Episode #14
Introducing & Succeeding with Your Product at Walgreens
On this episode, Mark and Robb welcome Steve Anderson, President of Hockfield & Associates, Inc., to share some important information about getting a product into Walgreens. As a manufacturer’s rep that works primarily with the major drug chain, he has an insider perspective that is essential for growing CPG manufacturers to understand.
They cover why a well-versed broker is so beneficial for manufacturers introducing products into retail, as well as maintaining their position and finding success. They also discuss how getting into a major retailer like Walgreens requires a significant investment on the manufacturer’s part, while detailing what that level of distribution can mean for your business.
Special Guest
Steve Anderson, President – Hockfield & Associates, Inc., has serviced and sold to Drug, Food and Mass customers for over 30 years. Steve started as a distributor of seasonal products and then grew as a manufacturer’s representative, forming Steve Anderson & Associates in 1980.
After 11 successful years, the company was purchased by one of the nation’s largest food brokers, in which Steve became their VP of Sales for their Health & Beauty Care division in Chicago. In 1995, he joined Hockfield & Associates, a Chicago based manufacturer’s rep agency and immediately helped grow their business, primarily with new and emerging companies. Bringing new profitable opportunities to their customers has been one of Steve’s greatest accomplishments. Expansion occurred in numerous categories including Oral Care, First Aid, Hair Care, Foot Care, Personal Care, Antacid/Laxatives, Cough/Cold and Health Care, including growth in private brands.
Steve purchased the company from Ed Hockfield upon his retirement in 2006. Additional staff was added to ensure a successful transition and provide value added services to their customers and manufacturers. Significant investments have been made in technology, keeping the company ahead of its competitors by providing internal tracking systems and POS data used for project management, forecasting and sales analysis. During those rare “free times,” Steve enjoys hiking, skiing, golfing and cheering for his Chicago sports teams.
Learn more at hockfield.com or call (847) 259-0612.