# #83 Trade Spend & Retail Promotions 101 with Jake Huber (+ Niramaya)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-03-21
- Length: 1h 10m
- Episode: 60
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya
- Listen: https://share.transistor.fm/s/d419bc09

## Summary

Jake Huber, US Sales Director for St Pierre, explains how emerging CPG brands can navigate trade spend and promotions, distinguishing between off-invoice, manufacturer chargebacks (MCB), and scan-backs to drive trial without devaluing the brand. He advises founders to pitch retailers directly to create demand before engaging distributors, ensuring they maintain a healthy trade rate (15-30%) and monitor purchase orders to avoid costly inventory loading. Huber also discusses the strategic use of displays, shippers, and free fills, emphasizing that premium brands should avoid BOGOs and instead focus on building relationships with store-level staff and buyers. The episode concludes with a segment on Niramaya, founder Mehek Khera, who shares her journey from health coaching to launching shelf-stable Indian sauces, highlighting the challenges of scaling production and securing retail placement.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=3) Introduction: Jake Huber and St Pierre
- [4:47](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=287) Defining Trade Spend: Off-Invoice, MCB, and Scan-Backs
- [12:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=723) Managing Purchase Orders and Inventory Risk
- [13:07](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=787) Planning Promotional Calendars and Timing
- [19:20](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=1160) Order of Operations: Pitching Retailers vs. Distributors
- [31:50](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=1910) Calculating Trade Rates and ROI
- [37:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=2260) Launch Strategies and Free Fills
- [44:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=2696) Navigating Displays, TPRs, and Shippers
- [53:15](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-03-21-83-trade-spend-retail-promotions-101-with-jake-huber-niramaya#t=3195) Niramaya: Mehek Khera on Product and Retail Strategy

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies, founders before launch

## Mentioned

- St Pierre (company)
- Niramaya (company)
- Kroger (company)
- UNFI (company)
- Kahi (company)
- Whole Foods (company)
- Erewhon (company)
- New Seasons Market (company)
- Nosh Live (other)

## Related episodes from other shows

- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [Advice Line with Peter Rahal of RXBAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-04-10-advice-line-with-peter-rahal-of-rxbar) (How I Built This)
- [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)
- [Advice Line with Daymond John of FUBU](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-27-advice-line-with-daymond-john-of-fubu) (How I Built This)

## Citing this page

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