Ex-Albertsons Buyer: 3 Rules Every CPG Brand Must Know
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Matthew Collar spent 22 years across Fred Meyer and Albertsons, rising from pushing carts to national category manager for chilled beverage, where he reviewed more than 250 brand pitches a year. Now Vice President of Large Format at Proud Impact Collective, Matt shares what retail buyers want, the mistakes that cost brands shelf space, and why knowing who you are matters before you walk into the room.
00:00 Inside a retail buyer’s world
10:09 What buyers want in your pitch
15:20 Get your pricing and distribution right
19:02 Three mistakes that kill a pitch
21:55 Build a promotion plan that sells
25:01 Is your broker the right fit?
27:09 What buyer relationships unlock
29:25 Protein is booming. What’s next?
33:20 Can new energy brands still win?
36:03 Finding room in crowded categories
38:54 Eight seconds to win a shopper
43:13 Why online success doesn’t guarantee retail
46:39 The opportunity beyond grocery stores
ABOUT PIC CONVERSATIONS
PIC Conversations is the no-fluff podcast from Proud Impact Collective, built for CPG founders, sales leaders and marketers. Each episode brings a retail, foodservice or digital commerce operator on to say what actually works. To learn more, go to https://www.proudimpact.com/
DISCLAIMER: The content in this podcast episode is provided for general informational purposes only. By listening to our episode, you understand that no information contained in this episode should be construed as advice from Proud Impact Collective, LLC, or the individual author, hosts, or guests, nor is it intended to be a substitute for research on any subject matter. Reference to any specific product or entity does not constitute an endorsement or recommendation by Proud Impact Collective, LLC. The views expressed by guests are their own and their appearance on the program does not imply an endorsement of them or any entity they represent. Proud Impact Collective, LLC expressly disclaims any and all liability or responsibility for any direct, indirect, incidental, special, consequential or other damages arising out of any individual’s use of, reference to, or inability to use this podcast or the information we presented in this podcast.