Grocery Broker & Sales Agency
Get your brand onto grocery shelves. Build the sales support to grow from there.
Discuss Your Grocery Sales Goals
BBI is a national grocery broker representing food, beverage, and CPG brands to buyers at Publix, H-E-B, ADUSA, Harris Teeter, and other retailers, and managing the work that follows a listing, from strategy and promotion to ongoing account management.
Founded in 1955, BBI brings over 250 sales professionals and offices nationwide to every account we manage for you.
#1 Sales agency for Grocery front-end and seasonal business in the markets we represent.
Account Executives specializing in specific retailer expertise and knowledge
Developed relationships across multiple center store categories
A focus on joint-growth and success at each retailer
A national grocery team with a regional, localized approach
Our go-to-market strategy is not a one sized fits all approach. Using a regional approach, we follow four pillars in the grocery channel at BBI to deliver success and growth to our clients. With resiliency at our core, we are ready to pivot, as needed, to meet the changing demands in the consumer product goods industry.
Market Focus & Positioning
National Scale, Local Touch: We bring the strength of national coverage, paired with the agility and personalization that regional grocery retailers need.
Trusted Advisors: Our team knows their retailers inside and out – helping both the retailer and the client tailor their assortment, promotions, and strategies towards joint business growth.
Scalable Resources
Data-driven Experts: Using national-level consumption data to translate local insights into key selling stories.
Advanced Technology: Our team uses our proprietary software that transforms and organizes how we manage the business.
Our Sales Approach
Established Relationships: Focused on our retailers, our team comes with long-time established relationships in all departments.
Direct Sales Team: We’re at the forefront of the retailer, working directly with decision makers daily.
Goal Setting & Accountability
Consistent Approach: We work independently with each client to understand their KPIs, goals, and objectives.
Precise Benchmarking: At each level of our organization, we are reviewing goals regularly and reporting progress.
Why BBI Grocery?
National Team, Regional Approach
Data & Insights Focused
Established Relationships & Routines
What BBI Does in the Grocery Channel
BBI’s grocery brokers meet directly with category buyers at retail headquarters to pitch new items or promotional programs. Our brokers present data-backed arguments for why retailers should carry your products, participate in line reviews, and negotiate commercial terms.
Our retail food brokers use data analytics to develop a category and shelf strategy and maximize product visibility and performance. That includes planogram recommendations, assortment proposals, and pricing and promotional strategies to help consumers find and purchase your products.
Our grocery broker services help cultivate long-term working relationships with category buyers and managers. Because we represent multiple brands, we’re in regular contact with retail corporate teams year-round.
Once a product is on the shelf, our brokers handle day-to-day operational execution that keeps the business running successfully. Monitoring supply chain and inventory, performance data, and deductions or invoicing issues are integral to successful, ongoing account management.
Grocery Retailers We Cover
BBI represents food, beverage and CPG brands with grocery retailers and wholesalers across the United States, including:
Publix
Employee-owned supermarket chain headquartered in Lakeland, Florida, operating across the Southeast
H-E-B
Texas-based supermarket chain headquartered in San Antonio
ADUSA
Ahold Delhaize USA, with subsidiaries Food Lion, Giant Food, The GIANT Company, Stop & Shop and Hannaford
Harris Teeter
Supermarket chain in the Mid-Atlantic and Southeast; part of Kroger
MDI and Lowes Foods
Grocery wholesaler Merchants Distributors and supermarket chain Lowes Foods, both based in North Carolina
Associated Wholesale Grocers
Retailer-owned wholesale grocery cooperative supplying independent grocers
We also cover regional grocery chains and independent retailers nationwide.
Categories We Represent
BBI represents food, beverage and CPG brands across the following grocery categories:
Snacks
Confectionery & candy
Beverages
Shelf-stable foods
Frozen
Health & wellness
Household
Personal care
Bakery
National and Regional Grocery Coverage
1955
Founded as a Florida broker
3rd
Generation of family ownership
250
Sales professionals
12
Offices across the nation
BBI started as a Florida broker in 1955 and now represents grocery brands across the United States. Over seven decades, the business has grown from a regional footprint in the Southeast to more than 250 sales professionals working from 12 offices across the nation.
National coverage follows two paths. BBI’s account teams, operating at HQ, sell into national grocery chains and wholesalers, managing your business directly via each retailer-specific buying office. In the field, regional teams work the markets they live in, covering regional chains and independent grocers, as well as supporting your products at store level.
BBI’s recent growth has extended this reach via the acquisition of Engage CPG, which strengthened its grocery business in the Mid-Atlantic and Florida. A Dallas office opened in January 2025, and the acquisition of Action Sales West extended coverage across California, Arizona and Nevada.
For brands, this allows one broker to take a product from its initial regional listing to national distribution without having to change agencies in the process.
How We Work With Brands
Behind every grocery account, BBI’s team handles the selling, reporting, administration, and customer contact that keep brands moving forward. Each service below has its own page with the full details.
Complete Account Coverage
BBI assigns a dedicated sales team to each channel, so your grocery business is handled by grocery specialists. Coverage runs at the national, regional and local level, including independent distributors and buying groups.
Trade Show and Convention Coverage
BBI gets clients into industry events to present and discuss products with retailers and distributors. The team manages booth presence, schedules meetings with key customers, and finds ways to share booth and advertising opportunities.
Data Analysis and Sales Reporting
BBI’s analysts, who have CPG experience and CMA certifications, turn retail data into reporting on sales patterns, promotions and category trends. Their tools include NIQ/Circana syndicated and panel data, Power BI, BluePlanner, Nielsen, Kantar, SPINS and McLane.
Trade Management Administration
BBI handles the financial side of grocery trade from end to end, including order processing, EDI invoicing, MDF tracking, accounts receivable, collections and deduction management. Clients can also get rebate processing and access to specialists experienced in SAP.
Recognition
BBI was founded in 1955 and is now in its third generation of family ownership, with 250 sales professionals working from 12 offices across the nation.
Across its wider business, BBI was named 2026 Broker of the Year by both the National Coalition of Associations of 7-Eleven Franchisees (NCASEF) and Vistar, recognizing its work in convenience and unattended retail.
Five BBI team members have been inducted into the Candy Hall of Fame, including three generations of the Taylor family. Presented by the National Confectionery Sales Association (NCSA), the Candy Hall of Fame recognizes industry leaders whose careers have shaped the confectionery business through innovation, mentorship and service. BBI’s inductees are Robert Taylor Sr., Bryan Shade, Robert Taylor Jr., Stacey Rutherford and, most recently, co-founder Sherrill “Sherry” Taylor.
Together, they represent decades of knowledge, trusted relationships and proven leadership across every part of the business. For the brands BBI represents, that means working with a team that understands the industry at the highest levels and knows how to grow brands as the market changes.
At BBI, our greatest competitive advantage has always been our people. Grocery, like confectionery, is built on relationships, and the people behind BBI have spent their careers building them.
See all our awards and our Candy Hall of Fame inductees.
BBI Candy Hall of Fame Inductees
Robert Taylor Sr.
Bryan Shade
Robert Taylor Jr.
Stacey Rutherford
Sherrill "Sherry" Taylor
Talk to Our Grocery Team
Tell us about your brand and the retailers you want to reach, and we’ll talk through where your product fits and what it takes to get there.
Frequently Asked Questions
BBI helps food, beverage, and consumer packaged goods brands grow in the grocery channel through retail sales strategy, buyer relationships, and grocery brokerage support. This FAQ explains how grocery brokers work, how BBI helps brands secure retail placement, and what companies should know before expanding into grocery stores.
A grocery broker is a sales and retail strategy partner that helps food, beverage, and consumer packaged goods (CPG) brands secure placement in grocery stores, grow retail sales, and manage relationships with retailers. BBI provides grocery brokerage services that help brands expand distribution and increase market penetration.
A grocery food broker or CPG broker helps brands gain access to key grocery retailers, develop sales strategies, present products to buyers, and identify new retail opportunities. BBI uses its established retailer relationships and category expertise to support both emerging and established brands in increasing distribution and sales.
BBI works directly with grocery buyers and retail decision-makers to connect products with the right retailers. Our team uses industry knowledge, retailer relationships, and strategic sales planning, plus account management to help brands expand into new markets and retail channels.
BBI works with leading grocery retailers including Publix, H-E-B, ADUSA, Harris Teeter, MDI & Lowes Foods, Associated Wholesale Grocers, and numerous regional grocery chains throughout the United States.
BBI represents a wide variety of products throughout the grocery channel, including shelf-stable foods, beverages, snacks, confectionery and candy, frozen items, health and wellness products, household and personal care products, and other consumer packaged goods.
A grocery broker focuses on sales, retailer relationships, account management, and business development, while a distributor handles warehousing, shipping, and delivering products to retailers. Many brands use both a broker and a distributor.
A grocery broker gives your brand immediate access to retailer relationships and category expertise that take years to build in-house. Because a grocery sales agency like BBI is already in regular contact with retail buying teams, your products can reach buyers and get to market sooner.
Yes. BBI works with emerging and established brands seeking grocery store placement, retail distribution growth, and expanded market presence. Our team identifies the right retailers for a new product, presents it to buyers, and manages item setup and onboarding once a retailer accepts it, so the launch moves from approval to shelf.
Yes. BBI supports brands across national, regional, and independent grocery retailers throughout the United States. Through strategic account planning, buyer engagement, category insight, and ongoing sales support, BBI helps brands identify growth markets, prepare for retailer conversations, and build a scalable path to broader grocery distribution.
BBI serves food, beverage, confectionery, health and wellness, household goods, personal care, and consumer packaged goods (CPG) brands seeking growth in grocery, supermarket, and retail channels.
Timelines vary based on category, retailer requirements, product readiness, and market demand. BBI works closely with brands to identify opportunities and navigate the grocery sales process as efficiently as possible.
Brands should be prepared to discuss their products, current distribution, manufacturing capabilities, retail goals, marketing support, and sales objectives. This information helps determine the best retail expansion strategy.
Yes. Beyond securing new distribution, BBI helps brands strengthen existing retailer partnerships, improve sales performance, identify growth opportunities, and expand shelf presence within current accounts.
#1 Sales agency for Grocery front-end and seasonal business in the markets we represent.
BBI combines industry expertise, deep retailer relationships, strategic sales support, and proven grocery channel experience dating back to 1955 to help brands grow distribution, increase sales, and build long-term retail success. Brands looking to grow grocery distribution can connect with BBI to discuss their products, retail goals, current market presence, and opportunities for expansion across national and regional grocery accounts.
