The Truth About Brokers in the CPG Industry
Why This Conversation Matters
The role of the CPG Broker has been cemented in this industry for decades. Founders are told they need one to break into grocery stores, and brokers almost always promise the world. But too often, those promises don’t hold up.
This page is here to answer the question every founder eventually asks: Do I actually need a broker? And if I do, how do I choose one without putting my brand at risk?
The Broker Model: What They Claim to Offer
At their best, a CPG Broker positions themselves as your retail insider. They claim to provide access to the biggest retail shelves, navigate category review cycles, and manage the details of negotiation and contract follow-through. On paper, this is appealing. If you’re new to retail, having someone in your corner who “knows the buyers” feels like a shortcut to credibility and the growth everyone is chasing.
But what they claim doesn’t always line up with reality. In practice, many founders discover that their broker doesn’t have the direct buyer access they implied. Some hide behind vague updates and lack transparency. Others lock brands into long 90-day outs, or worse, push commission structures that reward them regardless of whether your product moves to or off the retailer’s shelves.
We encourage founders to meet with CPG brokers and ask them questions; however, don’t ask useless questions. The bad ones focus on promises or hypotheticals: Do you have good relationships with the buyers? Will you get me into Kroger? Do you know the category manager at Whole Foods? Those kinds of answers can sound convincing but don’t prove capability.
Asking for brand referrals? Expect glowing reviews, because no one’s giving you the real dirt. No broker in the game is connecting you with the founder they ghosted during the reset window or the one still waiting for a category review that never came.
Can you just pay for buyer introductions? Sure. We see this thought very often; however, buyers constantly change roles, categories, and train new buyers by throwing them the small, new account. You can pay for a relationship just for it to disappear within months.
What to ask a CPG Broker
What you want is transparency. Will they copy you on buyer communications? Will they walk you through monthly sales performance and deduction reports? Are they keeping you looped in, or do they disappear the minute the PO is cut? How many SKUs do you have live in retail right now, and where? Follow that up by checking those stores yourself.
If the answer to any of those questions is no, move on. Fast.
Go look at how the product is merchandised. Is it where it’s supposed to be? Is the packaging working? Are the cases communicating clearly? You’ll learn more from one store walk than a dozen Zooms.
A good CPG Broker will welcome scrutiny and provide measurable proof of their track record. A bad one will rely on smoke and mirrors.
The Myth of Constant Management
A widespread narrative in the industry says you need to constantly manage your CPG Broker if you want results. That thinking sets founders up for failure.
If you are paying $15,000 a month, you should not also be babysitting. The right comparison here is to an employee. Would you keep an employee who required that level of micromanagement? No. You’d expect them to do their job, hit agreed outcomes, and deliver results. If the path to success with the typical broker is pay them and then force them to do their job; what are you paying for?
The conventional wisdom here is broken. By accepting that brokers “need to be managed,” the burden of accountability shifts unfairly onto the founder. Instead of delivering results, some brokers turn the tables and suggest it’s the brand’s fault: maybe you didn’t provide enough support, or maybe results will come “if you keep pushing.” This narrative traps founders in a cycle where they’re paying for help but still doing most of the work themselves. If the CPG broker does not have the bandwidth to take on your account and give it the time it demands, you need to find a new route.
A healthy broker relationship shouldn’t look like this. A strong CPG Broker operates as a true extension of your team: clear deliverables, regular reporting, and outcomes that don’t require constant handholding. If that’s not what you’re getting, the problem isn’t your management style. The problem is the model itself, and it’s time for founders to stop accepting it as the norm.
Alternatives to the Traditional Broker Route
Founders often assume the only path into grocery runs through a broker. That’s not true. Many successful brands skip brokers altogether and build their own buyer relationships. While this requires more time and persistence, it gives you direct ownership of the relationship. That ownership is priceless when challenges inevitably arise.
Some brands hire category consultants or fractional sales leaders who bring focus without the baggage of the broker model. These people don’t claim to be gatekeepers; they act as true extensions of your business with defined scopes of work. And increasingly, there are communities—like here at CPG Guy—that provide mentoring, introductions, and resources without locking you into expensive monthly contracts.
The best alternative to a CPG Broker is keeping the buyer relationship in your own hands. If you secure the buyer relationship yourself, no one can take it from you.
If You Do Work With a Broker, Set Guardrails
Not every founder will avoid brokers and not everyone should! In some cases, a strong CPG Broker can provide real value. But if you take that path, you must put guardrails in place.
Start with short contracts and clear exit clauses. Don’t get locked into long agreements that pay them regardless of performance. Tie deliverables to outcomes, like doors opened, meetings booked, or promotions executed; not vague promises. Require regular reporting, ideally with hard numbers. And above all, make sure you personally know your buyer contacts. If a broker introduces you, you should still own the relationship.
When these guardrails are in place, a CPG Broker relationship can become more accountable. Without them, you’re simply writing a check each month and hoping for the best.
A Call for Accountability in CPG
The CPG industry already struggles with accountability at the distributor and retailer level. Founders fight through opaque deductions, unclear terms, and retailers that often hold all the leverage. The last thing any brand needs is another weak link in the chain.
That’s why brokers must be held to higher standards. A CPG Broker should not be another source of frustration. They should bring clarity, execution, and measurable outcomes. If they can’t do that, they are not serving your business.
As founders, we have to stop accepting the idea that “this is just how it works.” The model will only improve if brands demand better.
Demand Better, Build Smarter
A CPG Broker should never be the sole driver of your growth strategy. Use them only if they can prove value, deliver outcomes, and work as a true extension of your team. If they can’t, build relationships directly and keep control where it belongs; with you.
Don’t outsource your sales destiny to someone unaccountable. The right broker, if you use one, should amplify your work—not drain it.
Frequently Asked Questions About CPG Brokers
1. Do I need a CPG Broker to get into grocery stores?
Not always. Some brands succeed with brokers, but many get in by building direct buyer relationships, using distributors like UNFI or KeHE, or networking at trade shows. A CPG Broker can help, but they’re not required.
2. What makes a good CPG Broker versus a bad one?
A good CPG Broker offers transparency, direct buyer access, and measurable results. A bad one hides behind vague promises, avoids sharing contacts, or locks you into long contracts without outcomes.
3. How much should I expect to pay a CPG Broker?
Most CPG Brokers charge $5,000–$10,000 a month plus commission. If you’re paying that and still doing the heavy lifting yourself, you’re not getting value.
4. What are alternatives to using a CPG Broker?
Alternatives include direct buyer outreach, hiring a fractional sales leader, working with consultants, or joining communities like CPG Guy. These give more control and often cost less than a broker.
Next Steps
Read our Complete Guide to UNFI and KeHE
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