What Gets You on Shelf (and What Gets You Reordered) | The Ballroom
For many brands, getting on shelf feels like the finish line. In reality, it’s just the beginning.
Hear directly from industry leaders representing retail, distribution, brokerage, and sales as they discuss what drives buying decisions, how products are evaluated, and what it takes to generate the velocity required for long-term success.
This candid conversation will explore:
* Retail buyer expectations
* Distributor and broker economics
* Common founder mistakes
* The metrics that matter
* Building a path from distribution to sustainable growth
Bring your toughest questions. Our panelists will share real-world lessons from evaluating, launching, and growing brands in today’s competitive marketplace.
Moderated by Diana Fryc | Partner and Chief Growth Officer | Voodoo Brands
Diana Fryc is Partner and Chief Growth Officer at Voodoo Brands, an award-winning brand strategy and design consultancy specializing in food, beverage, wellness, and consumer packaged goods brands. She helps emerging and established companies uncover growth opportunities through brand strategy, positioning, innovation, packaging, and go-to-market execution.
With more than two decades of experience across marketing, sales, and entrepreneurship, Diana has worked with brands ranging from early-stage startups to nationally recognized consumer products companies. Her expertise lies in helping brands navigate critical moments of growth, whether launching new products, entering new markets, repositioning for relevance, or building stronger connections with consumers.
Beyond her client work, Diana is a passionate advocate for the natural products industry and entrepreneurial ecosystem. She has served in leadership roles with Naturally Seattle and is known for bringing people together through mentorship, community building, and industry collaboration.
A frequent speaker, writer, and industry thought leader, Diana shares practical insights on brand strategy, consumer behavior, innovation, and the future of food and beverage brands. She is committed to helping founders and leaders build brands that create lasting business value and meaningful customer relationships.
Rachel Evans | Key Account Manager / Brokerage Sales Manager | Maitri Marketing
Rachel has worked in the natural foods trade for over 25 years. Starting at Olympia Co-op, then to Sundance Natural foods, having her own raw foods cafe and then to New Seasons Market in Portland. Rachel left the retail side to be a broker rep for New Frontier Marketing for 5 years and in her current position as Sales Coordinator and Key Account Manager at Maitri Marketing for almost 10 years. She has held all of the positions on the Provender Board for 6 years in the past and is now back on the board after a 3 year hiatus! The Provender community inspires her everyday to do the work she does!!
Erika Nielsen | Wellness Category Merchandising Assistant Manager | New Seasons Market
Frank Schuck | Grocery Merchandiser | PCC Community Markets
I’ve spent nearly three decades at the intersection of cheese, specialty food, and grocery, starting on the floor of New York icons like Balducci’s, Dean & DeLuca, Fairway, Zabar’s, and Murray’s Cheese before opening my own cheese shop in Brooklyn in 2003. That foundation carried me west, where the last decade has been spent leading category management and procurement for Pacific Northwest grocers including Whole Foods Market, Metropolitan Market, and now PCC Community Markets, running the gamut from dry grocery to dairy and frozen. Throughout, I’ve focused on partnering with local producers, helping them move from early-stage ideas to the shelf, and that same commitment to craft has led me to judge for the Good Food Awards and American Cheese Society, teach seminars at places like the French Culinary Institute and Slow Food New York, and serve as a Guard and Judge with the Guilde des Fromagers de la Confrérie de Saint-Uguzon.
Phillip Ross | Director of Sales and Marketing | B-Line
Phillip Ross, Director of Sales and Marketing at B-Line Urban Delivery, drives final-mile logistics, warehousing and out-of-home advertising for CPG brands. His role empowers companies to scale hyper-local supply chains using zero-emission freight trikes and electric vans for metro-wide distribution, while simultaneously building brand visibility through mobile ad panels and experiential street teams.