Send us Fan Mail

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 16

Season 16, out now, is 'Planning Season' and is being presented by Foodpreneurs Festival - a must-attend event dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists, distributors and investors together under one roof.

Here’s why you should be there:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• ‘Brand Story Studio’ - 1:1 help with your messaging strategy - you'll leave with your founder story dialled in (THIS IS NEW!)
• ‘Distributor Lunch & Learn’ opportunity to speak directly with distributors about how they work and what they need you to do to work successfully with them.
• Opportunities to get recognised and get your brand in front of brand owners, buyers, media, industry specialists, distributors and investors.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

Schedule May 21-22 in your diary and click this link to see how you can be part of it.