Ed C.’s Post

I've been seeing a *lot* of CPG brands make this same mistake: They're seeing closures of many key paths to market (like Foxtrot), and taking it as a sign that they should go straight to big retail. But let's be clear: **Most brands should NOT launch straight into big retail.** Historically, brands that have found success by launching straight into big retail share these characteristics (from what I’ve analyzed): → They have an extremely large addressable market → They have pre-existing brand awareness → They have access to capital and a retail execution network → They have a relatively simple product innovation that most people will understand immediately Think: Oreo’s Double Stuffed, Liquid Death Water in a Can, Sugar Free Coke If this doesn't describe you, proceed with caution. Retail can be your biggest sales channel...when you’re ready. But we need to respect the growth curve. Instead? Invest your time into other entry points to market for emerging CPG brands, like: 🌟 INFRA 🌟 Pod Foods 🌟 Faire 🌟 Pop Up Grocer 🌟 National Co+op Grocers Want to take this build-up approach to retail...but don't know where to begin? I'd love to support you on your journey going to retail. Shoot me a DM!

Having the best product in the market means nothing if it can't reach the shelves—or better yet, your customer's hands. In the fast-paced FMCG world, distribution isn't just a piece of the puzzle—it's the game changer. Ready to unlock the secret to unstoppable growth? Think about it—your latest snack or beverage product could be the best on the market, but without a well-planned distribution strategy, it’s just inventory gathering dust. FMCG entrepreneurs who truly understand the dynamics of supply chains, the nuances of retail networks, and the expanding influence of digital platforms, are the ones who consistently stay ahead of the curve. They recognize that shelf space—whether in-store or online—drives visibility. And it’s not just about being visible; it’s about being accessible and convenient to the end consumer. For the FMCG CEO, it's not just about distribution—it’s about speed to market, knowing how to negotiate with key retail players, understanding warehouse logistics, and, in today's world, utilizing data-driven insights to optimize stock levels and customer demand. Entrepreneurs who crack this code don’t just create great products—they build FMCG empires. The lesson? Nail your distribution strategy, and the growth will follow. Don’t let your product sit in the shadows. Master the art of strategic distribution and watch your FMCG brand soar! Join our CFO community today and learn how to turn your distribution channels into your biggest competitive advantage. #Strategy #FMCG #Future

In the competitive FMCG landscape, choosing an off-take driven strategy is more than a smart decision—it’s a game-changer. By aligning with consumer demand, you ensure your products are not just present but preferred, creating a demand pull even in the unrecognised or new category, that keeps them in constant motion. Visualize this: your products are flying off the shelves due to strong consumer demand, effortlessly navigating a well-established distribution network. Retailers are eager to stock & showcase your brand because it consistently delivers value. It’s about creating lasting excitement & maintaining a strong market presence. Consider the vital role of distributors in this equation. They aren’t just logistics providers but they’re investors in your brand. They dedicate time, resources, & valuable retailer connections to bridge the gap between your products & the end consumer. Their support is crucial for maintaining a smooth flow from shelves to shopping carts, making them an integral part of your success. On the other hand, a primary driven approach might offer a short-term boost but lacks the depth needed for long-term success. Frequent changes in distribution and unreliable retailer support can undermine initial gains, making it difficult for your product to establish a lasting market presence. Choosing an off-take strategy means committing to a vision of sustainable success. It’s about ensuring your products resonate with consumers & earn reliable support from both retailers; distributors etc. By focusing on what truly drives demand, you have to build a brand that not only competes but thrives, securing its place in the hearts of consumers and the shelves of retailers.

𝐓𝐡𝐞 𝐒𝐡𝐨𝐜𝐤𝐢𝐧𝐠 𝐓𝐫𝐮𝐭𝐡 𝐀𝐛𝐨𝐮𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐎𝐟𝐟𝐭𝐚𝐤𝐞 I’ve noticed a lot of chatter lately about product offtake and why certain brands aren’t performing as expected on the shelves. It usually comes from leadership who think it’s simply about “pushing harder” on distribution. Here’s what they’re missing: In 2024, if a product isn’t moving, it often reflects issues with the product’s appeal, price, or promotion, not just distribution. Products don’t stay on the shelves if they’re priced right, have strong consumer demand, and are marketed well. Consumers always look for the best value. Brands should feel obligated to deliver the same. If you’re not investing in consumer insight and market relevance, they’ll choose a competitor who does.#FMCG #ProductMarketing #Retail #SalesStrategy Amar - Sales and Growth Mentor ProReach Sales Academy

If at product level the effective coverage is maintained and secondary sales is declining then there is an issue with offtake. To fix offtake issues, deep dive to be done into marketing and trade marketing aspects

The entry fee to compete in today's CPG industry is a "great product," but that "great product" alone will not determine level of success. This is why the smartest CPG brands are focused less on product-based differentiation, as they know that competing on that alone will only provide a transient advantage... With today’s fast-follower low barriers-to-entry CPG business landscape, your best product features are too easy to copy and an insufficient defensible moat. What's the solution? A bold strategic narrative enables CPG brands to create a unique story that will guide their entire internal and external business activity. When done correctly, this is what carves through the marketplace noise and leaves a valuable long-term impact on purchasing behavior... #strategy #trends #markets #fmcg #cpg #food #beverages #sportsnutrition #supplements #innovation #productdevelopment #marketing #branding #merchandising #retailing #retail #business #businessintelligence #entrepreneurship #consultants

▶️▶️ Investing in technology enables retailers to modernize infrastructure, improve processes, and maintain agility, crucial for mitigating supply chain failures. It supports real-time inventory management, efficient order fulfillment, and enhances customer experiences by personalizing services and optimizing operations. #success #leadership #pharmacy #sales #goals #leadership #management #leadershipdevelopment #employeeengagement #leaders #people #leadershipfirst #leadershipfirstquotes #executivesandmanagement #inspiration #giffordthomas #entrepeneurship #pharmacy #clinical #sales #passion

When you're an early-stage CPG brand founder...each individual customer means the world to you. But then as you scale (and your customer base grows), CPG brands (oftentimes unintentionally) wrongfully distance themselves from those original core customers...making them feel like just a number. And that’s becoming a bigger issue in today’s CPG marketplace where customers expect brands to add value to their lives beyond simply providing a great “made to stock” product. So, CPG brands must focus on building a company culture that rewards the creation and adoption of unscalable customer-centric strategies. The goal would be to prioritize customer intimacy even as the CPG brand goes through the typical growth/adoption construct... #strategy #trends #markets #fmcg #cpg #cx #customerexperience #food #beverages #sportsnutrition #supplements #innovation #productdevelopment #branding #marketing #merchandising #retailing #retail #business #grocery #businessintelligence #entrepreneurship #consultants

What's your process of predicting "the next big thing"? A prospective client recently asked us about how we approach trend forecasting...and our answer likely surprised them a bit! While examining historical/current retail sales data is important, we most often use it for validation purposes... Instead, we typically start by watching shifts in consumer behaviors that transcend the category because they drive demand. After this perspective is established, we can look for possible connections with consumer-driven areas that are emerging within the category. #strategy #trends #markets #fmcg #cpg #food #beverages #sportsnutrition #supplements #innovation #productdevelopment #marketing #branding #merchandising #retailing #retail #business #businessintelligence #entrepreneurship #consultants

The Right Brand Story, Vision, Strategies, and Execution Level - That's Retailing While everyone has a view of retailing, my experience is leading and operating brands —that's what I do for a living. The right strategies and execution level are non-negotiable in this industry, especially if you want to remain a real player. The problem is that this industry is constantly changing. I don't know why everyone is so surprised by it. It isn't a hospital or educational institution with strict protocols; it is a place of business where consumers affect the pace of change with their passions, desires, and wallets. Every day, I see a new strategic idea posted about products, training, and customer service, claiming that this will make everyone a better retailer. Not so! I have told retailers the same thing in private and brand meetings. If you are not growing your ideas and innovations from within, you are chasing the leaders and will never find your place in the market. Look at everyone who has failed. They did exactly that—chased the leaders, nothing uniquely innovative. Good retailers live and die by their brand designs, the reason they are in business, and the products they make, buy, and sell. They stand by them. Some will even offer a real ancient experience called service, even today. However, retailers that fail try to run their brands from the seat of their pants, and grasp into every idea that comes along. Others I have met run them with an iron fist and as their own ATM machine. But will spend no money on stores or people. The best retailers in the industry win because they have a vision for the brand. If you want to win in this industry, it isn't complicated, but it's also not cut and dry. You need a brand story with a vision, the right strategies, and an equal level of execution. I have encountered financial and technology people leading retail brands, and it has seldom ended well. There is a time and place for them, but at the end of the day, even as AI enters the arena, the right people at the top are the operators who are good with people and know what the front lines need to serve and what customers are looking for. Answer these strategic challenges, and you can build longevity in a brand, something that is getting very scarce. #retailing #strategy #ceo #technology #innovation