In this Entrepreneur Q+A with Laura Ash sits down with Shayna West, founder of West Natural Wholesale Distribution, to break down what it really takes to get a brand-new product line into retail — and set it up for long-term success.

Shayna brings a rare perspective from both sides of the aisle: before founding her distribution company, she spent years as a sales representative for major natural brands (including evanhealy and Gaia Herbs), helping products get placed in stores through real buyer relationships, merchandising, and sell-through strategy.

Now, as a distributor, she helps brands streamline the operational pieces that make wholesale sustainable — pricing, terms, ordering, logistics — while supporting retailers with curated products and education. In this conversation, Shayna shares what buyers look for, what most new founders misunderstand, and how to approach wholesale and distribution without burning out or underpricing your work.

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