Manufacturers

Selling Foodservice to Non-Traditional Retail Channels

Selling to corporate micro-markets, campus c-stores, e-commerce, coffee chains, airport and hotel vending and kiosks.

Many aspiring food manufacturers with CPG products have their eyes centered on traditional retailers. From independent grocers to regional chains, mass merchandisers to club stores, there are many heavyweight accounts to pursue. But to the savvy manufacturer, the opportunities don’t end there, and more often than not, a retail broker doesn’t include these in their targets. Are you missing out on opportunities in vending and kiosks?

Non-traditional retail offers another sector for growth and diversification, which is sometimes overlooked by emerging brands. Corporate micro-markets, campus c-stores, e-commerce, coffee chains, airport and hotel vending and kiosks, and gyms are all examples of non-traditional retail. These accounts can bring incremental sales, added exposure and brand awareness to products only previously seen online or in grocery. In general, their buying patterns are simpler and decision-making less bureaucratic. In other words, a shorter sales cycle while you wait for the heavyweights deal to close.

BayWest Marketing has successfully represented over a dozen manufacturers in the non-traditional retail channel. We have devoted countless hours to building relationships by understanding their processes and needs. This has led to many successful product launches and significant increases in sales. Contact us today to find out how we can help your company enter the lucrative non-traditional retail market!

Finding New Markets to Diversify your Customer Base

At anytime during an economic downturn, there are uncertainties in the market that can derail your business. Situations such as this are a reminder of how important it is to diversify your customer base. Fortunately, there are many segments within the Foodservice industry that can offset the losses from challenging market conditions. Some examples include healthcare, vending, or industrial accounts. Opportunities within these segments are often overlooked, but each can offer significant incremental sales volume if you look closely. 

For example, let’s look at healthcare. Within the healthcare sector there are hospitals, nursing homes, and assisted living facilities to name a few. Each of these can offer a variety of opportunities. In a hospital, for instance, there are usually a few different operations. There is patient feeding where menus are typically on a 4-5week cycle and are modified on a monthly, quarterly, or a semi-annual basis. In the cafeteria, where employees and visitors often eat, there are less stringent nutritional guidelines and menus can change more frequently. Then there is catering for staff events and meetings, where the needs can vary widely depending on the size and schedule of events. Out of all of these, one thing is certain. The healthcare sector is relatively stable and can offer more client diversification to your business.

New Package Size or Price Point reaches New Markets

As a food manufacturer, your current product mix might not include the package size, price point, or formulas needed by segments outside of your current customer base. Once you begin to understand these parameters, then you can assess whether you have the capabilities and/or willingness to invest and pursue. For example, your current Foodservice pack size might be too small for an industrial food manufacturer, or maybe you have a product that would excel being portioned or individually wrapped. You may find that your competitors in these segments are different than the ones in your current current base, so it’s imperative to know who/what you’re selling against.

At BayWest Marketing, we work with food manufacturers to evaluate their current customer base and identify opportunities for growth in all segments of Foodservice. Contact us today to learn how we can help your business thrive through diversification.

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