Travis Reams, a buyer at Meijer, sat down with Jomaree Pinkard, co-founder of Hella Cocktail and CEO of Pronghorn, whose products are sourced by the retailer, Monday, during the Winter Fancy Food Show session “Diversity Buying: How it Works.”
Reams outlined the retailer’s Roadmap to Retail program that helps get diverse-owned brands ready for market with the goal of getting these brands to eventually scale and branch out to additional retail chains.
“We want you to start with us and see you grow beyond us,” said Reams. “We’re in six states but want to see you in all 50.”
Among the successful diverse-owned brands with which Meijer has worked are The Only Bean, an edamame pasta product carried in over 200 stores, and Deeply Rooted Farms, whose products are in more than 250 locations.
He said he feels good about sourcing products from founders with underrepresented backgrounds since it helps lift these communities.
Once on the shelf, Meijer helps amplify diverse-owned brands by sharing maker stories at the shelf. Doing so helps form connections with shoppers who are looking for brands that represent them.
“We celebrate each [cultural] heritage month by identifying five or six [diverse-own] brands that we’ve had success with over the years,” Reams said. “We feature their stories on boxes at the shelf and it makes it an experience so that when the consumer buys the product, she becomes part of the story. She’ll tell two people, that person will tell two people, and then we’re sold out.”
Pinkard noted that he gets a lot of interest in his products leading up to Black History Month but it’s important for retailers and brands looking to promote diversity to do so beyond just the month of February.
Reams agreed, noting that Meijer’s cultural diversity month efforts are a “jumping off point” for a more evergreen solution. “We build synergies and work from there,” he said.
Pinkard underscored the importance of sharing business wins with other diverse-owned brands. He helped create (included) CPG, a membership collective for BIPOC executives in CPG who are dedicated to one another’s success and commit to amplifying BIPOC voices and brands in the industry.
Reams recalled attending a previous Fancy Food Show where Pinkard put him in touch with the diversity-owned brand Yolele from which Meijer ended up sourcing product.
“Yolele has grown at Meijer and [Pinkard] opened the door for others to come in,” he said.
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