Foodservice leadership
without the full-time hire.
Foodservice can be a major revenue channel, but it doesn’t work like retail.
Whether you're entering the channel or stuck after a strong start, most emerging brands aren't ready to hire a full-time leader to move it forward.
As your fractional VP of Foodservice, I bring that experience 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 growth channel. Some are just entering the market, others already have placement but aren't seeing the volume.
Foodservice takes its own strategy, pricing, and distribution to succeed, and most brands don't have anyone who has done it before. As your fractional leader, I build the plan where it's missing, fix what's stalled, and drive the growth that makes foodservice a profitable, core revenue channel.
Ways to Work Together
Whatever stage your brand is in, there's a way to work together. Here are three.
I’ve built the channel, not just advised on it.
Most foodservice consultants stop at strategy, a plan handed over for someone else to carry out. The results come from the operational work behind it, sourcing and onboarding the right distributors, training them, and keeping the channel moving. I do both, the strategy and the execution that turns it into revenue.
Foodservice looks approachable from the outside, and then you're in it. The economics are tight and leave little room for error. Moving product through distribution takes real skill, and getting placement is only the beginning, since the harder job is building sales and keeping them steady. Beneath all of that, you still have to get the pitch right and know which customers are worth going after. Each of these depends on the others, and moving a brand through all of them 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. You get that experience without the cost of a full-time hire.
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.
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 line reviews and the move from regional to national.
Fractional Foodservice Leadership
For brands ready to grow the channel.
Ongoing foodservice leadership for brands ready to grow the channel. I own the strategy and the execution including, 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.