Tanda See if your brand fits

An outside sales team for new natural and specialty brands.

We pitch independent grocers, specialty shops and co-ops, follow up, and handle the paperwork. No retainer. Founding brands pay only when a store reorders.

See if your brand fits How it works

  1. You tell us about your products.

    Your products, prices and where you sell now. A spreadsheet is fine.

  2. We pitch stores you approve.

    A store list within a week. Nothing goes out, and no money is committed, without your OK.

  3. We stay after the first order.

    We track reorders and follow up with stores that go quiet.

Who we work with

  • No broker yet.

    You’re selling store by store, on Faire or direct, and it’s eating your week.

  • Told you’re too small.

    Brokers passed, or quoted a retainer you can’t carry.

  • In your first few stores.

    A handful of shops carry you, and you’re ready for more.

  • Your broker skips small accounts.

    Hand us the co-ops and independents they don’t get to.

How it works

We pitch stores that fit, follow up until there’s an answer, and stay after the first order.

Tell us about your products

Send your product details, wholesale prices and where you sell now: your site, Faire, markets or stores. Order records help in whatever form you keep them, and UNFI or KeHE reports if you have them.

Approve your store list

Within a week, we send the independent grocers, specialty shops and co-ops we’d pitch, and why each one fits. Nothing goes out until you approve it.

We pitch and follow up

Each pitch has your cost, suggested retail, the store’s margin and how to order, with the store’s vendor form filled in. A person checks every pitch before a buyer sees it, and we follow up until there’s a yes, no or not yet. We never agree to a price, promo or fee without your written OK.

We stay after the first order

We track each store’s reorders from your order records and follow up with the ones that go quiet. You get a short weekly update on every store.

How we work

  • We work for new brands

    Software does the desk work, so a shop that orders two cases is worth our time.

    We never charge a retainer or setup fee.

  • We earn when stores reorder

    Founding brands pay nothing on a store’s first order.

    We never commit your money to a promo, free fill or fee without your written OK.

  • Every number says where it came from

    Every figure in a pitch comes from your own records, with its source.

    We never round a number up or claim sales we can’t show.

Who you’ll talk to

Jerry Hsieh and Ella Wang, co-founders. You’ll work with one of us directly, from the first call to the reorders.

jerry@trytanda.com · (510) 589-2330

Too small for a broker, or dropped by one?

That’s who we work for. Tell us about your brand, and we’ll reply within 2 business days with whether we’re a fit.

See if your brand fits