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We offer a holistic approach to maximizing a brand's chance of success in this highly competitive industry by optimizing sales, distribution, supply chain management, and marketing.

Critical mass is the point at which a growing company becomes self-sustaining, and no longer needs additional investment to remain economically viable. The term is derived from nuclear physics, where critical mass is defined as the smallest mass that can sustain a nuclear reaction at a constant level. When compared to the term’s financial use, the similarities are clear – being self-sustaining is the goal.

CRITICAL MASS is a partnership of proven beverage industry experts, each with a specific area of expertise that complements the others. The experience we have collaborating and the mutual understanding and respect that has resulted means maximum efficiency in determining the best overall strategy for your brand and the best possible execution of the elements of each discipline. Those who have found success in the beverage industry understand that these critical disciplines (sales, distribution,  supply chain management and marketing) are intertwined and must be aligned to reach the point at which growth, efficiency and profitability can be maintained (critical mass).

OUR BACKGROUND

1

SALES

&

DISTRIBUTION

MANAGEMENT

We offer a very tailored, focused experience for our brands needs.

SERVICES

CMG delivers execution services to setup distribution to conduct retail sales.CMG is committed to developing and executing a sales management plan that delivers longterm sustainability and growth.

1

SALES MANAGEMENT

DISTRIBUTION 

MANAGEMENT

KEY ACCOUNTS

FIELD SALES

RETAIL

MARKETING

SALES FORECASTING

GO-TO-MARKET

STRATEGY

MERCHANDISING

TRADE SPEND

UTILIZATION

BROKER

MANAGEMENT

RETAIL PARTNERS

2

SUPPLY CHAIN

&

OPERATIONS

MANAGEMENT

CMG builds and implements strategies that bring new products to market, scales brands to new markets and optimizes existing supply chains. CMG is committed to developing a supply change strategy, executing tactical supply chain activities and resolving unexpected supply chain challenges. 

2

SUPPLY CHAIN MANAGEMENT

MANUFACTURING

PROCESS

IMPROVEMENT

PRODUCT

DEVELOPMENT

SALES &

OPERATIONS

PLANNING

LOGISTICS

QUALITY

CONTROL

INVENTORY

CONTROL

COGS ANALYSIS

PROCUREMENT

3 Questions with Dan Morad of Critical Mass Group 

IN THE NEWS

CRITICAL MASS is a partnership of proven CPG industry experts, each with a specific area of expertise that complements the others. The experience we have collaborating and the mutual understanding and respect that has resulted means maximum efficiency in determining the best overall strategy for your brand and the best possible execution of the elements of each discipline.

MANAGEMENT TEAM

DAN MORAD

Managing Director Sales and Distribution

ROB ALSHULER

Managing Director SupplyChain 

MATT LOCKWOOD

Advisor

Marketing

TONY TANTAT

Advisor

Finance

AUDREY DECLOSMESNIL

Regional Sales Manager

INVENTORY

CONTROL

NABEEL HUSSAIN

Sales Operations

Manager

SARA MORAD

Field Marketing Manager

SEBASTIAN PAUL

Supply Chain Manager 

CMG's preferred partner for creating a dynamic in store sampling experience.

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our services and what package would work for your business.