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

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2020-04-28
- Length: 37m
- Episode: 1
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber
- Listen: https://share.transistor.fm/s/3bfff042

## Summary

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.

## Chapters

- [0:05](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=5) Introduction: Jake Huber and The Better Food Group
- [0:55](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=55) Defining the Broker's Role and Huber's Background
- [3:45](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=225) Types of Brokers: National, Regional, and Boutique
- [5:18](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=318) Misunderstandings and the Founder's Active Role
- [7:15](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=435) Headquarters and Regional Calls: Strategy and Insights
- [12:22](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=742) Innovation Strategy and Buyer Psychology
- [14:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=856) Data Analytics: Access, Limitations, and Founder Responsibility
- [17:23](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=1043) Timing: When to Hire a Broker and Building Leverage
- [21:11](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=1271) Getting Started: Introductions, Retainers, and Networking
- [23:17](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=1397) Field Teams, Blitzing, and Distributor Support Structures
- [28:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=1734) Understanding Consumer Behavior and Channel Strategy
- [33:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2020-04-28-ep-1-what-the-f-is-a-broker-with-jake-huber#t=1989) Long-term Partnership and Communication

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- The Better Food Group (company)
- Harlow HRK (company)
- Kroger (company)
- Target (company)
- Walmart (company)
- Costco (company)
- Nielsen (other)
- IRI (other)
- Mentel (other)
- HEB (company)
- Dr. Pepper Snapple Group (company)
- Frito Lay (company)
- Unilever (company)
- Campbell's (company)
- Eat Just (company)

## Related episodes from other shows

- [Advice Line with Andy Dunn of Bonobos](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-17-advice-line-with-andy-dunn-of-bonobos) (How I Built This)
- [290 - Taylor Foxman is the master connector for CPG's!](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-09-26-290-taylor-foxman-is-the-master-connector-for-cpgs) (People of Packaging)
- [Advice Line with Travis Boersma of Dutch Bros](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros) (How I Built This)
- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [Advice Line with Gary Hirshberg of Stonyfield](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-11-14-advice-line-with-gary-hirshberg-of-stonyfield) (How I Built This)

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