Owain Hughes CPG
Providing emerging food brands with expert sales strategy and execution. We bring clarity to the complexities of US retail, ensuring your entry is strategic and sustainable.
Strategic Sales Growth... with Insight
Owain Hughes CPG is built around a simple idea: emerging food brands deserve a clear path and solid execution to really make it in US retail. During my 25+ years in CPG I wouldn't say I've seen everything -but I've seen a lot!And here's what I've learned: the CPG industry can blindside you with challenges that can seriously jeopardize a young company. That's why our approach is all about building strong relationships, being totally transparent, and creating strategies that fit your specific goals. It's not just about getting you on shelves; it's about making sure you're set up for the long haul. We'll help you dodge those pitfalls and costly errors. Plus, as fractional sales pros, we give you the expertise you need without the cost of a full-time hire.
I’m Dan Barnes. I founded Owain Hughes CPG to directly assist emerging brands seeking entry into, or expansion in the US retail food market. I’ve spent over 25 years in the CPG space, beginning in the Coca-Cola bottling system, followed by roles at challenger brands like Crystal Geyser Water and Sambazon. For the last decade, I've worked with brands like Milkadamia, Boomerangs Pies, LonoLife, Rind Snacks, Scout Canning, and Evergreen Waffles while with contract sales agencies.
My passion is to provide clear, strategic guidance and tailored solutions, ensuring clients understand the true opportunities while avoiding the common and costly missteps. I bring a rare blend of strategy and execution to my clients, cultivating strong relationships, and delivering results that align with your goals. As a fractional sales professional, I offer invaluable support, allowing clients to optimize their sales efforts without the commitment and cost of a full-time hire.
What Clients Say
Dan is so knowledgeable about the natural products industry, the nuances among different retailers, and what it takes for brands to win on shelf at each. Not to mention...he's kind and an absolute pleasure to work with!
Emily Groden Founder, Evergreen Waffles
Dan helped us tremendously in strategizing and managing the severely outdated retail ecosystem. He was committed to ensuring that our next generation brand stayed true to itself as we grew from a handful of stores to a few thousand with sage advice, keeping us on track, truly something I appreciated time and time again as we navigated the weird and wonderful world that is CPG.
Louise Huterstein, Chief Operations Officer, OffLimits Cereal
Launching a food brand in today’s market is harder than it has ever been. As I embarked on my journey launching my brand, I quickly realized I needed the guidance and support of a sales expert. Dan has been working with LonoLife for the past 6 years, providing a steady hand of guidance, expert relationships, and helping us to navigate the path forward through the food industry.
Brian Hoppe, President & Founder, LonoLife
Hourly Advisory & Ad Hoc Support
For founders who need targeted, immediate insights or an experienced hand to tackle a specific task. This option is perfect for occasional guidance, quick problem-solving, or taking a specific project off your plate. Think of it as on-demand expertise for those crucial moments or when you just need a fresh perspective.
Project Based Engagements
Focused, time-bound projects delivering actionable results for key stages of your market entry and growth. Examples include:Targeted retailer strategic planning focused on innovation-friendly accounts with distribution leverage;
Distributor Introduction Planning;
Channel pricing strategy review;
Review and revise selling materials
Fractional Sales Execution & Strategy
Integrated as part of your team, providing ongoing, in-market sales capabilities as your fractional sales professional. This continuous partnership includes account acquisition and management (tracking, presenting, and closing agreed-upon retail targets), and performance monitoring.
Active broker vetting and management. Comprehensive support allowing you to optimize sales efforts without the cost of a full-time hire.
Contact Us
Dan Barnes
[email protected]
m: 919-200-8773