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
#152 Getting a Buyer to Say Yes (According to an Actual Buyer!)
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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 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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