Ep. 234 – The Important Strategy of Stocking Shelves with Chris Robb, Sr. Account Executive at Dirty Hands, LLC

We’re back baby, and I’m currently in smokey California but this week, I’ll be in Boston for the foreseeable future. What a trip! Today we have Chris Robb to talk about one of the blind spots I have in the food industry, stocking shelves or merchandising. I’m probably not doing the description justice, but it’s the workhorses that not only coordinate putting items on the store shelves but also how to strategize the best way to promote your product and these guys don’t just wing it, they give you data to make smarter decisions. But it doesn’t stop there. Chris is an entrepreneur, specifically in the CPG industry and his story is fascinating. Mainly because even as a baby, he’s been surrounded by food businesses and has gone through the evolution of the food industry in such a hands-on way. A lot of sage advice for aspiring and current food entrepreneurs. We also talk about the fact that sometimes, it’s ok for an entrepreneur to join a corporate job and your skills might be more suited because you think just a bit differently.

Show Notes

Neal Gottlieb from Three Twins Ice Cream What do you do?: I manage a full service retail company that tocks other company’s shelves Generally we don’t get companies into stores but we’re in charge after that Head Quarter Call: A bigger strategy that involves multiple stores Our job is to restock and give visibility in the store shelves Filling voids: authorized but not there. A big misstep for products Go Spot Check software Have you ever had a promo that fell flat?: Yea, personally. My own company had the wrong tags and didn’t have anyone to fix it How do you talk to companies?: Mainly through the headquarter calls, you set up the promos. We also do a lot of data and share with the company How do you make a good relationship with your retailer?: Sell a lot of product but also make them a priority. These guys want to grow too. Accounts that are small but matter, for example Berkeley Bowl Rainbow Groceries Gus’ Market Value of small store, high volumes This industry is really unique is that people do care and it’s a people forward business Did your parents work in the food industry?: Yes, they hustled. My dad sold rice in the back of a Lynx and my Mom was in the deli while I was a baby I’ve been to every Expo West since 2003. How do you predict timing?: It’s hard. Our shrub business for instance had too much sugar in a low-sugar age. In almond milk, we nailed the timing. The way we started almond milk is when a buyer from Whole Foods asked us to make a new almond milk. A huge opportunity for emerging entrepenuers is through the buyers’ insights Why did you decide to work for a company?: I fell in love with a nitty-gritty profession that Dirty Hands did. High Touch Why does your food job rock?: Working for an amazing culture How is the pandemic affecting what you do?: We’re still helping stores continuing to thrive. When stores are overwhelmed, the whole team helps out the stores. Suprisingly, we see sustained lift. The Sales are general higher actually in retail Aluminum Cans in Shortage Advice for startups: don’t create a me-too product. Find an inspiration Baa-Chan’s Sauce A startup is a seed. When it sprouts, it’s your job to protect it chrisrobb@dhsupport.com

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