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.
