# #94 Buyer Series: Fostering good buyer vibes with Wade Yenny & Alex Bayer

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-06-13
- Length: 55m
- Episode: 71
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-06-13-94-buyer-series-fostering-good-buyer-vibes-with-wade-yenny-alex-bayer
- Listen: https://share.transistor.fm/s/32461ca6

## Summary

Alex Bayer, founder of Genius Juice, and Wade Yenny, VP of Center Store at The Fresh Market, discuss best practices for CPG brands working with retail buyers. They emphasize the importance of product-retailer fit, using tools like Instacart and social media for research, and the critical role of velocity over mere distribution. The conversation covers practical advice on sending samples, managing buyer relationships through 'pleasant persistence,' and choosing between regional DSD partners and national distributors.

## Outline

1. Introduction: Alex Bayer and Wade Yenny
2. Researching Retailer Fit and Instacart
3. Sending Samples and Packaging Etiquette
4. Promotion Planning and Velocity
5. Regional DSD vs. National Distributors
6. Managing Buyer Relationships and Organization

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

companies scaling up

## Mentioned

- Genius Juice (company)
- The Fresh Market (company)
- CPG Vibes (other)
- Publix (company)
- Target (company)
- Instacart (tool)
- Rainforest (company)
- High Touch (company)
- Seacoast (company)
- KeHe (company)
- Whole Foods (company)
- Sprouts (company)
- IFT (company)
- Shopify (company)

## Related episodes from other shows

- [T-25-006 : Yohan Jacob - Consumer Electronics Buyer to Retail Channel Product Launcher](https://hardwarepodcasts.com/podcast/tradeoffs/2025-01-07-t-25-006-yohan-jacob-consumer-electronics-buyer-to-retail-channel-product-launch) (TRADEOFFS)
- [204: Build a List of Wholesale Buyers for Your New Invention](https://hardwarepodcasts.com/podcast/product-startup/2023-12-02-204-build-a-list-of-wholesale-buyers-for-your-new-invention) (Product Startup)
- [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)
- [111: Selling & Growing Your Product at Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-01-26-111-selling-growing-your-product-at-retail-stores) (Product Startup)
- [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)

## Citing this page

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