Getting Started: Launch Your Packaged Goods in Retail Stores

As a small CPG brand, getting your products into retail stores can seem daunting. But with the right knowledge and strategy, you can develop an effective plan for your Hudson Valley food brand to get into retail stores in 10 steps.

Step 1 Understand the CPG industry.

Having an understanding of how CPG companies work and what brands typically look like on store shelves will help give you an idea of your place in the market.

Stay tuned for a a list of questions to ask yourself and specifics for your research, we have another blog post coming soon on that!

Step 2 Research potential clients and partners.

Find out who has already made moves into your industry, as well as which retailers are suitable for your CPG brand. Not all retailers are going to work for you. You should also research which types of CPG products have been successful and unsuccessful within the retail landscape.

Want a list of who these clients and partners could be; including brokers, retailers, and vendors that sell products like yours? Request a copy here.

Step 3 Write a strong CPG brand story.

Having a well-written brand story will be key when you're pitching to retailers. You need to tell your story in an engaging way that will make them want to carry your product. Share the personal why (if appropriate) behind starting your brand. Convey anything that makes you an interesting founder: did you quit law to start a non-alcoholic spirits line, or recognize your child’s special needs weren’t being met with the products that were in the current marketplace? Share that! People love a good story, and your potential vendors will appreciate any information that will help them sell your product off the shelves.

Hot tip: The point to keep in mind is: will this information help them sell my product?

Step 4 Develop relationships with potential clients and partners.

Building relationships with retailers and CPG partners is essential if you want to get your product into stores. Make sure you are actively networking and reaching out to the right people, such as buyers and influencers in the CPG industry. Your network can turn into your net-worth. The heart of the matter is reciprocity, always have something to offer someone, no matter how silly it could be, you want to lead with value in business relationships (and in life).

Step 5 Create a strong CPG brand presence online.

Retailers will likely look at how active you are on social media, so make sure that your CPG brand has a professional presence online. They will ask you things like how active is your email list, how many subscribers do you have, have you been featured in any press lately… always ensure you are keeping your digital presence up, not just for sales sake, but for the marketing message access. Retailers are less likely to invest in a relationship with a brand that has no online recognition, so while it may seem that your customers aren’t buying from your website through your social media channels, your potential partners want to see that you have fans.

Step 6 Set up an effective CPG brand website

Having a website that is easy to navigate and contains all the necessary information about your CPG brand will be beneficial when you're pitching your product. Make sure your website operates at an above average speed, you have a place for people to subscribe to your newsletter, and you link your social media channels. Have high-quality photos, and if you don’t, consider investing in a food photographer, as you will be needing high-end photography when you get to the next step in your B2B sales funnel. For a more comprehensive website checklist, you can download our digital marketing guide here for free.

Step 7 Develop CPG packaging that stands out

You want your CPG packaging to stand out on store shelves, so make sure it reflects your CPG brand story in an attractive way. Avoid colors that are unattractive, unappealing, or don’t grab attention. This is where investing in a branding firm specializing in consumer packaged goods can pay off. If there is one thing that we suggest investing in (aside from a community of mentors), it’s branding and packaging.

Step 8 Create a CPG sales deck/toolkit

When pitching to retailers, having a professional CPG sales deck will help you present your consumer brand in the best light possible. There is a ton of content available online on how to create a pitch deck, but if you want the most relavent to CPG brands, check out our workshops and advisor content. We also have an annual accelerator with mentors who started small CPG brands and grew into national household name companies. Click here for what you should include in your pitch deck.

Step 9 Reach out to potential clients and partners with samples of your CPG product

It's important to pitch your CPG product with samples, as it will give retailers and CPG partners an understanding of how your consumer product looks in person. Make sure you budget sample product into your sales and COGS mix. You will probably give away more samples than you can even imagine for all sorts of reasons; i.e.: marketing, pr, influencers, sponsorships, giftbags, friends, and family…

Step 10 Follow up on potential CPG partnerships

After you have pitched your CPG brand, make sure to follow up with potential clients and partners. This will ensure that your brand stays top of mind for those who may be interested in carrying your product. Get used to the feeling of annoying people and stay organized with who you reach out to and when you should follow up. If you want to be fancy, employ a tool that tracks email opens, so you know they saw your email.

By utilizing these 10 steps, you can successfully get your CPG brand into retail stores and start building a strong presence in the Hudson Valley CPG industry. With a bit of persistence and knowledge about the consumer packaged goods landscape, you can take the necessary steps towards getting your Hudson Valley brand into local retail stores and lead into a national presence.

Good luck!

BONUS CONTENT – here are 10 independently owned retail and grocers in the Hudson Valley, we recommend you pitch!

1. Adams Fairacre Farms - Multiple locations in Poughkeepsie, Kingston, and Wappinger, NY

2. Sunflower Natural Foods Market - Rhinebeck & Woodstock, NY

3. Mother Earth's Storehouse - Multiple locations in Kingston and Poughkeepsie, NY

4. The Health Connection - Poughkeepsie, NY

5. Nature's Pantry - New Windsor, NY

6. DiCiccio & Sons - Brewster, NY

7. Kaaterskill Market - Catskill, NY

8. High Falls Food Co-op - High Falls, NY

9. Nature’s Harvest - Poughkeepsie, NY

10. New Paltz Health & Nutrition - New Paltz, NY