A broker represents your brand to buyers and distributors for a fee, usually a share of sales, sometimes with a monthly retainer. Hired at the right moment a broker opens doors you could not. Hired too early, you pay for meetings about a product that is not ready.
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IN PRACTICE
Applied to this season's trends
Fiber frenzy and protein + fiberRealThe brand takePosition against a familiar staple, with taste and convenience leading and fiber supporting the proposition.
Clean proteinRealThe brand takePosition your product against the snack it would replace, such as a meat stick or protein bar.
Terroir's new territoryRealThe brand takeLead with products where origin creates a difference shoppers can taste, such as region-specific olive oil, honey, chocolate or coffee.
Functional beveragesRealThe brand takeThe functional claim alone is no longer enough.Written for The Shelf Signal from general trade practice. Check the details with your own advisors. ← Direct, Faire, distributor, national