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Using distributors to sell means foodpreneurs often compromise on margin.  You don't have to, you just need to be prepared by knowing that if you use a distributor to sell to a retailer, you need enough margin in your pricing to pay for everyone along the way. Everyone needs to be paid and I suggest you start by 'pricing backwards.'

Often foodpreneurs figure out the ‘pricing backwards’ calculation too late.

I talk with Hayssam Bejjani, 'The Chief' at Cartel & Co, a boutique food & beverage brand partnership and distribution company about what he and I consider distribution best practise for packaged food and drink brand owners when engaging and working with a distribution partner.

In this episode you’ll learn:

1. Sales via a distributor versus going direct;
2. Landing more wholesale accounts - a strategic approach; 
3. Models of working with a distributor including my favourite, the hybrid model;
4. Determining whether your product will fit with a distributor’s portfolio; and
5. Managing margins so everyone gets what they want.

LINKS & RESOURCES

• Distribution Pricing Workshop with Cartel & Co and Females in Food®
• Cartel & Co website
• Cartel & Co Instagram
• Cartel & Co Facebook
• Strangelove
• Simple drinks
• Episode 10 On The Grocery Shelf And Failed. Twice. What To Do.
• Episode 15 Scaled To $500k In 24 Months And Ranged In More Than 650 Accounts. Here’s How.
• Learn how to set prices by understanding margins & markups

If you haven’t listened to episode 17 (23 mins), Subscriptions: money while you sleep, listen here.

And, I invite you to come and join my community of female foodpreneurs, and catch up on the conversations, in Kiosk. For Women in Food and Drink, my free Facebook group.

This episode is brought to you by

Season 15

Season 15, out now, is 'Marketing Season' and is being presented by Foodpreneurs Festival.

The highly anticipated 2026 BiteBack Awards & Foodpreneurs Festival are both must-attend events dedicated to bringing consumer packaged goods food, drink (alc and non-alc), pet and supplements brand owners, buyers, media, industry specialists and distributors together under one roof.

You can't miss these events. Here’s why:

• Thousands of stockists looking for new products for their shelves.
• A chance to pitch for funding + mentorship to scale your brand.
• Workshops tailored to where you’re at - whether you’re just starting or scaling big (THIS IS NEW!)
• A NEW Marketing Clinic for hands-on brand strategy - you'll leave with five key messages ready to use.
• Opportunities to get recognised and get your brand in front of industry experts, media, buyers, distributors and fellow brand owners.
• If you’re an Industry Specialist, tap into a highly engaged, niche audience.
• And much, much more.

The full program drops early 2026. For now, block out May 21-22 and click this link to see how you can be part of it.