The answer is both!

• Distributors might feature your product under a private label or secure an exclusive deal, providing a path to business growth.
• Selling directly to the right foodservice operator can also create momentum with their distributor.
• Keep in mind that onboarding as a new vendor with a distributor can take months, so patience and persistence are key.

Do you have a solution to a foodservice operator’s challenges? If not, consider what sets you apart from competitors.

• Success often depends on matching the right product with the right customer.
• Avoid the trap of assuming everyone is a potential customer—focus on identifying and targeting your ideal audience for a more effective approach.

Understanding and optimizing logistics is crucial:

• Consider costs, timing, efficiency, communication, and problem resolution systems.
• Distributors may pick up products directly from your distribution center (DC) but will factor your freight costs into their internal cost structures.

Your sales structure will influence customer acquisition and satisfaction:

• Decide whether to build an in-house sales team or partner with a foodservice broker.
• A robust sales strategy will accelerate growth and ensure that both new and existing customers remain satisfied.

Evaluate your product’s journey at two levels:

• Brand & Product Concept: Identify where your product stands in its lifecycle, from inception to market ubiquity.
• Operational: Plan for logistical challenges, such as handling damaged cases, spoilage, and slow sales in specific markets.

A clear, adaptable go-to-market strategy is essential:

• Stay flexible and ready to adjust to changing market conditions or emerging opportunities.
• An effective strategy can be the difference between thriving and stagnating.

Foodservice distributors serve a wide array of sectors beyond restaurants, collectively referred to as Food Away from Home:

• Examples include healthcare, schools, entertainment venues, corporate dining, and military feeding.
• Use data-driven tools to pinpoint your most promising opportunities, saving time, money, and effort.

Foodservice distributors offer more than delivery services:

• They provide valuable insights into operations, menu pricing, inventory management, marketing, and staff training.
• For operators, rising costs and labor challenges mean understanding profit margins and menu pricing is critical.

Success in the foodservice market isn’t only about offering competitive pricing:

• Building strong partnerships and providing ongoing support can set you apart from the competition.
• As our friend Brooks French of PBA Produce reminds us, being a good partner is often the key to winning deals.

By focusing on these nine areas, you can navigate the complexities of the U.S. foodservice market and position your business for sustainable growth.