The industry leader in brand safe clear-outs.
Contact Us today to discover how our solutions can help with your liquidation needs. Contact UsYour Surplus Solution
Overstock. SLOB. Distressed. Excess. Short coded. Dated. SMI.
No matter what you call it, it is a drain on your resources and comes with financial, environmental and brand risk. You need a partner who understands, cares and has the means to minimize or eliminate that risk.
Contact us to find new value channel solutions for your brands.
Shared Priorities
Focus on growing your brand through Tier 1 retail partners.
Expand trial through Newtown’s rural (Eastern, Western & Northern) independent value channel retailers.
Assist in mitigating food insecurity, and drive affordability in northern and remote communities.
Drive success towards your ESG goals by maximizing consumption and keeping product from landfills.
Improve product traceability and distribution transparency.
What Brands Require
1
Protect Your Brand
2
Protect Your Competitive Environment
3
Minimize Waste/Maximize Consumption
4
Minimize the Drain on Your Internal Resources
5
Maximize Financial Recovery
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Testimonials
LIQUIDATION OPTIONS
Most brands liquidate through Tier 2 or Secondary Channels. This is where CPGsurplus does its best work for you.
LIQUIDATION THROUGH SECONDARY CHANNELS
The Secondary Channel is replete with independents who have been in operation for 25+ years – wholesalers and retailers.
It is a fragmented space requiring most CPG brands to place their trust in wholesalers to channel their product to consumers through surplus retailers.
Purchase roughly 80% of all excess/short coded product from CPG brands
Two companies own 50% of this market; one in Quebec, one in Ontario
Balance of wholesale shared by 10-15 other companies, including CPGsurplus
WHOLESALERS
Purchase roughly 80% of all excess/short coded product from CPG brands
Two companies own 50% of this market; one in Quebec, one in Ontario
Balance of wholesale shared by 10-15 other companies, including CPGsurplus
Pros of selling to Wholesalers
- Volume: purchase large quantities (see cons for why they can buy volume)
- Less internal resources required to manage: fewer orders, shipments, invoices, etc
- Less financial risk: most pay well
Cons of selling to Wholesalers
- The bad ones, who have been around for a long time
-
- Sell into tier 1 channels, primarily franchisee run grocery stores in Ontario and Quebec.
- Route product into the US
- Pay lower prices, typically 20-40% less than retail buyers
RETAILERS
Purchase roughly 20% of all excess/short coded product direct from CPG brands, the balance of product is purchased through wholesalers
40+ retailers in this space – all independent from Tier 1 banners
4 banners combined own 30% share, each with 60+ locations. The balance each have between 1 and 15 locations.
Pros of selling to Retailers
- Higher return then selling to wholesalers
- No risk of product being diverted to Tier 1 channels
- No risk of product being diverted to US or international markets
Cons of selling to Retailers
- Highly fragmented space
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- Process high number of orders, shipments, deliveries, etc
- Greater financial risk
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Leadership
The team at Newtown Enterprises has 30+ years’ experience working hand in hand with national and international brands and understands the unique challenges brands face in Canada.
Michael Villeneuve
CEO
As the CEO of Newtown, Mike has spent 25+ years either working for or with Canada’s leading CPG brands. He understands the Canadian CPG landscape including the financial and relational pressures Tier 1 retailers apply to their suppliers and hence the need to protect your brands and pricing models from marketplace risk.
Sandy Dalombo
Business Operations
With a solid background in finance and a degree in Retail Buying, Sandy plays a key role in streamlining business operations at CPG Surplus. Her expertise in financial management, paired with her operational insight, allows her to drive efficiency, optimize resources, and support strategic decision-making. Sandy is dedicated to ensuring the company’s processes run smoothly while maintaining a focus on cost-effectiveness and growth.
Ben Partridge
Sales & Marketing
Ben joined CPGsurplus in January 2023 after completing a business degree at McMaster University. He has built a strong expertise in crafting tailored clearance solutions that prioritize both brand protection and maximize cost recovery. With eight years of experience in retail and customer service in addition to his two years at CPGsurplus, Ben has developed a deep understanding of the complexities of clearance channels in the packaged goods industry.
Rick Spilak
Business Development
Rick knows how to grow and protect consumer brands. With over 25 years developing CPG brands such as Cavendish Farms, Neilson Dairy, Nestle and Cardinal Roadhouse, Rick uses his intimate knowledge of Canadian grocery, club, drug, mass and C&G to ensure your surplus inventories do not erode your everyday business; all while optimizing returns and ensuring product consumption.
Brooke Arnott
Sales & Operations Support
Brooke joined CPGsurplus after completing a degree in Business Management and brings over five years of experience in retail. In her role as Sales and Operations Support, she plays a key part in supporting sales initiatives while overseeing day-to-day operations and office administration. Highly organized and detail-oriented, Brooke is focused on streamlining processes, improving efficiency, and ensuring the business runs smoothly.
Contact Us
Leave us a note or any questions you may have, or better yet, give us a call at 1.800.901.8688.
OFFICE
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1-800-901-8688
info@cpgsurplus.com
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