Dinos Stamoulis: Publix, Costco & Beyond

Getting a product onto a major retail shelf is only the beginning. The real challenge is turning that opportunity into repeat purchases, lasting customer trust, and a brand people choose again and again. How do founders make sure a big retail win becomes sustainable growth?

Dinos Stamoulis believes that success after a retail launch comes from combining smart marketing, strong operations, and a product that delivers on its promise. He explains that awareness drives trial, but repeat purchases come from taste, quality ingredients, and creating something people genuinely feel good about consuming. His perspective shows why building a lasting food brand requires attention to every detail, from the shelf to the customer experience.

On this episode of the Firebelly Social Show, Duncan Alney talks with Dinos Stamoulis, Co-founder and Chief of Awesomeness of Paleonola, about scaling a food brand through retail growth. They discuss Publix expansion, preparing for Costco, and driving repeat purchases. Dinos also shares advice on founder authenticity, operational focus, and protecting brand integrity.

Here’s a glimpse of what you’ll learn: 

• [1:20] Dinos Stamoulis on maintaining momentum after landing major retail opportunities
• [4:15] Lessons learned from launching Paleonola at Publix and building retail velocity
• [8:40] Why awareness, social, and product quality all matter in driving customer loyalty
• [12:56] The importance of store visits and founder involvement in retail growth
• [17:41] How authenticity and strong operators drive brand success
• [22:02] Dinos discusses Costco preparation, operational planning, and launch lessons
• [28:01] Protecting real food, honest ingredients, and brand integrity
• [40:56] Dinos shares why focus is the key to building a successful food brand

About Dinos Stamoulis:

Dinos Stamoulis is the Co-founder and Chief of Awesomeness at Paleonola, a company dedicated to crafting delicious grain-free products made from real food ingredients. Under Dinos’ leadership, Paleonola has grown from its farmers market roots into a nationally recognized brand, now available at Whole Foods nationwide, Publix, and through regional Costco rotations. A former pro hockey player, Dinos created Paleonola to fuel better performance through better nutrition. Today, he remains hands-on with the brand, from product development and community engagement to overseeing retail launches.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Dinos Stamoulis on LinkedIn
• Paleonola
• “Dinos Stamoulis: Real Food. Real Talk.” on the Firebelly Social Show
• Gian-Mikel Facenda on LinkedIn
• Eric Martindale on LinkedIn
• Darren Viscount on LinkedIn
• Jay Williams on LinkedIn

Quotable Moments:

• “Everybody says the work starts once you’re in. So that’s definitely true in our case.”
• “If you create something that people feel good about eating, they’ll be back.”
• “You can’t run a brand from behind a desk. I think you need to get out in the field.”
• “If you don’t take care of yourself, you’re going to be a disservice to everybody else.”
• “The highest lever you can pull is focus. And it’s not just putting your head down; it is saying no to a lot of things.”

Action Steps:

1. Build demand before and after retail launches: Creating awareness through social efforts, founder content, and targeted marketing helps drive trial while keeping customers engaged beyond the initial purchase.
2. Stay involved in the field, not just behind the desk: Visiting stores and checking placements firsthand helps founders maintain consistency, solve problems quickly, and understand the customer experience.
3. Focus on product quality to drive repeat purchases: A strong product that delivers on taste and ingredients creates customer loyalty beyond the first trial and builds long-term brand momentum.
4. Create operational playbooks before major retail opportunities: Preparing processes, communication plans, and supplier coordination reduces mistakes and helps brands handle the demands of large-scale launches.
5. Protect the authenticity and integrity of your brand: Staying committed to honest ingredients and a clear mission builds trust with consumers and helps a brand stand out in a crowded marketplace.

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