Buyer Profile: Rich Gillmore, Gelson’s

WHAT SETS GELSON’S APART FROM OTHER GROCERS?

We are really different from pretty much every other retailer in Southern California. We have the highest quality Fresh products and an unmatched assortment in the Center store that ranges from Coca-Cola to imported balsamic sold by the ounce and first to market launches on innovative items like Impossible Burger.

HOW DO YOU DECIDE TO BRING IN AN EMERGING BRAND TO YOUR ASSORTMENT? / HOW DOES AN EMERGING BRAND KNOW WHEN THEY’RE READY TO PITCH TO YOU?

We search food shows and industry periodicals to find new trends, but most brands come to us because of our reputation in the industry for launching brands. Once we find something that we feel has real potential, we will work with the brand to see if they are ready or not. The first thing emerging brands need to learn is that it doesn’t matter how cool, unique or high quality a product is unless a customer tries it. The brand must do everything it possibly can to get the word out and educate the consumer with a reason why they should buy it. The best way to do that is through in-store displays, demos and advertising. Too often a brand says “I can sell a pallet in 4 hours at a farmer’s market”. That is great, but at a farmers market, you are standing there, grabbing every customer that walks by and offering them a sample. When you are sitting on the shelf next to 30,000 other items, you won’t get noticed without a lot of work.

WHAT SETS A BRAND APART IN A PITCH?

Being on trend, with solid packaging design and a realistic plan to promote and get the consumer to try their product. The most important consideration though, is what void in the Customer Decision Tree you fill. Are you filling a true need that is in the market, or are you just another “me-too?”

WHAT ARE YOUR MOST COMMON CONCERNS WHEN BRINGING ON A NEW BRAND?

We need to be confident that the brand is going to follow through with their commitments and do everything they can to get their product to sell. It is not the retailers job to sell your product, it’s the brand’s responsibility. It’s way too competitive in today’s market to not be looking for the next great thing continuously.

WHAT VELOCITY EXPECTATIONS DO YOU HAVE FOR EMERGING BRANDS WHEN COMPARED TO ESTABLISHED BRANDS?

It really varies widely by commodity. Beverages, snacks, yogurt… all have extremely high velocity compared to more specialty items. We give a brand 6-9 months to gain a foothold with the consumer, so it is important to come out strong.

ARE THERE CATEGORIES WHERE YOU’RE MORE LIKELY TO TAKE A RISK ON EMERGING BRANDS?

The most competitive categories are the hardest to take risks in. For a retailer, it is difficult to justify discontinuing something selling thousands of dollars a week in order to take a chance on a new item in its space.

HOW SHOULD EMERGING BRANDS THINK ABOUT PRICING VS ESTABLISHED BRANDS (GIVEN THAT THEY LIKELY HAVE LESS FAVORABLE COSTS)?

For our consumer, pricing is dependent on quality. If your product provides a quality or benefit that the national brand does not, then pricing is not as critical. A brand needs to ask themselves, “why would someone pay extra for this product?” If they don’t have a quick answer, they are likely to fail.

WHAT ARE 3 CATEGORIES YOU’RE EXCITED ABOUT?

Plant-based: This ranges from dairy products, to the meat replicants popping up all over the place these days

Snacking: Whether it is salty snacks, or sweets, the innovation is accelerating

Mixers: High quality, innovative flavors for mixers