Impact Group

Some vendors might think that food brokers or grocery brokers are just glorified salesmen—they sell a product to different stores or chains and nothing more. In truth, great grocery brokers do so much more than that. The best agencies serve as partners for their clients. Not only can they get products onto shelves, they can:                                Monitor store-level activity and pricing Give clients invaluable insights into their competitive landscape Make recommendations on packaging, assortment and distribution of products Assist with the creation of everything from print coupons to online marketing campaigns Here are some of the things that a first-rate grocery broker can do for a brand: They Can Make the Right Connections Grocery brokers can spend years maintaining and cultivating relationships with independent retailers and chains. This makes it easier for them to position products and to educate clients on what specific retailers are looking for.

Nowadays, retailers and consumers may hear talk from executives and experts in the food and beverage industry of a “food revolution.” That might sound like hyperbole, but it is not. The CPG industry has been undergoing major changes as of late. This is not just a question of what people buy; it includes why they buy at all. A seasoned food broker or CPG marketing agency can help producers stay on top of these trends and difficulties. Here are two of the biggest industry trends that CPG brands need to be aware of: Transparency Possibly more than anything else, food brands need to make transparency a top priority. This does not just mean clearly labeling what goes into various products—it also means being proactive about communicating this information to consumers. One great example of this is the Hershey Co. In 2016, the well-known candy producer released an interactive tool on its corporate website called Sourcemap. The tool gives visitors an idea of the supply c