Reach CrewStart free

Industry: Retail and CPG

Reach the people who decide what is on the shelf

Retail runs on a calendar. Buyers review categories on a fixed schedule, brands plan launches a year ahead, and a note that arrives at the wrong time is filed for next year. Reach Crew finds the right buyer and gets your note in while the review is still open.

Set a goal like this How it works

1,000 free credits that never expire. No card.

Who you would reach

Who signs in retail and CPG. And why each is worth a note.

Retail and consumer goods have two sides, the stores and the brands that fill them. These three roles cover most of what gets bought on either side.

  1. Category Manager or Buyer at a retailer

    Decides which products get shelf space in one category. They are measured on sales per foot and want new items that earn their place.

  2. VP of Sales at a consumer brand

    Owns the relationships with retail accounts. Anything that helps win a new chain or grow an existing one gets their attention.

  3. Director of Packaging or Supply at a brand

    Responsible for packaging, co-packers and getting product to distribution centers on time. A miss here costs a whole season.

What Scout reads

The signals that say now. Each one public, each one shown.

Every person comes with the reason they fit and the page behind it. A goal can ask for a signal, and a fresh one adds to the fit score even when it does not. Meet Scout.

  • Title and levelBuyers for one categoryTitles such as Category Manager, Senior Buyer or Merchant, matched to the category in your goal, like natural snacks or pet care.
  • Company newsStore openings and new linesA chain opening stores in a new region, or a brand launching a line, means shelf space and suppliers are being decided now.
  • Web trafficBrands gaining attention onlineRising web traffic at a consumer brand often comes before retail expansion, and it counts as a signal in the fit score.
  • Country and cityChains in your regionRegional grocers and drug chains are easier to win than national ones. Name the states and only buyers at chains there count.

An example goal

One sentence in. Three people out, with reasons.

Reach 30 category buyers for natural snacks at US regional grocery chains in the Midwest and Northeast by January.

Verified means 2 sources confirm the work email. Every person and firm here is fictional.

Goals / Retail and CPG
People found3 shown, each with the reason they fitAll verified
  • Amy LewisCategory Manager, SnacksHarvest Lane MarketsColumbus, OHTheir own postsPosted that snack resets start in February this year.Fit score 94Verified
  • David RossSenior Buyer, Natural and OrganicGreenfield GrocersHartford, CTCompany newsChain announced 12 new stores in upstate New York.Fit score 91Verified
  • Paige IversonCategory Manager, Center StoreLakeview FoodsMadison, WITheir own postsSpoke on a panel about local brands on the shelf.Fit score 86Verified

A sample email

Short, personal, and waiting for your approval.

Buyers think in resets and velocity, so the note times itself to the review, gives the number they rank by and offers samples.

  • Claire LawsonHead of Sales, Little Acre Snacks
  • Sends at 9:30 am on a weekday, their time
  • From your own Gmail or Google Workspace
  • Waits for you. Change any word first.
Draft from WriterFirst email to Amy Lewis

Category Manager, Snacks, Harvest Lane Markets

ToAmy LewisCC / BCC
Snacks for the February reset

Hi Amy,

Your post said the snack reset at Harvest Lane starts in February. I wanted to reach you before the set is final.

Little Acre makes baked lentil chips in Ohio. We sell through 140 independent stores in the state, with repeat rates above the category in every one of them.

Could I send samples and a one page sell sheet with our velocity data? Both fit in one small box.

Thank you,

Claire Lawson

ApproveSkipEdit

Writing to retail and CPG. Four things that work.

  1. Know the reset calendar

    Each category is reviewed on a schedule. Write two to four months before the reset, while the buyer is still choosing.

  2. Lead with velocity, not story

    Buyers rank items by sales per store per week. Put your best number in the first lines and save the brand story for later.

  3. Start regional

    Regional chains take local brands more readily and move faster. A result there is the proof a national buyer will ask for.

  4. Offer samples

    A small box of product is the easiest yes in retail. Ask if you can send it rather than asking for time on a calendar.

Questions, answered.

For anything else, write to hi@reachcrew.app or read all questions.

  1. Can Reach Crew find the buyer for one category?

    Yes. Name the category in your goal, such as natural snacks or pet care, and the fit score favors buyers whose title and work match it. The reason shows next to each person.

  2. Will it reach national chains as well as regional ones?

    It reaches whatever your goal names. Many brands start with regional grocers by naming states, then write a second goal for national chains.

  3. When do emails send?

    At 9:30 am on a weekday in the buyer's own time zone, from your Gmail or Google Workspace, and only after you approve them.

  4. How many buyers can I reach for free?

    The free Explore plan has 1,000 credits that never expire, enough for about 34 people from start to finish. Paid plans start at $17 a month.

Keep reading. Use cases, guides and the crew.

  • Meet Couriersends from your Gmail at 9:30 am their time and stops on reply
  • Meet Scoutfinds the right people at the right companies

Use cases

Guides

More industries

Roles to reach

Reach the right people in retail and CPG

Write your goal in one sentence. Free to start with 1,000 credits that never expire, no card needed.

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