#90 Buyer Series: Earth Fare with Mitch Orland - a podcast by Startup CPG

from 2023-05-09T00:00

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This is the first episode in our new buyers series and today we’re joined by Mitch Orland, VP of Merchandising and Procurement at Earth Fare. Earth Fare is a health and wellness supermarket with 20 locations in 8 states in the Southeast US. Mitch has deep food industry experience including being a restaurant owner and former Executive Chef at Earth Fare, and he now manages a 15 person merchandising team at Earth Fare.

Listen in as Mitch shares about:


  • How Earth Fare’s product submission process including category reviews

  • Best practices for engaging with buyers from email content to timing follow up

  • How brokers add value for buyers

  • Different models of distributing to Earth Fare from self-service to local distributors to UNFI

  • Best practices for promoting with Earth Fare, educating employees, and in-store demos

  • How and when a brand’s on-shelf performance is evaluated by the Earth Fare team

  • Industry trends

  • And more!


And stay tuned at the end for a story from Startup CPG founder Daniel Scharff about recently getting into Earth Fare with Machu Picchu - and thanks for Mitch for that great idea - he wanted you all to also hear from a brand that recently worked with Earth Fare, which I found really helpful. Now let’s hear from Mitch!

Episode Links:


  • Earth Fare website

  • Mitch’s LinkedIn

  • Brands mentioned: Hickory Nut Gap, Sunburst Trout Farms, JAMBAR, Upcycled Food Association, Force of Nature


Social Nature Links:


  • Social Nature website

  • Social Nature team email: marketing@socialnature.com

  • Learn from & get to know the Social Nature team: 


    • Episode #87 How Natural Shoppers are Responding to Inflation with Social Nature's Jessica Malach


    • Episode #50 The Data Behind the Modern Wellness Consumer with Social Nature's Jessica Malach


    • Overview of Digital Sampling with Social Nature founder Annalea Krebs



  • Episodes that mention Social Nature campaigns: 


    • Episode #66 Sharing is Caring: How Alison Cayne & Haven's Kitchen share cooking confidence and industry knowledge (Social Nature discussed at 41:15)


    • Episode #86 From Target Buyer to Nationally Launching Upcycled Pet Brand Shameless Pets with James Bello (Social Nature discussed at 37:33)




Promomash/Crisp Links:


  • Try Promomash + Crisp free for 30 days here


  • Webinar recording: Promomash + Crisp Present: The Next Big Thing in WFM Demo Analytics


  • Webinar recording: Distributor Data 101: 5 Things Brands Should Be Tracking and Why


IFT Links:


Show Links:

Further episodes of The Startup CPG Podcast

Further podcasts by Startup CPG

Website of Startup CPG