PPN #26: How to Get the Industry Talking About Your Brand

Hey there! 👋 

Many brands think retail success is about having the perfect pitch deck and/or the right connections.

But the brands that are actually finding success in retail? They're not just pitching buyers—they're building real relationships in the industry. They're part of the industry conversations. People know their brand name before they ever walk into a buyer meeting.

In our 6-month retail growth program, we call this our "back door approach" to retail. And today, I'm sharing some of our best tips for getting talked about in industry circles and becoming part of the broader CPG community. →

1. Networking: Be Where the Conversations Happen

First things first: you've got to get out from behind your laptop and into the conversation. Here's where I see real relationships forming:

→ Startup CPG: Their Slack community has become a vibrant hub for founders to exchange knowledge, share resources, and build relationships that extend far beyond direct sales opportunities.

→ Naturally Network: These regional chapters create powerful local connections centered around natural products. With local events and national reach, you'll find yourself connected to the broader ecosystem.

→ The Retail Lab: I built this 500+ person Slack community because I saw a need for real talk about retail growth. It's become this amazing space where brands + retail experts share what's actually working (and what's not).

IRL: Attending Expo West? We're matchmaking attendees into 3-person groups to walk the show together! Fill out this form to get matched with other Expo attendees, from another cool brand to a buyer or service provider. Because let's be real—some of the best industry relationships start with casual conversations. 😊

2. Stay Smart: Be Part of Industry Conversations

Being knowledgeable and engaged puts you in conversation with people throughout the CPG ecosystem:

→ CPGD: I love reading this newsletter and scrolling through the directory—they’re basically a who's who of emerging brands to watch.

→ This Week in CPG: This newsletter has never missed a single CPG launch, funding announcement or exit. They are so on-top of CPG news and a quick read to keep you in the know.

→ Express Checkout (and its founder, Nate Rosen): This one-stop-shop newsletter is packed with great insights on everything from CPG launches to supply chain and funding news, with an engaged readership across brands, industry partners, and service providers.

→ No Filter by Kendall Dickieson: Kendall is the brilliant social media and partnerships mind behind social media darlings like Graza, immi, Zab’s, and more. Her newsletter shares some of her top tactics for scaling these brands on social—and besides just being a fantastic educational resource, it’s also a great pre-networking event read to provide some great trend fodder.

3. Build Your Personal Brand (Trust Me On This One)

Here's something I wish someone had told me earlier: your personal brand as a founder matters. A lot.

When you're active on LinkedIn:

→ You become recognizable in the industry
→ People start sharing your story for you
→ Your expertise gets noticed
→ Opportunities find you in unexpected ways

What I look for in a founder's LinkedIn profile (esp. as we’re bringing a brand to retail):

→ A headshot that feels like you (not a stiff corporate photo)
→ A headline that shows what you're actually about
→ A bio that tells the real story behind your brand
→ Content that adds something meaningful to the conversation
→ Real engagement (not just "Great post!")

Some founders who are doing this really well:

• Namik Soltan (GNGR Labs)

• Dan McCormick (Create Wellness)

• Lex Evans (Lexington Bakes)

• Kristin Charbo (glonuts)

• Scout Brisson (De Soi)

Bonus: Get Strategic with RangeMe

You may know RangeMe as a listing service to get your name in front of buyers—but it's so much more.

Here's how to actually make it work for you:

→ Exclusive discovery opportunities: Keep an eye on their product showcases and discovery events. Pro members also get three guaranteed retail buyer meetings at ECRM sessions.

→ Rich market insights: Their proprietary buyer data and NielsenIQ category insights are goldmines for understanding your market position.

→ Retail readiness resources: Their Brand Resource Center is packed with practical tools: pitch deck templates, learning sessions on retail readiness, buyer interviews, and how-to guides that actually help you prepare for retail conversations.

Pro tip: Check their "Immediate Opportunities" section weekly—this is where buyers actively looking for new brands post their needs.

The Bottom Line

I've been in your shoes. I know how tempting it is to focus all your energy on perfecting your pitch deck, the right software for outreach, or finding the "right" broker who promises to get you into Whole Foods.

But here's what I've learned: retail success is about playing the long game. It's about showing up consistently, building real relationships, and becoming someone the industry knows and trusts.

The opportunities that come from being genuinely connected in the industry? They're stronger, more authentic, and frankly, more fun than cold outreach could ever be.

Want to talk more about building your presence in the industry? Hit reply—these are the conversations I live for.

Want to start winning in retail and getting retail buyers coming to you (instead of the other way around)?

We’re currently taking applications for the Spring cohort of our 6-month retail growth program!