Industries
CPG growth depends on retail and distribution relationships - a very different buying motion than direct-to-consumer marketing. We target category managers and distribution decision-makers with margin and category-fit messaging, not a generic "stock our product" pitch.
Our Approach
Retail and distribution buyers evaluate new CPG products on category fit, margin, and proven sell-through - not brand story alone. We lead with category-specific data (comparable product performance, margin structure) and address category managers directly, since that's who actually controls shelf and distribution decisions.
Buyer Personas
Category Manager
Primary evaluator
Owns shelf and assortment decisions for a specific product category.
VP Merchandising
Broader fit evaluator
Cares about how a new product fits the retailer's overall category strategy.
Distribution / Supply Chain Manager
Logistics gatekeeper
Evaluates fulfillment reliability and minimum order requirements.
Buyer (independent/regional retail)
Direct decision-maker
At smaller retail chains, owns the stocking decision directly.
What To Expect
Reply-rate and timeline ranges are the same figures published on our Cold Email Outreach page, applied to this vertical - not a new claim specific to it.
Sample Opening Email
Subject: [Category] margin and sell-through data
Hi {{FirstName}}, We've got sell-through and margin data for [category] that's outperforming comparable products currently on shelf - worth a look before your next category review? [Sender name]
Leads with category-specific performance data, not a generic "stock our brand" pitch
FAQ
Both, depending on retailer size - larger chains route through category managers, independent and regional retailers often have a single buyer who owns the decision.
We lead with margin and sell-through data specific to the category, not brand story - retail buyers evaluate on numbers first.
Yes - most retailers review category assortment on a set cycle, and outreach timed just ahead of that window performs meaningfully better than a random-timing pitch.
Pay only for meetings you confirm were a good fit.
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