Ep. 151: How to Keep Your Retail Partners Onboard Even When You Change Almost Everything
Every brand eventually changes something big — price, packaging, format, the category it sits in — and that puts existing distribution on the line. After raising its prices to match true production costs, Vermont Creamery walked away from an unprofitable Walmart relationship, then earned its way back into 400 stores. Tuyyo Foods fell off roughly 1,100 doors of shelf space after a merger brought a full rebrand and repackaging. Harrison Kahn, President and GM of Vermont Creamery, and Stephanie Garcia Turner, co-founder and CCO of Tuyo Foods, break down how to make a major change and still get your retail partners to come along for the ride.You will learn:How to notify and prep retail buyers before a repackaging or UPC change, so your product doesn't quietly fall off shelfWhat to do when a retailer's promotional demands push your pricing below what your product actually costs to makeHow to build a compelling case for re-entry after leaving a retailer, including what data and proof points actually move a buyerHow to prioritize which retail partners and categories to carry forward after a merger or repositioning, instead of trying to keep everyoneWhat to do the moment a retailer signals your velocity is too low and discontinuation is on the table
