TIPS FROM A SMOOTHIE OPERATOR

Getting your products stocked on the shelves of big stores can be tough, as Guka Tavberidze, founder of Savsé Smoothies, knows well. His drinks are in 10,000 stores including Sainsbury’s, Asda, Waitrose and Tesco. Here are Guka’s tips.

You need a support network so you can deal with the demand of a national listing. That includes back office, supply chain and logistics. Listing with a major retailer can make or break you.

I met Waitrose and Sainsbury’s initially and they liked the product but questioned whether I could meet their needs. It was a blessing as I hadn’t set up my back office, had no supply chain nor logistics.

Persistence is key when approaching buyers. Hundreds of suppliers bombard them every day, so they don’t have time for overblown emails. I had no reply from a Sainsbury’s buyer for months. So, to get their attention, I got my product in their canteen through one of their food service groups. I got it stocked in stores around their head office. And I placed adverts on bus routes around the HQ and gave samples away to Sainsbury’s staff – despite being moved on by security.

It’s not just about persuading buyers with a speech – you need a clear plan covering your product, why it’s different and what the opportunity is. Show the demand within the market for your product and what the category is worth. Show how you’ll drive awareness and sales and what you’re prepared to spend on marketing.

Once your product hits the shelves, driving the sales and demand for your product is the next stage. People often ask me how long my retail contracts are. Answer: as long as the product is selling. Creative marketing and brand awareness are essential constantly.