Emerging Brands

Road 2 Retail

Food entrepreneurs, take advantage of this unparallel opportunity to build your business among California’s giant $82 billion grocery marketplace (12.5% of total U.S. sales). With the Road 2 Retail series, you will benefit from a highly-targeted educational program that will culminate in buyer appointments at the 2021 CGA Strategic Conference. 

Road 2 Retail was created to help guide emerging and challenger brands navigate how and when to go about securing distribution in food, drug, mass, club and dollar store brick-and-mortar classes of trade. This nine-part webinar series is based upon years of experience, interviews with buyers from large retail stores and continued discussions with supporting manufacturers and suppliers. After years of leading and managing the business building initiatives for many companies, experts Tracey Priest and Bruce Montgomery now focus on assisting emerging brands through this important, yet complex process.

July 19

How to know you are ready for retail?

Understanding how to evaluate your brand’s traction, translating online presence to the physical stores and understanding the certifications and supply chain logistics you need to be successful.

July 26

How to get a meeting?

Building relationships with retail buyers, understanding the role of sales agencies, and positioning your data and media assets to demonstrate your brand’s value.

August 2

Developing a Go-to-Market strategy

Breaking down the various classes of trade, crafting your marketing and pricing strategies and determining which path is right for you. Understanding the retailer’s marketing expectations such as slotting fees, trade spending, and annual planning reviews.

August 9

How to prepare for a retailer meeting?

Customizing your presentation for retail buyers and effectively positioning your brand and differentiate your product(s).

August 16

What retailers expect from your brand.

Effectively telling your story to get the most from your retailer conversations. Understanding and communicating your brand’s role within the context of overall category performance.

August 23

What to include in your presentation.

Conducting your meeting with substance and style – smoothing out the rough edges of your presentation and successfully emphasizing the right information during your pitch.

August 30

How to follow up after your meeting.

Now what? Learning the important next steps to follow your initial meeting including addressing issues, completing essential paperwork and working with brokers or sales agencies.

September 7                      

How to choose a co-packer.

Understanding the role of co-packers and the importance of evaluating their certifications, inspections, shipping capacities, recall support, and cost of goods sold calculations.

September 13                    

Certifications and ingredients.

Understand the ingredient requirements of major retailers, including organic, non-GMO, Fair Trade and an overview of the requirements of California Prop 65.

September 20                    

What’s included in a marketing and trade marketing plan.

Developing your marketing game plan to generate awareness, trail and loyalty. This includes social media & consumer advertising plans, endorsements & brand ambassadors, and events & in-store demo activities.