Values Sell

3Building strong distribution channels

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THE CREATIVE CHALLENGE: Finding innovative ways to ensure your products are in the outlets best designed to reach your customers

For twenty-one years, French Meadow Bakery’s Lynn Gordon has “lived” in grocery stores. Why? Because that’s how she’s learned what the trends are and who shops in each store. Once she’s done that, she can determine which of her products will sell in those stores. Lynn’s family is used to her making the grocery store rounds on vacations since the bakery founder is always trying to figure out how to get her products into more customers’ hands. She writes notes to store managers who are not carrying French Meadow products to let them know that as a customer—not as the company ...