Hey Packaged Food & Beverage Founder!

WHAT IF......

More Grocery Buyers actually called you back?

You could land dream wholesale accounts without all the back-and-forth?

What if you could quickly get your packaged product on the retail shelf?

What if you could sell more than you ever imagined (knowing exactly how to and what to say to get those reorders)?

With Retail Ready®, you’ll learn how to perfect your pitch, get called back, land your dream wholesale accounts, and have repeatable sales once on the shelf.

 
Mock up of everything that is included inside of the Retail Ready program, showing the course curriculum, toolkit, COGS calculator and templates.
 
 

Sound familiar?

 
 

 Dropping off samples to Buyers and wondering if they ever tried them.

Wondering when and if that first order will come in (you got a “We love it!” - now what?).

Emailing, calling, swinging by… and STILL no answer from the Buyer.

Finally! You land your dream account BUT now sales are slow.

Worrying, deep down, that you'll never make the “in crowd” and learn all the industry secrets.

Wishing you could bounce your ideas off other people who get the Buyer and founder experience.

 
 
 

Here's the good news:

More Yesses. more know-how. More sales. More Community.

It's all inside Retail Ready®- the only online program that gives you the tools, templates, strategies, and support you need to land wholesale accounts - and sell once you're there.

Food Biz Wiz® has helped over 3,000+ brands achieve high sales on the retail shelf.

So, what are you waiting for? Come join us inside Retail Ready®.

 
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Hear it from those who have been there.

 

“Since Retail Ready®, I’ve gotten really great feedback from buyers about our pitch and being interested in our product. One literally called me Thursday morning and was like ‘how do I get this immediately?’ I can’t say thanks enough for having such an incredible platform and content.”

-KRISY SCOMMEGNA, Boonville Barn Collective

 

“Retail Ready® has been a considerable support as I try to help our company grow in new directions. As we release new products and navigate new relationships with distributors and retail stores, it is fantastic to have a resource that provides a sounding board for ideas, feedback on strategy and design, and an incredible amount of information to help address issues as they arise.”

-TIM TATE, Think Coffee

 
 
 

“Retail Ready® helped me and my staff get clear about our own brand, target audience, and messaging, take our sell sheet from 0 to 60 and learn the ins and outs of working with Buyers of all types. The lessons are still working for us 3+ years later, and continued access to Alli's wisdom is one of our most beloved business tools."

-SADIE SCHEFFER, Bread Srsly

 
 

What We Cover

Retail Ready® takes a 3-step approach to growing your sales.

 

ATTRACT

Ensure you’re creating a brand (not just a product line!) that is strategically capturing attention from the right people, in the right wholesale channels so you get on the path to profitability.

PITCH

Learn the brains of the Buyer and craft a wholesale pitch, sales pipeline, and promotional materials that speaks the language of wholesale and gets Buyers to say “yes!”

GROW

Grow sales in your new (and existing!) accounts through a doable marketing strategy, strategic partners like brokers & distributors (and WHETHER either is right for your brand & biz goals!), and lay out your own road map to success.

 

Ready to stop winging it and get Retail Ready®?

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Growing a packaged food business is hard.

We know. We've done it ourselves.

Corporate Buyers say they like your product but then you can't get regional buyers to order.

You're overwhelmed about where to focus your efforts and energy to grow your business.

You're doing it all solo, constantly questioning if you're making the right moves- it would be nice for a change to NOT make ALL the big (and small) decisions in a vacuum.

But don't worry.

Retail Ready® makes it easier.

 
 
 
 

Retail Ready Outcomes:

in just a few weeks, you could feel miles ahead of where you are right now. All you have to do is join Retail Ready®.

Imagine if you could...

Have Buyers contacting YOU, eager to feature your products in their stores.

Master the art of turning “No’s” into “Yesses” - having the perfect response for every Buyer in your back pocket.

Understand what it takes to make scroll-stopping marketing content— plus the tools and confidence to make them yourself.

Make sales calls and pitches like a seasoned founder, exuding confidence and expertise as you represent your brand.

Have fellow food founders, curious about your system to getting dream accounts, asking: "How'd you do it?"

 
 
 

More Success Stories

 
 

Retail Ready® is the only online program that gives you the tools, templates, strategies, and support you need to land wholesale accounts— and sell once you’re there.

 
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Meet Your Educators Inside Retail Ready®

 
 

The Buyer’s Perspective

Hey there, I'm Alli! I've called the retail food world my home for over 15 years, with a ton of that experience coming from my time at Bi-Rite Market in San Francisco. I've worn a few hats, including Grocery Buyer and Head of Grocery, managing a department with over 3,000 SKUs and $7M in annual sales.

But my work isn't just about stocking shelves. I've helped stores nationwide with their grocery operations, and helped food founders around the globe generate hundreds of millions of dollars in sales - no joke.

 
 

You may have caught me speaking at big events like Expo West and The Fancy Food Show, or maybe you've tuned into my podcast, Food Biz Wiz®, where I share industry insights and advice each week. One thing I'm truly passionate about? Equalizing the playing field when it comes to food, beverage, beauty, and pet consumer goods. I’m super fortunate for my past work with The Good Food Foundation and La Cocina, where we support values-aligned founders, women, immigrants, and people of color become well-known, successful business owners. Can’t wait to meet you inside Retail Ready®!

 
 
 

The Founder Mindset

Charlie provides strategic support & consulting within our Retail Ready® student community, on our monthly group Q&A calls, and on 1:1 Clarity Calls. He also ensures that the educational content is EXACTLY what emerging food & beverage brands need as they grow their businesses. Charlie makes sure emerging brands learn from all the mistakes he’s made (and seen) over the years!

He started Element Shrub, a 7x award winning line of cocktail mixers and READY-TO-DRINK beverages, that’s been featured in Oprah, Bon Appetit, VOGUE, and more.

 
 

He’s also one of the brains behind The Fountain Inn in Georgetown, DC, and loves getting healthy food into more homes through his past work as a CPG Expert-in-Residence at SEE-LA in Los Angeles. Living in Arlington, VA with his family, Charlie’s all about sharing his journey with others, and teaching the tricks of the trade to new food and beverage brands. We’re so lucky to have a powerhouse in the world of consumer packaged goods (CPG) like him, with over 18 years of teaching, consulting, and creating his own businesses.

 
 
 
 

We believe that everyone deserves the knowledge and the tools they need to give their business a real shot at success.

That's why we created Retail Ready®.
Join us, we'd love to help!

Can't wait to meet you inside Retail Ready!®

 
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Here's What You Get in our Signature Retail Ready Program

The Curriculum: Access to Retail Ready’s exclusive 3-part training system for increasing your sales: Attract, Pitch, & Grow.

The Strategic Support: through monthly live group Q&A calls, our jam-packed resource database of Industry Expert call recordings, and daily in our private student group, you'll get thoughtful answers to any of your questions around our curriculum.

The Community: This priceless group of vetted fellow founders & sales managers are here to support one another, answer questions, collaborate, and share in your wins & learnings!

A strategic 1:1 Kickoff Call + monthly 1:1 Clarity Calls to give you tailored, individual support, cutting edge consulting, and immediate answers to your most pressing business questions.

Access to our Signature Toolkit, filled with resources on calculating COGS and profitable shipping rates, a system for tracking retail orders, and personalized video reviews of your sales materials.

 
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Whatever your learning style or budget, Retail Ready® has something for everyone.

You've got options:

 
 
 

Hear it from those who have been there.

 

“I started my food entrepreneurship journey with a great idea, but I wasn't sure about how to move forward with it. I was insanely lucky to find Retail Ready® at that moment. The course helped me with every detail from product design to calling retailers. Within 2 months of launching Just Date Syrup, I landed Whole Foods global - the tipping point for our growth. Only three years later, we are a multimillion dollar, nationally recognized brand. The Retail Ready® experience was absolutely crucial to the success of Just Date.”

-SYLVIE CHARLES, Just Date

 

"In Retail Ready® I availed myself of the structured lectures and workbooks to dive into the details of our Core Customer, Packaging and Messaging and Sell Sheet. And I learned how to prepare when I was invited to do a Zoom presentation to our Florida Whole Foods store managers. The learning feels definitive and gives us consistent guidance. And we've found some invaluable resources by reaching out to our Retail Ready® cohort's Facebook group

-ELLEN MACKS, Ella's Flats

 
 

“When we joined Retail Ready®, we were a B2B focus company; however, we were at a moment where Covid pushed us to open new sales channels and re-invent ourselves. Retail Ready® gave us the right tools to effectively change our strategy to get our product onto shelves and have the language to speak to large retailers.”

-MARIA PALACIO, Progeny Coffee

 

Bonus Content

Let's Sweeten the Deal

By signing up for Retail Ready® today, you'll also receive...

 
 
 
"ALLI'S ART OF ORGANIZATION" VIDEO LESSON: My clients say that I'm the most organized person they've ever met. In this video lesson, I share my secrets so you can be primed to actually SAVE time by taking Retail Ready®, instead of adding a big to-do list to your plate.


READY, SET, SELLSHEET! VIDEO REVIEW: My Ready, Set, Sellsheet video review gives you a personalized review of your sell sheet, showing you exactly what to change - from the layout, to the information, to the photography, and more - so that you know exactly how to transform it into a sellsheet that stands out in a Buyer's inbox!


CLICK SEND(!)WORKSHOP: Hesitant about picking up the phone? Use our CLICK SEND workshop to learn exactly how to craft a sales email that gets a response from a Buyer, EVERY time.


SIGNATURES THAT SELL DESIGN GUIDE: Create an email signature that makes the Buyer do a double-take, stop scrolling, and write back. Learn how to set up your email signature with the right information, accolades, links, photos, and call-to-action that gets the response that you want from your readers and that makes buyers do a double-take, stop scrolling snd write back. This is a game-changer for your response rate!


ONLINE RETAILERS SUCCESS GUIDE: Our Online Retailers Success Guide helps you find profitability as you sell through eCommerce wholesale channels (i.e. ThriveMarket, Good Eggs, etc.). We'll provide clear direction on the keys to selling through online channels, and how to pitch to those buyers so you get approved - faster - for digital shelves.


FOOLPROOF FLOWCHART: Are you ever stuck wondering how, when, and why to follow up with your potential new wholesale accounts? Our foolproof flowchart maps out your ideal buyer communication schedule. We tell you exactly how to reach out, follow-up, and respond... even if you're not hearing back in the first place. You'll be confident knowing that you're communication rhythm and style is spot-on and buyer-approved!

 
 
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Your Questions Answered.

How do I know if The Retail Ready Signature Program or if the DIY version, Retail Ready Essentials, is right for me? Our Retail Ready® Signature Program includes one-on-one support, curated tools & resources, and extra accountability to get your sales systems and reorder strategies up and running as quickly as possible.

Our Retail Ready® Essentials is the self-guided version of our program, including the essentials for you to get your sales systems and reorder strategies up and running with your own direction.

You know yourself better than anyone. You know your risk tolerance. You also know how big (or small) your goals are. So if you’re someone who’s doing it all alone, yearning for accountability, and a sounding board – with tons of support and resources at your disposal- the Signature program might be the smartest move.

If you’re on a really tight budget, and maybe just getting your idea FINALLY off the ground, or just a little wary about the promise (but deep down a voice is telling you “THIS IS IT – this what we need”) then dip your toe into the Essentials version.

Review the chart again here, and make YOUR move.


If Retail Ready® is a 90 day program, what happens after 90 days? What if I need more time? At the end of 90 days one of two things happens:

Either you’ll be super proud of yourself and your sales systems, and you’ll feel complete! We’ll give you a big virtual high-five, and you’ll move along. You’ll no longer have access to our curriculum, live support, or community, but you’ve outgrown it, and you are READY to leave the nest!

OR you'll have a good thing going and want even more time with us and our curriculum, support and community! At the end of 90 days you can continue in Retail Ready® on a month-to-month basis at the same monthly price that you locked in when joining.


Can I pause Retail Ready® during my 90 days? What if something unexpected comes up?
Let's be honest: there's never going to be a 90 day stretch where life doesn't throw something at you. We've intentionally designed Retail Ready® for you to go at your own pace, even if your business, or life - throws you a curveball. However, you can pause your enrollment if an extenuating life circumstance comes up (outlined in our Terms & Conditions at check out). We're human and get it!

I’m not in the US. Is Retail Ready® applicable to my business? Yes! We’ve supported over 3,000 brands in Retail Ready®, and have food & beverage businesses from around the globe in our program. We strongly believe that the foundations to building a brand and connecting with consumers is universal. We designed this program specifically to create a format where producers can work with Food Biz Wiz® regardless of their location.

I'm focused on foodservice, hotels, eComm – mostly non-traditional retail. Am I a right fit if I'm not focused on retail, big stores, or grocery? Yup. We probably should have named our program "Wholesale Ready" but that just doesn't have the same ring as Retail Ready®! Simply put: if you have to convince any human or wholesaler to put your product on their menu, in their minibar, on their website, in their office or in their shopping cart: we got you. Our sales and reorder strategies span well beyond traditional retail.

Do you offer a 30 Day or Money Back guarantee? No. As my favorite gym instructor says, "I can design the workout but I can't make you pick up the weights!" We promise to give you top-notch, accessible, easy-to-implement curriculum. We promise to give you world-class support, gentle constructive criticism, honest feedback, and lots of encouragement. We promise to provide an unparalleled experience inside of Retail Ready®, better than you can even imagine! But, we can't make you complete the work, implement our lessons, and take our feedback. You are responsible for your own success, and due to the digital nature of our curriculum & online support we do not offer guarantees or refunds.

When do the live support sessions & expert Q&A sessions take place? I'm likely too busy to attend, or I live in a waayyy different time zone. We totally get that - food producers are BUSY. If you're in our Retail Ready® Signature Program, you'll work with Charlie to find 1:1 meeting times that work for you. The optional group support sessions and Q&A calls are on Wednesdays at 11 AM PST, but they are all recorded and posted on our online course platform, so you can submit a question in advance & listen to the reply on your own schedule, or go back to them to get inspiration and advice whenever works for you. Remember, you can also post in our student group 24/7 for a reply from us at any time! We look forward to seeing you there!

How many hours of work do you think I have to put in to reach my goals? It’s completely up to you. You go at your own pace through Retail Ready® and the curriculum is there as a reference guide for you. There's zero expectation that you'll complete 100% of the lessons in Retail Ready®- but you don't need to! You'll fast forward to the trainings that YOU need in your biz, and skip the rest.

You're busy- you don't have time to waste with lessons that aren't relevent to your goals, so let's drop the expectation that success is checking off all the lessons, okay? You do you, and we'll guide you along the way. You’ve got this. And then - of course - you're welcome to stay on with us month-by-month after you hit 90 days. Most people do because they're finding so much value in Retail Ready!


I don’t have a product yet -- just a vague idea for my food business. Can I still take this program? The short answer is probably not YET — you'll get the most out of this program when you have a thoughtful, well-planned product or product line in place. We do **not** cover regulatory issues, production strategy, health permits, and legal issues in this program. While you don't have to be in production yet, you need to have thought through the viability of your business and have a fleshed out plan in place to start producing.

How big or small should my business be for me to take this program? There are no revenue requirements. It’s more about making sure you have a basic infrastructure set up (i.e. a developed product or product line and some sort of kitchen facility where you make it) so that as you get more YESes from Buyers you are ready to grow.

The ideal producer should be in production and sell their product either direct-to-consumer (farmer’s markets, online sales, etc.) and/or have at least one wholesale account. Small to mid-sized food businesses are a great fit.

That being said, we've had producers who have been in business for YEARS take our program and still gain valuable skills and new knowledge, as well as producers who haven't sold ANYWHERE before joining, only to enroll and feel awesome about building their brand and launching upon completing the curriculum. Ready to give growth a try inside Retail Ready®? Join us here!


Will you sign an NDA? I have a revolutionary product and everyone tells me I should keep it under wraps. Yup. When you enroll in Retail Ready®, you agree to our Terms of Service, which includes a confidentiality clause (see: “CONFIDENTIALITY”). Legally you agree to not disclose, share, or use any information about fellow food businesses that you obtain in Retail Ready®, and we do the same.

I run my business with my partner/friend/neighbor. Can we sign up as one participant? The cost is per person, but we offer 25% off for additional participants from the same company. Once you enroll, just email us for the promo code for your coworkers and we’ll get you all signed up.

 

Don't just take it from us...

 
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Stop winging it, and start building a business that works for YOU.

It’s time to develop a clear strategy to grow your business. When you focus on the right steps, have a strong plan in place, and invest in the correct people, products, and partnerships, you'll succeed. Retail Ready® is here to help you do just that.