The Challenge

When you're managing a portfolio of iconic natural brands across dozens of retail and distributor relationships, trade spend complexity comes with the territory.

For Clayton Sayers and the team at Hain Celestial, that complexity showed up in a specific and costly way: hours of internal debate with no clear resolution. Teams were stuck on calls trying to answer basic questions:

• "Is this deduction mine?"
• "Did this program run?"
• "Which retailer does this belong to?"

With multiple distributor partners, overlapping retail programs, and brands like Earth's Best, The Greek Gods, Celestial Seasonings, Imagine Soup, and Maranatha all running simultaneously, even simple questions took hours to resolve — and the answers were rarely definitive.

"We used to be on calls for hours and hours… just debating."

This is the hidden cost of poor trade spend visibility. It's not just the margin that leaks — it's the time, the confidence, and the organizational clarity that erodes with every unanswered question.

The Solution

Implementing TrewUp fundamentally changed how the team operated. Instead of piecing together data across systems, everything became centralized, visible, and — most importantly — trusted.

1. Clarity and Conviction With Retail Partners

Teams can immediately identify whether a deduction is valid, who owns it, and where it should be allocated — across every brand, distributor, and retail partner at once. No more guesswork going into conversations with Whole Foods, Sprouts, or NCG independents.

"It's given us so much more clarity and just conviction whenever we're trying to work with our retail partners."

2. Fact-Based Conversations

Internal discussions shifted from opinion-driven debates to data-backed decisions. When everyone is working from the same source of truth, the debate disappears.

"It's no longer debating. It's fact-based — this is what's happening. This is what's going on in the business."

3. Seamless Program Attribution

Managing programs across distributors and retailers became significantly easier, with clear visibility into where spend belongs and whether programs actually ran as planned.

"Yes, I meant to run that program. Yep, that belongs to me. That goes to this other person."

The Result

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Hours of Debate Eliminated, Every Week

What used to consume hours of cross-functional calls now resolves in minutes. For a lean team managing a complex, multi-brand portfolio, that time compounds quickly — and getting it back changes how the business operates day to day.

"We can get to the right answer so much faster than what we could in the past."

Recovered and Protected Revenue

By validating free fills and catching errors before they slip through — including the kind of fat finger mistakes that are easy to miss — the team avoided costly inaccuracies and improved financial accuracy across the board. In a business where trade spend is one of the biggest P&L levers, that kind of oversight isn't optional — it's essential.

Streamlined Deduction Management

Submitting repayment requests and challenging deductions used to mean piecing together information from multiple sources. Now it all happens in one place.

"It's been such a lifesaver for us… we can get to the right answer so much faster."

Looking Ahead

As Hain Celestial's portfolio continues to grow — with new innovations like Earth's Best Big Kid Bites, Greek Gods single-serve, and Celestial Seasonings' expanded wellness lineup — so does the complexity of managing trade spend across it. More brands, more programs, more distributor relationships. Without the right visibility, that complexity compounds fast.

With TrewUp in place, the foundation is already there. Every cycle, the data gets cleaner, decisions get faster, and trade spend becomes a managed lever rather than a source of ongoing debate.

Hain Celestial is one of the most recognized names in natural and organic CPG, with a portfolio spanning baby nutrition, yogurt, tea, soup, and nut butters — including Earth's Best, The Greek Gods, Celestial Seasonings, Imagine Soup, and Maranatha. Sold through major retail partners including Whole Foods Market, Sprouts Farmers Market, and NCG, managing trade spend across that footprint requires more than good intentions — it requires a system the whole team can trust.

Trade Spend Made Clear.