Non-traditional retail venues such as offices, sporting arenas, and schools offer brands unique opportunities to connect with engaged audiences. However, navigating this distribution channel can be a challenge for emerging brands. Fortunately, Compass USA, one of the largest food service companies in the world, has developed solutions to help these brands navigate this complex distribution channel with its Envision Group and Retail Incubator program.
In this Q&A with ECRM’s Wayne Benett, Ann Pendleton, SVP of Compass USA and a key leader of the Envision Group, shares valuable insights into how the company operates, and how emerging, mission-driven brands can break into these non-traditional channels and thrive.
RangeMe: Can you give us an overview of Compass USA and your role within the organization?
Pendleton: Compass USA is one of the world’s largest food service companies, but we’re not a consumer-facing brand, so not everyone knows us by name. We operate behind the scenes, providing food and beverage solutions in places like schools, hospitals, corporate offices, and sporting venues. Essentially, wherever people work, play, study, or receive care, we’re there making sure they have a great food experience.
My role is with the Envision Group, which supports all these lines of business with a laser focus on convenience products—think snacks, beverages, grab-and-go items—and the programming, promotions, and training that accompany them. We’re dedicated to creating end-to-end solutions that drive measurable results for our partners while engaging consumers in meaningful ways.
RangeMe: How can a brand unfamiliar with Compass USA work with your organization to enter these unique distribution channels?
Pendleton: It can seem overwhelming to work across our many lines of business, but we’ve developed programs to simplify the process. For example, the Retail Incubator is specifically designed to help smaller and emerging brands navigate our ecosystem. This program offers a one-stop shop for our operators and a streamlined way for new brands to bring their products into our venues.
Our procurement team plays a critical role, managing contracts, distribution, and relationships. The Retail Incubator complements this work by providing brands with an easier entry point. Brands can visit retailincubator.com to learn more and apply to be considered.
RangeMe: What types of brands and products are the best fit for the Retail Incubator program?
Pendleton: While we work with major players in the industry, the Retail Incubator focuses on diverse, local, and responsible brands. We’re especially interested in brands that are mission-driven—those that are better for people and the planet.
In terms of product specifics, the program targets CPG items like snacks, sweets, and other packaged goods. These should be non-refrigerated, single-serve items with a price point of around $ 1–$ 2. For local brands, we also prioritize those that represent their regional markets—whether it’s New York, Chicago, Charlotte, or the Bay Area. Certifications for diversity and sustainability are key for many products, but for local brands, they aren’t a strict requirement.
RangeMe: What consumer trends are shaping the types of products you’re looking for?
Pendleton: Consumers are increasingly drawn to innovation and storytelling. They want to try new flavors, see brand collaborations, and learn the stories behind the products they buy—whether it’s about sustainability, compostable packaging, or a company’s mission.
There’s also strong demand for functional foods, especially those supporting health and wellness. We see growing interest in products that help with stress management, digestion, gut health, and sleep. While taste is always the top priority, consumers are looking for products that deliver benefits beyond flavor.
Additionally, sugar reduction and better-for-the-planet options are increasingly important. Consumers want convenience but are also more mindful about sustainability, and we’re committed to making it easy for them to make better choices.
RangeMe: How does Compass USA adapt to new trends like weight management products or other emerging market demands?
Pendleton: The rise of GLP-1 treatments and their influence on weight management is a trend we’re monitoring closely. These treatments are shaping consumer preferences toward nutrient-dense, high-protein products, and we’re responding to that with thoughtful adjustments to our offerings.
Through programs like the Retail Incubator, we can quickly integrate innovative products that align with evolving consumer needs. For example, brands focused on wellness, functional benefits, or sustainability are perfectly positioned to meet these demands and thrive in our venues.
RangeMe: What advice would you give to emerging brands looking to stand out and succeed in this space?
Pendleton: First and foremost, great taste matters. A product has to deliver an exceptional flavor experience. Second, packaging is critical. It needs to be visually appealing and functional to stand out in crowded retail spaces. Finally, brands should focus on telling their story. Consumers want to connect with the mission or purpose behind the product, whether it’s about giving back to the community, sustainability, or innovation.
We’ve been thrilled to see the level of creativity and innovation coming from emerging brands. A few examples include Renewal Mill’s upcycled cookies, Charleston Popcorn, and Smooths dried pasta. These products bring something fresh and exciting to the table, and they’re a testament to the power of innovation in the marketplace. (Sugar Bliss, which was featured in a recent RangeMe success story article, was also selected from the Retail Incubator program.)
RangeMe: What initiatives or trends are you most excited about heading into 2025?
Pendleton: As we look to 2025, we’re focusing on a few persistent trends. Snacking continues to grow across all generations, so convenience remains a top priority. We’re also excited about products that balance taste and wellness, including those with functional benefits like stress relief or protein enhancements.
Sustainability is another area we’re doubling down on. Consumers want to make choices that are better for the planet, but they also want those choices to be easy and accessible. With programs like the Retail Incubator, we’re well-positioned to support brands that meet these criteria while continuing to delight our customers.
RangeMe: Any parting thoughts for brands considering working with Compass USA?
Pendleton: For emerging brands, the opportunity to partner with Compass USA is enormous. Whether it’s through the Retail Incubator or other initiatives, we offer a platform to reach consumers in some of the most engaging spaces—workplaces, arenas, schools, and more.
The key to success is innovation, storytelling, and a commitment to quality. We’re excited to work with brands that align with our mission and bring something new to the table. Visit retailincubator.com to learn more and take the first step.
Compass USA is transforming the way CPG brands connect with consumers in non-traditional retail spaces. By fostering innovation, sustainability, and local representation, Compass continues to create win-win opportunities for its partners and the consumers they serve. Whether you’re an established player or an emerging brand, the possibilities are endless.
Editor’s note: Click here to learn more about the Retail Incubator program and submit your products for consideration!
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