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
#149 How to Avoid Being Delisted (Explained by an Actual Retailer)
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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:
đź›’ 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
đźš« 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 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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