Launching Products into Foodservice: The CRFA Show

Every year manufacturers look at the CRFA Show as the key to launching their products into Foodservice distribution. Although this is the highest profile show in Foodservice, it is rare that you will gain your listing from simply showing your product at the show.
Most manufacturers with a potentially strong product for Foodservice will generate pages of customers who would like to purchase your product, but very few customers have the clout to secure your listing at a distributor.
If you do not have your product(s) listed in Foodservice, the following are some tips that can help:
Before show preparation

• Clearly understand and summarize the features, advantages and benefits of your products.
• Define your target market/customer.
• Understand your competition.
• Is there a need for your product.
• Make your booth stand out to ensure you attract your target customers.
  

At the show

• Target the customers. who have the ability to secure your listing. These are the ones you want to follow up with after the show. Smaller customers will only be able to buy your product once listed at their distributor.
  
• Find out how your target customer's organization works, their needs and the key people who will champion your listing.
  
• Who is their distributor?

Post show

• Prioritize the leads that will drive your listing.
  
• Do more research into the organization before contacting the key contact who will drive your listing. Focus on their website, operations people, visit their establishment(s), talk to their customers and colleagues in the industry----Figure out your angle and uncover all possible road blocks. Remember not knowing enough before you call your key contact can close the door to your opportunity.
  
• Use your findings strategically as the most important thing is to listen to your customer and then demonstrate that you can meet his/her needs.