# #138 Buyer Spotlight: Rich Gillmore, Gelson's

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-04-16
- Length: 52m
- Episode: 31
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-16-138-buyer-spotlight-rich-gillmore-gelsons
- Listen: https://share.transistor.fm/s/c122b234

## Summary

Rich Gillmore, VP of Center Store at Gelson's, discusses the retailer's strategy for curating innovative brands and balancing data with instinct. He explains how Gelson's positions itself as a tastemaker in Southern California by mixing high-end natural products with mainstream staples like Cheetos and Red Bull. Gillmore shares insights on navigating Expo West, the importance of local brands, and the specific challenges emerging brands face in getting noticed by buyers.

## Outline

1. Introduction: Rich Gillmore and Gelson's
2. Expo West Trends: Plain Good Food and Booth Strategy
3. Career Path: From Bagging Groceries to Category Manager
4. Gelson's Market Position: Curated Mix of Natural and Mainstream
5. Assortment Decisions: Data, Planograms, and Space Constraints
6. Pitching Brands: Samples, Differentiation, and the Hummus Example
7. Local Brands and Gut Instinct: HealthAid and GT Kombucha
8. Industry Organizations: WAFC and Networking Opportunities

## Topics

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

## Most relevant to

established companies

## Mentioned

- Gelson's (company)
- Expo West (other)
- Whole Foods (company)
- Chobani (company)
- General Mills (company)
- Oscar Mayer (company)
- Applegate (company)
- Sabra (company)
- Impossible Foods (company)
- Celsius (company)
- Red Bull (product)
- Flamin' Hot Cheetos (product)
- HealthAid (company)
- GT Kombucha (company)
- Truff (company)
- Western Association of Food Chains (other)
- Vons (company)
- Albertsons (company)
- Ralphs (company)
- Stater Bros. (company)
- Smart & Final (company)
- Bristol Farms (company)
- Illuminators (other)
- LinkedIn (tool)

## 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 Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (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 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)
- [Talenti: Josh Hochschuler](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-06-30-talenti-josh-hochschuler) (How I Built This)

## Citing this page

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