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So she made them herself. She created a business and began selling the treats online. 

Now a college senior, Johnson set a new goal: Get Bella's Pet Products on store shelves.

But she knew she needed guidance. She applied to the Schnucks Springboard Diverse-Owned Business Accelerator, a program that teaches business owners how to pitch their businesses to grocers and make their companies competitive. 

Now, after seven months of balancing a full college course load with the Schnucks' program and running her business, Bella’s Pet Products will appear on the shelves of 15 local Schnuck Markets stores for a month, beginning Wednesday. She is one of nine entrepreneurs in the in-store shelf trial.

The participants in Schnucks Springboard's first cohort, selected from over 100 applicants last summer, have spent months attending in-person classes, virtual check-ins, practice pitch sessions and networking events — plus they've received a $5,000 grant. 

“The industry professionals, they’ve really helped us not only get into Schnucks stores but also become a better brand,� Johnson said. “It boosted my confidence in my business.�

Because Schnucks managers told her to advertise the all-natural quality of her dog treats, Johnson said she invested in new packaging that highlights the ingredients used. Those bags came in recently, just in time for the shelf trial.

Program members' products range from pet treats to coffee to flavored popcorn to spices to barbecue sauce.

“I’m thrilled to have a presence in the Midwest,� said Claudia McMullin, CEO of Utah-based Hugo Coffee Roasters. “If it’s successful, the local distributor can hopefully get us in other stores.�

McMullin's bags of ground coffee and beans had been for sale in other chain stores, but, without investor money, she found it financially difficult to maintain. Costs for marketing, shelf space and providing free inventory to stores added up. 

Now, she said she's ready to re-enter brick-and-mortar stores, armed with lessons learned from the Schnucks Springboard. Other programs have taught her how to get her product into stores, but Schnucks taught her how to stay there and sell, McMullin said.

“I learned about data, the importance of data, analyzing how you’re doing compared to competitors,� McMullin said. “Getting on the shelf is just the beginning.�

Through the classes, Paul Paige, a local co-founder of hip-hop-inspired dog treat brand D.R.E.A.M. Pet Food, learned that there is “no magic to this.�

“You have to be intentional (about) how you sell in retail,� Paige said. “A Whole Foods shopper is not the same Schnucks shopper. How do you structure a plan to steer your product to them?�

After the shelf trial, the business owners will pitch their brand to Schnucks’ product category managers, as the entrepreneurs try to secure a more permanent spot in stores. The owners will have access to Schnucks' data to track how many units they've sold, how quickly and the demographics of the stores where the products have performed well. 

Hands-on guidance

In the weeks leading up to the Schnucks shelf debut, Sylvester Chisom, co-founder of ÃÛÑ¿´«Ã½-based coffee company Show Me the World, said he obtained the required insurance, verified shipping logistics, recorded marketing materials and optimized the roasting schedule. Plus, he’s been attending check-ins with his cohort and Schnucks leadership.

“We’ve worked on this for so long,� Chisom said. “We’ve learned a lot, we’ve reshaped things.�

Already, some of the cohort’s products are available in other stores like Fresh Thyme and Wegmans, but Chisom said learning how to connect with Schnucks shoppers and understand what suppliers are looking for — attractive packaging, efficient case sizes, sales metrics to back a pitch — has been key.

“We’ve approached grocery (stores) on our own and tried to learn by ourselves through trial by fire,� he said. “Schnucks is a nationally recognized top grocery chain. If you’re prepared to go in Schnucks, you’re prepared for success in other locations.�

Adrian Moore, Schnucks’ senior director of merchandising enablement and supplier diversity, came up with the idea for the accelerator a few years ago and, unlike other accelerators she took inspiration from, Moore said she knew she wanted to try out products on the shelves.

“That is just a game-changer for some of these companies because that really is getting their product out in front of consumers and they are the ultimate decision makers,� Moore said. “It's not me, it's not our category managers — it's our customers.�

As national companies like Target and Walmart have rolled back their diversity, equity and inclusion initiatives, amid pressure from the Trump administration, Schnucks has continued its diversity efforts. The family-owned grocer has offered a supplier diversity program since 2020, aimed at businesses owned by people of color, people with disabilities, LGBTQ+ individuals, veterans and women.

And, last month, Schnucks accepted applications for its second Springboard Accelerator cohort.

“With the (political) climate right now, it’s courageous of (Schnucks) to understand that they have a mission that is zigging away from everyone else,� Paige said. “I think it creates another pipeline of brands that may be overlooked or don’t have the capital or connections to get into Schnucks or other grocers.�

Moore said it's exciting to see the Springboard program finally come to fruition. “The long-term dedication to our teammates and to the communities we serve is real,� she said. 

“It's just wonderful to see how these companies have blossomed,� Moore said. “I feel that we've had a small part in that. No matter what happens, if we end up carrying their products going forward or not, at least they've gotten a taste of what it takes to work with grocery, which many of them did not have before.�

Products available for the next month at select Schnucks stores also include Mickey’s Popcorn, MOTASTE, Phathead BBQ Sauce, Pop Pop Hurray and YUJ Granola.