SHELF BITES: How Jessica Taylor of Ezra Coffee Launched in H-E-B: The Real Strategy Behind Getting on Shelf

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Launching in a major grocery retailer can look glamorous on social media but the reality is far more strategic.

In this bonus episode of Shelf Talks, Jessica Taylor, founder of Ezra Coffee, shares the unfiltered story of how her brand landed in H-E-B, one of the most competitive regional grocery retailers in the country and what it actually took to make that launch successful.

From entering (and not winning) a retailer contest to still getting in front of the right buyer, Jessica breaks down how preparation, pitching experience, and self-awareness opened the door. She dives into the less-talked-about realities founders must face after a retailer says “yes”: negotiating store count, managing cash flow, funding inventory upfront, and understanding that being on shelf is only the beginning.

Jessica also shares why starting smaller, knowing when to push back, staying visible in-store, and constantly reviewing performance across locations were critical to Ezra Coffee’s growth. This conversation is packed with honest lessons about demos, marketing missteps, pricing realities, and why retail success requires ongoing effort long after launch day.

If you’re a product-based founder dreaming about grocery retail—or already on shelf and feeling the pressure this episode is your reminder that sustainable retail growth is built with intention, not hype.

In this bonus episode, you’ll learn:

• How Ezra Coffee got in front of an H-E-B buyer without winning the contest
• What founders should consider before saying yes to a large store rollout
• Why cash flow, demos, and visibility matter more than shelf placement
• How to think strategically about expansion into additional retailers

Listen to the full episode released on 9/14/25

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Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book