Deborah Ellinger’s Post

𝐓𝐡𝐞 𝐒𝐡𝐨𝐜𝐤𝐢𝐧𝐠 𝐓𝐫𝐮𝐭𝐡 𝐀𝐛𝐨𝐮𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐎𝐟𝐟𝐭𝐚𝐤𝐞 “The executive has the reins” 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 “The power factor and where the wind blows” It all boils down to marketing & Solution given to the Consumers which is not the case. Companies needs to explore opportunities with in all function. Everything can not be the Sales function.

Juice and Jeopardy - How Naked Juice's Journey Can Guide Your Sales Strategy. Back in the early 1980s, two friends, Jimmy Rosenberg and David Bleeden, noticed something. People loved healthy, natural drinks but didn't have many options to choose from. Walking along the sunny beaches of Santa Monica, they decided to change that. They started making fresh fruit juices with no artificial ingredients, calling it "Naked Juice." But starting a successful business from scratch was no easy task. The initial journey was tough. Imagine selling juice right on the sandy beaches with only a small stand. An interesting fact is that the name "Naked Juice" came from their idea of keeping the juices free from any artificial stuff, just like being "naked." Despite their passion, expanding the business wasn't simple. They had to find ways to get their products in more places while staying true to their natural roots. The big break came when Naked Juice tapped into the growing health food movement, appealing to people looking for nutritious options. To manage nationwide demand, they set up new delivery centers and even got bought by PepsiCo in 2007. This was a game-changer. With PepsiCo's wide distribution network, Naked Juice became available everywhere. This strategic move highlighted the importance of good sales systems and partnerships to grow a business. My Big Takeaway: The story of Naked Juice shows the power of a solid sales strategy and leadership in growing revenue and making an impact. Having an effective sales system and forming strategic partnerships can help scale operations and meet customer demands. Naked Juice’s road from a small beach stand to a nationwide brand teaches us that passion, coupled with smart sales strategies, can transform a business. Join the www.CEOSalesHuddle.com for sales growth and business strategies. Stay Hungry. Stay Humble. Che Brown www.CEOSalesHuddle.com Connect with me: @IamCheBrown #CEOSalesHuddle #CEOSalesDashboard #CEOMasteryNetwork

It’s been a while since Sarah and I indulged in churros. The memory of that chewy, crispy texture, perfectly complemented by a blend of white and Spanish caramel dip, still lingers. As we savored each bite, we couldn’t help but appreciate how these seemingly simple add-ons worked together to create a delightful experience. But beyond the churros, this culinary adventure got me thinking about what makes a successful sales department. Just like those churros, there are many moving parts, each requiring the right balance. A company isn’t just its sales team; it’s a symphony of interconnected departments, each playing a crucial role. Consider these touch points—the threads that weave the fabric of a customer journey. Marketing, operations, finance—they all contribute. An astute sales leader must reflect on the capabilities of each department and strategically uplift key stakeholders. It’s about orchestrating harmony, ensuring that every interaction aligns with the overall vision. So this is something to reflect upon the next time you have churros.

**🚨 Is Your Dream Product Stuck in a Distribution Nightmare? 😪 I've been hearing this story far too often lately: You pour your heart and soul into creating an amazing product. Launch day comes, and thanks to your food broker, you get fantastic placement. But as the weeks roll by, the excitement wanes. Suddenly you find yourself with tens of thousands of units sitting in KEHE and UNFI warehouses, the shelf life clock ticking away. Your brand, your dream, is at risk of dying on the vine. Sound familiar? 🌟 The problem isn't your product—it's the strategy. 🌟 Many food brokers excel at launching products but fall short when it comes to long-term success. What's missing is a holistic approach that includes: 🔍 Tailored Sales Strategies   🚚 Efficient Logistics Management   💸 Strategic Capital Raising   🤔 Thoughtful Business Planning  I hear you loud and clear: *"I want what's best for our business. I want to win. I want our product in the hands of the right customers, and it may not be Amazon and Walmart."* That's where I come in. With 25 years of experience as a CPG Brand Strategy Consultant, I've helped countless brands not just survive but thrive. I bring expertise in: ✅ Operational Efficiency   ✅ Manufacturing Optimization   ✅ Launch Strategies   ✅ Ongoing Support and Consultation  Let's turn those potential losses into wins. Your product deserves to be more than just another SKU in a warehouse. Let's get it into the hands of the right customers and build a sustainable future for your brand. 🔗 Connect with me today and let's discuss how we can make your brand a success story. DM Strategy for next steps #CPG #FoodBrands #SupplyChain #SalesStrategy #Logistics #Consulting #OperationalExcellence #BrandSuccess #Entrepreneurship #BusinessGrowth

How can market mapping draw a #growth #strategy? I had a hectic month before the holidays when I was asked to lead a mapping potential project for a B2B global company. They needed to understand the size of the #opportunity for a new food & beverage ingredients business they are exploring.  **What steps did we take?** 🧭 First and most importantly, I listened closely- I ensured I understood my client's targets and defined a working process to meet them. In this case, I found it super important that the company's team takes an active role in the process, thus gaining a comprehensive understanding of how their future portfolio fits into different categories. It will be a significant asset once they begin selling the ingredients and solutions. 🧭 Next, I broke the strategic process into steps- Understanding the market breakdown, getting the market data, assessing the opportunity within each category, mapping the top players, highlighting the client's advantages, and calculating the sales potential. 🧭 Finally, I wrapped it all into a coherent, focused, and great-looking presentation! These materials are the foundations for business expansion. 🎯 We achieved an impressive outcome that will open doors to new collaborations and success for my client. I was honored to have earned their trust! My expertise is food &beverage and food-tech. Can I help you too identify new business opportunities? *Picture by freepik #marketingstrategy #markettrends #consumersinsights #strategy #foodandbeverages #marketingfreelancer #CMOasaService #Michal_katzir_emek

🚀 Ready to take your beverage alcohol business to the next level? At Crafted Advisors, we specialize in helping companies scale, optimize, and transform their approach to market with a laser focus on executional excellence. 🍷🍺🥃 Our expertise spans: 🔹 Sales Strategy: We’ll help you optimize your distribution, segment markets effectively, and set pricing strategies that drive demand and elevate your brand. 🔹 Distributor Strategy & RTM: Building the right partnerships is key. We’ll guide you to select the best wholesalers, creating efficient coverage and maximizing performance. 🔹 Commercial Plan Strategy: A measurable and integrated commercial plan is essential for growth. Let us help you align resources to achieve your revenue goals. 🔹 Go-to-Market Execution: We develop actionable, data-driven launch strategies that ensure success in-market. 🔹 Business Transformation & Process Development: If you’re ready for change, we’ll help redesign your operations, boosting efficiency and adaptability. Whether you're navigating the complexities of distributor partnerships, planning a product launch, or simply looking to optimize your sales approach—Crafted Advisors is here to help. With 20 years of experience driving growth for iconic beverage brands, we know what it takes to win in this space. Let’s build your next success story together. 🙌 👉 DM me or visit www.craftedadvisors.com to learn more about how we can collaborate. #BeverageIndustry #SalesStrategy #BusinessGrowth #DistributorStrategy #BeverageConsulting #GoToMarket #ProcessImprovement #BrandBuilding

Niche-ing down doesn't just apply to CPG brands creating a customer profile... It applies to every business, no matter your industry. Let's look at the brokerage world as an example. If I say to you "I'm a food broker and can get you into Retail" - do you believe me? Do you believe I can get you into Sprouts, Whole Foods, Target, Costco, Etc? What if I say "I'm a Target Broker" - do you think I can get you in to the whole store? Can I rep you as a Food brand, or a toy company, or an electronics product? How about I'm a Target Broker that works on the food business helping Branded companies gain placement & manage day-to-day operations. Does that paint a slightly different picture? Is that a little more clear if I'm the right fit for you or not? Too many people stay generic with what they say they are. And then they run around like chickens with their head cut off trying to service every and any business partner across an entire industry... And then wonder why they aren't breaking through anywhere. Back to the CPG learning.. Switchback Foods wanted to be the after workout Smoothie mix for replenishing glycogen, but we also wanted to be Mom's afternoon snack for her kids, or the future D1 Hockey player that needed more greens in their diet, or Dad's way to more fruits & veggies throughout the day. All those positions work - but we finally put a stake in the ground and just picked one. Clarity > Chaos

As we reach the six-year mark since launching Viande Dry, I want to share some key insights. In these years, we’ve listened to consumer feedback, adapting our products to better meet their needs. It’s been a process of trial and error, one that has deepened our understanding of how our customers engage with what we offer. Despite our progress, there's still a long way to go. This experience has taught me that growth requires a genuine connection with our consumers. It's about more than just delivering a product; it’s about being in tune with their preferences and being willing to pivot when necessary. In a world that’s always changing, our ability to listen and adapt is key to staying relevant and building lasting relationships.

When a product is marketed right.

Stumbled on a fascinating post and I’m itching to read your thoughts. I understand the logic from the author, people know Protein Bars, Protein Milk, Protein Powder, etc. Here is the thing… many in the comments are ditching the first option for the second, but I gotta say, the second option is just plain boring. It blends in too much with competitors like Lays or Ruffles, looks like a Sun Chips wannabe. Were there areas for improvement, definitely, but they didn’t have to throw the baby out with the bath. The first option had real potential to create a brand with stopping power. Here’s what works: Orange Background: Color is a solid navigation tool in retail, making the product pop on shelves and it sets the stage for future color navigation with differentiated flavor offerings by creating a color palette of different hues within a similar tone. Large Chicken Silhouette: Iconic. It grabs attention from down the aisle and isn't just another bag with imagery of chips and text on the shelf. Branding Size in Second Option: It’s bolder and clearer, the background color adds contrast improving hierarchy. But the first option had unique, memorable elements that were lost in the updated second option. I believe thickening the weight of the first typographic mark and placing it on a similar black background element could create a strong first read element that would allow your eye to travel down and then drawn back up. Imagery: The first option could have used the imagery with more rationale, maybe bleeding and framing it across the bottom to guide the eye down. The size and placement could have been used to maintain consistency with new future flavors. Typography: The first option's typography varied too much without clear reasoning. Simplifying to something like 'BUFFALO CHICKEN CHIPS' all the same cap height, using a slight shift in weight and color to call out Buffalo flavor could clarify product type in the identity system. This could have avoided any confusion with, let’s say dog treats when read as Chicken Chips by itself. Also, utilizing BUFFALO CHICKEN CHIPS as I mentioned reads similar to BUFFALO CHICKEN DIP which uses similar rationale to the original author, it also leaves the door open for TERIYAKI CHICKEN CHIPS, HOT CHICKEN CHIPS, SWEET & SOUR CHICKEN CHIPS, etc. They could have done a collab with Panda Express and made ORANGE CHICKEN CHIPS. It’s sad to see brands with potential ditch strong design elements for safer, less distinct options. What do you think? And if you think I’m off-base, please let me know why, but allow me to reintroduce you to Fairlife milk — proof that sticking to solid design principles pays off.