Getting into retail is one of the biggest hurdles for an emerging CPG brand. You can have a great product, strong packaging, and solid consumer interest — but if buyers don’t see it, it won’t make it onto the shelf.
This is where a CPG sales broker becomes one of the most valuable partners a young brand can bring on. The right broker shortens the learning curve, avoids costly mistakes, and opens doors that normally stay closed.
Why Retail Access Is Hard for New Brands
Retailers receive hundreds of product pitches each year. Buyers don’t have time for long learning cycles, and they rely heavily on partners who understand category needs, shelf constraints, and what actually sells.
Emerging brands often struggle with:
- No direct access to buyers
- Limited understanding of retailer expectations
- Inexperience with category reviews and reset calendars
- Difficulty navigating pricing, margins, and promotional strategy
- Lack of execution support once on the shelf
A broker helps you avoid those missteps and guides you through a system that’s not built for newcomers.
Learn more about our
Sales Brokerage Services
and how High Point supports retail entry.
What a CPG Broker Actually Does for an Emerging Brand
A good CPG broker does more than pitch your product. They guide your entire retail strategy from the first conversation to ongoing account management.
Here’s what that looks like in practice:
1. Introduces Your Brand to the Right Buyers
Brokers already have established relationships with category managers across key retailers. They know who handles which category, how each buyer makes decisions, and when review windows open. This alone can shave months off a brand’s retail timeline.
2. Prepares Your Brand for Retail Expectations
Brokers help you understand what buyers will look for — pricing, margins, packaging, velocity projections, supply readiness, and promotional plans.
Most new brands underestimate how demanding buyers can be. A broker keeps you aligned.
3. Guides You Through Category Reviews and Presentations
Retailers follow strict review cycles. If you miss it, you wait another year. Brokers manage the timing, pitch format, and the conversation so your product gets a fair shot.
4. Navigates Negotiation and Pricing Structure
Negotiating with retailers is not like negotiating with distributors. A broker helps structure pricing, freight allowances, promotional support, and long-term profitability.
5. Supports Shelf Execution After Authorization
Getting on the shelf is only half the job. Staying on the shelf is where most brands fail.
High Point’s support extends into:
- Checking placement
- Ensuring compliance
- Managing promotions
- Monitoring velocity
- Addressing regional issues quickly
Explore our
Trade Marketing and
Merchandising Services for full in-store support.
Why Emerging Brands Shouldn’t Try to Do This Alone
Without a broker, emerging brands often face:
- Missed meetings
- Pricing mistakes
- Poor promotion planning
- No visibility into retailer expectations
- Slower expansion
- Avoidable trial-and-error
Buyers trust brokers because brokers reduce their risk. When a broker brings in a new product, the buyer knows the basics are covered: supply, readiness, and execution.
That credibility matters.
Case Example: How a Broker Accelerates Growth
A snack brand entering Texas retailers tried pitching independently for over a year with no progress. Once they secured a CPG broker, they:
- Got meetings with two major chains within 60 days
- Entered 180 stores within the next quarter
- Launched with a clean promotional plan that matched retailer standards
- Reached their velocity targets faster, securing expansion
This is the difference between “trying to get in” and “getting in.”
Final Thoughts
For emerging CPG brands, the path into retail can feel like a maze. A CPG broker helps you move with purpose, clarity, and direction — and avoids the common pitfalls that slow down growth.
High Point Sales & Marketing partners with emerging and established brands to secure retail placement, strengthen account relationships, and support long-term performance in stores.
Contact High Point Sales & Marketing to discuss how we can help your brand break into retail and grow the right way.
