“Foodservice today has a lot of different faces,” said Arn Grashoff, vice president of Innovative Food Holdings during an SFA Working with Buyers webinar, Wednesday. Grashoff shared how makers can break into foodservice and capitalize on current market trends.
Though restaurants and bars are usually the first thing that comes to mind when thinking about foodservice, there are many other options for specialty food makers looking to break into the space. There are hotels, healthcare, gift or snack shops, airlines, golf courses, cruises, and foodservice at retail.
Grashoff suggested the following strategies to help makers get traction within the foodservice industry:
- Continually evaluate and get creative. Think about what you’re currently doing, what strategies you’ve used in the past, and what you’re planning on for the future. Keep what works and get rid of what doesn’t. “No thoughts or distribution designs are off the table for discussion right now,” said Grashoff. He encourages makers to come forward with ideas, solutions, and opportunities for strengthened partnerships.
- Watch the trends. Be aware of what food trends are popular or gaining popularity with consumers. Currently, products that have lifestyle attributes like plant-based, gluten-free, or non-GMO are doing well in foodservice. In addition, Grashoff suggests that imported products cater to authentic cuisine experiences, both those that are traditional and new to the consumer.
- Rethink traditional foodservice sizes. “Less is more right now,” said Grashoff. Foodservice buyers are interested in products that will fit right into whatever they need. Single-serving sizes especially make sense when considering the ways foodservice has changed during COVID-19. For example, bars are serving craft cocktails to go, so makers who can offer portion-sized mixers may find success. Meal kits with pre-portioned ingredients are also climbing in popularity during the pandemic.
- Consider how to add value outside of the main entrée. Grashoff suggests developing fully-finished appetizers or desserts that can help foodservice establishments that may not have as many resources dedicated to those courses. Variety or assorted packs can work for this too, for example, an Italian cheese or antipasti collection.
- Create a pre-recorded pitch video. Whether it’s used as an education tool for the sales team or to introduce new products to a buyer, a video is the perfect way to share information about your product that can be watched at the viewer’s leisure. “It doesn’t have to be high quality,” Grashoff said. “Use your own, familiar faces.”
- Packaging matters. “Is your packaging efficient for what the foodservice operation needs right now? Can it be used for various foodservice applications? Is it easy to ship?” Grashoff asks. He also recommends makers consider whether they can make packaging more eco-friendly, as the industry moves towards more sustainable solutions.
Related: Blue Apron Adds Thanksgiving Offering; Nestle Launches Dairy Accelerator.
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