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  • In a recent “In the Know” webinar, longtime supermarket consultant and CPG executive Guy Conte shared lessons from his 40+ years in the industry. The session, Breaking Through the Shelves: 10 Keys to Success for Emerging Brands in Supermarkets,(Opens in a new window) offered a candid roadmap for makers navigating the complexities of retail.  

    Here are the top three takeaways for food entrepreneurs ready to grow their brand without getting lost in the aisle. 

    Price for Value, Not Survival 

    According to Conte, one of the most common mistakes emerging brands make is setting price based solely on cost. While understanding every detail of your cost of goods is essential, he emphasized that price must reflect the value you offer, not just the expenses you’re trying to recoup. He recommended viewing pricing through the lens of customer perception and long-term brand health. 

    Brand Awareness Must Be Built 

    A great product alone won’t get you off the shelf. Conte pointed out that even with $40 million in sales, the cookie company he once helped scale only had 9% unaided brand awareness. So how do you stand out? Invest in compelling packaging, influencer partnerships, sampling strategies, and social media that make people remember your product before they even step into the store. 

    Operational Excellence Is Key 

    Getting onto retail shelves is only half the battle; staying there means being relentlessly reliable. Conte underscored the importance of tight operational systems, from on-time delivery and clear billing to forecasting, inventory management, and logistics.  

    “If you're out of stock on a promotion, the retailer gets the blame,” he warned. “They won’t forget it.” 

    He also urged entrepreneurs to think about the presentation of their sample kits, warning against “brown box and bubble wrap” approaches that undermine professionalism. A well-designed sample box, a clear pitch deck, and clean data sheets can be the difference between a pass and a partnership. 

    Bottom Line 
    Breaking into supermarkets isn’t about swinging for the fences. It’s about disciplined, strategic moves that build trust, awareness, and profit. As Conte put it: “It’s a marathon, not a sprint.” With strong margins, standout marketing, and sound operations, emerging brands can do more than make it to the shelf, they can own it. 

    Want to access future sessions like this? Reach out to membership@specialtyfood.com to learn about joining the Specialty Food Association and gaining access to our expert-led webinars, resource hub, and more.