Channel map
Convenience retail
Single-serve, impulse or grab-and-go built for a c-store cooler or counter.
01
Who actually controls the yes
Aim at the seat, not the seniority. The most senior person is rarely the decision.
Category manager
Chain assortment for one category.
National account supplier exec
Often controls the relationship more than the retailer does.
Wholesaler category buyer
McLane or Core-Mark listing. Usually required first.
Regional or franchise operator
Local sets. Franchise chains are not one decision.
02
The way in
- 01Get wholesale distribution first. Convenience runs through wholesalers.
- 02Price for single-serve margin, not grocery multipack margin.
- 03Work NACS Show appointments, not the aisles.
- 04Do not mistake a distributor like McLane for a broker. Different job.
03
Firms that cover this channel
Brokers exist to be found by brands. These are the ones who work this channel.
04
Rooms you cannot walk into
These are invitation-led by design. Knowing they exist is why cold outreach reads badly.
- NACS Leadership Forum
- Top-to-Top Business Appointments
- Supplier Board lunch and executive session
- NACS Hunter Club
- Retailer national-account meetings
05
Where you can actually show up
06
Who sets category strategy
Public leadership, for context only. These are not submission targets. Aiming here skips every seat that owns your decision.
- Frank GleesonNACS President and CEO
- Annie GauthierNACS chair
- Tom BrennanCasey’s
Knowing the map is not the same as being ready.
Ask Shelf Help to read your brand against this channel. It tells you which gaps would fail a review here, in the order they cost you.
Get your readTitles verified August 2026. Retail roles move often, so confirm before you act. Nothing here implies access, endorsement, or influence. All channels