Ep 171 - Importance of Shelf Strategy, Perseverance and Vision - Matt Cohen of KidFresh

Mark Cohen is the founder and CEO of Kidfresh, a food brand that was inspired by Matt's goal to provide a line of better-for-you and tasty kids meals to-go made with the same quality ingredients enjoyed by parents but for children.

In this episode, he shares several key insights for shelf strategy, as well as the importance of perseverance and vision.

A few other takeaways:

• Production and packaging: Find co-packers who are willing to work with you and your small margins. Develop an honest, straightforward and personal relationship with them.
• Pricing on shelf: Make sure that your product is affordable. Take note of where your product is being shelved, who your competitors are and what price point will work best in your category.
• Success of shelf: visibility is important. Start with minimum SKUs to put on a number of shelves, to be picked strategically depending on variety. Choose a number of stores which are representative enough, allowing you to do some marketing and promotion.
• Raising capital: For starters, go with investors whom you know personally or are introduced to you within your network.

And many more such valued lessons!