneur with Chelsea Ford podcast, I talk with Sally Gosper, the General Manager of Wholesale Food Distributor Two Providores, on why you need to see your distributor not as a salesperson, but as a 'partner'.

We cover how to form this type of working relationship, and why it’s essential to your success, including:

🚚 The #1 thing the most successful brands are doing with their distributors.
🚚 Why you must craft your brand story, and communicate this succinctly, regardless of your distribution channels.
🚚 What to look out for when deciding on a distributor to ‘partner’ with.
🚚 What the ‘gangster model’ is and why to look out for it when deciding on a distributor.
🚚 What Sally thinks is the future of the Australian food service industry.
🚚 How their ‘unusual model’ works for them and the producers they have on board.
🚚 What you need to know if you want Two Providores to distribute your product.

And……

🍨 🍫 Something you may have never heard about Messina!

LINKS & RESOURCES

• Two Providores
• Meredith Dairy
• Holy Goat Cheese
• Malfroy’s Gold
• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• Gelato Messina Chocolate

If you haven’t listened to Episode 75 (41 mins), ‘Overcoming Imposter Syndrome to Land More Accounts’ listen here.

This episode is brought to you by my Pitch Plan. If you are preparing or need to prepare what to say to a buyer, download it today; and Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Have you ever successfully arranged to pitch to a potential buyer but as you were driving to the meeting, allowed your fears to overpower you, resulting in you not showing up and missing out on an opportunity to grow your business?

Janessa Rutter has.

It's likely many of you can empathise with the fear that Janessa has grappled with. As a Foodpreneur striving to secure shelf space through successful pitches, she has often been plagued by imposter syndrome and a tendency to ‘play small’ when it comes to her brand Bask & Co.This detrimental mindset, however, needs to be overcome, as it prevents talented, hardworking food and beverage entrepreneurs with amazing brands from successfully scaling their businesses, and ultimately living life on their terms.

In this week’s episode of the Foodpreneur with Chelsea Ford podcast, Janessa candidly shares her journey, how she’s overcoming imposter syndrome and how it’s helped her get Bask & Co on more shelves.

We go through what YOU need to do to back yourself, overcome imposter syndrome and take your business to where it should be, including:

💪 Getting out of your own way and taking the emotion out of the business.
💪 Detaching your personal emotions from negotiations, even when your business is deeply intertwined with them.
💪 Triumphing over the fear of rejection and learning not to internalise 'no' as a personal failure.
💪 Streamlining daily decision-making by reducing the number of questions.
💪 Exploring the concept of putting on a 'mask' to boost your confidence and "fake it till you make it."
💪 Working with intermediaries to help your business growth if you don’t like the ‘sales’ aspect.
💪 Gaining the confidence to negotiate on margins.

LINKS & RESOURCES

• Bask & Co website
• Bask & Co Instagram
• Bask and Co Facebook
• Foodpreneurs Festival

If you haven’t listened to episode 74 (51 mins), ‘Moving from DTC (Direct to Consumer) to Wholesale’ listen here.

This episode is brought to you by my Pitch Plan. If you are preparing or need to prepare what to say to a buyer, download it today; and Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Transitioning your business focus from DTC to wholesale can be a daunting process at the beginning. It requires reevaluating your business, marketing, and logistics strategies, as well as a careful review of your margins and pricing. Additionally, deciding whether to involve intermediaries further adds to the complexity.

This week on the podcast I chat to Helen Tricarico, brains and brewer behind the acclaimed Hoti Kombucha. We delve into her journey of transitioning from DTC to wholesale, which was triggered by a sudden change in her DTC space, leading to the loss of a significant portion of her business almost overnight.

In this episode I guide Helen through the essential aspects to consider, understand, and implement when shifting focus to the wholesale market, with the aim of not only helping her reclaim her lost DTC revenue but also propelling her business to new heights through successful wholesale strategies, including:

↪️ Why start with strategic direction and communicate the changes every step of the way.
↪️ How to both utilise and support your existing retailers to increase sales.
↪️ How to scale up when moving to wholesale.
↪️ Why knowing your numbers and what margins you have to play with is essential.
↪️ How to use segmented marketing to drive your existing DTC customers to retail stockists.
↪️ Why revisit the ‘pricing backward’ model.
↪️ Redirecting your ‘foot traffic’ through a clear communication strategy.
↪️ Working and planning in 90 day sprints.

LINKS & RESOURCES

• HOti - Healthy On The Inside on Instagram
• HOTI - Healthy On The Inside on Facebook
• HOTI's website
• Lewin’s Change Management Model

If you haven’t listened to episode 73 (19 mins), ‘‘Reviewing Q2, and Keeping Your Business Alive in Q3!’ listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale, and my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today.

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It is widely known that launching, growing, and scaling a packaged food and drink brand is hard which is why I made it a whole lot easier by creating the Foodpreneurs Festival - a year's worth of sales, promotion, and networking opportunities for Australian Foodpreneurs. It’s been a few weeks now since the Festival and I’ve been digging into the data to provide even more information that will help food and drink entrepreneurs grow their packaged food and drink brands. I’ve sat down to analyse feedback, and spoken to retailers, industry experts that attended, and numerous Foodpreneurs. They’ve all shared valuable insights with me that you didn’t hear on the day and in this episode of Foodpreneur with Chelsea Ford podcast I’m going to share them with you.

Regardless of whether you attended the Festival or not, your location or target retailers, if you aspire to secure more accounts, expand your product's reach, and maximise your profits, this episode will provide you with rare and valuable insights into:
🍏 What retailers said Foodpreneurs did well in their pitches.
🍏 What could be improved to help your chances of getting stocked.
🍏 Trends that could help you innovate.
🍏 Common themes or issues that came with our Express Lane experts.
🍏 Ideas that sparked retailers’ attention at Stickybeak Station.
🍏 And more!

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program

If you haven’t listened to episode 72 “Branding and Packaging to get your Product Off the Shelf” listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale, and my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today.

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It is widely known that launching, growing, and scaling a packaged food and drink brand is hard which is why I made it a whole lot easier by creating the Foodpreneurs Festival - a years worth of sales, promotion, and networking opportunities for Australian Foodpreneurs. It’s been a few weeks now since the Festival and I’ve been digging into the data to provide even more information that will help food and drink entrepreneurs grow their packaged food and drink brands. I’ve sat down to analyse feedback, spoken to retailers, industry experts that attended and numerous Foodpreneurs. They’ve all shared valuable insights with me that you didn’t hear on the day and in this episode of Foodpreneur with Chelsea Ford podcast I’m going to share them with you.

Regardless of whether you attended the Festival or not, your location or target retailers, if you aspire to secure more accounts, expand your product's reach, and maximise your profits, this episode will provide you with rare and valuable insights into:

🍏 What retailers said Foodpreneurs did well in their pitches.
🍏 What could be improved to help your chances of getting stocked.
🍏 Trends that could help you innovate.
🍏 Common themes or issues that came with our Express Lane experts.
🍏 Ideas that sparked retailers’ attention at Stickybeak Station.
🍏And more!

LINKS & RESOURCES

• Money for Jam Free Masterclass: the pitching framework to help double your sales.
• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• Learn How to Set Prices by Understanding Margins & Markups
• Ep #18: Distributors: Making Sales with Margin
• Ep #14: Distributors, What You Need to Know Before You Approach One

If you haven’t listened to episode 71 “Branding and Packaging to Get your Product Off the Shelf” listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale, and my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today.

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There’s so much more to consider when designing your branding and packaging than just making it look ‘pretty’. Your branding and packaging can be the difference between blending into a sea of similar products and not getting stocked, to standing out from the crowd, landing on more shelves, and getting into more consumer baskets.

This week on Foodpreneur with Chelsea Ford podcast, I chat with Bex Deere and Nat Townsend from Design Agency Griffin Grace. Nat and Bex have worked with a lot of brands in the F&B space and know what it takes for packaged food and drink business owners to create a personal connection to their audiences through the design of their branding and packaging. We chat about all things a challenger brand owner in the F&B space should consider when designing or refreshing their brand, that you’ll want to hear!

Listen to episode 71 now for packaging and branding insights that will help get your product on and off the shelf, including:🧃Current design and packaging trends to follow.
🧃Design trends to avoid if you want your product to look unique.
🧃 Why your design strategy should encompass your entire product range.
🧃 Why a brand should be continuously evolving and changing.
🧃 The #1 piece of advice GG give to their clients around sustainability.
🧃 How to include retailers into your design process to help get your product stocked. LINKS & RESOURCES

• Money for Jam Registration
• Foodpreneurs Formula Coaching Program Waitlist
• Griffin Grace - Book a Free 30 Minute Call with the Team Here.
• Small Steps to Sustainability
• Noshing
• Chai Spice Beverages
• Mount Henry Honey
• Tully’z

If you haven’t listened to episode 69 “An Indigenous-owned Chocolate Brand Ready to Take on the World” listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale and my ‘Money For Jam’ masterclass to help you stand out from the crowd and land more wholesale accounts.

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Stress, financial woes, burnout and self-doubt. Many if not all Foodpreneurs have suffered these at some point in their business. But did you know there are issues specific to to Indigenous-owned packaged food and drink businesses you may never have thought about.

In celebration of National Reconciliation Week, this week on the podcast I spoke to Sharon Brindley, a Yamatji/Noongar woman who owns and runs the 100% First Nations chocolate and tea brand Jala Jala Treats; and is dreaming of taking her products global. At times the conversation is raw, talking about how her grandmother was taken from her family at 2 years of age as part of the stolen generations, and how her business and self-doubt drove her to a breakdown. At other times, it’s inspiring as she talks about how she’s determined to help pave a way forward for Indigenous Australians to have the opportunity to export their products, and how her goal is to introduce Australian native flavours to the rest of the world through her chocolates and teas.

Listen now as we discuss everything from mental health challenges to marketing issues and more, including:

🍫 Why your brand can’t (and shouldn’t) try to be all things to all people.
🍫 How exporting is a learning journey.
🍫 How to truly support Indigenous-owned FMCG businesses.
🍫 What ‘black cladding’ is and how to look out for it.
🍫 How to approach marketing challenges faced by many Foodpreneurs.
🍫 How trauma can show up in your business.

LINKS & RESOURCES

• Jala Jala Treats
• National Reconciliation Week
• Money for Jam Free Masterclass: the pitching framework you need to get your product on more shelves.
• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• Your 12 Month Marketing Plan to Boost Sales in 2023

If you haven’t listened to episodes 67 and 68 “Rapid-fire Lessons to Win More Accounts Pt. 1 & 2” listen now.

This episode is brought to you by Foodpreneurs Formula®, my coaching program for packaged food and drink brand owners ready to scale and my ‘Money For Jam’ masterclass to help you stand out from the crowd and land more wholesale accounts.

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Many Foodpreneurs tend to overthink their pitches, whether this is on the phone trying to get a meeting with a buyer, or in-person during an actual pitch. This is understandable; considering the amount of time that has gone into creating a product or brand, and the fact that getting into a retailer is a big step in scaling a packaged food and drink business.

"What do I say?", "Is my product even good enough?", "What do they actually care about?", "What info do they want/need"? The overwhelm can be paralysing and leave many to overthink the situation; which is why I put together a quick exercise to simplify the pitch process by prompting you to answer key questions rapidly. This will help you get to know the parts of your business a buyer wants to know about.

This episode is part two of a two-part series on nailing your sales pitch. If you haven’t listened to part 1 yet, you can listen to it here. In part 2 I take you through the final 5 of the 11 steps that will help you win more accounts, more often, by telling buyers what they actually want to hear, including:

🗣️ What your business model is.
🗣️ Details about any capital investment your business has, or will be acquiring.
🗣️ Details about your team or network.
🗣️ Asking for ‘the sale’.
🗣️ Why you care about solving this problem for your customers (the one I spoke about in #2 of ep. 67).

LINKS & RESOURCES

• Your Free Pitch Plan
• Waitlist for Foodpreneurs Formula Coaching Program
• Ep.66: Reframing the Sales Conversation.
• Ep.55: Anniversary Edition: Words of Advice from a Speciality Retail Buyer.

If you haven’t listened to episode 67 (9 mins), “A Rapid-fire Exercise to Win More Accounts Pt. 1” listen here.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Landing a meeting with a buyer, and impressing them once you do is not easy; if it was, everyone with a packaged food and drink product would be on shelves. You need to nail your sales pitch so you land a meeting, and then get stocked; but what exactly do buyers want and need to hear before they’ll even consider putting your product on their shelf?

Here’s a hint, it’s not just how great-tasting your product is, or how good it will look on shelves.

Despite needing the above as a minimum requirement, there’s much more information you can give them, or show them that will sway their decision. This episode is part one of a two-part series which takes you through 11 interactive steps you need to respond to (and fast!), so get your pen, paper or digital device ready as I’m about to take you the first 6 of these 11 steps that will help you answer the questions buyers want to know, including:

🗣️ How you or your product are changing the world?
🗣️ What pain points do your customers have?
🗣️ What will your customers gain from your product (besides it’s taste)?
🗣️ Will you do a product tasting live with your buyer?
🗣️ What’s unique about your product?
🗣️ What financial or other successes has your product had so far?

LINKS & RESOURCES

• Your Free Pitch Plan
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Waitlist for Foodpreneurs Formula Coaching Program
• Ep.55: Anniversary Edition: Words of Advice from a Speciality Retail Buyer.

If you haven’t listened to episode 66 (55 mins), “Reframing the Sales Conversation” listen here.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Sales. Just the word can have some Foodpreneurs running to find the closest table to hide under. But what if the way you thought about selling your product was based on preconceived ideas, and by reframing how you think and feel about the sales process would instead fill you with confidence and make you feel more empowered and at ease in your next buyer meeting or when calling or emailing a buyer for the first time

That’s exactly what I go through with Mia Van Tubbergh, the Sales Partner from Elm Professional, a professional services firm that partners with food, retail and FMCG clients. The hard truth is that you need to ‘sell’ to have a successful business. The other truth though is that there is a way to sell by ‘adding value’ that will completely change the way you think, and what you do when it comes to your sales process.

I chat with Mia about how ‘adding value’ must be a part of your sales strategy and what that looks like, including:

💸 What WIFIM is and why it’s important when pitching to buyers.
💸 Why having a great-tasting, great-looking product is the minimum and what else you need to ‘sell’.
💸 Why talking margin and sell-through are essential in adding value.
💸 What you need to know so you’re confident when meeting with buyers to ease the sales conversation.
💸 Learning the trick of art of listening more and talking less.

LINKS & RESOURCES

• Elm Professional
• The Dangers of Discounting: A free guide and discounting calculator to discover how much you should (or shouldn't) be discounting.
• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan

If you haven’t listened to episode 65 (49 mins), “Building a Million Dollar Brand in an Overcrowded Space” listen here.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale.

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Imagine starting a food brand without any FMCG experience, manufacturing a product in a saturated market, out of your garage in your local town. Now imagine four years later that brand is a household name, is turning over millions of dollars in revenue, is selling nationally and overseas, and has just purchased their own facility to manufacture their product, and products for other Foodpreneurs.

Sounds unreal. But it’s not.

This week on the podcast I chat with Cian Dawson and Courtney Brown, the co-founders of Gym Bod – A better-for-you ice cream start-up with a loyal following of fitness enthusiasts and health-conscious consumers, now retailing in over 1,200 locations around Australia and New Zealand.

Cian and Courtney’s story will inspire you to start dreaming big, hitting your goals, and focusing on the right things to get there. Listen now to discover:

🍨 What they focus on to help them reach their big goals.
🍨 How they became a household name in the competitive dessert space.
🍨 How strategic thinking and planning has been essential to their success.
🍨 Their biggest challenge to date.
🍨 Why focus on what consumers DO, not SAY, in your research.
🍨 Why you need to decide your market early on to drive your business strategy.

LINKS & RESOURCES

• Gym Bod

• 27 Getting Sales Through A Major Retailer When You’ve Got A Lot Of Competition. Here’s How.

• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan

If you haven’t listened to episode 64 (48 mins), “Creating a Mission Based Plant Based Business at Scale”, Listen here.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners who want to land more accounts, get product into more consumers’ hands and put more money in their pocket for every product sold.

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The plant-based food and drink category has grown and evolved tremendously in recent years. We now have plant-based chicken, beef, sausages, cheeses, milks, chocolates, eggs, you name it there’s a plant-based alternative for it.

But have you ever heard of plant-based tuna?

In episode 64 of Foodpreneur with Chelsea Ford podcast, I (virtually) sat down with BettaF!sh co-founder and co-CEO, Deniz Ficicioglu to learn how her startup is making waves across Europe with their ‘tu-nah’ product that looks, tastes and feels exactly like canned tuna, but is made from seaweed - a product that’s farming practices is regenerative, and a sustainable alternative to fishing. What started as a mission to conserve our oceans, has become a brand with products selling across seven European countries by building an entire new industry of ‘impact-enhanced’ foods made from seaweed.

BettaF!sh’s story is truly inspiring, and in this episode you’ll hear about their early-stage scale journey, as well as:

🐟 How they positioned their product and brand by learning what consumers want from plant-based products.
🐟 How they pitched and won investment, and the kind of investment they initially looked for.
🐟 How they work with their investors.
🐟 How they grew their business by tapping into well-connected networks.
🐟 Current gaps in the market for plant-based products.
🐟 How plant-based has evolved and where it’s going.

LINKS & RESOURCES

• BettaF!sh

• 36 How Doughlicious founder, Kathryn Bricken, wins retail accounts

• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan

If you haven’t listened to episode 62 (19 mins)and episode 63 (23 mins), ‘‘11 Strategies to Grow Your Brand: Part 1 & 2 !’ Listen now.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners who want to land more accounts, get product into more consumers’ hands and put more money in their pocket for every product sold.

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You created a product to solve a personal problem, or because you noticed a gap in the market for your delicious product. But did you start off thinking about creating a brand? It’s unlikely.

If you listened to last week's episode, which was part 1 of my 2 part series on brand-building strategies, you would've heard that 99% of Foodpreneurs don't succeed because they fail to create a brand. Creating a brand, powered by strategic planning, thinking and implementation will help you succeed where others don't; and you need to be adaptable, organised and action-orientated to be part of the 1% that succeed and get to live life in their terms.

But even if you haven't been focussing on (or even thought about) building a brand around your product, it's not too late. Grab your pens and hit play because I'll delve deeper into the final 6 of my 11 crucial strategies to building a brand that, if implemented, will change your business forever, including:

🧡 Having a deep understanding of your customer.
🧡 Developing your unique messaging and visual identity.
🧡 Having consistency across your consumer touchpoints.
🧡 Ensuring your customers are happy.
🧡 Having a clear purpose within a consumer’s life where your product fits.
🧡 Being easy to buy from.

And if you haven't listened to part 1 of this 2 part series, hit pause and listen to that first!

LINKS & RESOURCES

• Ep. 37: Creating a Memorable Brand to Get Your Product Off the Shelf
• Ep. 27: Getting Sales through a Major Retailer when You’ve Got A lot of Competition. Here’s How
• Ep. 46: How Storytelling and Persistence Gets Your Product on More Shelves.
• Oroton
• Pure Pops
• Kasbah Bab Ourika
• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan

If you haven’t listened to episode 62 (19 mins), ‘‘11 Strategies to Grow Your Brand: Part 1!’ listen here.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners who want to land more accounts, get product into more consumers’ hands and put more money in their pocket for every product sold.

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You’ve done all the hard work. You've created a great-tasting product, designed your packaging, organised your labelling, and spent hours upon hours finally getting your product into a retailer.

Unfortunately, this won't equal success.

In order to be in the minority of packaged food and drink products that actually make it long term, you need to get your product off the shelf, into more consumer baskets and through the checkout time and time again. And in order to do this you need to build a brand.

Get your pens ready, because in part 1 of my 2-part series on brand-building, I give you the first 5 of my 11 strategies to scale your business and succeed long term. All you need to do is implement them.

Listen now for more in-depth coverage of these strategies, including:

🧡 Finding your brand's purpose.
🧡 Telling your brand's story.
🧡 Creating a community.
🧡 Having an amazing product.
🧡 Being a content powerhouse.

LINKS & RESOURCES

• Geranium
• Perigord Truffles
• Mid-Day Squares
• Episode 59: Low/No-Cost Ways to Generate PR for Your Brand
• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan

If you haven’t listened to episode 61 (53 mins), ‘‘The 1,2,3 of Product Barcodes!’ listen here.

This episode is brought to you by my new Pitch Plan. If you are preparing or need to prepare what to say to a wholesale buyer, download it today. And Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners who want to land more accounts, get product into more consumers’ hands and put more money in their pocket for every product sold.

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Thinking about barcodes might not be the most exciting part of creating a product as a Foodpreneur, but is usually the first step in getting your product retail-ready (and a very important step!).

Barcodes can actually do some pretty cool things, like help you sell internationally, make your product look preferable in the eyes of a buyer, help you manage your entire supply chain, as well as even help the industry be more sustainable!

In episode 61 of the Foodpreneur with Chelsea Ford podcast, I chat with Marcel Sieira, the Chief Customer Officer at GS1 Australia. GS1 is a not-for-profit that helps Australian businesses who are trying to get products in the market (such as Foodpreneurs trying to get their product into retailers!). He tells you the critical things Foodpreneurs need to know about barcoding their products, as well as:

🥫 What a GTN is, why you need one when getting into the market, and why it’s more difficult to get ranged if you don’t.
🥫 Why placement and size of your barcode are important.
🥫 How the colour of your packaging can prevent your barcode from scanning.
🥫 How barcodes can help prevent product fraud.
🥫 And, the biggest trend affecting the industry, is the transition to 2D barcodes (and how you can use them in the future to do some amazing things!)

LINKS & RESOURCES

• GS1 Australia
  Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan
• Cristiana and Co
• Zoetic Tea

If you haven’t listened to episode 60 (22 mins), ‘‘How to Review Your Q1 Activity to Smash Your Goals in Q2!’ listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale and Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners.

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If you think you don't have the time to sit and review your business activities each quarter, think about what it could be costing you in time and money if you don't properly review what you're doing. You won't know what activities, processes, and strategies are working, and which aren't. Without a proper debrief, you'll end up doing the same things, while still trying to get more sales.

But as the saying goes, you can't keep doing the same thing, expecting different (better) results.

In episode 60 of The Foodpreneur with Chelsea Ford podcast, I take you through how to properly review your Quarter 1 activities so you can learn from what you did, or didn't do, and really take your brand to new heights in Quarter. 2 I'll ask you the right questions so by the end of the episode, you'll be prepared with what you need to do to get more sales, more stockists and more money in your pocket every quarter (just like a member of mine who used promotions in Q1 to increase her sales by 47%, which means she knew what to do in Q2).

Listen now to know:

📈 Why the most successful Foodpreneurs review their P&L every month.
📈 How tools can help you record and track your figures so you know how your business is tracking.
📈 How your sales peaks and troughs tell a story, and what to do with what it's telling you.
📈 How to plan your activities for the 2nd Quarter of 2023.
📈 5 Things to do to help you hit your Q2 sales goals.
📈 Why you must 'lean in' if you want to be successful.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Your Free Pitch Plan

If you haven’t listened to episode 59 (49 mins), ‘Low/No-Cost Ways to Generate PR for Your brand’ listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale and Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners.

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PR might seem daunting, unnecessary or expensive to small packaged food and drink business owners, but it can be anything but. Foodpreneurs can leverage media coverage to get a huge amount of eyeballs on their brand, with little to no budget, and there are things you can do during your day to help build out your brand story, all of which will can be used to generate publicity.

This week on the podcast I chat with PR expert Celia Harding who has worked with major, and boutique brands in the F&B space (think Smirnoff and Mr Black Coffee Liqueur). Celia talks about growing and scaling your packaged food and drink business using PR, and gives you insider industry tips and tools to getting more eyeballs on your brand that won't cost you a fortune (or nothing at all!)

Listen now to find out:

📣 How to get retailers and customers to discover your product.
📣 The 4 elements you need to do great media coverage.
📣 The difference between PR and Advertising.
📣 How smaller businesses can trump bigger brands when it comes to PR.
📣 Why Australia is 'the land of opportunity' for Foodpreneurs and PR.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• How 2 Foodpreneurs Created a Successful Business Selling a Largely Unknown Ingredient
• Mr Black
• Mobius Distilling
• Fellr Alcoholic Seltzer
• Collabosaurus

If you haven’t listened to episode 58 (49 mins), ‘How Cookie Dough Saved Celeb Chef Anna Polyviou’ listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale and Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners.

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As a Foodpreneur, trying to create a successful brand, in an industry that’s notorious for being tough to make it in, is financially, mentally and emotionally taxing (not to mention all the physical effort that comes into cooking and packing products). You’ll likely experience the rollercoaster of not only being in the F&B industry, but also being a business owner, and some days you can question yourself and your decision to become a food founder.

BUT you are not alone. My guest this week on Foodpreneur with Chelsea Ford podcast is award-winning pastry chef, media personality, Foodpreneur and Cookie Dough extraordinaire Anna Polyviou. Despite being all the above, Anna had to work, educate, and hustle her way to success when launching her Cookie Dough brand AP Bites, overcoming major financial and emotional hurdles along the way.

Anna is one of the amazing women we’re celebrating this month on the podcast in recognition of International Women's Day last week. She has learnt so many valuable lessons through her journey that she shares with us on the podcast, including:

🍪 How her celeb status made her ‘put on a mask’ and hide her struggles during those dark times.
🍪 How a brand partnership helped her at the start of her journey.
🍪 Who to surround yourself with to increase your chance of success, both professionally and personally.
🍪 Why self-care is so important as a Foodpreneur.
🍪 Why even as a known media personality she has to push her product, and how she does it.
🍪 Why using a distributor and a sales agent works best for her business financially.
🍪 Why she prefers stockists to order ‘less’ of her product.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Anna Polyviou website
• Harris Farm
• Kepos Street Kitchen
• Circle Harvest
• Anniversary Edition: Straight Talk from a Specialty Retail Buyer. What to Say in your Pitch.
• What is a Sales Agent, and do I Need One?

If you haven’t listened to episode 57 (59 mins), ‘Overcoming Failure as a Foodpreneur’ listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale and Foodpreneurs Festival, the sales event opportunity of the year, specifically curated for packaged food and drink brand owners.

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As Foodpreneurs (and in life in general), you'll experience many moments you might think of failures. Whether it's getting a 'no' from a retail buyer you've been communicating with for months, to a major piece of equipment failing right before fulfilling a big order, to thinking your entire business is a failure.

These moments will test you, but if you change your mindset around what a failure is, they need not break you (and often can be a catalyst for something greater).

This month we celebrate International Women's Day and in recognition of all the amazing women out there, this week on Foodpreneur with Chelsea Ford podcast I chat to Alexandra Sangster, a Foodpreneurs Formula member and emerging leader in shaping Canada's economy, culture, and society through food, drink, and consumer products. Alexandra has overcome multiple failures, from equipment failure to an unsuccessful partnership, to create a successful tea brand, which is helping support and empower women, and changing the world for the better through social impact initiatives.

**Listen now to discover:

🍵** How to overcome perceived failures and change your mindset.
🍵 How your Foodpreneur community can help you manage stress.
🍵 Free resources to drive social impact with your business.
🍵 How to use a 'failure' as a learning opportunity for success.
🍵 How to ‘depersonalise’ feedback and use it to your advantage.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival
• Sarjesa Website
• Trico Charitable Foundation
• Discovering Hands

If you haven’t listened to episode 56 (115 mins), ‘Get Your Product into More Consumers’ Hands (Even Without a Budget!)’ listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale and The Foodpreneur Journey roadmap so you know what to expect and the mistakes to avoid.

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I know that marketing can be a point of confusion and overwhelm for many foodpreneurs; where do you start? What channels should you use? Google? Meta? Tiktok? How much budget do you need? What to do if you don't have any budget? Ultimately, in a digital world filled with competitors and 'noise', how does your brand get noticed and stand out to consumers and retailers enough so that they put YOUR product on their shelves, or in their baskets?

In this week's episode of Foodpreneur with Chelsea Ford podcast, my guest is Food Marketing Expert, Vhari Russell. Vhari is FULL of wisdom - and great metaphors like "packaging is the blind date on the shelf" - that if you action, will help you grow your brand, even in this challenging economy, and even with little to no budget.

Listen now to find out how the below can boost your marketing efforts (and are mostly free!):

📣 Creating salivating content.
📣 Accessing your inner 4-year-old.
📣 Collaborating with other brands.
📣 Phone call Fridays.
📣 Creating recipes.
📣 Having green credentials.
📣 Analysing customer data.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula Coaching Program
• Foodpreneurs Festival - your opportunity to apply to pitch your products to retail buyers
• Buy tickets to Foodpreneurs Festival 2023
• The Food Marketing Experts
• Dr. Wills Ketchup
• London Nootropics
• Gozney AU
• Seggiano
• Lexi's Treats
• Capsule CRM
• Hubspot

If you haven’t listened to episode 55 (1 hour & 15 mins), ‘Anniversary Edition: Words of Advice from a Speciality Retail Buyer’. listen here.

This episode is brought to you by Foodpreneurs Formula, my business coaching program for packaged food and drink brand owners ready to scale and The Foodpreneur Journey roadmap so you know what to expect and the mistakes to avoid.

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Having worked with foodpreneurs for many years, I know that the chance to get into the mind of a retail buyer is priceless. Knowing how to land a meeting with them, how to get onto their shelves, and even how to get them to respond to your emails and/or phone calls would be an invaluable opportunity for many of you.

That's why in episode 55 of Foodpreneur with Chelsea Ford podcast, I chat with specialty retail buyer Tim Sykes from the AMAZING Gertrude Grocer, and ask him all the things you've ever wanted to know from a specialty retail buyer.

Listen now to discover:

🛒 WHEN and HOW to contact them to get stocked.
🛒 What to bring with you when you do land a meeting.
🛒 What to do if you drop in unannounced (or whether you should at all!)
🛒 A new way to contact a buyer that you probably haven’t thought of.

And as an updated BONUS ✨ My expert advice on how to tap into consumer and retailer behaviour to maximise your growth, even in these tough economic times.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula
• Noshing
• Alive & Wild
• Biscotti Boxx
• Box Brownies
• Oakwood Small Goods
• Gertrude Grocer Instagram
• Gertrude Grocer website

If you haven’t listened to episode 54 (1 hour & 18 mins), ‘Distributors: Making Sales With Margin’. listen here.

This episode is brought to you by Foodpreneurs Formula, my business coaching program for packaged food and drink brand owners ready to scale and The Foodpreneur Journey roadmap so you know what to expect and the mistakes to avoid.

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If you currently use, or are considering using a distributor to distribute your products to a retailer, have you accounted for the margin to pay yourself as well?

Using a distributor can help increase your stockists but it is another expense that needs to be accounted for when pricing your product 💸, which is why pricing correctly for distribution is so important.

In this episode I talk with Hayssam Bejjani, The Chief at Cartel & Co, a boutique food and beverage brand partnership and distribution company, about distribution best practises for packaged food and drink brand owners when engaging and working with a distribution partner.

In this episode you’ll discover:
🚚 A strategic approach to landing more wholesale accounts.
🚚 Different ways of working with distributors (including my fav, the ‘Hybrid model’).
🚚 Whether working with a distributor or going direct might work best for your business.

And most importantly…….

🚚 Managing margins so everyone (yep, including YOU!) makes enough 💰.

PLUS, as an added bonus to celebrate the podcast’s Anniversary month, I’ve updated this episode to include my expert tip on how to better manage your customers when you’re not getting reports or insights from your distributors.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula
• Cartel & Co website
• Cartel & Co Instagram
• Cartel & Co Facebook
• Cristiana and Co
• On the Grocery Shelf and Failed. Twice. What To Do.

If you haven’t listened to episode 53 (53 mins), ‘Straight Talk from a Specialty Retail Buyer. What to Say in your Pitch’. listen here.

This episode is brought to you by Foodpreneurs Formula, my business acceleration program for packaged food and drink brand owners ready to scale and The Foodpreneur Journey roadmap so you know what to expect and the mistakes to avoid.

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Do you want to get your product in more stockists and onto more shelves?

What about getting your product off those shelves, into more baskets and through check-outs?

Of course, you do. No business can run off passion or the sweet scent of cookies baking… 🍪

You’ll want to listen to this updated version of one of our most popular podcasts from 2022, where I chat with Christina Basile, owner operator of Panetta Mercato, a collection of five family run grocery stores sourcing high quality food and drink products for their customers.

Christina and I talk about what foodpreneurs need to do to get their food and drink products on more shelves and into more consumer baskets.

You’ll get insights into:

🧺 The day in the life of a buyer so you know how and when to approach them.

🧺 Getting noticed by a buyer so you get your product stocked.

🧺 Working with your distributor to get stocked with a speciality retailer.

🧺 Landing your first order with a speciality retailer.

🧺 Supporting your product so it gets off the shelf (THE most important aspect that often gets overlooked).

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula
• Panetta Mercato
• How to Influence Rather than Sell
• What to Say in Your Pitch

If you haven’t listened to episode 52 (25 mins), ‘Why Foodpreneurs Don’t Make Money’. listen here.

This episode is brought to you by Foodpreneurs Formula, my business acceleration program for packaged food and drink brand owners ready to scale and The Foodpreneur Journey roadmap so you know what to expect and the mistakes to avoid.

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Last year when I made this episode, making money in the food and drink industry was hard. With global market issues and increased competition, it may be even more difficult in the current climate.

This was our number #1 episode in 2022 and for good reason. 73% of packaged food and drink brand owners don’t pay themselves a wage because there is no profit to set aside for all their time and effort, and if you're a foodpreneur reading this, you may already know that from first hand experience.

Listen to my updated industry insights into what the five typical mistakes foodpreneurs make are, and get answers to the questions still plaguing many of you, including:

🤔 How do I create a packaged food and drink business that allows me to pay myself a decent wage?
🤔 What should I charge?
🤔 Do I build velocity or value?
🤔 Is creating a brand important? And if so what does that actually mean?
🤔 What numbers do I need to know to be successful?
🤔 Should I approach buyers in retail or foodservice channel?

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula
• How to Sell When You’re the Most Expensive
• Getting More Products Into Consumers’ Hands Even in a Slowing Economy
• Three Key Numbers you Need to Know for a Viable Food and Drink Business

If you haven’t listened to episode 51 (49 mins), ‘How Two Foodpreneurs Created a Successful Business Selling a Largely Unknown Ingredient’. listen here.

This episode is brought to you by Foodpreneurs Formula, my business acceleration program for packaged food and drink brand owners ready to scale and The Foodpreneur Journey roadmap so you know what to expect and the mistakes to avoid.

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Having a business partner can be great. Someone to share the workload with, someone who brings their own set of skills into the business and someone to support a crazy idea of starting a food business that involves selling a product using an ingredient hardly anyone knows about…..

Sounds, well brave, doesn’t it. But that’s exactly what my two guests this week on Foodpreneur with Chelsea Ford podcast did. And not only have they built a thriving business with their black garlic being adored by many high profile chefs, but a healthy, transparent business relationship to boot.

On the podcast this week I chat to Cathy Owen and Jenny Daniher, who together founded Garlicious Grown, a company that sells delicious, award winning black garlic products. Jenny and Cathy met at their kids soccer game, and decided to create a business together selling a product 95% of the population had never heard about.

Listen now for their insights on:

🧄How they confidently sell to chefs - a mainly male-dominated demographic.
🧄 The key to a successful partnership.
🧄 How they navigate roles and responsibilities.
🧄 How foodservice is a key sales channel for them.
🧄 Apps they use to simplify their business.
🧄 How they use external relationships to increase brand awareness.

LINKS & RESOURCES

• Garlicious Grown
• Jenny Daniher LinkedIn Profile
• Xero
• ShipStation
• Upstock
• Trello
• Dropbox
• Hubspot
• Waitlist for Foodpreneurs Formula

If you haven’t listened to episode 50 (45 mins), ‘How Foodpreneurs Can Increase DTC Sales through Digital Marketing’. listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale. If you’re ready to land more accounts, get your product into more consumers’ hands, and put more money in your pocket for every food and drink product you sell, get on the waitlist. Enrolment for our next cohort will be opening soon.

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Did you know that 320 people in Australia search for ‘handmade chocolate’ every month on Google? How about that 2,900 people in the US search ‘best kombucha’ online EVERY MONTH. And that’s just a fraction of searches people all over the world make looking for packaged food and drink products to buy online.

Now, if you’re a Foodpreneur who sells directly to consumers from a website, you’re going to want to be in front of those eyeballs 👀 👀 👀.

That’s why if you’ve got an ecommerce website, I’ve got a treat for you. On Foodpreneur with Chelsea Ford podcast this week I chat with ecommerce expert Andy Janaitis. Andy has worked with a lot of craft food and drink brands; helping them increase their online sales through digital marketing. Listen to episode 50 now to find out:

💻 What you MUST do with your website to help increase sales.

💻 A mistake to avoid that can limit your sales (and it has nothing to do with your website!)

💻 Where to start off if you’ve never done paid marketing on an ecommerce site before.

💻 Google vs. Social ads – the difference and when to use each.

💻 How collecting email addresses can help your paid marketing.

LINKS & RESOURCES

• PPC Pitbulls
• Shopify
• Fly by Jing
• Foodpreneurs Formula coaching program

If you haven’t listened to episode 49 (48 mins), ‘How to Get Noticed by Retail Buyers and Land More Accounts’ with RangeMe’s founder, Nicky Jackson, listen here.

This episode is brought to you by Foodpreneurs Formula, my coaching program for packaged food and drink brand owners ready to scale. If you’re ready to land more accounts, get your product into more consumers’ hands, and put more money in your pocket for every food and drink product you sell, get on the waitlist. Enrollment for our next cohort will be opening soon.

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In a perfect Foodpreneur world, your product would have buyers knocking at your door. The reality, however, is a little different. With thousands of packaged F&B products out there, and only so much shelf space, it’s essential that products and brands stand out from the crowd to get onto (and off of) more shelves.

In this week’s episode of Foodpreneur with Chelsea Ford podcast I chat to RangeMe founder, Nicky Jackson. As the founder of a platform that connects retailers with suppliers, Nicky knows what it takes to stand out from the crowd when liaising with buyers. This episode is FULL of advice, tips, and tricks on how to get noticed to land more accounts, including:

👀 What to do if you haven’t heard from a buyer after sending them a sample (I bet you’ve never thought of this one!)

👀 How to get feedback from buyers when sending out samples.

👀 What to research BEFORE you get in touch with a buyer.

👀 Who you need to have on your side to increase your chances of success.

👀 And much, much more.

If you want to learn more about getting your product onto more supermarket shelves in 2023, join my popular FREE ‘Money for Jam’ masterclass that will give you the pitching framework you need to land more accounts this year! (Valued at over $1500).

LINKS & RESOURCES

• Sarjesa
• Mid-day Squares
• Drunk Elephant
• Foodpreneurs Formula coaching program
• ‘Money For Jam’ Free pitching masterclass

If you haven’t listened to episode 48 (25 mins), ‘4 Food and Drink Trends for 2023 to Help Your Business Remain Current, Relevant and Engaging’ listen here.

This episode is brought to you by Foodpreneurs Formula®, my coaching program for packaged food and drink brand owners ready to scale and my ‘Money For Jam’ masterclass to help you stand out from the crowd and land more wholesale accounts.

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There’s a reason food and drink businesses that remain current do well. Aligning your business – whether that be packaging, tastes, or ethics – with what customers are interested in help products get on, and off shelves.

This doesn’t mean a major overhaul of your brand or products every year to be ‘on-trend’. There are a number of industry trends I’ve discovered through extensive research and my own experience helping small, medium and big brands succeed in the market that can be incorporated into an existing business strategy to help foodpreneurs remain current, engaging and relevant in 2023 (and beyond!).

This week on the podcast I outline four food and drink trend predictions for 2023 to help direct your strategy and business this year, including:

📈 What messaging to incorporate into your sales pitch scripts and marketing.
📈 What priorities to lead with to future-proof your business.
📈 Ideas that will feed both your mind and mouth with inspiration.
📈 How to adopt or adapt these trends into your business strategy, pitch, and messaging.

Links & Resources

• ‘The footprint of food miles – we need to start counting’ case study
• Zoetic Tea
• Harris Farm Markets
• Episode #31, Carving out Your Competitive Advantage Using Food Tech. Easier Than You Think
• Bowery Farming
• Banksia Foundation
• Nestle Health Science
• Holland & Barrett
• Spicewell
• Vitl
• Acacia Blends
• Mindright
• Waitlist for Foodpreneurs Formula
• ‘Money For Jam’ Free masterclass

If you haven’t listened to episode 47 (23 mins), The Golden Quarter: Q4 Retail Review So You’re Ready to Win in Q1. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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The fourth quarter has become known as the ‘Golden Quarter’ – a time when large uplifts in retail site visitors and revenue can occur due to known sales periods such as Thanksgiving, Black Friday, Cyber Monday, and the Christmas period. Some days are more dependent upon your location than others, although I see them becoming ubiquitous.

In this week’s Foodpreneur with Chelsea Ford podcast episode, the final for 2022, I analyse Q4 to help you review your sales records and help you to prepare to make more sales in Q1. You’ve got to be on top of your plans in order to make sales early in 2023. If you’re not, you’ll be forever in catch up mode throughout the year. 🏃🏻‍♀

In Australia, the stats suggest that retail sales were in overall decline this quarter but food and drink category sales did have a slight increase, partially helped by high food prices and additional flood related spending.

Listen to Episode 47 and walk away knowing:

📅 Which of your Q4 numbers you need to know like the back of your hand to make it big in Q1

📅 What you should have been doing in Q4 to get more buyers to return your messages (good to know for 2023)

📅 My simple review strategy for you to have an incredible plan for success in Q1 (it’s so simple, you’ll love it)

Links & Resources

• Episode #43 ‘What to do When a Stockist Says ‘No’ or ‘No for Now’
• Episode #26 ‘Straight talk from a specialty retail buyer. What to say in your pitch’
• Episode #44 ‘Words of Advice from a Speciality Retail Buyer’
• Pricing for Distribution workshop (one day left to grab this)
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 46 (57 mins), How Storytelling And Persistence Gets Your Product On More Shelves. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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Unfortunately for many foodpreneurs, having an amazing product is not enough to get stocked or drive sales. There are a number of elements that need to come together to create a successful packaged food and drink business that has longevity.

Two of these elements are:

💪 Your brand story; and

💪 Persistence

I know so many foodpreneurs with delicious products that SHOULD be stocked on more shelves, but they struggle to tell their brand story and are not sure what to do when buyers don’t respond to them.

That’s why this week on the podcast I chat to triple threat Matthew Jinks, he’s the owner of Random Harvest and as a triple threat – amazing products, a compelling brand story, and unwavering determination – knows exactly what it takes to be successful in the industry.

Listen to episode 46 to discover:

🏪 How to tell your brand story to captivate buyers and get on more shelves!

🏪 Why you may choose not to sell through major retailers.

🏪 What you must do to grow your business when buyers keep ghosting you.

🏪 Tips for getting your product into overseas retailers.

🏪 Top mistakes foodpreneurs make that can stall business growth.

Links & Resources

• Random Harvest
• Goan Cuisine
• David Jones Food & Wine
• Hill Street Grocer
• Peters’ of Kensington
• Harris Farm Markets
• Harrod’s Food Hall
• Alg Seaweed
• Foodland Pasadena
• Australian Made & Owned Food
• Pricing for Distribution workshop
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 45 (24 mins), Your 12 Month Marketing Plan to Boost Sales in 2023. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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Getting your packaged food and drink product ON the shelf is a huge win for a foodpreneur, but it's only the beginning. The key to longevity, business growth and profitability (apart from correctly pricing your product) is getting your product into more consumers’ hands (or baskets/trolleys/sustainable grocery bags…) And the key to this?

Marketing 📣📣📣

It might seem simple but it's something foodpreneurs often overlook, or struggle with. That's why in this week's episode of Foodpreneur with Chelsea Ford podcast I give you a 12-month marketing plan for 2023, that once implemented, will help you boost your product sales and put more money in your pocket! In this episode I cover:

📈 Not just what to do, but how to do it - with real life examples.
📈 What you need to consider when doing your marketing planning.
📈 How to increase your brand awareness.
📈 How to increase your revenue.
📈 How to drive repeat purchases.

Listen now and get to work planning your marketing for the new year!

Links & Resources

• Pricing for Distribution workshop
• Waitlist for Foodpreneurs Formula®
• A Simple Checklist to Get Your Product Off Shelves.
• Episode.10: On the Grocery Shelf and Failed. Twice. What to Do.
• Episode 38: Market research: what do shoppers really think of your brand?

If you haven’t listened to episode 44 (1 hr 10 mins), Words of Advice from a Speciality Retail Buyer listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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Getting into the mind of a retail buyer is priceless for foodpreneurs. Knowing how to land a meeting with them, what to (and what NOT to) do, and the information they want to know about your product to improve your chances of getting stocked is what every Foodpreneur wants to know right??

Retail buyers, like most of us, are busy people; get them at the right time and you could see your product on their shelves within a week or two, get them at the wrong time and you could be sitting hitting refresh on your emails for a very long time (yep, you’ve been ghosted).

In this episode of Foodpreneur with Chelsea Ford podcast, I chat with specialty retail buyer Tim Sykes from Melbourne’s AMAZING Gertrude Grocer, about everything you’ve always wanted to know from a retail buyer, including:

🛍️ The best day/time to contact them to improve your chances of success.

🛍️ Their preferred ways of contact – one you may have never thought of!

🛍️ What information to come armed with when you land a meeting.

🛍️ Whether you should drop in unannounced and what to do if you decide to cold call AND

🛍️ Much more.

Links & Resources

• Noshing
• Alive & Wild
• Biscotti Boxx
• Box Brownies
• Oakwood Small Goods
• Gertrude Grocer Instagram
• Gertrude Grocer website
• Pricing for Distribution workshop
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 43 (48 mins), What to Do When a Stockist Says ‘No’, or ‘No for Now’. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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You’ve spent a lot of time and effort honing your product, you’ve designed the packaging, done your market research, and are even making sales. You know you need to get into more stockists to increase your revenue but the thought of making cold-calls makes you anxious; it’s just not YOU, you’re a Foodpreneur, a maker, a creator, an innovator, but definitely not a salesperson…..

The truth is making sales calls to stockists strikes fear into the hearts of many foodpreneurs. As a self-confessed introvert, Claire McDonald from Coast n Smoke - a range of delectable artisan spice blends and BBQ rubs - knows this feeling all too well; BUT with a sales goal of doubling her revenue in 12 months, Claire knew she had to not only get more comfortable with making sales calls if she wanted to succeed, but also know what to say if she encountered a ‘no’, or another kind of objection.

In this week’s podcast coaching session, I take Claire through how to approach sales, especially cold calls, and what to say to get around the difficult ‘no’ and ‘no for now’ comments from stockists.

Listen now to discover:

📞 What to do when the idea of sales and selling makes you anxious.

📞 How an evidence-based and storytelling approach to sales makes it easier for foodpreneurs to land more accounts and make more money.

📞 My sales formula for doubling your revenue in the next 12 months.

Links & Resources

• Waitlist for Foodpreneurs Formula®
• Coast n Smoke website
• Coast n Smoke Instagram

If you haven’t listened to episode 42 (17 mins), When Things Aren’t Good at Home and Your Business is at Risk. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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As a Foodpreneur you’re often working IN the business and ON the business at the same time…and trying to run a household….and it’s exhausting; so, when things are tough at home, it can have a negative impact on your business, affecting your physical and mental health.

This episode hit close to home for me as it was a phone call with a distressed Foodpreneur who had decided to close her business temporarily that prompted me to create this episode in the hope that if there are foodpreneurs out there who are struggling with challenges relating to work and home life, I could share the advice I gave to her with them.

In this episode I’ll take you through:

🧡 How to navigate challenges like these and make them less stressful; and

🧡 How to manage existing relationships and feel more confident if you’ve made the tough decision to close your business.

If you’ve ever struggled to juggle the work and home life balance and want to feel less alone and more confident, listen to this week’s episode.

Links & Resources

• Waitlist for Foodpreneurs Formula®
• Pricing for Distribution workshop
• A Positive Foodpreneur Story: Interview with Ally from Locako

If you haven’t listened to episode 41 (52 mins), The 6-3-1 Formula to Grab Consumer Attention & Get Into More Baskets. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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While the financial aspect of branding is considered somewhat 'unsexy', majority of packaged food and drink businesses that fail in the first year, do so because of a lack of financial planning and understanding; making it pivotal to your brand’s success and longevity.

In this episode, I chat with Brand and FMCG expert King Eddie Stableford. With almost half a century's experience in the industry, Eddie has a wealth of knowledge (pun intended!) and explains how planning and understanding the financial side of your business can be key to your success. We also go through an easy-to-understand 6-3-1 formula on how your brand can grab consumer attention, have a 'conversation' with them, and in most cases, lead to a sale.

Listen to this episode to learn:

1. The formula for financial success.
2. How to thrive in retail and play the FMCG game.
3. How to understand retailer margins.
4. AND of course, how to put more $$$ in your pocket for every product that you sell!

LINKS & RESOURCES

• Brand Clock
• Innocent Drinks
• Learn how to set prices by understanding margins and markups
• Waitlist for Foodpreneurs Formula®
• Pricing for Distribution workshop
• Creating a Memorable Brand to Get Your Product Off the Shelf

If you haven’t listened to episode 40 (59 mins), Independents vs. The Majors. Where you’ll make your money. listen here.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

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“Don’t take on a national account [such as] Woolworth’s… just because they came knocking on your door if that doesn’t actually fit in with your strategic plan” said Chris de Bono, co-founder Meru Miso and Umami Pantry brands.

“If you are going into the supermarkets, the reality is from a margin point of view, you are looking at being a higher volume, but lower margin product, that’s just the reality of your price point that you can achieve in Woolworths versus the price point that you can achieve in Harris Farm.”

Chris has a sharp focus on his goals and it’s paying off. His clarity about what he wants to achieve, why, and with whom, means his actions are aligned with his plan, every-step-of-the-way.

Chris and Meagan, his co-founder and wife, are strategic foodpreneurs and that’s why when Chris says, “you don’t need more doors, you need to be able to sell more in the stores that you’re already in” he’s mastering that strategy with a keen eye on the prize of serious growth in the next few years.

In this week’s episode I chat with Chris about mastering:

🌾 velocity in retail;

🌾 repeat purchase in foodservice; and

🌾 scaling with purpose so you actually get to the place that’s good for you and your loved ones.

If you want to know the best place for you to make money with your food and drink product, either selling through ‘The Independents’ or ‘The Majors’, you’ll want to listen to this week’s episode.

Links & Resources

• Meru Miso.
• Umami Pantry.
• Chris’ Instagram.
• Attica restaurant.
• Asana.
• Waitlist for Foodpreneurs Formula®.
• Pricing for Distribution workshop.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more products and put more money in your pocket.

If you haven’t listened to episode 39 (18:17 mins), Protecting your foodservice business as you win retail accounts, listen here.

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Did you start your foodpreneur journey in foodservice before landing on retail shelves?

Do you find it easier to approach foodservice accounts and build relationships with those stockists in comparison to retail buyers?

What happened when you started to win retail stockists? Did your foodservice buyer, the same one that gave you your big break, not like it when they saw that your product was now available in the retail store down the road from their cafe?

This is what happened to one of my Foodpreneurs Formula® members.

In this episode I tell you how to stop foodservice accounts from leaving you when you start to get your product into retail. I help you know what to do to scale in foodservice and keep winning in retail.

You'll learn how to keep all your accounts happy, keep making sales and how to keep putting money in your pocket for every product you sell.

If you have foodservice outlets complaining that they no longer want to buy your product now it’s in retail, especially if it’s in the majors, you'll want to listen to this week's episode, this is more of what you’ll learn:

🍪 Pack and product sizes that are right for each sales channel.

🍪 How to price right so you don’t lose business.

🍪 Which distributors to approach that will help you be a success in both the foodservice and retail channels.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula®
• Pricing for Distribution workshop

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my Pricing for Distribution workshop to learn how to engage a distributor to help you sell more product and put more money in your pocket.

If you haven’t listened to episode 38 (51 mins), Market research: what do shoppers really think of your brand, listen here.

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Have you had that experience when you think a ‘brand’ is made just for you?

It’s your thing. You couldn’t have created it better yourself.

Getting into the minds of your consumers is what you want for your food and drink product, so they pick it up and put it in their basket.

But how do you do that?

In this week's episode I speak to Tessa Stuart, English Market Researcher and 'Shopper Stalker' who helps food and drink products get maximum attention and sales from shoppers in the super-competitive supermarket aisles.

​​Tessa is the secret weapon behind many retail brands that have had successful product launches or critical pivots.

In our chat, Tessa spills the beans on her methodologies so you can more easily connect your brand with your consumers, and get your product noticed by retail buyers, even when you don’t have a huge marketing budget.

What you'll learn from this episode is how to make the most from consumer insights you gain, and get your product landing in more consumer baskets, because your:

• Packaging;
• Brand voice;
• Pricing;
• Formulation; and
• Pitching.

... is all en pointe.

Links & Resources

• Tessa’s Website
• Pip and Nut
• Rude Health
• Tony’s Chocolonely
• Graze Snacking Company
• Waitlist for Foodpreneurs Formula®
• The Foodpreneur Journey™ roadmap

This episode is brought to you by Foodpreneurs Formula®, my business acceleration program for packaged food and drink brand owners ready to scale and my roadmap on how to grow a profitable food and drink business, The Foodpreneur Journey™, to help you discover what lies ahead and the mistakes to avoid.

If you haven’t listened to episode 37 (43.07 mins), Creating a memorable brand to get your product off the shelf, listen here.

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Think about some of the products you purchase when you visit the grocery store. Do you tend to buy the same brands repeatedly?

Well, you’re not alone; most consumers do.

This is usually because of an emotional connection to them, whether it’s their eye-catching packaging, what the brand stands for, or because of their ability to elicit childhood memories. This can be tough for products on shelves without an existing brand personality, or familiarity with consumers – making it harder for these products to get off the shelves and into consumers' hands!

On this week’s podcast episode, I speak to David Thomson, English Creative Director and Branding Expert with 20 years of experience growing brands for a variety of FMCG, including the hugely successful Pukka Tea. We discuss the importance of moving from a ‘product’ to a ‘brand’ mindset for F&B businesses to scale, whether you’re DTC or Retail.

In this episode you’ll learn top tips on how to create a memorable brand:

• That gets your product off shelves and into consumers' hands.
• That has a huge effect on opening doors to buyers (and major retailers!)
• Without a huge marketing budget.
• That makes it easier to branch out with multiple products.
• That helps you go against the grain and stand out from your competitors.

LINKS & RESOURCES

• The Space Creative
• Dorset Cereals
• Locako
• Waitlist for Foodpreneurs Formula®

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

If you haven’t listened to episode 36 (52 mins), how Doughlicious founder, Kathryn Bricken won multiple retail accounts and scaled her dough product in just a few short years, listen here.

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Whole Foods Market, Planet Organic, Ocado UK, Marks and Spencer, Tesco, Costco… these are some of the big names that Kathryn Bricken has won listings in for her incredible cookie dough products.

Pretty impressive, don't you think?

Kathryn chatted to me about how she's scaled her dough product from her London based factory in just a few short years and right now is about to expand her reach further by launching into BENELUX and France, and then in 2023, into her country of origin, the USA.

In this episode, you'll be spoilt for choice for a real insider’s knowledge on what it takes to scale a chilled product, especially as Kathryn has now moved into ready-to-eat product lines which means even more production compliance requirements.

Here's some of what you'll learn:

🍪 Co-manufacturer versus in-house production.

🍪 How to manage the fun but complex NPD process.

🍪 Raising money and sharing your company with investors.

🍪 Winning retailer after retailer and what the secret is.

Don't miss this one!

For further help refining YOUR wholesale offer, join me for ‘Money For Jam’, my FREE masterclass, and learn my 6-pillar pitching framework to help you stand out from the crowd and land more wholesale accounts. The last class is today!

LINKS & RESOURCES

• Doughlicious.
• “Money For Jam” FREE Masterclass to help you stand out from the crowd and land more wholesale accounts.

If you haven’t listened to episode 35 (35.56 mins), Digitising your wholesale strategy, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by “Money For Jam”, my FREE masterclass helping you stand out from the crowd and land more wholesale accounts.

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Want to tell your brand story to more buyers but don't get the opportunity? Thought about digitising your wholesale strategy so you reach more stockists? Since Covid-19, options to digitise your go-to market strategy have become easier to tap into and a less expensive way, than traditional marketing, to scale.

Digital business-to-business platforms, like TradeSquare and Faire Wholesale, are set up for this.

In this episode I chat with digital nomad and Head of Marketplace for TradeSquare, Quentin Williams. TradeSquare brings together local suppliers and retailers online.

Quentin and I give you the steps to digitising your wholesale offer.

Listen to Episode 35 and learn:

1. What type of food and drink product offers do well on digital platforms;
2. Why some products really struggle and what to do about it;
3. What type of retailers are on the platform; and
4. What you need to have prepared to hit the ground running.

For further help refining your wholesale offer, join me for ‘Money For Jam’, my FREE masterclass next week and learn my 6-pillar pitching framework to help you stand out from the crowd and land more wholesale accounts.

See the link in the show notes for more details and to save your place.

LINKS & RESOURCES

• TradeSquare.
• “Money For Jam” FREE Masterclass to help you stand out from the crowd and land more wholesale accounts.

If you haven’t listened to episode 33 (37 mins), Raising money to scale and replace yourself with a COO so you can focus on the creative. listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by “Money For Jam”, my FREE masterclass helping you stand out from the crowd and land more wholesale accounts.

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That’s a wrap quarter 3, thank you for the past twelve weeks, it’s now time for foodpreneurs to bring home their full year revenue in quarter 4. It’s this quarter that 75% of foodpreneurs make most of their revenue that carries them through the full year. If this is you, focus on making your money by doing two things really well; selling to new stockists (yes, it is not too late, October is the time in Q4 to be doing that), and increasing velocity in existing stockists.

In this episode, I spell out how to do both. This is what you’ll learn:

1. What you should be measuring from your Q3 activity; and
2. What your focus needs to be in Q4 to win new stockists and increase velocity in existing accounts.

If anyone tells you this is not the quarter to be selling, they’re wrong. There are so many opportunities, including holidays in this next quarter, that some stockists will still be buying for.

Make sure you have your points of distinction dialled in. If you don’t, I will help you stand out from the crowd and land more wholesale accounts in “Money For Jam”, my FREE Masterclass week commencing 10 October. See the link in the show notes for more details.

LINKS & RESOURCES

• “Money For Jam” FREE Masterclass to help you stand out from the crowd and land more wholesale accounts.

If you haven’t listened to episode 33 (37 mins), Raising money to scale and replace yourself with a COO so you can focus on the creative. listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by “Money For Jam”, my FREE masterclass helping you stand out from the crowd and land more wholesale accounts.

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Starting a business because you love your product, and the product development process, is commonplace amongst foodpreneurs, but how do you scale once you’ve proven other people think your product is as delicious as you do but you know you need help to go to the next level?

That’s precisely what Lucy Bennetto of Bennetto Natural Foods has been planning for the past couple of years. Bennetto Natural Foods premium, organic, fairtrade, climate positive, better for you and good for all dark chocolate was developed by Lucy as a kitchen benchtop hobby that got out of hand.

Today Lucy has a Board of Advisors who are balancing her creativity and sourcing talent with their financial expertise. The Board of Advisors meets multiple times every week and one of their current agenda items is raising capital. Once the capital raise is done, the first task Lucy will undertake is engaging a Chief Operating Officer with experience taking speciality food products next level in existing retail channels and into new markets. Once that’s done, Lucy will have more time to work, once again, on the parts of the business she loves the most, product development and ingredient sourcing.

In this episode you’ll learn about:

1. Capital raising and which avenues to consider and why you should;
2. How a Board of Advisors helps balance the skill sets within a food business; and
3. The one thing Lucy wish she knew earlier on in her food journey that would have helped her scale sooner.

LINKS & RESOURCES

• Bennetto Natural Foods Website
• Bennetto Natural Foods Instagram
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 32 (18.48 mins), Walking the trade show floor with a wholesale buyer to close a sale., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Why would a wholesale buyer buy if they don't see the value your product brings to their business?

If you're not a confident sales person, hope won't work.

Instead use trade shows to help you build rapport with your buyers and close more opportunities.

Trade shows are not just for developing new opportunities. Buyers and producers alike know they'll be sold to at a show, so it's your opportunity to take advantage of that and close more deals.

The key? You need to be prescriptive.

In this episode I give you my four-part trade show sales strategy to follow. Like most of my methods, it’s about the systems you create, because systems help you scale.

This is what you’ll learn:

1. How to set up a meeting with your wholesale buyer at a show;
2. What to do once you're at a show to make it worth your time; and
3. How to decide which buyers you should prioritise.

LINKS & RESOURCES

• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 31 (43.10 mins), Carving out your competitive advantage using food tech. Easier than you think., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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I spoke to Food Futurist, Tony Hunter, about how foodpreneurs should use technology to carve out a competitive advantage.

Foodpreneurs often develop products that don't fly. I asked Tony about his New Product Development (NPD) process, including a product matrix, to help ascertain a product's viability.

In our chat you'll hear how to keep up with industry trends, such as product personalisation, where the big food companies have already moved to.

Maintaining a competitive advantage is impossible without knowing what's trending.

Listen to this episode and discover ways in which you can generate a competitive advantage so you play a bigger game.

LINKS & RESOURCES

• Tony Hunter Food Futurist website
• Tony Hunter LinkedIn
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 30 (57.12 mins), Selling more products by tapping into Instagram GOLD., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Have you mastered Instagram for your food and drink business?

Or have you got lots of pretty pictures that aren't converting to sales and cash?

According to Yolanda Nagy, a social media and farmers market consultant, there's no need to be overwhelmed but you do need to put yourself in your consumers' shoes in order to make Instagram work for your business. 👟👡👠

When you put yourself in your consumers' shoes, you will land more accounts and get more of your products into more consumer baskets.

I chat to Yolanda in my latest podcast episode and this is what you'll learn:

1. How to use Instagram for business and put more money in your pocket for every product you sell;

2. How to engage your consumers so they advocate for your brand; and

3. How to actually figure out what your consumers really want so you can give it to them!

LINKS & RESOURCES

• Eatin_and_sippin_locally Instagram
• Eatin’ and Sippin’ Locally Facebook
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 29 (20.34 mins), Getting ranged and how to be good different., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Ever had a retail buyer, distributor or wholesaler say to you "We have lines we already stock like yours that we want to sell through before considering bringing on a new supplier."?

Argghhh…. How do you come back from that? You’ve had the courage to call and then it’s a thanks but no.

So how do you get ranged and be good different?

How do you get the buyer to say yes?

Food and drink is a competitive market, but imagine buyers contacting you rather than you them? It happens, so how can you make that happen for your brand?

In this episode I give you my six-pillar framework to help you develop new products and write a compelling sales pitch.

You’ll learn:

1. How to land more accounts;
2. How to get more product into more consumers’ hands; and
3. How to put more money in your pocket for every food and drink product your sell.

LINKS & RESOURCES

• Global specialty foods market research
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 28 (43.35 mins), Moving from DTC to wholesale. The scale story of a keto cereal brand., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Veronica Blue sells creamy keto hot cereal on Amazon. In her third month, her revenue was $10,000. She was off to a great start. Now, three years after launching DTC, she wants to sell through wholesale channels and has set her sight on Wholefoods (can’t blame her, their stores are fab). But, what Veronica wanted to know was, HOW? How was she going to make that transition to finding retail buyers to pitch to instead of consumers who find her on Amazon?

What steps did she need to take in order to successfully go from selling DTC to wholesale? How could she make the most of the 5.53% growth rate opportunity in her category? What did she need to prepare in order to pitch to a retail buyer? How could she present her offer differently and get cut-through?

Wholesale is a different kettle of fish to DTC, so where do you start?

Listen to my coaching session with Veronica and the advice I give her on how to develop a wholesale solution. And heads up, my advice ultimately did not focus on Wholefoods. Listen to the episode about how I worked with Veronica to identify a bigger opportunity and why it could just be a much better opportunity (profitable) for her brand.

This is what you'll learn:

1. How to present value to a retailer so they take notice of your pitch;
2. Why your offer needs to provide incremental revenue to a retailer and how to do that; and
3. Why you miss out on lucrative opportunities if you just focus on the same retailers everyone else does. Learn how to play a much bigger game and think outside the typical retail opportunities everyone else thinks about.

LINKS & RESOURCES

• Phenomenal Foods Co. Amazon page
• Phenomenal Foods Co. Instagram
• IamVeronicaBlue Instagram
• Midday Squares Instagram
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 27 (47.30 mins), Getting sales through a major retailer when you’ve got a lot of competition., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Gym Bod’s target market for their high protein, low sugar, ice cream is anyone in activewear who has a sweet tooth!

I spoke to Cian Dawson, one half of Gym Bod, who co-founded the brand with partner, Courtney Brown, about selling through a major supermarket chain and gaining market share in a competitive category.

Gym Bod has been developed for the mass market, but it wasn’t initially conceived that way. When playing in the highly competitive frozen dessert category, and striving to be profitable, some days (okay… many) can be painstakingly difficult.

Listen to my chat with Cian and hear her spill the beans of what it’s really like behind the scenes keeping one’s head above water playing the long game.

You’ll learn:

1. Price penetration strategy, what it is and what you need to know so you take market share;
2. How to analyse the market so you learn who is really buying your product and market hard specifically to them;
3. What to do when a retail partner wants you to develop a product and how to deliver it on time;
4. How to work with a co-manufacturer and manage their MOQs; and
5. How Cian and Courtney align the ‘stars’ of production, ingredient delivery and sales demand, even when holding down ‘day jobs’.

LINKS & RESOURCES

• Gymbod website
• Gym Bod Instagram
• Muscle Nation
• Denada
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 26 (46.33 mins), Straight talk from a speciality retail buyer. What to say in your pitch., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Do you want to get your food and drink product on more grocery shelves?

What about getting your product off the shelf and into more consumer baskets?

If you said yes to either of those questions, this episode is for you!

Today’s guest is Christina Basile, owner operator of Panetta Mercato, a collection of five family run grocery stores sourcing high quality food and drink products for their customers.

Christina and I talked about what foodpreneurs need to do to get their food and drink products on more grocery shelves and get their products into more consumer baskets.

Listen to my conversation with Christina and find out more about:

• The day in the life of a buyer so you know how and when to approach them;
• How to get a buyer’s attention so you get your product listed;
• How to work with your distributor to get stocked with a speciality retailer;
• How to land your first order with a speciality retailer; and
• How to support your product so it gets off the shelf (this is THE most important aspect that all foodpreneurs should plan for).

In this episode you’ll also discover a number of foodpreneurs Christina works with and how they successfully landed on the shelves of one of her five stores. Use these examples as inspiration on how you can get listed and expand the reach of your product too.

Listen to this episode to learn more!

LINKS & RESOURCES

• Panetta Mercato
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 25 (15.18 mins), Challenger brand trends from the UK market, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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I’m in the UK and last week chaired a number of sessions at the Bread and Jam Festival with extraordinary challenger brand owners scaling their products. I am also spending a lot of time in market developing insights to share with you and a media outlet I'm writing for.

In this episode I outline the biggest FMCG trends in the UK right now to inspire you, your NPD pipeline and to get you to go in market to do your own research.

Because? Not enough foodpreneurs do and as a consequence, I see far too many ‘same-same’ products with little point of difference.

No point of difference will result in not getting ranged and failing fast.

Take a listen to this episode and learn:

1. What’s taking up freezer space and getting founders to >£5M+ turnover;
2. What beverage brands are shaking it up and creating real innovation; and
3. Who is making a difference in the ‘Free From’ aisle and why you need to know about them.

LINKS & RESOURCES

• Doughlicious Instagram
• Little Moon Instagram
• Homedough.UK Instagram
• Sheep In Wolf’s Clothing Instagram
• Cuzena Instagram
• One Planet Pizza Instagram
• FIF Instagram post on One Planet Pizza
• Mergulo Butter Instagram
• Waitlist for Foodpreneurs Formula®
• Pricing for Distribution workshop (limited time only)

If you haven’t listened to episode 24 (47 mins),Landing One New Retailer Every Other Day. How This Foodpreneur Does It., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Are you scared of picking up the phone to make sales calls? Do you struggle to get sales momentum? How about the follow up calls… so you have a consistent routine?

According to Julie Morris, there’s nothing to be scared of when making calls, just find common ground.

Julie is a natural rapport builder and in my chat with her, she talks to me about how she does it to build her seasoning and flavoured salt business, Pincha Salt.

Julie lives in a remote location and is not a natural business person, but neither of those things have stopped her from closing one retail store every other day for the past few months.

The reason for her success? Take a listen to the episode and you’ll learn:

1. What to prepare so you’re sales call ready;
2. What to say on the call; and
3. Why accountability matters.

LINKS & RESOURCES

• Pincha Salt website
• Waitlist for Foodpreneurs Formula®
• Pricing for Distribution workshop (limited time only)

If you haven’t listened to episode 23 (26.48 mins), Building a FMCG brands get to $100M & stay committed to your social conscience, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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It’s tough to create a food product and ensure it’s profitable. It is. That’s not a scare tactic, it’s truth. And I absolutely make it easier for you. That's my 'why'.

I talk to Anthony Harb, a former FMCG buyer and supplier who built a packaged goods business to $100M… and then supply chain issues, due to Covid, brought his business unstuck.

Anthony and I talked about what foodpreneurs need to do to seriously scale to 6, 7 and 8 figures and stay consistent, for the long term.

You’ll learn how to actually compete with the large food corporations so you sell more product, get on more shelves and solve real world problems leaving a legacy for you, your family and your community.

I know your product is nothing like big food corporations products, but you still need to think like them and then some.

Do you know what I'm saying?

Even if you only ever want to be in independent stockists, that's completely okay so long as you have a great sales strategy, but how will you compete with the big food corporations? They don’t have the innovative ideas, but they do have the resources.

You absolutely can make the most of the demands of consumers today.

​​But how?

Listen to this episode and learn how to play a bigger game.

LINKS & RESOURCES

• Anthony Harb LinkedIn
• Blue Dinosaur protein bar
• Cocobella coconut water
• All Good Nutrition rice pudding with protein
• Cocofiji coconut oil
• Episode 15 Scaled To $500k In 24 Months And Ranged In More Than 650 Accounts. Here’s How.
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 22 (18.40 mins) Four reasons why you might be struggling to make money right now, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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In the past 27 months, many consumers have discovered new small-batch food and drink products. Which is great. And many foodpreneurs have found new consumers. Also great. But, despite these new push and pull opportunities, many foodpreneurs have found it hard to make money and tough to stay in business right now.

This episode, the first in Season 3, has been dedicated to providing you with insight into four of the biggest challenges that have impacted many FMCG businesses in that time, those that have had the greatest negative impact on your bottom line:

1. Fluctuating ingredient costs;
2. Engaging buyers to discuss your wholesale strategy;
3. Restrictions to sampling; and
4. Relying on distributors to create demand.

My hope for you with this episode is that you learn how to prepare for and overcome these challenges that might be holding you back from landing more accounts; getting product into more consumers’ hands, and putting more money in your pocket for every food and drink product you sell.

LINKS & RESOURCES

• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 21 (14 mins), Leveraging your Q2 results for higher sales in Q3., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Did you land more sales in quarter 2? How prepared are you to put more money in your pocket in quarter 3, despite the increasing costs and supply chain interruptions?

As we bounce out of quarter two and into three, we’re also at the mid-way point of the calendar year. For us Aussie businesses, that means the end of the financial year. These past 12 weeks of quarter 2, your job was to sell HARD. To ensure you bridged any revenue gap you had to make your full year revenue and sales volume targets.

In this episode, learn what you need to review from quarter 2 to land more accounts in quarter 3.

LINKS & RESOURCES

• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 20 (40 mins), Scaling a speciality product from farmers markets to grocery, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Lucy is a farmer of chickens and has developed value added products such as bone broth. Selling currently at farmers markets, Lucy wants to see her bone broth product on the shelves of grocery stores within 12 months.

Listen to my coaching session with Lucy and the advice I give her on how to scale a speciality product. There’s three things I suggest Lucy focuses on in order to successfully scale and ensure she can meet the MOQ expectations of a co-manufacturer.

This is what you'll learn:

1. Why starting with a market assessment is the only way to prepare to take the next step in your growth journey;
2. The usefulness of a competitor analysis when considering your sales channel strategy; and
3. The five points of building a brand.

This episode is perfect for any foodpreneur who wants to move from selling DTC to wholesale.

LINKS & RESOURCES

• Lowan Park website
• Lowan Park Instagram
• Adelaide Hills Farmers Market
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 19 (33 mins), Selling more products in a post-pandemic world, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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It’s hard making profitable packaged products. There’s a lot to consider and many actions to take. Most (80%) of food and drink businesses fail within five years - how do you avoid going out of business backwards?

How do you scale a business with food and drink packaged products that put more money in your pocket?

In this episode you’ll hear communications expert, Luisa Ford (aka my little sister), interview me on what it takes for foodpreneurs to be profitable.

You’ll learn:

1. What should you charge for your products;
2. What is the most important number to know;
3. What does accounting for intermediaries mean;
4. What pricing backwards means; and
5. What margin management is for consumer packaged goods.

LINKS & RESOURCES

• Distribution Pricing Workshop with Cartel & Co and Females in Food®

If you haven’t listened to episode 18 (1:14:04 mins), Distributors: making sales with margin. listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my Pricing for Distribution Workshop with Hayssam Bejjani, “The Chief” of Cartel & Co.

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If you use distributors to sell to a retailer, have you got enough margin to pay for them? Everyone needs to be paid. Often foodpreneurs figure the ‘pricing backwards’ calculation out too late.

I talk with Hayssam Bejjani, The Chief at Cartel & Co, a boutique food & beverage brand partnership and distribution company about what he and I consider distribution best practise for packaged food and drink brand owners when engaging and working with a distribution partner.

In this episode you’ll learn:

1. Sales via a distributor versus going direct;
2. Landing more wholesale accounts - a strategic approach;
3. Models of working with a distributor including my favourite, the hybrid model;
4. Determining whether your product will fit with a distributor’s portfolio; and
5. Managing margins so everyone gets what they want.

LINKS & RESOURCES

• Distribution Pricing Workshop with Cartel & Co and Females in Food®
• Cartel & Co website
• Cartel & Co Instagram
• Cartel & Co Facebook
• Strangelove
• Simple drinks
• Episode 10 On The Grocery Shelf And Failed. Twice. What To Do.
• Episode 15 Scaled To $500k In 24 Months And Ranged In More Than 650 Accounts. Here’s How.
• Learn how to set prices by understanding margins & markups

If you haven’t listened to episode 17 (23 mins), Subscriptions: money while you sleep, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my Pricing for Distribution Workshop with Hayssam Bejjani, “The Chief” of Cartel & Co.

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Making more revenue, especially predictable recurring revenue, while you sleep, would be amazing, right?

Imagine not having to set up your market stall or pitching to a wholesale buyer, week in week out? You’d save a lot of time.

Or could you imagine the dollars cha-cha-chinging over and over again and you’ve changed nothing with your online store. Well this is all possible with a slick DTC digital strategy.

In this episode I’m giving you the three elements of setting up a super effective subscription service.

This is what you’ll learn:

1. Developing your subscription offer;
2. Driving traffic to your shop; and
3. What tech you need.

LINKS & RESOURCES

• Link to Trade St Jam video interview with Ashley Rouse
• Episode 11, Pickability. Promotions that get your product in more baskets.
• Pricing for Distribution Workshop with Cartel & Co and Females in Food®. Click to save your place.

If you haven’t listened to episode 16 (38 mins), End to end product development expertise with a food scientist listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my Pricing for Distribution Workshop with Hayssam Bejjani, “The Chief” of Cartel & Co.

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Natalie Alibrandi, a food scientist who gets products ready for market, outlines what you need to hone to take your food and drink product idea to full commercialisation, including executing a formula that’s ready for a retail launch and a formulation that will continue to serve your needs as your demand grows and your business scales up.

In this episode you’ll learn:

1. Getting the right technical formulation for your product;
2. Ensuring your product’s packaging is compliant;
3. Scoping suppliers, including co-packers, that are right for your needs;
4. Shelf life requirements, including analytical and organoleptic testing;
5. What to include in a consumer complaint system so you’re retail ready; and
6. Supply chain management expertise so as you scale you build a solid end-to-end value chain.

Natalie’s insights and experience as a food scientist and consultant will help you cut the right corners and avoid the typical formulation and packaging mistakes.

LINKS & RESOURCES

• Nali Consulting website
• Nali Consulting Instagram
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 15 (56 mins), Scaled to $500k in 24 months and ranged in more than 650 accounts. Here’s How., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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You’ve got to love your product and be the biggest advocate for your brand because it can take a while to make money with any food and drink packaged good. In my conversation with Ben Whyatt, founder Doggylicious, he told me he wished he would've gone in knowing an RRP that he should have had because initially he made 0% margin. When the retailer wants 40%, your distributor wants 30%, how much money is left to put in your pocket for every food and drink product you sell? Listen to Ben talk about his growth to a $500,000 business in just 24 months and being ranged in more than 650 stores and online.

In this episode you’ll learn:

1. The importance of product innovation and how to glean insights from your network;
2. How to lead your category by noticing and leveraging long-term trends;
3. What is meant by ‘pricing backwards’;
4. How to work with co-manufacturers; and
5. How to win new wholesale accounts and get your product into more consumers’ hands.

Ben’s insights and experience were incredible and very helpful for any foodpreneur ready to scale but is not quite sure of the next right step they should take.

And if you want help perfecting your pitch for distributors and retailers, join me today for my FREE, "Money For Jam" live masterclass to help land more wholesale accounts; get your product into more consumers’ hands; and put more money in your pocket for every food and drink product you sell.

Save your place for the "Money For Jam" FREE masterclass.

LINKS & RESOURCES

• Doggylicious website
• Doggylicious Instagram
• Atomic Habits, by James Clear
• Save your place for Money For Jam FREE Masterclass

If you haven’t listened to episode 14 (1:10:41 mins), Distributors, what you need to know before you approach one, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free live masterclass, Money for Jam, that I’m hosting today to help you craft your sales pitch so you know precisely what to say to a wholesale buyer so you land more accounts and put more money in your pocket for every food and drink product you sell.

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I talk with Tara Mei in this episode about distributors and what you need to know before you approach one. Tara is the co-founder of the UK’s largest community of food and drink founders, Bread & Jam; and the founder of Mahalo Supplies, a distributor of emerging brands to the specialty independent sector across the UK.

In this episode you’ll learn:

1. How to successfully get shared sales data with a distributor - who are often cagey about these things;
2. What it means to build a triangular partnership with a distributor and a retailer;
3. What signing exclusivity deals means for your brand; and
4. How to price for retail when using a distributor and accounting for their margins.

This episode is a game changer, if you’re tired of doing everything yourself, including all the logistics, do not miss listening to this episode!

And if you want help perfecting your pitch for distributors and retailers, join me next week for my FREE, "Money For Jam" live masterclass to help land more wholesale accounts; get your product into more consumers’ hands; and put more money in your pocket for every food and drink product you sell.

Save your place for the "Money For Jam" FREE masterclass.

LINKS & RESOURCES

• Mahalo Supplies
• Bread & Jam Festival
• Streak CRM
• Perfect Ted
• Singular Variety Co
• Macamilk
• Save your place for “Money For Jam” FREE Masterclass

If you haven’t listened to episode 13 (40 mins), you need sales but you're a one-woman band, where I coach a Foodpreneurs Formula® member, Shannon, on how to make more sales when it’s hard to do so because she’s doing absolutely everything in her distillery business,listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free live masterclass, Money for Jam, that I’ll be hosting the week commencing 16 May to help you craft your sales pitch so you know precisely what to say to a wholesale buyer so you land more accounts and put more money in your pocket for every food and drink product you sell.

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When talking about sales success, Shannon said, “my major fear is not that he will say no, but that he will say yes and I’ll over-commit”.

You’re exhausted, it was a sprint to get your product made, and business opened, and what you need is to stop and take a deep breath but unfortunately that won’t pay the bills.

Listen to my coaching session with Shannon who was 'burning out' and needed a sales process to follow and begin to prepare her business for scale.

I gave Shannon a sales process. It’s now yours too.

And if you want help perfecting your pitch, join me for my FREE, "Money For Jam" live masterclass to help you land more wholesale accounts.

I ran “Money For Jam” in January for the first time, sharing my proprietary pitching framework, and foodpreneurs love love loved it! So it’s on again FREE and live, but places are limited because it's live.

You'll learn:

1. What to include in an irresistible sales pitch, even if you’re pitching to a wholesale buyer that you've never spoken to before;
2. How to get your messages returned from a busy buyer and what to say that cuts through the noise of the competitive marketplace; and
3. How to communicate the value that a wholesale buyer cares about so you get stocked more widely, even if your product is expensive.

Getting your product on more shelves, into more consumers' hands and putting more money in your pocket for every food and drink product you sell is not easy, especially when you don’t have a sales pitch framework to follow.

Success is easier once you know the precise framework to follow that will engage a wholesale buyer to purchase from you.

Save your place for the "Money For Jam" FREE masterclass.

LINKS & RESOURCES

• Alligator Labs website
• Alligator Labs Instagram
• Influence book, by Cialdini
• Contagious book, by Berger
• Save your place for Money For Jam FREE Masterclass

If you haven’t listened to episode 12 (20 mins), Co-manufacturers, how to know you’re ready and what to ask, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free live masterclass, Money for Jam, that I’ll be hosting the week commencing 16 May to help you craft your sales pitch so you know precisely what to say to a wholesale buyer so you land more accounts and put more money in your pocket for every food and drink product you sell.

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You’re a victim of your own success. Who can help when you don’t have the manufacturing capacity to produce more product?

Deciding to outsource your production is an option, but it can be a scary commitment. Can they be trusted with your recipe? How will you meet the MOQ’s? What monies do you need to fork out?

Tune into this episode to learn:

1. What to ask a co-manufacturer to make sure you’re the right fit for one another; and
2. What and how to prepare if you decide to work together.

This episode gives you the questions you've been dying to ask but never knew who had all the answers in the one place and with the experience. This will become your go-to episode as you scale.

LINKS & RESOURCES

• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 11 (19 mins), Pickability. Promotions that get your product in more baskets., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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So you’re on the shelf. Terrific. Now get your product into more consumers’ hands.

I see the struggle, of foodpreneurs not getting their product into more baskets, often. Normally it’s because it is THE most overlooked marketing strategy, that when not done, causes THE most pain!

Not creating ‘pull-through’ is the fastest way to burn through a lot of cash and get delisted.

Most foodpreneurs are too busy trying to get on a shelf and then realise they don’t have the velocity to stay there. Plan your channel strategy in advance. Do not look at your sales win in a two-dimensional way. If you do it the right way, considering sales, marketing and money from the outset, you’ll ultimately save yourself a lot of time, money and heartbreak.

In this episode I’ll teach you three promotional strategies to help you drive consumer purchase, and how others have implemented them so you can learn from their experiences.

LINKS & RESOURCES

• Influence book, by Cialdini
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 10 (44 mins), On the grocery shelf and failed. Twice. What to do., listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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You're going to love it when you get to be a fly on the wall on how NOT to scale your food and drink product business as you listen to this episode.

I'm sharing with you my conversation with a foodpreneur who got their products on the shelves of a major grocery chain, twice, and they failed, twice!!!

​​So, guess why I think that's good for you? Because you can avoid all the things that foodpreneur did and save yourself lots of time and money!

In this episode you'll learn:

1. What commercial targets you need to hit for the majors to keep your product on their shelves;
2. The reason why products fail even once they have landed on the shelf and gone through the buyer selection process; and
3. Why the major grocery chains are not suitable for many speciality food and drink brands; and
4. Why it’s a massive misconception brand owners make to think they should get on the shelves of the majors.

I’m very grateful to James Madden from Flinders + Co for being so frank. It’s refreshing and you’ll learn a lot.

Links & Resources

• LinkedIn
• Instagram
• Website
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 9 (24 mins), Accelerators, incubators & investors. What you need to know, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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There’s a lot of talk from Big Food, major grocers and venture capitalists about foodpreneurs.

Nothing like Big Food and major grocers to jump on the bandwagon way after the movement began for thinking consumers and brand owners. #sorrynotsorry

They all want in. From my experience, a retail buyer knows shelf space, a product manufacturer knows production (and old school branding) and VCs know how to spend money to make money.

So who has the whole package that is right for your product?

In this episode you'll learn:

1. What the best options are for you to scale your food and drink business;
2. How to expand your sales skills so your product lands on more shelves; and
3. How to get the capital required to scale your manufacturing.

I give you key insights and behind the scenes of food and drink accelerators, incubators, and investors.

Not all accelerators, incubators and investors are alike, and some are not who you think they are.

For this episode I interviewed three women who have significant first hand experience with each and I’ll share their results so you know what it’s really like behind the scenes.

Links & Resources

• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 8 (17 mins), Reviewing Q1 so you're putting more money in your pocket in Q2, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Landing more accounts; getting your product into more consumers’ hands’, and putting more money in your pocket is a series of sprints. Don’t expect to make more sales without a plan, executing your sales plan proficiently and then reviewing it against consistent criteria.

The way you’ll achieve success is by being strategic in quarterly sprints. Measure those sprints so your full year run meets your expectations. Do not use hope as your strategy (I see you!).

In this episode I give you my formula for measuring your quarter 1 sprint.

Listen and learn:

1. What revenue activity you should have expected in quarter 1 (so you can be prepared for next year);
2. How to drive sales in quarter 2; and
3. What results you can expect when you drive consumer demand according to the seasons and key occasions.

Learn from two Foodpreneurs Formula® member case studies and their results that I share with you. One is a kombucha brewer and the other is a spice and rub producer.

Links & Resources

• Episode 5 Surviving Pitch Rejection. What To Do To Get A Yes.
• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 7 (45 mins), How to scale an ambient snack business & quit your day job, where I coach an early stage foodpreneur, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Your revenue is $2k per month and you need it to be $15k so you can quit your part-time job. Or perhaps your revenue is $5k per month and you want it to be $40k so you can heavily invest in next-level marketing activities. Either way I’ve got you.

In this episode I coach Ruth Aneke, founder of West African snack brand, Mamaland. You’ll listen in to how I help Ruth sell more products and put more money in her pocket so she can quit her full-time job, confidently afford the expenses of raising three children on her own and build her dream business that will provide homes for people who’ve been orphaned.

I gave Ruth frameworks to drive demand so her sales grow beyond a small local market and a guerilla promotion plan to rapidly increase her revenue to $15k / month and build stronger relationships with her wholesaler and retailers.

Listen in and learn:

1. What research and market assessment you need to do to lay solid foundations for your marketing (hardly anyone does this and it's a mistake they make);
2. How to glean insights to help you build a brand that stands out; and
3. The framework for rapid scale that drives foot traffic to your retailers and builds demand for your product.

Links & Resources

• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 6 (42 mins) on Brand is where the money is. How to build one that stands out & sells more, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Have you created just another product, or have you created a ‘go-to’ brand that people cannot get enough of?

In this episode I talk to Ainsley Moir, a marketing and branding expert, author and podcast host who turns great tasting food products into unforgettable food brands.

We answer some of the most compelling questions that you, a brand owner, should be asking.

In my conversation with Ainsley, you’ll find out what your brand attributes are and how to use them when pitching to a retail buyer so they pay you attention and range your product.

It's what you want, right?

If you're not selling through retail, Ainsley also gives you insight into how to make your brand stand out when selling direct to consumer. Especially when there’s so much competition. You need your brand to get beyond the noisy marketplace and make an impact.

I also ask Ainsley to talk about some of the breakthrough brands she sees as a cut above the rest and why they're worth looking at. They're very clever!

Links & Resources

• Instagram: @ainsleymoir
• Book: Branding Beyond Logos: Stand Out, Sell More and Turn Customers Into Advocates With These 17 Brand Building Elements

If you haven’t listened to episode 5 (15 mins) on Surviving pitch rejection. What to do to get a YES, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale, and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Pitch more often. Statistically speaking, if you’re pitching more you’ll land more accounts. And yes, you’ll also get more ‘no’s’, but does that really matter?

You’ve got to be in it to win it, as they say.

In this episode I talk about a foodpreneur who had doors closed in her face consistently yet today, five years later has a revenue of $4 million dollars. You can do that too. I also teach you my sales activity planner framework.

Links & Resources

• Masterclass and Scaling Workbook
• Sales Planning Freebie: Preparing To Pitch Checklist

If you haven’t listened to episode 4 (12 mins) on how to not negotiate on price when you are pitching, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale, and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

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Do you find yourself being cornered into a lose - win price negotiation with buyers where you’re on the losing side?

Do you know how to build rapport with a buyer that’s meaningful and grabs their attention quickly?

Most foodpreneurs agonise over pitching and want the magic words to say that triggers a sale, every time.

In this episode, I’ll tell you why you’re being cornered on price, and what to say instead, so you create a partnership rather than set up the parent-child dynamic that’s often created by buyers that brand owners fall into.

I am drawing particular attention to this right now as we approach International Women’s Day because women, more than men, backed by research, tend to give away product and negotiate down on price when pushed because of a fear of being disliked.

Listen for the four questions and answers to help you write a compelling pitch.

Links & Resources

• Waitlist for Foodpreneurs Formula®

If you haven’t listened to episode 3 (27 mins) on understanding the role of a sales agent in helping you sell more products, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is sponsored by Inside FMCG. Visit insidefmcg.com.au

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Sales and selling are often after thoughts for packaged food and drink brand owners. When there’s not enough velocity, or product sales, the issue of not selling or making enough sales becomes obvious very quickly. I know you feel this.

So how do you land more accounts and put more money in your pocket when you’re making, baking and creating?

In this episode I talk to Jo Sebok a Sales Agent for speciality and artisanal food and drink brand owners. For you to get the most from this episode fast, I divided my questions to Jo into two-halves:

1. What you need to have in place to engage, and get the best value from, a sales agent.
2. What a sales agent will deliver for you and your business.

Also in this episode, Jo and I talk about the difference between what a sales agent will deliver for you compared to a distributor; a sales broker; or engaging your own sales person.

Links & Resources

• LinkedIn: Joanne Sebok - Sales Agent - FMCG Consultant
• Instagram : Jo Sebok Sales Agent
• Jo Sebok’s Client Discovery Form

If you haven’t listened to episode 2 (52 mins) on how to make your money back when you’re exhibiting at a trade show, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is sponsored by Inside FMCG. Visit insidefmcg.com.au

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Packaged food and drink brand owners are often afraid to spend the money to exhibit at a trade show in case they don’t make their money back.

Trade shows are a big investment in time and money, so that’s understandable.

In this episode I talk to Liz Shaw, Exhibition Manager of Specialised Events to help you understand what you must do to make your money back.

In my conversation with Liz, we get to the granular level of setting objectives and how to win turn in orders whilst you’re at the show. 

These are some of the key questions we answer:

1. How can trade shows help to grow a foodpreneurs business.
2. Where tradeshows should sit in a foodpreneurs marketing mix.
3. The big mistake most first time exhibitors make that can be easily avoided.

Links & Resources

• Register for Foodservice Australia.
• Setting objectives for a trade show so you make your money back.

This episode of Foodpreneur with Chelsea Ford is brought to you by my ‘Money For Jam’ masterclass I’ll be hosting live at Foodservice Australia on February 28th to help packaged food and drink producers pitch to buyers and win the account, even if your product is the most expensive.

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Making money in food and drink is hard -  almost impossible when you procrastinate and focus on all the wrong things. 

I bet if you’re here you may already know that there’s a lot to consider and many actions to take. 

73% of packaged food and drink brand owners don't pay themselves a wage because there is no profit to set aside for all their time and effort.  

Listen to my insights into what the five typical mistakes foodpreneurs make are, and get answers to these questions:

1. How do you go about creating a business from a food and drink product that puts more money in your pocket?
2. What should you charge?
3. Should you build velocity or value?
4. Is creating a brand important? And if so what does that actually mean?
5. What if you don’t know your numbers, what number should you start to familiarise yourself with so you are confident that you’re doing the right things?
6. And what about approaching buyers in either the retail or foodservice channel?

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I invite you to hang out with me every week on the Foodpreneur with Chelsea Ford podcast and I, along with other experienced industry experts, will help you with selling your packaged food and drink product; negotiating with buyers; getting stocked; generating consistent demand for your products; and getting your products into more consumer hands, with or without a distributor! And the clincher… I’ll make sure you are putting more money in your pocket for every product you make.