How to Successfully Launch Your Brand in a Big-Box Retailer
Launching inside a major retailer is one of the biggest milestones for any CPG brand — but getting there (and staying there) takes strategy, timing, and a deep understanding of how the industry works.
For this session, we’re bringing in someone who’s been in the trenches and built the blueprint.
Meet Our Guest: Cole Pennington
Cole is the founder of Proud Impact Collective, a company rooted in helping sustainable, mission-driven brands break into retail and grow the right way. Before starting PIC, Cole spent eight years helping build Proud Source Water into a $50M brand, eventually taking it all the way to a successful exit.
He also carries the legacy of his father, Carl Pennington — founder of The Impact Group — one of the most respected names in the CPG brokerage world. That history, paired with Cole’s hands-on experience, gives him a rare perspective on what it really takes to win in big box retail.
What We’ll Cover
This session will break down the real playbook for getting your brand into national retailers — and making sure it actually survives there.
You’ll learn:
What retailers look for when evaluating emerging brands
How to position your product for long-term success (not just a one-time placement)
What goes into a rock-solid retail launch plan
How to avoid the most common (and expensive) mistakes founders make
Why sustainability and mission-driven branding matter more than ever
When to bring on a brokerage partner — and what a strong partner should actually do for you
Cole will also share insights from building Proud Source Water from scratch, navigating growth, and eventually scaling it into a nationally recognized, purpose-driven brand.
Who This Is For
This is perfect for:
Founders aiming for Whole Foods, Target, Sprouts, Costco, Walmart, or other big retailers
Consumer brands working toward scale
Mission-based companies focused on sustainability, quality, and impact
Anyone ready to build a retail strategy backed by real expertise
Why You Shouldn’t Miss This
Big-box retail is crowded and competitive. Having the right guidance — especially from someone who actually built and exited a major CPG brand — can save you years of trial and error.
If you’re a brand with purpose and want to make a real impact, this session will help you understand the path forward.
Event Details
📅 November 20th
⏰ 12pm PST
📍 Virtual – Live on Zoom
🔗 RSVP Link: https://luma.com/132zcsgl