Comments on: How to get your product on Whole Foods' shelves http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/ Editors from FSB magazine answer your pressing small-business questions. Tue, 15 Dec 2009 12:52:55 +0000 http://wordpress.com/ hourly 1 By: Kevin DiStasio Essex, CT http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-556 Kevin DiStasio Essex, CT Fri, 18 Apr 2008 12:50:43 +0000 http://askfsb.wordpress.com/?p=270#comment-556 Marissa, Best of luck in your new venture! I've been working with smaller start up companies like yourself as a contracted brand sales manager, using my contacts and experience from over 10 years in the natural industry establish retail and distribution presence. While it is a daunting task there are many proven ways to become succesful in a relatively short period of time. If you'd like to learn more about my services you can visit my web site www.kevindistasio.com Marissa,
Best of luck in your new venture! I've been working with smaller start up companies like yourself as a contracted brand sales manager, using my contacts and experience from over 10 years in the natural industry establish retail and distribution presence. While it is a daunting task there are many proven ways to become succesful in a relatively short period of time. If you'd like to learn more about my services you can visit my web site http://www.kevindistasio.com

]]> By: D Foreman, Austin, TX http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-555 D Foreman, Austin, TX Thu, 17 Apr 2008 17:32:03 +0000 http://askfsb.wordpress.com/?p=270#comment-555 Marissa, All the advise above is good, pay particular attention to Andrew's on making sure your ingredients, packainging, positioning, etc. are right. And be sure you have WAY more money than you think you'll need to be successful. Another tidbit: success happens ONE STORE AT A TIME! These 2 links will give you some (free) things to consider before jumping off: http://fooddude.com/foodmarketing101.htm; and http://fooddude.com/final_checklist.htm. Best of luck to you! Marissa,
All the advise above is good, pay particular attention to Andrew's on making sure your ingredients, packainging, positioning, etc. are right. And be sure you have WAY more money than you think you'll need to be successful. Another tidbit: success happens ONE STORE AT A TIME! These 2 links will give you some (free) things to consider before jumping off: http://fooddude.com/foodmarketing101.htm; and http://fooddude.com/final_checklist.htm. Best of luck to you!

]]> By: Bob Bada, Kennett Square, PA http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-553 Bob Bada, Kennett Square, PA Wed, 16 Apr 2008 16:04:54 +0000 http://askfsb.wordpress.com/?p=270#comment-553 Congratulations Marissa, and good luck. I demo'd Goat Milk Gelato (my co's Gelati di Capri) at the Natural Products East (Baltimore 2006), and was well received, so do that. Also, take your wares around to local health food stores and gourmet shops (a growing mkt for health food). Try to have samples that can be tried immediately and that create a buzz or capitilize on a trend (one of my flavors is Bada Bing - bing cherry chocolate almond and my last name's Bada). Try high end/mid-level restaurants, too, they're always looking for innovation. Good luck. Bob Bada, Pres. Gelati di Capri Congratulations Marissa, and good luck. I demo'd Goat Milk Gelato (my co's Gelati di Capri) at the Natural Products East (Baltimore 2006), and was well received, so do that. Also, take your wares around to local health food stores and gourmet shops (a growing mkt for health food). Try to have samples that can be tried immediately and that create a buzz or capitilize on a trend (one of my flavors is Bada Bing – bing cherry chocolate almond and my last name's Bada). Try high end/mid-level restaurants, too, they're always looking for innovation.
Good luck.
Bob Bada, Pres.
Gelati di Capri

]]> By: andrew chae, south gate, ca http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-552 andrew chae, south gate, ca Tue, 15 Apr 2008 20:46:19 +0000 http://askfsb.wordpress.com/?p=270#comment-552 Buyers literally receive hundreds of samples a month, many from approved vendors who already have items in the respective store. Sending unsolicited samples would be ineffective. I can't speak for other companies, but we (ohana house) got our start at ExpoWest. It's the best way to expose your product to the most number of (qualified) people in the shortest amount of time. If your product is outstanding, buyers and distributors will seek you out. If your product doesn't attract attention, then find out why and consider it money spent on market research. But even before exhibiting at Expo, as Bob Burke suggests, go to your local natural food store and see what's selling. Talk to the store buyer in your category and get their insights on what customers are seeking out. Pay attention to ingredients, packaging, pricing, positioning, etc. Also, talk to current natural food manufacturers. I found many in the industry to be friendly, helpful, and encouraging. Hope to see you in the aisles! Buyers literally receive hundreds of samples a month, many from approved vendors who already have items in the respective store. Sending unsolicited samples would be ineffective.

I can't speak for other companies, but we (ohana house) got our start at ExpoWest. It's the best way to expose your product to the most number of (qualified) people in the shortest amount of time. If your product is outstanding, buyers and distributors will seek you out. If your product doesn't attract attention, then find out why and consider it money spent on market research.

But even before exhibiting at Expo, as Bob Burke suggests, go to your local natural food store and see what's selling. Talk to the store buyer in your category and get their insights on what customers are seeking out. Pay attention to ingredients, packaging, pricing, positioning, etc. Also, talk to current natural food manufacturers. I found many in the industry to be friendly, helpful, and encouraging.

Hope to see you in the aisles!

]]> By: Melissa http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-551 Melissa Tue, 15 Apr 2008 15:25:39 +0000 http://askfsb.wordpress.com/?p=270#comment-551 First, congratulations. I know that this is a very exciting time. My suggestion, if you have limited funds and resources is to approach a handful of selected stores in your area, don't try to go regional or even national; Whole Foods, Fresh Market and then local specialty markets; and give away your product in exchange for shelf space. Do this for three months to see if your product will move itself; also, do in-store demos every single week-end. If this works then events and your hard work will move your product to the next step. I know from past experience that this approach was effective for me. You will need to be your own best sales person and not get frustrated by refusals. It will pay off in the end. Good luck. First, congratulations. I know that this is a very exciting time. My suggestion, if you have limited funds and resources is to approach a handful of selected stores in your area, don't try to go regional or even national; Whole Foods, Fresh Market and then local specialty markets; and give away your product in exchange for shelf space. Do this for three months to see if your product will move itself; also, do in-store demos every single week-end. If this works then events and your hard work will move your product to the next step. I know from past experience that this approach was effective for me. You will need to be your own best sales person and not get frustrated by refusals. It will pay off in the end. Good luck.

]]> By: Tim Jacobi, San Antonio, TX http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-549 Tim Jacobi, San Antonio, TX Mon, 14 Apr 2008 23:25:16 +0000 http://askfsb.wordpress.com/?p=270#comment-549 Key is differentiation. Also, it is absolutely critical that you understand that Whole Foods objectives at times are completely different from yours as a vendor. If you find a way to address theirs while making a profit you will be a good vendor for them. We are a company, www.gimainternational.com, that does exactly that: Help companies get ready to deal with US retailers. Our clients are international, but the principles are the for US vendors, albeit slightly less complex. While it appears daunting to approach Whole Foods or Safeway or Wal*Mart, but you got to believe that you are the solution to one of their problems. Key is differentiation. Also, it is absolutely critical that you understand that Whole Foods objectives at times are completely different from yours as a vendor. If you find a way to address theirs while making a profit you will be a good vendor for them.
We are a company, http://www.gimainternational.com, that does exactly that: Help companies get ready to deal with US retailers. Our clients are international, but the principles are the for US vendors, albeit slightly less complex.
While it appears daunting to approach Whole Foods or Safeway or Wal*Mart, but you got to believe that you are the solution to one of their problems.

]]> By: Brian Gurin, Northfield Illinois http://smallbusiness.blogs.cnnmoney.cnn.com/2008/04/14/how-to-get-your-product-on-whole-foods-shelves/#comment-547 Brian Gurin, Northfield Illinois Mon, 14 Apr 2008 21:42:46 +0000 http://askfsb.wordpress.com/?p=270#comment-547 Marissa, there are a few ways to start. I would meet with buyers from distributors to get feedback from them in addition to independent retailers. Does your product line have a niche? Who is the target market? Is it geared to adults, children, both? How is it priced? There are regional retailers who do like supporting local so you can always contact your local stores even if they are a chain. You also want to make sure you have all of the sales and marketing info to support the line. Lastly, what are you plans once the product hits the shelves? This may be more than you want but hope this helps. Marissa, there are a few ways to start. I would meet with buyers from distributors to get feedback from them in addition to independent retailers. Does your product line have a niche? Who is the target market? Is it geared to adults, children, both? How is it priced?

There are regional retailers who do like supporting local so you can always contact your local stores even if they are a chain.

You also want to make sure you have all of the sales and marketing info to support the line. Lastly, what are you plans once the product hits the shelves?

This may be more than you want but hope this helps.

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