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Proven Strategies To Grow Sales And Profits For Your Natural Food Brand.

Dan Lohman, CPSANatural and Organic Industry Strategic Advisor

Dan Lohman is a CPG and Natural and Organic Industry Strategic Advisor. A former Grocery Manager, Store Manager, District Manager, Key Account Manager, and Category Manager, his company Brand Secrets and Strategies provides innovative ideas, actionable insights and strategic solutions to the challenges that brands and retailers face. Dan assists retailers and brands in expanding their distribution, growing sales and getting their products on more store shelves and into the hands of more shoppers.

His extensive knowledge reaches beyond traditional category management and has earned him recognition throughout the industry as an influencer, expert, speaker, trainer and thought leader.  Dan is passionate about empowering brands and raising the bar.

His Brand Secrets and Strategies podcast is a popular natural and organic products accelerator for food startups, healthy brands, and retailers. In addition to sharing his 25 years of experience, Dan talks with well-known thought leaders, CEOs, and founders of successful industry companies who candidly share insider secrets.

As a top contributor to the leading trade publications, he has published over 300 articles. A trusted and respected member of the natural and organic community, Dan’s weekly newsletter, podcast, free resources and online mini-courses have become an invaluable resource for brands and retailers seeking to grow sales and gain a sustainable competitive advantage.

To learn more, check out my Linked-In resume. Connect with me on Linked-In.

Colleagues, Clients, and Friends of Brand Secrets And Strategies

Proof that this stuff works!

This short podcast episode will inspire you. It’s a David and Goliath story.  These strategies helped a small regional brand outmaneuver and block the largest national category leader from dominating sales and promotions at a new superstore’s grand opening.

“Dan has keen insights into both the plant based and natural foods markets, derived from a lifetime of experience. He brings a unique understanding of what makes brands tick and how they can take advantage of undeveloped trends and is great interviewer!”

– Seth Tibbott, Founder And Chairman, Tofurky


“Listening to a half a dozen of your podcasts with the breadth of them being as many as they are, you can listen to half of those and get an MBA in entrepreneurship”

– Scott Jensen, CEO of Rhythm Superfood and Stubbs Legendary BBQ Sauce


“Dan and I talk about what retailers and shoppers really want, how to get your brand on the shelf, market changes, insights, trends, small brands and the future of the CPG industry!” “Always a great time and discussion with Dan!!!! One of the smartest most intuitive natural food leaders in the industry – thanks for having me on!” 

– Phil Lempert, CEO Consumer Insight, The Lempert Report, SupermarketGuru, Forbes.com, Spoon Guru, host USFRA’s Farm Food Facts podcast


“Scaling mission-based brands takes a specific playbook. Brand Secrets And Strategies podcast sheds light on getting to shelf … it’s working for HonestTea and BeyondMeat”

– Seth Goldman, Honest Tea and Beyond Meat 


“Awesome to see BMC Black Belts Michael Sansolo and Dan Lohman in such a great conversation about the importance of remaining relevant at retail and with shoppers”

Bill Bishop, Chief Architect, Brick Meets Click and Williard Bishop Consulting


“Daniel is the foremost expert in brand building in today’s marketplace. Daniel’s common sense approach to helping all companies from small to large become successful in a sound process. Daniel provides passion and intelligence to ensure your success in every retail format. Daniel provides sound strategies to guide your brand for increasing, profitable sales. I’ve been a follower of Daniel’s for years, I feel his process makes sense in today’s competitive business environment.”

Michael J. O’Donnell, The Belmullet Food and Beverage Group, LLC

About Brand Secrets And Strategies

To make our healthy way of life more accessible by helping you get your brand on more store shelves and into the hands of more shoppers

  • Authenticity – values driven approach that aligns you with your core shopper
  • Transparency – complete transparency every step of the way
  • Integrity – above all else, a resource you can trust
  • The first person to be certified at the highest level of category management proficiency – Certified Professional Strategic Advisor (CPSA)
  • Natural and organic category management expert
  • A sought-after expert speaker and a regular contributor to the leading trade publications – see As Featured In image above
  • Podcast Host – Brand Secrets and Strategies: Empowering Brands | Raising The Bar
  • Category Management speaker and trainer
  • Author and Contributor, over 400+ articles

The Natural Consumer Is My Focus

Shopper/Loyalty Engagement Enhancement
Sales Story Optimization
Sales Funnel Magnification
Trade Marketing ROI Optimization

Category Management Solutions is BRAND SECRETS AND STRATEGIES

Category Management Solutions

Category Management Solutions provides innovative ideas, actionable insights and strategic solutions to help your business gain a competitive advantage.

Traditional category management tends to overlook what makes natural, natural.  The committed natural shopper is responsible for all the sustainable growth in every category.  Similar to the initial ripple in a pond – these consumers, your consumers, are responsible for turning those tiny ripples into the huge tidal waves where natural products begin appearing on mainstream shelves.

True category management involves everything from the product inception all the way through the process to the end consumer beyond the shelf – after they make the purchase.  It can help you with traditional and advanced deep-dive sales analysis, trade management, sales planning, forecasting, merchandising, schematics, consumer and shopper insights, etc. It is the backbone of advanced strategy.

Our mission is to level the playing field between natural and conventional (mainstream) by helping natural organic companies make the most of their available resources, win at shelf and connect with consumers.

Our goal is to leverage the relationships between brands and retailers, creating a collaborative approach to better meet the needs of the shopper. Consideration of all three needs, the brand, the retailer and the shopper, is the foundation for a sustainable strategy that competes in the marketplace regardless of size or volume.

Combining the industry’s advanced best practices and tools that come from True Category Management, Category Management Solutions implements a customized process that meets the demands and needs of your CPG or organic brand.


Empowering Brands | Raising The Bar

The Brand Secrets and Strategies podcast is an audio natural products accelerator for food startups, entrepreneurs, emerging health-focused brands and retailers. It’s radically different and raising the bar in our industry. We rise by lifting others. I remain passionate about our industry, mission-based brands, making a healthier way of life more accessible and raising the bar.

In addition to sharing my 25 years of experience, more than 50 well known industry thought leaders candidly share their advice with you. Learn actionable insights and strategic solutions to grow your brand, avoid the pitfalls and save valuable time and money. CLICK HERE NOW to go to my podcast page to view a partial list of my guests and links to the shows.

I am excited to announce the release of my free Turnkey Sales Story Strategies course. This is your roadmap to success. In this course, you will learn the insider secrets of how to get your brand on the shelf and what retailers REALLY want. Stay tuned! I will be announcing several fall courses that will specifically address exactly what a brand needs to know to succeed and grow in this industry.

As an internationally published author, my 300+ articles (blog) are published in every leading trade publication both in print and digitally. You can read my most recent articles here.

My articles (blog), courses, and podcast are all FREE resources I offer to our community. They teach brands what retailers REALLY want, how to get your product on the shelf and how to save valuable time and money. Sign up now below for my weekly newsletter so you don’t miss out! Please use and share these FREE resources with your team or any brands or groups in our community that would find them valuable.





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contracted services


Learn More


  Increase sustainable sales

  Improve distribution and reduce out-of-stocks

  Implement efficient inventory forecasting

  Reduce wasted promotional spending

  Leverage broker/distributor relationships

  Create a compelling retailer sales story

  Grow shopper loyalty

  Identify incremental opportunities

  Make sense of the data maze

  Profit from big brand strategies

  Save valuable time and money

Brands Who Trust Brand Secrets And Strategies – Partial List



Merchandising Effectiveness

Optimize your selling potential with an effective distribution strategy that helps your brand standout on a crowded shelf. Ensure that your brand can easily be found and the category is easy to shop.

Merchandising Effectiveness
Price promotion

Price optimization is critical to your brand’s ability to compete effectively on a crowded shelf. Having the right balance in your pricing and promotion strategy will optimize every selling opportunity.

Price/Promotion Optimization
Distribution Expansion

Distribution is the key to sales growth BUT it’s important that you have the right distribution/mix (product assortment). You need to put your best foot forward at all times. Make it easy for shoppers to find your products.

Distribution Expansion
sales profit

You need to clearly understand each retailer’s expectations and the strategies they use to meet their shopper’s needs. Creative brands that think out-of-the-box have a significant competitive advantage and stand out on the shelf.

Sales/Profit Growth
Trade Marketing ROI

Trade marketing is typically the largest line item on a brand’s income statement. Brands frequently feel as though they are ATM machines for retailers, brokers, and distributors. Maximize your promotional spending with targeted strategies.

Trade Marketing ROI Increase
Shopper Loyalty

Loyal committed shoppers become your greatest brand ambassadors. Leveraging this important asset with retailers is the key to optimizing every selling opportunity. Learn how to attract new consumers and convert them into loyal shoppers.

Shopper/Loyalty Engagement
Resource Integrations

Data can be overwhelming and extremely confusing. Choosing the right external and internal data and then integrating is the key to your success. Canned reports are a great starting place but they will not help you achieve your goals.

Resource Integration
Category leadership

Retailers can’t possibly be experts in every category and item they sell. Savvy retailers value and appreciate brands that help them grow category sales, increase shopper foot traffic, and compete more effectively.

Category Leadership