Food Brokers 101: Timelines, Not Fairy Dust

If retail felt slow this year, you’re not imagining things. Big banners plan category resets months ahead; most categories are refreshed at least annually. That means the win you secure today may not scan until the next reset cycle. Success in 60 days is the exception, not the rule.

Also, keep expectations grounded: over 80% of Fast-Moving Consumer Goods (FMCG) launches fail. A seasoned food broker can’t change physics—but they can change your odds by getting the timing, proof, and execution right.

What great food brokers do (and don’t)

• Do: Translate your brand into buyer math (velocity, repeat, contribution vs. private label), map review calendars, coach your price–pack architecture, and drive clean setup and compliance.

• Don’t: Make a premium price point work in a deep-value channel, or bypass calendars with wishful thinking.

How to work with a broker so they can actually win for you

1. Pick your lanes. Align on accounts, regions, and pack/price thresholds you’ll support.

2. Bring proof. Velocity and repeat beat adjectives.

3. Build backwards from the review date. Samples, price files, content, logistics, compliance—then sell-in.

4. Stay for the “after.” Post-sell-in is where margin survives: OTIF (On-Time, In-Full), ASN (Advance Shipping Notice) accuracy, label health, promo execution, and deduction prevention.

Fictional example (for illustration only): A condiment brand wants national distribution “ASAP.” The broker steers them to a 200-store test in spring, builds repeat and promo lift, then rides that proof into a fall line review. Nine months later, they’re in 600 stores—with cleaner setup and fewer deductions than if they had rushed.

Cadence that works

• Weekly: Pipeline by account, buyer feedback, blockers.

• Monthly: Go/No-Go calls on tests, spend, and resets.

• Quarterly: PPA tune-ups and proof-pack refresh.

Bottom line: Brokers aren’t magicians—they’re multipliers. Give them time and proof, and they’ll give you momentum.