Critical mass is the point at which a growing company becomes self-sustaining and no longer needs additional investments 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.

Those who have found success in the food and beverage industry understand that these critical disciplines (sales, marketing and supply chain) are intertwined and must be aligned to reach the point at which growth, efficiency and profitability can be maintained…Critical Mass.

OUR BACKGROUND

Critical Mass Group is a team of proven food and beverage industry experts, each with a specific area of expertise that complements the others. We offer a holistic approach to maximizing a brands chance of success in this highly competitive industry by optimizing sales and marketing. 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.

SERVICES

1

SALESMANAGEMENT

1

SALES MANAGEMENT

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.

DISTRIBUTION MANAGEMENT

FIELD SALES EXECUTION

CHAINSALES

RETAILMARKETING

CHANNELSTRATEGY

SALES FORECASTING

PEOPLEMANAGEMENT

TRADE SPENDMANAGEMENT

BEST IN CLASSMERCHANDISING

COVERAGE MAP

CMG HQ - SoCal

CMG HQ - Southeast

CMG HQ - Southwest

RETAIL PARTNERS

NATIONAL ACCOUNTS

NATURAL

ALL 11 REGIONS

GROCERY

SOUTHERN CALIFORNIA

NATURAL & SPECIALTY CHAINS

GROCERY & MASS CHAINS

HISPANIC & INTERNATIONAL CHAINS

CONVENIENCE & GAS CHAINS

SOUTHEAST

SOUTHWEST

DISTRIBUTION PARTNERS

BROADLINERS

DSD - PREMIUM

(SoCal Only)

DSD - MAINSTREAM

(SoCal Only)

2

FIELD MARKETINGMANAGEMENT

2

FIELD MARKETING MANAGEMENT

Glow Demo delivers execution services to conduct retail product demonstrations and execute field marketing initiatives. Glow Demo is committed to developing and executing a retail product demonstration and field marketing plan that delivers both immediate retail pull, product trial, and long term brand awareness.

COMMUNITY BUILDING

IN STORE DEMOS

CHAINACCOUNTS

BRAND AWARENESS

LOGISTICAL COVERAGE

INCREASED RETAIL PULL

SHOPPER EDUCATION

MERCHANDISING SUPPORT

ACTIONABLE REPORTING

CMG's exclusive partner for all of your field marketing needs.

3

SUPPLYCHAINMANAGEMENT

3

SUPPLY CHAIN 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. 

PRODUCTDEVELOPMENT

SALES & OPERATIONSPLANNING

PROCUREMENT

MANUFACTURING

LOGISTICS

QUALITYCONTROL

INVENTORYCONTROL

PROCESSIMPROVEMENT

COGS ANALYSIS

IN THE NEWS

3 Questions with Dan Morad of Critical Mass Group 

INVENTORYCONTROL

TEAM

DAN MORAD

SARA MORAD

ROB ALSHULER

JENNIFER MONACO-LOFGREN

JAMIE BRENT

Founder & CEO

Managing Director Field Marketing

Managing Director Supply Chain 

Sr. Director of Sales - East

Sr. Director of Sales - Natural

SHAWN CUMMINGS

AUDREY DECLOSMESNIL

CHRIS ISLAS

ERIC SMITH

PHIL KONAN

Sr. Manager

Sales Operations

Analyst 

Sales Operations

Director Sales - West

Director of Sales - Natural

Director

Field Execution


RUBEN ALVARADO

SHAYNE CARUSO

STEVEN ESCANDON

ANTHONY GOMEZ

DAVID GUNN

Area Sales

Manager

Area Sales

Manager

Manager

Field Execution - North

Manager

Field Execution - South

Area Sales 

Manager

TYLER HEALEY

RYAN HUDSON

SARAH MILLER

SAYO ORANGE

MATE LANDEKA

Area Sales

Manager

Area Sales

Manager

Area Sales

Manager

Area Sales

Manager

Supply Chain

Manager

JACK & GEORGE MORAD

Office Management

BRAND PARTNERS

We partner with the industry's most disruptive entrepreneurs to help accelerate the growth of their innovative brands.

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