| Category | Plant-based supplements |
|---|---|
| Origin market | United States |
| Channels | Retail buyer programmes · e-commerce |
| Scope | ECRM representation · e-commerce placement |
| Disclosure | Named, with client consent |
Ground Based Nutrition produces clean plant-based supplements formulated from organic whole food sources rather than isolated synthetics — a formulation philosophy with a specific and growing audience.
Clean-label positioning is valuable in precisely the accounts that screen for it, and close to worthless in the ones that do not. The commercial question was which buyers to spend time in front of.
A differentiated formulation is only differentiating to someone qualified to notice. In mass retail, organic whole food sourcing is a line on a sell sheet. In natural and specialty, it is the reason a buyer takes the meeting.
The difficulty is that natural and specialty buyers are the hardest to reach cold, precisely because every clean-label brand in the country wants their attention.
Use structured buyer programmes rather than cold outreach. ECRM programmes put suppliers in front of category buyers in scheduled sessions, which converts the access problem from a matter of persistence into a matter of preparation — and preparation is something a brand can control.
Run e-commerce in parallel to generate the velocity evidence those buyers ask for, so the meeting has something behind it.
The brand was represented at ECRM buyer programmes and secured e-commerce placement, reaching the category buyers whose standards the formulation was built for rather than spending the engagement on accounts where the differentiation would not register.
In their own words
A clean-label brand describing what changed once it was in front of buyers whose category standards screen for exactly what it makes.
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