It may be longer than you think – and how to plan for it.
If your brand is ready to take the next step and start pitching to large Canadian retailers, it’s crucial to understand their timelines. Canadian retailers operate on long lead times for both listings and promotions, and this wait time can be detrimental to underprepared brands. As a CPG Broker in Canada, BNQ Management has a keen sense of what it takes to pitch and get listed with these retailers and how to plan for this process. If you’re ready to start talking to large retailers like Walmart, Whole Foods, and Save-On-Foods, this blog is for you.
Realistic listing timelines
Let’s start with listing timelines. This means from when you pitch a retailer to when your products are on their shelves. The most common timeline is 4-6 months for this process to be complete. However, it’s important to note that some retailers have even more restrictive schedules, like Whole Foods, which can take up to 8 months. Before you pitch your brand to these retailers, it’s essential to have a clear picture of the unique investment, deliverables, and timeline of each retailer. This can vary based on category review schedules, internal retailer processes, and seasonal blackout periods.
Blackout periods & planning ahead
You can expect seasonal blackout periods from almost all retailers. This is typically from November to January. If you’re brand wants to benefit from the Christmas shopping season, you’ll have to have already planned for it in Q1 & Q2. Seasonal product reviews for winter often happen in Q1 or spring—meaning if you’re pitching in August, you’re actually aiming for the following year.
Brands that are growing year-over-year are planning their strategy 12+ months in advance. Giving companies the ability to prepare a budget, predict stock demands, and make any needed adjustments to meet regulatory changes, such as the new labelling requirements that are rolling out on January 1, 2026.
Being ready is more than a great product
When a brand has created a great product, it can be tempting to rush to market and start pitching asap. We get it – it’s an exciting time, and you want to share your product with the public. However, going into a pitch without all aspects of your brand, packaging, and promotions in place can be a fast way to lose a great opportunity. Here are a few items we have seen brands miss before they pitch.
- Finalized SKU information
- GS1 barcodes
- Promotional strategy
- Meeting all labelling compliance requirements
Being “retailer-ready” is an undertaking that should not be underestimated. That is why many brands choose to work with a CPG broker. At BNQ, we offer a Pay-To-Pitch model that gives brands the ability to pitch one retailer, for a flat fee, with the support of an experienced team, ensuring all aspects of your pitch are prepared and polished.
Clients who join the BNQ family of brands choose from one of our flat-rate service packages with 0% Commission. We believe you should keep more of your profits in your company. Learn more on our Services page.
Just like having a clear picture of all the deliverables a brand needs to list with a large retailer. These packages provide brands with a clear picture of all the deliverables that our team will provide to your brand. If you’d like to learn more about being retailer-ready, check out this blog, Do I need a CPG broker to get listed with a large Canadian retailer, or book a free consultation.
