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ASK JORDAN

Ask your questions here to get an answer in a future newsletter. 

💬 Question: When’s the best time to work with a Broker and what do I need to be successful with one?

🎙 Jordan’s Answer: Most founders think of CPG Brokers as outside sales reps for their brand, and dream of them completely taking over the sales function. The reality is that most brokers are simply good at “brokering” introductions to retailers, not closing the deal. Knowing this will help you best position yourself for success in working with them. Here are some tips on

Broker Types: Brokers are typically either focused on a single retailer (Target, Wegmans, Walmart), or cover a certain type of channel (natural, independents) or region (California, North East).

Success Rate: Brokers are great at introducing your products, not selling your story. Empower them by having the best possible product, telling a strong sales data story, and driving consumer and retailer demand first, before the meetings even happen.

Management: Treat brokers as members of your team, don’t expect them to manage themselves. At the beginning you should schedule a weekly call with them to make sure things are moving timely and as per expectations.

Expectation Setting: Clearly set expectations with brokers and listen to them when they tell you what’s possible. The downfall of most relationships come when expectations are unmatched and communication falls through.

Timing: The best time to work with brokers is after generating significant sales through your internal team, and when you have a proven sales process. It’s also helpful if you’re courting a specific retailer but can’t get in on your own.

SALES

9 Keys to Success for New Retail Launches: Advice from Client Brands

In the ever-evolving landscape of CPG, one timeless truth remains: It’s hard. Whether you’re launching a new product or expanding your brand, establishing trust and getting off to a good start with your buyers is essential. We thought we’d ask our own client brands that have “been there” and “done that” for advice they’d share with other growing brands pursuing a new launch. So, with that said, here are 9 keys to success – straight from brands who have launched and grown successfully.

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Why Your Brand Should Advertise On Instacart

If you’ve ever found yourself wondering how to fuel your grocery sales and gain valuable exposure, look no further than Instacart. This platform is an absolute game-changer, providing brands with a golden opportunity to shine and connect with their target audience like never before. With widespread availability across various retailers (excluding Whole Foods and Walmart), Instacart provides a great option for brands to reach their customers.

I reached out to my friend Kevin Gawronski, who helps brands succeed on Instacart to better understand why you should be advertising on this channel.

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MARKETING

Ultimate Guide to Merchandising

The hardest part of selling a CPG brand isn’t getting on shelf at a retailer, the hardest part is selling off the shelf. Why? As an emerging brand, you’re one of 10,000+ products for customers to choose from in any given grocery store AND have a retailers attention to make sure your product is positioned to sell. That’s why the key to success in retail is properly merchandising your products.

In this Ultimate Guide to Merchandising we’ll cover:

• What is merchandising and why CPG Brands need to do it.

• Creating a merchandising strategy for your brand.

• When to work with 3rd party merchandisers

• Who to work with for merchandisers

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Content Sharing Dilemma: Navigating the TikTok, Instagram, and YouTube Shorts Era

When Facebook organic reached started dropping years ago, this led to more focus on Instagram…which led to brands beginning the repost era. Sharing content they created for Instagram to Facebook.

There has always been a huge debate about this. Posting content to a social channel that you created for another – is that ok? Does it even matter or get engagement? Is it ok if you optimize it for that channel? Obviously your analytics should be the first place you go to help make that decision on your own.

Now, it seems TikTok is our Instagram, and Instagram is our Facebook, and don’t forget about Youtube Shorts!

As we work to really figure out strategies for our clients around introducing Youtube Shorts, we were curious as to what brands are using all three channels – and if they are sharing the same content.

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BUSINESS

3 Time Management Hacks to Optimize Your Workflow

Feel like you don’t have time to get everything done? You’re probably right.

Here are 3 tips for optimizing your time.

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About Foodbevy

Foodbevy helps food and beverage brands grow from startup to scale through inspiration, education, and partnership.

Jordan Buckner

Founder

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