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When Jarahad Valeri saw parents struggling to get kids to eat more fruits and veggies, he saw an opportunity. That spark led to Welly — a snack company that turns fruits and veg into kid-friendly, gut-healthy bites that parents can trust. Launching Welly Kids in 2022 and expanding to adults in early 2023, Jarahad set out to bring these health benefits to a wider audience. His formula for success? A powerful mix of internal data, direct consumer conversations, and retailer insights that shaped Welly’s path forward to where they are now - stocked in Coles and Woolies across the country as well as in 250 independent retailers.

In this episode, Jarahad reveals the core strategies that have helped Welly grow, including:

🍎 Real consumer insights – Why talking directly to parents was his key to understanding what they actually needed from healthy snacks.

🥕 Pitching with precision – His winning formula at Foodpreneurs Festival, where he used every second to create a tailored, impactful pitch for buyers.

🍎 Growing with intention – Why Welly focuses on specific retail partnerships over widespread distribution, ensuring each location supports steady sales.

🥕 Partnering for Success -  How Welly joined forces with this season’s presenting partner, Thrive Consulting, to achieve national distribution of their powders and bites in Coles, Woolworths, and Woolworths Metro.

Whether you’re building a brand or planning your next pitch, listen now as Jarahad’s journey offers practical advice for making an impact in retail! This season of Foodpreneur with Chelsea Ford podcast is presented by Thrive Collective, the growth engine behind brands like Bae Juice, GYM BOD, The Kimchi Company and Welly!

LINKS & RESOURCES:

• Welly Website
• Welly Instagram
• Welly Kids Instagram
• What Jarahad says about working with Thrive Collective
• Thrive Collective Website
• Food Entrepreneurship Academy Website
• Your Free Pitch Plan
• Become A Foodpreneurs Festival Insider
• Chelsea Ford Co. Industry Newsletter

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.