Mike Harding Email & Phone Number

Harding CPG Consulting offers clients guidance and support to help maximize revenue opportunities within Mass (Walmart/Target), Club (Sam's/Costco), and Food (HEB/Publix/Kroger, etc.). This support includes helping clients find the right strategic broker partner that best aligns with their company goals. Areas of Expertise*Broker Partner Management: Driving growth through CPG broker partners (20+ yrs.)*Managing Walmart/Sam’s teams (14yrs)*Food, Mass, Club, Drug COT*National Account Management*New Market Expansion*Portfolio Selling*Building Strategic Account Partnerships

Mckinney, Texas, Us

Managed our largest accounts (Walmart/Sam’s/Target) representing 50% of the company’s revenue and drove growth utilizing a broker network. Walmart (Dept. 92)*Doubled Nature Nate’s revenue in two years.*Sold +41% incremental distribution and moved Nature Nate’s off top shelf to eye level.*Grew share from 6.1 to 9.7 (+3.6pts) making Nature Nate’s the #1 branded honey at Walmart. *Restructured our broker team to ensure maximum support of the Nature Nate’s business.Sam’s Club (Dept. 41)*Developed a regional/state sku plan to minimize distribution loss of our Classic sku saving $6.8M in annual revenue. *Expanded Organic distribution to 501 clubs (+52 Clubs).Target*Restructured Nature Nate’s broker selling approach to increase support and focus against the brand.HEB*As a company, we had been trying to sell in new distribution for the past 14 years. I hired a new broker partner and we sold in 5 sku distribution within 16 months that will generate $1.8M+ in annual revenue. *Nature Nate’s was selected as a Category Advisor prior to gaining distribution on shelf

New York, Us

Led the Walmart Team (Walmart personal account responsibility) while managing a Walmart Business Manager (Broker), Walmart Retail Business Manager (Broker) and working cross-functionally with our Walmart Category Manager. Walmart (Dept 82, 90, 92):*Profitably grew Walmart annual sales to $87M (+29.9%) and 21.3 share (+3.6pts). *Restructured KIND’s selling approach to Walmart/Sam’s – hired local (Bentonville) HQ/Replenishment and Retail broker support; increased deeper account penetration and partnership by separating Walmart & Sam’s account responsibilities.*Developed “win win” solutions when opportunities arose on packaging, supply chain, EDLP, Dotcom/OGP alignment and Price Gap/Beats to receive a “top” Supplier Scorecard rating.*Worked with broker team to implement a retail link consumption based forecast model to improve forecast accuracy and instocks.*Increased Points of Distribution: Portable Snacks: +10,933 (+8.9%); Granola: +5,152 (+51%).*Sold Core Bar singles into 3,498 stores at checkout (Dept 82) = 35,330 new pts of distribution.

New York, Us

Led the Walmart/Sam’s Team (Walmart personal account responsibility) while managing a Walmart Analyst (Broker), Sam’s National Account Manager, dotted line Category Manager and Walmart Acosta Broker Business Manager (Retail only). Walmart (Dept 82, 90, 92) - see results above Sam’s (Dept 41)*Team grew Sam’s business to $39M (+77%) in annual sales. *Growth Drivers: Increased all club distribution from one to two skus (590 Clubs), one sku (300 clubs) and rotation (300 clubs); two 500 Club displays/two ISB’s; selected one of two JBP partners for the category.

Los Angeles, Ca, Us

Led the Sales Team (broker network) for this startup which created a new children’s book category combining “old school” books with “new school” Virtual Reality technology. *Walmart (Dept 21): Sold distribution into 3,970 Walmart stores and Walmart.com/JET.com*Sam’s Club (Dept 70): Sold distribution into 200 Sam’s Clubs and Sams.com

New York, New York, Us

Walmart (Dept 92):*Profitably grew Walmart business from 5 to 34 skus with a 65 share and $55M in annual sales. Growth was achieved through incremental distribution, displays, vertical shelf set, rollbacks and establishing Materne as Walmart’s long-term Fruit Squeezer growth partner.*Sold GoGo squeeZ Singles into 3,928 Walmarts at checkout (Dept 82) = 39,280 Pts of Dist.Sam’s Club (Dept 43):*Sold GoGo squeeZ into Sam’s (2013) growing it to $24M in annual sales with (2) skus in all clubs, (1) sku in 260 clubs and tested a 4th sku in 300 clubs.*Achieved an 80 share through expanded distribution, upsizing and strategic ISB/Display programs.HEB:*Sold GoGo squeeZ into HEB (2012) growing it to a $3.5M Retail business with 24 skus.*Achieved 70 share through distribution expansion, display and TPRs; HEB had the “best” Materne Grocery set in the country with 16’ & 28’ linear ft. sets.

New York, New York, Us

Led a team of three Sales Directors (East, Central, West) working with Advantage Sales & Marketing managing: Kroger, Publix, Target, Ahold, Meijer, HEB and other key regional accounts. Personal account responsibility for Walmart and managed a Walmart analyst/Advantage BM for retail. *Led company sales growth from $26M (2011) to $60.1M (2012).*Reorganized Sales Team (upgraded talent) and Broker Partners (hired Advantage) to ensure deliverance of Materne’s long-term sales and distribution objectives. *Developed Strategic Partnerships at Target and Walmart resulting in Top to Top 3 Year Planning meetings. Results: Walmart: 3 TABS w/pallets, all innovation accepted Target: 9 months of promotion and 4’ set.*Increased ACV from 24 to 60.5 latest 52wks (12/31/12) through increased account distribution.*Grew GoGo from a 1 to 9.1 share of Total Applesauce by 12/31/12 and 57 share of Fruit Pouch category.

New York, New York, Us

Led a team of six Broker Business Managers handling: Kroger, Super Valu, Meijer, HEB, Roundys, Schnucks and other key regional accounts. Personal account responsibility for Target and managed a Target analyst. *Hired and trained Brokers for six geographies, set account strategies, ensured execution of plans and managed P/L.*2011 New Accounts: Kroger, Target, Meijer, Roundys, Schnucks, HEB and Super Valu +400 store expansion.*Sold Target new distribution and “Best in Class” shelf set. Set up three-year strategy meeting in NY.

Plano, Tx, Us

Brands Sold: Mott's Apple Juice/Apple Sauce, Hawaiian Punch, Clamato, YooHoo, ReaLemon, and IBC Root Beer.Managed internal relationship with Acosta and implemented Dr Pepper Snapple Warehouse Direct plans/objectives nationally. Results achieved by collaborating with Marketing, Finance, Trade Planning, Sales Planning, Supply Chain and the Acosta Client Services SVP to plan/execute company strategy. This job was in addition to Director Grocery West/Mid-West duties and reported to a Senior Vice President.Results:*Designed and implemented a national Acosta Sales Incentive program; 2009 volume results: +6%; 2010: +12%.*Implemented systems/tracking to increase NAE broker management ROI: Account Scorecards, Retail Tracking, Trade Management (TPM) reporting, Shelf Standards, Supply Chain Scorecards and an Acosta/DPS SharePoint Site.*Developed a “How to Manage a Broker” presentation and delivered to 14 VP’s/Directors as part of broker education tied to the merger of the DSD and Warehouse Direct business. Information helped DPS Managers improve Acosta’s performance resulting in better retail execution, increased distribution, and stronger promotions; 2009 results: +6%.

Plano, Tx, Us

Led a team consisting of a Direct Store Delivery (DSD) National Account Executive (NAE) and two Warehouse Direct (Broker) NAE’s covering the West (5 Broker Offices), Mid-west (6 Broker Offices) and Texas (3 Broker Offices) representing $215MM in annual sales. Key brands managed: Dr Pepper, 7UP, A&W, Snapple, Mott’s (Apple Juice and Apple Sauce), Hawaiian Punch, Clamato, YooHoo and ReaLemon. Key strategic customers: HEB, Stater, Albertsons LLC, Unified, Winco, Roundys, HyVee, Schnucks and Save A Lot (Super Valu)Results:*Team developed and sold in a “Win the West” expansion strategy resulting in a +19% volume increase in 2009. 2010 Volume: +38%. Results were achieved by partnering with Marketing, Finance, Supply Chain and Acosta to ensure profitable expansion. *Developed and implemented a creative HEB Juice Margin program for 2010 tied to displays/new distribution. 2010 Volume: +22%.*Five straight years of combined DSD and Warehouse Direct volume and profit growth.*Custom HP Gallon and Single Serve Sauce Pallet programs sold into key customers resulting in over 700K incremental cases.

Plano, Texas (Tx), Us

Led a team of three DSD NAE's and three Warehouse Direct (Broker) NAE's covering the SE with $300MM in annual sales representing high profile brands such as Dr Pepper, 7UP, Snapple, Mott's and Hawaiian Punch. I also had a Customer Marketing and Category Manager reporting into me via a dotted line. Key strategic customers: Publix, Winn Dixie, HEB and Bi-Lo. Results:*Both volume +4% and CSD Share +.7 outpaced company and category growth.*Team sold in first ever HP Gallon pallet program at Publix generating an incremental 32K cases.*Implemented "best in class" HP Gallon planogram at Winn Dixie resulting in a 6% sales increase.*Sold first ever total portfolio ad for DPS at Publix: +80K cases.

Plano, Texas (Tx), Us

Led a cross-functional team against Mott's largest two customers representing 30% of Mott's total volume (24MM cases and $230MM). The team consisted of two Retail Link analysts, a Customer Service representative, Category Manager and two Acosta BM's to support our brands at retail. In addition, my team worked directly with Supply Chain, Finance and Marketing to achieve company objectives against these two customers. Results: *Consistent growth rate: 2000: +79%; 2001: +50%; 2002: +38%; 2003: +8%. Growth achieved through incremental distribution, displays, ads and improved pricing/modulars. *Selected Category Captain for Apple Sauce and Premium Drinks.*Expanded HP Facings from 21 to 42; increased IBC/Crush space from 43% to 71%; developed new IBC flavor for Walmart. Awards: President's Award - Highest award in the company (4 out of 800 employees received); Mauna Lai and IBC Contest Winner

Plano, Texas (Tx), Us

Managed six Acosta sales offices in a 10 state area with $27MM in shipments for Mott's brands. Personal account responsibility: Walgreens.

New Brunswick, Nj, Us

Managed a six state area with $60MM in shipments consisting of three Account Managers and one Key Account Manager. Results:*Division consistently exceeded volume targets vs. Region.*All three Account Managers were promoted. *Team members won over 10 awards Awards: Ring Club, Best of the Best, Grand Awards Winner and Pepcid Super Bowl Winner.

New Brunswick, Nj, Us

National Account Manager: Responsible for the profitable growth of J&J brands in American Drug Stores (Osco Drugs/Lucky/Acme), Arbor Drugs, Perry Drugs, Meijer and Spartan.Awards: 1996 National Account Manager of the Year, Grand Awards and Monistat WinnerAccount Manager/Trainer: Responsible for the profitable growth of J&J brands in F&M, Arbor Drugs, Perry Drugs, Meijer and training new hires.

Cincinnati, Ohio, Us

Responsible for the development of four Sales Representatives and the growth of P&G cosmetic brands in regional Drug, Mass and Grocery accounts. Personal account responsibility: Arbor and Perry Drugs.

Cincinnati, Ohio, Us

(P&G acquired Noxell in 1989)District Manager: Managed the development of four Sales Representatives and six Merchandisers. Personal account responsibility: Boston Distributors and Finast Foods. Key Account Manager: Responsible for the profitable growth of six regional Mass, Drug and Grocery accounts.*Ranked number one Key Account Manager in Central U.S. out of 18Sales Representative: Responsible for direct and indirect Grocery, Mass, and Drug chains throughout Central Illinois.*Ranked number one Sales Representative in Central U.S. out of 51