Pita, I recall you mentioning you were in the wholesale industry for 25 plus years? So you probably know better than anyone if you want your product distributed to retailers there is a pay to play feature that can have you in stores tomorrow for the right price. For a young company this is a barrier to market entry so for now the company is doing it themselves and going out and meeting with retailers directly while working with those distributors who will work with them in a cost effective manner.
You could debt finance the distribution costs and get your product into retailers with the hopes it sells, but this is a risky strategy and to be avoided at all costs...or maybe spin off a subsidiary to instantly generate capital to cover said costs...
Eventually they will have some form of a permanent sales team, but its still early for that, imo.
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