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Almost a decade ago I was working for a SME which used to import popular overseas products from Brazil and distribute in Australia. Coles and Woolworths were also our customers.

Firstly you need to know some middle man who can introduce your product to the their buying department. In our case it was a Sales and Marketing company. You need to find those 3rd party companies.

Secondly your product needs to be a popular brand (recognized in the market), meaning you should have done serious marketing to promote your brand. Or atleast you need to be willing to spend money to promote your brand.

Thirdly, you should have deep pockets when dealing with these chains. It starts with listing fees for your each of your brands that can be in 10s of thousands of dollars. On top of that you will need to contribute for their promotional activities, roll back promotions, case deals, payment discounts etc etc.

Fourthly, you will need to have robust systems to ensure that you don’t loose out by selling to these guys. You need to understand all different terms and conditions they use to extract money from you. You need to incorporate all this into your price.

It is all good when you are successful with them because they pay you on time and if your product is a good one then they will list more of your products (of course you need to pay for their fees).