# How to Win At Kroger

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-02-23
- Length: 57m
- Episode: 18
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-23-how-to-win-at-kroger
- Listen: https://share.transistor.fm/s/efc24729

## Summary

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.

## Outline

1. Introduction and Guest Expertise
2. Kroger Corporate Priorities and Category Strategy
3. New Item Submission Process and Requirements
4. Shopper Marketing Programs: LCMs, KPMs, and In-Store Activations
5. Promotional Strategies and Trade Terms
6. Supply Chain Models: DC, DSD, and E-commerce
7. Data, Velocity, and Regional Targeting

## Topics

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

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Kroger (company)
- 84 51 (tool)
- DPI (company)
- Kehi (company)
- UNFI (company)
- Vitacost (company)
- Harris Teeter (company)
- Inmar (company)
- Neptune (company)
- Bestcom (company)
- Core Foods (company)
- Sagely Naturals (company)
- Chobani (company)
- Kellogg (company)
- Fred Meyer (company)
- Ralphs (company)
- Walmart (company)
- Aldi (company)
- Mush (product)
- Core Bars (product)

## Related episodes from other shows

- [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)
- [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)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (How I Built This)
- [Advice Line with Mark Ramadan of Sir Kensington's](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-27-advice-line-with-mark-ramadan-of-sir-kensingtons) (How I Built This)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-23-how-to-win-at-kroger. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to The Startup CPG Podcast.