#205 - CPG Brokers 101 with Matt Merson

In this episode of the Startup CPG Podcast, Daniel Scharff speaks with Matt Merson, Head of Strategy and Sales at Once Upon a Coconut, and a veteran executive with over three decades of experience in the consumer packaged goods (CPG) industry. This in-depth conversation offers a comprehensive guide to navigating sales broker relationships for emerging CPG brands.

Matt provides practical guidance on when and how to find and engage a broker, how to evaluate broker performance, and what internal preparations are necessary for a successful partnership. The discussion covers key topics such as broker compensation structures, contract negotiation strategies, the importance of sales collateral and data readiness, and how to ensure brokers are aligned with your brand’s growth strategy.

Gain a clear understanding of the differences between national, regional, and specialty brokers, and how to choose the right fit based on product, channel, and stage of growth. Matt also shares real-world insights on managing broker expectations, establishing accountability, and setting measurable goals to drive retail success.

This episode is an essential resource for founders and sales leaders seeking to build sustainable retail distribution through broker partnerships.

Listen now to gain expert-level insights into one of the most critical decisions early-stage CPG brands face.

Access Startup CPG's exclusive data package with NIQ: https://nielseniq.com/global/en/landing-page/startupcpg/

Listen in as they share about:

• What Is a Broker and When to Hire One
• Strategic Fit and Channel Focus
• How to Find & Evaluate Brokers
• Types of Brokers
• Fees & Contract Structure and Negotiating
• Tools to Set Brokers Up for Success
• When It’s Not Working
• Maintaining a Healthy Broker Relationship
• Matt's Recommended Brokers

Episode Links:
Website: https://onceuponacoconut.com/

LinkedIn: https://www.linkedin.com/in/matthew-merson/  

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Daniel's Linkedin 
• Questions or comments about the episode? Email Daniel at [e-mail]
• Episode music by Super Fantastics