Growth-Minded Food Brands: Bob’s Red Mill—Foodservice Sales Domination
At NewPoint, we talk to several food companies, and almost all have a strong desire to sell and grow. Many of these food companies, big and small, seem to think a strong CPG (consumer product & goods) retail is the top goal.
Brand = Margin
I am here to argue that a strong BRAND should be the top goal with strong sales across all food channels. In my 2017 book, Moving Your Brand Up the Food Chain I made this point:
Although focused on building a strong retail brand, we also developed an equally strong foodservice brand that added visibility and margins to all branded sales.
Foodservice Sales Domination Example: Bob’s Red Mill
Bob’s Red Mill had one heck of a great booth and the 2019 National Restaurant Association (NRA) Show at Chicago’s McCormick Place last May.
But the brand does not stop at the consumer market. Like most smart brands, Bob’s Red Mill is a strong contender across most food channels. And here at the NRA, the brand’s foodservice programming was on full display.
The foodservice sales booth was a prominent, busy stop at the NRA show. Bustling with sales teams and buyers, the booth has a stand-out presence in the aisle, an excellent flow, and does a great job of showcasing foodservice pack-size options. You can see this mirrored in the image of the website seen below.
As listed on the Bob’s Red Mill website, “foodservice” – what most people think of as just restaurants – encompasses a huge variety of non-retail CPG food-prep-related eating establishments. This list also represents a huge direct sales opportunity for every food brand on a mission to grow.
Do you own a growth-minded food brand and want to explore growing your foodservice sales channel sales? Please reach out to the NewPoint team — interested in food marketing topics? Please visit our “Intel” page or check out my book: Moving Your Brand Up the Food Chain.