Cultivate CPG Names Eric Baldwin Vice President of Sales – Albertsons

Veteran retail executive brings more than 19 years of Albertsons Companies leadership experience to Cultivate CPG's brand partners

[Boulder, Colorado] – 9/17/26 – Cultivate CPG, the leading sales and marketing agency for natural and specialty CPG brands, today announced the hiring of Eric Baldwin as Vice President of Sales – Albertsons, effective immediately. In this newly expanded role, Baldwin will lead sales strategy and drive execution across the Albertsons Companies banner network on behalf of Cultivate CPG's portfolio of emerging and specialty brands.

Baldwin joins Cultivate CPG following a 19-year career at Albertsons Companies, most recently serving as Vice President, Own Brands | Sales & Revenue Growth Management. In that role, he led a 12-person team across Revenue Management, Category Insights, and Sales Planning, supporting a $16 billion Own Brands portfolio spanning more than 600 Fresh and Center Store categories.

Prior to that, Baldwin served as National Category Director, Health & Beauty Care, where he directed sales and merchandising programs across 17 categories generating $2.6 billion annually. He also held the role of Sales Manager, General Merchandise & HBC, where he held full P&L responsibility for a $265 million department across 122 Denver-market stores. His earlier career at Albertsons Companies and Safeway spanned Own Brands, Commercial Bread, Frozen, Bakery, and Dairy category leadership roles.

“I chose Cultivate because the people here have actually done the job, inside CPG, at distributors, and on the retailer side, not just sold around it. That's exactly what it takes to win shelf space for emerging natural and specialty brands, and that's what I'm excited to grow with this team and the brands we partner with.” said Eric Baldwin, Vice President of Sales – Albertsons, Cultivate CPG.

Baldwin's appointment reflects Cultivate CPG's continued investment in retail expertise and its commitment to deepening brand-building partnerships across the Albertsons Companies network.

About Cultivate CPG

Cultivate’s data driven approach, fueled by a partnership with SPINS, client tailored distributor reporting, and a custom CRM tool amplifies long standing relationships and know-how at the best retailers in America. This gives Cultivate the edge needed to help new and emerging brands make meaningful progress towards achieving their goals of growth in the CPG industry.

Media Contact:

Josh Cannon

Vice President – Sales and Operations