Mitch Gould Outlines Strategy for Brands to Secure Retail Placement with Major U.S. Retailers
Nutrition expert and distribution strategist Mitch Gould shares the operational and strategic pillars behind successful retail entry into major U.S. chains like Walmart, Target, and Amazon.
Mitch Gould, a nutrition expert and retail distribution strategist with over three decades of experience, is offering insights into how brands can secure placement with major U.S. retailers. Gould, founder and CEO of Nutritional Products International (NPI), has helped numerous international and emerging brands navigate the complexities of entering the U.S. market, achieving placements with retail giants including Walmart, Target, Costco, GNC, CVS, Walgreens, 7-Eleven, Home Depot, Lowe’s, and Amazon.
Gould’s approach, known as the Evolution of Distribution platform, is designed to streamline market entry while reducing operational and strategic barriers. The model focuses on several core pillars: global logistics and U.S. market entry, product readiness and regulatory alignment, market positioning and brand strategy, retail and eCommerce placement, and post-placement marketing and demand generation.
According to Gould, one of the biggest misconceptions among brands is that retail success begins with pitching buyers. In reality, successful retail programs start long before the first buyer meeting. “Retailers want to know that you understand logistics, inventory management, pricing strategy, consumer demand, compliance, marketing support, and long-term brand positioning,” Gould said. “Successful retail placement requires preparation, infrastructure, and execution.”
Gould emphasized that retailers are constantly evaluating risk. If a company is not operationally prepared, if the pricing structure is unrealistic, if product positioning is unclear, or if there is no long-term marketing support, the opportunity often ends before it begins. The Evolution of Distribution model addresses these concerns by managing international transportation, port coordination, customs handling, and warehouse intake, ensuring products move seamlessly from overseas manufacturing into the U.S. distribution system.
Before products are introduced to buyers, NPI evaluates formulation, labeling, pricing, and marketing claims to ensure alignment with FDA, OTC, and retail standards. The company also works with brands to refine category positioning, packaging, and messaging so products resonate with U.S. consumers and retail buyers. Leveraging decades of relationships across the retail ecosystem, NPI introduces brands directly to buyers at major retailers, specialty chains, pharmacies, and leading e-commerce platforms, including Amazon and direct-to-consumer channels.
Once products reach store shelves or online marketplaces, NPI activates coordinated marketing initiatives through partner agencies to build consumer awareness, drive sales velocity, and support long-term brand growth. Gould noted that while retail channels continue evolving, the core fundamentals of successful distribution remain largely unchanged: operational readiness, consumer demand, consistency, and the ability to support growth at scale.
Gould is widely recognized for helping support the early growth of Amazon’s sports nutrition category during its formative years, contributing to the evolution of online nutrition retail as consumer purchasing habits shifted toward eCommerce. His work has centered on bringing performance-focused products to a broader consumer audience across major retail and e-commerce platforms.
“The United States remains the largest consumer market in the world,” Gould said. “But entering it successfully requires more than simply shipping products overseas. Companies need a complete strategy that connects logistics, retail readiness, distribution, and marketing into one coordinated system.”