Case study3 min read

Brooklyn Biltong: Accelerating Retail Growth in a High-Barrier Market

Despite the name, Brooklyn Biltong, a clean-label, high-protein beef snack rooted in South African culture, was struggling to establish a foothold in the New York market. New York’s independent retail market is dense, diverse, and DSD-dominated.

It is a challenge across the industry. In early 2024, they partnered with RepRally to launch a true feet-on-the-street retail campaign.

The Challenge: Breaking Through NY’s Retail Complexity

Brooklyn Biltong faced several hurdles entering one of the most competitive retail markets in the country.

Hyper-Saturated Market –
With limited shelf space, tough competition, and a unique product, Biltong needed extra education to win over store owners and customers
Independent Retail Landscape –
New York’s retail scene is filled with small independents, often requiring in-person visits and relationships to open accounts
Distributor Gatekeeping –
Many stores depend on DSD distributors and are hesitant to take on brands that aren’t already in their network or on their shelves

The Solution: Hyperlocal Execution Powered by Smart Tools

RepRally helped Brooklyn Biltong establish a foothold in NY by combining trusted reps with advanced tools.

Local Sales Reps -
Activated reps with strong books of business and longstanding relationships across with independent store owners
Cultural Fluency -
A diverse team that builds real connections with store owners from Chinese, Korean, Mexican, Indian, and African communities
Smart Sales Tools –
Equipped reps with decision-maker timing guidance, reorder alerts to prevent churn, and built-in performance incentives to drive execution

The Results:

Rapid Traction in a High-Barrier Market 🚀

Secured shelf space in highly competitive NY stores typically resistant to new brands. What normally takes brands a year or more, Brooklyn Biltong accomplished in just a few months—with high quality sales reps, sustainable sell-through, and account retention.