Getting into major grocery chains is a huge step, and you're right to see it as a critical move for market penetration. It’s less about just adding a "wholesale" channel and more about evolving your business into a true omnichannel brand. Many successful founders have found that while DTC is great for building a community, the real path to scale for CPG products is on the shelves of retailers like Whole Foods and H-E-B.
But is wholesale really necessary if my DTC business is strong?
For most consumer packaged goods, the answer is a resounding yes. While a powerful DTC engine is a huge asset, it often can’t achieve the scale and accessibility of physical retail by itself. Miguel Leal, the CEO of Somos Foods, shared on the Modern Retail Podcast that after starting as an online brand, life "was definitely pointing us into retail." He realized that to truly grow his food brand, he had to zero in on grocery distribution. He came from a background at Kind, so he understood that national retail is where the volume is.
Ben Soffer of Spritz Society made a similar point on the Modern Retail Podcast, stating that for an alcohol brand, a robust wholesale strategy is essential for any real growth. He believes a pure DTC model in his category is nearly impossible without a massive, pre-existing community. For many brands, the customer just expects to find you in the aisle of their local grocery store, and you can’t afford not to be there.
How do I actually get a buyer's attention at a major retailer like Whole Foods?
Getting a buyer's attention requires a story backed by data. On the Modern Retail Podcast episode, "How startups get on the shelves of Whole Foods," Kelly Landrieu, the Principal Planner for Local & Emerging Brands at Whole Foods, explained what they look for. It’s not just about a great product; it’s about product readiness, a compelling brand story, and understanding their specific quality standards. She notes that Whole Foods even has an accelerator program to help new brands navigate this process.
Before you even think about pitching, you need to have your house in order. On the eCommerce MasterPlan podcast, Alessandro Di Trapani emphasized the importance of demonstrating value to buyers. This means having a clear unique selling proposition and being prepared to talk about your product, pricing, and logistics for large orders. The best way to prove your value is to show existing sales velocity from your DTC channel. A buyer is much more likely to take a risk on a brand that can prove it already has a dedicated customer base that will follow it into stores.
Once I'm on the shelf, how do I make the partnership successful?
Landing the account is just the beginning. The real work is in making the partnership thrive, which requires an omnichannel retail strategy. Jordan Bass from HOP WTR explained on The Bottom Line that they use their strong DTC business to directly support their retail partners. Every time they launch in a new store like Whole Foods or Target, they activate their community through email and social media to drive foot traffic directly to those locations.
This is the modern playbook for a successful DTC to wholesale transition. As Lindsey Reinders discussed on Ecommerce Conversations regarding Beardbrand’s launch into Target, it’s about integrating the channels, not letting them compete. You have to actively work to drive sales for your retail partner. This proves you’re a valuable partner worth keeping and expanding, and it prevents your product from gathering dust and getting discontinued. Your DTC customers are your most powerful tool for ensuring your new retail presence is a success from day one.
Thinking this way transforms the relationship. You aren’t just a supplier; you are a partner in the retailer’s success. Your goal is to help them sell your product, not just to sell it to them. This means supporting them with marketing, using your own channels to announce your presence in their stores, and ensuring a smooth and reliable supply chain. It’s a completely different mindset from pure DTC, but it’s the one that wins in the long run.