Vol. 127 - NO. 39

Blog Startup CPG

SINCE 2019

Startup CPG Launches
Distributor Database For Upcoming Brands

Startup CPG is thrilled to announce the launch of our new Distributor Database, in partnership with our sponsor, Trax Retail! This database aims to help startup food and beverage founders navigate retail. The database lists 170 and counting CPG Distributors with in-depth data on each for efficient navigation – and it will continue to grow as we conduct due diligence on the distributors in our industry. From location coverage and niche skills to experience and contact information, our new database makes it easier to streamline your search process.

But before picking a CPG distributor, let’s understand who one is, shall we?

What is a CPG Distributor?

A CPG distributor is a company that specializes in distributing consumer packaged goods to retailers. Working with a CPG distributor can be an excellent way for businesses to expand their reach and get their products into more stores and online marketplaces. By partnering with a CPG distributor, businesses can focus on producing their products while the distributor handles the distribution and sales.

For small brands, distributors can act as a gateway to major retailers. Through their existing relationships, distributors can encourage retailers to take a chance on new products. And remember, it’s a win-win for both parties; the more products distributors sell to retailers, the more money they make, so it is in their interest to scout out products with high potential – like yours!

How To Use The Database

Let’s get into the nitty gritty of this gold mine.

Typically, researching to find a distributor requires visits to trade shows, copious web searches, and countless conversations with others in the industry.

But we made things easy. We already put in that work for you and compiled it into a spreadsheet you can easily filter and search through.

Make sure you use this database as a guide, not the end-all be-all to your distributor search. We’ve done our research, but make sure you continue to do due diligence on your prospective distributors before handing off your product.


  • Mission: Your mission matters to you – so your distributors should, too. Plus, it’ll be a more seamless conversation to work with CPG distributors who share your values. An example here would be Sysco’s commitment to climate change.
  • Specializations: There’s a lot of variety in the CPG space, and we want to be mindful of your unique needs. You might want to prioritize distributors with the right storage facilities, value delivery speed, and high standards for food quality. One of Dot Foods’ service pillars is providing fresher foods which includes online delivery for efficiency.
  • Brand: Want to know who the distributor is working with? What kind of experience do they have? Check out the brand section.
  • Network: National, regional, local, oh my! Find your fit based on your intended reach.
  • Expertise: If you’re still a newbie when it comes to distribution and promotional campaigns, you might want to work with a CPG distributor who handles the whole process.
What does it look like to work with a distributor?

Working with a CPG distributor can be a great way for a business to expand its reach and get its products into more stores and online marketplaces. A CPG distributor acts as a middleman between the manufacturer and the retailer, taking care of tasks such as warehousing, shipping, and sales.

When working with a CPG distributor, it’s equally important to communicate clearly and regularly to ensure that both parties are on the same page throughout the relationship. This can include providing detailed information about your product, addressing any concerns or issues, and staying up-to-date on the latest industry developments.

Product-Distributor Match.

When you’re pitching a distributor, you want to demonstrate that your product aligns with their business mission and model.

Similarly to any sales pitch, make sure you are communicating your unique selling proposition. Consider volume expectations of your potential CPG distributor both in the present and future. Show how you can meet demand with increased sales.

Overall, working with a CPG distributor can be a valuable partnership that helps businesses grow and reach a wider audience.

How To Build Relationships With CPG Distributors

Just like any other relationship, growing your relationship with CPG distributors starts with genuine interest in their business and the need to bring them extra value.

Here are some tips for building a good relationship with a CPG distributor:

  1. Communicate clearly and regularly. Keep the lines of communication open with your distributor. This can include regular meetings or check-ins to discuss the latest developments with your product and any concerns or issues that may arise.
  2. Provide detailed product information. Give your distributor all the information they need to effectively sell your product. This can include ingredient lists, nutritional information, certifications, and any other relevant details.
  3. Be open to feedback. Listen to the feedback that your distributor provides, and be open to making changes or improvements to your product based on their insights.
  4. Be responsive. Make sure to respond promptly to any questions or concerns that your distributor may have. This will show that you value the relationship and are committed to making it a success.
  5. Provide support. Offer your distributor the support they need to effectively sell your product. This can include marketing materials, training, and any other resources that can help them succeed.

By following these tips, you can build a strong, productive relationship with your distributor that can help your business grow and reach a wider audience.

Who is sponsoring the database?

The Startup CPG Distributor Database is proudly sponsored by Trax Retail. Geogios Tzafis, VP of Emerging Brands at Trax, shared that Trax is sponsoring this resource to help early-stage brands have access to the same resources that enterprise consumer goods companies capitalize on. “Emerging brands often face many road blocks, especially in their quest to get on the shelf. Oftentimes, it’s not only difficult for a brand to get on the shelf, but they aren’t given prime real estate, the retailers that carry them might not be well versed in their product and they don’t have the capacity to individually educate each retailer or adjust each store’s set up of their product. Additionally, Emerging Brands have very minimal brand recognition so visibility at the shelf is all they get in order to achieve client conversion. These setbacks can often lead to brands having trouble breaking through the noise when they arrive at the retailer. At Trax, our goal is to help emerging brands utilize technology to operate like enterprise brands that not only get on the shelf, but master it.”

Gotham by Trax provides Urban DSD, the proven solution to establish brands in key locations with full-service selling, distribution, and merchandising services. In Geogios words, “our mission is to enable brands and retailers to harness the power of digital technologies to produce the best shopping experiences imaginable. Through our retail platform and technologies such as shelf monitoring, analytics, merchandising, activation and shopper engagement solutions, we enable our customers to understand and improve what is happening on the shelf, in every store, all the time so they can focus on what they do best – delighting shoppers.”

How to access the database?

The list is available for free, along with Startup CPG’s other resource lists:

Access the database here

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