Getting into one local Whole Foods wasn't just a sale; it was a key. Travis immediately leveraged that single, high-credibility placement to persuade other local retailers to carry his product. He understood that one prestigious "yes" acts as powerful social proof, creating a domino effect for distribution.

A successful cold pitch isn't an essay about your brand's story. It should be short enough to maintain interest, compellingly frame the value you offer the recipient (not the other way around), and end with a clear, actionable request like sending samples.

Caitlin Smith wasn't ready with recipes or packaging, but when a Whole Foods buyer offered a meeting, she took it. This forced her to accelerate her process and land a crucial first customer, demonstrating the power of seizing opportunities before feeling 100% prepared.

Founders can secure meetings, pivot in conversations, and leverage their deep product knowledge in ways that hired salespeople cannot. This initial success is a unique, non-repeatable phase of founder-led selling, not a scalable go-to-market strategy to be replicated by a sales team.

When pitching to retailers, go beyond sales data. Highlighting that customers will go to inconvenient lengths—like meeting in a park in winter—to get your product tells a powerful story of demand and devotion, making a more compelling case for valuable shelf space.

To secure one of their first major corporate accounts, co-founder Chrissy Holler bypassed traditional channels by sneaking into the Google campus cafeteria. She found the chef and pitched them directly, successfully getting the product stocked for employees.

Major retail buyers are often tired of transactional, data-heavy pitches. A Waitrose buyer told Jimmy's founder to shut his laptop and just talk. Building a genuine, human relationship is more effective than a polished slide deck for securing major listings.

Instead of only focusing on corporate buyers, CPG brands should build relationships with individual store managers. A manager who becomes an advocate for your product can carry more weight internally than a cold outreach to headquarters.

The founders secured a deal with Target by approaching their pitch with a casual tone, believing it was just a preliminary meeting. This lack of self-imposed pressure allowed for a more authentic discussion that resonated with the buyers, leading to an "all doors" deal without a formal follow-up.