Retail is crowded, can be expensive, and is often a difficult place to gain trial and repeat purchases. There’s a commonly held belief that it is the best and often only true path in which to build a food or beverage brand. In this workshop, we will discuss why, in many cases, that’s just not true.
Matching a brand and its products with the optimal channel is critical to the acceleration of growth. We will explore alternative channels such as noncommercial (corporate feeders, stadiums, airports, etc.), small format (c-store, drug, dollar) and foodservice.
Further, we will provide an overview of the key elements of the route-to-market and go-to-market strategies that support these channels. This includes a review of their distribution modes, sales requirements and promotional opportunities.
The key takeaways from this workshop will be an awareness of the alternatives to retail, and an understanding of the key elements and requirements of those alternatives.
About Elliot Begoun
Elliot Begoun is the Principal of The Intertwine Group, a practice focused on accelerating the growth of emerging food and beverage brands. He helps clients gain distribution and win share of stomach. His approach supports good strategy and smart decision making. It increases speed to shelf, drives sales, and ensures that every trade dollar spent works hard for the brand.
Elliot has 25 years of brand-building experience. He has held senior roles in sales, marketing and supply chain, and currently assists the growth of clients both nationally and globally. He facilitates workshops on ideation, design thinking, branding, strategic management, and integrative leadership. He is a regular contributor to publications such as the Huffington Post, SmartBrief, and FoodDive.