There has been some talk recently in wholesaler circles about exclusivity. To do it or not! Sometimes wholesalers are portrayed as being dictator-like insisting on control and ultimately world domination. Believe me, it is not quite like that!
Essentially there are two options for new brands within the speciality food world. Go with and put all your energies behind one good wholesaler, or spread the business amongst several. Both can work, but conditions apply for success.
The brands that are with a number of wholesalers that are growing and successful fall into two categories. Either they are brands that were early into the speciality food sector that gained a good share of the market before it was as large and fragmented as it is now OR they are new brands with large investment who have enough marketing power to gain traction in the market. (more…)