Mitch Gould, Founder and CEO of Nutritional Products International (NPI), recently discussed his career philosophy and approach to helping brands enter the U.S. market in a Q&A interview published on Citybiz. The digital publisher focuses on business coverage across 20 major U.S. markets, serving executives and entrepreneurs through regional news and CEO interviews.
Gould, a third-generation retail professional who describes retail as being "in my DNA," reflected on more than four decades working in consumer product distribution across categories including sports nutrition, dietary supplements, skincare, functional beverages, lawn and garden, and hardware. Throughout his career, he has helped brands secure placement with major retailers including Walmart, Amazon, Costco, Target, CVS, Walgreens, GNC, 7-Eleven, and The Vitamin Shoppe.
The interview highlighted Gould's work with high-profile athletes and entertainers on consumer product launches, including projects involving Steven Seagal, Hulk Hogan, Ronnie Coleman, Chuck Liddell, Wayne Gretzky, and Roberto Clemente Jr. These experiences helped shape his philosophy that promotion and visibility are essential drivers of retail success. "Promotion equals velocity, and brand awareness is king," Gould said. "You can have a great product, but if consumers don't know about it, it won't move off the shelf."
Gould discussed the importance of mentorship in his career development, specifically mentioning industry veteran Bob Wells who helped introduce him to major retail buyers early in his professional journey. Through these experiences, Gould developed relationships across the retail ecosystem while learning the importance of planning, discipline, and reputation. "One of the most important lessons I learned early on is that any goal without a plan is just a wish," Gould explained. "Retail requires planning, execution, and discipline."
The interview focused significantly on Gould's proprietary Evolution of Distribution® platform, developed through Nutritional Products International to help domestic and international brands navigate the complexities of launching products in the U.S. market. This integrated system provides comprehensive services including regulatory compliance, importing, logistics coordination, retail introductions, distribution, and marketing support. "The Evolution of Distribution® was designed to simplify the process of entering the U.S. marketplace," Gould said. "Instead of brands trying to manage multiple vendors across logistics, compliance, sales, and marketing, we built a unified system that brings every step under one coordinated program."
Gould offered guidance for entrepreneurs and international companies seeking to expand into the American retail landscape, emphasizing that success requires strong preparation, adequate capital, and experienced partners who understand the complexities of the retail ecosystem. "In many international markets distribution is a simple buy-sell model," Gould noted. "The U.S. requires far more infrastructure, including logistics coordination, regulatory compliance, and promotional strategy to create retail velocity."
The insights shared in the Citybiz interview highlight the significant challenges brands face when entering the competitive U.S. retail market and demonstrate how specialized platforms like Evolution of Distribution® can streamline what has traditionally been a fragmented and complex process. For international manufacturers and emerging brands, understanding these market dynamics and having access to integrated support systems could mean the difference between successful market penetration and costly failures in one of the world's most demanding retail environments.
