Strategies for Effective Foodservice Distribution

One of the great pleasures of working as a consultant to manufacturers in foodservice is being able to educate clients and prospective clients on the nuances of foodservice distribution. While having a great product is crucial, it's equally important to know how to get it in front of the right customers. Let’s explore some effective strategies for achieving just that.

1. Leverage the Power of Social Media: Social media is a dynamic platform for guerrilla marketing. While it might seem daunting for those unfamiliar with it, it's a powerful tool for gaining product awareness. Organizations like Food Marketing Solutions and The Food Connector specialize in targeting the foodservice industry and can provide valuable assistance.
2. "Drag the Bag" Approach: I did this for years when selling for brokers and manufacturers. This hands-on approach involves targeting a list of operators and personally presenting your product to them. Allowing them to taste and experience your offering in their operation can be highly effective. Keep in mind that success can vary based on the availability of the decision maker.
3. Connect with Distributor Sales Representatives (DSR): DSRs play a pivotal role in getting your products in front of operators. However, they handle a vast array of products, with priority given to private label items. To capture their attention, it's crucial to showcase the profitability and unique value of your product.
4. Utilize Foodservice Brokers: Brokers interact with numerous accounts on a regular basis and can be strong advocates for your product line. Brokers often represent dozens of product lines & the most profitable lines get the majority of the attention. With brokers, you still need to get into the market and know your top customers!

?5. Maximize Food and Trade Shows: Industry events provide an excellent opportunity to engage with numerous potential customers in a day. However, it's important to weigh the expense of attending & exhibiting at a show against the anticipated results. Not all shows yield the same outcomes, so it's crucial to know your metrics beforehand. Focus on measuring both activity (such as samples distributed and contacts collected) and the ultimate result – the acquisition of new customers. Conduct a thorough review post-show to gauge your success.

Navigating the intricacies of foodservice distribution is a vital aspect of ensuring the success of your product. By employing a combination of these strategies and prioritizing them based on your unique situation, you can effectively get your offerings in front of the right customers and maximize their potential in the market. Remember, persistence and adaptability are key in this dynamic industry.

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