The Scaling Series I Retailer Collabs: Make Them Happen & Make Them Successful

​A successful brand/retailer partnership can take many forms, one of which is co-creation of new products and exclusive launches. Chris Manca, Whole Foods Market’s Global Category Merchant for Frozen, and Michelle Jimenez from The Pizza Cupcake will discuss their path to getting to this place. What leads up to it from both the brand's and the retailer’s perspectives?  As a brand, how do you manage the opportunity while also juggling the rest of your retail relationships? What’s the retailer’s perspective on value of doing these kinds of launches and how are they managed from that side?