Why Moving to an FMCG Distributor like WAC Will Help Your Brand

If you’re building a product-based business, getting your goods on supermarket shelves is a major milestone. But with that growth comes complexity - especially when you’re juggling logistics, promotions, orders, and endless back-and-forth. That’s where a trusted FMCG distributor can make all the difference.

At William Aitken & Co (WAC), we work with brand owners at all stages of their journey - from emerging New Zealand businesses to global category leaders. And when it comes to choosing the right structure for your distribution partnership, there are two key models:

1.      Commission-based

2.      Buy model

Here’s what you need to know, and why more and more brands are choosing the buy model as the smarter way forward.

What’s the difference between a commission model and a buy model?

In a commission model, you (the brand owner) retain ownership of your product throughout.

The product is held in your warehouse, under your existing supply arrangements. You cover all the operational costs - from promotions and in-store pricing to logistics and order fulfilment.

Your distributor supports your efforts in-store and takes a small commission on the invoice value.

In my experience, a commission model does involve a lot more back and forth. “Do they want to fund the promotion? What price point are they going to support? It all takes time.”

By contrast, the buy model simplifies the relationship. WAC purchases the product from you at an agreed set price and takes responsibility for the rest.

One thing I tell brand owners is that once we pitch the product for a set price, we pick up all the transactions from there on - storage, freight into stores, DCs, pricing, promotions, the field team - we manage all of that. Of course, you as the brand owner are still involved in strategy and marketing, but we take the pain out of the day-to-day.

Why the buy model works better for most brands

From a brand owner’s perspective, the buy model is clean, simple, and frees up valuable time and energy. Instead of needing to approve every individual in-store activation or pricing change, you can focus on the things only you can do - NPD, marketing, brand building, and growth.

Yes, it’s a simpler model. You’re selling the product to one customer – us, WAC - and you know exactly what price you’re getting paid. And that really does help with cashflow plus gives you more focused time.

“You can channel all your energy into building the brand.”

It’s also a better fit for brands who don’t want to get caught in the weeds of grocery retail.

Like we tell new brands, “Grocery commission can be a lot of work. You’ve got to pull the brand owner into every conversation. Most people don’t have the time or experience to do that well - and that’s where we come in.”

But what if I want to stay in control?

Some brand owners worry that moving to a buy model means giving up control. With our team at WAC, that’s not the case.

You still get the same legal input, the same say over how your brand is represented.

“Discounting a premium product just to get volume? That’s not the WAC way.”

We work with you, closely, to get the right outcome for your brand. Our job is to ensure your brand is protected

We have seen an increasing trend in WAC partners starting on a commission model and shifting to buy as they grow more confident.

For example, we’ve just moved Justine’s Cookies from commission to buy. For their team, it was really about freeing up time, simplifying the backend, and trusting us to manage the retail execution.

Justine's Cookies packing in progress.

So… should I choose the buy model?

If you’re looking to grow your FMCG distribution, streamline your operations, and focus your energy where it counts - the buy model is likely your best bet. It takes the admin off your plate and gives you predictable pricing, simplified logistics, and a true partnership.

Basically, you tell us your price. We take care of the rest.

Want to know more?

Whether you’re just starting out or looking to scale into major supermarkets, we’re here to help. At WAC, we tailor our approach to suit your brand and your goals — and we’d love to chat.

Let’s talk distribution →

About the author: Rachel Murrell is the Managing Director of William Aitken & Co. With over 20 years of experience in the FMCG industry, she works closely with brand owners to grow their presence across New Zealand’s major retailers.