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When it comes to launching and scaling a food brand in retail, strategy is critical. In this episode of the Real Food Brand Strategy Podcast, I sit down with Clint Matthews, co-founder of Start Right Foods, to discuss the journey he and his co-founder Kyle have taken to build a frozen breakfast brand, the lessons he’s learned along the way, and the strategies that have helped Start Right stand out in a competitive market.
From MedTech to Breakfast Innovation
Clint and his co-founder, Kyle, didn’t start out in the food business. They met in a Biodesign and Innovation program at the University of Missouri, where they learned to identify problems and create solutions. After two ventures in the medical device industry, they pivoted to food, leveraging their athletic backgrounds at Mizzou and shared interest in using food as fuel to create a high-protein, convenient breakfast option—and Start Right Foods was born.
Brand Strategy as the Foundation for Success
Before working on their Brand Strategy with me, Clint and Kyle had a vision but lacked a clear brand strategy. Through their work on brand positioning, they gained clarity on:
- Who they are selling to – understanding their ideal consumer
- How to communicate their message – refining their brand voice and key messages
- Why packaging is their most important billboard – ensuring their product stands out on crowded shelves as well well as in the freezer at home
Clint shares how their rebrand transformed their packaging, making their product more visible and compelling at retail. This change positively impacted their sales and buyer conversations.
Mastering the Retail Sales Process
Scaling in retail requires more than just a great product. Clint explains how they approached sales conversations by:
- Building strong relationships with retail buyers
- Being persistent but patient in securing shelf space
- Actively listening to buyers to align with their needs
A key lesson Clint emphasizes is that selling to retail is only half the battle—you also need to ensure consumers pick your product off the shelf and keep coming back for more.
Navigating Challenges & Growth
Running a food business comes with hurdles, from ingredient price fluctuations to managing manufacturing operations. Clint shares how he and Kyle stay resilient through challenges, the mindset shifts that have helped them push forward, and why maintaining focus on long-term goals is crucial.
What’s Next for Start Right Foods?
With continued national expansion on the horizon, Start Right is scaling intentionally and strategically, ensuring its products meet the needs of busy consumers looking for high-quality, high-protein breakfast options.
Key Takeaways for Food Entrepreneurs
- Brand strategy drives everything – from packaging to sales success to customer experience.
- Retail buyers need a clear, compelling reason to take a chance on a new brand.
- Persistence and relationship-building are key to winning at retail.
- Your packaging is often your best marketing tool – make it stand out.
- Navigating challenges with determination and adaptability is critical.
If you’re working to get your food brand onto store shelves—or improve your sales performance—this episode is packed with actionable insights.
🎧 Listen now! And in case no one told you today, your work in the food industry is important. Let’s go shake up shopping carts!