CPG Brokers 101: Complete Guide with Once Upon a Coconut's Matt Merson
Video from Startup CPG. Watch on YouTube.
What you'll get
Matt Merson, a sales leader at a coconut water brand, explains what a broker does, when a brand is ready for one, how to find and check brokers through references, how retainers and commissions work and what to negotiate, and why a broker still needs a manager on the brand's side. Brokers look for a distinctive product, a growing category and early sales data, so use the episode to prepare your questions and your pitch before you call one.
Do this week
Write a one-page brief for a broker covering your target stores, your sales so far and the support you can pay for, then ask two brands in your category which brokers they use.