Bringing a product to market is hard enough — knowing who actually helps you get there shouldn’t be. Many CPG manufacturers confuse the roles of a sales broker and a distributor, using the terms as if they mean the same thing. They don’t.
Both help move your products into stores, but they do it in completely different ways — and at different points in your growth. Understanding that difference can save time, money, and frustration.
CPG Sales Broker: Your Retail Growth Partner
AA CPG sales broker acts as your outsourced sales arm. Their job is to represent your brand with retailers — not to buy your product, but to sell it on your behalf.
A broker works with buyers, category managers, and retail decision-makers to secure shelf space, manage pricing, and support promotional execution. In short, they open doors that would otherwise stay closed.
When to hire a broker:
- You’re ready to expand into regional or national retail.
- Your internal team lacks direct access to major buyers.
- You need someone who knows how to navigate category resets and planograms.
Unlike distributors, brokers don’t own your product or warehouse it. Their value lies in their relationships and representation — connecting your brand with the right retail opportunities.
Learn more about our
Sales Brokerage Services and how High Point helps brands gain placement and visibility.
Distributor: Your Logistics and Fulfillment Ally
Once your product is accepted by retailers, the next challenge is logistics — getting it from your facility to the store shelf. That’s where distributors come in.
A distributor buys your products, stores them in their warehouse, and delivers them to retailers. Because they own your inventory, they have a strong incentive to sell it. Their focus is not on pitching or selling, but on managing supply, storage, and delivery.
When to work with a distributor:
- You’ve already secured retail placements.
- Your volume is high enough to justify outsourcing warehousing.
- Retailers require fulfillment through an approved distributor network.
Distributors ensure reliability, compliance, and consistent delivery — essential once demand grows.
Explore how our
Trade Marketing Services support both brokers and distributors in maintaining retail excellence.
Can You Use Both? Absolutely
The best-performing CPG brands do.
Brokers and distributors aren’t competitors — they’re complementary.
Here’s how it typically works:
- The broker secures your retail authorization and helps you manage account relationships.
- The distributor purchases the product and handles delivery to each store location.
Together, they complete the chain from factory floor to store shelf. The broker drives retail opportunity; the distributor ensures the product is there when the consumer wants it.
See how High Point helps brands achieve full
Market Expansion
from first meeting to retail execution.
Why the Difference Matters
Too many brands chase distribution too early. Without confirmed retail demand, that’s a costly mistake. Distributors earn their profit on inventory movement, not brand building. Without a broker opening those retail doors, product often sits in a warehouse instead of selling.
The smarter sequence is simple:
Broker first. Distributor second.
That’s how you build sustainable retail growth — not just volume, but velocity.
“Think of your broker as your entry strategy and your distributor as your execution partner.”
Final Thoughts
Whether you’re launching a new brand or expanding an established one, the path to retail success depends on working with the right partners at the right time.
High Point Sales and Marketing helps CPG manufacturers connect their products with the right retailers, build long-term relationships, and drive consistent growth through effective brokerage and trade marketing strategies.
Contact High Point Sales and Marketing to discuss how we can help your brand reach more shelves — and stay there.
