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Ethical Sourcing Storytelling: Why it’s Important for Retailers and Brands

Fair Trade month is observed in October to raise awareness about fair trade practices and products. It’s a time to celebrate ethical and sustainable shopping and support products that prioritize fair wages, safe working conditions, and environmental responsibility. When products are sold as Fair Trade Certified™, a fraction of the sale returns to the producer communities as Community Development Funds. These funds allow farmers and workers to invest in development projects that address their community’s greatest needs, such as water, education, housing, and healthcare.

Fair trade empowers producers and enables businesses to support sustainable livelihoods, safe working conditions, protection of the environment, and community development.

Fair Trade and workers’ protections

Farmers, fishers, and factory workers often face challenges. In 2022, the United Nations reported that nearly 3 million people around the globe die every year due to risk factors in the workplace, including accidents, work-related diseases, and extreme working hours. The benefits of strong workplace safety standards are immeasurable for workers and their families.

When a company’s safety standards are verified through a reputable third-party organization, brands, retailers, and traders can source their products with confidence, improving traceability and credibility for their business and align with consumers who care …

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In today’s hyper-competitive market, product discovery is often more challenging for emerging brands than the production process for its products. While large retailers and e-commerce giants have typically been the avenues of choice, independent retailers are increasingly becoming a viable and rewarding alternative. 

Unlike large chains, independent retailers offer a unique mix of benefits to brands. They are often more receptive to novel products, allowing new market entrants an opportunity to showcase their innovative ideas without the barriers often presented by larger retailers. Independents also cater to a more localized customer base, fostering a stronger sense of community. This can translate into enhanced brand loyalty, word-of-mouth marketing, and customer retention, which are all crucial for emerging brands looking to establish a firm footing in the market.

Moreover, independent retailers are often more flexible in terms of negotiations and contractual agreements. They provide a platform for manufacturers to negotiate better terms and conditions, including pricing, delivery, and payment schedules. This can significantly reduce the financial strain on suppliers, enabling them to invest more in product development and growth strategies.

Egaging independent retailers

Following are some recommendations on how to build relationships with independent retailers.

Research: The first step is to research …

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How to Get Product Placement in Movies and TV

Securing product placement in movies and TV shows is a complex endeavor that involves close collaboration with many different people, such as producers, directors, prop masters, set directors, stylists, make-up artists, and marketing teams. The process can be quite challenging due to the highly competitive nature of Hollywood productions. 

Numerous factors come into play when contemplating product placement, making it a multifaceted task. Filmmakers and TV producers are discerning about the products they choose to feature, giving priority to those that align seamlessly with the narrative, characters, and overall aesthetic of the project. Successful integration requires the product to blend harmoniously into the storyline, while considerations such as budget limitations, legal constraints, contractual obligations, and industry relationships further complicate matters.

Nonetheless, various approaches can be employed to facilitate product placement collaborations. Thorough research and strategic targeting are instrumental in identifying movies and TV shows that align with a brand’s identity and target audience. Engaging with production companies, studios, or networks involved in the content of interest is crucial, involving the preparation of a comprehensive proposal that emphasizes the organic fit of the product within the content, as well as the value and advantages it offers.

Recently, a webinar hosted by …

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In: Retailing Tips|Last Updated:

We’re back! In our previous RangeMe column on consumer packaged goods (CPG) Marketing, we gave a top-level view of understanding your audience, holistic branding, and the types of advertising strategies you need to consider in order to influence merchandise buyers in your niche (click here to read the column).

In this column, we’re going to dig a little deeper into all the unique variables of branding as we explore how to develop a brand that breaks through the clutter and tells your unique story in a way that resonates with both merchandise buyers and consumers— so it’s your product they can’t stop thinking about!

Let’s dive in!

The power of branding

You probably know what we’re going to say… that to succeed in today’s market, you have to create a strong brand presence. Whether you’re a product supplier, business owner, entrepreneur, or product innovator, effective branding can make all the difference in capturing the attention of merchandise buyers and their consumers.

Branding is not just about having a pretty logo or a catchy slogan. It is about creating an emotional connection with your target audience and conveying the value proposition of your product. And you have to do all of …

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Mastering the Three Pillars of A Successful CPG Business

For CPG founders looking to expand their brand recognition and sales through wholesale accounts, success doesn’t happen overnight. It requires a well-thought-out strategy and a strong foundation. In this blog post, we’ll explore the three pillars that every successful CPG brand has put into place in order to find stability on the shelf. These foundational keys will help you take your packaged food business to new heights in the competitive world of wholesale distribution.

Pillar One: Effective branding and marketing

By the time you get to the shelf, we assume that you have a fantastic product line (Delicious! Values-oriented! Sustainable! Functional! Craveworthy! And on and on and on…) that attracts a specific target audience. But your product is just going to sit on the shelf unless it’s eye-catching enough to stop a new audience and convert them to buyers. 

From that point, what will turn your audience into repeat customers and raving fans? Aside from your delicious taste, or undoubtable functionality, it’s memorable branding and marketing that is going to do it. Think about your favorite brand: can you recall the way it makes you feel? The colors on the packaging? Maybe a cheeky tagline they use, or the vibe of …

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The author’s full interview with Pauline and Johnny Paterson of Dr.PAWPAW on location at an ECRM Beauty session

Dr. PAWPAW is a RangeMe Premium Verified beauty brand based in Bromley, UK. It was founded in 2013 by husband and wife power couple Johnny & Pauline Paterson as an alternative natural solution to help soothe their young daughter’s eczema. The company launched with its Dr.PAWPAW Original Balm – a soothing multi-tasking clear balm that can be used on lips, skin and hair. The soothing and nourishing properties from our Dr.PAWPAW balm formula that consists of PAWPAW (Papaya Fruit), Castor Oil, Aloe Vera and Olive Oil. The overwhelming success of this product led to a line extension with Dr.PAWPAW Tinted Balms and then to hand creams, hair care, and more innovative lip products. 

All of the brand’s plastics are post consumer-recycled and its cardboard is already 70% recycled. It uses water soluble ink on all cardboard packaging, eco tape on all orders big and small and whenever needed use eco alternatives such as Eco Foil used on Dr.PAWPAW X Teenage Cancer Trust Shimmer Balm.

In addition to giving back to the planet with its sustainable packaging, the company also gives back to …

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