ROOT TO MARKET
Leading marketing innovation and sales success
for natural and specialty food & beverage brands
ROOT TO MARKET
A Partnership of Trust
ROOT TO MARKET
Committed to your Brand’s Success
WHO WE ARE
We are a partnership of natural and specialty food and beverage experts and entrepreneurs with track records of success. We formed Root to Market to share our experience to help emerging natural and specialty food and beverage brands succeed in the marketplace.
WHAT MAKES US DIFFERENT
We put you on the map.
We’re all about having the right business strategies to take your brand to market and keep it there! We know how to go from 0 > 60 fast, how to grow sales and demand for your products, and how to create long-term value for your brand.
Through our extensive networks, we are armed with an arsenal of contacts that will help you to gain access to the markets and relationships that you need to grow your business.
We’re smart and intuitive.
And we’ve got decades of practical knowledge and insight that will help you to make better business decisions and stay on track in even the most challenging retail environments.
We work with a few select clients at a time. We dedicate our resources to your business so that you get exactly what you need when you need it. We believe that the best return on investment is your brand’s success!
Leadership & Expertise
For short- or long-term projects or retainer-based assignments, Root to Market consultants partner with your team to guide the development and implementation of your plans – from concept to market execution, or any phase along the way. We help you to build the organization, infrastructure and relationships that you need for the future success of your brand and business.
Pamela Gettinger Tucker
Pamela acquired her entrepreneurial chops when she founded Friuli Sorbet, Inc. and launched an award-winning brand. Since then, she has further honed her marketing and business strategy skills with start-ups and at Fortune 100 companies. With over twenty years of experience, Pamela is expert in discovering, defining and exploiting the value in a brand or business and leveraging that brand’s intrinsic value into commercial success.
While at Snapple Beverage Corporation, Ed saw the brand from its initial consumer introduction through the ultimate sale to Quaker Oats – a $1.7 billion deal! The Snapple acquisition earned Ed the reputation as a beverage sales guru, and landed him in key positions at Seagrams, Nestle and Del Monte Foods. After thirty plus years, Ed is now sharing his CPG expertise with emerging and growing brands, sharing with them his thorough understanding of start-ups, and the paths to sustained growth or acquisition.
Barbara has an extensive record of achievement in the management of corporate supply chain operations in the food & beverage industry. Her expertise is in logistics, procurement, and distribution of raw materials and finished goods, including co-packer, company-owned manufacturing, eCommerce fulfillment, and contract manufacturing environments. Barb has held senior positions in logistics and operations at Rao’s Specialty Foods, Barrie House Coffee Company, New Leaf Iced Tea and Iceland Spring Water. Most recently Barb has focused her expertise on plant-based startups.
Root to Market Consulting
Just what you need
when you need it
Root To Market partners join your team for a period of time in leadership roles to help you build the organization you need to be successful in the marketplace — from aligning your existing organization with your mission, vision and goals to planning and executing strategies for increasing market share, engagement and brand equity.
- Strategic Planning
- Financial Planning
- Brand Management
- QA & Compliance
- Due Diligence
Root to Market’s proprietary B3O Services — Brand-Building & Back Office — are the perfect outsourced solution for many of your essential business needs. Working directly with us, or with our affiliate partners, Root to Market provides these services on a contract, project, or hourly basis depending on your needs.
- Customer Set Up
- Promotions Planning
- Demo Coordination
- Social Media Community Management
- Digital Marketing
- Certifications & Trade Applications
- Amazon Marketplace
- Trade Show Planning
- Deductions Reconciliation
As President of Koala Springs, Ed Newman initiated and consummated the profitable sale of Koala Springs to Nestle Beverage.
At Nestle Beverage, Ed launched a new DSD business unit and within 90 days of product introduction achieved 100% ACV distribution of Nescafe iced coffee in test markets generating $12 million in sales within 12 months.
As VP of Sales at Snapple Beverages, Ed Newman established the original sales and distributor network for Snapple® in the US and Canada, and achieved revenues in excess of $750 million within five years! Ed led the sales development of Snapple® from its initial consumer introduction in the late 1980’s, through an IPO, to the ultimate sale in 1994 to Quaker Oats for $1.7 billion!
In early 2018, Pamela & Ed met the founders of unearthed® at a trade show where they were introducing their imported olives and cheeses to the US. With the help of Root to Market, within months unearthed® was launched in the US with an exclusive in Fairway Markets in NYC. The brand has since been picked up by wholesalers and distributors nationwide, and is on track for authorizations in a number of the country’s leading retailers! Stay tuned for updates. This brand will be big!
In the early 1990’s, Pamela Gettinger Tucker created and marketed Friuli®, a line of award-winning sorbets, to consumers across the US. Friuli® was an entrepreneur’s dream come true – from timing the market right for the launch of a natural, better-for-you ice cream alternative, to rapidly gaining market share, admiration, and respect for the brand. After nearly a decade of shepherding steady growth and expansion in both retail and foodservice, Pamela’s pioneering efforts in sorbet were rewarded in 1999 with the profitable sale of Friuli® Sorbet, Inc. to TRC Brands.
“It was approaching year-end, Rao’s busiest season, and we were in need of marketing support to help us meet our goals. Pamela understood our objectives immediately and got right to work on a consumer-facing, focused direct marketing campaign that resulted in an increase in web sales of nearly 30%! It was critical for us to meet our goals, and Pamela was an integral part of making that happen. What I love about working with Pamela, and the team at Root to Market, is that they always get the job done!”
VP of Operations
Rao’s Specialty Foods, Inc.
“When we met Pamela, we’d just started selling our sorbets at farmer’s markets and independent food stores in metro New York. We were really newbies – we knew we had a great, innovative product, but we didn’t know much about the natural & specialty food business, or how best to take our product to market. We were ‘all over the place,’ Pamela told us. That’s where she really made the biggest impact; she got us to focus on retail and worked with us to develop an actionable go-to-market plan. By then, she was acting like a partner and we treated her like one – seeking her counsel on all things from product formulations, packaging, testing consumer preferences, marketing strategy, brand promise, and so much more! I don’t know if we’d be where we are today – a leading national sorbet brand — without Pamela’s pioneering efforts, loyalty and dedication to our brand.”
Nicole Cardone + Deborah Gorman, co-founders, SorBabes®
READS & RESOURCES
June 12, 2019
Naturally Chicago Insights Series: Mastering Your Content Strategy with Simple Mills
January 16, 2019
Grocery Retail Vocabulary for Emerging Brands
September 18, 2018
Amazon is top threat, disruptor to supermarkets
August 15, 2018
Good Advice: Prepare for a Trade Show (or presentation)
August 03, 2018
Why Retail Distribution is Broken
June 19, 2018
America’s Favorite Market