Translating Consumer Foodservice and Retail Trends into Distributor Profitability

Over the last several decades, foodservice or “food away from home” has eroded the traditional sit-down-around-the kitchen table meal that was a hallmark of American life.  Pulled in an increasing number of different directions, today’s busy consumer is increasingly relying on food away from home.  As things get busier, a multi-tasking trip to the corner can mean fueling up the car, grabbing some needed grocery items, and getting lunch.  Increasingly convenience stores are responding by providing higher quality and more varied foodservice offerings.  How can distributors translate these trends into increased profitability?  How much is enough foodservice?  How can distributors work with their retail customers and the ultimate consumer to determine the correct foodservice product mix? 

These questions and more will be answered by Karen Leimkuhler, founder of Leimkuhler & Associates, a food industry development, marketing and research firm assisting manufacturers and distributors in their mutual pursuit of profits.  Ms. Leimkuhler has conducted market and consumer research on food and nutrition trends as well as test markets and product launches for many U.S. and international clients.  She has been a frequent speaker at national trade organization gatherings, a consumer reporter for the local NBC affiliate in Philadelphia and a columnist for regional trade publications.  Ms. Leimkuhler has also developed many consumer driven programs as marketing consultant to the North American Group, which became Comsource, a buying group composed of the largest foodservice distributors.  She also worked for IFDA on their nutrient database with the USDA and has consulted with Cash-Wa Distributing, PYA Monarch, Mutual Food Distributors, CONCO Foodservice, Reinhart Food Service, Gordon Food Service, Institutional Distributors, Tartan, Ben E. Keith, Foodservices of America and Labatt, along with many other firms

Building a Distributor Sales Force to Handle Foodservice  Programs

Foodservice is a different ballgame than candy, tobacco, snacks, and other traditional c-store items.  Effective foodservice selling requires a whole new level of understanding by distributor sales people.  Key elements to effective foodservice selling include knowledge in products, preparation and handling, equipment and processes, food safety, and knowing how to help retailers forecast inventory requirements.  Do you train your existing sales force in these areas or bring on foodservice sales specialists – or employ a combination of both?  What sort of training do you provide your sales team and where do you get it?  This panel discussion, moderated by AWMA President Scott Ramminger, will probe these important topics in detail.  Our panel of experts includes Mike Loge, Director of Sales for Henry’s Foods, Doug Eisenhart, Convenience Channel Foodservice Manager at Dot Foods, and Ed Delaney, Vice President of Distributor Development with Progressive Group Alliance. 

How Can Convenience Distributors Compete for the Convenience Foodservice Dollar?

Foodservice has heated up in the convenience channel.  The competition to supply c-stores with foodservice solutions has also heated up.  Today, convenience distributors are competing for c-store foodservice dollars with quick serve restaurants offering in-store programs; traditional broad-line and quick serve foodservice distributors; retailer in-house programs; and others.  How can convenience distributors position themselves to be the preferred foodservice solution providers to their customers?  How are retailers deciding whether to go with their traditional c-store distributor or to seek another solution.  Moderator Karen Leimkuhler, will be joined by panelists Gary Butler, Progressive Group Alliance, Brian Sibbett, J. T. Davenport & Sons, and Fred Miller, GSC Enterprises, to examine these questions and many more.

Forecasting and Managing the Capital and Other Expenses Associated with Foodservice

Developing an effective foodservice program means increased cooler and freezer space in the warehouse, more refrigerated trucks, increased inventory, more employees, more employee training, and increases in a variety of other costs.  How can convenience distributors forecast and manage these expenses?  Do you take a “build it and they will come” approach or a “grow it a little at a time” approach?  This panel, moderated by AWMA President Scott Ramminger, will look at all of these issues and more.  Panelists include distributors Steve Broadwell, Foodservice Director, Southco Distributing Company, Chris Smythers, Vice President of Operations at Merchants Grocery Company, and Jay Ellingson, Director of Food Safety and QA for Kwik Trip.

In addition to the AWMA education session, on Tuesday and Wednesday there are concurrent education sessions and an exhibit hall that will include many of the top foodservice companies like General Mills, Kraft, and Sara Lee to name a few.