Micro-Webinar Series (#1 of 4): Get Your Trade Spend Under Control

NHN Micro-Webinar Series 1 of 4 Get Your Trade Spend Under Control

New Hope Network Micro-Webinar #1 of 4

Get Your Trade Spend Under Control

With the complexities of deductions, navigating your company’s trade spend can be a troublesome process, quickly spiraling out of control and costing your company more than it should. Although, with the right tools, trade spending can be seamless, ultimately benefiting companies and creating a successful path to the future.

Watch this webinar to hear Adesso’s President & CEO, Fred Schroeder, and New Hope Network’s Executive Director of Content, Jessica Rubino, discuss how natural products CPG brands can wrangle their trade spending, ultimately boosting their bottom line.

In this 27-minute on-demand webinar, they discuss what goes into trade spending, key challenges natural products companies face, realistic examples, and how to overcome common obstacles and begin to leverage trade spending strategically for business growth.

Jessica RubinoModerator:

Jessica Rubino
Executive Director, Content
New Hope Network

Fred SchroederSpeaker:

Fred Schroeder
President & CEO
Adesso Solutions

Getting Ready to Grow

The Neglected Cost Center for a New CPG Manufacturer… 

As you may know, we at Adesso, focus within the emerging area of the natural channel. Many emerging CPG companies enter this complex arena with an understanding on how to address payroll (rather straightforward) and the entire Cost of Goods area, ranging from raw materials, to production costs & planned logistical areas. Seems pretty simple as they enter into what seems to be a rather straightforward sales channel with QuickBooks as a financial system & Excel as their basic analysis platform. 

Then they secure a distributor, gain some distribution in retail stores (many call it ‘doors’), get excited & send an invoice. They have an agreement with the distributor, but it is quite complex – most do not read it nor do they align their GL accordingly. While not looking to be crude, in about 20 or so days, when payment arrives, they hit a bit of a ‘holy shit’ moment. 

They receive 20%, 30% or sometimes even a negative amount in return on the invoice and the challenges & confusion begins – why did they not pay the total amount? Not just that, but they paid next to nothing. Then another order arrives, and another – all with this level of short-payment – and the cycle continues. 

We get calls weekly on this. 

The Reality is as Follows & is Not that Complex

There are 3, not 2 major cost centers for a new CPG manufacturer – COGS, payroll (probably #3) and Trade Spending. 

Trade spending has been a part of the CPG industry for over 40 years. We have a term for this here at Adesso; it’s not terribly clever, but it is accurate. We call it ‘consistent complexity’. It is the same for everyone entering the space & everyone has dealt with it for decades. 

It can be relatively simple to solve, but you need to be open to some change & rely on a solution partner with deep industry experience. Our group has dealt with this for over 10 years as a team here, and we all have countless years (well into the hundreds) in the industry from large sales agencies/brokers, CPG manufactures, experts in trade management technology & infrastructure – and, yes, we have exemplary client service references. That is because our clients drive what we do every day.

What we can tell you is that working with us will reduce your internal admin time, you will know what you are spending & where you are spending it very quickly. Then, if someone owes you $ (yep they do) you will have the information to get it repaid, and as you move forward with us as partners, you will clearly understand what works and what is not working in your trade promotions – we do this better than anyone!

If this sounds like what you may need, please contact us.

Micro-Webinar Series (#2 of 4): The Measurable Benefits of Managing Trade Spend

New Hope Network Micro-Webinar #2 of 4

The Measurable Benefits of Managing Trade Spend

Incorporating a trade solution to your business could be pivotal in saving your business money. Often times, brands underestimate the percentage of their revenue being attributed to trade spending, but integrating a trade management system can help support your business and boost your bottom line.

Watch this micro webinar on-demand with Adesso to get actionable steps for how to reign in trade spend and how natural products CPG brands can ensure their promotional strategies are supporting their revenue goals.


Nancy Coulter-Parker
Content Marketing Strategist
New Hope Network

Fred Schroeder, Adesso's CEO & President, Trade Expert Speaker:

Fred Schroeder
President & CEO
Adesso Solutions

Micro-Webinar Series (#3 of 4): What to Look for in a Trade Promotion Partner

New Hope Network Micro-Webinar #3 of 4

What to Look for in a Trade Promotion Partner

This webinar is third in a 4-part series in our ongoing partnership with New Hope Network. While the first two webinars address the challenges of trade management, as well as the measurable benefits of a solution, Adesso’s President & CEO, Fred Schroeder and Nancy Coulter-Parker of New Hope Network continue the discussion to explore what to look for in a trade promotion partner.

With decades of industry experience, Fred provides his expertise on qualities to look for in a solution provider, and how Adesso Solutions matches up to these traits. Through their discussion on 4 key areas to consider, Fred shares his conclusions on how partnering with the right trade promotion partner enables you to leverage trade to maximize growth for your business.


Nancy Coulter-Parker
Content Marketing Strategist
New Hope Network

Fred Schroeder, Adesso's CEO & President, Trade Expert Speaker:

Fred Schroeder
President & CEO
Adesso Solutions

Micro-Webinar Series (#4 of 4): Addressing 2023 Opportunities in a Challenging Environment

New Hope Network Micro-Webinar #4 of 4

Addressing 2023 Opportunities in a Challenging Environment

This webinar is last in a 4-part series in our ongoing partnership with New Hope Network. The first three webinars address the challenges of trade management, as well as the measurable benefits of a solution, followed by a discussion to explore what to look for in a trade promotion partner.

Trade spend has been an issue for CPG manufacturers for decades. Often making up 20-40% of gross revenue, it’s important for businesses to understand how to best use trade spend to their benefit. Adesso Solutions has been a leader in the small and medium CPG space for over 20 years, and our experts are ready to demystify trade spend and help businesses save money.

When working with Adesso, you will quickly understand the details surrounding your trade spend, spend less time on administrative tasks, and most importantly, make more effective short- and long-term spending decisions to leverage trade spend as a key marketing tool.

Watch this quick webinar with Fred Schroeder, President and CEO of Adesso Solutions, to learn how brands can set themselves up for success in 2023 by understanding their trade spend.


Nancy Coulter-Parker
Content Marketing Strategist
New Hope Network

Fred Schroeder, Adesso's CEO & President, Trade Expert Speaker:

Fred Schroeder
President & CEO
Adesso Solutions

How to Master the Art of Trade Spending to Grow a Healthy Business


New Hope Network Webinar

How to Master Trade Spending to Grow a Healthy Business

Every manufacturer in the natural and organic space is in business because they see the opportunity and want to tap into the fast-growing healthy living movement, but to master trade can be complicated and frustrating. Also, in this climate as more and more consumers turn to natural and organic products to support wellness.

 Managing trade spending can be complex without proper expertise, processes, systems and training. So, it’s critical to have the right information and resources at your fingertips. During this webinar, we tap key industry experts to share insights into how to develop a strategic trade spending plan that will set your company up for short- and long-term success. Watch New Hope Network’s on demand webinar, ‘How to Master the Art of Trade Spending to Grow a Healthy Business’.

Meet The Family!


This Flock of Flamingos is Hiring

Spirited & Motivated People to Join the Team!

Do you know a friend in the industry who would like to be part of the exciting momentum as we bring new CPG manufacturer clients onboard with Adesso’s Flamingo TPE Solution?

With annual recurring revenue growth exceeding 60% in 2021, mainly in the natural-specialty segment of CPG, Adesso is hiring associates that understand our clients’ business challenges and have the desire & work ethic to assist them in improving their business. The bottom line is we need more trade experts!

Our mission here at Adesso is measurably, progressively, and systematically improve our clients’ trade promotion effectiveness over the short and long term, through systems, services, community & fun. We’d suggest you talk to some of our clients as well. If this sounds like a match for your friend or associate, please contact us directly or tell them to email their resume to careers@adesso-solutions.com.

Contact us, either at careers@adesso-solutions.com on LinkedIn, or contact an Adesso team member if you, a friend or an associate you know about is someone we should speak with!

Our new team members will cross various levels, but all have a consistent base of experience:

  • Deep understanding of the CPG industry, ideally with an understanding of the natural-specialty market. This is key due to the uniqueness of the distributor environment.
  • Trade marketing, field sales, or sales agency experience.
  • Exceptional organizational, presentation, and communication skills, both verbal and written.
  • Analytical, problem-solving, and process-oriented mindset.
  • Ability to thrive in a remote environment and be able to work cross functionally, drive multiple projects simultaneously, and deliver results in a highly organized manner.
  • Energetic, passionate, and motivated to help our clients.

Educational Natural-Specialty Trade Spending Webinar


We Invite You to Join us for a Natural-Specialty Trade Spending Webinar

Trade spending in the Natural-Specialty segment is highly complex. Most emerging manufacturers lack the time to both manage this expense, and then leverage the opportunity to grow their businesses through a sound strategy – based on achieving your KPIs. Today, most manufacturers are using Excel, however, there is a simpler, more effective and cost-efficient approach. It not only manages this significant expense, but enables strategic growth, consistent with your overall company objectives, to drive the rapid and profitable growth you need to scale.

Would You Like to Learn to Leverage Trade for Strategic Growth?

During this webinar, we will share some of the successful practices and approaches our clients have used to grow their business, reduce trade spending on a ‘rate per case’ basis, and achieve repayment for unauthorized deductions/chargebacks. We will also share information we have gathered on trade spending in the Natural-Specialty segment in general and some categorization of trade that clients leverage to manage their business.

Webinar Overview

  • Review the current situation around trade spending today.
  • You’re spending more than you think – understand it, and learn what you’re getting for the investment.
  • Compare ‘working’ vs. ‘non-working’ trade.
  • Discuss how to improve your trade effectiveness in a progressive, structured fashion.
  • Provide real examples of companies addressing trade effectiveness and growing their business.

Cost: Complimentary!

We hope you can make it, and look forward to the opportunity to speak with you soon!

Contact Us or visit us on LinkedIn for info onupcoming sessions!

Adesso Connected with Natural-Specialty Manufacturers as Premier Provider Sponsor


Offering Trade Spending Learning at Natural Products Expo Virtual Event

Rolling Meadows, IL. March 10, 2021 – We were extremely pleased to connect with hundreds of CPG manufacturers during Natural Products Expo Virtual March 2 through March 4 as a Premier Provider Event Sponsor. Spark Brand Success, which united service providers and natural-specialty brands in the first Natural Products Expo Virtual event of the year, was all about giving manufacturers the information and resources they need to thrive in 2021—and beyond. In addition to attending presentations and virtual networking events, Adesso’s participation included the presentation, ‘Trade Promotion Strategy: Brand Success Depends on it’ day-1 of the live-streamed event. Another session offered was an on-demand educational webinar, developed in partnership with New Hope Network. Additionally, Adesso’s virtual booth offer a variety of educational materials, such as flyers, brochures, and case studies for manufacturers to take advantage of.

Adesso continues to expand upon its community by offering ongoing trade education opportunities for CPG manufacturers through a number of different media. Current offerings include:

  1. The on-demand webinar, How to master the art of trade spending to grow a healthy business, featuring guest speakers Thomas Huls, VP of Sales at Chosen Foods, as well as Denise Adamich, Controller at Once Upon A Farm. Both client-partners discuss how they have improved their trade promotion effectiveness and leverage trade spending for business growth, as well as continuously improve upon their deduction resolution process.
  2. The comprehensive eGuide, ‘The Secret to making Trade Spending Your Greatest Ally,’ Adesso developed in partnership with New Hope Network, which is available to download on their website.
  3. The invitation to connect, have a conversation, and request additional materials for learning how to more effectively manage trade.

“Our team enjoyed participating in last week’s virtual event, which was well-run by New Hope Network,” said Fred Schroeder, President & CEO at Adesso Solutions. “We made lots of connections, participated in a number of interesting sessions, as well as met with manufacturers interested in learning more about how they can grow their business through strategic improvement of their trade spending. We look forward to continuing the conversations and to getting back to meeting with our natural-specialty manufacturer friends in-person at Expo East in Philadelphia this fall.”

For additional information, we invite you to visit us online at https://AdessoSolutions.com, or contact Karin Souren, Director of Marketing directly at ksouren@adesso-solutions.com or 847-342-1095 x4031.

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