Foodpreneur with Chelsea Ford
Imagine a consumer packaged goods (CPG) industry where both small and large players coexist on a level playing field, consumers have choice, there’s integrity in what they’re buying and they experience innovative, sustainable products.
In this weekly podcast, hosted by founder, award-winning coach, consultant & small business advocate, Chelsea Ford, you'll hear interviews with incredible founders and hard-to-reach industry specialists as well as practical and actionable content that directly supports your CPG business to grow, become more profitable and thrive.
Learn more at www.chelseaford.com .
Foodpreneur with Chelsea Ford
#142 How to Market Your Way Onto (and Stay On) the Shelf
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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 Bippi 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 17 with NFTC
Season 17, 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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