Road 2 Retail

Hosted by Tracey Priest & Bruce Montgomery

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Episodes

176

Latest episode

Oct 2026

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About the show

The Road 2 Retail has been developed to help emerging and challenger brands best determine when and how to go about securing distribution in food, drug, mass, club and dollar brick and mortar classes of trade. Our insight is based upon years of experience, interviews with buyers at a dozen large retailers, and ongoing discussions with manufacturers and suppliers that support brands. After years of leading and managing these business building initiatives for companies we worked for directly, we now help emerging brands navigate this important, yet complex, process.

Listen to episodes

60 recent

October 20, 202648 min

Episode #177 Amy Collins- CEO & Co-founder at RoRo's Baking Company

Today on the Road 2 Retail we visit with Amy Collins, the CEO and Co-Founder of RoRo's Baking Company. Amy shares with us how she left being an ICU nurse to taking her grandmother's recipe for delicious cinnamon rolls and turning it into a growing emerging brand. Links to the episode in the comments below. Details on how to follow the Road 2 Retail podcast can also be found below. Learn more at www.road2retail.com. Discussion points today include: - Their 'accidental retail launch' into Central Market- Learning the hard way how to select and deal with distributors and brokers - Lessons learned about trade spending and fees in the CPG industry and how they address them - Why being patient selecting a contract manufacturer is critical to brand success- Amy's thinking as they begin to look for growth capital to expand their business - Our first Auburn Tiger football fan Follow the Road 2 Retail podcast on the following platforms Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Big Chalk- The Emerging Brands Launch & Growth Toolkit https://bigchalk.co/emerging-brands-launch-growth-toolkit/ Agency Habitathttps://agencyhabitat.com/

October 15, 20264 min

Episode #176 Introducing CPG Ignition

Episode 176 Introducing CPG Ignition from Road2Retail. Managing and growing your emerging CPG brand is hard, but finding qualified, capable service providers to help you grow should not be. After years of connecting brands to service providers, we established CPG Ignition to accelerate the process of emerging brands and service providers finding each other. Brands can search our 'atlas' of subject matter experts by the need they have at this time. Need a broker? Struggling with Amazon? Need some research to validate your business plan? Companies that support emerging brands will be listed by the services they provide to facilitate discovery by brands searching CPG Ignition for help. Brands: Your next great business partner may very well be waiting for you within the CPG Ignition atlas. Service providers: If you would like to be listed on CPG Ignition- contact us via our website and the 'request to be listed' button at www.cpgignition.com https://cpgignition.road2retail.com/ Check out CPG Ignition today. Unless you enjoy spending weeks looking for suppliers.

October 13, 202648 min

Episode # 175 How to prepare for a retailer meeting and be a value added supplier

Episode 175 Today the Road 2 Retail team discusses how to prepare for a meeting with a retailer and how to be a value-added supplier to your buyer. Organization, nailing details, and being empowered to problem solve are both critical and obvious. But why do so many fail? Follow the Road 2 Retail so you don't miss any episodes (details below). Learn more at www.road2retail.com.Discussion points today include: - The need to establish relationships within each retailer beyond your buyer - Understand how each retailer works internally and what is important to them - Be 'easy to do business with' and make the call when presented with opportunities that make sense. If you always have to check back with HQ - the opportunities will cease. Act with authority! - You are your company - Understand how a category manager thinks about their assortment and how they are evaluated. Hint: don't waste your meeting time defending a dying sku. - The decision has likely been made. Build the healthy part of your business - Follow up swiftly and accurately. Hit all dates you commit to !Follow the Road 2 Retail podcast on the following platforms: Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Eagle Labs- A manufacturer of consumer healthcare products https://wwweaglelabsinc.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedI

October 6, 202651 min

Episode # 174 Clive Sher- Managing Director of the organic snack brand: Little Bellies

Episode #174 Today the Road 2 Retail team speaks with Clive Sher, the Managing Director of the organic snack brand: Little Bellies. Listen to their founder story and then what went into bringing this Australian-based brand to the US market. Details on how to follow the Road 2 Retail podcast are below. Learn more at www.road2retail.com. Points discussed with Clive today include: - How their unwavering commitment to their corporate ethos of "Do What's Natural" drives everything they do - How looking internationally gave them both inspiration and helped them see the potential to go for geographic expansion - Why they opted to NOT go the natural channel route when entering the US market even though they are an organic brand - Picking the right business partners in the US has been key to building their business - A fan of U2 and the Chicago Bulls Follow the Road 2 Retail podcast on the following platforms Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Retail and Response- a media company https://www.retailandresponse.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Give us a follow on LinkedIn. Want to be on the show? DM us on LinkedIn!

September 29, 202657 min

#173 Mason Vitamins- Executive Vice President- Idanys Alapont and Vice President of Sales & New Business Development- Nilda Oyola

Episode # 173. On today's episode of the Road 2 Retail, we are joined by two leaders from Mason Vitamins: Executive Vice President- Idanys Alapont and Vice President of Sales & New Business Development- Nilda Oyola. Check out how Mason Vitamins successfully builds its business within both the store brand and branded segments of the hyper competitive VMS space. And an unrelenting commitment to quality doesn't hurt either! Links to the episode in the comments below. Details on how to follow the Road 2 Retail podcast can also be found below. Learn more at www.road2retail.com. Topics covered today include: - How does Mason Vitamins successfully compete in the store brand and branded VMS world? - How Mason Vitamins creates an edge via extremely high quality standards and educating consumers about what each vitamin does for their health - Tested to be trusted! Help treat consumer conditions - Listen to their interesting philosophy on selecting business partners. - Fans of the mission driven brand Soapbox and having a diverse musical play list! Follow the Road 2 Retail podcast on the following platforms: Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Eagle Labs- A manufacturer of consumer healthcare products https://wwweaglelabsinc.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Give us a follow on LinkedIn. Want to be on the show? DM us on LinkedIn!

September 22, 202650 min

Episode #172 What to include in a presentation to a retailer

Episode 172 Today the Road 2 Retail team discusses what you should include in that first presentation to a retailer. You have achieved a few key goals: you identified a retailer that is a good demographic match for your brand, and you got a meeting with the buyer scheduled. Now what? Check today's episode to hear how to optimize the content of your presentation. These insights stem from our experiences with many brands over many years of making these presentations ourselves, supplemented by input from over a dozen interviews with senior retail merchants. - Be concise! Buyers don't need another 60-page deck. To you this may be the biggest meeting of the year; to the buyer it is simply meeting number six today - Make it a conversation and not a lecture- seek engagement- Details, studies and claim support belong in the appendix of your presentation- not in the core 10–15-page deck (yes- this is the optimal length based on buyer feedback) - Remove uncertainty for the buyer as much as possible - Many more key issues are discussed in today's episode. DM us questions after listening! Follow the Road 2 Retail podcast on the following platforms: Follow the Road 2 Retail so you don't miss any episodes (details below). Learn more or send us questions at www.road2retail.com.Specific points covered today include:Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: Floret, a deduction management platform www://https:tryfloret.com The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

September 15, 202651 min

Episode #171 Charlie Dumo- Co-Founder & CEO at Dumo Digital

Episode # 171 Today the Road 2 Retail team speaks with Charlie Dumo, co-founder and CEO at Dumo Digital. Charlie shares his insights into building a DTC brand and how to maximize Shopify and a brand website. Details on how to follow the Road 2 Retail podcast are below. Plus, give us a follow-on LinkedIn. Learn more at www.road2retail.com. Discussion points with Charlie include: - The importance of repeat purchases in a digital world- How to create a consumer habit for an emerging brand - The importance of product positioning (Who is your target consumer?) - The importance of a retailer partnership and how emerging brands can build a strong retailer partnership - What are the early actions an emerging brand needs to take to win in the DTC world - A fan of the music artist Burlioz Dumo Digital-https://www.dumodigital.com/ Follow the Road 2 Retail podcast on the following platforms: Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: Floret, a deduction management platform www://https:tryfloret.com The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on L

September 8, 202647 min

Episode #170 Ted Peterson- Founder & President VIC Cotton Company

Episode # 170Today the Road 2 Retail team speaks with Ted Peterson- the Founder and President of The VIC Cotton Company. Give a listen to hear the story of the brand and how it continues to keep the memory of his daughter alive while deliver a superior product to consumers. Details on how to follow the Road 2 Retail podcast are below. Plus- give us a follow-on LinkedIn. Learn more at www.road2retail.com. Discussion points with Ted include: - His initial attempt to purchase the brand many years ago- How VIC Cloth proceeds both preserve the memory of his daughter and contribute financial support to Johns Hopkins Kimmel Cancer Center - Challenges of providing a premium priced product in a low price category - How VIC Cloth drives demand online - Traits VIC Cloth is looking for in a brick & mortar retail partner as they consider channel expansion - A fan of Norway's Erling Haaland and the version of "Under Pressure" by David Bowie and Annie Lennox Follow the Road 2 Retail podcast on the following platforms: Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: ECRM puts the right brands with the right buyers at the right time for seamless product discovery, cultivating powerful retail and foodservice relationships https://ecrm.marketgate.com/ The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

September 1, 202648 min

Episode # 169 How to get a meeting and how to know you are ready for retail

Episode 169: Today the Road 2 Retail team discusses how a brand can determine if it is ready for retail and how to secure a meeting with a retailer. These insights are based on our experiences with many brands and with input from over a dozen interviews with senior retail merchants. Many important actions must be taken before that first unit sells to a consumer. Follow the Road 2 Retail so you don't miss any episodes (details below). Learn more or send us questions at www.road2retail.com. Discussion points today include: - You may be ready to go to traditional brick & mortar retail if you have a differentiated product, have a stress tested supply chain, and have the capital to fund inventory and a marketing plan - Do you fully understand your 'all in' COGs and pricing? - Does the profile of your brand's consumer match with the retailer's shopper? Hint: they need to!- Tactics on how to get a meeting with the retailer you have identified - Is your leadership team credible and experienced? Are you working with a broker who knows the account well? - And many more key issues are discussed in today's episode Follow the Road 2 Retail podcast on the following platforms: Apple podcasts-https://lnkd.in/gs3BfXbd Spotify- https://lnkd.in/ewWcnYpY YouTube channel- https://lnkd.in/gH2Dk_q6. Thanks to our sponsors: The Emerson Group- A trusted CPG partner and omni channel expert to brands https://www.emersongroup.com Eagle Labs- A manufacturer of consumer healthcare products https://wwweaglelabsinc.com Enjoy the show! Please share the Road 2 Retail with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

August 30, 202642 min

Episode # 168 Dror Sharon- Co- founder and CEO at Belle's Gourmet Popcorn

Episode # 168. Today the Road 2 Retail team speaks with Dror Sharon, co-founder and CEO of Belle’s Gourmet Popcorn- and the winner of the Buyer’s Choice award at the July ECRM Center Store Grocery Session in San Diego. Details on how to follow the Road 2 Retail podcast are below. Plus give us a follow-on LinkedIn. Learn more at www.road2retail.com. Discussion points with Dror include: - The hidden costs of retail distribution (It’s more than you think) - Why did they go with Walmart very early? - How to manage rapid retail expansion (It takes a team) - The benefits of attending ECRM sessions- The expansion of the Belle’s brand into functional foods - A fan of Liverpool soccer Thanks to our sponsors: ECRM puts the right brands with the right buyers at the right time for seamless product discovery, cultivating powerful retail and foodservice relationships. https://ecrm.marketgate.com/ Big Chalk- The Emerging Brands Launch & Growth Toolkit https://bigchalk.co/emerging-brands-launch-growth-toolkit/ Please share the Road 2 Retail podcast with a colleague and leave us a review. Learn more at www.road2retail.com. Want to be on the show? DM us on LinkedIn!

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