If you’re a product-based founder trying to get your product into retail stores, stay on shelf, and build a brand that lasts, this Shelf Talks episode with Julie Smolyansky, CEO of Lifeway Foods, is required reading.
Julie’s journey isn’t just inspiring, it’s a masterclass in retail strategy, category creation, and long-term brand building. From immigrant roots to leading a publicly traded, category-defining brand, her story is packed with practical insights founders need before pitching buyers.
Below, we break down the biggest lessons from this conversation, listen to the full episode on Apple Podcast, You Tube or Spotify (links at the end)
From Immigrant Startup to National Retail Brand
Lifeway Foods didn’t start with venture capital, a polished pitch deck, or a massive marketing budget.
Julie’s parents immigrated to the U.S. from the former Soviet Union with just $116. What began as a small ethnic food business eventually led to the discovery of kefir, a fermented dairy product that had existed for over 2,000 years but was virtually unknown in the U.S. market.
Without a business plan or logo, Lifeway launched a product that would eventually create an entirely new retail category.
Tip: You don’t need to invent something new, sometimes the opportunity is introducing an existing product to a new market the right way.
Becoming CEO at 27 and Leading Through Doubt
Julie officially joined Lifeway Foods in 1997 and became CEO at just 27 years old after her father passed away.
As a young woman leading a public company, she faced immediate skepticism from investors, industry peers, and even people close to the business. Instead of letting that doubt derail her, she used it as fuel.
Her leadership mindset is something every founder can learn from:
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Confidence comes from knowing your value, not waiting for permission
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You only need one person who truly believes in you to move forward
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Results, consistency, and execution silence critics faster than explanations
How Lifeway Got Into Retail Stores Without Paying Slotting Fees
Lifeway did not pay slotting fees to get into retail stores for decades.
Instead, they focused on:
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Building a loyal customer base first
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Educating consumers through in-store demos and grassroots marketing
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Letting customer demand pressure retailers to bring the product in
Julie even shared how she personally called grocery stores pretending to be a customer asking for Lifeway — creating inbound interest from retailers.
Key lesson for founders: When consumers ask for your product, buyers listen.
Community Is the Real Growth Strategy
Before social media marketing was a job title, Lifeway was already building community.
Julie recognized early that:
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Authentic founder-led storytelling beats expensive ads
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Showing up consistently builds trust
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Community creates longevity not just short-term sales
Lifeway was one of the first brands on Facebook and Twitter, using those platforms to educate, engage, and humanize the brand long before it was common practice.
Timing Matters More Than Trends
Lifeway didn’t rush every innovation to market and that discipline mattered.
Julie explained how they held back products like farmer cheese for years until the consumer and retail environment were ready. When cottage cheese finally surged in popularity, Lifeway scaled at the right moment landing thousands of new retail doors.
For founders, this is a critical reminder:
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Being early can be just as risky as being late
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Not every trend is ready for mass retail
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Retail buyers reward brands that understand timing
Marketing That Keeps You On Shelf
Winning shelf space is hard. Keeping it is harder.
Lifeway stays top-of-mind through:
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Unexpected brand activations (Fashion Week, NASCAR, Coachella)
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Strategic partnerships (smoothie bars, fitness studios, wellness brands)
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Education-driven marketing around gut health and food as medicine
Their approach proves that velocity comes from relevance, not constant discounting.
Food Is Medicine and Consumers Are Catching Up
Long before “gut health” was trending, Lifeway was educating consumers about probiotics and fermented foods.
Today, with kefir officially recognized in U.S. dietary guidelines, the company is meeting a moment decades in the making.
Julie’s insight here is critical for founders in health, wellness, and food:
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Education builds trust
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Science-backed storytelling wins long-term
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Consumers are smarter than ever and they reward transparency
What Product-Based Founders Should Take Away
If you’re building a brand for retail, Julie Smolyansky’s journey reinforces a few timeless truths:
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Retail success is built before the pitch
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Community creates leverage with buyers
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Discipline and patience protect your margins
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Authenticity scales better than hype
This episode of Shelf Talks isn’t just a founder story it’s a retail strategy playbook.
Want the full conversation?
Listen to the complete episode of Shelf Talks with Julie Smolyanski, CEO of Lifeway Foods, on Spotify, Apple Podcast or You Tube for even deeper insight into building her brand in retail.
Spotify: https://open.spotify.com/episode/0Y1T2fzBWP9aT5YDvJmxZ4?si=ef990cf75fa74646
Apple Podcast: https://podcasts.apple.com/us/podcast/how-lifeway-foods-went-from-immigrant-startup-to-national/id1773675543?i=1000748886967
You Tube: https://youtu.be/an5NZ_vt2WM
Shop Lifeway Foods: https://lifewaykefir.com/
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