WWW.STARTUPCPG.COM
A Guide
By Erin Fasano
TO BROKERS
Brokers are one of the most common topics on the Startup CPG e-commerce Slack channel. Founders looking for advice about who to hire, how Brokers help, and how to get the most out of the partnership. Look no further – our Startup CPG Spotlight Guide is here to get you started on your search for a Broker. 24
THE BASICS Before starting a search for a broker, it first helps to know what a broker is and what they do. A broker is effectively an arm of your sales organization, who will support your retail growth initiatives, both by supporting sell-in and sellthrough. Avi Kahn, Director of Business Development at B&A Food Brokers located in NJ, thinks about his brokerage as a fractional VP of Sales for his clients, with the added benefit that he and his team are going back to the same accounts and calling on a variety of categories at the retailer. This is one of the key benefits of partnering with a broker: they really know the retailer well.
But not only does a broker know the retailer well, they should also be able to guide you on your readiness for market. A broker maintains strong relationships with retailers by bringing them brands with real potential and the cash to support the demands of entering brick-andmortar retail. If you’re not ready, a good broker will maintain a relationship with you and help guide you to striking when the time is right. When you’re looking for a broker, know your own geographical needs. Are you looking for a retailer who specializes in a particular region of the country? Are you looking for a retailer who is strong in a particular channel? Or are you ready for
