Jim Hansen is a commercial and channel specialist with nearly four decades in FMCG, including senior roles at Nestlé across commercial, category and field sales. Throughout that time he has developed a deep fascination with how product flows from a supplier through the wholesaler, to the retailer before finally reaching the consumer.

Jim has operated inside every journey PRIME Flow measures — not as an observer, but as a practitioner in each one.

Journey 1 — Supplier to Wholesaler. As a channel controller, he delivered wholesale growth across confectionery, healthy snacking, water, premium beverages and ice cream — working directly with MDs, business owners and commercial buyers to win the support that gets a product ranged in the first place.

Journey 2 — Wholesaler to Retailer. He led a national field sales team calling on wholesalers and cash & carry depots. Using shopper insight focused on the retailer as a buyer, his work there included introducing the first digital media touchscreens in the channel, recognised with a POPAI award. As retail influence has expanded into digital, so has Jim's expertise.

Journey 3 — Retailer to Consumer. This is where his career began — talking to retailers directly, seeing first-hand what actually determined whether a product sold or sat on the shelf, as a local territory sales manager calling on independent retailers and convenience stores, helping retailers increase sales to their customers.

Years later, he returned to that same ground — leading a national field sales team calling on thousands of convenience stores — but this time bringing everything he'd built in between: category, insight and activation knowledge, now applied at national scale.

PRIME Flow was built on that full-journey experience — because he's lived inside every one of them.

What's Unique About PRIME Flow

No sales data required

Most tools that look at wholesale convenience performance need data to work with — sales history, SKU-level volumes, and trading reports to spot where things are going wrong. PRIME Flow doesn't need any of that. It measures the conditions shaping flow directly — which means it can run before a single case has even been produced, identifying where flow is being constrained.

The full journey

It also measures the full journey, not one stage. Most approaches focus on a single area — supplier to wholesaler, wholesaler to retailer, or retailer to consumer. PRIME Flow measures all three journeys, because a product can be lost during any one of them. It also works retrospectively, diagnosing why a product that should have succeeded didn't.

But its real point of difference is what it can do before anything ships — including before consumer media spend has even been finalised, meaning here is still time to strengthen product flow.