Successfully Launching Products into Foodservice Distribution

As the CRFA show draws closer, many manufacturers look to this show to see if their products are a fit for the Foodservice Industry. The hope: to be discovered either by an enduser who can drive their listing into distribution or a distributor who realizes that there is a need for a specific product in their warehouse.
While this show and most shows are a great tool for growing manufacturer product sales, it will be rare that a manufacturer will launch into strong distribution by being discovered at a show.
Warehouses are bursting at the seams. Distributors do not want product redundancy. Unless you have a unique product, with a desirable price point and a customer who can purchase the critical mass needed to secure the listing, it is tough to launch "easily" into foodservice. Saying this though, there is still lots of opportunities in foodservice for new entries. Here are key criteria needed to secure a listing and grow your foodservice sales:

• Know and sell your point of difference in foodservice---your competitive edge.
• Know and sell to your target market. Always prioritize your "low hanging fruit"---the most likely "supporters" of your product.
• Know the critical mass/product sell through needed to secure a distributor listing and ensure you are targeting customers who can support this volume.
  
• Be competitively priced and target your tradespend money to the customer(s) who will drive your sales.
• Commit foodservice sales and marketing resources to maintain and grow your volumes.

Lastly, the above criteria are challenging for a company who does not know the foodservice landscape. It's important to link into key foodservice resources who understand the industry. This can definitely help prevent the added roadblock of hitting your head against the wall.