Hardware Podcasts

Ep. 1: What the F is a Broker?! with Jake Huber

The Startup CPG Podcast · 28 Apr 2020 · 37m · Episode 1

What this episode covers

Jake Huber, founder of The Better Food Group and former VP of Sales for startups, explains the role of CPG sales brokers as an extension of a brand's sales force. He details five key services: headquarters and regional calls, data analytics, field teams, distributor support, and innovation strategy. Huber advises founders to build leverage by securing initial distribution before signing a broker, emphasizing that brokers provide critical market intelligence and buyer relationships that founders cannot easily replicate alone.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
The Better Food Group, Harlow HRK, Kroger, Target, Walmart, Costco, HEB, Dr. Pepper Snapple Group, Frito Lay, Unilever, Campbell's, Eat Just
Also
Nielsen, IRI, Mentel

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