22 Years: Apex’s Journey in a Changing CPG Landscape | Apex

It’s hard to believe that Apex Marketing and Sales is celebrating 22 years in business. What started as a lean operation built on hustle, relationships, and a belief in doing things the right way has grown into a trusted partner for brands navigating the ever-evolving consumer packaged goods (CPG) industry.

But it hasn’t been easy.
Longevity in this industry isn’t a given—especially when your focus is on the fast-changing world of better-for-you and organic products. It’s taken grit, resilience, and a relentless commitment to our clients and their consumers.

The Only Constant Is Change

Over the last two decades, we’ve seen an incredible transformation in how consumers shop, what they value, and how retailers operate. From the early days of natural food co-ops to the rise of digital shelves and omnichannel retail, the rules have been rewritten again and again.

When we started, “organic” was still a niche label, and the better-for-you category was just emerging. Fast forward to today, and natural, clean-label, and functional foods are driving growth across every major retail channel. That shift hasn’t just changed product assortments—it’s fundamentally altered how brands go to market, build loyalty, and communicate value.

Staying Ahead of the Curve

Staying relevant in this industry requires constant reinvention. At Apex, that means:

• Investing in Data: The days of intuition-only selling are long gone. We’ve built a team that can turn numbers into narratives—translating POS data, content scores, and digital metrics into action plans that grow sales.
• Omnichannel Expertise: We’ve adapted from managing traditional brick-and-mortar sales to driving strategy across eCommerce, click-and-collect, and in-store hybrid programs.
• Strategic Brand Building: We don’t just move cases; we build brands. Whether it’s launching innovation or revitalizing legacy SKUs, we bring a long-term lens to every decision.
• Understanding Retailer Dynamics: Navigating Walmart, Sam’s Club, and other major players isn’t for the faint of heart. It takes a deep understanding of their systems, expectations, and—most importantly—their consumers.

The Human Factor

Above all, what’s kept us moving forward is our team. We’re proud of the culture we’ve built—one that values curiosity, accountability, and tenacity. We’ve mentored interns into full-time leaders, watched brands go from startup to category captain, and formed relationships that go beyond the business.

We’re not just salespeople. We’re problem solvers, brand advocates, and partners in the grind.

Looking Ahead

22 years in, and we’re just getting started. The future of CPG will bring even more innovation, more complexity, and more opportunity for brands that are ready to rise above the noise.

To our clients, retail partners, and the incredible Apex team—thank you for being part of this journey. Here’s to the next chapter, and to building a healthier, more sustainable marketplace—one shelf at a time.

– The Apex Marketing and Sales Team