How To Get Into Gelson’s

  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
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How To Get Into Gelson’s

Gelson’s is an American regional supermarket chain operating in Southern California. In February 2014, Gelson’s was sold to TPG Capital. Gelson’s operates 27 full-service specialty grocery stores in Southern California. Each Gelson’s Market features the full amenities of a traditional supermarket, with the local flavor of a neighborhood market.

The company is increasing its private brand offerings and recently added to its private-branded wine list. The company, however, still stocks a lot of manufacturer’s brands. It has a somewhat direct procurement method which is tagged “First to Market” program. The company states that:

At Gelson’s, we pride ourselves on our ability to source new and exciting products. We are continually looking for new brands, new flavors and new concepts. Our footprint as a SoCal regional operator provides many brands the perfect outlet to launch innovation to a clientele that are craving the newest trends. The “Gelson’s First to Market” program provides a platform for many new brands to establish a foothold in the market that allows them continued future growth in the marketplace. If you feel you have the latest and greatest product and would like the opportunity to have it reviewed by the Gelson’s buying team, please submit the following survey. Our team will review and respond to you soon.

The website features a direct form that vendors and suppliers can fill and they would be contacted for further information. This is a different method to the prevalent RangeMe method which most grocers use.

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. The company’s stores offer natural and organic grocery products, such as organic produce products; bulk food and private label products; dry, frozen, and canned groceries; meat and seafood products; dairy products and dairy substitutes; prepared foods; bread and baked products; seafood; and beverages.

Being a vendor may require some form of distinctiveness from other suppliers. Look at your products and see what you are offering differently. If not different, go back to the drawing board and see how you can rebrand or bring out a distinction.

For a distributor, this is an established wholesale grocer 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. Thus, if you can offer a distinctive product, you should be looking at developing with one of the fast growing grocers in the United States.

If you are using a broker, it is highly important you specify the person so that you can be known for who you are and what you are looking at distributing.

Contact Gelson’s

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 Gelson’s

    Sometimes easier said than done, however you must get on Gelson’s Only radar.

    Call the Gelson’s 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 Gelson’s buyers as they will potentially have a better history.

  • Step 2

    Get On Gelson’s

    Use advertising, public relations and marketing to make your brand known to Gelson’s 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 Gelson’s 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 Gelson’s meeting or trade show in the future.

    Step 2

  • Step 3

    Use Hard Facts

    Gelson’s 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 Gelson’s 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 Gelson’s 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 Gelson’s

There are several ways to get a product placed in Gelson’s. 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 Gelson’s, we have a few steps to help you get your product on their shelves.

Let Us Know About Your Product

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

1. Start with the right questions.) Before you try distributing your product to Gelson’s, 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 Gelson’s would be interested in selling your product? If you can strike a deal with Gelson’s, can you handle the production volume? Do you want to sell directly to Gelson’s, 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 Gelson’s? Can you sell your product at a reasonable enough profit to cover the packaging, shipping, commissions, marketing and wholesale distribution? Check Gelson’s 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. Retailers like Gelson’s= 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 is the right store for your product.) The relationship between you and Gelson’s starts with you browsing their store for competing products. If Gelson’s already has a similar product, it is going to be very difficult to get your product picked up. Spend some time at your local Gelson’s 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 Gelson’s.

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

4. Pitch your product to Gelson’s. Decide whether it will be you or a representative to present your product to Fresh Thyme. 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 Gelson’s to pitch their product to Gelson’s, 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 Fresh Thyme. The percentage of commission verses, however generally a broker will take around 5% to represent your product too Gelson’s.

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 Gelson’s, please give us a call for a recommendation. It could save you a huge headache and a lot of money.

5. Complete the required Gelson’s paperwork. Often Gelson’s will have you go through an application process. However, before submitting the paperwork required by Gelson’s, you should contact a buyer at Gelson’s 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 Gelson’s 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, Gelson’s 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 Gelson’s, 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.

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