If you are a new or emerging brand trying to navigate the complex world of retail, this conversation is a masterclass in why working with distributors that service independent grocers is a smart way to scale.

 In this episode, ECRM’s Joseph Tarnowski sits down with Roaldo Sulejmani from HRR Foods, a specialized distributor servicing the Midwest and Northeast Atlantic. 

 Roaldo breaks down the unique advantages of working with independent retailers—those family-owned shops where decisions are made quickly and relationships matter. He shares how HRR Foods helps brands avoid the trap of premature expansion without massive financial backing that often leads to failure.

 Key takeaways from the conversation:

•  The Power of Independents: Learn why 95% of HRR Foods' business is with retailers having 10 locations or fewer, and why these stores are the perfect organic training ground for new products.
• Direct Drop Shipping: Discover HRR Foods' new low-risk model that allows brands to prove their sales data in a new region without the heavy cost of warehouse spoilage.
• Packaging is Everything: Roaldo explains why packaging accounts for 50% of his decision-making process when meeting a new brand.
• Iterate and Improve: Hear why making mistakes at the independent level is an easy fix, while a mistake with a major chain can be very costly.
• The Everyday Consumer: A reality check on why your product needs to appeal to the family shopper in Chicago or New York, rather than just the high-end boutique shopper.

Regardless of what category your brand sits in, this episode provides a roadmap for moving your product from the warehouse to the store shelf—and ensuring it actually sells through.