And for shippers, grabbing something off the kitchen shelf is easier than buying overpriced shipping material, half of which will sit in a closet.

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Ms. Perillo stacks the book on a shelf in her kitchen.

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Competition for shelf space in the supermarket is already as intense as any hot war, but it will pale in comparison to competition for the actual shelf space in the home kitchen.

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So, I always, kind of, try to reflect on what people might have under the kitchen sink, or on their garage shelf, and that's, kind of, how most of these ideas have been born.

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