Shelf Space

She was employee #10 at Vital Proteins. When she left, the brand was closing in on $400M in sales and had just landed Jennifer Aniston as a spokesperson. In this episode, Shannon Race takes us behind the scenes of one of the most remarkable brand stories in the supplement industry. From the early days when collagen was too taboo for media to touch, to a nine-figure acquisition by Nestle Health Sci...

Day 47. $3 million in sales. A product backed by Kylie Jenner and Kris Jenner. And a CEO who's only just getting started. Jay Hunter spent seven years scaling MaryRuth's from a scrappy Amazon-first brand into one of the biggest names in wellness supplements - going from Amazon director to CRO overseeing a team of 50 across ecom, marketing, paid media, influencers, and analytics. Then Kylie...

She sold her last company to Kind Snacks. Then Mars bought Kind. Then she quit, had no insurance, was a single mom of two, and started all over again. Lindsay Hancock is the founder of My Better Batch, a premium clean-ingredient cookie mix brand now landing in major US national retailers - and she's just getting started. But the backstory is what makes this one unmissable. From Employee #1 at Crea...

Harry Kane backed this brand. Four retailers in four months. And it all started with Google. Al Duffield, founder of Vital, didn't follow the typical CPG playbook. No splashy ad campaigns. No army of junior hires. Just a relentless focus on proving the concept - one contract caterer at a time - before walking into supermarket boardrooms with receipts. In this episode, Al breaks down how Vital...

What happens when you walk away from a multi-million dollar tech-bro business model to bootstrap a lean CPG brand from scratch? In this episode, we sit down with Charlotte Langley, founder of Nice Cans, to unpack the unfiltered truth about building a sustainable consumer product goods brand. After navigating the high-pressure, venture-backed growth trap with her previous brand, Scout, Charlotte de...

How do you walk out of a trade show with 1,200 new points of distribution? In this episode of Shelf Space , hosts Connor Macpherson and Luke Anthony sit down with Justin and Tony, the powerhouse "Coco Bros" behind Coaqua. They share the raw, unfiltered journey of taking a premium coconut water brand from a passion project to dominating shelves at major retail hubs like Sprouts, Circle K,...

Can an independent, non-alcoholic Aussie beer brand out-rank Heineken at Coles and Woolworths? 🍻 In this episode of Shelf Space, we sit down with Tim Snape, Head of Brand at Heaps Normal , to unpack how a tiny startup grew into one of Australia's top-performing non-alcoholic beer brands. Tim shares the unconventional strategies they used to disrupt a category dominated by corporate giants, al...

Most founders think scaling a consumer brand means making a brutal choice: either dilute your equity with venture capital, or drown in the slow, rigid paperwork of legacy banks. But as the retail landscape gets faster, a third option is quietly leveling the playing field. In this episode, we sit down with Will Fischer, a seasoned fintech executive with deep roots at high-growth capital platforms l...

“Everyone told me it was the dumbest thing I could possibly do.” In this episode, we sit down with Dejan Rankovic , the mind behind Man Cereal , the world’s first high-performance cereal infused with creatine. After a high-stakes career in growth strategy at Netflix and helping scale Dr. Squatch to a 9-figure household name, Dejan is now disrupting the stagnant $12B cereal category. We dive deep i...

In this episode, we dive into the incredible story of how Sophie Hood scaled her functional wellness brand, Seoul Tonic, to over 4,500 stores across Australia, the US, and the UK with absolutely no sales team. As a former strategist for industry giants like Red Bull and LVMH and the winner of Gordon Ramsay’s Food Stars, Sophie shares a masterclass in modern entrepreneurship, grit, and authentic br...

In this episode of Shelf Space, we sit down with Caleb Marshall to discuss the journey of building Tropeaka from the ground up and scaling it into an eight-figure business using cashflow alone. From the early challenges of starting with nothing to the key strategies behind sustainable growth, this conversation explores what it really takes to build and scale a successful brand without outside inve...

The first episode is in! Most brands fail in retail because they ignore the one thing that matters most: shelf space. In this episode, Matt Cauble reveals how simple, eye-catching packaging and clear messaging can make or break your product in stores like Whole Foods and Walmart. Learn how to stand out in just 3 seconds, craft packaging that sells, and understand real consumer buying behavior. Mat...