How to Choose the Right Grocery Broker (And Avoid the Wrong Ones)
Finding the Right Retail Broker (Because Most Aren’t)
If you're trying to get your brand onto the shelves of major grocery retailers—whether it's a regional chain, a natural foods banner, or a national player like Kroger, Sprouts, or Albertsons—there's one decision that can make or break the journey: picking the right broker.
And unfortunately, that decision is riddled with landmines.
Founders often come into this process assuming that brokers are the gateway, the necessary key to unlocking shelf space. That’s only partly true—and it’s the part that bad brokers want you to believe.
The Most Useless Question in the Broker Interview
Let’s start with this one: “Do you have good relationships with the buyers?”
It’s the most common question founders ask. It’s also the most worthless.
Every broker will say yes. And even if they don't, how would you know? You’re never getting an honest answer here—just a sales pitch. A better question: “How many SKUs do you have live in retail right now—and where?”
Follow that up by checking those stores yourself. Go look at how the product is merchandised. Is it where it’s supposed to be? Is the packaging working? Are the cases communicating clearly? You’ll learn more from one store walk than a dozen Zooms.
Skip the Hand-Picked Referrals
Asking for brand referrals? Expect glowing reviews—because no one’s giving you the real dirt. No broker in the game is connecting you with the founder they ghosted during the reset window or the one still waiting for a category review that never came.
What you want is transparency. Will they copy you on buyer communications? Will they walk you through monthly sales performance and deduction reports? Are they keeping you looped in, or do they disappear the minute the PO is cut?
If the answer to any of those questions is no, move on. Fast.
The Retailer Doesn’t Need You
Here’s something more founders need to internalize: retailers—even the ones who say they love your brand—do not need you. Their allegiance is to their shoppers, not your story.
Category managers are there to improve sales and margins, not to support your mission. If your item doesn’t perform, it’s gone. No tears. No explanation. This is the nature of the game.
So when a broker tries to sell you on their “special relationship” with a buyer, or promises that only they can get your brand in, that’s not a competitive edge—it’s a warning sign.
You Don’t Need a Broker—You Need the Right One
Despite what brokers want you to believe, many retailers are open—sometimes even prefer—to working directly with brands. It’s less noise, fewer middlemen, and often a clearer line of communication.
Now, can a great broker add value? Absolutely. They can prep your deck, shape your pricing, guide your pack size and case configuration, and help you avoid unforced errors in the sales process. They can also plug you into the rhythm of the retail calendar and help you prepare for the resets that matter most.
But a broker is not your ticket in. They are your partner. And if they don’t act like one, they’re a liability.
What Good Brokers Actually Do
Here’s what to look for:
Current placements: Not stories from five years ago—real, live SKUs that are performing now.
Ownership of the full process: From pitch to post-launch reporting, they’re in it with you.
Access: You’re invited to buyer meetings, copied on all follow-ups, and looped into feedback.
Clarity: You get honest updates—good or bad. No dodging. No excuses.
Execution: They know the difference between selling in a product and keeping it on-shelf. They show up with insights, not ego.
And What to Walk Away From
Brokers who refuse to give regular updates.
Brokers who say “only I can get you into [insert chain here].”
Brokers who don’t understand the cost-to-serve implications of your pitch.
Brokers who pitch you without your permission or input.
Brokers who ask you to sign before showing you anything concrete.
If your current broker checks any of these boxes, don’t wait—cut ties. It doesn’t get better from here.
