Hardware Podcasts

#205 - CPG Brokers 101 with Matt Merson

The Startup CPG Podcast · 15 Jul 2025 · 52m · Episode 171

What this episode covers

Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, explains how early-stage CPG brands should navigate relationships with sales brokers. He details the differences between national, regional, and specialty brokers, emphasizing the need for strategic alignment on channels like Whole Foods, Walmart, or Costco. Merson outlines critical preparation steps, including financial runway, sales collateral, and data readiness, while providing specific advice on contract negotiation, fee structures, and setting measurable performance goals.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Once Upon a Coconut, GreenSpoon Sales, Presence Marketing, Advantage Sales and Marketing, C.A. Carlin, J and W Sales, Whole Foods, Walmart, Costco, Sprouts, Target, Startup CPG, NIQ

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