Pleasantly Persistent-Rooted Food Sales Podcast!: Recent Episodes
Matt Cotton-Founder of Rooted Food Sales
Talking through the challenges, joys and all the daily topics that are part of our Food Sales world!!
Topics Discussed:
🎧 Sales Strategies for Food Operators
🎧 Trends in Convenience Stores
🎧 Exploring Hidden Channels: Commissaries and Senior Living
🎧 Food Trends and Consumer Preferences
🎧 The Future of Mocktails and Beverage Pricing
Topics Discussed:
🎤 Leadership and Development
🎤 Marketing in Food Service vs Retail
🎤 Effective Marketing Assets
🎤 Cold Selling Strategies
🎤 Trade Shows: Strategies and Insights
Topics Discussed:
📖 Introduction to Leadership and Collaboration
📖 The Journey of Growth and Learning
📖 The Importance of Feedback and Communication
📖 Hiring for Success: Building a Legacy
📖 Leadership Aspirations and Transformative Experiences
Topics Discussed:
🌮 The Fast Casual Dining Landscape
🌮 WTF: Weekly Taco Features and Innovation Process
🌮 Operational Challenges and Ingredient Sourcing
🌮 Supplier Relationships and Best Practices
🌮 Building Strong Partnerships with Suppliers
Topics Discussed:
📌 Understanding Sales Strategies in DOT
📌 Building Relationships with Business Development Managers
📌 Best and Worst Practices for Brands
📌 Communicating Changes in Operator Volume
📌 Maximizing the Partnership with DOT
Topics Discussed:
💼 Building a Foodservice Team
💼 Interviewing for Foodservice Sales
💼 The Art of Foodservice Selling
💼 Navigating Challenges in Foodservice
💼 FOMO with Trade Shows and Networking
Topics Discussed:
👶 Navigating Maternity Leave and Sales Management
👶 Best Practices for Parental Leave Planning
👶 Traveling as a Working Parent
👶 Empowering Conversations Around Parenthood
👶 Building Community and Support in the Workplace
Topics Discussed:
🍽️ Dining Experience at the University
🍽️ Innovations in Campus Dining
🍽️ Student Engagement and Dining Culture
🍽️ Trends in Food Preferences and Ingredients
🍽️ Advice for Brands in the C&U Space
Topics Discussed:
🌱 Journey to Sobriety: Personal Stories and Insights
🌱 Navigating the Foodservice Landscape
🌱 Resources and Strategies for Foodservice Success
🌱 Preparing for Trade Shows: Best Practices and Insights
Topics Discussed:
🤝 Introduction to Negotiation Dynamics
🤝 The Cringe Factor in Negotiation Approaches
🤝 Real-Life Salary Negotiation Strategies
🤝 The Importance of Context in Negotiation
🤝 Cultural Differences in Negotiation
Topics Discussed:
🍯 How hot honey became a category, not just a condiment
🍯 Creative strategies that are working right now in foodservice
🍯 Why brand recognition matters at the menu level
🍯 The role of operator feedback in innovation
🍯 How retail + foodservice can (and should) work together
Topics Discussed:
- Understanding the Right Time to Partner with Dot Foods
- Maximizing Partnerships with Dot Foods
- The Unique Experience of the Dot Show
- The Game-Changing Role of Dot Foods in Foodservice
- Marketing Strategies and Brand Visibility at Dot Foods
Topics Discussed:
- Navigating the Foodservice Channel
- Understanding Beverage Strategies in Foodservice
- Trends in the Beverage Industry
- Engaging with Quick Service Restaurants
- Building Relationships in a Virtual World
Topics Discussed:
- The Importance of Team Engagement and Innovation
- Rethinking Trade Shows and Events
- Building Trustworthy Relationships
- Effective Outreach Strategies for Sales
- Understanding Industry Trends and Needs
Topics Discussed:
- Gen Z & Gen Alpha Food Trends
- Inclusivity & Allergen-Friendly Offerings
- Global Flavors & Culinary Exploration
- Partnering with Sodexo
- Staying Inspired & Trend-Focused
Topics Discussed:
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Trade Show Insights & Industry Trends
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Getting Noticed in Distribution
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Sales & Incentive Strategies for Food Brands
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Navigating New Distributor Relationships
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The Importance of Transparency & Data in Distribution
Topics Discussed:
- Building Authentic Relationships in Business
- The Importance of Long-Term Connections
- Transparency in the Food Industry: Building Trust and Loyalty
- Navigating Distributor Relationships
- Sales Strategies and Incentives
Topics Discussed:
- The Role of a Life Coach in Personal Development
- Embracing Masculinity and Personal Transformation
- Understanding Gender Dynamics in the Workplace
- The Importance of Play in Work-Life Balance
- Productivity Strategies and Daily Routines
- Travel Strategies and Healthy Eating on the Go
Topics Discussed:
- Family and Team Dynamics
- Consumer Trends in Plant-Based Foods
- Advocacy for clean, whole foods that taste good
- Balancing entrepreneurial work with personal life.
- Staying focused with multiple tasks and responsibilities.
- Food Service vs. Retail Expansion
Topics Discussed:
- The Impact of Citrus Greening Disease
- Unwavering Commitment: Fanatical About Flavor and Excellence
- Uncle Matt's 25-Year Organic Juice Journey: Challenging Industry Giants
- The Decline of Florida's Citrus Industry: From 250 Million to 25 Million Boxes
- Discovering Delicious Granola
- Favorite CPG Picks
Topics Discussed:
- Emerging Trends in Specialty Coffee
- Heather's Top Coffee Picks
- Gen Z's Impact on Iced Drinks
- Best Approach & Titles to be Aware of When Prospecting Coffee Shops
- Indonesia, Africa, and Central/South America: The Bass, High Notes and Melody of Coffee
Topics Discussed:
- Building Strong Distributor Relationships: Showing Up and Listening
- Breaking the Ghosting Cycle: Building Rapport Over Email and Phone Calls
- Navigating Plant-Based Startups: Overcoming Language Barriers
- Working with Distributors: Commitment, Coolness, and Openness
- QSR Crushes: Salad Chains & Tupelo Honey Southern Kitchen
Topics Discussed:
- Creating a Culture of Connection
- The Key to Startup Success
- Advice for Early Stage Brands
- Directness in Business Relationships
- Building the Right Team
Topics Discussed:
- The Journey of a Sales Professional
- The Value of Sales Education
- The Importance of Taking Breaks
- Challenges and Strategies for Remote Sales Teams
- Subject Line Strategy for Prospecting
Topics Discussed:
- Leadership development involves self-awareness.
- Leadership through influence vs leadership through authority.
- Building an environment of trust.
- One-on-one meetings should be personalized and focused.
- Celebrating success and growth.
Learn more about Thane here: https://www.thanemarcus.com/
Topics Discussed:
- Differences in Selling CPG in Different Markets
- Following Up After a Busy Show
- Building Connection and Culture Through In-Person Meetings
- Creating a Strong Company Culture Through Team Bonding
- Strategies for Managing Back to Back Shows
Topics Discussed:
- Overcoming Negative Self Talk
- The Power of Journaling
- Taking Control of Your Mind
- Intentional Mindset Training
- Purpose Performance-Mind Body Connection
Topics Discussed:
- Keys to a Successful Interview Process
- The Red Flag in a Sales Interview
- Using Seamless AI for Efficient Search
- The Ideal Rounds for an Interview
- Determining Salary Expectations
- The Importance of Peace & Contentedness
Topics Discussed:
- Best Practices & Swag we saw from brands
- Sampling Strategy
- Gratitude and Suggestions for Expo
- Key Takeaways and Memorable Samples
Join us for an insightful session as we bring together three Foodservice heavy hitter and industry aficionados to delve deep into the heart of Foodservice dynamics. Whether you're a budding brand eager to carve your niche or an established entity seeking to refine your strategies, this roundtable promises invaluable insights and perspectives.
Topics Discussed:
- The Tahini Table Cookbook
- Starting Soom Foods
- Personal Growth and Perspective
- Setting Aside Time for Proactive Thinking
- Taking Breaks and Practicing Yoga
- Biggest Celebrations and Challenging Moments
- Chocolate Tahini and Israeli Market
- CPG Products and Grocery Shopping
Topics Discussed:
- Digitally Managing Product Information
- Secret Weapon: Taking A Walk
- Having Hobbies with Kiddos
- The Birth of an Idea
- Transforming Sell Sheets
Topics Discussed:
- Leaving A Full-Time Job
- How Lex Stays Focused While Working
- Raising $5,000 in Five Days
- From Baking as a Hobby to a Business
- The Power of Influencers
Topics Discussed:
- How Co-Founders Josh & Manny Met
- Slack & CRM for CPG
- Favorite Podcasts
- Favorite Win
- Pizza & Bruce Springsteen
Topics Discussed:
- Inception of Mac & Cheese
- Efficiency of AI
- Importance of Planning
- The Joy of Coffee
- The Intense Scrunch Phase
- Finding Perspective
- Importance of Rest
- The Energy & Pleasure of Conversation
- Value of Space
Topics Discussed:
- The Inspiration Behind The New Primal
- Staying Proactive & Setting Boundaries
- Dealing with Challenging Emotions
- Carving Out Maker Time
- The Challenges of Starting a Book Club
- Favorite Meal to Prepare: Picadillo
- Rolling Sh*t Uphill & Writing Unsent Emails
- Favorite Books & the Power of Reading
Topics Discussed:
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The Role of Technology in Kitchen Efficiency
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Finding Recommendations for Restaurants
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Using AI for Cooking
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Becoming Thoughtful and Thorough
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Favorite Dining Spot Abroad
Topics Discussed:
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What Makes a Solid Trade Show Booth
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The Power of Engaging Salespeople
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The Value of In-Person Meetings
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The Importance of Email Marketing
Topics Discussed:
- Letting Go of Wildland & When/How the Decision Became Clear
- The Transition from Entrepreneurship to Software Sales
- The Power of LinkedIn
- Authenticity & Transparency
- Advice for Emerging Food and Beverage Brands
- Why CPG can be so hard
- Zach's Ideal Morning and Work Day
Topics Discussed:
- How Big Picture Foods Came to Be
- How The Sweetgreen Partnership Came Together
- Olives Cured in Lye vs Cured Clean
- Regenerative Farming
- Leading with Flavor
- Trade Shows & Upcoming Plans
- Dividing & Conquering
Topics Discussed:
- Book Recommendation
- Favorite Snack and Beverage
- Taking a Walk for Clarity
- Finding the Right Fit
- Organizing with Trello
- Improving as a Leader
- The Importance of Deep Thinking
Join us as we chat with Kristoffer Quiaoit from Good Journey Doughnuts about his journey in the CPG industry and what he has learned along the way.
-- Learnings from first CPG venture
-What those learnings mean for current venture
-How to focus to grow as a person and business leader...
-Lessons learned along the way from building brands
-Power of setting intentions
Topics Discussed:- LinkedIn Connection Requests/Sending Requests
- LinkedIn Sales Navigator/What We Love
- Cold Prospecting
- Subject Lines in Emails
- If one food could instantly be as healthy as salad, what would you choose?
Topics Discussed:
- Work-Life Integration and Authenticity
- Embracing Personality Testing
- Understanding Age Discrimination
- The Fear of Hiring People Who Know More Than You
- How Personal Life Affects Work
- The Power of Hiring People Who Know More Than You
- Navigating Generational Differences in the Workplace
- Managing Multi-Generational Teams
You can learn more about Erin-Kate at https://www.working-courage.com/ and check out her book, "Good Work: How Gen X and Millennials are the Dream Team for Doing Good When Collaborating Well"
Topics Discussed:
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The Importance of Passion
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The Joy of a Short Phone Call
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Phone Calls as a Quick and Efficient Communication Tool
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Building Culture and Humanizing the Remote Work Experience
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Watching out for Ego
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Lessons in Responsible Closure of a Company
- How the CPG vibe differs in LA vs New York, and what are the biggest cultural distinctions?
- As a company grows, why things don't get easier, they get harder
- What are the current trends in the alternative caffeine space?
- How Steve organizes his work day and delegates his to-do list
- What is the inspiration behind the "Founder Dinners" Steve hosts?
- How implementing "Question of the Week" in team meetings has benefited company culture
- What categories across C-store foodservice are declining?
- From 15 years ago to the most recent NACS show, what has changed the most?
- In the "New Product Hall" better-for-you space, what are the growing trends?
- Which C-Store chains are on fire and doing a great job innovating?
- How both retail & foodservice buyers will discover new products and gain access to new innovations.
- What qualifies a brand to be able to participate in the Innovation Experience at Expo East?
- What is the Hosted Buyer Program and who is going to be a part of it?
- The Foodservice Workshop: a 90 minute intensive bringing foodservice education to Expo
- How Mark organizes his 6 hour work day, and helpful tips to stay laser focused
- LinkedIn is a powerful tool for building community, brand awareness and connections, but there is a flip side to it all
- Speaking organically on mental health & wellness and how impactful that has been for Mark
- Thoughts on attending trade shows for early stage CPG brands
- BONUS: In the last 6 months, what beverage and snack brand has Mark purchased the most of?
Topics:
- What chain in the Fast Casual space is growing exponentially?
- What large scale QSR has done a great job of reinventing themselves and why?
- Outside of NRA, what other tradeshows is Danny attending and excited about?
- What type of innovation in the cooler/fountain beverage set is trending?
- What newer QSR chains under 40 units should we watch out for?
- BONUS: What is Danny's favorite fast casual restaurant at the moment?
Topics:
Best practices for organizing and attacking your ever growing to-do list?
What is the process of "How to Work With Me" and how is it implemented within the company?
As a salesperson, when days are dense and slower, how do you shift the energy?
How much space do you need a week for creative and big picture thinking?
What does your relationship with the phone and posting on LinkedIn look like?
How does MALK create a healthy company culture when most of the team is working remotely?
How cutting out drinking alcohol during the work week has improved Adria's sleep and productivity
General banter with Will Nitze ranging from supplements, cold plunge, pickleball, and Joe Rogan
Topics:
How Expo West and NRA is the barometer to seeing how fast a trend will move from inception to ubiquity
What will the plant based movement look like in the culinary world 5 years from now?
Are robots and AI here to stay and what are the implications in the food and beverage industry?
How NRA has evolved over the last few years, and what was the most memorable sample?
Why "Veg-Centric" protein will continue to rise, and which brands are doing it right
Bonus: If Rosalyn could arrive at any country for dinner tonight, what country would it be?
Questions:
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What trends are fueling innovation in the convenience channel?
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Has the consumer demand and behavior actually changed or is it just a really loud minority?
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How does a brand best support once they launch into the C-Store channel?
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What are best practices when cold prospecting to a C-Store buyer?
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How much does data matter when presenting to 7-Eleven and other C-Stores?
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What is the 'Brand with Hearts' process, how it's changed over the years, and what does it look like today?
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What trends are fading that experienced accelerated growth the last few years?
Topics:
How extreme burn out in a high performing sales career led Tim to personal growth and development work
What are the common themes with the men that Tim works with?
Why all personal growth must start with building self awareness
What does setting up an intentional work day look like for Tim?
How important is goal setting and discipline in self development work?
Topics:
What does the creative flow look like when deciding what to post on LI?
Why time blocking and "schedule send" has become an important tool for engagement
How reaching out and messaging CPG Founders has led to many mentoring Erica
What's Erica's biggest LinkedIn pet peeve, and how can they improve it?
How launching "We Got the Goods" with Kyle Peters has evolved since their first newsletter?
What packaged snack and beverage does Erica purchase the most of?
Topics:
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How has the early vision of starting a company evolved over the last 8 years?
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What is David most proud of going through this journey and building his own company?
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Is the plant based milk trend as popular in other countries?
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What are the different processes for selling a brand in Canada vs the United States?
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Within the coffee space, what is most interesting to David right now?
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How being active on LinkedIn has benefited his company and business, and the semi viral post that landed a business deal
Topics
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The culture shock going from founding a CPG company, to working for a large scale corporate organization
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When speaking with founders, what are some attributes Kyle looks for that shows the brand is on the right path?
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Why growing deep regionally is a smart strategy before a large nationwide launch?
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How posting consistently on LinkedIn has positively affected Kyle's career and relationships in the industry
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Why foodservice is often overlooked, and why it shouldn't be
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What was the idea behind launching "We Got to Goods" with Erika Rankin?
Topics:
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How the broker model has changed & shifted over the years, and what are some foundations that have existed throughout?
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Why you should go deep before you go wide with distribution
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What is the best use of time when working with distributors?
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How should the interview process be structured when looking to hire a broker?
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Recommendations on how to successfully manage and partner with a broker
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What is Julie's vision with Foodservice Women's Alliance, and how can women get involved
Topics:
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It is an immediate red flag if a candidate shows up 1 minute late to an interview?
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Should resumes be a thing of the past?
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What are some ways a candidate can stand out pre-interview?
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The importance of sending a post follow-up email after an interview
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How to give constructive feedback if someone is not the right fit for the role/company?
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What's the sweet spot for interview rounds?
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What kind of questions should a candidate be asking, and what questions should the hiring manager be asking?
Questions:
What advice would you give emerging brands who want to get into the college foodservice channel?
When is the best time to approach a college & university, and when is a bad time?
If a school has either a Pepsi or Coca-Cola contract, what % wiggle room do they have to bring in a beverage item outside that contract?
What are the titles someone should look for when selling a BOH item vs FOH item?
Events and tradeshows that are most impactful for an emerging brand looking to get into C&U?
How to navigate approaching independent self ops vs management companies?
Is it common for colleges to have benchmarks or initiatives for partnering with local companies?
Topics:
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The importance of doing your homework in a cold outreach
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Why sending unsolicited samples, and samples in non-recyclable packing is Kyles biggest pet peeves (if you don't choose clip #2)
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The value of being pleasantly persistent with a buyer, and how that can lead to a conversion
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BONUS- What is Kyle's most purchased beverage and snack at the moment?
Topics:
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The benefits of sending samples with a personal touch vs samples in a standard cardboard box
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What does the process for menu development look like, and what's the general buying cycle?
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What is the timeline for reviewing and launching a seasonal menu item?
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When a brand/supplier has made it to the menu, how can they support the partnership?
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BONUS: If Stephan could show up in any country outside the US and have dinner, where would he go?
Topics Covered:
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How the ramp is different in retail vs foodservice
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Different investment requirements
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Why quality accounts matter in foodservice vs quantity
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Review schedules and sales cycles
Questions Asked:
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Does the same model work in foodservice as it does in retail when looking to set-up a product with distributors?
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What are the best channels and selling strategies for BOH vs FOH items?
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How do GPO's (Group Purchasing Organizations) differ from working with Food Management Companies?
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What are some key metrics that a foodservice operator looks at when you're selling your item?
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How should I present and speak about my BOH item to an Executive Chef?
Topics:
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How COVID forced NoBaked to pivot from store front Scoop Shops into launching a CPG brand
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Now that Megan is focusing on selling in the CPG space, how has that changed her response when someone is trying to sell her something?
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What has been more challenging as a founder: owning a restaurant, or building a CPG brand?
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Building a business alongside your spouse, and how to set boundaries
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What are some fun and creative ways to send a follow-up message to a buyer who has not responded or ghosted you
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Bonus: What beverage and snack brand does Megan spend the most $$ on?
Topics:
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What makes a great leader, and what makes a great seller within a sales organization?
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When looking to the future of our industry, what will change in foodservice and how do we adapt to it?
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Thoughts on hiring former buyers as a sales person?
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What are some best practices & good questions brands should be asking when looking for a broker partner?
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What is an appropriate timeline when looking to gain foodservice distribution?
Topics:
- What brands need to focus on when building a sell sheet & deck that's geared towards foodservice vs retail?
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How has the marketing game changed now that we've moved to a more virtual selling world?
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What are some ways to successfully drive people to your booth at a trade show, and what does a thoughtful follow-up post show look like?
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Does incorporating data have it's place in foodservice?
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What do brands neglect the most when thinking about foodservice?
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How to build a healthy, awesome company culture where people are driven and feel apart of a special mission
Topics:
- How investing & mentoring people in your organization, along with building a strong company culture translates into sales
- Setting high standards, and building an environment where the entire team is oriented around how to help each other exceed those expectations
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The process of bringing people on in different stages in their career and how to adapt your leadership approach to help that individual achieve their goals
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Different personality types that make for excellent sales people; there is no one size fits all in sales!
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Why approaching every sales process with the mindset "what value am I going to add" is key to being successful
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How to re-engage as a seller if your contact has gone silent. Silence is not a no!
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BONUS: What's Iram's most frequently purchased snack and beverage brand?
Topics:
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Diet trends that are fading among students, and what's gaining momentum
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Do vegans on campus really want a meat substitute?
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Presenting items that don't have distributor codes- are you allowed to?
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What sets apart a great manufacturer rep and distributor rep from all the others
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Cold call outreach via LinkedIn, Email and phone calls
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The selling timeline into C&U
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How beverage contracts work if a school has one with Pepsi or CocaCola
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Bonus: what % of students are exclusively on the allergen friendly program at College of the Holy Cross?
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Go to Market Strategy: What is the best route to grow your business if you are just starting off in foodservice: local, regional, or national?
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What information matters when creating sell sheets specifically for foodservice?
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Has the demand increased with certain attributes: gluten free, allergen friendly, plant based?
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What are the review periods for the C&U channel?
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Should a brand list their distributor item codes on sell sheets (US Foods, Sysco, DOT, ect)
Topics:
- What's trending in the C-Store channel vs when Dora started at Global 8 years ago?
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Growing attribute trends in C-Store, and what's fading? (if you don't choose clip #1)
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Convenience chains that are trailblazers and leading the way (other than Global)
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What's a good cold outreach email look like (if you don't choose clip #2)
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How soon should someone send a post meeting follow- up email?
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BONUS: Someone see's Dora's juicy badge at a tradeshow, is it fair to approach her and ask for some time?
Topics:
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Why velocities are the companies #1 metric
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How using a fractional sales agency as an early stage brand helped land some key accounts
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Comparing the different sales cycle of a back of house item vs front of house item
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The challenges of being a solo female founder
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Emily's top foodservice accounts, favorite non-alc beverage, and brand crush
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The companies biggest challenges they are facing, and their biggest wins
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Bonus: what position will the next hire be at Lil Bucks?
Topics:
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Suzie's first successful brand Love Good Fats and how it exceeded $100M in revenue in just 3 years
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The importance of "The 4 P's" while building your brand and the advice she gives to new founders (if you don't choose clip #1)
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Major differences working with Canadian retailers compared to US Retailers
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How being an intrapreneur in a large company helped Suzie as a founder and CEO (if you don't choose clip #2)
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Do consumer adoption rates differ for better-for-you products in Canada?
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How being a female founder and a tenured career worked towards Suzie's advantage, as well as the unforeseen challenges
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BONUS: Which Iron Man was the most beautiful/scenic, and which Iron Man was the most grueling for Suzie?
Topics
- Ben's background working in tech and how that lead to him co-founding TGFB: The Gluten Free Bar
- The importance of leveling up and building a strong team culture at an early stage company
- Why challenging the status quo is important and when to listen to your inner voice
- The difference working with distributors in foodservice compared to retail
- BONUS: Whose Ben's brand crush and favorite non-alc beverage?
Topics:
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What attributes were popular that are now showing decline with the consumer?
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How to be successful as a CPG brand in the current climate
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Trends that have persevered in the last decade
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The rise of non-alcoholic beverages
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The art of being subtle with functional benefits that resonate with the mainstream (if you don't choose clip #2)
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Bonus: What 2 brands do you think John buys the most of on a monthly basis?
Topics:
- Are we seeing the plant based consumer appetite fading or growing on menu items?
- What kind of innovation and ingredients are consumers demanding in plant based products?
- Building awareness in the consumer market by co-branding with menu development
- Vegans have the "veto vote" and leaning into plant based on the menu as equal (if you don't choose Clip #3)
- The rapid growth of plant based seafood
- Bonus: Who are Hannah's plant based brand crushes?
Topics:
- What food trends are heating up and what is cooling down among college students?
- The importance of culinary inclusion and ingredient strategy
- What does a good partnership look like once a brand has become a supplier?
- Subject lines, follow-up cadence and cold calling (if you don't choose "Simple Subject Line" clip)
- Appropriate follow up cadence and how cold calls are received (if you choose "Simple Subject Line' clip)
- Bonus: How many emails does Matthew get a week from brands trying to introduce their product?
Topics include:Why I am starting a podcast. Guests I'll be having on. My path in Food sales. Enjoy and thanks for listening!