Breaking into retail can feel like a black box for emerging founders. There’s no single playbook, timelines are unpredictable, and buyer expectations often feel unclear. But every once in a while, a founder story cuts through the noise and shows what it actually takes to go from idea to shelf and then scale.
That’s exactly what Jillian Salinas, founder of Beach City Coffee, has done.
What started as roasting coffee in a popcorn popper has evolved into a fast-growing, woman-owned brand now sold in Whole Foods, Walmart, and Kroger, with expansion into Costco underway. Her journey offers a clear, practical look at how to build a retail-ready product brand, connect with buyers, and drive real performance once you land on shelf.
Building the Foundation Before Retail
Like many founders, Jillian didn’t begin with retail in mind. Beach City Coffee started organically rooted in passion, curiosity, and a desire to create something better.
She and her husband began roasting coffee at home while in college, initially as a hobby. As demand grew among friends and family, the business evolved into a small but consistent operation, eventually supplying coffee to local tech offices in Santa Monica.
This early phase was critical. It allowed Jillian to:
- Refine her product quality
- Build initial demand
- Develop a repeatable revenue stream
In other words, she validated the product before ever stepping into retail.
That foundation became essential when an unexpected shift forced her to rethink the business entirely.
The Pivot That Sparked Retail Growth
When COVID-19 hit, Beach City Coffee lost its core customer base almost overnight as offices shut down.
Instead of pausing, Jillian made a decisive pivot into retail a move many founders delay until they feel “ready.”
Her initial target was ambitious: Whole Foods.
Not because it was easy, but because it aligned with her brand’s positioning organic, premium, and values-driven.
A Modern Approach to Getting in Front of Buyers
Without access to trade shows or traditional networking during the pandemic, Jillian turned to a platform many founders overlook in their retail strategy: LinkedIn.
Her approach was simple, but highly effective:
- She reached out to multiple contacts within Whole Foods, not just one buyer
- Asked permission to send samples
- Personalized each interaction with handwritten notes
- Focused on building familiarity across the organization
At the same time, she submitted through official channels, creating multiple entry points for her brand.
This combination of direct outreach and formal submission increased her visibility and credibility.
Eventually, it led to an opportunity to formally present her product and ultimately, acceptance into the Whole Foods system.
Understanding the Reality of Retail Timelines
One of the most overlooked aspects of retail is timing.
Although Jillian was accepted into Whole Foods in late 2021, her product didn’t hit shelves until early 2023.
This extended timeline highlights an important truth for founders:
Retail operates on long cycles, and patience is part of the process.
Category reviews, onboarding, distribution setup, and internal retailer changes can all delay launch dates often significantly.
For founders entering retail, managing expectations around timing is just as important as securing the initial “yes.”
What Drives Sales Once You’re on Shelf
Landing a retail account is only the beginning. Sustained success depends on how well a product performs once it’s in stores.
For Beach City Coffee, early traction came from two key factors:
Strategic Packaging
In a crowded category filled with visually complex designs, Jillian chose simplicity. Clean, minimal packaging helped the product stand out while clearly communicating quality and values.
In-Store Sampling
Rather than relying solely on shelf presence, Jillian invested heavily in demos and sampling.
By personally engaging with customers and later building a team of brand ambassadors she was able to:
- Drive immediate trial
- Communicate the brand story directly
- Gather real-time feedback
This hands-on approach significantly contributed to early velocity, a key metric for retail success.
Expanding Beyond a Single SKU
Beach City Coffee initially launched with one SKU, but expansion into additional retailers required a broader assortment.
Retailers like Kroger, Walmart, and Costco often look for brands that can offer multiple products, allowing for:
- Greater shelf presence
- Flexible assortment planning
- Increased sales potential per brand
By expanding her SKU lineup, Jillian positioned Beach City Coffee for wider distribution and stronger buyer interest.
This shift demonstrates a critical growth lever for founders:
Assortment strategy plays a major role in retail scalability.
Navigating the Operational Realities of Retail
As the business grew, Jillian encountered operational challenges that many founders underestimate.
Inventory Management
Retailers do not automatically restock products as quickly as founders might expect. Out-of-stocks can persist unless brands actively monitor and follow up.
To address this, Jillian implemented systems (that her husband created) to track inventory across stores and ensure timely reorders.
Production Control
By continuing to manufacture her product in-house, she maintained flexibility in production, allowing her to respond quickly to demand changes and avoid delays associated with co-packers.
Distributor Relationships
Like many emerging brands, she navigated the “chicken-and-egg” dynamic of distribution leveraging her retail acceptance to secure a distributor partner.
These operational insights reinforce an important point:
Success in retail requires ongoing management, not passive participation.
Scaling While Staying True to Brand Values
Even as Beach City Coffee expanded into national retailers, Jillian remained committed to her original values:
- Fair trade and organic sourcing
- Sustainable, compostable packaging
- High product quality standards
Rather than compromising to scale faster, she used these elements as differentiators strengthening her brand’s position in a competitive category.
This consistency has become a key part of the brand’s identity and appeal.
What’s Next: Expanding Reach and Channels
Looking ahead, Beach City Coffee is preparing to enter Costco through roadshow activations an opportunity to drive high-volume trial and test performance at scale.
At the same time, the brand is expanding its product line to include:
- Ready-to-drink cold brew
- Cold brew concentrates for foodservice and hospitality
These additions reflect a broader strategy: diversifying channels while continuing to build retail presence.
A Practical Blueprint for Retail-Ready Founders
Jillian Salinas’ journey offers a clear takeaway for product-based founders:
You don’t need a perfect plan to enter retail but you do need to take action.
Her success was built on:
- Consistent outreach and relationship building
- A strong, differentiated product
- Willingness to do hands-on work in stores
- Strategic expansion over time
For founders looking to get their products on shelves and keep them there these are the fundamentals that drive results.
Listen to the full episode on Apple Podcasts, You Tube and Spotify
Spotify: https://open.spotify.com/episode/0zTFzLy0lyKBaOmyHZHAnF?si=6bfdc04aa2fe4bbc
Apple Podcasts: https://podcasts.apple.com/us/podcast/jillian-salinas-of-beach-city-coffee-how-she-landed/id1773675543?i=1000763780958
You Tube: https://youtube.com/shorts/nSKacJru9zg
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