Hi! I’m Kristie, the founder behind Imagine Collective. For the last four years, I’ve been building my food and beverage consulting business from the ground up. Before that, I was in the FMCG world for about nine years – a great spot to see so many brands really take off. Now, I’m excited to share all that hands-on learning to help your brand not just grow, but truly stick around.

Starting a food or beverage brand is one of the most exciting things you can do. Over the years, I’ve had a front-row seat to Australia’s hospitality industry, watching passionate founders bring incredible ideas to life. But I’ve also seen how tough this industry can be. I’ve been lucky enough to work with countless founders, taking them from a product idea to landing that first big distribution deal. The biggest lesson I’ve learned? Building a brand that lasts is a marathon, not a sprint. It takes time, patience, and a whole lot of grit.

Too often, I see amazing businesses start with a bang but miss the fundamental steps—like overlooking food safety, skipping compliance, or underestimating the work it takes to get on the shelf and distributors or large end users in each channel. It’s super easy to get caught up in the hype of “quick wins” on social media or the dream of instant success, but the reality is way more complicated. Often, fantastic ideas don’t fail because they lacked potential, but because they didn’t have that solid foundation or a realistic plan to keep them going. It is also understood a deal can take up to 15 months to happen (things take time to build trust in your brand). It is being realistic and making sure you have the right information to give to the end user and distributor based on their channel. 

This is where my team tends to get the call. Our work isn’t about grand gestures. It’s about methodically sorting the messy details—in supply chains, distribution, pricing structures, and more—so brands have a fighting chance not just to launch, but to stick around. Our job is to help clients focus on the important groundwork rather than just what seems shiny or immediate.

Don’t Get Lost Chasing the “Shiny Carrot”

In this market, hope can be both a blessing and a blindfold. There are so many “what if” scenarios that founders lose sight of what’s actually workable. Too often, I see brands looking for shortcuts instead of building sustainable systems. Patience and consistency, while not always glamorous, are non-negotiable if you plan to be here for the long haul.

Investing in long-term growth with the right broker or consultant takes trust. That means moving beyond the hunt for quick deals or exclusive distribution arrangements. The brands that thrive understand where their product belongs, who it serves, and how it moves through channels with genuine intent. Strategy isn’t a nice-to-have; it’s a must. Sometimes as founders it is about stop, pause and listen to the advice given from the consultant, listen to their channel mapping strategy and let it work.

I always encourage founders: take your time and allow time for it to happen. There’s huge value in slow, steady progress. Be wary of exclusive agreements too early. Keep your channel options open and test your concept widely so that you can adapt and build genuine momentum.

The Value of a Great Broker or Consultant

When you bring on a broker or consultant, give them room to do real work. This partnership should be more than a transactional relationship. The best consultants bring their network, experience, and teams—that insider knowledge that opens doors a founder alone wouldn’t find. At Imagine Collective, for example, our network doesn’t just stop at buyers: we extend consulting expertise for operational flow, food safety, marketing, and menu placements.

Still, there’s no getting around it: the founder’s role in the early days will always be hands-on. Consultants can give introductions and shape strategy, but they can’t walk the whole path for you. It takes time to build the credibility that gets your brand actually considered by key decision-makers or featured in a national program.

Even when a deal doesn’t close, the effort a consultant has put in—from pitching and meetings to guiding product development—moves your brand forward. Sometimes a “no” at the final stage is still a sign that you’re in the right rooms and processes.

Understanding the Market, the Margins, and the Timeline

Numbers matter. I always urge founders to check their cost-of-goods and think honestly about price point. Does your pricing reflect the true cost structure in the market? Are you clear on the difference between making a product in-house and outsourcing—and how that affects your profit and ability to scale?

Some crucial questions to consider:

• Do you fully understand distributor expectations and contractual terms in Australia?
• Are you aware of the rebates and incentives big groups—whether hospitality, aged care, or QSR—might require?
• Have you factored in all the real costs, beyond raw ambition, when pricing your range?

Patience is more than a virtue here—it’s a necessity. Entering a major distributor or QSR network can take a year or more of groundwork, product sampling, back-and-forth, and relationship-building before an actual deal lands. Sometimes, even with everything lined up, brands hesitate or walk away from the best opportunities because they can’t see the value in playing the long game.

Real Lessons from Real Founders

• I’ve worked with brands that spent over 18 months to secure a key distribution partnership—now moving $40,000 in product per month with room to grow further.
• Others have landed national distribution but then faltered because they struggled to activate those opportunities.
• Some founders passed up ideal offers with two hands, missing out on long-term growth because they wanted “more now.” They missed that what matters is sustainable wins, not the quick fix.

The brands with staying power are those that ground themselves, plant strong roots, and steadily nurture their own growth. The rush of the “shiny carrot” can blind founders to the value of persistence and measured, strategic evolution.

Final Thoughts

Launching a successful brand in Australia’s crowded food and beverage sector isn’t about flash-in-the-pan success. It’s about laying the right foundation, pacing yourself, and working with advisors who share your long-term vision. Distribution deals, pricing strategy, compliance checks—they aren’t hurdles, they are milestones. Bring your best energy to the process, and you’ll see returns, not just bursts of excitement.

Stay focused on your plan, surround yourself with the right partners, and commit to playing the long game. Other brands will come and go, but if you put in the work—deliberately and patiently—yours can take root and flourish.

About the Author

Kristie Booker leads Imagine Collective, where she helps both emerging and established brands navigate the business of food and beverage. Whether it’s steering through compliance, scaling distribution, or shaping marketing that works in the real world, Kristie’s approach blends industry expertise with genuine partnership.