Hardware Podcasts

How to Win At Kroger

The Startup CPG Podcast · 23 Feb 2024 · 57m · Episode 18

What this episode covers

Erin Fasano, Courtney Hodgdon, and Holly Adrien, experts in CPG sales and category management, explain how to successfully navigate the Kroger landscape for early-stage brands. They detail the new item submission process, emphasizing the need for third-party data, clear differentiation, and specific marketing plans like LCMs and KPMs. The guests also cover supply chain models, including DC distribution and DSD partnerships, and provide tactical advice on pricing, promotions, and regional targeting to drive sales velocity.

Most relevant to

early-stage companies and companies scaling up

Topics

Mentioned

Companies
Kroger, DPI, Kehi, UNFI, Vitacost, Harris Teeter, Inmar, Neptune, Bestcom, Core Foods, Sagely Naturals, Chobani, Kellogg, Fred Meyer, Ralphs, Walmart, Aldi
Products
Mush, Core Bars
Tools
84 51

Related episodes from other shows

Other shows on the same ground, closest first.

  • Product Startup · 26m

    111: Selling & Growing Your Product at Retail Stores

    Yohan Jacob, founder of RetailBound, explains how emerging hardware brands can scale sales after securing retail placement with major chains like Walmart, Best Buy, and Costco. He outlines three critical KPIs for buyers—top-line revenue, profit, and inventory turns—and details strategies to drive them, including marketing, sales associate training, and planogram compliance. Jacob emphasizes that early-stage companies should prioritize revenue growth and market share over immediate profitability, leveraging local PR and 'guerrilla marketing' to build momentum before expanding nationally.

    Retail, wholesale & distributionPricing, margins & unit economics
    6 chapters

  • How I Built This · 49m

    Advice Line with Sarah Kauss of S'well

    S'well founder Sarah Kauss joins Guy Raz to advise three early-stage founders on positioning and growth. She helps Chiara Moonzi of Chigi navigate grocery placement for a chickpea-based hot cereal, Jesús Rualcaba of Paper Tacos expand his Latino-inspired greeting cards beyond specialty stores, and Adam Barker of Bolt Skin and Shave determine his growth strategy for a razor brand targeting men who shave their legs.

    Retail, wholesale & distributionMarketing & brand
    4 chapters

  • How I Built This · 50m

    Advice Line with Pete Maldonado of Chomps

    Pete Maldonado, co-founder and co-CEO of Chomps, advises three founders on scaling their physical product businesses. He counsels Jennifer Ballin of Badass Bagels on navigating the complexities of CPG retail, including slotting fees and trade spend, while advising Brandi Shelton of Just Add Honey Tea Company to leverage its premium story and target Whole Foods before big-box retailers. Finally, he encourages Jake Meyer of Annie Alaska to prioritize direct-to-consumer sales through relentless door-knocking and authentic storytelling to build a stable customer base for his wild salmon business.

    Retail, wholesale & distributionDirect-to-consumer & e-commerce
    5 chapters

  • How I Built This · 37m

    What It Really Takes To Build a Food Business: Part 2

    Becca Millstein of Fishwife, Brian Rudolph of Banza, and Caue Suplicy of Barnana discuss scaling their food brands from direct-to-consumer origins to national retail presence. They detail strategies for product-market fit, including influencer seeding, packaging design, and navigating supply chain disruptions and misinformation crises. The founders also share advice on co-founder dynamics, customer segmentation, and the importance of brand moats in the competitive CPG landscape.

    Direct-to-consumer & e-commerceMarketing & brand
    8 chapters

  • How I Built This · 50m

    Advice Line with Mark Ramadan of Sir Kensington's

    Sir Kensington's co-founder Mark Ramadan joins Guy Raz to advise three early-stage founders on business challenges. He helps Pat of Dripsy LLC navigate the complexities of getting a single-product sink strainer into major retail chains, Lucas of Taco Shop on how to differentiate from an impending Chipotle competitor, and Beth Benneke of Busy Baby on managing cash flow and operational costs while scaling from DTC to mass retail.

    Retail, wholesale & distributionPricing, margins & unit economics
    5 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Startup CPG Podcast. The episode itself belongs to its publisher.