Channel map
Natural and organic
Better-for-you food, supplements or household headed for natural grocery.
01
Who actually controls the yes
Aim at the seat, not the seniority. The most senior person is rarely the decision.
Category buyer
National assortment for one natural category.
Forager, local and emerging
The realistic first door for a small brand. Built for you.
Regional buyer
One region. Where most natural brands actually start.
Distributor category lead
UNFI or KeHE listing, often required before a retailer will talk.
02
The way in
- 01Start regional. National natural buyers want proof from a region first.
- 02Apply to the Expo West Hosted Buyer program rather than walking the floor.
- 03Sort your distributor route before the retailer conversation, not after.
- 04Expect to fund demos and promo. Natural velocity is built, not launched.
03
Firms that cover this channel
Brokers exist to be found by brands. These are the ones who work this channel.
Presence
Natural and organic specialists. Category plus distributor knowledge.
- Bill Weiland · Founder and CEO
- Brian Naylor · President
- Milton Zimmerman
C.A. Fortune
Emerging-brand development alongside natural retail coverage.
- Tyler Lowell · CEO
- Ali Shouman · Chief Commercial Officer
- Mariah Calderon · Chief Client Officer
04
Rooms you cannot walk into
These are invitation-led by design. Knowing they exist is why cold outreach reads badly.
- Expo West Hosted Buyer Program
- Buyer-only hours and the Hosted Buyer Lounge
- Curated offsite retailer and brand dinners
- REGEN HOUSE Regenerative Dinner
- Distributor supplier meetings
05
Where you can actually show up
The hosted buyer program is the real event.
06
Who sets category strategy
Public leadership, for context only. These are not submission targets. Aiming here skips every seat that owns your decision.
- Don ClarkSprouts
Knowing the map is not the same as being ready.
Ask Shelf Help to read your brand against this channel. It tells you which gaps would fail a review here, in the order they cost you.
Get your readTitles verified August 2026. Retail roles move often, so confirm before you act. Nothing here implies access, endorsement, or influence. All channels