CPG Brokerage

We genuinely
love selling
groceries to
grocery stores.

Yeah, we said it. While everyone else is chasing the next big thing, we're deep in distributor portals, buyer meetings, and promo calendars — and honestly? We wouldn't have it any other way.

(Our therapists find this fascinating.)

I love selling groceries to grocery stores.

cultivatecpg.com

Yes, this is a real bumper sticker.
Yes, people put it on their cars.

Retailer Sales Account Management Distributor Relations Promotional Planning Pricing Strategy Category Reviews Forecast Building Brand Development Retailer Sales Account Management Distributor Relations Promotional Planning Pricing Strategy Category Reviews Forecast Building Brand Development
The Cultivate Standard

If you're not first,
you're last.

Early mornings. Back-to-back calls. Store checks between flights. Every hour is a chance to move the needle for your brand — and we don't waste them.

5:47
AM
First call
already booked.
Buyer calls — today
14+
Still going.
Fuel
Cup #3
It's 9am.
Sprouts — reset confirmed ✓
Kroger buyer — meeting locked ✓
H-E-B — PO just dropped 🔥
Today's wins
Deals don't close
themselves.
🏪
🏪
🏪
Store checks
4 stops.
Before noon.
Situational awareness
Locked in.
Outwork everyone.
Every single day.
Your brand's success is the only
metric that matters to us.
Velocity
Up and
to the right.
6AM
First store check
Before your competition
finishes their coffee.

Natural. Conventional. Beyond.

We're active across dozens of accounts in every channel — the names below are just the ones you already know. The full list is a lot longer, and every account on it gets the same level of attention.

Natural

Natural & Premium

The natural channel is where challenger brands find their footing — and where we've spent years building the relationships that open the right doors.

Whole Foods Sprouts Natural Grocers Fresh Thyme + many more
Conventional

Conventional Done Right

Anyone can pitch a big box. Being sharp in conventional means knowing which regional operators move your category and earning the trust to get behind them.

H-E-B Wegmans Publix Kroger Albertsons Ahold + dozens more
Beyond

And then some.

There are channels beyond the grocery aisle where the right brand — at the right moment — can do serious volume.

We'll tell you more when we talk.

We've been on every side
of the table.

Brand founders. Distributor executives. Retailer category managers. We know the life-or-death realities of building a brand because we've lived them.

We actually pick up the phone

Wild concept, we know. When you call, a human answers — because your launch window doesn't care that it's 4pm on a Friday, and neither do we.

We win when you win

Our success is tied directly to yours. That's not a tagline — it's the entire business model.

The right door at the right time

A big opening order at the wrong account doesn't build a brand — it burns one. The right placement at the right moment builds a data story and creates momentum.

Growth without the crash

We've seen brands explode onto shelves and implode six months later. Our playbook is built to prevent exactly that.

Work hard. Play hard.
Talk about groceries constantly.

We hire people who've actually done it — founded and scaled brands from scratch, survived the thankless grind of the distributor exec and category manager trenches.

Leadership
Tom Williams
Co-Founder
Tom Williams
Sales Team Support & Costco Coverage
Aaron Barnholt
Co-Founder
Aaron Barnholt
Sales/Ops Support & Thrive Coverage
Josh Cannon
Josh Cannon
VP of Sales & Operations
Erin Birge
Erin Birge
Director of Sales Operations
The Full Roster
George Daines
George Daines
Director of Sales
Whole Foods Account Lead
Jamel Cannon
Jamel Cannon
Director of Sales
Southeast Sales Coverage
Keenan Smith
Keenan Smith
Director of Sales
PNW Sales Coverage
Alana Pedraza
Alana Pedraza
Director of Key Accounts
Sprouts Account Lead
Kaylee Hamilton
Kaylee Hamilton
Director of Sales
Kroger Account Lead
Tom Hardy
Tom Hardy
Director of Sales
Midwest Account Coverage
Jen Woodward
Jen Woodward
Director of Sales
H-E-B, Central Market & United
Matt Beck
Matt Beck
Area Sales Manager
NorCal + Rocky Mtn Accounts
Torrey Schaefer
Torrey Schaefer
Area Sales Manager
SoCal Account Coverage
JJ Needham
JJ Needham
Area Sales Manager
PNW Sales Coverage
Russell Samuel
Russell Samuel
Director of Sales
NE Sales Coverage
Siobhan Boothe
Siobhan Boothe
Sales Operations Specialist
Teresa Misch
Teresa Misch
Sales Operations Specialist
Retailer Promotion Support

Brands that grew with us

"

Cultivate was instrumental in getting our brand off the ground and laying the foundation for true, explosive growth. A top pick for pioneering young brands in the grocery space.

Paul Voge
Co-founder & CEO, Aura Bora
"

In just under 8 months the Cultivate team knocked down 3,000 national retail doors that are the backbone of our business.

Troy Bonde
Co-Founder & CEO, Sauz
"

Sound guidance and a hunger to grow our brand the right way. Accessible at all times, with established relationships across categories and a sharp understanding of what levers to pull.

Andrew Baldwin
VP of Sales, Veyl Ventures

Let's put your brand
on the shelf.

If you're building something worth growing, we want to talk. No intake forms. No 6-week discovery process. Just a real conversation about where your brand is and where it's going.

Get in touch
aaron@cultivatecpg.com
(847) 722-8215
Cultivate CPG