Many food and drink founders dream of landing their product on the shelves of the major supermarkets. But why do they make it so hard for Foodpreneurs to do so? In this episode of Foodpreneur with Chelsea Ford podcast, I chat with Allen Roberts, a former FMCG senior executive with food giants like Vegetable Oils which became Goodman Fielder, Cerebos the makers of Fountain Tomato Sauce and Dairy Farmers.  Allen and I talk about the big issues for small brands when working with the majors and the multiples. We go beyond just speaking of the crippling price promotions asked of brand owners and retailers copying innovative products. We give insight into how to make it work, if this is the pathway you choose. If you’ve got the patience and willpower to commit to the long-game, it’s ‘relatively’ easy! 😉 If, however, you are pulling your hair out or have not yet got beyond the Pollyanna perspective, listen now to uncover: 🏪 What the impact of the duopoly in the Australian grocery industry really means for small business owners. 🏪 How to be successful with the supermarket giants and what you need to give up in order to do so. 🏪 How much of a threat Aldi really are and what play they’re making in the market. 🏪 How to make an independent supermarket business model work. 🏪 The compounding effect of the supermarkets’ phantom brands. And… we have some fun with marketing jingles and their memorability. LINKS & RESOURCES: Foodpreneurs Festival -  Your Year’s Worth of Sales & Promotion Opportunities All in One Day!Tickets to Foodpreneurs Festival (there are still limited Early Bird tickets on sale!)Your Free Pitch Plan (new updated version)Become A Festival InsiderAllen’s LinkedInStrategy AuditThis episode is brought to you by Foodpreneurs Festival, bringing packaged food & drink brand owners, retail buyers, media & industry experts together under one roof. Foodpreneurs Festival on May 17 in Sydney, includes a packed schedule of events, including: note taking-worthy talks; expert panel discussions; networking and collaboration opportunities; business-building sessions with industry experts; an exciting showcase of the latest and greatest food and drink products (including yours!); and loads more to help foodpreneurs get their products on retail shelves, land in more consumer baskets and put more money in their pockets! Whether you’re new to the food and drink industry, or a seasoned Foodpreneur, get ready for an epic celebration of all things food and drink at the 2024 Festival! But that’s not all! In an opportunity that’s 64 times bigger than last year, Foodpreneurs Festival is hosting a thrilling event for packaged food & drink brand owners to take their shot* at coming face-to-face with retail buyers and getting their products listed on retail shelves. Tickets are now on sale via Eventbrite until sold out. * Terms & conditions apply. See website for the details.