Progressive Grocer Magazine Spotlights The RecorGroup
In July 2021, Progressive Grocer magazine published and Albertson's Companies focused edition following Albertson's announcement on a significant merchandising model change. The publications Q&A takes a look at how The RecorGroup is positioned to win in this new way of doing business with the nation's 3rd largest grocery retailer.
"Superior Analytics + Winning Drive + Unwavering Entrepreneurship = Recor's formula for CPG rocket fuel"
In just over 6 years, RecorGroup has built a
reputation as the leading customer-focused,
data- and insights-driven boutique broker in
the Northwest, specializing in The Albertsons
Companies and WinCo Foods. Progressive Grocer
spoke with Managing Partner Jon Bunten to learn how the
company is breaking away from the tired old brokerage model
to deliver exceptional results for CPG companies.
Progressive Grocer: Why did you start a brokerage
in 2014 when so many companies were already
in that space?
Jon Bunten: We wanted to redefine brokerage. Most legacy
brokers have forgotten what it is all about. We threw out the
old model and built a new one, focused on doing what’s right
for our clients, being the absolute customer experts and arming
our teams with tools and knowledge to be entrepreneurs
and drive meaningful sales. We are an extension of our sales
partners’ teams, which means sharing the drive, the vision
and fighting for their success every day, even when it’s hard.
Progressive Grocer: I’ve seen references to
“The Recor Way.” What does that mean?
JB: It’s our core values in action. The first of those, “Service to
our clients,” boils down to, “We do what we say we’ll do.” It’s
simple, but it’s hard for most companies to execute. We believe
success comes from doing little things right — working hard,
fixing problems quickly and being hungry to learn and win.
And winning is what we all ultimately want, right?
PG: Analytics is becoming essential in grocery retailing.
How does that impact what you’re doing?
JB: In this rapidly evolving industry, every manufacturer knows
that making good use of data analytics is becoming increasingly
important. Because the future of sales is insight- and relationship-
driven, we continue to invest in our analytics team and
train our business managers to better understand these insights
and how to best utilize them. This allows us to leverage new
technology and provide more actionable insights quickly,
which is an almost paralyzing task for mid-size manufacturers
but key to success.
Other brokers hand clients a presentation or simple spreadsheet
without much of an analytics component. This outdated
approach will not lead to success. We take an insights-first
approach to presentations, but we train with our business
managers and sales teams to understand the insights and how
to properly leverage them. Our analytics professionals often
attend sales calls to create a unified front. Our team is analyzing
multiple sources to understand shoppers, their purchases,
and what will create loyalty; these are the types of compelling
selling stories that lead to meaningful sales.
PG: Do you have an example of a client success to share?
JB: In 2018, RecorGroup started representing Guittard Chocolate
Company, which has been making delicious baking, eating
and drinking chocolate for professionals and home cooks
alike for over 150 years. By focusing on distribution and brand
performance, we helped more than double Guittard’s business
at Albertsons in two years — that included a 158% increase in
distribution and a 119% increase in dollar sales..
FOR MORE INFORMATION:
208-947-7750 | firstname.lastname@example.org