David Biernbaum

Founder & President, David Biernbaum & Associates LLC

DAVID BIERNBAUM is a consultant, master broker, national retail sales and business development professional, and marketing expert for consumer goods in the mass markets.

David Biernbaum…

Since 1977, is a consumer packaged goods professional in the field of marketing, retail sales, broker management, and business development.

Has a far-reaching background and resilient career building equity for major consumer packaged goods (CPG) companies…

…And also several start up’s and young companies, with national brands, niche brands, licensed, private label, and all types of specialty brands in HBC, OTC, GM, Oral Care, Non-Foods, and consumer electronics.

  • At (GSK) Beecham; led initial launch of Aquafresh toothpaste, a major global brand.
  • National leadership and new licensing agreements elevated Zooth Inc. to its market dominance leading to it’s acquisition by the Gillette Co. and then Procter and Gamble.
  • As Senior VP, led Vi-Jon Laboratories to become a major force in HBC private label leading to its highly profitable merger and industry dominance the company still builds on even today.
  • At The Gillette Company’s Oral B Laboratories; led sales forces through high-impact maneuvers often shattering record sales and breaking competition.
  • Highly successful development of several niche and specialty brands; examples include TheraBreath, Fresh & Go, Milkscreen nursing products, Mineral Ice, and others.
  • For major national companies such as Abbott Laboratories and Beecham Products; led regional launches for brand names such as Selsun Blue, Murine, Faultless, Tronolane, Cling Free Sheets, Calgon, Massengill, and Fruit Fresh.
  • As a transition consultant for a new owner at Medallion Foods; took over as interim president then re-staffed the company with great results and lasting success.
  • As COO at Ultradata Systems, Inc; licensed travel information computers to companies such as Rand McNally, AAA, Lucent Technologies, etc.
  • Launched several oral care products in the mass markets to raise funds for The Susan G. Komen Breast Cancer Research organization.

David Biernbaum has written hundreds of columns for trade magazines such as MMR, Chain Drug Review, and PL Buyer, and currently David is a “BrainTrust” panel member at, the very popular blog read every day by hundreds of retail executives.

Working directly with retail executives on numerous industry committees, David is also an instructor at colleges and he is a frequent speaker for industry seminars and panels.

Recently, David founded and developed the CPG Retail Professionals social networking group on LinkedIn. Services Performed:

  • Sales, Marketing, Business Development and Consulting
  • Master Broker: Chain Drug, Supermarket, Mass Merchandisers
  • Complete All-In-One Sales/Management
  • Hiring of all brokers nationwide and total broker management
  • Expert sales presentation development
  • Hands-On Retail Sales support
  • Expert Consumer Goods Marketing
  • Expertise with Market Analysis, Retail Planning, CPG Package Design, and Essential Sales materials.
  • Comprehensive Business Planning
  • Complete brand equity development
  • Trade Shows development with expertise for ECRM, NACDS Marketplace, GMDC, and PLMA.

Consulting available by phone, e-mail, on-line. Consulting available at David’s office or client’s facility.

Consumer Goods Marketing, National Retail Sales, and Business Development Specialist, and Consultant. Since 1977, outstanding success delivering brand-equity for client-companies, brokers, and retail partners, and more than 200 CPGs on today's shelves. HBC, OTC, Personal Care, etc., with bias for category expanders, superior technology, and premium pricing.
  • Posted on: 10/02/2018

    Will Amazon’s new $15 an hour minimum wage mess up rivals’ seasonal hiring plans?

    For certain, every human who wants to work has plenty of opportunities, and no excuses anymore for self-inflicted unemployment. There is a shortage of "workers" throughout the U.S. which means there will be indeed, competition for available human resources. Retailers will do whatever they "need" to do to be open and operate profitably now, through the holiday season. If certain retailers need to raise wages, or provide other advantages or benefits, temporarily or otherwise, I think they will do so.
  • Posted on: 08/16/2018

    Gallup poll says consumers prefer to shop for their own groceries

    It’s not surprising that many consumers still prefer to go to the grocery store and make personal selections, especially for fruit, meats, and fresh foods. Many other grocery store items, too, are personal, with shoppers having special preferences. It’s one thing to have canned foods or laundry detergents delivered, but it’s quite another to choose bakery items, or how firm you like your cantaloupes to be. Grocery stores will probably never be replaced by Amazon or delivery services.
  • Posted on: 08/07/2018

    Starbucks prepares for a Bitcoin future

    Starbucks has a long illustrious history of leading, not following and innovating, not imitating. Bakkt will be launched without many of the bumps on the Bitcoin highway. Ultimately, whichever direction Starbucks goes will become the "next generation" of Bitcoin for others to follow.
  • Posted on: 07/25/2018

    Kroger’s 90-day terms have CPG suppliers seeing red

    Target began making the same “request” one year ago. Here is the issue: once the supplier caves-in to Target, or Kroger, then it’s only a matter of time until the manufacturer will be under pressure to do the same for most other accounts, and eventually, your business model will need to adjust to 90 days for almost every retailer nationwide. That’s not a good situation. I am advising my clients to hang tough. I am requesting a face to face meeting with the powers-to-be, so that I can explain why this does not work for the client’s business-model, and the impact it will have on the brand’s ability to advertise, and to support the retailer’s promotions. In any case, without a personal face to face meeting with the true decision-makers, we will hang tough.
  • Posted on: 04/18/2018

    Honoring women

    In my field, the consumer goods and retail industry, where I work directly with quite literally thousands of women and men and having met with and spoken to so many women on these topics, I dare say that our space might be ahead of most industries. Since approximately 1977, I have had the opportunity in the CPG Retail Industry to work for, with, hire, or deploy, a rapidly increasing number of women at all levels, in nearly every capacity, and in companies I have worked for, with, or have been associated with, women are paid comparable salaries to men with similar responsibilities. The exception that I have observed over the years are in family-owned and operated businesses, where structures are off the charts. I do not presume to deny that inequality and harassment exist, because both issues do, in large numbers, including in the CPG retail business. However, I don’t believe that the root of the problems will be resolved by government intervention, intimidation of males, or by forcing males to behave in non-masculine ways that are unnatural. We can all be equals and work together quite effectively, while still recognizing and accepting that there are certain gender-differences; i.e., Venus and Mars. It just happens to be true. I think the better approach is teaching both males and females how to work and interact together, with one being as important as the other. This will be achieved much better with company communication between co-workers, rather than with “movements,” or lawsuits, or a new “McCarthyism,” or other synthetic solutions. Based on my own experience, communications, and relationships, I have every reason to be optimistic that we have come a very long way, and will keep improving, and I think the consumer goods and retail industry is the near-perfect environment to set the right example.
  • Posted on: 04/03/2018

    Walmart is focused on expanding its digital brand portfolio

    One of the primary reasons for Walmart's long-term survival, market leadership and success, and the reason it will continue for years, maybe decades to come, is that unlike Kmart, Sears, J.C. Penney, Toys "R" Us, etc., Walmart makes all the right pivots and adjustments to changing times and consumer purchasing cycles and trends.
  • Posted on: 03/28/2018

    Are Amazon lockers turning Whole Foods into a quick shop destination?

    No, Amazon lockers are not turning Whole Foods into a "quick shop" destination, or anything else other than a more convenient retail chain to do business with. Shoppers will continue to walk through the stores when they have time and fill up their shopping carts with unplanned purchases and, in fact, they will also do so online, perhaps even more-so. Keep in mind that Amazon has elite expertise with increasing the size and variety of purchase, online.
  • Posted on: 03/28/2018

    Bi-Lo, Winn-Dixie parent expects to thrive after Chapter 11

    Suppliers have concerns about the impact this has on business and payments from C&S Wholesale Grocers and also Cardinal Health. I think these companies will need to address these concerns with their valued suppliers and vendors as soon as they are able.
  • Posted on: 03/28/2018

    Retailers can reduce turnover by treating employees like consumers

    Common sense teaches us to treat employees the same as customers are treated, however in many retail businesses, customers are not treated all too well. I think there is a direct and indirect correlation. If the retailer has a culture where the customer is treated like royalty, then customers will behave nicer to employees, and employees will enjoy working in the store.
  • Posted on: 03/27/2018

    Whole Foods cuts local marketing staff

    From the supply side of the equation, I'm hoping that Amazon will create a buying atmosphere more user-friendly to consumer brands so that Whole Foods will look at new items, and new innovations, on a chain-headquarters basis. I think that Whole Foods misses out on many new opportunities due to the current store-by-store buying mentality.
  • Posted on: 11/13/2017

    Are data sharing concerns still holding back true personalization?

    I am confident that at least most self-actualized and stable-minded consumers have adapted to the brave new world of data sharing with retailers. I think resistance today is more two-fold:
    1. I’m in a hurry, and I just want to make this purchase quickly, and don’t have time to be bothered with sharing my personal information. I’m buying groceries, not a new home or car.
    2. I don’t want to give you all of my personal data because I don’t want your junk mail, and I don’t want you selling out my personal data to other firms that will send me mail I do not want.
    If retailers and their data partners can give assurance to consumers about how the data will be used, and not used, I think there will be less resistance.
  • Posted on: 04/21/2017

    Are Millennials and Gen Z more about convenience or price when they shop?

    Young consumers do concern themselves with price, however they are not comparing prices between e-commerce and brick-and-mortar but more so, they are comparing prices e-commerce vs. e-commerce, or even Amazon third party vs. Amazon third party Prime vs. Amazon Prime. Young consumers are not using e-commerce so much as a convenience, but more so because they are living in a different cultural mindset, where they prefer not subjecting themselves to a physically social environment to do their shopping. They are inclined to shop online where they can read reviews, compare and make decisions without subjecting themselves to sales people or verbal, eyeball-to-eyeball human contact.
  • Posted on: 04/21/2017

    How will Walmart’s price cutting affect Kroger and other rivals?

    I’m not convinced that a few lower price points at Walmart will have a major impact on Kroger and other supermarket chains. Two reasons:
    1. Comparing prices between Walmart and Kroger becomes convoluted because Walmart operates with a strict EDLP operation, but Kroger and most other supermarket chains actively promote with temporary price reductions and other price events, which means price points are not necessarily as consistent.
    2. Walmart’s price cuts are only as deep as cost reductions granted from manufacturers and vendors. Many suppliers to Walmart were unable to reduce cost to Walmart because supplier margins were very thin to begin with, and the cost of doing business has not decreased.
    I strongly believe that consumers will stay fairly loyal to current favorite retailers and that there are a number of variables other than a few pennies that drive their decisions.
  • Posted on: 02/17/2017

    Do consumers want to follow grocers on social media?

    Consumers “follow” grocery stores on social media, but don’t pay attention unless the posts are engaging and interesting. Grocery stores are competing for attention with literally hundreds and thousands of other social media posts. If consumers become accustomed to anticipating embedded clicks for discounts, recipes or other offers, they will pay some attention. However, even more important, social media posts or content needs to be consistently interesting, entertaining or beneficial to create “habit.” What I see more often are the same clichés and meaningless “me-too” posts that will be habitually ignored. For example, “TGIF from XYZ supercenters,” will be ignored. What is more likely to get attention, for example is, “How can XYZ make its top-rated salad bar even better? Best suggestions will (be rewarded!)” or, “special deals for our followers this weekend!”
  • Posted on: 01/31/2017

    Will free two-day shipping give Walmart an edge over Amazon?

    Two-day shipping will definitely expand customer options for Walmart shoppers, expand e-commerce for Walmart and, if well executed, it will drive new business and create more dollars and profits for Walmart. However Amazon will feel no pain, because Amazon is extremely well-developed, established and will continue to offer an extensive depth of assortment, variety, quality, price points and brand names. Amazon is a well-established way of life and, much like a big shopping plaza, it is loaded with third-party variety and competition on each item.

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