Your special spicy pickles. Your crunchy coconut granola. The cookie recipe so good that no one believes it's gluten-free....With the ever-increasing demand for natural foods, the time may be right to turn your culinary hobby into a moneymaker. But the path to retail success is strewn with obstacles-unless you have the guidance of someone who's been there and done it. Who is your target market? What sets your product apart? What's your perfect price point? Recipe for Success gives you the benefit of an expert's in-depth experience, taking you from initial conception to cashing out-and covering everything in between. Filled with real life examples, the book helps you: Package and launch your product * Work effectively with distributors * Win the fiercely competitive battle for store placement * Prepare for trade shows * Deal with slotting fees, "free fills," promotions, discounts, and demos * Negotiate broker partnerships * And more Make no mistake: the natural foods industry is not user-friendly, but with this indispensable guide you can avoid the common-and highly expensive-traps many start-ups fall into . . . and make your dream business a delicious reality.
ABIGAIL STEINBERG began her career at Zevia, helping it become the fastest-growing natural product in the country. She has worked as a successful consultant and senior manager in the natural food industry for almost a decade.
CONTENTS Foreword ix Acknowledgments xi CHAPTER 1: Your First Step 1 CHAPTER 2: Bringing Your Food to Market 7 CHAPTER 3: Locked & Loaded: From Concept to Retail Ready 17 CHAPTER 4: Distributors: A Necessary Partnership 35 CHAPTER 5: Shelf Space: How to Own Your Retail Shelf Space 67 CHAPTER 6: Brokers: What You Need to Know 95 CHAPTER 7: Trade Shows & Table Tops 115 CHAPTER 8: Free-Fills, Demos, Ads, & Discounts 125 CHAPTER 9: The Game Plan: Stay Small, Get Bigger, or Sell? 135 CHAPTER 10: The Summit: Crossing Over to the Mainstream Marketplace 151 Conclusion 161 Glossary 163 Index 171 About the Author 178