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Greg discusses the capabilities and retail commitments a distributor looks for.
Road2Retail podcast
interview with Greg Esslinger — Former SRM at UNFI
Former UNFI buyer Greg Esslinger explains what emerging brands should understand before working with a large distributor. He covers retail commitments, operating funds and distribution costs, including the fees and promotional requirements a brand needs to account for in its financial plan.
Guest
Greg EsslingerFormer SRM (Buyer)UNFI
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Watch on YouTubeAbout this episode
Greg Esslinger draws on his experience as a buyer at UNFI to discuss working with large distributors such as UNFI and KeHE. He considers how a brand can judge its readiness and what a distributor looks for before accepting it. A commitment from a significant retailer and enough operating funds are among the subjects covered.
The conversation examines costs that can affect a brand's finances, including fees, markups and promotional expectations. Greg also discusses slotting, payment terms and support required for both the distributor and retailer. The hosts ask about handling these relationships independently, including the difficulties a small brand may face when it goes without experienced support.
Topics covered
Funding the operation
The conversation includes the importance of having enough money to support distribution.
Fees and terms
Slotting, payment terms, markups and promotional requirements are covered.
Working independently
Greg considers the challenges of managing a large distributor without outside support.
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