Background
In 2024, over 500 start-ups entered the BENELUX food and beverage market, each with bold ambitions and unique flavors. Many of these brands gain initial traction through personal networks, but sooner or later, they hit a growth ceiling. The question then becomes: will they scale up or stall?
At this crossroads, partnering with a distributor can be the game-changer that turns potential into lasting success.
The challenges of scaling a brand
Breaking into the competitive drinks and snacks market isn’t just about having a great product. Without the right strategy, brands face major hurdles:
- Limited market access
Retailers and hospitality businesses don’t just let any brand in. Without strong industry connections, securing prime shelf space and key partnerships is an uphill battle. - Lack of sales & marketing expertise
Many founders are product visionaries, but distribution and sales require a different skill set. Without a structured go-to-market approach, even the best brands struggle to expand. - Manpower constraints
A lean team is great for agility, but when it comes to scaling, a small or inactive salesforce can slow momentum.
The Power of a strong distributor
A distributor isn’t just a middleman—they are your gateway to growth. Here’s how they can make an impact:
- Lower costs, bigger impact
Streamlined logistics and bulk operations reduce expenses, allowing you to focus on brand-building. - Faster market penetration
An established distribution network gets your products on shelves and in consumers’ hands—fast. - New sales & promotion opportunities
Leverage their market insights and relationships to access new retail channels, promotional deals, and strategic partnerships.
How to choose the right distributor
Not all distributors are created equal. To ensure a successful partnership, ask yourself:
- Do they have a dedicated sales team for your category? A large team is great, but focus and commitment matter more.
- Is the value chain balanced? Every stakeholder should benefit—without your brand getting lost in the mix.
- Are their long-term goals aligned with yours? A distributor should be more than a service provider; they should be a strategic growth partner.
Of course, working with a distributor means sharing a slice of your margins. But the real question is: do you want to stay small, or are you building a brand with long-term ambitions? Whether you’re aiming for an exit strategy in five years or creating a legacy, smart distribution is key.
- Luuk Elkhuizen -
International Sales Manager
BitesWeLove
The next step: Scale smarter
Distribution isn’t just about moving products—it’s about unlocking your brand’s full potential. If you’re ready to take your business to the next level, find a distributor who believes in your vision and has the tools to make it happen.