Question 1

What does a CPG food broker do?

Accepted Answer

A CPG food broker is an outsourced sales team that manages retail relationships on behalf of consumer packaged goods brands. Brokers handle buyer outreach, pitch presentations, account management, distribution logistics, and ongoing performance reporting. At Mana, we act as a true extension of your team — not just a rep making cold calls.

Question 2

What is the difference between a food broker and a distributor?

Accepted Answer

A distributor (like UNFI or KeHE) warehouses and delivers your product to retail stores. A broker (like Mana) manages the sales relationships — getting your product authorized by retail buyers, negotiating placement, managing promotions, and tracking performance. Most brands need both. We work closely with all major distributors to ensure seamless logistics alongside our sales representation.

Question 3

How is Mana different from a sales agency?

Accepted Answer

In the CPG industry, ‘broker’ and ‘sales agency’ are often used interchangeably. Mana operates as both — we handle direct sales representation AND strategic advisory. The key difference between Mana and most sales agencies is our team’s background: we’re former retail buyers, not career salespeople. That gives us a fundamentally different perspective on how to position and sell your brand.

Question 4

How do I know if I need a broker vs. doing sales myself?

Accepted Answer

If you’re spending more than 20% of your time on retail sales activities — buyer outreach, distributor coordination, trade show prep — and your time would be better spent on product development, marketing, or fundraising, a broker is likely worth the investment. We’re also valuable when you need access to specific retailers where you don’t have existing relationships.

Question 5

How is Mana Foods different from other brokers?

Accepted Answer

Most brokers sell from the outside in. Our team has been on the inside — as buyers and category executives at H-E-B, Walmart, and Whole Foods Market. That’s not a tagline. Our team members have sat in the buyer’s chair, reviewed line submissions, and decided which brands got shelf space. Today we represent 25+ brands with active placements at America's top retailers. We deliver weekly reporting instead of quarterly calls, and maintain a focused portfolio so your brand gets dedicated attention — not a line on a roster of 200.

Question 6

Do you work with emerging brands or only established ones?

Accepted Answer

Both. We work with brands at every stage — from founders who haven’t launched yet to established national brands looking for better representation. What matters is that you have a product, a vision, and are ready to invest in retail growth.

Question 7

Do I need to be retail-ready to work with Mana?

Accepted Answer

Yes. We work with brands that have a retail-ready product with a UPC, compliant packaging and labeling, production capacity for retail volume, and willingness to invest in promotional support. If you’re still developing your product, we recommend connecting with us early so we can advise on retail readiness before formally engaging.

Question 8

How long does it take to get into a retailer?

Accepted Answer

Timeline varies by retailer and category, but our clients typically see initial retail activity within 90 days of engagement. Whole Foods regional reviews happen quarterly. Walmart modular resets occur 1–2x per year. H-E-B evaluates new items on a rolling basis. Our team tracks every relevant category review calendar and positions your brand for the next available window.

Question 9

What happens if we’re not a good fit?

Accepted Answer

If we determine during our review process that we’re not the right partner for your brand — whether due to category conflicts, retail readiness, or strategic alignment — we’ll tell you directly and, when possible, recommend alternative resources. We’d rather be honest upfront than take on a brand we can’t serve well.

Question 10

What retailers do you work with?

Accepted Answer

We maintain deep relationships with America's top retailers across the United States. Our major partners include Albertsons/Safeway, Costco, H-E-B and Central Market, Kroger, Publix, Sprouts, Target, Walgreens, Walmart, Whole Foods Market, and dozens more — spanning grocery, natural, club, mass, drug, e-commerce, and specialty channels.

Question 11

What categories do you specialize in?

Accepted Answer

We represent food and beverage brands across all major CPG categories: frozen, refrigerated, shelf-stable, beverages, snacks, baked goods, prepared foods, condiments, and specialty items. Our current portfolio spans frozen, beverages, snacks, baked goods, and prepared foods. We evaluate every brand on its merits and retail potential.

Question 12

What is NMSDC certification and why does it matter?

Accepted Answer

NMSDC (National Minority Supplier Development Council) certification designates Mana Foods as a certified Minority-Owned Business Enterprise (MBE). Many enterprise retailers and government buyers have supplier diversity mandates requiring a percentage of spend with MBE-certified vendors. Partnering with Mana can help your brand qualify for those programs.

Question 13

Can you help with trade spend and promotional planning?

Accepted Answer

Yes. We develop promotional strategies tailored to each retailer’s trade calendar, negotiate optimal deal structures, and track promotional ROI using syndicated data.

Question 14

What data and reporting do you provide?

Accepted Answer

We provide weekly performance reports covering velocity, distribution, promotional effectiveness, and pipeline status. Our reporting is powered by your data from SPINS*, Nielsen/Circana*, Retailer Supplier Portals and Walmart’s Retail Link, supplemented by our internal tracking tools. You’ll always know exactly where your brand stands — no waiting for quarterly calls. *requires your brand subscribes to these data providers

Question 15

Do you work with e-commerce and DTC channels?

Accepted Answer

Yes. We have active placements at Thrive Market, Fresh Direct, Good Eggs, Hungry Root, GoPuff, and Misfits Market. We treat e-commerce as a real sales channel with dedicated strategy and unified reporting across physical and digital retail.

Question 16

Do you attend trade shows like Expo West or Fancy Food?

Accepted Answer

Yes. Our team attends major industry events including Natural Products Expo West, Natural Products Expo East, Fancy Food Show, and regional trade events. We use these events for buyer meetings, brand introductions, and market intelligence. If you’re exhibiting, we can coordinate buyer appointments at your booth.

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