Sales & Growth Partner for Natural, Organic & Specialty CPG Brands
You’ve built a good business. Now growth is getting more complicated.
Hi. I’m Victor Willis. I help founders and sales leaders make smarter commercial decisions, win and grow the right accounts, and pursue growth when the opportunity is real but the path isn’t always obvious.
From strategy through execution, I bring experience from several sides of CPG - retail, brands, brokerage, distribution and international market development.
Who I work with
Founder-led and mission driven natural, organic and specialty CPG brands that have built real traction - and are ready for what comes next.
You may be preparing for the next stage of retail growth, trying to get more from your existing accounts, strengthening your sales team and partners, or building a U.S. business from overseas.
There is strong product-market fit. Opportunities are clear. What’s needed now is stronger commercial focus and experienced leadership to move the business forward.
Three ways to move your business forward
Get clear on your next move.
Strategic Advisory
Opportunities to weigh. Tough decisions to make. Get an experienced outside perspective to challenge assumptions, assess the options, and turn the best opportunities into a practical plan.
Strengthen how you sell.
Fractional Sales Leadership
Get senior sales leadership without making a full-time hire. I can lead all or part of your sales function - from account development and forecasting to managing your team, brokers and distributors.
Grow the business you have.
Selective Brokerage
Hands-on sales and marketing representation for selected brands where my category experience, buyer relationships, and capacity are a strong fit - from opening doors to developing the business once you’re in.
Need help with a specific project?
We can also work together on a defined priority, such as a market assessment, go-to-market plan, key account review or annual/quarterly plan.
Testimonials.
‘Victor is an outstanding professional. His business relationships, interpersonal savvy as well as his brand building, sales and marketing skills have helped us to significantly grow our revenue.’
Bob Hackel, President, Harris Tea.
‘What sets Victor apart is his ability to connect strategy to execution, he’s not just thinking about brand positioning, he’s focused on velocity, repeat purchase and account development. I wouldn’t hesitate to recommend Victor to a company looking for a sales leader who can drive growth and build lasting relationships’.
Ian Anderson, Organic Herd.
Experience that moves the business forward.
NATIONAL ROLLOUT - Took two emerging brands from zero to 100% chainwide distribution with Sprouts Farmers Market.
$175MM - Managed regional brokerage office for grocery division with Kroger. Annual double digit growth over 5 years.
50+ BRANDS - Advised, represented, supported across food, beverage and wellness.
Establish and strengthen your U.S. presence.
Entering the U.S. market or building on an existing business? Get strategic guidance and hands-on support from an experienced partner on the ground.
Meet Victor
I’m Victor Willis, founder of Red Alder CPG. I’ve spent my career across retail, brands, brokerage, and international market development.
That matters because growth decisions rarely happen in isolation. A new retailer affects distribution. A promotion hits margin. A new market puts pressure on people, inventory and cash.
I bring those pieces together to help brands make better sales decisions and then help get the work done.
Stronger roots. Room to grow.
Red alder restores the soil beneath the forest. Everything above it grows stronger.
Red Alder CPG helps strengthen the commercial roots of your business.
Let’s talk.
Have an opportunity you’re weighing, a challenge you’re working through, or a question about what comes next?
Tell me a little about your business. We’ll explore where I can help.
Stay connected to what’s happening in CPG.
Industry updates and practical sales perspectives from Victor.