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Wholesale suppliers are your business partners. A great one will propel you to success and a bad one can shut you down.

Few manufacturers will sell direct so to find wholesalers contact a few of the leading manufacturers in your industry to learn the leading wholesale dealers. Ask them for a recommendation and then follow-up with your own research. Merchandise cost and shipping speed are essential things to look for.

In order to buy items wholesale, a wholesale license is required. Depending on the state where the business is located, the license can be called a seller’s permit, a resale ID, wholesale ID, retail ID or a resellers license.

The wholesale industry is large and about 50 of the largest wholesale distribution facilities generate 25% of industry revenue. Wholesalers serve retailers and other service businesses through a variety of distribution channels and supply chains. At the top of the chain are manufacturers which include importers or exclusive distributors who also sell to wholesalers. Next are wholesalers or regional distributors who distribute the goods locally and brokers or jobbers who deliver goods to local small businesses.

A wholesale purchase is almost always done in bulk. Because of that the wholesaler pays …

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Getting a product onto retail shelves is rarely a sprint; it is a marathon that takes place behind the scenes long after the initial pitch at the buyer’s office or at an ECRM Session. Emails. Sending Samples. Jumping on zoom calls with various departments. Back and forth, back and forth. And often in the mix – long periods of waiting. 

Chithra Kannan is the Founder of skin care and baby care brand Skin Centrick. She is a RangeMe Pro subscriber and has participated in several ECRM Sessions, and has landed about 10 deals from connections that were made at each.

I caught up with Kannan at ECRM’s Beauty Session in Dallas to pick her brain for some insights on what it was about her follow-up practices that helped her ink all of these deals. Here are the key takeaways from our conversation (you can watch our full interview on video below). .

1. Embrace the Long Journey

One of the most common misconceptions for new entrepreneurs is that a successful meeting leads to an immediate purchase order. Kannan emphasizes that the process is often measured in years, not weeks.

“You have to learn to be patient,” says Kannan. “You don’t …

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From Pitch to Purchase Order: How to Ace Your Next Retail Buyer Meeting

When it comes to getting your products on the shelf, securing a meeting with a buyer is only half the battle. The real challenge lies in what happens during your time together – whether at the buyer’s office, at an ECRM Session, or in a virtual meeting. To help brands navigate this journey, I sat down with Tia Ellis, founder of Wildflower Insight, during ECRM’s recent General Merchandise Sessions, which covered the categories of Impulse, Front-End & Checklane, Hardware & Automotive and Lawn & Garden.

Ellis is a veteran broker who has helped founders sell over $ 200 million worth of products across all 50 states. From health and wellness to food and beverage, Ellis has seen what works and what falls flat when it comes to buyer pitches. Her mission now is to empower founders to handle these meetings themselves. 

“I’ve found that a lot of the time founders don’t need somebody to pitch in the buyer meeting for them,” Ellis says. “They just need to understand the retail landscape, what buyers look for, what they expect, what they want to see, and what they don’t want to see.”

During the Sessions, she presented to an audience of inventors …

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Why Local Retailers Outperform Algorithms When It Comes to Knowing Their Customers’ Needs

Digital platforms promise precision. They track clicks, monitor behavior, and categorize preferences. Algorithms now shape much of modern commerce, directing what consumers see, what products surface, and what brands rise. Yet despite this technological dominance, product discovery remains fundamentally human.

Local retailers continue to outperform algorithms because they understand context. Independent store owners and staff interact with customers daily. They hear questions. They observe hesitation. They recognize patterns. They understand lifestyle nuances. This proximity allows them to recommend products not based on probability models, but based on lived insight.

Algorithms interpret data. Local retailers interpret people.

Product discovery in independent retail occurs through conversation. A customer explains a need. A staff member suggests a solution. They demonstrate. They compare. They explain differences. This dialogue introduces products with relevance. It answers objections. It establishes trust. Algorithms cannot replicate this interaction.

Intentional curation

Independent retailers also curate with intention. Their assortments reflect community identity. Regional tastes, climate conditions, cultural preferences, and demographic composition shape buying decisions. This curation naturally elevates products that serve specific needs rather than generic demand.

Digital marketplaces often flatten discovery. Products appear interchangeable. Pricing becomes the primary differentiator. Visibility is purchased. Context is removed. Local retail restores meaning.…

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4 Critical Mistakes Emerging CPG Brands Must Avoid When Pitching a Retail Buyer

For emerging CPG brands, the journey from a home kitchen or a small-batch facility to the shelves of a national retailer is fraught with challenges. While many founders focus entirely on the quality of their product, the reality of the retail industry is that a great product is only half the battle. Success depends on your ability to navigate the complex relationship between the distributor, retailer and shoppers.

In my recent interview at ECRM’s Center Store Grocery Sessions, Shannon Peffley, founder of CPG Xperience, shared some advice for new CPG founders based on his more than 20 years of experience spanning distribution, brand ownership, and consulting. 

To ensure your brand is built for longevity, here is a deep dive into the four mistakes Shannon Peffley warns every CPG founder to avoid during the buyer pitch process. You can watch our full interview in the video below!

Executive Summary: Key Pitching Mistakes for CPG Brands

Lack of Retailer Research: Failing to visit stores and understand the specific demographic of a retailer. No Velocity Plan: Focusing only on getting on the shelf rather than how to get the product off the shelf. Pricing Errors: Engaging in a “race to the bottom” and…
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What do Retail Buyers REALLY Want? Here are 3 Pillars of Success for Emerging CPG Brands

Getting your product onto a retail shelf is the holy grail for many emerging brands. However, the journey from a finished prototype to a national retail partnership is paved with challenges, miscommunications, and steep learning curves. What do retailers actually need from the brands they partner with?

This was the topic of a recent roundtable discussion held at ECRM’s Convenience and Impulse Sessions that was moderated by Fresh Scent’s Andrew Allen. The roundtable, which included two rounds of discussions with a mix of brands and retail buyers, took a deep dive into the core of what builds a lasting, profitable supplier-retailer partnership.

Following the roundtable I interviewed Allen on some of his learnings from the roundtable discussion. The key takeaway was that brands need to focus on three crucial pillars to win at retail: Transparency, Service, and Expertise. In this blog post, we’ll dig into each of these pillars and how brands can deploy each as part of their buyer engagement.

To watch my full interview with Allen, check out the YouTube video below!

Radical Transparency: The Foundation of Trust

In the rush to secure a purchase order, many brands feel pressured to present a “perfect” version of themselves. They …

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Driving Demand with Demos: How Snack Brand Pirucream Does It

A very successful independent grocer once told me that what helps drive sales at his store was the fact that they were always “shoving food into shoppers’ mouths.” He was a huge proponent of demos – after all, there is no better way to drive trial of a food brand than by actually having people taste its products. So he teamed up with different brands each day, as well as with local farmers, and hosted demos.

At ECRM’s recent Winter Snack Session, I ran into Simone Luke, Head of Sales for North America at RangeMe Premium & Verified subscriber Pirucream – a brand that has spent the past five years expanding its Venezuelan rolled wafers into the U.S. market – and learned that she was planning to scale up its demo strategy from 250 events in 2025 to more than 500 this year. 

During our video interview (see below), Luke unpacks some of the best practices she has learned from hosting all of those demos, and shares insights on how brands can get the most out of their demos. Here is some of what I learned.

Quality is the catalyst for tasting

Luke

Before you book a demo, first things …

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