Patties & CROSSMARK: An eight year partnership constantly evolving
Independent Grocery
Now the 38th largest Food & Drink company in Australia with reported revenue of $819M, Patties are a serious force in retail.
“Crossmark has been a trusted extension of our team for the past eight years, evolving alongside our business as our portfolio and ambitions have grown. Kate, our Client Manager, sets an exceptionally high standard. She’s fully integrated into our customer meetings, plays an active role in developing our go to market strategy, and ensures those priorities are translated into clear, actionable plans for the field. That connection between strategy and execution is a real strength. The field team is passionate about representing our brands and has built genuine credibility with retailers as category experts, which has been instrumental in improving execution, accelerating distribution and delivering sustainable growth. Crossmark is much more than a field sales provider, they’re a true strategic partner.”
Insights
- It’s often difficult to understand the size of prize within each store - distribution alone is only half the picture
- Overlaying different data points to put a complete picture together - distribution, core vs total portfolio, planogram & store profile data
- Given the complexity of the channel; (different stakeholders across MSOs, store management, wholesaler & brand owners), we know we need to use data to power conversations and drive accountability, as well as a multi-faceted approach to win
- Metro has a large concentration, but Patties products overindex popularity in regional Australia
- Catalogues are a major growth driver for brands, but key SKUs need to hit 75% distribution in catalogue stores before they can be promoted
Based on the insights above, our solution focused on
Strategy & Solution
Flexibility and adaptability
We evolved over time with Patties and their needs. Over time our model changed from syndicated to dedicated.
Data and insights
Utilised all our data points to identify opportunities on a store level - allowing us to work more efficiently and concentrate our efforts. Patties received a bespoke dashboard providing complete picture of territory, store, where opportunity lands by category.
Strategic relationships
In indies key SKUs need to hit 75% distribution across catalogue stores before they can be promoted. Our team pre-sells NPD up to three months ahead of catalogue cycles, ensuring new products hit the distribution threshold in time. This ensures volume sales are significant enough to hit the distribution threshold, to make it to catalogues.
Multi-level stakeholder management
Indies is driven by relationships at every level - Wholesalers, MSO head offices, store owners, and brand teams all influence what happens on shelf. Our dedicated team manages Tier 2 MSO relationships to support Patties' NAMs at Tier 1 level, drives volume-based sell-in around key promotional periods in larger-format stores, and executes consumer promotions that tie distribution targets to incremental volume.
Results & Take-Aways
A scalable partnership model that evolved from shared to dedicated as Patties' business doubled in size.
Layering data and relationships across a fragmented channel to uncover real opportunity and influence what lands on shelf.
Strong presell & execution of consumer promotions delivering sales growth vs same period LY on 2025 Consumer promotions: Four N Twenty +15% Nannas +37% On The Menu +2% Herbert Adams +9.9%
Year on Year sales growth - AU Independents Scan 1.10% AU Ritchies Scan 4.83% AU Drakes Scan 8.99% AU Foodworks Scan 3.59% AU Foodland Scan 4.10% AU Cornetts Scan 8.06% AU Romeos Scan 5.12%
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Bunnings & Krunchbox: Turning dead stock into sales
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