The Blog

The Modern Wholesale Playbook

How today's CPG brands find best-fit retailers, reach buyers, and scale without brokers.

Jun 23, 2025·9 min read

5 Biggest Mistakes CPG Founders Make Hiring Sales Reps

Avoid the most common CPG hiring mistakes: unclear roles, wrong comp structures, poor vetting, no onboarding, and the 1099 vs W2 trap.

Jun 22, 2025·10 min read

Setting Target Margins for CPG Founders A Practical Framework

Learn how to set realistic target margins for your CPG brand across retail, foodservice, and DTC. Covers gross margin, net margin, and break-even by channel.

Jun 21, 2025·9 min read

Q1 Reset Trade Show Strategies for Target and Walmart

Learn how CPG brands use the Q1 reset cycle and trade shows to win shelf space at Target and Walmart. Practical strategies for buyer meetings and presentations.

Jun 20, 2025·10 min read

Finding Retail Buyer Contacts for Whole Foods and Beyond

A practical guide to finding retail buyer contacts for Whole Foods, Sprouts, and other retailers. Covers supplier portals, direct research tactics, and first outreach.

Jun 19, 2025·10 min read

How to Hire a Shopify Partner for CPG Conversion

A practical guide to hiring a Shopify web designer or developer for CPG brands. Covers vetting agencies, pricing models, and CRO-focused questions to ask.

Jun 18, 2025·10 min read

Target Margin Expectations and Pricing Strategy for CPG Brands

Learn Target's margin expectations by category, how TPRs and vendor agreements affect your P&L, and how to price your CPG product to stay profitable at Target.

How to Fix Out-of-Stock Problems with UNFI and Whole Foods

Struggling with UNFI out-of-stock issues at Whole Foods? Learn the real causes, how to escalate, and how to prevent OOS before it costs you your shelf space.

Jun 17, 2025·10 min read

DIY Trademark Search vs Hiring a Lawyer for CPG Brands

Can you do your own trademark search? Yes. Should you? It depends. Here's the cost breakdown and when to hire a trademark attorney for your CPG brand.

Jun 16, 2025·9 min read

The CPG Broker Myth and When You Actually Need One

Think you need a broker to get into retail? Most early CPG brands don't. Here's what brokers actually do, what they cost, and when to hire one.

Jun 15, 2025·9 min read

How to Prepare for Whole Foods Trade Shows and Buyer Meetings

Preparing for a Whole Foods buyer meeting or trade show? Here's what to bring, how to pitch, and how to follow up to turn the conversation into a placement.

Jun 14, 2025·9 min read

Retail-Ready Packaging Guide for CPG Brands Leaving DTC

Soft pastels and minimalist DTC packaging fail on retail shelves. Here's how CPG brands adapt their packaging design for wholesale without a complete rebrand.

Jun 13, 2025·8 min read

Affiliate Marketing on a Budget for CPG Brands

Low-cost affiliate marketing for CPG brands. Find the right platforms, vet micro-influencers, build a program from scratch, and measure ROI without a big budget.

Jun 12, 2025·10 min read

Foodservice vs Retail Wholesale Margins Explained for CPG

Foodservice and retail wholesale have different margin expectations. Here's how to price for both channels without sacrificing profitability or creating conflict.

Jun 11, 2025·9 min read

How to Reach Independent Retailers Beyond Faire and Airgoods

Discover how CPG founders can reach independent retailers beyond Faire and Airgoods. Covers direct outreach tactics, INFRA/NCG directories, and building targeted store lists.

Jun 10, 2025·11 min read

Whole Foods Vendor Requirements and How to Get Shelf Space

A practical guide to Whole Foods Market vendor requirements, the application process, certifications, pitch tactics, and what it takes to stay on the shelf.

Jun 9, 2025·10 min read

Amazon Pricing Strategy for CPG Brands Protecting Margins

Learn how to calculate true Amazon profitability for CPG brands. Covers referral fees, FBA fees, PPC advertising costs, and strategies for setting sustainable retail prices.

Jun 8, 2025·10 min read

First Trade Show Checklist for CPG Brand Exhibitors

Exhibiting at your first CPG trade show? This checklist covers booth prep, on-floor execution, lead capture, and post-show follow-up so nothing falls through the cracks.

Jun 7, 2025·9 min read

Store-Level Sales Data for CPG Brands and How to Use It

Learn how CPG brands access store-level sales data from retailers like Natural Grocers, when to buy Nielsen or SPINS data, and how to use retail insights to grow.

Jun 6, 2025·10 min read

UGC for CPG Brands, Sourcing, Creating, and Growing With It

Learn how CPG brands source authentic UGC creators, brief campaigns that convert, and use user-generated content across Meta ads, social, and retail pitches.

Jun 5, 2025·9 min read

Wholesale Pricing 101 for Retail, DTC, and B2B Channels

Learn how to set wholesale prices for retail, DTC, and B2B buyers. Covers keystone pricing, MSRP strategy, and margin benchmarks for CPG brands.

Jun 4, 2025·10 min read

PR and Influencers for a Successful CPG Retail Launch

Learn how to integrate PR and influencer marketing for a CPG retail launch. Includes how to find PR firms, vet influencers, and measure sales impact.

Jun 3, 2025·9 min read

Finding a Trusted Legal Partner for Your CPG Brand

How to find legal partners for CPG brands, including trademark attorneys, food lawyers, and startup-friendly firms that understand the industry.

Jun 2, 2025·10 min read

Whole Foods Pricing and Promotions Guide for CPG Brands

A practical guide to Whole Foods Market pricing, slotting fees, TPRs, display costs, and co-op programs. Learn what to expect and how to protect your margins.

Jun 1, 2025·10 min read

Sampling Success at Food Festivals and Pop-Ups That Drive Real Results

Sampling at food festivals and pop-ups is expensive. Here's how CPG brands maximize impact, capture feedback, and actually measure whether it worked.

May 31, 2025·9 min read

Retailer Fees Decoded, Slotting, Free Fills, and Hidden Costs

Slotting fees, free fills, marketing fees, and distributor deductions explained. Know what you're agreeing to before you sign with KeHE, UNFI, or any retailer.

May 30, 2025·10 min read

Amazon Growth Strategies for Emerging CPG Brands

Practical Amazon growth strategies for emerging CPG brands, covering listing optimization, review acquisition, affordable agencies, and ad spend that actually pays off.

May 29, 2025·10 min read

Walmart Deduction Codes Explained for CPG Brands

Learn how Walmart deduction codes work, what 761 and 762 mean, and the exact steps to dispute chargebacks and protect your margins as a CPG supplier.

May 28, 2025·9 min read

Driving Velocity at Walmart With Strategies That Move Product

Learn how CPG brands drive velocity at Walmart using promotional programs, in-store execution, Luminate data, and shelf placement strategies that actually work.

May 27, 2025·9 min read

CPG Legal Agreements Every Founder Needs to Get Right

NDAs, private label contracts, supplier agreements, and 1099 sales rep templates: what CPG founders actually need to know before signing anything.

May 26, 2025·9 min read

Optimizing Case Packs and Shipping for Wholesale Margins

How CPG founders should determine optimal case pack size, decide on free vs. paid shippers, and factor shipping costs into wholesale pricing strategy.

May 25, 2025·12 min read