If you're an indie food or product brand dreaming of seeing your products on retail shelves, Rachel Klein’s story from Shelf Talks podcast Episode 3 is a masterclass in scrappy growth, product passion, and fearless retail leaps. From whipping up almond butter in her kitchen to launching in 1,000 Walmart stores, Rachel’s decade-long journey is packed with hard-won lessons and actionable tips.
Here are six steps inspired by her story to help you get your product into retail stores.
Here’s how she landed in retail from Episode 3 of Shelf Talks Podcast, listen to the full story on your favorite podcast platform including Spotify and Apple Podcasts (link to episode below).
1. Start Small, But Start Smart
Rachel began by making almond butter for her family and testing it at farmers markets. Her key move? She didn’t cut corners. Even at that stage, she committed to using premium ingredients and refining a consistent recipe — something that would later be essential for scaling.
Your Move: Use local markets or online shops to test your product and get direct customer feedback. Build a strong product identity and make sure it’s something you can consistently reproduce.
2. Go Legit Before You Go Big
When Rachel decided to pursue retail, she learned about food laws, commercial kitchens, and certification requirements. She made sure her operation could stand up to health codes and scrutiny.
Your Move: If you’re still producing at home, learn your state’s cottage food laws. Once you’re ready to scale, secure access to a licensed commercial kitchen and get your business retail-ready with the right certifications.
3. Get on Local Shelves
Before Market District discovered her product, Rachel had placed Revival in a dozen small local shops. This grassroots visibility led directly to her first big break: a buyer discovering her product while comp shopping.
Your Move: Pitch your product to local independent grocers or specialty retailers. These stores give your brand credibility, shelf presence, and a launching pad for being discovered by bigger retailers.
4. Be Ready to Say “Yes” — and Then Figure It Out
When Kroger and Walmart came calling, Rachel didn’t have a co-packer, logistics team, or even a fully scalable system. But she said yes — then scrambled to meet the demand, calling on friends, learning about distribution, and even hand-labeling jars when a barcode misprint nearly derailed everything.
Your Move: Don’t let lack of readiness stop you from saying yes. But once you say yes, build a support system fast: find a co-packer, understand EDI systems, and work with mentors or consultants who’ve been there. It's even a better strategy to vet out those additional needed systems and support prior to pitching so you have an idea of the cost and execution once you are ready.
5. Build Buyer Relationships — Human to Human
Rachel’s transparency and consistent communication helped her buyers trust her — even when problems came up. One even supported her exit from Walmart in a way that minimized losses and preserved goodwill.
Your Move: Treat buyers like collaborators, not gatekeepers. Be honest, follow up consistently, and maintain professionalism. People buy from people, and good relationships can smooth out inevitable bumps in the retail road.
6. Know When (and Where) to Walk Away
Despite scaling to Walmart, Revival Food Co. eventually pulled out. Why? The customer wasn't quite right, and the high costs of doing business with Walmart outweighed the benefits.
Your Move: Be honest about your product's fit — both with the retailer and your ideal customer. Bigger isn’t always better. Sometimes thriving in the right stores is better than just being in more stores.
Final Thought: Rachel’s story is a reminder that there’s no perfect path — but there are smart, scrappy, intentional steps that can lead you from your kitchen counter to national shelves. Stay mission-aligned, be bold, and take the steps prior when it comes to exploration to be ready to say yes when big retailers start calling.
Want more founder tips like this?
🎧 Listen to the full Shelf Talks episode: “How a Personal Wellness Journey and Magical Delusion Led to Rachel Klein to Start Revival Food Co” for even more tips and behind-the-scenes gems wherever you stream your podcast including Spotify and Apple Podcasts.
Want more founder insights? Follow us on Instagram @shelftalkspodcast
Listen to this episode on Apple Podcast: https://podcasts.apple.com/us/podcast/how-a-personal-wellness-journey-and-magical/id1773675543?i=1000673781975
Listen to this episode on Spotify: https://open.spotify.com/episode/52WeQDxjt2veytsf9j8XEG?si=b78479a9e79c4d6e
Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book
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