Effective partnerships between brands and procurement teams
Recorded at the 2025 Big Connecticut Food Event on 3/1/25 at the Yale School of Management.
Moderator
Kimberly Allardyce (Naturally New England)
Panelists:
Marla Tremsky (Bozzuto’s)
Eric Nilsson (Geissler’s Supermarket)
Jamal Robinson (New England Brewing Co)
Dave Placzek (Big Y)
Breaking into the retail market is a challenging journey for emerging food and beverage brands. In a recent panel discussion featuring industry veterans from Big Y Foods, New England Brewing Company, Bozzuto's, and Geisler Supermarkets, founders gained invaluable insights into successfully launching and maintaining their products on store shelves.
The Path to Retail: First Impressions Matter
Retailers are looking for more than just a great product. They want brands that demonstrate a deep understanding of their category, market positioning, and unique value proposition. Eric Nielsen from Geisler Supermarkets emphasized that taste is paramount, but brands must also showcase:
Comprehensive category knowledge
Clear differentiation from competitors
Well-thought-out packaging
A compelling brand story
Preparation is Key: What Retailers Want to See
Successful brand pitches go beyond the product itself. Panelists highlighted critical elements that can make or break a retail opportunity:
1. Retail Readiness
Registered UPC barcodes
Consistent pricing across wholesale partners
Clear distribution strategy
Proper logistical organization
2. Packaging and Presentation
Eye-catching design
Clear communication of product attributes
Sustainability messaging
Ability to stand out in a crowded marketplace
3. Marketing Support
Strong social media presence
Sampling strategies
Consumer education initiatives
Consistent brand storytelling
Breaking Through: Effective Communication Strategies
The panel unanimously agreed that email is not the most effective way to reach buyers. Instead, they recommended:
Visiting stores in person
Building relationships with store managers
Leveraging distributor networks
Attending food shows and industry events
Creating authentic connections with multiple store personnel
Demo Days: The Secret Weapon for Brand Growth
Demos can be a game-changer for emerging brands, especially when resources are limited. Key tips include:
Offer free product to retailers
Prepare concise, memorable talking points
Create shareable branded materials (stickers, etc.)
Be persistent and passionate
Trends to Watch: What Retailers Are Seeking
The panel highlighted several emerging trends that can help brands stand out:
High-protein products
Low-calorie options
Zero sugar alternatives
Prebiotic and fiber-rich foods
Products aligned with wellness messaging
Building Long-Term Retail Relationships
Success isn't just about initial placement—it's about sustained partnership. Strategies include:
Regular communication with category managers
Providing value beyond product sales
Being a category resource
Staying informed about industry trends
Maintaining flexibility and openness to feedback
Promotional Strategies: Getting on Sale Flyers
Navigating promotions can be complex. Brands should:
Work closely with distributors
Understand different promotional methods (off-invoice, bill-back, rebates)
Carefully manage margins
Track promotional effectiveness
Practical Advice for Founders
The panelists offered candid advice for entrepreneurs:
Don't over-commit financially too early
Start small and learn
Be prepared to work hard
Understand that growth takes time
Stay passionate about your product
Real-World Success Stories
The discussion featured founders who successfully navigated retail challenges, like Perfect Pita and We Char Food, demonstrating that with the right approach, emerging brands can break into major retail chains.
Key Takeaways
Know your category inside and out
Invest in compelling packaging
Build authentic relationships
Be persistent and adaptable
Focus on creating value for retailers and consumers
Final Thoughts
Entering the retail market is a complex journey that requires preparation, passion, and strategic thinking. By understanding retailer perspectives, focusing on product quality, and building strong relationships, emerging food and beverage brands can increase their chances of success.
The road may be challenging, but with the right approach, your product can find its place on store shelves and in consumers' hearts.