From Farmers Markets to Whole Foods: How Stacie Skinner Grew Superb Bakehouse One Store at a Time

Send us Fan MailWhat happens when a mom can't find safe, nutritious, and delicious food for her child with severe food allergies?She creates it herself.In this episode of Shelf Talks, I sit down with Stacie Skinner, founder of Superb Bakehouse, to discuss how a homemade solution for her son's food allergies evolved into a nationally distributed frozen waffle brand found on retail shelves across the country.Stacie shares her remarkable journey from baking in her home kitchen and selling at local farmers markets to landing in Whole Foods, Harris Teeter, Market District, Wegmans, Costco rotations, and more. Along the way, she reveals the strategies that helped her grow, stay on shelf, and scale manufacturing while remaining committed to quality.We discuss:• How a personal family challenge became a retail-ready business• Using farmers markets to validate products and identify a hero SKU• The grassroots retail pitch that landed her first store placement• Why product demos remain one of the most powerful tools for driving trial and sales• Building consumer trust through premium ingredients and product quality• The realities of scaling manufacturing and investing in production capacity• Navigating retail pricing, slotting fees, and category competition• How alternative channels like Sunbasket and Harry & David helped drive national awareness• The decision to rebrand from Lopaus Point to Superb Bakehouse• What it takes to stay on shelf once you've landed retail distributionThis conversation is packed with practical insights for emerging food and beverage founders looking to grow beyond local markets and build a lasting retail brand.If you're working toward retail placement, scaling production, or searching for ways to stand out in a crowded category, this episode is full of valuable lessons you won't want to miss.Superb Bakehouse Instagram: https://www.instagram.com/superbbakehouse/Superb Bakehouse Website: https://www.superbbakehouse.com/ Support the showEvent Partner: Nourish Summit & Expo (Oct. 5-7, 2027 | Baltimore) - Use code SHELFTALKS10 for 10% off full registration https://bit.ly/4sx0ZbaLooking for more? Visit our Linktree for the latest episodes, free resources, retail tips, and ways to connect with the Shelf Talks community.https://linktr.ee/shelftalkspodcastLove what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨https://www.buzzsprout.com/2411532/supportContact us via email: [email protected] Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! [email protected] the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book