How Toni Covington, Co-Founder of Oktane Energy, Broke Into C-Stores and Hospitals

Send us Fan MailWhat does it really take to break into C-stores and hospitals in one of the most competitive categories in CPG?In this episode of Shelf Talks, I sit down with Toni Covington, Co-Founder & CEO of Oktane Energy, to unpack how she scaled a clean energy drink brand into 120+ C-store locations — without outside investors.Toni shares how Oktane:Landed its first distribution deal by walking into a warehouse unannouncedSold out at Olympia and used that momentum to growPivoted and reformulated after listening to consumer demandSecured hospital placements by leaning into cleaner ingredientsTurned down Shark Tank (twice) because they weren’t readyWe also dive into inventory planning, grassroots marketing in the powerlifting community, saying no to expensive sponsorships, and building a brand while still working a full-time corporate career.If you’re an emerging CPG founder trying to: • Get into retail • Approach distributors with confidence • Decide when to pivot your formula • Scale without investors • Or protect your runway while growingThis episode is your retail playbook.Press play and take notes  because sometimes the biggest growth move is simply asking for the opportunity. 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