In order to get your product into a new store or distributor, you are often asked to participate in a “free fill” program. Giving away product can be a high price to pay for a new customer. Make sure you’ve analyzed the cost-benefit before making this decision.

“Free fills” are programs in which suppliers provides a store or distributor free product to put on the shelf.

Stores and distributors expect their suppliers especially new suppliers to participate in these free fill programs. The idea is that the free product can be offered at a discount and entice customers to try a new product.

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