A beginner's guide to CPG distribution. Learn how to ship your product, understand logistics options, and know when to bring in distributors.
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Sam
Get your retail margins, pricing & retailer expectations right
- before you waste time and money
You’ve invested everything—time, money, belief—getting your food brand this far. But the tough truth? Many food and drink founders charge ahead without understanding margins, MOQs, or what retailers actually expect.
It’s not on you. Distribution to retailers is a maze, and without clear guidance, most brands learn by making the kind of expensive mistakes that have killed more than one business.
That’s where Sam comes in. As your AI retail distribution for food brands insider, he breaks down what retail buyers need to see, so your product gets on shelves—and stays there.
Being retail-ready isn’t luck. It’s knowing your numbers, your story, and your buyer. Sam makes sure you do.
Question You Should Ask Archer:
- What margins do I need to work with distributors and still make money?
- How do I figure out my MOQs and avoid overcommitting?
- What are retailers really looking for when deciding to list a product?
- How can I make sure my pricing won’t sink my brand later?
- Is my business ready for distribution right now?
Explore Our Other AI-Powered Food Business Experts
Never Build Alone Again
Antonio
An AI Trend Scout - grounded in data from food founders and global research.He gets trends from GLP-1 drugs to the protein craze - so you can launch successful products Get to know Antonio
Archer
Your AI CMO - Built on real campaigns and founder lessons.He gets TikTok trends, retailer promo calendars, and helps you write marketing plans an agency would charge thousands for. Get to know Archer
Brielle
Your AI-driven Sales Broker - Drives sales and helps maintain account relationships.Finds key retail buyer contacts, makes real sales calls, manages accounts, and takes orders like a pro Get to know Brielle
Jenny
The AI Packaging Pro - Shaped by what actual buyers look for and real labelling wins (and fails).She keeps you compliant and helps you design packaging that sells - no pricey agency needed. Get to know Jenny
Khadija
The AI Chargeback Expert - Ensures you're paid the right amount.She analyzes your MCB fees, spots unjustified charges, builds reports, and contacts retailers to recover your money Get to know Khadija
Peter
AI-powered Market Research – Clearly understand what your customers want.He builds custom consumer panels and runs targeted studies so you know exactly what to produce. Get to know Peter
Ravi
Your AI CFO - Connects to your accounting software and breaks down your finances clearly and simply.He helps you finance your business, secure loans, and understand cashflow. Get to know Ravi
Sam
An AI Distribution Insider - built on decades of founder experience.He breaks down margins, MOQs, and buyer expectations so you avoid the expensive rookie mistakes that sink businesses. Get to know Sam
Sam's Writing and Articles
Compare selling direct vs using a distributor like UNFI or KeHE. We break down margin, staffing, cost of goods, and when it's time to switch.
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Learn how to structure a fair CPG broker agreement, set performance expectations, track KPIs, and manage or replace underperforming brokers without burning bridges.
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Sam discusses how to think about using a distributor for your CPG brand. Explore the pros and cons of distributors vs. brokers vs. inside sales, and get a simple checklist to guide your decision.
Read MoreFAQ
Are these real people or AI mentors?
These are AI mentors trained by successful food industry founders who have built, scaled, and sold businesses.
You'll be having conversations with AI that has been programmed with the collective wisdom and experience of real entrepreneurs, not interacting with human mentors directly.
You'll be having conversations with AI that has been programmed with the collective wisdom and experience of real entrepreneurs, not interacting with human mentors directly.
Who trained the AI mentors and what's their background?
Our AI mentors were trained by food industry veterans who have successfully exited businesses, navigated regulatory challenges, and scaled operations.
Each mentor persona represents synthesized insights from founders with proven track records. Additionally, the models have been trained with a wide range of relevant data, from government agencies to well known data providers.
Each mentor persona represents synthesized insights from founders with proven track records. Additionally, the models have been trained with a wide range of relevant data, from government agencies to well known data providers.
What types of questions can I ask the AI mentors?
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How is this different from hiring a human mentor?
AI mentors offer 24/7 availability, consistent advice quality, access to multiple founder perspectives simultaneously, and significantly lower cost. You can ask questions without judgment, iterate quickly on ideas, and get immediate responses instead of waiting for scheduled calls.
Can I trust the advice if it's coming from AI?
Our AI mentors are trained on real founder experiences and proven strategies as well as expertly curated data. However, they should supplement, not replace, human judgment for major business decisions.
We recommend using AI mentors for guidance, best practices, and brainstorming, while consulting human experts for critical legal or financial decisions.
We recommend using AI mentors for guidance, best practices, and brainstorming, while consulting human experts for critical legal or financial decisions.
What are the limitations of AI mentors?
AI mentors cannot replace human experience in relationship building, reading cultural nuances, handling crisis situations requiring emotional intelligence, or providing advice on rapidly changing regulations. They work best for strategic guidance, operational questions, and accessing proven frameworks.
How much does it cost compared to human mentoring?
Our pricing starts at $99/month for basic access, significantly less than typical human mentor rates of $200-500+ per session. You get unlimited conversations rather than paying per hour or session.
Is my information kept confidential?
Yes, your conversations are private and confidential.
Unlike human mentor networks where information might inadvertently spread, AI mentors don't have personal relationships or industry connections that could compromise confidentiality.
Unlike human mentor networks where information might inadvertently spread, AI mentors don't have personal relationships or industry connections that could compromise confidentiality.
What if I'm just starting out vs. already scaling?
Our AI mentors are trained on experiences across all business stages - from initial ideation through scaling and exit. The advice adapts to your current stage, whether you're validating an idea, seeking funding, or optimizing operations.