By now you know you need to manage trade spending. After all, for many consumer packaged goods companies—especially startup natural brands—trade spending is the second biggest area of expense after cost of goods. So how in the world do you manage it effectively? Fear not. Expert Bob Burke, cofounder of Natural Products Consulting Institute, lays it all out in a clear, concise way that’ll help get your business on a winning track.

This video is an excerpt from a two-day seminar natural products consultant Bob Burke held with broker John Maggiore in San Francisco in May. Learn more about Burke and Maggiore's natural products sales seminars at the Natural Products Consulting Institute website.