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Shelf to Scale

by Devesh Tilokani
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Latest episodes

  • Ethnic Grocers Lose $210K a Year Per Store. Here's Why

    October 2, 2026 · 31 min

    Being in Whole Foods won't get your product into an ethnic grocery store. Aaqib Usmani, CEO at Tasteport, explains what actually does. How do CPG brands sell to ethnic and independent grocers, and why are those stores losing $210K in…

  • He Quit Goldman Sachs to Make Snacks From Food Waste

    September 25, 2026 · 33 min

    Yousuf Ahmed left Goldman Sachs to turn leftover oat milk pulp and corn grits into a better-for-you Cheetos. Why did his first product, a $15 cookie sandwich, have to die before B-Sides could work? B-Sides makes upcycled crunch puffs…

  • How to Get Your Product on Shelf in Canada | CPG Distribution

    September 10, 2026 · 38 min

    Jim Kavanagh spent 49 years in Canadian grocery as a Sobeys and Metro category manager, a distributor, and now a food broker. He explains what getting on shelf actually costs. In this episode: - Why a $30,000 listing fee can be the…

  • How This Ice Cream Brand Went From 200 to 700 Stores | CPG Pivot

    September 3, 2026 · 28 min

    He was in 200 stores with pints. He killed the entire product line and went to 700. The idea that did it came from his sister, talking about her toddler's baby food. Sam Rose founded Rosebud Ice Cream and spent two years making every…

  • He Did $1M Running In-Store Demos. Here's What Works

    August 27, 2026 · 36 min

    Matthew Kubick has run tens of thousands of in-store CPG demos since 2015, and he says a profitable demo can still be a failed one. Here is how he reads the numbers.In this episode:- Why he tells brands to take a loss on every unit sold…

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  • How to Build in Public and Launch a Food Brand | Cotto

    August 20, 2026 · 34 min

    She was blending cottage cheese in a rented New York commercial kitchen and meeting strangers in parks and Starbucks to hand off the dips they'd bought online. That unscalable model is exactly what got Cotto onto shelves at Fairway Market…

  • He Lost $120,000 to a Recall. Here's What Saved the Company

    August 6, 2026 · 37 min

    One dairy trace cost this Canadian plant based brand $120,000, three months of unpaid shipments, and a public recall. PlantUp founder Aamir Malkani on getting into Sobeys, UNFI, and 1,200 retail stores across Canada. Aamir came to Canada…

  • Self-Manufacturing a CPG Food Brand: Why oomé Built Its Own Smokehouse

    July 30, 2026 · 27 min

    Distributor or broker? Miki Talebi built oomé smoked tofu into Whole Foods and breaks down the CPG distribution mistake most founders make. If you think signing a distributor means your product will finally get on shelves, this episode is…

  • How to Choose a 3PL That Won't Lose Your Inventory | Rahim, Get Set Prep

    July 23, 2026 · 36 min

    How to choose a 3PL for your ecommerce or CPG brand from a 3PL owner who once had a fulfillment company lose his entire $1,500 order. Rahim is the founder of Get Set Prep, a Toronto 3PL fulfilling for CPG and ecommerce brands across…

  • Rejected by Dragons' Den 3 Times. Now in 1,300 Stores.

    July 16, 2026 · 41 min

    An ice cream brand put freezers in the produce aisle, next to the bananas, and sales jumped 200% in six weeks.How does a local startup out-merchandise global brands, survive three Dragons' Den rejections, and land 1,300 stores? Yazeed…

  • 0 to 250 Stores in 12 Months Selling Vietnamese Fruit Snacks

    July 9, 2026 · 42 min

    David Ngo helped build North America's #1 poop bag brand. Then he bet everything on dried mango from Vietnam and hit 250 stores in 12 months. How do you scale a CPG brand when your first dollar doesn't come back for 9 months? David…

  • The Pricing Mistake That Kills Beverage Brands

    July 2, 2026 · 41 min

    Costco will pull every price you've ever sold at, find the lowest, and ask for 40% under it. Here's how a beverage operator prices so that never happens. Autumn heads R&D at Gnusante (Newbies, Radiate, 52 North) without a food science…

Full episode archive on Apple Podcasts →

About the show

Shelf to Scale is a podcast featuring conversations with the founders, operators, and industry leaders behind today’s growing consumer products. Each episode explores how brands expand distribution, navigate retail partnerships, and scale across new channels and markets. From emerging CPG/FMCG startups to established manufacturers, we unpack the real-world challenges of growing consumer products across retailers, regions, and distribution networks. Hosted by Devesh Tilokani, Shelf to Scale brings together perspectives from across the consumer goods ecosystem to share what it takes to scale