FOUNDER TRACK RECORD / HEAD OF SALES
From €450,000 to €1.5 million in 18 months
When Salvatore took over sales leadership at el origen, revenue was approximately €450,000. Over the following 18 months, he developed a structured grocery retail rollout, won new retail partners including national central listings with EDEKA and REWE as well as Kaufland, BILLA, BIPA, dm Austria, Knuspr, Gorillas, Lekkerland, Transgourmet, Veritas and expanded existing listings at dennree, Rossmann, Alnatura, and BUDNI. Other than that he landed In&Out deals at retailers such as ALDI Süd, LIDL, and PENNY. Revenue rose to €1.5 million—an increase of €1.05 million, or approximately 233%. A young challenger brand had become a retail business with national potential..
FOUNDER TRACK RECORD / COMMERCIAL TRANSFORMATION
More growth—and around 20% higher contribution margin
el origen’s growth did not come from distribution at any cost. Alongside the rollout, Salvatore improved contribution margin by around 20% through price adjustments, a more focused assortment, and renegotiated retail terms. At the same time, he built the sales organization around clear key account processes. Around 1/3 of the additional revenue came from his field rep team’s work, and the other 2/3 from his own key account activities. The result was not only higher revenue, but a more structured, profitable sales system.
KULT / MARKET ENTRY / 2026
From regional proof to an EDEKA listing
Water kefir is still a category that needs explaining in German beverage aisles: it is too new to be classic lemonade, yet more approachable in taste than many kombuchas. For KULT, we developed a clear retail role as a fermented organic refreshment and supported the process from positioning and commercial terms through item setup and regional market expansion. Following a display test in selected EDEKA Südbayern stores, KULT got centrally, nationally listed by EDEKA as of October 1, 2026. A new beverage concept becomes a scalable retail model, with a solid basis for further rollout.
KULT / BUYER PITCH / 2026
A five-minute pitch became a national test opportunity
A new beverage category does not win a buyer through fermentation knowledge alone. For the REWE Start-up Lounge, we focused KULT’s story on a simple commercial question: What new consumption occasion do we occupy, and why can it sell in retail? The focused pitch stood out: we were one of five selected brands to convince the Jury and secure a national test listing from January 2027.
Cosmic Dealer / NATIONAL RETAIL / 2026
A new take on chocolate for German Organic Retail
Cosmic Dealer does not fit neatly into a traditional chocolate category: it is premium indulgence, filled with nut butter and super low sugar - sweetened with dates only. That difference has to be easy to understand at the shelf within seconds. We brought together the positioning, assortment selection, retail pitch, and operational onboarding for the German market. After 6 months of deep discussions, negotiations and further development of the product packaging, Cosmic Dealer launched four SKUs nationwide in Alnatura stores. A product concept developed for a very niche, wellness and beauty aware audience, has been translated and evolved into a real relevant German retail case, with a clear shelf role and meaningful presence in organic retail.
Cosmic Dealer / MODERN FOODSERVICE / 2026
Premium chocolate beyond the traditional confectionery aisle
Not every brand grows first through traditional grocery retail. For Cosmic Dealer, STADTSALAT was a culturally aligned channel: a health-conscious, urban audience and an environment where the product could be seen as a modern treat rather than conventional confectionery. CRAVE CLUB developed the opportunity and supported the partnership through launch. In September 2026, Cosmic Dealer launched three varieties at STADTSALAT. The placement shows how thoughtful channel selection can give a young brand early relevance, trial opportunities, and a credible foothold in the market.
BRAND COLLAB / LIMITED DROP / 2026
Two portfolio brands. One drop. Sold out in around two weeks
Some growth opportunities do not start on a buyer list, but between two brands whose products and communities complement each other in a credible way. CRAVE CLUB brought Cosmic Dealer and CRAVERS together for a limited edition. From drafting the idea, creating the flavour world, connecting the two brand worlds to shaping the retail story, the result was a drop with real news value. Around two weeks after its September 2026 launch, the edition had sold out. A small, fast example of how a well-curated collaboration can turn attention into measurable demand.
CRAVERS / DRUGSTORE LISTING & ACTIVATION / 2026
Win the listing—and then work on sell-through
A listing is only the beginning. We secured a BUDNI listing for CRAVERS within only three months of approaching and pitching to the buyer the first time. This shows how crucial our strong network and trust within the retail world is, for our work and success with brands. The next step was to move the products from the shelf into shoppers’ baskets. During a targeted activation week, combined weekly sales increased around 179%, or 2.79x the regular weekly volume. The case reflects our view that retail success should be measured not by a listing logo, but by visibility, activation, and actual movement in stores.
Pal & Leo Granola / ORGANIC RETAIL / 2026
Listed at denn’s and VollCorner within two months
PAL & LEO is not a classic granola: it features large nut-and-seed chunks, a grain-free recipe, and a snack occasion that goes beyond breakfast. For organic retail, this needed a clear category story—not just “another granola,” but a distinctive format with an easy-to-understand benefit. CRAVE CLUB sharpened the buyer story, assortment, and commercial terms, then brought the brand into the relevant retail conversations. Listings at denn’s and VollCorner followed within the first two months of working. In a short time, an unfamiliar product had become an assortment that could fit the German organic retail market.
VEGDOG Pet Food / DRUGSTORE LISTING / 2026
A broad VEGDOG range for the Rossmann online shop
Plant-based hypoallergenic dog food needs more than a values-based story to succeed in retail: the assortment must clearly address nutritional needs, tolerance, price, and usage occasions. For VEGDOG, CRAVE CLUB supported key account outreach and translated the breadth of the brand into a clear retail story. In May 2026, 21 VEGDOG SKUs went live on Rossmann. The listing creates digital reach and provides tangible proof of assortment breadth for the next stage of growth in physical retail.
MONO Iced Tea / FULL DISTRIBUTION
From buyer pitch to Alnatura listing in three months
Iced tea is a crowded category, so a good product alone is not enough. MONO Tea needed a role in the assortment that was easy to understand, a focused range, and a buyer story connecting product quality to a clear shelf occasion. Only three months passed between the first pitch to the responsible buyer and the Alnatura listing going live. Four MONO Tea SKUs entered full distribution. The case shows how focused preparation, direct buyer access, and consistent execution can turn a product into a concrete assortment decision in a short time.
