Foodpreneur with Chelsea Ford

Hosted by Chelsea Ford

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165

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Jun 2026

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EN-AU

About the show

Imagine a consumer packaged goods (CPG) industry where both small and large players coexist on a level playing field, consumers have choice, there’s integrity in what they’re buying and they experience innovative, sustainable products. In this weekly podcast, hosted by founder, award-winning coach, consultant & small business advocate, Chelsea Ford, you'll hear interviews with incredible founders and hard-to-reach industry specialists as well as practical and actionable content that directly supports your CPG business to grow, become more profitable and thrive. Learn more at www.chelseaford.com .

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June 2, 2026Episode 1651 hr 12 min

#165 Industry Insights from Foodpreneurs Festival 2026

Send us Fan MailIn the eighth and final episode of Season 17 of Foodpreneur with Chelsea Ford podcast, I am joined by Helen Johnston, co-founder and creative director of Honey and Fox, and Henry Nevile from the Natural Foods Trading Company - two industry insiders who were on the ground at both the BiteBack Awards and Foodpreneurs Festival on 21 and 22 May. Both were there last year, too.Together, the three of us unpack what actually happened. What stood out at Stickybeak Station, our product showcase. What Brand Story Studio revealed about where emerging brands are right now. And what Helen and Henry observed about the sophistication of this year's attendees' businesses.More than 15 brands are named throughout the conversation - not as a roll call, but as real examples of what's working, what's standing out on shelf, and what the market is telling us right now to help you grow.And after four years of bringing the event to life, and ten years working directly with emerging brands, I share what I’m seeing across the market and give you practical advice to help you grow your sales and brand faster.If you were at the Foodpreneurs Festival, this is your recap. If you weren't, prepare to take notes - this is your free advisory session.Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.LINKS & RESOURCES:Collide DrinksIntentional TeaMulled BeveragesUproar SnacksSpicetubOaty ButterSeedy FoodsCoast N SmokeFabio SodaUmei FoodsMade4ChangeUrban ForagerRaffi CookiesGet DressedSweet Pea & PoppyDownload your FREE Brand Story Starter KitHoney & Fox websiteHoney & Fox InstagramFood Marketing AcademyJayne Gallagher LinkedInHelen Johnston LinkedInNFTC websiteNFTC LinkedIn pageHenry Nevile LinkedInYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

May 19, 2026Episode 16443 min

#164 Hanging Upside Down, Spinning: Building a Drinks Brand From Scratch

Send us Fan MailMost people only think about fibre when something goes wrong. It's been sitting in the health aisle, powdered and medicinal, for decades. Nobody had moved it - until now.Priscilla Mellado saw something everyone else missed.Twenty years ago, pregnant and struggling with gut issues, she looked at the fibre category and thought: somebody has to do this better. That child is now 24. And Liquify Drinks is finally here.In episode 164 of the Foodpreneur with Chelsea Ford podcast, Priscilla pulls back the curtain on what it actually takes to build a CPG brand from scratch. The 6,000 bottles she couldn't sell. The 6am fitness classes she shows up to pour tastings. Packing orders - even on the morning of this interview. Priscilla describes it best herself: sometimes it literally feels like hanging upside down, spinning.And yet - she's built something with real substance, and this week she walks into a room of investors and pitches for the future of her business. You're hearing her story right before that moment.This is episode one of two. Priscilla pitches at Foodpreneurs Festival this week. We follow up after. You're coming on the journey with us.Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase - scaling up, landing your first major retailer, or figuring out procurement - NFTC is worth knowing about.LINKS & RESOURCES:Liquify Drinks websiteLiquify Drinks InstagramNFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

May 13, 2026Episode 16345 min

#163 Scaling Bask & Co. Breakfast & Snack Company: The Diagnosis That Took It From 40 to 650 Stockists in 3 Years

Send us Fan MailMany founders sense something is getting in the way of their growth. They just can’t put their finger on what it is.My guest today is Janessa Rutter, founder of Bask & Co., a Coeliac Australia-endorsed breakfast and snack company. Three years ago, Janessa was on the show with 40 stockists and baking her own product. Today she has 650 stockists nationally, including 300 Woolworths supermarkets and a co-manufacturer.In this episode, Janessa and I talk about what actually changed and what had to change, inside and out, before the business could scale. We get into her ADHD diagnosis, what it explained about the imposter syndrome and rejection sensitivity she'd been carrying for years, and why that single realisation was the moment everything shifted.We also talk about the decision to step out of production, how niching into the coeliac community changed her ranging conversations with buyers, and why systems aren't boring; they're the business.If you face personal challenges that get in the way of building a scaling business, this episode is for you.Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.LINKS & RESOURCES:Bask & Co websiteEpisode #75 Overcoming Imposter Syndrome to Land More AccountsNFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

May 6, 2026Episode 16237 min

#162 Scaling a Product: Questions to Ask a Co-Manufacturer

Send us Fan MailFinding the right manufacturer is usually the key to scale. And getting it wrong doesn’t just slow you down. It costs you time and money.My guest today is Naishad Dalal, founder of Food Entrepreneurship Academy, also known as FEA Food Innovation. They take brands from product concept all the way to shelf.In this episode, Naishad and I talk about the red flags you should watch out for when you're talking to co-manufacturers — and the three questions every founder should ask before committing to a co-packer. We also talk about why the wrong fit doesn't just cost you money. Of course it does. But something far more valuable in small business. And that's time.We also break down minimum order quantities and what happens when your packaging format blows your numbers out.If you've ever looked at a shot bottle or a sauce jar and wondered how the math works at scale — listen closely.If you're developing a product, about to go into commercial production, or dealing with issues with your current manufacturer — this episode is for you.Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, landing your first major retailer, or figuring out procurement—NFTC is worth knowing about.LINKS & RESOURCES:FEA websiteNaishad Dalal LinkedInStickybeak Station & People’s Choice Award at Foodpreneurs FestivalNFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

April 29, 2026Episode 16145 min

#161 How to Get Your Food Labelling Right and Use It to Your Advantage

Send us Fan MailDon't treat your label as the last thing you sort before going to print. Retail buyers assess your label before they'll taste your product. They have to. Competitors can scan your claims looking for grounds to report you. A formulation change — even a small one - or a new product launch means you need a compliant label. Every time.Bring compliance into your NPD from the start - not as a checklist, but as a strategic tool. Nutrient content claims, general level health claims, health star ratings — used together, they let you build a marketing story that's genuinely substantiated. One that holds up to a buyer, a competitor, and an enforcer. That's differentiation. And it comes from your regulatory work, not despite it.In episode 161 of the Foodpreneur with Chelsea Ford podcast, Roslyn Anderson — founder of Tastebuddies, a regulatory compliance consultancy — breaks down why your food label is a legal document, not a design asset, and what's actually at stake if you get it wrong.Don't miss this episode - you'll learn:🛒 Why retail buyers assess label compliance before they'll taste your product ⚗️ The ingredients tripping founders up right now🔄 What a formulation change means for your entire regulatory position 🚨 Allergen recalls: what they look like for a small brand, and why your recall plan needs to exist before you need it 📈 Claims stacking: how to use compliance to build brand differentiation and a substantiated marketing storyThis episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase - scaling up, maybe landing your first major retailer, figuring out how to buy smarter - NFTC is worth knowing about.LINKS & RESOURCES:Tastebuddies websiteTastebuddies InstagramNFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderGrab Your Foodpreneurs Festival TicketChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

April 22, 2026Episode 1601 hr 10 min

#160 Brand Campaigns: What Are They and How You Can Create One

Send us Fan MailWhat does it take to build a brand that lives in the hearts and minds of consumers without a big budget, a big team, or a big agency behind you?In episode 160 of the Foodpreneur with Chelsea Ford podcast, I sit down with Mirko Bonmassar, founder of Social Fixation, a marketing agency with a fixation on making brands impossible to ignore. In this episode you’ll learn:🎯 What a brand campaign actually is and why it doesn't have to cost what you think it might🏗️ The difference between building a product, a brand, and a business and why it matters 👀 Who you're really competing with for attention (it's not who you think)💡 The "What If" practise Social Fixation uses to unlock creative campaign ideas 🙌 A case study that proves a great campaign can cost next to nothing and how you can do it yourself 🏆 Why the BiteBack Awards Brand Campaign category is more within reach than you thinkThe BiteBack Awards Brand Campaign category is sponsored by Social Fixation. If this episode has you thinking you've got a campaign worth entering, head to https://foodpreneursfestival.com/biteback-awards/ to find out more.This episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.LINKS & RESOURCES:Social Fixation websiteMirko Bonmassar LinkedInBiteBack Awards webpageHyro websiteNFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderGrab Your Foodpreneurs Festival TicketChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

April 15, 2026Episode 15953 min

#159 What Investors Want to Hear. Lessons from a CPG Investor Hub Winner.

Send us Fan MailShe was hyperventilating backstage. Her cards went everywhere. She ran over time. She was ready to congratulate someone else when they announced the winner.That winner was Theresa Dang from SUP Foods. Theresa won the inaugural CPG Investor Hub pitch competition at Foodpreneurs Festival 2025.SUP Foods is Asian freeze-dried soup cubes inspired by Theresa’s family's greenhouses in Vietnam. Before SUP Foods, Theresa had no food industry background, had never pitched to investors, and was up against founders with major retailer listings and corporate pedigree. In episode 159 of the Foodpreneur with Chelsea Ford podcast, Theresa gets into what it really takes to build a food brand from the ground up while working full-time and what happens when you back yourself publicly, even when every nerve in your body is telling you not to.Don't miss this episode — you'll learn:💡 What the CPG Investor Hub investors told Theresa about business structure, trademarks, and getting investor-ready🤝 What happened after she was crowned the winner and what she walked away withThis episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.The CPG Investor Hub returns at Foodpreneurs Festival 2026. Applications are open now at foodpreneursfestival.com.LINKS & RESOURCES:SUP Foods websiteNFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderGrab Your Foodpreneurs Festival TicketChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

April 8, 2026Episode 15854 min

#158 How to Source Ingredients, Scale Your Supply Chain and Back Yourself as a Small Brand

Send us Fan MailYour ingredient supply chain is the backbone of your product. Get it right from the start and everything else — ranging conversations, scaling production, landing major accounts — becomes a lot more manageable.The challenge is, most brand owners are laser-focused on their finished product — the packaging and the branding — and the supply chain gets built around it as an afterthought. But what happens when you can't get your product on shelf in the first place? Or when your single-origin ingredient is suddenly unavailable? Or when you finally scale and your supplier can't move with you?In episode 158 of the Foodpreneur with Chelsea Ford podcast, Shaun Borg — sales lead for Langdon, the go-to purveyor of the finest ingredients, and the man overseeing the Natural Foods Trading Company (NFTC) — shares everything you need to know about sourcing ingredients, straight from someone who has been doing it for over 25 years, with origin trips across India, Vietnam, Indonesia, Sri Lanka and Cambodia under his belt.Don't miss this episode — you'll learn:🌶️ Why unique ingredients are not your point of difference — and what to do instead📦 How to source by the bag, not the pallet, and set yourself up to scale🏪 Why starting with Independent retailers before major retailers is still the smartest move🤝 How to set yourself up as a customer worth investing in, even when your volumes are smallThis episode of Season 17 is brought to you by NFTC – The Natural Foods Trading Company. If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.LINKS & RESOURCES:NFTC websiteNFTC LinkedIn pageYour Free Pitch PlanBecome A Foodpreneurs Festival InsiderGrab Your Foodpreneurs Festival TicketChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

March 25, 2026Episode 1571 hr 4 min

#157 How to Tell Your Brand Story So You Land the Listing and Make Sales

Send us Fan MailPitching your story does not mean telling people everything about your product.Yet many do. When you're close to what you've built — every detail, every decision, every reason it's better — it can all come out at once when given half a chance to talk about it.The problem is, customers, buyers and distributors won't listen for more than a few seconds. And buyers have heard it all before. #sorrynotsorryThe consequence is real. Inconsistent, overloaded messaging erodes trust before a customer even picks up your product, makes ranging conversations harder, and means every new stockist, channel, or distributor feels like starting from scratch.In episode 157 of the Foodpreneur with Chelsea Ford podcast, Jayne Gallagher and Helen Johnston from Honey & Fox, a specialist branding and marketing agency working with premium food and drink businesses, walk through how to fix it, including their framework for building the soundbites that become the foundation of everything your brand says and does.Don't miss this episode — you'll learn: 🎬 How to create a movie trailer, not an essay, for your brand story 🗣️ The "and, but, therefore" structure for building soundbites that stop people in the aisle🚫 The language trap that makes good brands invisible 👁️ How inconsistency across your touchpoints kills consumer trust 💡 Why you can't build your brand story alone and what to do insteadThis episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Jayne and Helen are also bringing their Brand Story Studio to Foodpreneurs Festival in May. Details are on the Foodpreneurs Festival website.LINKS & RESOURCES:Honey & Fox websiteEpisode 148 Marketing System for Food Brands: Clear, Consistent, Low Maintenance Your Free Pitch PlanGrab Your Foodpreneurs Festival TicketChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au

March 18, 2026Episode 15647 min

#156 The warning signs your packaging is creating friction

Send us Fan MailYour product is good. Your packaging was too — once. But something's shifted.Maybe your range has grown and the system hasn't kept up. Maybe you're pitching to bigger retailers but your pack still has a farmer's market feel. Maybe sales have plateaued and you can't put your finger on why.In episode 155 of the Foodpreneur with Chelsea Ford podcast, I chat with Natalie Townsend, founder and creative director of Griffin Grace, a brand and packaging studio that works with founder-led CPG brands across food, beverage, beauty, and wellness.You may remember Natalie from episode 71 where we covered building a brand from scratch. Today we go deeper into the refresh: what to do when your packaging is holding your brand back.Tune in to hear Natalie share:🚨 The warning signs your packaging is creating friction — and costing you ranging opportunities🔍 The strategic work that happens before a single design decision is made📋 Why compliance changes are actually a gift — and how to use them to your advantage💸 How to approach a refresh without throwing everything out and blowing your budget🗓️ Why your packaging is never truly finished — and how to plan for that without it freaking you out🏆 How a Byron Bay muesli brand listened to a David Jones buyer and got listedNatalie also walks through real client examples — including how a staged refresh approach helped brands stay consistent while evolving, and why the cost of doing nothing is higher than most founders realise.This episode of Season 16 - Planning Season - is brought to you by Foodpreneurs Festival. The only Festival where packaged brands get seen, stocked and supported. Natalie will be there speaking on the Dream Lab stage and exhibiting in the Festival Fairground. Make sure you drop by to hear her talk and say hi to her in the Festival Fairground!LINKS & RESOURCES:Griffin Grace websiteEpisode 71 Branding & Packaging to Get Your Product Off the ShelfYour Free Pitch PlanGrab Your Foodpreneurs Festival TicketChelsea Ford Co. Industry NewsletterSeason 17 with NFTCSeason 17, out now, is brought to you by NFTC – The Natural Foods Trading Company.If you're a growing food brand navigating that tricky middle phase—scaling up, maybe landing your first major retailer, figuring out how to buy smarter—NFTC is worth knowing about.They're a mid-tier ingredient supplier specialising in natural wholefoods: nuts, dried fruits, herbs, spices, seeds, and more. Small enough to offer lower minimums and genuine flexibility, but backed by serious sourcing capability and a team that actually knows its range inside out.Think of them as the ingredient partner that grows with you—not one you'll outgrow.Check them out at nftc.com.au