#90 Buyer Series: Earth Fare with Mitch Orland

The Startup CPG Podcast

Startup CPG

Startup, Food, Business, Beverage, Cpg, Entrepreneurship

4.9 • 642 Ratings

🗓️ 9 May 2023

⏱️ 50 minutes

🔗️ Recording | iTunes | RSS

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Summary

This is the first episode in our new buyers series and today we’re joined by Mitch Orland, VP of Merchandising and Procurement at Earth Fare. Earth Fare is a health and wellness supermarket with 20 locations in 8 states in the Southeast US. Mitch has deep food industry experience including being a restaurant owner and former Executive Chef at Earth Fare, and he now manages a 15 person merchandising team at Earth Fare. Listen in as Mitch shares about: - How Earth Fare’s product submission process including category reviews - Best practices for engaging with buyers from email content to timing follow up - How brokers add value for buyers - Different models of distributing to Earth Fare from self-service to local distributors to UNFI - Best practices for promoting with Earth Fare, educating employees, and in-store demos - How and when a brand’s on-shelf performance is evaluated by the Earth Fare team - Industry trends - And more! And stay tuned at the end for a story from Startup CPG founder Daniel Scharff about recently getting into Earth Fare with Machu Picchu - and thanks for Mitch for that great idea - he wanted you all to also hear from a brand that recently worked with Earth Fare, which I found really helpful. This episode was sponsored by Social Nature. Go to business.socialnature.com. This episode was sponsored by Promomash + Crisp. Go to promomash.com/startupcpg. This episode was sponsored by IFT. Go to iftevent.org.

Transcript

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0:00.0	Are you looking to grow your product sales with specific retailers?
0:03.9	Do you wish you had store level information about your products?
0:07.9	What if there was a way to make sure your next product launch was a success?
0:12.5	Social Nature is here to help.
0:14.8	Social Nature is an all-in-one shopper marketing platform designed to help emerging brands
0:20.1	win at retail, powered by one million
0:23.4	natural shoppers. They help you move units off the shelf quickly and get you the store level
0:28.7	insights you need to scale your business. If you're looking to grow at retailers like Whole Foods,
0:34.3	Sprouts, Kroger, H.E.B.,gmans, Walmart, and more, email marketing at socialnature.com
0:42.6	or visit business.com to learn how. And make sure to mention hearing this message on the startup
0:51.3	CPG podcast. That's business.com or the link is in the show notes.
1:01.1	It's always nice to start off with hearing, oh, I was in your store. That's one take that I want to
1:06.7	listen more. You know, this is what I'm selling. Here's my why. You know, here's where I see myself
1:11.4	on the shelf. Here's some of the success I had. And maybe you don't have success yet. You could
1:16.5	ask for some help too and direction. Welcome to the Startup CPG podcast. I'm your host, Jesse Freytag.
1:23.6	This is the first episode in our new buyers series, and today we're joined by Mitch Orland,
1:28.3	VP of merchandising and procurement at EarthFair.
1:32.3	EarthFair is a health and wellness supermarket with 20 locations in eight states in the southeast
1:37.3	U.S.
1:38.3	Mitch has deep food industry experience, including being a restaurant owner and former executive chef at EarthFair, and he now
1:44.9	manages a 12-person merchandising team at EarthFair. Listen in as Mitch shares about how EarthFair's
1:51.4	product submission process works, including category reviews, best practices for engaging with
	...

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