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.

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.

OUR BACKGROUND

1

SALES

MANAGEMENT

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

CHAIN

SALES

FIELD SALES EXECUTION

RETAIL

MARKETING

SALES FORECASTING

CHANNEL

STRATEGY

TRADE SPEND

MANAGEMENT

PEOPLE

MANAGEMENT

BEST IN CLASS

MERCHANDISING

RETAIL PARTNERS

NATURAL / SPECIALTY CHAINS

GROCERY / MASS CHAINS

HISPANIC / INTERNATIONAL CHAINS

CONVENIENCE / GAS CHAINS

DISTRIBUTION PARTNERS

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.

2

FIELD MARKETING MANAGEMENT

LOGISTICAL COVERAGE

MERCHANDISING SUPPORT

COMMUNITY BUILDING

CHAIN

ACCOUNTS

IN STORE DEMOS

INCREASED RETAIL PULL

BRAND AWARENESS

SHOPPER EDUCATION

ACTIONABLE REPORTING

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

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. 

3

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

TEAM

DAN MORAD

Founder & CEO

ROB ALSHULER

Managing Director Supply Chain 

INVENTORY

CONTROL

SARA MORAD

Managing Director Field Marketing

PHIL KONAN

Director

Field Execution


AUDREY DECLOSMESNIL

Director Sales - Natural

ERIC SMITH

Director Sales - West

ANTHONY GOMEZ

Manager

Field Execution - South

CHRIS ISLAS

Analyst 

Sales Operations

JACK & GEORGE MORAD

Office Management

DAVID GUNN

Area Sales 

Manager

STEVEN ESCANDON

Manager

Field Execution - North

SHAWN CUMMINGS

Sr. Manager

Sales Operations

JENNIFER MONACO-LOFGREN

Sr. Director Sales - East

RUBEN ALVARADO

Area Sales

Manager

SHAYNE CARUSO

Area Sales

Manager

TYLER HEALEY

Area Sales

RYAN HUDSON

Area Sales

Manager

SARAH MILLER


Area Sales

Manager

SAYO ORANGE

Area Sales

Manager

COLLIN GATES

Manager

Supply Chain

BRAND PARTNERS

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

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