In this episode of Market to Shelf Mastery, we are excited to welcome Paul Turner, the founder and owner of Alf Turner, to share his remarkable journey from a family butcher to a successful entrepreneur in the food industry. Paul recounts the origins of his business, inspired by his grandfather's legacy, and the challenges he faced when launching his award-winning sausages into the competitive supermarket landscape.

Listeners will gain insights into the creative strategies Paul used to secure listings, including a memorable pitch to a Tesco buyer that involved a unique presentation at the military academy. He also discusses the importance of resilience and tenacity, especially after experiencing setbacks, including being delisted from major retailers.

Paul's story highlights the power of storytelling and connection in business, as well as his commitment to giving back through his partnership with Help for Heroes. Tune in to discover how he navigated the ups and downs of entrepreneurship and his exciting new ventures, including a range of innovative products like the Dragon Egg Scotch egg and Hero IPA.

(00:00) Introduction

(01:00) The Origin of Alf Turner

(10:30) Launching into Supermarkets

(20:00) The Importance of Presentation

(30:00) Facing Challenges and Resilience

(40:00) The Role of Cherie Tu in Business

(50:00) Future Plans and New Products

Connect with Leisa here:
https://www.instagram.com/findmetheleads/

https://www.linkedin.com/in/leisapickles/

Paul can be found here:
https://www.linkedin.com/in/paul-turner-21115252/

https://www.alfturner.com/

https://www.instagram.com/alfturnerbutchers/

Here's Paul's nervy appearance on Dragon's Den:

https://www.youtube.com/watch?v=F3o3pVsnn2k

In this episode of Market to Shelf Mastery, we are thrilled to have Fran Gresswell, the founder and CEO of Riviera Iced Tea, share her inspiring journey from university student to successful entrepreneur. Fran discusses the origins of Riviera, the challenges of launching a new product during the pandemic, and her experiences navigating the competitive soft drink industry.

Tune in to learn about the importance of market stalls, building relationships with buyers, and the strategies Fran used to secure listings in major retailers. This episode is packed with valuable insights for aspiring food and drink founders!

Chapters:
(00:00) Introduction
(01:00) The Origin of Riviera Iced Tea
(10:30) Balancing Hospitality and Entrepreneurship
(20:00) Product Presentation and Flavor Development
(30:00) Gaining Initial Stockists
(40:00) Securing Major Retail Listings
(50:00) Lessons Learned and Future Goals

Connect with Leisa here:

https://www.instagram.com/findmetheleads/

https://www.linkedin.com/in/leisapickles/

Fran can be found here:

https://www.linkedin.com/in/fran-gresswell-639294161/

https://www.rivieraicedtea.com/

https://www.instagram.com/rivieraicedtea/

Market to Shelf Mastery is a podcast for ambitious food and drink founders working towards their first retail listing who want to hear from founders who have already made the leap.

Every episode is a conversation with someone who has gone from market stall to retail shelf.

We break down the real process behind their first "yes" — who they approached, how they pitched, how they followed up, the knock-backs they faced and the persistence that paid off.

And we talk about the moment — walking into a store and seeing their product on the shelf for the very first time: the pride, the relief, the quiet "we did it" feeling.

You'll gain practical insight you can apply to your own retail outreach, honest lessons from founders who've been in your shoes, and the belief that your shelf moment is possible too.