Many food makers face challenges when trying to get their products on retailer shelves, whether via a distributor, broker, or on their own. Here are four pieces of advice from SFA’s Ask The Experts webinar speakers to increase your chance of success with retailers.
1. Know who you’re selling to. To maximize your chances of getting on a retailer’s shelves, Art Papazian of ACP Specialty & Natural Consulting & Management suggests truly understanding the store/chain you are selling to. Look at their merchandizing, their pricing and promotions, and be able to articulate how your product can help them achieve their interests or goals.
2. Find the right broker. “A good broker knows their portfolio, understands your needs, and is able to put together a plan to grow your brand,” said Max Weiner of Burdette Beckmann, Inc. Other important qualities in a broker include honesty, organization, resourcefulness, and follow through, especially around communication.
3. Evaluate and rationalize SKUs. John Raiche of UNFI suggested makers give thought to the types of and number of products they are offering. “Is this product something that a retailer is going to take the time to set up and put on the shelf, especially during difficult times?” Focusing on top-performing products can ensure better success at retail.
4. Consider case pack optimization. According to a study done by the SFA and Jim Wisner of Wisner Marketing, makers who reduce case packs bring in more revenue and are more cost effective, resulting in a broader distribution of specialty items to more stores. “More products being sold in more channels and smaller format stores becoming the new normal means that space is at a premium and optimizing your case packs is more important than ever,” said Wisner.
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