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CPG Insiders

Dec 2, 2021

Today we are going to be diving into how to win and grow your business at Kroger and Meijer, and we are joined today by Brent Bortman and Phil Bortman.

Segment 1: How to start a relationship with Kroger and Meijer? How to get into Kroger and Meijer? What is the game plan or strategy to gain distribution with Kroger and Meijer?

Segment 2: What's new at Kroger and Meijer for existing brands? What are the current trends, challenges or opportunities brands should know to be successful?
Segment 3: Phil Bortman and Associates – Tell us about the company, services and outcomes brands can expect.

CTA: If you want to learn more about how to successfully do business with Kroger and Meijer you can contact us through and if you feel your brand needs to help getting into Kroger and Meijer or with your current Kroger and Meijer business you can contact Phil and Brent:


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Guest Bios:

Phil Bortman is the President and Founder of Phil Bortman & Associates, a sales brokerage firm specializing in representing consumer packaged goods companies. He is responsible for the overall growth and retention of the business.
Prior to founding his company, Phil was a partner in a successful small agency MGR Sales Associates in Michigan for more than 14 years. Phil learned the manufacturer’s representative business during a 18 year tenure at Pankow Associates. While there, he was awarded Sales Representative of the Year multiple times. He was responsible for managing major HBC vendors, Snack and Food vendors and increasing their sales revenue from $10 million to $35 million in under 3 years.
Phil was responsible for taking the Breathe Right product from a test market in Michigan to a national success story that sold to GSK for over $300 million. After decades in the industry, Phil still greatly enjoys seeing his accounts succeed and negotiating deals that are beneficial for both the company’s accounts and vendors.
Phil graduated Wayne State University in Detroit, Michigan, with a bachelor’s of science in Pharmacy and Psychology. After graduating, he spent several years practicing as a registered pharmacist, in both independent and large chain drug stores in the Midwest and Southwest. His early career has made him uniquely positioned to understand retail trends and buying patterns. He resides in metro Detroit and enjoys golfing, exercising, classic cars, watching Detroit sports teams and spending time with his family – including his 11 grandchildren.

Brent Bortman
Brent Bortman is the Director of Sales for Phil Bortman & Associates, which is a sales brokerage firm, specializing in Health and Beauty care products, specialty food, and snacks. Brent is responsible for the company’s Health and Beauty care portfolio as well as the company’s growth accounts. Brent has been with the company for more than a decade and manages accounts with Meijer, Kroger, Target, Cardinal Health/Kinrey and various other retailers.
He works with consumer packaged goods companies of all sizes and has had success taking startup companies to mass market awareness. He was the first to bring several well-known brands like Zarbee’s, Cremo, and SmartyPants among others to mass retailers.
Prior to joining Phil Bortman and Associates, Brent led sales teams in different sectors including the mortgage industry and payroll companies. A native Michigander, Brent is a graduate of Michigan State University, with a bachelor’s degree in finance. He currently resides in the metro Detroit area with his wife, son and twin daughters. You’re most likely to find him on a golf course in his spare time.