# #157 - Buyer Spotlight: Jason Murrell, JIMBO’S

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-08-20
- Length: 54m
- Episode: 69
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-20-157-buyer-spotlight-jason-murrell-jimbos
- Listen: https://share.transistor.fm/s/dd607197

## Summary

Jason Murrell, Director of Grocery at JIMBO’S, a San Diego-based organic retailer, explains how the company prioritizes regenerative organic certification (ROC) and strict ingredient standards to curate its ~13,000 SKUs. He details the sourcing process, emphasizing partnerships with brokers like Yin Yang and Foundation Foods, and distributors such as Ke-Unity and Seacoast, while managing direct vendor relationships. Murrell outlines specific retail strategies, including a 20-30% promotional discount structure and the importance of product demos and taste testing in driving velocity for local and emerging brands.

## Outline

1. Introduction: Jason Murrell and JIMBO’S Overview
2. Murrell’s Career Path from Store Manager to Buyer
3. JIMBO’S Ethos, Community Focus and Ingredient Standards
4. Sourcing Channels: Brokers, Distributors and Direct Vendors
5. Bulk Foods and Regenerative Organic Certification (ROC)
6. Product Selection: Taste, Feedback and Category Uplift
7. Promotions, Demos and Vendor Communication

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Certification & compliance](https://hardwarepodcasts.com/topic/certification-and-compliance)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- JIMBO’S (company)
- Yin Yang (other)
- Foundation Foods (other)
- Ke-Unity (other)
- Seacoast (other)
- Whitestone (other)
- High Touch (other)
- Doctor Bronner (company)
- Alex Ice Cream (product)
- Alexandra Farms (company)
- ROC (other)
- Newtopia (other)
- Expo (other)

## 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 Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (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)
- [Live From The HIBT Summit: Jeni Britton Bauer of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-02-27-live-from-the-hibt-summit-jeni-britton-bauer-of-jenis-splendid-ice-creams) (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)

## Citing this page

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