During SFA's latest Maker Prep webinar, Scott Zoeller, founder of Many Minds Consulting, a company created to help retailers and manufacturers better understand the retail landscape, shared his advice for makers wanting to distribute their products through supermarkets and other retail channels. Before founding his company, Zoeller worked as a buyer, director, and vice president at supermarkets including Kings Food Markets, Uncle Giuseppe's, and QuickChek, among others.
He related that makers can best communicate their products to buyers and consumers through research-driven solutions and compelling product pitches.
“When you think about your product or your story, put some key notes in there about what the benefits are and a little about the product,” Zoeller advised during the webinar. “It's very important because it's your billboard when you are not there selling the product.”
He stressed the importance of doing anything necessary to “wow” the buyer when pitching the products, using samples, testimonials, and any other information possible to ensure the buyer becomes engaged. He cited a kefir company that dubs itself “the champagne of dairy” as an example to help communicate the product's specialty and importance.
When examining the retailer landscape, Zoeller provided information on the pros and cons of working with each of the following channels: specialty store or website, conventional store, limited assortment, supercenter, convenience store, warehouse club, and discount store.
For more of Zoeller's advice on getting specialty products onto supermarket shelves, watch the webinar on demand in SFA's Learning Center.
Related: Why They Matter: Regulations, Certifications, and Licenses; Midwest to be Focus of Meijer's Localization Summit