How to Sell Your Product to Good Eggs
Step-by-step guide for selling your product to Good Eggs, from pitch to promo. Tips on submissions, category reviews and retail readiness.
If you're a consumer business trying to get your products into specialty retailers like Good Eggs, this guide is for you. This article walks you through the submission process, what materials to prepare, and how to build long-term success in the retail market. You'll also learn how to approach grocery stores, build trust with retail buyers and present a wholesale offer that aligns with the store's mission.
Category Review Process
As of 2025, Good Eggs uses a category review process that runs monthly. This means buyers review submissions for each product category once a month. That gives their team time to evaluate product demand and fit within their broader assortment planning.
Timing matters. Submit your product during the appropriate category review period. If you miss it, don’t rush. Prepare thoroughly and plan to submit in the next cycle.
Do Market Research Before You Submit
Before reaching out, study what kinds of products Good Eggs already carries in your category. Visit their site and note the brands, packaging, pricing and how they position those items.
Compare your products to what’s on their shelves. Are your ingredients cleaner? Is your packaging more eco-friendly? Are you solving a need in a new way?
Look beyond Good Eggs too. Consider how your product performs in the local market — whether that's at farmers markets, small retailers or online. Use sales data, customer feedback and competitor analysis to strengthen your pitch. Understand the market dynamics and your product’s place in it.
Talk to customers in your category. Ask what they’re buying and why. Learn what gaps exist. This insight sharpens your unique selling proposition.
Get Your Operations in Order
Before you contact Good Eggs, ask yourself: are we ready to deliver consistently at scale? Retailers expect you to:
Handle larger orders with on-time delivery
Have compliant packaging
Track inventory and shipments reliably
Fund production runs that may have delayed payment cycles
If you’ve been selling direct-to-consumer, prepare for different lead times and more detailed compliance. Think about how you'll maintain product freshness and manage orders without sacrificing quality.
If needed, invest in logistics partnerships. Many brands work with local co-packers or third-party logistics firms when first entering the wholesale channel.
Gather the Right Submission Materials
You’ll need the following:
An email to submissions@goodeggs.com with subject line: "Period X - Brand Name - Item Type"
A brief intro about your company and why you’re a good fit
A completed New Item Form listing all SKUs you're submitting in ranking order
A signed Labor Affidavit if you're new
Info about distribution to their West Oakland warehouse and MOQs
A proposed launch promo plan
Optional: spec sheets, SPINS data or a brand deck
Keep the email clear. Use bullets, headings and attachments so it’s easy to scan. Buyers move fast.
Prepare a Strong Sell Sheet
Your sell sheet should include:
Product name and a high-resolution photo
Category, case pack size and MSRP
Minimum order quantity
Certifications like Organic or Non-GMO
Contact info and ordering instructions
Keep it clean and professional. Brands that use polished one-pagers stand out.
Send High-Quality Samples
Send two retail-ready samples per SKU. Make sure the packaging are visually appealing and reflects the product as it would appear on store shelves. Include your sell sheet and any supporting materials.
Use clear labels and reference your submission period in the email subject and package. Good Eggs should immediately understand what you’re submitting and how it fits.
Packaging should survive transit and arrive in perfect condition. Details matter.
Write a Strong Pitch Email
Your pitch email should include:
A short intro to who you are
Why your product fits Good Eggs’ mission
Your unique qualities or standout features
A proposed promotional plan
Proof of product demand, like sales data or testimonials
Attach all forms and relevant documents. Make your pitch easy to understand and actionable.
Explain Your Distribution Plan
Buyers want clarity on how your product will arrive and how often. Outline your delivery options to West Oakland, MOQs and any partnerships you have with distributors.
Even if you're small business, demonstrate that you understand the logistics. Mention delivery windows, shelf life and how you plan to protect product freshness.
If you're working with a warehouse or 3PL, explain how they’ll ensure on-time delivery. It's important to show that your distribution process is buttoned up.
Suggest a Promotional Plan
Launching with a promotional plan shows you're invested. You could suggest:
A 10% discount in the first four weeks
BOGO bundles or trial-size packages
Social media partnerships or content swaps
Good Eggs supports brands that help drive customer interest and increase sales. You can include timing, goals and how you’ll support promotion.
Show Proof of Product Demand
Buyers need to know your product will move. Include sales data, online reviews, reorder rates or testimonials. If you’ve had success in other retail stores, share the performance.
Even if you’ve only sold through e-commerce or local markets, velocity data and customer enthusiasm go a long way. Highlight your unique selling points and who your target audience is. If you’ve won awards, received media coverage or worked with influencers, include those highlights.
Make Ordering Easy
Make the buyer’s job simple. Include lead times, payment terms, minimums and ordering instructions in your materials. Be ready with clear invoices and consistent communication.
Use an invoice template that includes all key info. Automate what you can. This is where order operations tools can help you save time and reduce mistakes.
Follow Up Without Pressure
After submitting, wait 1–2 weeks before checking in. If you don’t hear back, follow up with updates — new data, press mentions or improved packaging. Stay professional and concise. Don’t send the same email repeatedly. Instead, treat each follow-up as a progress update.
If you receive a “no,” ask for feedback and keep refining your approach.
Build a Long-Term Relationship
Think beyond the initial meeting. Keep in touch with your buyer, especially if you’ve launched new SKUs, expanded your product range or adjusted your packaging based on customer feedback.
Show that you’re thinking long term. Be responsive, transparent and growth-oriented. Brands that stay close to their buyers often get access to new opportunities first.
Start Local, Grow Smart
"Own your backyard." Before you aim for large retailers, sell into independent stores, cafes and even gyms. These are smaller stores where you can build relationships with more customers, understand product demand, test packaging design and create a compelling sales pitch.
From here, you can gather feedback and use that to build your case with Good Eggs.
Retailers prefer working with brands that already have traction and understand what it takes to move product.
FAQ
1. How do I sell my product to Good Eggs as a small food brand?
To sell your product to Good Eggs, start by reviewing their food standards to ensure alignment. Then submit a complete package including a pitch email, the Good Eggs New Item Form, a signed Labor Affidavit, product samples, and a promotional plan during their monthly category review period.
2. What is the Good Eggs category review process?
Good Eggs follows a monthly category review process where buyers evaluate submissions based on timing, product fit, and demand. Brands must submit during the appropriate review window using the correct subject line and materials.
3. What should I include in my Good Eggs product submission?
Your submission should include a well-formatted email pitch, completed New Item Form, signed Labor Affidavit (if new), distribution details to the West Oakland warehouse, a proposed launch promo plan, and optional materials like a sell sheet or SPINS data.
4. What makes a product a good fit for Good Eggs?
Good Eggs prioritizes products with clean ingredients, sustainable sourcing, ethical labor practices, and packaging that supports product freshness. Brands should demonstrate product demand, retail readiness, and alignment with Good Eggs' values.
5. How can I increase my chances of getting on Good Eggs’ shelves?
You can improve your chances by doing market research, preparing retail-ready packaging, showing proven product demand with sales data, sending high-quality samples, offering a strong launch plan, and following up respectfully after submission.
