Retail Ready® Sales Program

 

Still DIYing your sales strategy?

Retail Ready® Gives You the Sales System, Growth Plan, Personalized Support, and AI Sales Tools to Grow Your Packaged Products Brand Without Burnout.

Join our month-to-month wholesale training program that shows you exactly how to land better-fit accounts, pitch with confidence, and grow your sales - all while protecting your margin, your time, and your energy.

 

Trusted by over 3,500 brands and generating $300M+ in emerging product sales over the past 10 years, Retail Ready® is the longest running, most reputable, easiest-to-implement online sales training program in CPG.

You’ve built something solid.

A great product, real momentum - even some wholesale accounts you’re proud of.

But if you're being honest, you're still figuring it out as you go and building the plane as you fly it.

Some days you’re in the groove. Other days… you’re stuck wondering what to say in a follow-up email for the 8th time - or if that pitch even landed in the right inbox.

It’s not that things aren’t working - they are! But they’re working just enough to keep you going - not enough to give you confidence, consistency, or control.

And in 2026, wholesale is harder than ever:

  • 🛒 Wholesale Buyers are overloaded and harder to reach.
  • 📈 Margins are tighter.
  • 💻 AI is everywhere - but doesn’t ever exactly sound like you.
  • 💬 Everyone's got advice - but what’s actually strategic for you?

That’s where Retail Ready® comes in.
It’s not about starting over - it’s about building the sales system your brand has needed all along.

I'm Ready! sign me up!

Most founders wait too long to create (or fix!) their wholesale strategy.

You patch together advice from podcasts, webinars, or free Slack groups. You’re proud of how scrappy you are! You guess your way through pricing. You chase the wrong stores, rely on one-time placements, or spend hours writing follow-ups that never get answered.

And the worst part? Sometimes it kind of works.

  • ⏳ Just enough momentum to keep going… but not enough to feel in control
  • 💸 Not enough to pay yourself
  • 😰 Not enough to stop getting sweaty before every buyer pitch
  • 🤷 Not enough to stop wondering what’s “normal” at this stage of business

If you’re like most Retail Ready® founders before they joined us, you don’t need more information, more crowdsourcing, or another founder coffee date.

Here’s what you DO need:

  • ✅ A proven system to organize your sales efforts
  • ✅ A strategy that fits your category and growth stage
  • ✅ A trusted community where you can show up as your imperfect self, imposter sydrome and all.
  • ✅ A support team who actually knows the CPG space inside and out - both from the Wholesale Buyer side and the Brand Founder side

That’s what Retail Ready® delivers.

Within weeks, you’ll move from DIY guesses to a repeatable, buyer-ready sales system - backed by coaching, tools, and community that actually works in 2026’s wholesale landscape.

Join Retail Ready, and stay for as long as you’d like, month to month.

 
YES! I need Retail Ready®!

Retail Ready® has changed, because our industry has changed. What’s included in 2026:

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What's Included in Retail Ready® 2026

When you join Retail Ready®, you’re not just getting a course - you’re building the exact sales system your brand has been missing.

One that fits your business, your category, and your goals.
Not someone else’s playbook - yours.

Use it to land your next 50 accounts, or hand it off to your future broker to land the next 500.

Assessment icon

Your Business Health Assessment + Wholesale Success Blueprint™

You don’t need more generic information. You need a clear plan that fits your business.

When you join Retail Ready®, you’ll start with a Business Health Assessment that helps us pinpoint exactly what’s working in your wholesale strategy - and what’s holding you back.

Then you’ll receive your personalized Wholesale Success Blueprint™: a 90-day Growth Plan that shows you exactly what to focus on first, next, and later inside our program - based on your category, your goals, and where you are right now.

This isn’t a generic checklist. It’s a custom roadmap that keeps you focused, reduces overwhelm, and helps you implement faster - without wasting time on the wrong things- because we know that you don’t have time to waste!

You’ll use it to stay aligned with your goals, track progress in growing your sales, and keep momentum - even when life gets busy.

And yes: this plan is yours to keep forever.

Curriculum icon

THE FULL RETAIL READY® CURRICULUM

An on-demand, searchable, step-by-step curriculum - built for busy founders

Learn our Wholesale Success System through short, to-the-point video lessons you can watch (or rewatch) on your own schedule - all organized by topic, transcribed, timestamped, and fully searchable.

Access the curriculum through our private platform - or in the app, podcast-style, while you’re dropping off deliveries, between sales calls, or even while you wash dishes. 30 minutes a week will make a HUGE difference in your business growth.

You’ll have full access to the curriculum for as long as you’re enrolled in Retail Ready®.

You’ll know exactly what to do next - and how to do it right the first time.

Templates icon

CUSTOM-BUILT, BUYER-APPROVED TEMPLATES, SCRIPTS, AND CHECKLISTS

Crafted from the lens of a Wholesale Buyer - this is exactly what they need to hear, see, and know about your brand - so you never have to start from scratch to get a “YES” again.

From cold outreach to follow-up flows, sell sheets to price lists - you’ll get the exact sales scripts, promotional documents and reorder tools we’ve refined with over 3,500+ students.

These are the same templates I wished every brand had when I was a Grocery Buyer.

Just open, customize, and send - no more analysis-paralysis, spiraling about what to say this time around, or cold sweats as you do sales pitches.

CoachCPG icon

CoachCPG™ - Your AI Sales Sidekick, finally made founder-friendly

Claim your spot in our Founders Circle and get access to our custom-built AI tools, trained in our Retail Ready® Curriculum.

You’ll get exclusive access to our new AI-powered assistants to help you pitch smarter, follow up faster, and write sales emails and marketing plans with confidence.

You’ll implement our lessons, templates, and systems FAST with the help of our custom-built AI tools, directly inside the program.

Even if you’re not “good with tech” or if ChatGPT freaks you out, or if you don’t want to learn a new software. This is built directly into our program and doesn’t require anything new to learn.

Wholesale Playbook icon

Your Wholesale Playbook - Built by you, during the program

Throughout your time inside Retail Ready, you’ll update a fill-as-you-go guide that captures every key decision, system, and sales asset you’ve built.

Use it to train your next sales rep, hand off to a broker, onboard a new team member - or just to stay sane and strategic as you learn the ins and outs of this industry.

Coaching icon

1:1 Coaching, Group Calls & 24/7 Community

Get support from a private group of fellow founders who actually get how hard it is to build something from scratch, using your own savings, and without prior experience in this industry.

You’ll join a closed group of Retail Ready® brands - all using the same systems, facing the same challenges, and cheering each other on.

This is the place you can post the draft sales email you’re nervous to send… and get clear, specific feedback from Alli + the Food Biz Wiz team. You can stop pretending you’ve got it all together because there’s no one to low-key impress inside our founder-lead community.

No more advice from folks who don’t know you or your background, or service providers who are just sneakily trying to sell you something.

Plus: live calls with Alli, strategic support from our head Retail Ready coach, Charlie, and full access to our coaching team during your entire time in our program!

Retail Ready® isn’t here to add to your to-do list - it’s here to take the guesswork off your plate.

So you can finally grow your wholesale accounts with strategy and confidence, and without second guessing every move.

get on the waitlist!

 

 Retail Ready® has helped over 3,500 brands land accounts, increase reorders, and confidently grow into sustainable, profitable businesses - without sacrificing their margins or burning out in the process.

 
 

“Thanks to Retail Ready®, Cult Crackers is now in 325+ stores direct (and still growing!). I took Retail Ready in 2018 and our revenue increased by 49% in 2019, and another 56% in 2020, as a direct result of the course.”

— Dianna, Cult Crackers

 
 

“I joined Retail Ready® in May and followed the curriculum to a T. In three months we have increased our revenue by 54% and for the first time ever we almost hit $10k in profit in a single month. I went from being in 1 grocery store to now 15.”

— Kirk, Power of the Almond

 
 

“Since Retail Ready®, I’ve added 20 new wholesale accounts, closed more sales pitches — and maybe best of all, saved 3–5 hours a week just by having better systems in place.”

— Amber, Daddy’s Homemade

 
 

“The Product COGS spreadsheets alone and having someone to talk through them together are worth the price I paid for Retail Ready®.”

— Azarmeen, Délice Glacé

 
 

“The Brains of the Buyer, Perfecting Your Pitch, and Sell Sheet Success trainings were total game changers for Byler’s! I have way more confidence in how we’re approaching new retailers — and in training my new sales staff.”

— Steven, Byler’s Relish House

 

You don’t have to keep guessing. You don’t have to do it alone.

If you’re ready to build a wholesale business that actually works - this is your next step.

 
yes! i need Retail Ready®!

❓ “HOW DO I KNOW I’M READY…?”

Retail Ready® helps you growth from 5 to 5k accounts.So if you’ve landed even one account - you’re ready.

Retail Ready® isn’t about chasing growth before you're ready or investing in unnecessary resource before you can afford it - it's about getting strategic so you grow the right way from the start, saving you time, money, and energy.

And hey - if you’ve been in business for a while and things feel GOOD on your way to your 5,000th account? Even better. Let’s build on that momentum.

❓ “I DON’T HAVE TIME RIGHT NOW.”

That’s exactly why Retail Ready® exists.

We give you the growth plan, tools, templates, and systems that save you dozens of hours a week - so you can stop spinning your wheels and start moving forward knowing you’re spending your time on the right things.

If you don’t have time to build it correctly now… will you have time to fix it later?

❓ “I THINK I CAN KEEP DIYING IT A BIT LONGER. CASH IS TIGHT.”

We love a scrappy founder but at a certain point, scrappy turns into overwhelmed.

And overwhelmed doesn’t scale.

If you're ready to stop guessing and start growing strategically, this is how you do it - without giving up control, margin, or your sanity.

Mistakes are expensive, and you don’t have cash to waste - which is why we’ve got to do it right the first time around.

Plus, we offer payment plans, and you can save $500 when you pay in full.

❓ “I’M NERVOUS ABOUT INVESTING IN MYSELF RIGHT NOW.”

I get it - money almost always feels tight in this industry.

Retail Ready® helps you stop wasting time and money on expensive trade shows, ineffective demos, unclear broker deals, frustrating distributors, and sales pitches that don’t land.

Our goal isn’t just to get you into accounts - it’s to help you stay profitable once you're there.

🎯 STILL NOT SURE?

Ask Alli a direct question using the video box on this page.

We’ll talk through your goals, your business, and whether Retail Ready® is the right move right now.

“And YES - you’re the right fit even if your product is refrigerated, a non-food product (we love pet, health + beauty, supplement brands, wellness products, and more!), super niche, 'expensive' or doesn’t ‘fit the mold’ - we’ve worked with brands like yours - in every category, from countries all around the world. Let’s figure it out together.”

If you’re ready to stop guessing and start growing with confidence - we’d love to welcome you inside Retail Ready®.

You don’t need more free content, crowdsourced advice, or cold emails that lead nowhere.

You need a system. You need a strategy.
You need support from people who actually know the wholesale space - and have helped over 3,500 brands grow without burning out.

I'm IN! join the waitlist

You’re In, Here’s What’s Next

✅ You’ll pick your Retail Ready® plan (Our classic program or adding on extra 1:1 consulting after enrollment)

✅ You’ll choose your payment option (Easy Payment Plan or save $500 when you Pay in Full)

✅ You’ll complete your Business Health Assessment and onboarding materials so we can custom-build your Wholesale Success Blueprint™,giving you the exact roadmap for growing your sales within 90 days.

✅ You’ll get instant access to the full Retail Ready® curriculum, CoachCPG™ AI Sales Assistant, templates, coaching calendar, student group, bonus tools, and more!

✅ You’ll stay inside Retail Ready® on a month-to-month basis for as long as it’s helpful to you - you decide when you’re complete!

The sooner you join, the more support and momentum you’ll build - before your next pitch, next sales meeting, next trade show, or next “what do I do now?” moment.

YES, i need this!

Biz owner to biz owner: the real risk isn’t joining Retail Ready®.

The real risk is spending another season cobbling together advice, guessing at pricing, or chasing accounts that aren’t a fit - only to wonder why sales still aren’t consistent or how you’re going to pay yourself next week.

Or worse - waiting until you're at the edge of burnout before you finally ask for help.

Retail Ready® isn’t a gamble. It’s a decision to:

  • Stop second-guessing your sales pitch
  • Stop wasting time on cold outreach that goes nowhere
  • Stop hoping buyers will “find you” at trade shows, on Faire or through RangeMe
  • Stop beating yourself up for not figuring this out on your own
  • And start moving forward with a system that’s helped over 3,500 brands and generated $300M+ in student sales

 

What Retail Ready® Students Are Saying:

 

“I’ve saved 20 hours a week by simply following the steps inside Retail Ready® and taking the time to tweak the small things in my business — because they matter.”

— Micheala, Tally Kombucha

“I’m a non-food product. One year after taking Retail Ready, our retail sales are up 35%.”

— Lisa, Clip & Hang

“Celebrating 1 month into Retail Ready, and I've met my 30-day goals for # of wholesale accounts and exceeded my goal for 30-day wholesale revenue. I can say with 1000% certainty the Scripted Success and promo materials training helped me turn a "no" into a "yes," landing me a new account!”

— Darya, Cauxffee

“We’d been getting consistent “nos” for our product line. After 90 days in Retail Ready, we have the confidence on how to turn the “no” around, and when to understand a “no” is actually “just not yet.” This has been a game changer for us as we scale.”

— Ice cream brand

“After Retail Ready, I value my time more — which makes me feel comfortable increasing my prices. I’m more confident and don’t feel obligated to take on opportunities if they don’t align with my strategy.”

— Priya, Anar Gourmet Foods

 

“I have been emailing a wholesale buyer for 8 months. After Charlie edited my pitch, the buyer responded immediately!”

— Lisa, Epicurean Pantry

“Thanks to Retail Ready, I’ve secured a listing of two new lines, not even in production yet, with Ocado (the biggest online retailer in the UK) with a brand new buyer I’ve not even met yet. Just goes to show with the right data and approach you really can:
1. Get those emails opened
2. Get a rapid response
3. Get the response you are looking for.”

— Vicky, Helen Browning Organics

“I’m so impressed so far with the program. In my 40+ year first career, I never had a professional development program as practical, relevant, or valuable as Retail Ready!”

— Condiment Producer

“Thanks to Retail Ready, I made a great sell sheet, opening order form, and learned tons of lingo and insider info that would have otherwise been closed off to me. My business has grown over 500% since starting Retail Ready!”

— Celene, Bungkus Bagus

i want these wins!

Choose the plan that fits your growth, learning style, and budget:

Both Retail Ready® plans include access to our complete Retail Ready Curriculum, Group Coaching Calls, and Founder-Focused Community while you’re enrolled in our program.

Full Retail Ready Program

Perfect for self-starters who want structure without the 1:1 support


  • Month-to-month of access to our Retail Ready curriculum

  • Your custom built Business Health Assessment + Wholesale Success Blueprint

  • 24/7 access to our private student community

  • 2x/month group coaching calls

  • CoachCPG AI Sales Tools to implement the trainings, fast

  • Bonus bundles of organizational tools, pricing templates, sales email flows, and more!

Pay in Full: $1,299 to enroll (save $500) + $99/month for ongoing support

Payment Plan: 2 payments of $899 + $99/month for ongoing support


Retail Ready’s enrollment fee will increase to $1997 on Thursday, January 15, 2026.

Full Program PLUS 1:1 Consulting - limited spots available!

Best for brands who want Strategic 1:1 Support & Accountability, plus curated tools


  • 2x/month 60 Minute 1:1 Consulting Calls with Charlie, our resident CPG coach

  • Everything in our Retail Ready Program, including your custom Business Health Assessment + Wholesale Success Blueprint, our CoachCPG™ AI Sales Tools, and bonus bundles

  • Consulting Toolkit including as-needed access to our advanced tools, such as our Sales + Retailer Tracker, COGS + Shipping Calculators, broker + distributor pricing spreadsheets, personalized Shelf Talker + Price List reviews, and more

Pay in Full: $1,299 to enroll (save $500) + $799/month for ongoing 1:1 consulting

Payment Plan: 2 payments of $899 + $799/month for ongoing consulting


Retail Ready’s enrollment fee will increase to $1997 on Thursday, January 15, 2026.

I'm in! Sign me up for the waitlist!

 Join now and get immediate access to our full Retail Ready® Curriculum, Coaching, and Community.

The longest-running online cpg sales program that’s helped over 3,500 brands grow their wholesale business - with strategy, structure, and support that works.

 
 

 PLUS our Bonuses

($800+ Value - included for all students)

📄 Ready, Set, Sell Sheet: A personalized video review of your sell sheet so you know exactly what to improve.

📧 Click Send Training: So you never have to worry before hitting send on a wholesale sales email again.

🤖 Immediate Access to CoachCPG: Use our founder-friendly AI assistant built to help you pitch smarter and follow up faster - no tech stress required.

🧠 Alli’s Art of Organization: Get time back in your week with our founder-focused systems for managing the chaos.

✍️ Signatures That Sell Design Guide: Turn your email signature into a 24/7 sales machine that drives conversions.

💸 Save $500 When You Pay in Full: Invest once, save big - no catch, just $500 off the top.

You won’t find another program like this.
This isn’t just a training - it’s a fully customized sales growth plan that will save your business.


Let’s get you in your dream accounts, staying profitable, and growing with confidence.

Yes! Let's do this!

Who You’ll Learn From

Alli Ball — The Buyer’s Perspective

Retail Ready® was created by Alli Ball, former Grocery Buyer, Head of Grocery, and Store Manager at Bi-Rite Market in San Francisco. She’s helped thousands of CPG brands land accounts and grow wholesale sales, spoken on industry stages like Expo West and Fancy Food Show, and hosts the award-winning Food Biz Wiz® podcast. She brings 15+ years of buyer insight, coaching expertise, and a deep commitment to helping values-driven brands succeed.

 

Charlie Berkinshaw — The Founder Mindset

Charlie supports students inside Retail Ready® with 1:1 consulting and strategic guidance, drawing from his experience as the founder of Element Shrub (a 7x award-winning brand featured in Oprah, Bon Appétit, and VOGUE), and as a CPG Expert-in-Residence. His mix of real-world operations, hospitality, and coaching helps students stay grounded and grow smart.

 

 Here’s what other Retail Ready® students have asked before enrolling:


  • Retail Ready® is a month-to-month commitment. Pay your one-time enrollment fee, and then stay on for $99/month for continued access to the full Retail Ready® program for as long as you’d like. Leave anytime you’re complete. Most founders stay for about 7 months, but many have stayed for years!

  • It’s completely up to you. 30 minutes? Great! 60 minutes? You’re on a roll. You go at your own pace through the Retail Ready® curriculum, fast-forwarding to the lessons that you need and leaving behind the rest.

    Your enrollment is on a month-by-month basis, so you can learn on the timeline that works for you. Most people stay at least 6 months because they're finding so much value in Retail Ready!

  • Nope. You’ll get plenty of value from the curriculum, AI tools, and templates alone. You can submit a question for a live call and watch the time stamped, transcribed recording on your own time.

    If you’ve added on 1:1 consulting calls, you’ll choose your own schedule for your twice per month 1:1 calls.

  • Not at all. Whether you’ve landed 1 account or 1,000, if you don’t yet have a repeatable, effective wholesale system, Retail Ready® will change how you grow.

  • Yes - we’ve helped brands in food, beverage, refrigerated/frozen, supplements, health, beauty, pet, and more - from countries all around the world.

    If you belong on a retail shelf, foodservice program, hospitality outlet, ecomm platform, or other wholesaler - this program is for you.

  • No! We don’t believe in the age-old advice of co-packer, broker, distributor.

    That works for some brands, but not all. You get to choose the business model that works for you, your business, and your goals.

  • YES! You have the option of adding on 2 x month, 1:1 consulting calls after you enroll in Retail Ready - while still getting all the curriculum, group support, and bonuses of Retail Ready®.

    It’s the best of both words: affordable 1:1 consulting with the tools to supplement your growth between calls.

    1:1 consulting is an additional $700/month, making your ongoing monthly fee $799/month.

  • Because this program is hands-on and packed with digital materials and 1:1 consulting we don’t offer refunds - but we do offer real-time coaching, clarity, and implementation support. Reach out if you have questions about the fit before you join!

 
I'm in! Save my spot!

What You’ll Walk Away With

When you finish your time inside Retail Ready®, you'll walk away with:

  • A custom built Business Health Assessment and Wholesale Success Blueprint™ that is your roadmap for sustainable growth
  • A buyer-ready sales system you can use again and again
  • A Wholesale Playbook filled with your brand's unique strategy, templates, and next steps
  • Sales emails, follow-up flows, and promotional materials that you're proud to send
  • A proven process that saves you time, protects your margin, and gets you on more shelves, menus, mini bars, spas, hotel rooms, and more!

This isn’t just information or hands off learning - it’s your custom-built plan for landing your next 5,000 accounts.

I'm ready for the waitlist!

You already know this isn’t just a “little business” anymore.
You’ve come too far to keep winging it.
You’ve proven people LOVE your product - and now it’s time to build the system that supports it.

Retail Ready® gives you the clarity, structure, and support to grow wholesale the right way - without sacrificing your margin, your energy, or your momentum.

You don’t need more trial and error.
You need a strategy that works for you, with a team who actually gets what you’re building - and how much it matters.

You’re not behind. You’re not too old, or too young. You’re not too inexperienced in CPG, or out of luck because you’re bootstrapping it. You’re right on time, and we’re SO glad you’re here.

We’re ready when you are.

 
I'm in. save my spot.