# #205 - CPG Brokers 101 with Matt Merson

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-07-15
- Length: 52m
- Episode: 171
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-15-205-cpg-brokers-101-with-matt-merson
- Listen: https://share.transistor.fm/s/aef50416

## Summary

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.

## Outline

1. Introduction: Matt Merson and the Role of Brokers
2. Timing and Strategy: When to Hire a Broker
3. Evaluating and Selecting the Right Broker
4. Contract Structures, Fees, and Negotiation
5. Setting Up Brokers for Success with Tools and Guardrails
6. Managing Performance and Evaluating Fit

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [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)

## Most relevant to

early-stage companies

## Mentioned

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

## 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 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 Jim Koch of Boston Beer Company](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-08-08-advice-line-with-jim-koch-of-boston-beer-company) (How I Built This)
- [Advice Line with Travis Boersma of Dutch Bros](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-02-13-advice-line-with-travis-boersma-of-dutch-bros) (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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