CPG brands now have better options than grocery stores, says VC investor

Elio Leoni Sceti, co-founder of venture capital business The Craftory and former Reckitt Benckiser and P&G executive, believes that startup consumer brands risk compromising their quality standards and other strategic objectives by courting relationships with big retail chains. “We think that the moment that somebody wants to go on (the) Tesco shelf (for example), very often is the beginning of the end. And the reason is very simple, which is that in consumer goods, the big guys, the big companies are setting the agenda of what’s on shelf,” he told CNBC.