#26 Straight talk from a speciality retail buyer. What to say in your pitch.

Do you want to get your food and drink product on more grocery shelves?
 
 What about getting your product off the shelf and into more consumer baskets?
 
 If you said yes to either of those questions, this episode is for you!
 
Today’s guest is Christina Basile, owner operator of Panetta Mercato, a collection of five family run grocery stores sourcing high quality food and drink products for their customers. 

Christina and I talked about what foodpreneurs need to do to get their food and drink products on more grocery shelves and get their products into more consumer baskets.

Listen to my conversation with Christina and find out more about:

• The day in the life of a buyer so you know how and when to approach them;
• How to get a buyer’s attention so you get your product listed;
• How to work with your distributor to get stocked with a speciality retailer;
• How to land your first order with a speciality retailer; and
• How to support your product so it gets off the shelf (this is THE most important aspect that all foodpreneurs should plan for).

In this episode you’ll also discover a number of foodpreneurs Christina works with and how they successfully landed on the shelves of one of her five stores. Use these examples as inspiration on how you can get listed and expand the reach of your product too.

Listen to this episode to learn more.

LINKS & RESOURCES

• Panetta Mercato
• Masterclass and Scaling Workbook
• Waitlist for Foodpreneurs Formula

If you haven’t listened to episode 25 (15.18 mins), Challenger brand trends from the UK market, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by Foodpreneurs Formula®, my business acceleration coaching program for packaged food and drink brand owners ready to scale; and my free on-demand masterclass that gives you the framework to help you navigate your scaling journey.

Season 13, out now, is 'Operations Season' and is being presented by Foodpreneurs Festival, your biggest sales & networking opportunity of the year; and Chelsea Ford Co., helping you land more accounts, get your product into more consumers’ hands, and put more money in your pocket.

Transcript

This is the Foodpreneur with Chelsea Ford podcast. Welcome foodpreneurs to episode number 26. Today, I am super excited because I'm talking with Christina Basile owner operator of Panetta Mercato, a collection of five family run grocery stores, and I think you're gonna love it. I ask Christina all the questions you wanna know about landing on more retail shelves and getting your product into more consumer baskets. You'll learn the best sales approach for specialty retail. Getting the attention of a specialty retail buyer and ways to stay on the shelf. Once you've been ranged, it's a show stopper for anyone wanting to land more wholesale accounts in this specialty retail channel. This episode of Foodpreneur with Chelsea Ford is brought to you by Foodpreneurs Formula® my business acceleration program for package food and drink brand owners ready to scale and my free on demand masterclass that gives you the framework to help you navigate your scaling journey and put more money in your pocket for every product you sell.

Hi, I'm Chelsea Ford, award-winning food and drink business expert, head coach of the acclaimed program for women fFoodpreneurs Formula®, and your host for this, The Foodpreneur podcast. If you're a packaged food and drink business owner tune in with me each week, because I'm going to help you land more accounts, get in more consumer baskets and help you put more money in your pocket for every product you sell. In each episode, I'm going to tap into my 30 years of experience, leading sales, marketing, and finance teams for big and small food and drink brands to give you coaching tips that will help you take your packaged food or drink business to new Heights. I know what works and I know what doesn't. So I'm going to share with you industry tools and insider knowledge that are next to impossible for small businesses to access.

And from time to time, I'll dive into my little black book to bring you interviews with hard to reach specialists who will help solve those pesky industry specific problems like distribution that I know you've been losing way too much sleepover. So roll up your sleeves foodpreneurs, because you are about to enter a no fluff zone. I'm bringing my a game so you can reach yours no matter where you are, whether it's in your kitchen, coordinating your deliveries or on your way to a buyer meeting, listen up because we're about to set the path for you to secure your next best stock. Its increase your sales and put more money in your pocket. This is the Foodpreneur with Chelsea Ford podcast.

Hi Christina, how are you? I'm well, thanks Chelsea.

How are you?

I am terrific. And I'm really excited about this conversation because you are a superstar wholesale buyer and I know people are gonna be lapping up pretty much everything you say. Um, so I want you to kick off by telling us a little bit about your stores and the typical suppliers or brands that you stock.

Okay. So, um, we're a family owned green grow business. We've been operating since 1999. And, um, part of what we do is, well, most of what we do is sourcing high quality food products for our customers. Uh, fruit and veggies is actually the core of our business. Um, but our offering also includes items and specialty grocery. Um, one of our stores has a butcher and fish shop within it. Um, and two of our stores, um, have a have a cafe as well. Um, and, and we have five stores now, um, lo they're located at Balham Hills Marrickville, north and ki. So with regards to, uh, suppliers, um, you know, we use larger distributors. Um, and we deal with small operators as well. Um, some of whom we deal with directly, um, our stores stock local and imported goods. Uh, we do stock some well known brands, um, but also those that are less than known, uh, Italian products.

For example, we've got big brands like Muti and LA, even, um, Barilla. Um, so we do actually have a huge range of Italian and some, um, and other international products. Uh, but we do stock a lot, lot of local products. Um, you know, the majority of our fruit and for example, is Australian, uh, bought every day from city markets. Um, when it comes to, uh, grocery and deli items, you know, we've got, we've got a huge range cheeses made here, for example, uh, cold meats and things like that. Um, and when it comes to grocery products, I'll even name a few that we are stopping at the moment. We've got products like Circle Harvest, which to, uh, cricket products. So things like cricket, corn chips and, and pasta, uh, pasts that, um, use the cricket, uh, big protein hip. Um, we stocking AP Bites, which is a Paula use cookie dough. Um, PAMM buns, a new product for us. We've got Abert, which is a cocktail, uh, cocktail. Um, it's for the rim of the glass for when you're having a cocktail. Um, and, and a very new product would be everything that the bagel, um, that's

Women owned. Right?

Uh, a lot of the ones I've just mentioned yesterday are on that. That was just a coincidence <laugh>

I pretty much know most of those women

<laugh>. There you go.

That is awesome. I love that.

<laugh>

So what does a typical day look like for you given that you have five grocery stores that includes fresh grocery items, deli, couple of cafes, um, butchers fish Monga that like that's a lot.

It is a lot. And let me tell you no day is ever the same for me. Um, so it's hard to describe a typical day, but I'm involved in all aspects of our business. Um, from admin accounting marketing, uh, being in the office at the moment, covering someone on maternity leave, uh, customer service, being on the floor, serving customers at the registers, uh, background things like dealing with center management. And part of it is also sourcing products. <laugh>, uh, dealing with reps, uh, uh, responding to emails when I have the time for people approaching us, um, with new products. Um, and I've E I've even done the being in the markets at three o'clock in the morning. <laugh>

My goodness.

So yeah.

So you probably work at what? 60 hour weeks pretty easily?

Uh, yeah, highly likely. I I've never really calculated it

Too scary.

It's too scary. But the thing for me as well is that, cause now that we've got access to everything on iPads and phones, the minute in an email or message or whatever comes through, okay. I sometimes feel, I can't put it on hold the next day and I have to deal with it there. And then even if it's 11 or 12 o'clock at night, that's just part of being a business owner, I guess.

Yeah. But if you're anything like me, when I do that, I then live to regret it because then it becomes a conversation and I don't feel like responding for a second time. I really have to be quite strict with myself.

Sometimes we need to do that, but sometimes I just can't help myself.

<laugh> yeah, yeah, yeah. Yeah. So I think that's a really good segue into the $64 million question of how a buyer should supply you. I mean, uh, approach you, I should say, because you are sometimes on email and you did just mention email, but you are other times, you know, you are in, on the shop floor, serving customers or, um, stocking shelves or whatever, whatever needs to happen, really given that it's your business, you make it happen. What, how do you source products and how should, uh, foodpreneurs with packaged products, um, okay. Approach you.

So we get, there are a few different approaches. Uh, we have people walking into our stores asking to speak to, uh, a buyer. We have people emailing us, um, which, uh, for me is one of the better ways to be approached. Um, sometimes with the walkin, I might not necessarily be available right then and there nor my staff. Yeah. Um, and then another approach would be to try and get yourself in with a distributor. Yeah. You know, one of the, uh, wholesalers that we would deal with. Um, and then another, another approach would be to get onto a website called RangeMe, um, where, so, um, people like me, the retailer, we can sign up to it. And then the other side of that website is, um, where, um, the producers that set up an account on there and just, uh, showcase their products, um, with pricing information and, and whatnot.

Um, and I can, I, I can go on there and, and, and browse whenever I have the time. And, um, for me, I really like that because you get a weekly E email that showcases, um, that week's products. Um, and I have that's one way that I have found some products. Um, but a lot majority of it would be mostly emails and, um, and with emails, um, in my opinion, the emails need to be to the point, not, um, not flooded with massive amounts of information and to the point about the product info catalog attached to it would be great with pricing and a big suggestion for me is that always offer a sample of your product. Um, that's really important to us. Um, you know, if we're just gonna decide to put a product in, we need to know what it tastes like. Mm-hmm <affirmative>.

So would you ask you, would you want them to ask permission to say, can I drop in or, or I will drop in at the end of the week, a box of mixed blah, blah, blah, for you to try

It's. It is nice when suppliers do that. Um, but it doesn't always happen that way. I mean, sometimes they might walk in, they've already, they've got a boxing hand and I'll speak to say a manager or grocery buyer. Um, if I'm unavailable or my business partners are unavailable, um, leave a boxer samples, usually at the there's a large amounts, um, to be tasted. So, and the other thing I wanted to mention as well is that if you are emailing, uh, or calling or whatever, uh, don't be disheartened. You don't either straight away or at all. Um, as I mentioned earlier, you see my day week, um, and you know, sometimes something like that is not the most important thing. And don't to, by saying that when you bombarded hundreds of emails, uh, with new products, um, you may not always have the time to respond.

Is there a subject line that you think would get your attention more than another one?

Not necessarily, not necessarily. Um, yeah, no, there's not. <laugh> <laugh> um, but I, I, I do look at every single email, um, but the email really, it needs to catch the eye and I find brief description, introduction, and photos of your products, um, because I'm sometimes just really quickly glancing at them, but if something does pop out at me, um, even though I'm not always the decision maker personally, in our business, uh, on what products go on the shelves, um, we, we hand some of that responsibility to our, each store has a grocery buyer and a daily manager. Uh, I pass that over to them and then, um, they'll make the decision, but that's only for me, I pass that information on, if that product really jumps out at me or has a point of difference. And then whether the staff decide to put it into the shop or not, that's another story <laugh>,

But I think the point is that you can influence them. And so,

Oh, I can influence.

Yeah. If you are influenced you then are more easily able to influence other decision makers in your business. So is, um, yeah, I don't know. Can you, can you think of someone who did a really great job, particularly at say grabbing your attention and you'd never heard of them before and perhaps what they did?

Um, okay. <affirmative> okay. I'd have to say very recently that, um, there's I mentioned earlier everything, but the bagel seasoning.

Yeah. So when we were, before we were recording everything, but the bagel seasoning. Oh. And also that

I may have

My mistake.

Yeah. That's okay. Um, so I was recently contacted by a local, um, to local, to one of our stores. She is, um, and, and a customer, but she, she sent an email and there, it was just literally a one sentence line introducing herself. And we've brought everything, the bagel to Australia. There was a photo, there was the price. If you're interested, please contact me now. Um, I, I'm a big foodie. Um, and I see, I try to keep on top of trends and things like that. And I'm on a lot of, um, American sites, uh, food sites, recipe sites, uh, and it's everything. But the bagel was something that was constantly raised in conversation, people using whatever. And I'm like, I've never seen it in Australia. This lady happens to contact me. And, and so that's why we've decided to give it a go in the stores. Yeah. Um, you know, so there, there's no set way and sometimes it's just luck of the draw in all honesty timing could be it that's what I was getting at. Yeah. So, uh, it's just sometimes the timing, like you've just said, um, you know, maybe your product's being discontinued and on that day, somebody decides to walk in with their product and it seems really interesting. So we make the decision on the spot. Yes. Let's try that. Mm-hmm

You own, you own five stores. Do you like to have products pitched to you that are relevant for all five? Or would you consider one that's just relevant to one particular community cuz you're in really different parts of Sydney, which has very different markets around

It. Yeah. Demographics that all our stores are very different and yes, there are products that only one store may stock, um, you know, or, or two or three of the five. Um, so yes, the answer to that is yes. Um, it doesn't have to be in all five stores.

Mm

Mm-hmm <affirmative> and, and there are a lot of products that like that, like you said, Def demographics, very important. Um, so, um, for, I'll give you an example, it's just with fruit and VE um, our Macquarie center store has a huge Asian demographic. Um, so we have a much bigger range of, uh, Asian vegetables, which some people have never even heard of. Yeah. And if we try them in the other stores, they just don't sell. So, so that, that that's an important aspect. Yes.

Yeah. Yeah. What about when you've used RangeMe I think, are you quite new to RangeMe? Did you tell me or

No, I've actually been on it. I've actually been on it for a fair few years. Um, I think they've been around since perhaps 2012 or something like that. I've probably been on it for the last five years or so.

So with regards to buying off, RangeMe, it's pretty hard for a brand owner to get cut through, to be seen through it. So I imagine when you get those newsletters every week, that's gold because it's a

It's gold, it's, it's an added, it's an added glance thing for me. So I see the product and if it's interesting, I'll actually jump onto the website and, and get more information on it. Um, I've never actually, um, contacted people through the RangeMe I've just gotten the detail and made direct contact myself. So it it's just, it's just an avenue to reach out to people.

Yeah. Yeah. What about when distributors, your distributors visit you, have you ever had, and I'm asking you off specs. So hopefully this is okay. <laugh> have you ever had a, I mean, I'm massive fan of when the brands really support the distributors sales efforts, um, because the distributors got a lot of products on their books. Mm-hmm <affirmative> have you ever had an experience where the distributor rep has come in with the brand owner and together they've pitched or spoken to you or enhanced the merchandising just to basically make it better for you as the grow?

Yes. Yep. That definitely does happen. I mean, a lot of the times a distributor takes on a new product or a new, um, I mean that the it's always raised the next time they're visiting the store. Um, and guess there are times that they produce themselves, um, is visiting store to store with the reps. Um, it, it can make a difference doesn't necessarily, always do so. Um, but what I've also found is sometimes we have these little guys, um, little producers that we've had on board in the store, um, prior to them getting board with a distributor. Um, and then the distributor, I don't know whether they've seen it in our stores or others, or they've been approached by the producer, but they end up taking them on. Um, and I think partially that would be because their business is, is growing. So, um, but back, back to what you were saying, um, yes, yes. It, it, in my opinion, um, I think it's great when the producers, um, they're on board with a distributor, you know, get on board to coming around to the, to the stores. I think it's relationships are really important to us, um, with our suppliers and producers. Um, and it's a great way of, you know, strengthening that relationship. So yeah.

Yeah. It doesn't matter what size business you are. It relationships are such a big part of it. Isn't it? Aren't they

Very big part massive <laugh>

Yeah. So we're gonna take a quick break, but I wanna come back and talk to you about landing the first order with you. And I know part of that is also how you build relationship with you. So let's just come back and talk about that in a moment, Christina

Margins, pitching systems, selling more products and putting more money in your pocket accelerates when you start investing in these three things, getting your product into more consumer's hands isn't as easy as clicking your fingers, but it is as easy as following a formula that's purpose built for you. You can cobble together elements of these independently of one another by grabbing free stuff. But food print's formula is carefully crafted by me a food and drink business expert for you. It's suite of sales, marketing, money resources, all work together seamlessly. So you, your advisors, partners or collaborators can focus on what really matters your customers with features like a margin calculator. You can turn uncertainty about your margins into assurances that you and your intermediaries will all make money from the get go. You can even take your pitching skills next level by following my tried and tested script, that will help you know what to say and coaching sessions to test your impact, make more sales by having a food and drink scaling support crew at your fingertips with Foodpreneurs Formula®. If you wanna learn more accounts, get your product in more consumer's hands and put more money in your pocket. I'd love to coach you go to females in food.com and get on the wait list for Foodpreneurs Formula®. Our next enrollment opening is approaching really quickly. Spots are going to fill up. So put your name on the wait list@femalesinfood.com.

Okay. So Christina, somebody, uh, approaching you, like, say for instance, you talked about the seasoning everything, but the bagel or before, and how she sent you an email one sentence, there was a photo in it and it was price. And she said, contact me if you wanna hear more. And you know, it was right time, right place, right. Photo, right price. It really worked. So sometimes there's a gap between, uh, approaching a supplier them saying yes, and then actually them placing that first order. Not always, but sometimes. And that's a time of absolute anguish for brand owners. What are the keys for you that you wanna see F printers take to make it easy for you to place that first order?

Okay. Well, one big thing that's important for me is the product has to have a point of difference. Um, you know, what makes your product better, that other brands that we may already stock or other businesses that are, um, that have similar products to yours that we've also been approached by? Um, so point of difference, um, is up there as being one of the most important things from my perspective mm-hmm <affirmative> um, so

You've also said to me in the past that you, you take the risk when you are onboarding a new brand. So you don't really like it. At least maybe you can, uh, confirm this, but you think it's a little bit rich when someone expects cash on delivery or, um, because, because you are taking the risk and perhaps

They could that's

Yeah,

Yeah, yeah. So that, I'll, I'll, I'll start with saying that a big challenge for us is shop space. Um, it's and, and as I mentioned earlier, we, as in independence, um, we operate differently to the big guys and don't have a dedicated buyer. Um, and, and decisions are usually made by me, my business partners or, or managers. Um, so we're still considered a smaller business, um, you know, and for, for new producers, with new products, um, yeah, it's a little bit disconcerting when they, they wanna charge C OD on something when we are the ones taking the gamble, um, the way, the way we see it is, uh, give us a little bit of time to sell the product first. Mm. Um,

And help us do that too with

Sampling that's right, right. Yeah. It's almost as if, you know, why should I take a product off my shelf to put yours when that product's already moving really well? Um, yeah, that's, that's a way of, one way of looking at it. Um, so yeah, things like don't charge C O D. There are, there are other, um, uh, some arrangements we have with some of our suppliers is what we call one in one out where we'll take, um, to take delivery of the stock. Um, the, the supplier gives us the time to sell it. And then when we place our second order, that's when we pay for the first order. Um, and, and I find that, um, that's a great way to start, uh, sometimes with smaller suppliers, um, cuz then you're giving us that opportunity to sell the product first. Um, and what about minimum

Order quantities? You know, when maybe not, you don't wanna take a

Full cast. Oh, that's a, that's a big one for us. Yeah. Again, I don't, um, I think it's important that you, uh, give us the opportunity to, um, on a first order, uh, to order a, a minimal amount. So something like six units instead of a whole box of 12 or 24 as, um, some suppliers, um, have as a carton quantity, um, for a first order, 24 is definitely too much. Mm-hmm <affirmative> um, sometimes even 12 is too many. So, um, having that flexibility when you are starting off particularly, um, to perhaps say, yes, I'm happy to offer you six or if you only want three units or, or whatever it is that, um, sometimes it's just, you need that foot in the door. Mm-hmm <affirmative> um, and I love that and it take, it takes time for products, um, you know, to, to build in sales. Um, and do you have a rule of

Thumb around that in terms of the chance that you give somebody?

So well, gen generally my preference is, um, you know, to try say six units. I think six units is fair. Um, and, and, and then go from there, but I don't want, um, businesses producers, sorry to just come in, say, Hey, here's the six units. And then off they go, um, there needs to be some support that comes with that. And I find, um, things like coming in and doing tastings, supporting your product, getting it out there, um, getting people to taste it so that they know why your product, you know, why they should buy your, you know, $12, 18 product as opposed to buying the one sitting next to it on the shelf. Um, and you know, we've had a lot of suppliers that have had great success, um, after sampling and it's, and it's not just a one off thing that you do, it's gotta be, uh, a regularly scheduled thing in my opinion, to, to, to make the most out of it for your product.

Mm-hmm <affirmative>, mm-hmm <affirmative> and you'll accept bookings for say, I don't know, every other week or something to, to ramp it up, like, how do you guys make that work?

It's something that, um, suppliers will arrange with either our deli manager or grocery manager. Yeah. Um, and, um, we'd love to do tastings weekly if possible doesn't always happen. But, um, <laugh>, um, it's also great theater for the customers, something happening in the store. Um, you know, not, not every customer's gonna be interested, but you'll find that, you know, if your product's been in the store for two weeks and you haven't done any tasting, then I've got six products on the shelf. Maybe in that first two weeks, I might have only sold one product. But if you come in and do the tasting, like I think guaranteed you'd be selling it at least a minimum of 10, you know, I've had some suppliers sell up to over 60 units in the space of four hours. So it's a great tool.

Yeah. Yeah. I bet you particular categories would do better than others right around that, you know, like,

Um, it, it depends. I mean, I've had, uh, small suppliers, I've got one company pepper and spice that does chili oil and chili chocolate, and it's all, um, you know, made here in Sydney. Um, and he, he, he and his sister, they always do really well on these tasting days. Um, you know, and then, and their product does have a slight point of difference to other chili oils just in the chilies that they used and that they used. And, um, uh, he's also, he's a really good salesman too. <laugh> on the day when he's TA

He can talk the talk,

He can talk, he can talk. Yeah. <laugh>, you know, but yeah. So what my, what I was getting at is that like, when he comes in, um, yeah, he he's really good at selling the product on the day and if people don't necessarily buy it on the day, they know it's there for next time

And they associate the brand with his personality too. I bet. Like

It's just most highly likely. Yes. Yeah,

Yeah. Is he fun? Is he,

He, is he fun? Yeah. He's just really good with people. So I think, um, you know, not everybody has that, um, that trait, but when you're doing the tastings, it is really important to have somebody there that's a good people person.

Mm.

Yeah. So it's, it's not necessarily just about here, here, taste my product. Um, it's about building that instant rapport with a customer. Yeah. Cause you're right. Sometimes it is about the personality. Mm-hmm, <affirmative> not necessarily just about the product.

Yeah. I've got a, um, I'll give a free kick to one of my Foodpreneurs Formula® members. Who's doing extraordinary, well landing a stockers every other day. And she's from the Northern territory, she has seasonings and spices. It's um, uh, I've just got a middle aged brain fog in the name, or I wanna give her a fake kick, but what I was gonna say is because she's such a rapport builder, you know what I mean? Like she's just, she cracks jokes. She's so funny. Her name's, um, Julie and it's, uh, Pinterest salt. That's what it is. Yeah. And, uh, where I'm watching her have astronomical success at the moment, and she's made a game of it, you know, with, um, cracking jokes with people and getting to know people. And it's all about the rapport. So

A hundred percent, I'm definitely in agree in agreeance on that one.

So, um, I wanna know what some examples and, you know, maybe the category or the brand, or the name that you consider your golden children and maybe, you know, you've just mentioned this guy who does sampling really well, but you know, what are others, particularly in the grocery section of your business? What do you love about them and why are they so good for your business?

Um, okay. Well, the pepper and spice is the, the brands that I was just talking about. Um, Lord and lion is another one. So she's a local Sydney local as well. Um, who had, she's had, um, this business on the side, um, it's Sri Lankan. She does Sri Lankan spices, and then, um, and T and things like that. And then I've got another company, um, Marella Grove who does, um, extra, extra Virgin olive oil. Um, and they're, they're new, new south Wales, local. Um, but what stands out for me with them, it's just not, not only are their products great. Um, you know, we've built up a great, a great relationship with those three. Um, not just those three, of course there are others that we've had and have built up great relationships with, but we've managed to build that great relationship and we have lots of support from them.

Um, and, and when I say that, I mean, things like these tastings or if we do, um, if we have, um, these market days, which is usually organized by center management, you know, they're, they're on board to come and do that. Um, and another part of it is that is the, the marketing side of it. So, um, there's a lot of cross marketing, um, mostly through social media, but, um, supplies like these three, um, there's constant there's things constantly going on. Um, in, in regards to the marketing, you know, if they're on Facebook or Instagram, they they're always sharing stories. They tag us things like that.

They're um, the cross promotion is important. Isn't it? To drive traffic to your stockers, to you.

Yeah. Very, very much so. Very much so.

And what about somebody, alternatively, who's really made angry behavior.

Yeah. There's one that jumps to straight away on that would, don't be pushy. It's really is the biggest turn off. Um, and quite simply, uh, from my perspective, I've actually cut suppliers, uh, just because of their behavior. And for me, I don't care less how, how well their brand sells. If, if, um, if, if the way they treat you is poor bullying or being pushing, um, uh, yeah, I don't wanna deal with people like that.

Um, it, back to relationship like you were saying earlier too, doesn't,

It's just like I've had, um, not gonna obviously mention any names. No. Um, you know, sometimes we've had suppliers where, you know, we might missed due and to think that perhaps, you know, we've just overlooked it or, you know, the invoice may have gone missing, um, and, and they become rude and abusive about it. And, you know, sometimes it's just a simple mistake from our, so mm-hmm my thing is to work, not us on against us. Uh, cause cause the way I see it is that we're doing newer favor by having you on our shelves. Mm. Um, so that that's, that's really important. Yeah.

Yeah. Yeah. And long memories too, a we all know each other.

Yep. Well, I, this one, um, this one company where I had a bad experience with, um, where we'd had a product in store, uh, at Christmas time, it sold out. So I asked my grocery buyer to order another couple of boxes or one, whatever it was, but the supplier decided to send 10 and then we actually got stuck with the product. And then when I spoke to them about it, they said, oh, your buyer bought, that's what they ordered. And when I spoke to the buyer, well, no, that's not what the buyer ordered. And then we got stuck with it and they didn't wanna, you know, even bend to help us out to move the product or, you know, give us a discount or whatever. Um, so I actually ended up cutting that supplier. <laugh> I won't deal with people like that. You know, it's a two way street and that's like you said, the relationship is really important, but it's a two way relationship sometimes we'll to help you, but sometimes you need to, to help us.

Well, definitely. I think, um, the more mutuality there is in any relationship and business, especially then you're there for the long haul it's old school to be. I mean, not that I think I've ever condoned violence or aggression, but we're, we're all in this together. <laugh>

Yeah. Like

That won't be nuts otherwise. Well, okay. So I love what you've talked about with, um, you know, mutuality relationship supporting you, um, which in turn supports the brand to grow anyway. And you talk about cross promotion and all the unreal examples that you've given. So it's such gold today. Christihristina thank you so much. I'm wondering though, just as we wind up, is there one thing that we haven't talked about or that you wanna let, uh, brand owners know that is really important to you that they should be doing or stop doing or something that you see that you wanna kind of let them know about?

Oh, I guess, yeah, probably just a bit of a recap of what we have to start. So when you're approaching us, um, with your products, um, don't bombard us. Um, yeah. And, and get to the point, especially if you E email, even if you're walking in, um, get to the point with the, with the product, your product offering. Yeah. Um,

Have you pitched down pat?

Hey, yeah. Get your pitch down and a huge thing as well would be, make sure you offer a sample and a sample. Doesn't have to be like, you know, your retail size jar, you can organize to get those, you know, little, little samples and that's enough for us sometimes it's just, you know, you just little quick taste to see product is, um, it's more for us to, is it better? What we've already had is what we, um, what than, than what we, um, what, what else we've seen out there in the market? So yeah, they're, they're, they're probably my two main points.

You know, what I love about what you've just said too, is that, and I know you're a specialty grow and, uh, have other strings to you Bo, but you didn't actually mention price. And I think that's kind of the difference too, with, uh, your sub-channel, you know, like you it's, it's not just being, uh, competitively priced, like that's part of it, but for you, you wanna offer your consumers something different. Like you've spoken a lot about point of difference. And I, I teach and coach on that too. It's very important. Yeah.

Well, even us as a brand, we wanna have that point of difference. You know, I don't wanna be like the major supermarkets, um, you know, yes, we may have, you know, small amounts of same offering that they do. Um, but our biggest point of difference is having that, um, you know, there's gourmet items that are hard to find, um,

Often

You'll de

Yes.

Yes. Quality's very important for us. So, um, you know, a lot of these, uh, up and coming businesses that we often hear from, um, they really are in line with, uh, the mentality that we have.

So yeah, there's

A value and, and the type of products that we want. So yeah,

Sometimes when, um, or often when brands get listed by the majors, as some of them want to do, I mean, many of my people, their values aren't aligned with the majors, but sometimes you did list them, don't you from your stores. Cause,

And that's really, that's really important to me. Um, independence working with independence really. Uh, and yes, I have delisted products that have, um, you know, great for them. They've done well with their business to get, you know, they've kicked it up to a point where they can get into the majors. But, um, there, there have been products historically that, uh, we've ended up taking off the shelf after they've been into the majors. Um, because as I said, we don't wanna be like the majors. No. And then it's almost like the ball rolls again for us and have to go find another new product. So it's, um, it's, it's almost like a, a little bit of a roundabout <laugh> yeah,

Yeah. Never a dull moment.

No, never a dull moment, but that's not to say that every single product that gets into a supermarket is gonna be taken off our shelves because that it's not like that. No. Um, you know, if, if, if products are still moving well and yes, they're still in the majors, I'm not, I'm not gonna take them off the shelf.

Mm. It depends.

It's it depends. It, it does, it really does depend. So

I know when I go into, you know, I shop in places like your stores and I'm looking for something special. Yeah. And I know I'm gonna probably pay more than, well, I don't get it other places. And that's what I like, you know? Yeah. That's what I, but I'm a foodie and a cook <laugh> so Christina, where can people find out more about you and come see you?

Okay. So, well, my business is called Panta CCAO and, um, I think I did mention the store locations earlier, but we have, uh, stores at BComm Hills. Lecard in marketplace, uh, Macquarie center, Maryville, Metro, and in, uh, south village at ki away. So that's where they can physically come and find us otherwise. Uh, we have our Facebook and Instagram, um, both are at Panta Macao and our website, which is Panta com

Amazing. And I just wanna say thank you because you are super busy and I, I know that this would be a really, really helpful, useful episode for all my arsons and producers. And I know that you are very keen to support them too. So thank you for your time.

Thank you, Chelsea.

Okay. That's it for today. Thanks for listening. I hope you found today's insights valuable and learned something that you will implement in your food and drink business right away. I'd like to ask you now to help me help more female foodpreneurs put more money in their pocket by giving me an honest rating, five stars would be lovely, but that's up to you. Write a review and subscribe to this podcast on your platform of choice. The more you tell me, what you like, and the more momentum builds for Foodpreneur with Chelsea Ford, the easier it will be for me to help women with packaged food and drink brands have more choice on how they can invest in their business. Freedom to spend more time with their loved ones and joy as they help even more people on their food journey. So thank you for taking a moment to do that and see you next week. For another episode of Foodpreneur with Chelsea Ford.