# #120 Proven Sales Strategies on How to Launch Your CPG Brand with Aaron Barnholt from Cultivate CPG

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-12-26
- Length: 50m
- Episode: 4
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt
- Listen: https://share.transistor.fm/s/7c5560c3

## Summary

Aaron Barnholt, President of Cultivate CPG, explains how early-stage consumer packaged goods brands can successfully launch into retail by targeting premium anchor accounts and leveraging distributor relationships. He details specific strategies for navigating buyers at major retailers like Wegmans, Sprouts, and Thrive Market, emphasizing the importance of pricing, data storytelling, and product differentiation over pure relationship building. Barnholt also discusses the operational realities of working with brokers, including fee structures and the necessity of founder engagement in the sales process.

## Chapters

- [0:10](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=10) Introduction and Aaron's Background
- [2:39](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=159) The Role of Distributor Account Managers
- [8:05](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=485) Cultivate CPG's Origin and Early Strategy
- [11:51](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=711) Targeting Anchor Accounts and Super Regionals
- [15:44](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=944) Negotiating Slotting Fees and Promotions
- [33:40](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=2020) Strategies for Specific Retailers (Wegmans, Sprouts, Whole Foods)
- [42:58](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=2578) Pricing, Data Storytelling, and Avoiding Discontinuation
- [45:45](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-12-26-120-proven-sales-strategies-on-how-to-launch-your-cpg-brand-with-aaron-barnholt#t=2745) Success Stories and Final Advice

## 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)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)

## Most relevant to

companies scaling up

## Mentioned

- Cultivate CPG (company)
- KE Distributors (company)
- Albertsons Safeway (company)
- Yi's Thai (company)
- Unifi (company)
- Wegmans (company)
- Sprouts (company)
- Whole Foods (company)
- Thrive Market (company)
- Central Market (company)
- Fresh Thyme (company)
- Gelson's (company)
- Harmons (company)
- RangeMe (tool)
- Nielsen (tool)
- Spins (tool)
- Orobora (product)
- Tommy Superfood (product)
- Little Buck (product)
- Dr. Kellyanne (product)

## 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)
- [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 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 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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