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From Law to Lebanese Flavors: How Founder Tina Chamoun Scaled Terranean Herbs in Retail
Description
In 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 brand
- Turning cultural food into a scalable retail product
- Getting into local stores and expanding to grocery chains
- What retail buyers actually care about (pricing, velocity, data)
- Using demos, promotions, and follow-up to drive sales
- Building a mission-led brand without investor pressure
Listen in to learn what it really takes to build and sustain success on the shelf.
Website: https://terraneanherbs.com/
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