CPG Sales and Distribution

Former VP of Sales at PepsiCo and Snyder's-Lance

Why is this interview interesting?

  • Common mistakes and misconceptions about bringing a consumer product to retail
  • Distribution and slotting fee structures
  • The importance of relationships in gaining retail sales and distribution
  • Why Walmart is actually an easier choice for consumer start-ups gaining distribution
  • How start-up brands should approach category managers

Executive Bio

Gene Russell

Former VP of Sales at PepsiCo and Snyder's-Lance

Gene has over 37 years experience in consumer products. Gene started his career at Coca Cola in a route truck delivering products to grocery stores before being promoted to account manager where he was dealing with regional decision makers at the grocers. In 1992, he moved to Frito-Lay, a snacks company owned by Pepsico, as National Account Manager where he spent 6 years before being promoted to VP of Sales. Gene spent the last 14 years of his career running large sales teams at smaller organisations such as La Tortilla Factory, Campbell Soup, and Otis McAllister. Gene has the unique experience of working at every level of a consumer products sales organisation and he now consults young consumer brands coming to market. Read more

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Interview Transcript

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CPG Sales and Distribution(October 23, 2019)

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