Ep 1: Everyone Celebrated but Nobody Checked the Shelf
EPISODE #1
Most CPG brands treat the purchase order as the finish line. Brent Toevs has watched that mindset cost brands their distribution, their margins, and in some cases their entire retail shot.
31 min
•
May 1, 2026
Episode Description
In this episode of Know Thy Shelf, Brent breaks down what actually happens after product leaves the warehouse, why broker and distributor confidence does not equal shelf presence, and what separates the brands that stay on shelf from the ones that quietly disappear at the next reset. This conversation is for CPG founders, sales leaders, and brand operators who want an unfiltered look at how retail execution works in practice, not on paper.
Key Insights & Quotes
“I didn’t want people to know it was mine. I didn’t want people to feel sorry for me.”
"The paperwork was clean. The enthusiasm was real. And the product never made it to the floor."
