Alliance Sales and Marketing was founded fifteen years ago in Charlotte, North Carolina. Since our inception in 2004, we’ve grown startups into household names, reinvigorated legacy brands, opened over a dozen offices nationwide, and given back to our local communities through our corporate volunteer program, Alliance Cares. Our passion and our people have powered our […]
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2019 Expo East Trends
Natural Products Expo East wrapped up earlier this month with over 1,550 brands presenting to an estimated 29,000 attendees about the latest and greatest innovations in natural foods and beverages. The annual organic and natural food convention was held again this year at Baltimore Convention Center, though next year will be the first year in Philadelphia. Several Alliance Natural associates […]
What Are The Benefits of a Product Line Extension?
If your food brand is performing well in a product category on grocery store shelves, you may be wondering if it’s time to launch a product line extension. Extending your product line has several strategic benefits including increased profits, customer loyalty, and brand visibility. Line Extension vs. Brand Extension Before diving into this topic, it’s […]
How to Launch a Food Product
Launching a food product requires a product-market fit, a sustainable profit margin, a brand that differentiates you from your competition, and a strong marketing plan. There are several things to consider before embarking on your journey to startup success: Why are you creating this product? What category are you launching in? What’s in your ingredients […]
A Roadmap to Rebranding Your Company
Companies consider a rebrand because, over time, perceptions change, people change, and ideas change. The brand identity that you developed when you launched may no longer be resonating with your target audience. There are several reasons for a food or beverage brand to consider rebranding as part of their business strategy. When to Consider a […]
What is a Food Broker?
A food broker’s goal is to get your product on the shelf at grocery stores and help you market your product to customers. Alliance Sales and Marketing is a national food broker, headquartered in Charlotte, North Carolina, that represents conventional and natural supermarkets and grocery stores from coast to coast. As a food broker, we […]