Episode # 104 interview with Greg Esslinger- Former SRM at UNFI

Episode # 104. Today, our guest is Greg Esslinger, former SRM (Buyer) at UNFI. Greg discusses what it takes for a small/emerging brand to work with large distributors such as UNFI and KeHE as well as what he looked for in a brand and what he expected of them. Please subscribe to the Road 2 Retail podcast on Apple podcasts, Spotify, or on our YouTube channel. Plus, give us a follow-on LinkedIn. Learn more at https://www.road2retail.com.Among the topics covered with Greg today include:- What tells a brand that they are ready to do business with a large distributor like UNFI or KeHE? - What does a distributor look for in an emerging brand before taking them into distribution? A commitment from a significant retailer is extremely helpful! - What questions did you ask an emerging brand (or what up front research would you do) while considering accepting them into distribution? Sufficient funding for operations is critical. - What does a brand have to get right to be successful with UNFI? - What are the watch outs a brand should be aware of when working with a big distributor? There are many fees, markups, and promotional expectations a brand needs to understand and account for in their P&L. - Understanding all the fees and terms associated with securing distribution: slotting, payment terms, promotional support requirements for both the distributor and retailer.- What are the pros and cons of an emerging brand “going it alone” when working with a large distributor? Spoiler alert: going it alone is not recommended!