Winning Pitches with RangeMe & ECRM

Joe Tarnowski
  • 3.0 (4)
  • Entrepreneurship
  • Updated Weekly

Stories, insights & advice from Retail & Foodservice Pros.Every day, RangeMe and ECRM empower brands and buyers from retail and foodservice industries to make connections that matter. Now, we're collecting stories, insights, and advice from the entrepreneurs and professionals who are shaping markets today to help you grow your business tomorrow.

  1. 4d ago

    Episode #48 RangeMe/ECRM - Winning Pitches - Osia

    In this episode, the co-founders of Osia, Isabella Hoag and Gabriel Walsh join ECRM’s Joseph Tarnowski to share the journey of their functional, non-alcoholic beverage brand. They highlight its origins as beverages served at events hosted by Hoag’s local event company, to its recent retail wins from RangeMe, including being listed as one of the RangeMe Top Brands in Food & Beverage, and a Golden Ticket win from KeHE’s Trendfinders.  Osia’s Origin Story: From Kitchen Mocktails to Manufacturing The brand began unexpectedly when Isabella Hoag, coming from a design background, started crafting mocktails for friends while she wasn't drinking alcohol. The venture evolved through several stages: Organic Demand: The drinks gained a following at events, leading to a pop-up non-alcoholic bar company.Product Testing: Thousands of people provided feedback on the recipes during these events.The Transition: Encouraged by Gabriel Walsh – who brought technical experience from the aerospace and canning industry – the duo decided to scale by moving into manufacturing.Naming the Brand: The name Osia is a streamlined version of Ambrosia, a word both founders had independently envisioned for a beverage company years before they met. The Functional Beverage Lineup  Osia focuses on "moods" rather than just flavors; using clean, plant-based ingredients without alcohol, caffeine or THC. Its four core products include:  Boost: A citrusy, energizing blend featuring rhodiola and ginseng for mental clarity without jitters.Ease: Their top-selling relaxing beverage made with tart cherry (which naturally produces melatonin), juniper berry, and lemon balm.Passion: A stimulating, aphrodisiac-inspired drink using damiana and prickly pear.Bliss: A light, tropical "in-between" mood featuring yuzu, pineapple, and rhodiola for balanced relaxation.Branding and Retail Strategy  The founders emphasize a "bootstrapped" approach, handling everything from formulation to photography in-house.  Intentional Design: The packaging uses a minimalist, off-white aesthetic with the logo at the bottom to "throw people off" and stand out on crowded retail shelves.Retail Wins: After starting with local deliveries from their own car, the brand landed Total Wine in January and was recently selected as a KeHE Golden Ticket brand through RangeMe.RangeMe Success: Gabriel highlights the importance of regularly updating their profile, noting that a simple update led a previously uninterested retailer to request samples. Advice for New Founders Reflecting on their journey, Isabella and Gabriel offer two key pieces of advice for entrepreneurs: Persistence: Simply "don't quit" when facing the "wall after wall" of the CPG industry.Self-Care: Work hard, but don't be too hard on yourself, as "everything plays out the way it's supposed to".

    45 min

  2. May 19

    Episode #47 RangeMe/ECRM - Winning Pitches - Desert Diamond Casinos

    In this episode, ECRM’s Joseph Tarnowski sits down with Belal Rajab, the Executive Chef for Desert Diamond Casinos in Arizona. With over 30 years of culinary experience spanning from the Middle East to the American Southwest, Chef Belal oversees a massive operation including nearly 20 diverse restaurants. From high-speed food courts to fine-dining steakhouses and large-scale banquets, he shares his secrets for maintaining quality across a high-volume landscape. What You’ll Learn in This Episode: The Global Journey of a Chef: How Chef Belal worked his way from Iraq and Jordan to leading royal hotels and major American casinos.Managing Diversity in Dining: The logistics of overseeing 20 different venues, including sports bars, steakhouses, and food courts.Hiring for the Right Fit: Why a banquet chef is a totally different hire compared to a steakhouse or casual dining chef.Agility and Dietary Trends: How the casino adapts to new tastes and the increasing demand for gluten-free and vegetarian options.Community Impact: Chef Belal’s experience doing "ride-alongs" with firefighters to teach them healthy, fast-paced cooking and food safety.Embracing the "Wow” Factor: Why social media-friendly items like 40-ounce Tomahawk steaks and Matcha Tiramisu are essential for modern guest engagement.New Vendors: Chef Belal shares what he looks for when meeting new vendors, emphasizing that 90% of his menu is made in-house. He highlights the importance of suppliers doing their research and understanding the unique tribal casino licensing requirements before they even hit the meeting table.Seasonal Menu Refreshes: To keep the experience fresh for both locals and visitors, the casino changes its menus four times a year to prioritize seasonal ingredients.

    22 min

  3. May 12

    Episode #46 RangeMe/ECRM - Winning Pitches - Food Biz Wiz

    Muhammad Ali believed that the fight was won or lost long before entering the ring, decided by preparation on the road and in the gym. He used mental warfare, trash talk, and immense confidence to dominate opponents mentally before the first bell. The same goes for buyer meetings. Often the buyer makes a decision based on initial impressions before the actual meeting even gets going.  In this episode, ECRM’s Joseph Tarnowski sits down with Alli Ball, a former supermarket buyer and founder of Food Biz Wiz, to discuss the critical moments that define a brand's success with retail buyers. While many founders obsess over their actual pitch, Alli argues that the initial impression is formed through your email outreach, digital RangeMe profile, and the first 60 seconds of face-to-face interaction. During their discussion, you’ll learn how to put your best foot forward and gain an edge before the formal meeting even begins!  Key Highlights from the Conversation:  The Pre-Meeting Impression: Buyers begin judging your brand the moment they see your RangeMe profile, sell sheet, or initial email outreach. Alli emphasizes the importance of using "wholesale language" rather than recycling consumer-facing marketing copy from your website.The Power of Non-Verbal Cues: Learn why subtle gestures like eye contact, showing open palms to signal trust, and standing up to greet a buyer can re-energize a tired category manager.The "Five Ps" of Snap Judgments: Alli breaks down the intuitive checklist every buyer runs through when approaching your table:Product & Packaging: Is it shelf-ready and durable?Pricing: Does the margin make sense for the category?Placement: Where does this literally sit in the store?Promotion: Is the brand taking responsibility for driving off-shelf sales?Purchasing: What are the lead times and distribution methods?The Goldilocks Pitching Method: Avoid being too soft (rambling about your story) or too hard (acting like a sales robot). Discover how to act as a host who leads the conversation with confidence.AI with a Human Touch: While AI tools are useful for drafting emails or creating shelf mockups, Alli and Joe warn against AI fluff that erodes personal connection.

    53 min

  4. May 5

    Episode #45 RangeMe/ECRM - Winning Pitches - PDG Insights

    Private label has become a destination – not a trade-down. But as shoppers evolve, so do their expectations for value, experience, and cultural relevance. In this episode, Joseph Tarnowski sits down with consumer strategist Diana Leza Sheehan of PDG Insights, who breaks down the most important shifts in shopper sentiment shaping private brand growth in 2026 and beyond.  Among the insights you’ll learn: The New Value Equation: Why shoppers no longer define value by price alone and how expectations around quality, transparency, and purpose are reshaping private label loyalty.The Emotional Drivers Behind Choice: Fresh insights into the motivations influencing trial and repeat purchases, including trust, retailer identity, and the expanding role of premium store brand experiences.The Rising Influence of Culture & Identity: How growth consumers, including Latino and Millennial shoppers, are redefining flavor, authenticity, and brand connection, and what this means for innovation and collaboration.Perfect for both retailers and manufacturers, this discussion translates shopper sentiment into clear strategic actions that strengthen private brand programs and partnerships!

    24 min

  5. Apr 28

    Episode #44 RangeMe/ECRM - Winning Pitches - CatTongue Grips

    In this episode, ECRM’s Joseph Tarnowski speaks with Matt Kelly and Scott Sommers from CatTongue Grips, a company dedicated to helping people "do epic shit" by providing a better grip on everyday items. CatTongue Grips shares the journey of how a homemade hack for a cell phone grip turned into a patented product to help older consumers maintain their independence –  and landed them an award and a deal at ECRM's Home Health Care Session. What You’ll Learn in This Episode: The Origin of Gription: How a slippery smartphone and a scratchy piece of skateboard tape led to a two-and-a-half-year mission to create the perfect non-abrasive, recyclable gripping material.Product Versatility: An overview of CatTongue Grip’s line of products, including Gription tape for utensils, bathtubs, and other areas of the house, Gription pads for laptops and cutting boards, and even glow-in-the-dark products for nighttime safety.The Aging in Place Market: Why CatTongue Grips is prioritizing physical retail to reach the aging demographic looking for independent living solutions.Winning at ECRM: Inside the strategy that led to the brand’s Buyer's Choice Award and its recent onboarding with Cencora to reach independent pharmacies.Scaling for Growth: How this woman-owned business leverages a U.S.-based supply chain to support massive retail distribution and innovative marketing like geofenced Connected TV ads.

    37 min

  6. Apr 21

    Episode #43 RangeMe/ECRM - Winning Pitches - Industrias T.TAiO

    In this episode, ECRM’s Joseph Tarnowski sits down with Emilio Smeke from Industrias T.TAiO, a company with a fascinating origin story that has recently seen explosive growth through the power of viral social media. From manufacturing kids' clothing to becoming a global powerhouse in personal care products, Emilio shares how a single organic TikTok video transformed the brand’s production from 40,000 pieces per week to a staggering 200,000 pieces per day. Emilio unpacks some of the strategies behind the brand’s viral success and how they are strategically leveraging digital content to drive massive foot traffic to brick-and-mortar retailers like CVS, Walmart, and HEB. What You’ll Learn in This Episode: The "Lemonade" Origin Story: How a devastating earthquake in 1985 led a clothing manufacturer to accidentally discover its future in bath scrubbers.The Anatomy of a Viral Hit: The story of Esponjabon, the soap-filled sponge that cleared a user's acne and sent the internet into a frenzy.Founder-Led Content: Why Emilio’s authentic, self-recorded journey to a retailer in Budapest garnered 6 million views and outperformed high-budget productions.TikTok Strategy for Retail: A breakdown of how to use TikTok Shop affiliates and in-house content creators to support physical store sales.The Power of Authenticity: Why T.TAiO chooses to work with influencers who already love the product rather than just paying for reach.Advice for the Modern Brand: Emilio shares his insights from 25 ECRM sessions on building long-term retail relationships and the importance of thorough follow-ups.

    25 min

  7. Apr 14

    Episode #42 RangeMe/ECRM - Winning Pitches - Fresh Scents

    In this episode, ECRM’s Joseph Tarnowski sits down with Fresh Scent’s Andrew Allen to dive deep into the topic of developing strong retail partnerships, specifically focusing on what buyers actually need from brands to get (and stay) on the shelf. During the discussion, they examine three pillars of a successful buyer-supplier relationship: Transparency, Service, and Expertise, and how each impacts your retail engagement.  Key Takeaways: The Power of Radical Transparency: Andrew discusses why brands get points for being honest about their limitations. Rather than hiding weaknesses, being transparent about your capabilities builds long-term trust and allows buyers to rely on you as a true partner.Defining the "Two-Way Street": It’s not just on the brand; retailers need to be clear about their priorities. Andrew shares a brilliant question every brand should ask their buyer: "What’s most important to you—margin, velocity, or differentiation?".Mastering Patient Persistence: Buyers are barraged with emails and meetings. The secret to a successful follow-up is staying pleasantly persistent without being a nuisance, providing value with every touchpoint, and knowing when to give the buyer an out.The Importance of Incrementality: Understanding category dynamics and incrementality is what separates amateur brands from pros. Andrew explains how to prove your product is adding new growth to a category rather than just swapping one SKU for another.

    17 min

  8. Apr 7

    Episode #41 RangeMe/ECRM - Winning Pitches - Ballard House

    Amazon is a competitive landscape where brands often find themselves navigating a maze of shifting fees and algorithmic hurdles. In this episode, Anders Carlson, Co-Founder of Ballard House joins ECRM’s Joseph Tarnowski to share how his company acts as a force multiplier for brands looking to thrive in the marketplace without the traditional agency headaches. Unlike standard agencies that charge retainers or a percentage of ad spend, Ballard House operates as an exclusive retail buyer. They take possession of inventory, share the risk, and align their success directly with the brand's growth.  Among the topics discussed: The Ballard House Model: Why having skin in the game by purchasing inventory creates better incentive alignment than a traditional agency-client relationship.Avoiding Costly Foundations: How proper merchandising—like creating three-packs instead of single units—can save a brand from tripling its shipping fees.Navigating Logistics: Overcoming the inbound placement fee and utilizing Ballard House’s own trucking lines to achieve economies of scale.The "Amazon Whisperer" Strategy: Understanding how to talk to the algorithm to build and maintain sales momentum.The 3 P's of Partnership: The specific criteria Ballard House uses to select partners: People, Product, and Potential.

    24 min
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Stories, insights & advice from Retail & Foodservice Pros.Every day, RangeMe and ECRM empower brands and buyers from retail and foodservice industries to make connections that matter. Now, we're collecting stories, insights, and advice from the entrepreneurs and professionals who are shaping markets today to help you grow your business tomorrow.

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