Get Your Product into Chappells Hometown Foods

Mr. Checkout is a network of independent wagon-jobbers and full-line distributors. We distribute product to over 35,000 independent stores around the country and have built relationships with hundreds of retail buyers. We are always seeking the next hot new product. If you have a product, we want to hear from you!

How To Get Into Chappell’s Hometown Foods

Founded in 1962, the Chappell’s legacy started when Jack and Kate Chappell opened the first Hilltop Cee Bee Food Store in Clarksville, Tennessee. Soon after, the couple expanded the store southwards by opening the Cee Bee Store in Charlotte, Tennessee; this was 2 years later. 4 years later, the first Chappell’s Cee Bee Food Store was opened on Main Street in downtown Dickson. There has been quite a large expansion ever since, and the retailer now includes three stores that are currently operating as Chappell’s Hometown Foods in Dickson County along with their newest store in McEwen and Centerville. Just like many grocery food store companies, one finds a similarity as they are family businesses. The son of the founders, Phil Chappell, is currently the owner and chairman of the business.

Chappell’s has a long history of being a great company to work for with a hometown, family atmosphere. The third generation of the founding family is in the business and there are employees with more than 40 years experience with the grocery food store company.

The supermarket business in the United States is one that tries to connect with the individual customer. This means, the supermarkets try to address the needs and interests of individual customers. This is by offering local, international, and metropolitan products. You can get spices, meat, wine, food, and so many other food products from this type of store.

As an experienced retailer, Chappell’s has the community’s trust and has made itself a leader in the grocery business. Different food products, both local and internationally sourced, are displayed at the store for the benefit of the thousands of customers that walk in every day to do their grocery shopping. One thing that a customer can be sure if is the wide range of varieties in the store; so many products are on display that the choice is between which one to pick and not “I can’t find what to pick.”

A family business like this with decades of experience would definitely know how best to get business done most especially in the environments it has been operating in for years. There are even orders from other states for the delivery of their products to customers who can’t resist the taste they offer.

For a distributor, this is an established store that can get your products to move as fast as possible. With the awesome varieties they offer and the established customer base, it can be easily deduced that there are customers already dedicated to what they sell. However, this is a big retailer and there is a high standard for the products they take and thus, it may not be that easy to push your products in there. This is why networking can be very useful.

On the local sourcing of food products, Chappell’s Hometown Foods has been on the forefront of selling locally sourced food products and this has given their customers a sense of connection to the products.

If you have a product, we want to hear from you!

Mr. Checkout is a national association of independent wagon-jobbers and full-line distributors. We distribute product to approximately 35,000 independent stores around the country and are always seeking the next hot new product. If you have a product, we want to hear from you!

How to get your product into Chappell’s Hometown Foods

  1. Understand you client: Before you spend a lot of time and money creating a product, you should know if anyone will want to buy it. Learn more about Market Research
  2. Learn if it’s protectable: Know if you can defend your product against cheap copies if it gets knocked off. Learn more about Copyright and Patent your product
  3. Test your product: Make sure that there’s a demand for your product and the customer understands what you are selling when it’s on the shelf and nobody is there to explain it. Learn more about Product Testing
  4. Perfect your pitch: Before you speak to decision makers, know your numbers, know your retailer and know your logistics in and out. Learn more about Pitching Your Product
  5. Don’t do it alone: If you haven’t been successful in retail before, a secret of success is that you can’t do it alone. Having great sales staff, customer support and marketing partners can take you from zero to success faster than if you tried on your own. Learn more about Retail Partnerships

Contact Chappell’s Hometown Foods Buyer

Do not trust any “list” of buyers.

Typically retail buyers change either companies or positions every few years. This strategy helps retailers know that their buyers are not taking “kick-backs” and are selecting the very best product for the very best position each time.

Buyers are typically held to a very rigorous standard of sell-through volume that they must hit and because of this they are risk averse. Your job as a supplier or vendor is to convince them that the buyers going into the stores not only know about what you’re selling but are actively seeking the product in the store currently.

  • Step 1

    Contact Chappell’s Hometown Foods

    Sometimes easier said than done, however you must get on Chappell’s Hometown Foods radar.

    Call the Chappell’s Hometown Foods corporate phone number and ask for the names of the buyer and assistant buyers in your category.

    Always leave voicemail with whomever the dispatch will connect you.

    Use that information to connect with them on LinkedIn, RangeMe and any other professional social platform.

    Ask your representative at your trade bureau to connect you to the Chappell’s Hometown Foods buyers as they will potentially have a better history.

  • Step 2

    Get On Chappell’s Hometown Foods Radar

    Use advertising, public relations and marketing to make your brand known to Chappell’s Hometown Foods buyer through 3rd party websites & industry media sources.

    Be everywhere that they look, the key is to position your brand as the obvious choice when Chappell’s Hometown Foods is looking to either refill a slot or create a new category.

    Latch on to the news of the day and any trend that will make your product fill that niche whether that be Non-GMO or Vegan Leather for example.

    Investing in your brand can only benefit your opportunities in the future. As being “top of mind” will have a ripple effect when you physically present your product at a Chappell’s Hometown Foods buyers meeting or trade show in the future.

    Step 2

  • Step 3

    Use Hard Facts

    Chappell’s Hometown Foods buyers typically got to their position by picking “winners” and know how to see through the fluff.

    Focus on the numbers, know your bottom dollar during a negotiation and how fees and chargebacks may cut into your position.

    Know that long term success may outweigh short term sales, however financing large purchase orders from Chappell’s Hometown Foods when the net result is negative is not sustainable.

    Understand the playing field and the other brands that are in your space, what they are offering as promotion and pricing and how you can stand out against them.

    By knowing that each buyer at Chappell’s Hometown Foods probably knows more than you do, take an active listening approach to sales and understand that no is a perfectly acceptable answer that may have saved you millions of dollars on the backend.

How to Submit a Product to Chappell’s Hometown Foods

There are several ways to get a product placed in Chappell’s Hometown Foods. However, most entrepreneurs only dream about getting their product distributed to major retailers, few actually do it. We have experienced a significant rise in interest since the show Shark Tank started airing on NBC. Mr. Checkout has had the pleasure of working with a few Shark Tank success stories such as KISStixx and 180 Party Cups which are now currently being distributed around the country to stores like Walmart, Target, Kroger, 7-Eleven and more.

If you envision your product would be a good fit for Chappell’s Hometown Foods, we have a few steps to help you get your product on their shelves.

Here are the 6 steps you need to take to have your product placed in Chappell’s Hometown Foods.

1. Start with the right questions.) Before you try distributing your product to Chappell’s Hometown Foods, you need to ask yourself a few basic questions. Do you need to build demand for your product, or is there already a demand for it? Do you know that Chappell’s Hometown Foods would be interested in selling your product? If you can strike a deal with Chappell’s Hometown Foods, can you handle the production volume? Do you want to sell directly to Chappell’s Hometown Foods, or do you want to license your product to a manufacturer that will handle distribution?

2. Be prepared to profit.) Does your product offer enough of a profit margin for Chappell’s Hometown Foods? Can you sell your product at a reasonable enough profit to cover the packaging, shipping, commissions, marketing and wholesale distribution? Check Chappell’s Hometown Foods guidelines for other fees that you will have to build into the cost of your product in order for you to be able to turn enough of a profit to make the effort worth your while. If you work with a discount retailer, they will try to strip your profits down to zero in order to keep their prices as low as possible.

The typical breakdown of margins are: If a products costs $1 to produce, that product will retail for $4. That product that retails for $4 will wholesale for $2 to distributors and stores that purchase direct. Big box retailers like Chappell’s Hometown Foods may offer to pay $1.25 to the manufacturer if the product costs $1 to produce. That is the typical profit margin.

3. Determine if Chappell’s Hometown Foods is the right store for your product.) The relationship between you and Chappell’s Hometown Foods starts with you browsing their store for competing products. If Chappell’s Hometown Foods already has a similar product, it is going to be very difficult to get your product picked up. Spend some time at your local Chappell’s Hometown Foods to see what kind of products they are selling, speak to the manager and see if he thinks your product will sell well in their store. Picture in which zone your product would best fit on the shelf and keep in mind that the most precious asset that these big box stores value are their shelf space. Keep this information in mind when you are preparing your presentation to Chappell’s Hometown Foods.

If your company is minority or women owned, check Chappell’s Hometown Foods website and see if they offer specific opportunities for those designations.

4. Pitch your product to Chappell’s Hometown Foods.) Decide whether it will be you or a representative to present your product to Chappell’s Hometown Foods. Your presentation depends heavily on your strengths as a businessperson as they will most likely ask financial questions and logistics questions.

It’s common for companies to hire a broker to pitch their product to Chappell’s Hometown Foods, as it will be more likely that your product will make it to the next stage if the individual pitching your product has industry knowledge or a personal relationship with Chappell’s Hometown Foods. The percentage of commission verses, however generally a broker will take around 5% to represent your product to Chappell’s Hometown Foods.

We at Mr. Checkout have experience dealing with brokers and know that there are several retail brokers that have poor business practices that can potentially damage your brand. If you are seeking a legitimate Chappell’s Hometown Foods broker, please give us a call for a recommendation. It could save you a huge headache and a lot of money.

5. Complete the required Chappell’s Hometown Foods paperwork.) Often Chappell’s Hometown Foods will have you go through an application process. However, before submitting the paperwork required by Chappell’s Hometown Foods, you should contact a buyer at Chappell’s Hometown Foods and let them know your intentions. Having a contact inside of the company will potentially move your application more smoothly through the process.

6. Anticipate the need for increased volume.) Having Chappell’s Hometown Foods agree to stock your product will most likely mean a significant increase in volume. You should be prepared to ramp up your production and informing your manufacturer of this opportunity.

Having production, logistics and distribution to sync is not only difficult, it requires a significant amount of time invested in customer relations. Also, Chappell’s Hometown Foods may have stipulations in the contract that may penalize you for delays in shipping and production. Have an attorney explain all contracts to you if you don’t understand the terms.

If you’re looking to sell your product to Chappell’s Hometown Foods, be sure to thoroughly assess the marketplace, carefully prepare for production growth, and take full advantage of resources available to help you grow your business.

Submit Your Product Now

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