In the world of retail, many brands mistakenly believe that success hinges solely on having a polished pitch deck or the right connections. However, the brands that truly excel in retail are not just focused on making initial pitches to buyers; they are actively cultivating meaningful relationships within the industry. These brands engage in industry conversations and develop a reputation that precedes them, often becoming well-known before they even step into a buyer meeting.

Through our 6-month retail growth program, we refer to this strategy as the “back door approach” to retail. In this article, I will share some of our best insights for becoming a recognized entity in industry circles and for solidifying your position within the broader consumer packaged goods (CPG) community.

1. Networking: Be Where the Conversations Happen

First and foremost, it is essential to step away from your computer and engage in face-to-face conversations. Here are some platforms where authentic relationships are cultivated:

→ Startup CPG: Their Slack community has emerged as a dynamic forum for founders to share knowledge, resources, and build connections that extend well beyond immediate sales opportunities.

→ Naturally Network: These regional chapters foster powerful local connections centered around natural products. By attending local events and leveraging national reach, you can connect with the broader ecosystem.

→ The Retail Lab: I founded this vibrant Slack community with over 500 members to facilitate real discussions about retail growth. It has become an invaluable space where brands and retail experts share practical insights into what works and what doesn’t.

IRL: Attending Expo West? We’re matching attendees into groups of three to walk the show together! Fill out this form to connect with other Expo attendees, whether they are from intriguing brands or buyers and service providers. After all, some of the best industry relationships begin with simple, casual conversations.

2. Stay Smart: Be Part of Industry Conversations

To establish yourself within the CPG ecosystem, being knowledgeable and engaged is paramount. Here are some ways you can integrate yourself into industry discussions:

→ CPGD: I am a huge fan of this newsletter and its directory, which serves as an essential resource for identifying emerging brands to watch.

→ This Week in CPG: This newsletter consistently covers every CPG launch, funding announcement, and exit in the industry. It is an invaluable resource for staying updated on the latest developments.

→ Express Checkout (and its founder, Nate Rosen): This comprehensive newsletter offers valuable insights on various topics, from CPG launches to supply chain and funding news, appealing to a wide array of stakeholders, including brands, industry partners, and service providers.

→ No Filter by Kendall Dickieson: Kendall is the creative force behind the social media strategies of successful brands like Graza, immi, and Zab’s. Her newsletter shares effective tactics for scaling brands on social media, making it a fantastic resource for both education and pre-networking conversation starters.

3. Build Your Personal Brand (Trust Me On This One)

One crucial lesson I wish I had learned earlier is the importance of your personal brand as a founder. It plays a significant role in your success.

Being active on LinkedIn allows you to:

→ Gain recognition within the industry
→ Have your story shared by others
→ Showcase your expertise
→ Attract unexpected opportunities

When evaluating a founder’s LinkedIn profile, especially while preparing to bring a brand to retail, I consider:

→ A genuine headshot
→ A headline that accurately reflects your mission
→ A bio that narrates the authentic story behind your brand
→ Content that contributes meaningfully to discussions
→ Authentic engagement (beyond simple comments like “Great post!”)

Several founders excel in these areas:

Bonus: Get Strategic with RangeMe

You may recognize RangeMe as a listing service to gain visibility among buyers; however, it offers much more.

Here’s how to maximize its potential:

→ Exclusive discovery opportunities: Pay attention to their product showcases and discovery events. Pro members can also secure three guaranteed meetings with retail buyers during ECRM sessions.

→ Rich market insights: Their proprietary buyer data and NielsenIQ category insights can provide valuable insights into understanding your market position.

→ Retail readiness resources: Their Brand Resource Center is filled with practical tools, including pitch deck templates, learning sessions on retail readiness, buyer interviews, and actionable guides to help you prepare for retail discussions.

Pro tip: Regularly check their “Immediate Opportunities” section—this is where buyers actively seek out new brands to collaborate with.

The Bottom Line

Having been in your position, I understand the temptation to channel all your energy into perfecting your pitch deck, selecting the right outreach software, or finding the ideal broker promising access to major retailers like Whole Foods.

What I have learned is this: Retail success involves playing the long game. It requires consistent engagement, the cultivation of authentic relationships, and becoming a trusted figure in the industry.

The opportunities that arise from genuine connections in the industry are not only stronger but also more fulfilling than any cold outreach could ever hope to achieve.

Interested in discussing how to enhance your presence in the industry? Please feel free to reply to this message—these conversations are what I am passionate about.

Want to start winning in retail and attract retail buyers to you (rather than the other way around)?

We are currently accepting applications for the Spring cohort of our 6-month retail growth program!