A company must prioritize establishing trust and building relationships with retailers by providing consistent, adequate stock rather than over-stuffing shelves.

“they started trusting us they started giving us orders and I think we reached our Consignment Sales say PDC Val Journey a lot faster than normally a company would have”

Effective distribution requires strong infrastructure, defined territories, and identifying specific outlets that will purchase the product.

“Especially when Ethiopia is growing, it requires a very strong market to reach that wide territory across the country from one manufacturing location.”