How Coro Foods Centralized Retailer Management
As Coro Foods scaled, they hit a wall: managing retailer relationships with multiple distributors and retailers required piecing together spreadsheets, calendars, and notes from meetings. With a very lean sales team, they were hesitant to launch a generic CRM because they knew it would require too much work and time to get everything in one place and the team hadn’t found a CRM that was CPG specific and would allow them to streamline everything easily.
The Challenge
"We couldn't track which SKUs were active at which retailers, at what price points, across how many stores," explains Sherri Sparaga. "Everything was scattered across different tools."
The team was managing complex distributor relationships—some retailers required direct warehouse delivery, while others used traditional DSD distributors. Generic CRMs treated all these accounts the same way: as "accounts."
A system that understood CPG's unique supply chain and how the distributors & retailers were interconnected.
What Coro Foods Needed:
The Solution
Vismerch became Coro's daily sales command center. When Paula needed to upload SKU authorization data across dozens of retailers, Vismerch could bulk import from distributor reports—automatically understanding fields like "retail price," "distributor cost," and the critical distinction between store universe and stores selling.
The platform connected everything scattered across their previous tools: promotional tracking, meeting notes with distributors, emails and daily tasks—all linked to the right retailers, products, and relationships.
The Results
Centralized all distributor and customer information — from national partners to regional players — each with pricing data and delivery models
Eliminated manual SKU tracking — across retail chains and distributor networks
Single source of truth — the team's instinct became "I need to note this in Vismerch"
Natural team adoption — the platform became the default system for daily work
Paula Cappellin, Coro Foods
"That's how I start in the morning—checking my to-dos in Vismerch. I can see what I have to do, and it's all connected to the actual accounts and retailers we're working with. It's built exactly how CPG teams actually work."
Why it Works:
Vismerch isn't a generic CRM retrofitted for CPG—it's built from the ground up for how CPG brands manage retailers. When Coro mentioned needing to track "direct warehouse delivery" as distinct from DSD, there was immediate understanding. When they needed to differentiate between a reseller and a regional distributor, the platform knew these weren't just different "account types."
For emerging CPG brands scaling nationally, Vismerch provides purpose-built retailer management at $75/month that would cost enterprise prices elsewhere—without the complexity or irrelevant features. Coro enjoys the fact that Vismerch is a nimble CPG start-up that can morph with their business.