Foodservice leadership
without the full-time hire.
Foodservice can be a major revenue channel, but what makes you successful in retail is not what works in foodservice.
Whether you are entering the channel or have lost momentum after a strong start, most CPG brands aren't ready to invest in a full-time leader to move it forward.
As your fractional VP of Foodservice, I bring the experience to ensure you have a thriving foodservice business that becomes a core part of your brand. All without the full-time cost.
Who I Work With
I work with emerging food and beverage brands that have proven themselves in retail and want foodservice to be a core revenue channel for their brand. Beyond generating reliable revenue and volume, a thriving foodservice business will enable consumer trial, boost brand exposure and generate additional retail sales. When people love eating your product at work or school, they want to buy it at the grocery store too.
Whether you are just entering the market, or already have placement but aren't seeing the volume, I will help you you grow your business in segments that best fit your brand, whether that be restaurants, hospitality, cafes, corporate, or higher education.
Foodservice requires its own strategy, pricing, and distribution to succeed, and most brands don't have anyone who has achieved this before. As your fractional leader, I build and refine your plan, fix what's stalled, and drive the growth that makes foodservice a profitable and robust part of your business.
Ways to Work Together
Whatever stage your brand is in, there's a way to work together. Here are the most common engagements, with customization available as needed:
Fractional Foodservice Leadership
For brands ready to grow the channel.
Fractional leadership means that I take responsibility for both strategy and the execution including but not limited to, setting the plan, onboarding and directing your distributor and broker relationships, and winning your largest accounts. I build the playbook, pipeline, and metrics that sustain growth. You get the value of senior leadership, without the commitment or cost of a full-time VP.
Expansion and Velocity
For brands already placed but not moving the volume.
For brands already in foodservice but not seeing the volume. I find where growth has stalled, strengthen distributor and broker management, sharpen pricing, and prepare you for further geographic expansion.
Foodservice Go-to-Market Plan
For brands weighing whether and how to enter foodservice.
I’ll deliver a clear plan to enter foodservice and outline the structure to act on it. It will include the ideal segments to pursue, how to price and position for the channel, the target accounts to go after, and the sales materials to reach them.
This is a fixed-scope engagement that turns "we should be in foodservice" into a plan you can execute.
Why Work With Me
I’ve built the channel, not just advised on it.
Most foodservice consultants stop at strategy and then hand over a plan for someone else to carry out. But results come from the operational work behind strategy including, sourcing and onboarding the right distributors, training them, and keeping the channel moving. I provide both the strategy and the execution that ensures you meet your revenue plan.
Though foodservice looks approachable from the outside, most find that it is hard to get traction without facing multiple roadblocks that slow momentum. And the economics are tight and leave little room for error or corrections.
Moving product through distribution takes real skill, and getting placement is just the start. The harder job is growing sales and retaining customers. Beneath all of that, you still have to get the pitch right and know which customers are worth pursuing. Each of these depends on the others, and moving a brand through all of them in harmony is the work I know best.
This is what a fractional VP should be. Experienced enough to set the direction and win the accounts that matter, and close enough to the work to make it happen. Our work together will provide you with those results.