Today, we’re tackling one of the most critical—and often misunderstood—aspects of growing a food or beverage company: the relationship between brands, distributors, and retailers.

Think of this ecosystem like a three-legged stool—each leg plays a vital role, and if one isn’t strong, the whole thing collapses. To help us break this down, I’m joined by Howie Sher, a seasoned expert in the CPG industry and a leader at JPG Resources, a firm that helps brands navigate growth from startup to scale. Howie has seen firsthand what makes these relationships work—and what causes them to fall apart.

In this episode, we’ll explore:

• What’s in it for each party—the brand, the distributor, and the retailer
• Why you need each of them and why they need you
• The biggest misconceptions brands have about distributors and retailers
• How to align your strategy so all three legs of the stool support growth

Startup to Scale is a podcast by Foodbevy, an online community to connect emerging food, beverage, and CPG founders to great resources and partners to grow their business. Visit us at Foodbevy.com to learn about becoming a member or an industry partner today.