How Food Manufacturers Stay on the Retail Shelf


1:00 pm - 4:00 pm on the following days:
Tuesday, September 26, 2017 
Tuesday, October 3, 2017
Tuesday, October 10, 2017
Tuesday, October 17, 2017


Frost Bank 
401 Congress Avenue
11th Floor
Austin, TX 78701

Driving Directions 

Registration Fee:  

Early Bird (through August 31st):  $199                         Regular Registration (after September 1st):  $299

Payment Options: 

Online payment with credit card is strongly encouraged. Don't worry- refunds are available if requested at least 24 hours in advance. Or, checks made payable to Texas State SBDC can be dropped off or mailed to:  

Texas State SBDC 
7719 Wood Hollow Dr. (Whitney Building)
Suite 211
Austin, TX 78731





For questions about the course, please contact:

Peg Richmond
Senior Certified Business Advisor
Texas State Small Business Development Center 
(512) 243-8636 mobile


For inquiries about logistics & payment, please contact:

Nora Saim
Assistant Training Coordinator
Texas State SBDC
(480) 532-8923 mobile


Food innovation is hot—and competitive.  In recent years, the sector has attracted more attention and more participation from start-ups, media, investors and industry giants alike. New food entrepreneurs are attracted to and enter into food production because they are passionate about what they make and want to launch more natural, healthier and better-for-you products. Unfortunately, many entrepreneurs may not be prepared for the realities of entering this market.  

That’s why we created Shelf Mastery—a unique course designed to help small businesses better understand and navigate the unique aspects of the retail supply chain.  The curriculum is based on in- depth, field research and introduces a framework intended to help entrepreneurs examine and choose between strategies, opportunities, business models, and operational plans—at every stage of growth within their business.

Workshop Structure:

The workshop curriculum combines conceptual presentations, group discussion and interactive exercises to fully engage participants and create a rich, educational experience.   In each of four modules, one each week for four consecutive weeks, we will focus on the following subjects.

  • Module 1 - market players, supply chain and trade relations
  • Module 2 - operations and financial concepts
  • Module 3 - trade promotion, consumer promotion, marketing plans
  • Module 4 - carrying the vision

Who will benefit from attending this course: 

  • graduates of the Texas State SBDC "Get Shelf Made" class
  • early-stage and growing packaged food businesses selling in retail outlets beyond the Famers' Market
  • other CPG companies that sell via 3rd party retail




Peg Richmond is a Senior Certified Business advisor at the Texas State SBDC. During her six-year SBDC tenure, Richmond has focused her efforts with technology and food/consumer packaged goods (CPG) manufacturing companies.  She has well developed expertise in business development, marketing, branding/messaging, retail operations and financial analysis. In 2014, Richmond began in-depth research to better understand food manufacturers’ needs and to develop new training for entrepreneurs who have reached the retail shelf.  She is a certified facilitator of Get Shelf Made, licensed curriculum for early-stage food innovators, and has helped dozens of clients in every phase of the food manufacturing cycle. 

Prior to joining the SBDC, Richmond owned her own consulting firm, where, in a single year, her work earned more than $30M new business for clients.  As a corporate executive, Richmond led North American operations for a $5M, UK-based technology portfolio and helped grow a start-up Smart Grid business unit to $20M in annual sales.

Richmond holds an MBA from Indiana Wesleyan University and both a Master of Arts and Bachelor of Fine Arts from the University of Texas.  She has completed specialized study in supply chain, public communications, issue management and business analysis.  She also has high hopes of being a competent cello player—someday . . . . . 

Lynda Berrios

Lynda Berrios is the CEO of Little Spoon Consulting. With a passion for specialty and natural grocery products, Berrios has helped hundreds of producers bring their tastiest and healthiest ideas from concept to market.  She has over fifteen years broad retail operations experience, holding executive positions as buyer, supplier relationship manager, product innovator, brand manager, marketer and business developer.  Her work encompasses strategic planning, negotiations and growth with and in support of manufacturers ranging from pre-nascent ventures to market-dominant, global brands.  

Prior to owning her own firm, Berrios, a native Texan, spent much of her corporate career with Austin-based Whole Foods (WF).  While there she brought a local sourcing program from fledgling status to more than 850 suppliers creating $60M in annual sales.  She also developed WF training curriculum for potential suppliers, delivering the content to more than 500 attendees across four states.  

Berrios holds a Bachelor of Arts in Cultural Anthropology from Sonoma State University.  A student beyond the classroom, she continually seeks experiences and opportunities that grow her skills and that help her nurture emerging food entrepreneurs in their journey to the retail shelf.  In her spare time, you can usually find Berrios in search of enchiladas or telling her cat to get off the table.



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The Texas State Small Business Development Center is partially funded by the U.S. Small Business Administration. The support given by the SBA through such funding does not constitute an expressed or implied endorsement of any of the co–sponsors’ or participants’ opinions, findings, conclusions, recommendations, products, or services. A limited number of free and/or reduced price tickets may be available. All SBDC programs are nondiscriminatory and open to the public. Reasonable arrangements for persons with disabilities will be made, if requested at least two weeks in advance. Email:, Phone: 512.610.0996.