The Man of Many Pitches - How Does He Do It?
Getting face-time with buyers is often the most difficult part of the process. With more than 20 years of FMCG sales experience, a track record of being selected to meet buyers and helping challenger brands land listings across major retailers, wholesalers, airlines and foodservice operators, Mark Germain knows exactly what it takes to get buyers' attention. Ahead of Bread & Jam Fest 2026, we caught up with Mark to learn what makes a pitching application stand out, what buyers look for before a meeting and how brands can maximise their chances of getting in front of them.
Who is Mark Germain? Give us your pitch!
I’ve spent more than 20 years working in FMCG across senior sales roles within food and drink businesses in the UK and Europe. Over that time, I’ve developed a deep understanding of the UK retail landscape and built strong relationships with key stakeholders and buyers across the industry.
That experience, combined with a proactive approach and a relentless focus on results, has enabled me to successfully launch and grow challenger brands within major UK retailers. Today, I’m the co-founder of Launch Lab, a sales agency supporting ambitious food and drink brands looking to launch & grow across the UK and Europe.
Who have you pitched to at Bread & Jam?
Honestly, it’s probably easier to say who I haven’t pitched to through Bread & Jam!
Bread & Jam has consistently helped me create valuable buyer connections and open new opportunities over the years. Through the events, I’ve pitched to buyers across a wide range of channels, including:
Major grocers: Tesco, Sainsbury’s and Waitrose
Foodservice operators: Bidfood, Creed and Gate Gourmet
Premium retailers: Whole Foods Market, Planet Organic and Harrods
Online retailers: Ocado and Vegetarian Express
High street retailers: Co-op, Costcutter and Holland & Barrett
Forecourts: BP
Wholesalers: Diverse Fine Food and Cress Co
Airlines including Virgin Atlantic, easyJet and British Airways
What’s your secret to getting in front of buyers?
First and foremost, you need a great brand. Without strong products and a compelling proposition, it’s impossible to secure meaningful buyer interest.
Beyond that, understanding where the commercial opportunity sits for a retailer and communicating that clearly and concisely is essential. Buyers are incredibly busy and reviewing countless proposals every week, so brands need to stand out quickly. The most effective pitches focus on a few key points and showcase them with confidence and clarity.
What do you think buyers are really looking for?
That’s the golden question! Ultimately, it varies depending on the retailer, their customer demographic and the category strategy. But in general, buyers are looking for brands that can deliver meaningful commercial impact.
That usually means:
Incremental sales growth versus the current range
Strong category margins
Products that complement rather than cannibalise the existing assortment
Operational reliability and supply consistency
It’s also important to remember that buyers often move roles relatively quickly, so they’re looking for brands that can help them make an impact during their time in the category. That’s not to say that everything ends when a buyer moves on. I have created meaningful relationships with buyers that stand the test of time, regardless of where they work.
What should brands highlight in their pitching applications?
Keep it simple and commercially focused.
Brands should clearly communicate:
Proven demand or compelling sales data
Pricing structure
Fit with the retailer’s customer demographic
Clear USPs and differentiation from competitors
Marketing support that will drive awareness and footfall
Route-to-market strategy
Potential exclusivity opportunities
The clearer and more concise the pitch, the better. That’s sometimes where working with someone experienced can help - it’s not just about having a great product but marrying that with the contextual and industry knowledge to make a listing seamless.
How do you structure a 10-minute buyer meeting?
Simple and focused.
You want to leave enough time for buyer feedback, discussion and agreeing clear next steps. My structure is usually:
Quick introduction
Brand presentation
Buyer discussion and ranging opportunities
Follow-up plan
A good meeting should feel like the start of a conversation, not a hard sell. It is critical to build the pre-engagement before any meeting.
What does your follow-up process look like?
As you may have guessed by now, my philosophy is simple and authentic.
I always send a concise follow-up email after the meeting. Personally, I don’t think buyers want follow-up phone calls unless specifically requested.
The goal is to keep momentum going by offering samples, additional information and a deeper brand presentation where relevant.
What should brands have figured out before pitching?
Brands need to think beyond just having a great product. Buyers are measured against a wide range of criteria, so brands should come prepared with clear answers around:
Commercial viability and margins
Operational reliability
Sustainability credentials
Benchmark pricing versus competitors and other retailers
Supply chain readiness and route-to-market strategy
Having clarity around supply is especially important, as direct trading relationships are not always available to challenger brands early on.
How has Bread & Jam helped the brands that you work with?
In a world where brands are constantly competing for buyer attention, Bread & Jam creates a highly effective, and enjoyable, way to connect directly with decision-makers, outside of the usual cold outreach channels.
The biggest advantage is that buyers attend these events specifically looking for innovation and challenger brands. That mindset creates genuine opportunity.
Over the years, Bread & Jam has consistently helped me launch brands into major UK retailers and build long-term relationships across multiple channels. It’s been particularly valuable in helping me expand into areas where my network was previously more limited, including airline and innovation-led retail programmes.
I would strongly recommend Bread & Jam to any ambitious food and drink brand looking to grow and I’ll definitely continue using it for the brands I represent.
If you would like to get in contact with Mark, click here https://thelaunch-lab.co.uk/
Don’t miss the biggest event of the year for FMCG challenger brands! Bread & Jam Festival is back on 14th - 15th July
