# #174 - Buyer Spotlight: Heidi Traore and Jeanette Bloss, National Co+op Grocers

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-12-18
- Length: 55m
- Episode: 104
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-12-18-174-buyer-spotlight-heidi-traore-and-jeanette-bloss-national-co-op-grocers
- Listen: https://share.transistor.fm/s/a1e60b25

## Summary

Heidi Traore, Supplier Relationship Development Manager, and Jeanette Bloss, Category Manager, from National Co+op Grocers (NCG), explain how this secondary cooperative serves 165 member co-ops across the US. They detail the 'Core Sets' category review process, the necessity of UNFI distribution, and how brands can leverage co-op deals and flyers to drive velocity. The guests highlight emerging trends like dumplings, mocktails, and mushroom-based products, while advising brands on the importance of data, authentic storytelling, and long-term partnership over one-off sales.

## Outline

1. Introduction to NCG and the Guests
2. NCG Structure and Value Proposition for Co-ops
3. The Core Sets Category Review Process
4. Distribution Requirements and UNFI Logistics
5. Trends: Dumplings, Mocktails, and Plant-Based
6. How to Pitch NCG and Stand Out
7. Promotional Strategies and Marketing Tactics
8. Future Growth and Industry Events

## Topics

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

## Most relevant to

large enterprises

## Mentioned

- National Co+op Grocers (company)
- UNFI (company)
- Whole Foods Market (company)
- Good Eggs (company)
- Lakewoods Food Co Op (company)
- PCC (company)
- Weaver Street (company)
- La Montanita (company)
- Bio Bond Dumplings (product)
- Jaju (product)
- Seedlip (product)
- Spins (tool)
- Core Sets (other)
- Co-op Deals (other)

## Related episodes from other shows

- [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)
- [#034 - How next-generation retail looks like, with Vibhu Norby of b8ta, USA](https://hardwarepodcasts.com/podcast/the-hardware-entrepreneur/2017-08-02-034-how-next-generation-retail-looks-like-with-vibhu-norby-of-b8ta-usa) (The Hardware Entrepreneur)
- [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 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)

## 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/2024-12-18-174-buyer-spotlight-heidi-traore-and-jeanette-bloss-national-co-op-grocers. 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.