Summary:
You finally did it—your product’s on the shelf. But as Alli Ball says, “that’s when the real work begins.”

In this episode, host Adam Feller talks with Alli Ball, founder and CEO of Food Biz Wiz®, about what happens afterthat big retail win. Drawing from her experience as a grocery buyer and CPG coach, Alli shares what founders need to focus on once they’re in stores — from building strong relationships with buyers to tracking store performance and driving real velocity.

You’ll learn how to avoid the “set it and forget it” trap, what to do if you lose distribution, and how to make those crucial first 30 days in-store count.

In This Episode:

• Why “getting in” isn’t the finish line — it’s the starting point.

• How to track and respond when stores underperform or drop your product.

• Strategies for getting back into lost stores (and how a new SKU can help).

• The critical role of demos and launch campaigns in your first 30 days.

• How to balance “velocity vs. doors” and find your ideal rate of movement.

• What to do if you’re being pushed to grow faster than you’re ready for.

• How to show up as the confident, strategic business owner your brand needs.

About Our Guest:
Alli Ball is the founder & CEO of Food Biz Wiz® and the creator of Retail Ready®, an online program that’s helped over 3,000 packaged food and beverage brands thrive on retail shelves. As a former grocery buyer turned wholesale consultant, Alli helps brands understand how to get on the shelf — and what it takes to stay there.

🎧 Listen to Alli’s own award-winning podcast, Food Biz Wiz®, or learn more about her programs at AlliBall.com.

Host: Adam Feller
Presented by: Shelf Talkers Podcast – conversations with the people shaping the future of food & beverage.