Getting Retail Placement Right (and Why Dual Merchandising Works)
Shelf space isn’t just real estate. It’s strategy.
And if you want your product to move—not just sit—placement flexibility matters more than most founders realize.
Just ask Ali Elliott, founder of Farmer Foodie.
Her shelf-stable cashew parm doesn’t live in one aisle. It shows up all over the store:
With the traditional parmesan and pasta sauces
In the plant-based fridge section
Even next to spices
Why? Because her packaging was built with optionality in mind. And because placement isn’t just about fitting in—it’s about standing out in more places.
The Power of Dual Placement
Some retailers want clean categorization. Others are open to testing. When you have a product like Farmer Foodie—dairy-free, versatile, and small-format—you can win in more than one zone.
Dual placement works because:
Shoppers are on different missions. One might be making pasta. Another building a vegan salad.
Your product gets multiple impressions, across different mindsets and mealtime needs.
You capture more top-of-funnel traffic just by being seen in more aisles.
In one specialty retailer, Farmer Foodie lives both next to the traditional cheese and in the spice aisle. And in Whole Foods, it’s on a mobile endcap and in its standard category. That’s not just shelf space—it’s surface area for brand discovery.
Designed to Move—No Matter the Aisle
But none of this works if your product gets lost visually. That’s where the packaging strategy pays off.
Farmer Foodie’s packaging was reimagined to be:
Small-format — Easy to slot in high-value, high-traffic areas
Visually bold — Botanical elements, warm color palettes, and clear brand hierarchy catch the eye
Top-shelf capable — The size and clarity were designed with vertical space in mind, since grated cheeses are often stocked high
Retailers don’t always make room. You have to earn it. And with a high-conversion package, you give them a reason to say yes.
Think Like a Merchandiser
Retail placement isn’t something you figure out after you land the account.
Think about it upfront:
Will your packaging survive high-shelf placement without being missed?
Does it make sense in multiple categories?
Can it flex between “center store” and “specialty”?
Ali didn’t just rely on taste and values. She thought about shopper behavior, shelf layout, and product use case. That’s why Farmer Foodie moves across the store—and off the shelf.
The Bottom Line
More shelf placements mean more chances to win.
But only if your product was built to be seen—and picked.
Retail isn't one aisle that fits all. Build for multiple paths to purchase—and make sure your packaging keeps up.
