For many founders, securing a credit facility feels like crossing the finish line. In reality, it’s the starting gun for a long-term operating relationship that will shape how you run your business for years to come.
The short answer: Asset-based lenders evaluate CPG brands across five core criteria: the leadership team’s track record, clear product differentiation, a credible omnichannel distribution plan, a disciplined financial roadmap, and a diversified sourcing strategy. Strong receivables and inventory matter, but lenders fund the operators and the plan behind those assets, not just the balance sheet.
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