They are using promotional allowances to get product on shelf, but not overspending on the promotional and selling line item. This is the advantage of focusing on the small, independent distributors and having a sales team compensation that rewards an entrepreneurial approach.
If promotional allowances are reduced in the future, after accounts are established, the revenue line will reflect the true value of that new business.
Think of this as a teaser rate to get new business. Very basic tactic, but smart and resourceful.