After we officially launched Tantos and shifted our focus to wholesale, I was sending samples anywhere and everywhere to wholesalers, distributors, mom-and-pop shops, you name it. Our sales agency was pounding the pavement, and I was equally committed to cold-calling any buyer who’d take my call. But you never really know who might stumble across your product. One day, I checked our “Find Us” page form submissions (where customers can suggest stores they want us in), and I saw a message that changed everything.
A Surprise Inquiry
The buyer from World Market (with around 250 stores) had filled out our form, saying she wanted to chat about bringing Tantos in. I was floored. Not only was this a potential major retail account, but they’d actually reached out to me. I took a minute to consider if Tantos would fit their store set—after about ten seconds, the answer was obviously yes. So I replied, set up a time to talk, and realized this could be Tantos’s first big deal.
Our initial phone call felt more like a formality than a high-pressure pitch. Since they initiated contact, they were already interested. I shared our elevator pitch, discussed logistics (case packs, lead times, pricing), and offered to send samples so her team could confirm the taste. We hit it off quickly—no big pushback on margin or anything. It was clear if they liked the samples, we could close fast.
Honestly, I was ready for some back-and-forth on pricing or negotiations, but everything flowed smoothly. I had already dialed in my numbers with mentors and advisors, so the buyer essentially said, “Yes, that works for us.” This was the moment all my due diligence paid off—knowing my cost structure, my case packs, and my shipping details upfront. Because I had immediate, confident answers, it removed friction from the conversation.
Within eight days of that initial phone call, I had the first purchase order in my inbox. Considering that four or five of those days were just them waiting for samples, it was ridiculously quick. When you’re used to hearing “we’ll let you know at our next category review” or “we’ll think about it,” hearing a swift “yes” felt almost surreal.
I was literally on a walk with my wife when the purchase order email hit my inbox. I let out a big “LET’S GOOOO!!”, it was a total adrenaline rush. We’d gone from being in a handful of stores to suddenly 250, almost overnight. Insane is an understatement. Of course, the second I got home, I called Joe to share the news. This was a game-changer, our first genuine big retail deal.
The euphoria only lasted a moment before I thought, Oh no, I need more inventory! We’d done an initial production run but hadn’t planned for something this big so soon. That meant scheduling another run, coordinating packaging, and managing the shipping timeline—all at once. My head was spinning as I broke it down step by step: contact the co-packer, confirm lead times, secure enough raw materials, and coordinate shipping to our 3PL. All new territory, but it was the best problem to have.
Seeing Tantos on Shelves
A few weeks later, once everything had shipped, I visited my nearest World Market to see Tantos in the wild. My heart was pounding as I scanned the snack aisle. There they were, puffed pasta chips, in all their glory. I couldn’t resist; I bought every single bag on the shelf. At the checkout, I told the cashier I wanted her and the staff to share them. I also offered a bag or two to the random stranger behind me. Partly, I wanted them to try Tantos, but I also had this secret hope that if the employees loved them, they’d recommend them to customers looking for something new. Either way, I was ecstatic seeing my product in a real store.
If you’re a founder looking to land your first big retail account, just know luck can play a role. In our case, the buyer found Tantos. But that luck only mattered because we were prepared. I had my pricing down, production lined up, and an ability to deliver. So when opportunity knocked, I could say “Yes, we can handle this.”
At the end of the day, you need a product people like (and hopefully love), a bit of brand awareness so the right buyers might stumble across you, and the readiness to deliver fast. We definitely got a little lucky, but we also created our own luck by putting ourselves in position—whether through our site’s submission form or sending samples to anyone who’d listen.
That day taught me that anything can happen if you stay open to every avenue. One buyer’s form submission turned into an expanded retail footprint, a new production run, and a thrilling moment I’ll never forget. Sure, there was a logistical scramble, but seeing Tantos on shelves was worth every bit of chaos. It reminded me that sometimes, a leap of faith leads to a bigger leap forward and that’s the real joy of building a brand from scratch.
