From Law to Lebanese Flavors: How Founder Tina Chamoun Scaled Terranean Herbs in Retail

Send us Fan MailIn this episode of Shelf Talks, Roberta sits down with Tina Chamoun, founder of Terranean Herbs, to unpack her journey from practicing law to building an authentic Lebanese food brand now stocked in grocery stores across the country.Tina shares how she turned a culturally rooted product into a retail-ready brand scaling with intention, navigating early retail without a pitch deck, and learning what truly drives velocity once you’re on shelf. From pricing strategically and leveraging demos, to following up with buyers and preparing for opportunities like Walmart Open Call, this episode is full of real-world retail insights for product-based founders.You’ll also hear how Tina built a mission-led, all-women production team, implemented zero-waste practices, and used data, storytelling, and persistence to grow Terranean without outside investors.If you’re an emerging brand looking to get into retail or scale once you’re already there—this episode is packed with practical lessons you can apply right away.In this episode, we cover:Transitioning from law to launching a CPG brandTurning cultural food into a scalable retail productGetting into local stores and expanding to grocery chainsWhat retail buyers actually care about (pricing, velocity, data)Using demos, promotions, and follow-up to drive salesBuilding a mission-led brand without investor pressureListen in to learn what it really takes to build and sustain success on the shelf.Website: https://terraneanherbs.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