Your Distributor Is Silently Killing Your Brand Ep114
Zenith Consulting - Food, Beverage, Strategy
This text argues that legal exclusivity is insufficient protection compared to a distributor’s actual portfolio strategy. Many brands mistakenly partner with large distributors who eventually undermine them by launching competing private labels or prioritizing bigger suppliers. True survival depends on rigorous vetting to avoid "Category Captains" who view a brand's success as a threat to their own profit margins. The author suggests that it is better to choose a smaller partner without conflicts of interest than a powerful one that treats your product as a temporary placeholder. Ultimately, companies must use objective data to identify partners whose business goals truly align with their own.
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