Programme: your product on retail shelves

More turnover and profit because your product is in all important stores.

Do you recognize the following?

Danielle Mol GreenUp Consulting

Make the impact you have in mind with your products

You want to know exactly when a retailer is going to include a product, so you can focus on what you need to do to be on more shelves as soon as possible. You would also like to remove any obstacles mentioned by the retailer. In fact, you want to prevent them being obstacles in the first place.

You want to have an ideal product range, which both you and the retailer earn enough from so that you can continue to invest in growth. In addition, you would like to be able to make good commercial agreements. It would be very nice if every euro you invested were in the right things. If you need to do promotions, you want to have a clear understanding of what possibilities there are and which methods offer the most added value.

You want to feel like you are quickly taking action, so that you can stay ahead of the competition and get on with what you are good at.

The time is now

More and more sustainable initiatives are coming onto the market that make the world a little better. That’s fantastic, but it also means you have to make speed as a company. Make sure you’re a first mover.

I worked in the food industry for almost 15 years and sat in meetings with many retailers. I put a lot of innovations on the market, so I understand exactly what you need to do to impress, realize growth and build a professional relationship with your customers.

That is why I have developed a programme for companies that want to conquer the retail world. You will learn how to create a strong story, remove any obstacles and really bring something to the retailer.

I teach you how to build a strong foundation so that you can also generate sustainable growth for your retail business. Your aim is not just to get on the shelves; you want to stay there, and to make enough money too.

In just 4 months, you will make huge strides. You will get access to tools and methods that you can always use, so it’s truly an investment in your company’s future.




And most importantly, you will have invested in a sustainable future for your company.


Let me introduce myself: my name is Danielle Mol, and with GreenUp Consulting it’s my mission to make plant-based food the norm within retail.

When I started working almost 15 years ago, it was my dream to make it big. That resulted in me taking huge strides in my career and, at the age of 33, I was a commercial manager responsible for 80 million euros.

Still, it did not make me happy. After a period in which I went on a fantastic world trip, travelling by land to India, I decided to commit to companies that contribute to my mission. Now I combine my commercial experience with my experience as a consumer, having eaten a plant-based diet for the last five years.


“Danielle helped us to identify the opportunities and threats on the supermarket shelf. Her report allowed us to make better decisions in our strategy. Danielle is passionate about her work and really submerges herself in the product and the world around it. Her calm, proactive approach and structured way of working meant that we really benefitted from working with her”

Chantal Engelen – Dutch Edamame

Danielle helped us a great deal with bringing over our proposition and USP in the best way possible and transforming this into a trade presentation for the retail sector. Together we thought about all possible aspects: logistics, margin calculations, POS material, promotion proposals, etc.
Danielle really identified the pain points and what we could improve. She thinks about things from all perspectives – consumers, retailers and suppliers – to maximise the value added for all parties. This was really useful for us, especially as it was exactly at the time when we most needed it, right before we entered advanced discussions with retailers! We’re 100% satisfied and happy with what she did for us.”

Berend Eberson – Grünten



For companies that:

To check whether the programme suit you, please email me or schedule a match call:

frequently asked questions

Click on the question to read the answer:

Generally not. I often save my clients time by helping them focus on the right things and by preventing them from making mistakes. So it saves a lot of research.

With the meetings and guidance you are directly involved with your company. So every hour in which you work on the elaboration or do something with my feedback, is directly investing in your strategy and story for retail.

I do expect that you prepare meetings in order to get the most out of it. get.

In each module, I give you all the important information on that subject. There are a number of sub-topics per module. In each module, all the text is written out and figures are provided. In addition, I have recorded the modules on video, and I share slides where necessary. I have also added relevant Word or Excel files to modules, so that you can work with them yourself.

In the latest modules, all useful files and calculations have been added.

We have an extensive kick-off meeting so I can advise you which modules to prioritize. As it is impossible to complete all modules fully in 4 months, you retain access for a year.

Do you recognize yourself in one of the descriptions below?

Then be sure to book your call:

A). We are still in the concept phase. There is still uncertainty about the positioning (for example, in which product category we should start and/or which variants we should introduce). I want to make a good choice here, lay down a good basis and from there with a good story to the retailer.

b). The products have already been developed. There are almost no listings yet. We are ready to sharpen our story even better to the retailer.

C). The products have already been developed and we have already planned a listing. We are faced with choices in investments and want to invest every Euro well and ensure that everything is ready for the start and that it will hit the ground running in the first few weeks.

C). Our products are already available in a few stores, but the turnover is not yet sufficient. We are ready to land a major client.

Online modules

Below you can see a summary of all the modules. Each module contains information in text form and video form, as well as tasks so you immediately apply the knowledge you’ve gained in your company!

To determine what your market entry and/or growth strategy should be, you need to have more insight into the different channels and how they relate to each other. What does the market look like? Which players fit your proposition? And what does this mean for your market entry strategy?

How do you gain more insight into the development of the category into which your product fits? Or could your product fit into multiple categories, and if so, which one do you choose? And what influence does this have on the introduction and rollout of your product?

  • • Desk research: what sources and approach
  • Position of your product in store
  • Finding market data to join the dots
  • Trends and developments: researching and monitoring

This step requires a lot of work from every company. How do you convince retailers about how unique your product is? And where on the shelves are you going to make the most impact? Through my step-by-step plan you will be really clear about your competition and will have the tools to focus on your Unique Selling Points.

  • White space model
  • Positioning and competition (also from the retailer)
  • Unique Selling Points
  • Think about what’s in it for them (your customer)
  • Shelf position

What products best suit the retailer, and offer you both the most potential? How do you choose different versions? And how do you calculate a good recommended retail price?

  • Defining final packaging, content, taste and quantities
  • Calculation margin and potential
  • Validation

How do you determine the potential of the customers? What goals can you define? Many companies want to be on as many shelves as soon as possible. I will challenge you on this, because what is most important is that you apply a strategy. After all, you usually only have one chance with a retailer (or have to wait until the next category manager is in post).

  • Estimating sales and potential of total sales
  • Forecasting
  • Shelf reset moments

How do you convince the head office that you will be successful? How do you use test cases, and more importantly,
how do you ensure that these contribute to your further rollout in the future?

  • How do you focus on working together and what’s in it for retailers
  • Proof or concept
  • • Validation and meeting requirements

Which buttons can you push to boost sales through the retailer and in stores? And how do you make sure you get the most out of every euro you spend?

  • Choosing support techniques
  • Goals for your promotions and how to achieve them
  • • Thinking in terms of scenarios and models

In this module I take you through the checklist and aids that I have devised after almost 15 years in the industry.
What elements should you include in your presentation? When will retailers decide to adopt your product?

  • What does the retailer pay attention to? What do they want to know?
  • Storytelling of your brand
  • How to build the presentation, what’s in it?
  • What do you use to convince retailers?

In this module there are useful tools that you can always use, such as a model to calculate margin, a forecast model and a negotiation strategy.

  • The correct margin calculation (Did you know, by the way, that not every retailer calculates margins in the same way?)
  • The correct cost price and purchase price
  • Promotion Tool
  • Terminology cheklist (margin, rotation, loss, etc.)
  • Forecast model
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