Mitch Gould, founder and CEO of Nutritional Products International, detailed his approach to helping brands enter the U.S. retail marketplace in a recent interview with Citybiz. With over four decades of experience in consumer product distribution, Gould emphasized that promotion and visibility are critical drivers of retail success. "Promotion equals velocity, and brand awareness is king," Gould stated. "You can have a great product, but if consumers don't know about it, it won't move off the shelf."
Gould's career has involved securing placements with major retailers including Walmart, Amazon, Costco, Target, CVS, Walgreens, GNC, 7-Eleven, and The Vitamin Shoppe. He has also collaborated with high-profile athletes and entertainers on product launches, working with figures such as Steven Seagal, Hulk Hogan, Ronnie Coleman, Chuck Liddell, Wayne Gretzky, and Roberto Clemente Jr. These experiences reinforced his belief that strategic visibility is essential for retail velocity.
The interview highlighted Gould's proprietary Evolution of Distribution® platform, developed through Nutritional Products International to streamline market entry for domestic and international brands. "The Evolution of Distribution® was designed to simplify the process of entering the U.S. marketplace," Gould explained. "Instead of brands trying to manage multiple vendors across logistics, compliance, sales, and marketing, we built a unified system that brings every step under one coordinated program." This integrated approach provides services encompassing regulatory compliance, importing, logistics coordination, retail introductions, distribution, and marketing support.
Gould credits early mentorship from industry veteran Bob Wells with helping him develop relationships across the retail ecosystem and understand the importance of planning and discipline. "One of the most important lessons I learned early on is that any goal without a plan is just a wish," Gould noted. "Retail requires planning, execution, and discipline." This philosophy underpins his advice for brands seeking to enter the U.S. market, where he stresses the need for strong preparation, adequate capital, and experienced partners.
According to Gould, the U.S. retail landscape demands more infrastructure than many international markets. "In many international markets distribution is a simple buy-sell model," he observed. "The U.S. requires far more infrastructure, including logistics coordination, regulatory compliance, and promotional strategy to create retail velocity." His insights are particularly relevant as global brands increasingly look to tap into the American consumer market, where navigating complex retail networks and building brand awareness are significant challenges.
The discussion underscores the evolving nature of retail distribution, where integrated platforms like Evolution of Distribution® aim to reduce barriers for emerging and international brands. By consolidating multiple services into a single coordinated program, such approaches seek to enhance efficiency and scalability for companies entering competitive retail environments. Gould's perspective, shaped by decades of hands-on experience and mentorship, offers a roadmap for brands aiming to achieve sustainable growth in the U.S. marketplace.
