I think it's important to recognize that this industry is all built around large brands and

large retailers and most of the forms you fill out.

They're all geared to that.

And then you've got to figure out how to kind of fit in and where and what works, but just

be skeptical of most things and just think they're not built for our brand.

Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag. Trade, spend, and promotions.

You want your product to have a shiny sale tag at the store and help people discover it.

But how do we actually get there? It's a topic that can get really expensive and really messy very quickly,

so I wanted to bring back one of our favorite podcast guests and community sales experts,

Jake Huber, for a 101-level episode on trade spread and promotions. Jake is the U.S. sales

director of St. Pierre, America's number one brioche brand, and has previously

been on the show to talk through brokers and first sales hires. Today, we dig into how to set

yourself up for success when creating promotional calendars, calculating trade spend, and tracking

results, all with the goal of driving velocity. Listen in as Jake shares about how trade

spanned and promotions are defined, including common types like off-invoice, MCB, or manufacturer

chargebacks, and scanbacks, when trade spend and promotions are planned for the year and how to make

sure the promotions you plan actually happen in the

store.

Tips for navigating freefills and bogos or buy one get ones at the case level and how emerging

brands fit into a system built for big CPG.

How to navigate distributor promo calendars versus retailer promo calendars.

Ways to keep track of promotions you've authorized and evaluate

...