Signals
Signals From the Field
The natural channel has tells. This is where I share what I’m seeing: what’s working, what’s drifting, and what to fix before it costs you doors.
Not Just the Big Guys: Distributing to Indies Using Alternative Distributors
CPG brands might think distribution = large national distributors. Not True; they’re not the only path to retail shelves. Many emerging brands are finding success by working with alternative or regional distributors to build traction before expanding into larger...
Why Distribution Density Matters for CPG Brands
When CPG brands start landing retail accounts, the natural instinct is to expand everywhere as quickly as possible. But spreading too thin can actually slow growth. That’s why distribution density is so important. Instead of being scattered across many regions,...
Why Independent Retailers Matter for CPG Brands
Indie retailers play a critical role in helping brands validate products for market fit, build loyal customers, and generate the momentum needed to grow. Indie retail is where brands prove they belong. When emerging CPG brands think about retail growth, the goal often...
About
Retail Strategy with Soul
Northstar CPG was founded in 2023 with one goal: to help natural brands navigate retail with clarity, care, and confidence.
With over 15 years of experience across co-ops, Whole Foods, Natural Grocers, and brand-side leadership, we understand the realities founders face. With decades of experience in the natural channel, from store level decision making and management to brand side sales leadership, we understand the realities that brands and retailers face.