# #90 Buyer Series: Earth Fare with Mitch Orland

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-05-09
- Length: 49m
- Episode: 67
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland
- Listen: https://share.transistor.fm/s/43f8e3ff

## Summary

Mitch Orland, VP of Merchandising and Procurement at Earth Fare, explains the retailer's product submission process, category reviews, and distribution models for emerging brands. He details how Earth Fare evaluates new products based on taste, financials, and promotional plans, noting that while brokers add value, local brands can succeed through direct delivery and grassroots demos. The episode concludes with a brief success story from Daniel Scharff, founder of Machu Picchu Energy, about his brand's rapid onboarding into Earth Fare.

## Chapters

- [1:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=61) Introduction and Mitch Orland's Background
- [2:58](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=178) Earth Fare's History and Current Operations
- [10:23](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=623) Product Submission and Category Reviews
- [17:18](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=1038) Distribution Models: Self-Service to UNFI
- [19:57](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=1197) The Role of Brokers and Regional Distributors
- [26:36](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=1596) In-Store Demos, Education, and Promotions
- [36:39](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=2199) Performance Evaluation and Expansion Criteria
- [42:33](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=2553) Industry Trends: Upcycling and Plant-Based
- [47:18](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-09-90-buyer-series-earth-fare-with-mitch-orland#t=2838) Machu Picchu Energy's Earth Fare Launch

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

companies scaling up

## Mentioned

- Earth Fare (company)
- UNFI (company)
- Social Nature (company)
- Hickory Nut Gap (company)
- Sunburst Trout Farms (company)
- JAMBAR (company)
- Force of Nature (company)
- Machu Picchu Energy (company)
- Wild Oats (company)
- Whole Foods (company)
- Sunflower Market (company)
- P10 (company)
- Blue Mountain (company)
- GFI (company)
- IFT FIRST (company)
- June Tea (product)
- SpinS (tool)

## Related episodes from other shows

- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (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 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)
- [094: How New Startup Products Get Into Big Retailers](https://hardwarepodcasts.com/podcast/product-startup/2021-09-22-094-how-new-startup-products-get-into-big-retailers) (Product Startup)
- [Advice Line with Lara Merriken of LÄRABAR](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-17-advice-line-with-lara-merriken-of-larabar) (How I Built This)

## Citing this page

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