Not even just that, in CPG store managers typically have a lot of autonomy in what SKUs get carried, how many placements of each, what shelf locations, etc. It

Not even just that, in CPG store managers typically have a lot of autonomy in what SKUs get carried, how many placements of each, what shelf locations, etc. It's not easy for a small to mid-sized brand to try to get their product into stores when each physical brick and mortar store is a pitch in and of itself. So what ends up happening is brands partner with Agencies who specialize in building relationships with each of the store managers in a region and advocating for all of the brands in their portfolio. I realize this is a step removed from Instacart and delivery services, but the whole industry tends to operate in a similar interpersonal/relationship-based way.