SECRETS 093 Profitably bridging the gap between perimeter and center store with Doug Brent of Made In Nature

Snacking has changed the way people think about meals, sometimes as a meal replacement. Shoppers want healthy options they can trust from authentic brands. Produce is the bridge into center store. Success favors brands positioned to meet shopper’s needs.

Today’s story is about a small innovative organic brand that’s working hard to change the way that retailers think about organic snacks. In fact, one of the best parts of the story that you’re really going to like, is how they’re bridging the gap from the perimeter of the store where people first walk in to the center of the store, where your products probably reside. The produce section is where consumers first start beginning experimenting with organic. It’s where consumers that are new to organic begin to develop that trust and that relationship with those products. More importantly, produce is the gateway into the center of the store.

Produce is also where a lot of retailers try to differentiate themselves from the competition. It’s where they want to stand out from the crowd. Most retailers stake their identity on their produce section, who they are, the value that they offer to their consumers, et cetera. Fresh, healthy, organic produce that consumers can trust, that they can rely on for good, high quality every day of the week. This is one of the primary reasons why their produce section is the first thing you see as soon as you walk into the store.

In addition, produce is the one category within every retail store that helps them defend against the online threat. Consumers don’t yet trust online retailers to select their produce. They want to do it themselves. Today, we share a lot of great stories and anecdotes about how Made in Nature’s working hard to redefine the category and help the retailer understand the value of being able to leverage their product to drive sales into center store. We also discuss helping the retailers understand that the way consumers eat foods today are very different. We snack a lot more than we ever have before. Instead of three squares a day, most consumers eat one or two meals and then backfill their day with a lot of different snacks. These snacking occasions create a unique opportunity for retailers to drive traffic into the store and help differentiate them by providing a healthy variety of snacks that consumers want.

Here’s Doug Brent of Made In Nature.

Download the show notes below

Click here to learn more about Made In Nature

Simple Solutions To Maximize Broker/Distributor Effectiveness



By |2018-10-23T10:28:07+00:00October 23rd, 2018|Distribution Expansion, Podcast|

About the Author:

Daniel Lohman, CPSA is Strategic Advisor in the CPG and Organic Industry. His company, Category Management Solutions (CMS4CPG LLC), provides innovative ideas, actionable insights and strategic solutions for companies interested in gaining a significant competitive advantage. He assists companies in expanding their retail distribution and improving their merchandising. His extensive knowledge and expertise reaches far beyond traditional category management and has earned him recognition throughout the industry as an expert, speaker, trainer and thought leader. Daniel can be reached at Connect with me on LinkedIn.

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