Are supermarkets so tough to work with as a new food brand? Is it a dog eat dog world? 🐶 Not sure about that.
My view on it, is that there are different expectations of you as a business. That requires playing a different game that goes beyond bringing a distinctive brand.
Within the FMCG world food retail is often called Champions League. And there is a reason for that.
Let’s put it this way. I have three children in primary school. They have to be picked up at school three times a week to go to a after-school care facility.
If I’d ask my parents to do this, there would be no harm to our relationship if they would be late every once in a while. If the same would happen with the facility employees, I’d go with another one.
Same question, same “error”, different outcome.
Want to go to the supermarket with your new food brand?
Be ready to bring your A-game:
- Train your skills
- Build a team
- Get yourself a mentor or a coach
And play the stars of the sky ✨
I've been reaching out to my network of category managers and buyers in food retail lately. Their most common complaint? Too much about the product and brand and too little about 'What's in in it for the food retailer?' Nailing this is a big win! Do you have your strategy ready for this?