‘Sales is a persistence game’

In this episode i’m joined by Emily Boyce, founder of Sweet Thyme Foods. We dig into the real mechanics of getting on shelf - and staying there. Emily shares a pragmatic, step-by-step route from specialty to scale, how to pitch buyers who get 200+ emails a day, and why persistence beats perfection every time.

In this episode:

• The “stepping stones” route to great distribution
• “Beacon outlets” as brand builders: credibility, discoverability, fast feedback loops
• What buyers actually want (and why long emails kill deals)
• Persistence systems: staying on it when founders are spinning plates
• How to pitch: keeping it short & sweet
• Founder mindset: progress over perfection

Listen if: you’re building a challenger brand and want a calm, concrete roadmap for compounding growth.