- Scott Romano
"Retailers don't reward distribution.
They reward performance.”
I help founders of emerging CPG brands struggling to hit retail velocities build a comprehensive 90-day action plan designed to increase units per store per week by 20–30%, protect current distribution and build the performance needed to earn more.
34 Years of Grocery Leadership | 1,000+ Brand Launches | Retailer-First Strategy
Getting on the Shelf Isn't the Finish Line.
It's where the real work begins.
You've earned distribution.
Now you have to prove you deserve to keep it.
Retailers expect performance.
Low velocity, inconsistent execution, limited consumer demand, out-of-stocks, ineffective promotions, and expanding too quickly can turn a major retail win into a costly problem.
The brands that win don't just get on the shelf.
They build a strategy to perform once they're there.
That's where Vital Forage comes in
Turn Retail Distribution Into Retail Performance.
Vital Forage helps emerging CPG founders identify what's holding back retail performance and build a focused action plan to fix it.
Through the Vital Forage 90-Day Retail Velocity Framework, we evaluate the critical drivers of your retail business, prioritize the opportunities with the greatest impact, and build a clear roadmap designed to increase velocity, strengthen existing distribution, and create the foundation for sustainable growth.
DISCOVER
Define the Opportunity
Identify the gaps, opportunities, and root causes affecting retail performance.
DEVELOP
Design the Strategy
Prioritize the actions most likely to improve velocity and strengthen the business.
DELIVER
Drive the Results
Turn strategy into a focused 90-day action plan with clear priorities and measurable objectives.
Retail Strategy Built From the Retailer's Side of the Table.
For 34 years, I've worked inside the grocery industry helping make the same decisions emerging brands are trying to influence today.
I've evaluated products, worked alongside buyers and category leaders, led retail operations, and helped launch more than 1,000 emerging brands.
Vital Forage brings that retailer-side experience directly to founders, helping you understand what retailers expect, identify what may be holding your brand back, and make better decisions before those decisions become expensive mistakes.
34 YEARS
Grocery Leadership Experience
1,000+
Emerging Brand Launches
RETAILER-SIDE
Experience Sprouts & Albertsons
You don't need more opinions.
You need to understand how the retailer sees your business.
Build the Business Behind the Brand.
Great products don't build successful retail businesses by themselves.
Vital Forage works with founders across the critical areas that determine whether a brand is ready to launch, equipped to perform, and prepared to grow.
RETAIL READINESS
Assess where your brand stands and identify the gaps that could limit retail success.
RETAIL VELOCITY
Build strategies around the drivers that increase units per store per week and protect distribution.
CONSUMER DEMAND
Turn awareness, trial, sampling, promotions and marketing into measurable retail performance.
RETAIL EXPANSION
Determine where, when and how to add distribution without growing faster than the business can support.
RETAIL EXECUTION
Strengthen the strategy behind retailer relationships, distributor performance and store-level execution.
SCALABLE GROWTH
Build the pricing, margins, forecasting, assortment and operational foundation needed to grow sustainably.
Not sure where the biggest opportunity is?
That's exactly what we'll identify during your complimentary Retail Growth Assessment.
Retail Experience Is Valuable. Results Make It Matter.
Helping emerging brands turn retail opportunities into stronger execution, better decisions, and sustainable growth.
“I encourage any founder interested in either getting into Sprouts or who is already in Sprouts but wants to make sure you can hold the shelf that you reach out for Scott and his free 30-minute consultation. We hired him to help Proda navigate the Sprouts organization as we launched nationwide in April, and it was one of the best decisions that Proda has made to date! Please reach out for him, you wont regret it!”
Jeff Church
Co-Founder of Proda, Former Co-Founder of Suja
“We absolutely love working with Scott. He has such an incredible pulse on the CPG and wellness market and understands what we need to optimize with our brand SuperMush. He has amazing relationships with retailers and we've only been working with him for a few months but are already seeing so many positive improvements. We would highly recommend any CPG brand partner with him for retail growth.”
Alli Schaper
Co-Founder & CEO at SuperMush
“As we approached our milestone launch with Sprouts, we brought on Vital Forage to guide us through the head office communication, complex logistical tasks, internal pricing reviews, and profitability analysis. With so many departments and moving parts involved in a national launch, we knew we had an ace in Scott from day one. His deep connections within Sprouts HQ made the entire process remarkably seamless; he navigated internal relationships with ease and kept everyone aligned. Scott built out a clear 90-day plan that hit all our marks and kept us moving forward with confidence through launch and beyond. Since then, we have successfully launched 5 sku’s, nationwide and are excited for the future and momentum Scott was able to foster. I'd happily endorse Vital Forage to any other brands that are looking to plan an initial proposal to Sprouts, or mapping out a future launch.”
Alex Ramirez
Sr. Manager - National Sales US GURU Beverage Co.
Built for Emerging Brands Ready to Win at Retail.
Vital Forage works with founder-led emerging food and beverage brands preparing to launch into natural retail or building their business through the early stages of retail distribution.
This Is For You If...
✓ You've earned retail distribution but aren't achieving the velocity you expected.
✓ You're preparing for a major retail launch and want to get it right the first time.
✓ You're expanding distribution but aren't sure the business is ready for more doors.
✓ You need to increase consumer trial, repeat purchase, and store-level performance.
✓ You're struggling with retailer, distributor, pricing, margin, assortment, or execution decisions.
✓ You want an experienced retail strategist helping you make better decisions, not another broker managing your accounts.
A great product gets you considered. A great retail strategy helps you stay on the shelf.
34 Years on the Retail Side. Now on Yours.
Before founding Vital Forage, I spent 34 years in the grocery industry, including leadership roles with Sprouts Farmers Market and Albertsons.
During my 16 years at Sprouts, I worked closely with emerging brands, buyers, category leaders, and retail teams helping evaluate, launch, and grow innovative products across the business.
I've been involved with more than 1,000 emerging brand launches, giving me a front-row seat to what separates brands that earn lasting distribution from those that struggle after getting on the shelf.
Today, I bring that experience directly to founders through Vital Forage.
My role isn't to run your business for you.
It's to help you see the decisions ahead through the eyes of the retailer and make better ones.
34+ Years Grocery Retail Experience Natural & Conventional
Sprouts & Albertsons
Established Sprouts as the industry's preferred launch retailer for emerging CPG brands
More than 1,000 New Item Launches
Industry Influence: Newtopia, BevNET, Brandjectory, Lighthouse Navigator Foundation, Venture Fuel
Many more…
“What an incredible run you've had there Scott Romano, so many ripples of positive impact have come from your work and discoveries and platforming of incredible products, innovation, and entrepreneurs in this space.”
John Foraker
Co-Founder & CEO, Once Upon a Farm
FAQ
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Start by scheduling a complimentary 30-minute Retail Growth Assessment.
We'll discuss where your brand is today, the retail challenges you're facing, and the opportunities that may have the greatest impact on performance and growth.
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Every engagement is built around the needs, priorities, and stage of the brand.
Following your Retail Growth Assessment, I'll recommend the scope and engagement structure that I believe best fits the opportunity.
No pressure. No unnecessary services. Just a clear recommendation based on what your business actually needs.
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Most Vital Forage advisory engagements are structured around an initial 3-month period, providing enough time to assess the business, develop the strategy, and begin putting the highest-priority actions into motion.
Engagements may continue beyond the initial period based on the needs of the business.
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No. Vital Forage is a strategic advisory partner.
A broker typically manages retailer relationships, sales activity, and account execution.
Vital Forage works alongside founders and leadership teams to help answer the bigger strategic questions:
Where should we focus?
What's holding back performance?
What should we fix first?
Are we ready to expand?
How will the retailer see this decision?The goal is to help you make better retail decisions and build a stronger business behind your brand.
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Vital Forage primarily works with founder-led emerging food and beverage brands preparing to enter natural retail or navigating the early stages of retail distribution and growth.
The best fit is a brand with a differentiated product and meaningful retail opportunity that needs experienced strategic guidance to turn that opportunity into sustainable performance.
You've Earned the Shelf.
Now Build the Performance to Keep It.
Whether you're preparing for your first major retail launch, struggling to hit velocity expectations, or deciding how quickly to expand, the right strategy can help you avoid costly mistakes and focus your resources where they'll have the greatest impact.
Let's identify what's holding back your retail growth and what to do next.
Complimentary • 30 Minutes • No Obligation
