Beyond the sale: How retailer feedback drives real food and drinks brand growth

Mash Chiles
Aug 4
4 min read

Sales matter, but retailer feedback builds brands

For growing food and drink brands, sales are the lifeblood. Every order helps prove the concept, unlock new listings, and fuel growth. At Gourmet Partners and Brand Builders, we understand that deeply, and we work hard to deliver it.

But behind every order, there’s a deeper layer unfolding. It’s in the conversations happening on the shop floor: a buyer’s quick comment after tasting something new, the way a shelf-stacker talks about packaging, or how often a product gets forgotten in customer recommendations. These insights don’t always show up in sales reports—but they’re usually the key to long-term retail success.

In this article, we’ll demonstrate how field sales conversations, real-world sampling, and retailer feedback enable the brands we work with to make informed decisions, refine their products, and grow sustainably.

1. What retailers are really saying (and why it matters)

Not every great product gets the attention it deserves. Sometimes it’s timing. Sometimes it’s pricing. But often, it’s the subtler signals, like how a buyer feels about a brand, or what their team experiences handling your product day-to-day.

Our field sales team regularly visits independent retailers, delis, farm shops, and food halls across the UK. These store owners and staff know their customers intimately. They see what gets picked up and what gets left behind. And they offer feedback you won’t find in a spreadsheet:

“It’s gorgeous, but we don’t have space for that packaging shape.”

“Great flavour, but the label wasn’t legible from the shelf.”

“It’s good, but no one on the team remembered to recommend it—it didn’t feel like a hero product.”

These are the kinds of insights that help brands refine their offer, whether that’s simplifying design, clarifying messaging, or repositioning a SKU.

2. Field sales with purpose: Building retailer relationships that matter

Our sales team isn’t just out collecting orders. Nathaniel, Deanna and Anis are known and trusted by the retailers they visit. They’re invited in for a chat, often offered a cuppa, and welcomed as part of the shop’s ecosystem.

Because of that trust, we receive feedback that’s honest, detailed, and constructive. Retailers know we’re not just trying to “sell in”—we’re there to help what’s already on the shelf succeed. That might mean:

Recommending a stronger shelf position
Supplying impactful POS materials
Adjusting the product mix based on sell-through

This type of in-person engagement is hard to replicate through email or cold calling. It’s powered by consistency, curiosity, and care.

3. De-risking new products: The Brand Builders sampling service

Retailers are cautious about trying new products, especially when space is tight and expectations are high. That’s why we created our Retailer Sampling Service: a low-pressure way for store owners to try products in real conditions before committing to stock.

Here’s how it works:

We hand-pick products suited to each retailer’s profile
We send samples directly to the shop—no cost, no admin
Retailers test and taste in their own time, often involving their team and regular customers

The result? Honest, real-world feedback that can shape everything from pack design to pricing confidence. Here’s what we often hear:

“This flew off the tasting tray—do you have other flavours?”

“Loved the product, but the labels peeled off in the chiller.”

“Nice, but not different enough from what we already carry.”

This service helps brands make better-informed decisions before a wider retail pitch—and gives retailers confidence in what they bring in.

4. Turning retailer feedback into brand growth

Retailer feedback isn’t always flattering, and that’s exactly why it’s useful.

We’ve seen brands make small packaging tweaks that dramatically improved shelf standout. We’ve seen SKUs refocused based on what staff remembered to mention. And we’ve seen listings grow because an initial trial helped shape a more compelling story.

One ambient brand we work with, for example, discovered that their secondary pack size confused both customers and staff. Sales weren’t terrible, but they were sluggish. Because the insight came early through our sampling service, the brand had time to redesign packaging before pitching to a national chain. That one tweak helped secure a major listing six months later.

For challenger brands, small insights often lead to big wins.

5. Final thoughts: Retailer feedback is a growth strategy

In a competitive food and drink market, listening is a growth strategy.

At Gourmet Partners and Brand Builders, we help brands go beyond short-term sales and build long-term traction by collecting, analysing and acting on retailer feedback. Whether through our in-person field sales team or our Retailer Sampling Service, we’re constantly gathering insight from the people closest to your end customers.

When retailers feel heard, they become more than stockists—they become allies in your growth. And when brands act on feedback, they don’t just improve products, they build trust, loyalty, and momentum.

Let’s talk: Ready to get closer to your customers?

Want to understand how your product performs in real-world retail? Or how buyers really feel about your range?

Let’s talk about how our field sales team and sampling service can help you sharpen your offer, strengthen your presence, and scale with confidence.