Before You Make It
Concept validation and category reality — before you spend a dollar. The four-question kill test, the margin stack, and why "everyone loves it" is not a data point.
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Home / The Shelf Series
The playbook they don't hand you at the buyer meeting.
Six books that take a food founder from concept to national distribution — written by a broker who spent twenty-four years as the retailer, the category buyer, and the distributor you're trying to win over. Real numbers. Floor-level examples. Every chapter ends with the honest part: where this gets hard alone.
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Every dollar comes back. Whatever you pay for the Shelf Series is credited toward your first month of LaunchPad or Growth. Read first, decide later — the purchase is risk-free either way.
Built to Sell
Product to retail-ready: COGS the way a buyer computes it, co-man math, GS1 done right the first time, and the outdated nutrition panel that kills deals.
$29ebook · instant
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Your First Shelf
Independents first — the only place velocity is cheap to buy. The 90-second walk-in, route planning, and turning 20 stores into a story a chain believes.
$29ebook · instant
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Getting Distributed
KeHE, UNFI, DSD — and the true price of "yes." Slotting, free fills, MCBs, deductions, and why distribution without a pull plan is CPG's most expensive mistake.
$29ebook · instant
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The Buyer Meeting
Category reviews, the show circuit, and the twelve minutes that decide your year. What buyers actually ask — and the four answers that end meetings early.
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Scaling Without Breaking
Regional to national without going broke or getting discontinued. Velocity thresholds by channel, trade spend, broker math, and reading the 90-day warning signs.
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The Complete Shelf Series
All six books — plus the one you can't buy alone.
- Includes Books 1–6, the full concept-to-national playbook.
- Bundle-only bonus Don't Sign That — contract red flags across broker, distributor, and co-man agreements: missing commission tails, absent audit rights, termination traps. Most founders have no idea what they've signed.
- The credit Your $97 applies to your first month of LaunchPad or Growth.
$97Complete series · $203 value
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