# #181 - Buyer Spotlight:  John Lane, Category Manager at Raley's

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-02-04
- Length: 42m
- Episode: 117
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-02-04-181-buyer-spotlight-john-lane-category-manager-at-raleys
- Listen: https://share.transistor.fm/s/4113ca6c

## Summary

John Lane, Category Manager for Snacks & Commercial Bread at Raley's, discusses the retailer's health-focused initiatives, including banned ingredients and sustainable seafood, and the shift toward functional snacking like protein and gut-health products. He explains how Raley's balances legacy brands with emerging startups, emphasizing the need for passion, data-backed pitches, and operational readiness from new vendors. Lane shares success stories of brands like Saws and Fish Wife that thrived through aggressive promotions, demos, and strong collaboration with the buyer team.

## Outline

1. Introduction: John Lane and Raley's Background
2. Raley's Health Initiatives and Store Culture
3. Healthy Snacking Trends: Protein, Gut Health, and Allergens
4. Balancing Legacy Brands and Emerging Startups
5. Pitching Raley's: Passion, Data, and Distribution
6. In-Store Success: Demos, Promotions, and Operational Feedback
7. Career Journey and Personal Interests

## 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)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

large enterprises

## Mentioned

- Raley's (company)
- Saws (product)
- Fish Wife (product)
- Unifi (company)
- Stockton (company)
- Rangeme (company)
- Expo West (other)

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## Citing this page

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