We are looking for an experienced B2B sales agency, independent sales representative, or business development service to help expand our retail and foodservice distribution across Canada.
We manufacture CFIA-inspected, ready-to-eat Asian meals in Alberta, including teriyaki rice, noodles, ramen/udon and sushi products. Our products are currently being distributed into Sobeys and Safeway stores, and we are looking to accelerate expansion into additional grocery chains, distributors, independent retailers and foodservice accounts.
We are particularly interested in partners with:
Existing relationships with grocery retailers, distributors and foodservice buyers
Experience selling packaged or refrigerated/frozen food products
Strong B2B prospecting and account-development capabilities
A results-driven compensation model, preferably commission or performance based
Coverage in Western Canada and/or nationally
If your company provides this type of sales service, or if you can recommend a reliable organization or independent representative, please contact me directly.
I agree with John W., a broker also known as a sales agency are the extension of a company's sales force or are the company's sales force. Which brokers to recommend depends on your business plan and your priority channels of development. You mention foodservice and retail. The majority of brokers today have two or more divisions within their company that specialise in a channel. Typically, Foodservice, Supermarket, C-Store, Mass Merch., If your product is positioned as a healthy good for you product, there are actually brokers in Canada that are specialists within this category of food and beverage products. If you can share a little bit more details, I can then steer you in the correct direction. Feel free to call me at 778.960.1265 or email me at jo.heron@sisu-solutions.com
Congratulations on Sobeys and Safeway, and your site tells a strong story. The Tokyo Express history and the CFIA-licensed Leduc facility are exactly what buyers want to see.
I will be direct: Larimar Digital is not a commission sales rep, so we may not be the exact fit you posted for. What we build is the system that makes any rep you hire productive from day one, - a researched list of the right grocery, distributor and foodservice buyers, steady outreach in your name, and a booking flow so interested buyers land directly on your calendar.
One thing I noticed on chefintown.ca: a buyer who clicks your wholesale form has to write in blind. There is no sell sheet to download, and Sobeys and Safeway are not named anywhere on the site, that proof is your strongest card and it is invisible. Small fixes, big difference in buyer replies.
Happy to send you a short note with the full list of what a buyer sees today - free, useful whether we work together or not. grab 15 minutes here: https://forms.larimar.digital/widget/booking/RPFdsW5YHU0nThaydCkw
We are building business development services for B2B and B2C through marketing, branding and advertisement for our own products as well as clients products.
Please contact me for further discussion. I will be available by Whatsapp/Cel at _16474042847 and email: molesci.matesci@gmail.com
Your meals look excellent - and, more importantly, like you really understand your food cost and numbers!
I'm assuming your meals are frozen - my opinion/experience:
Health/Independent grocery channels = brokers (I know a few)
National Groceries = in-house or fractional salesperson, not a contractor
Foodservice/Institutional - you can use brokers, but they are expensive. Sometimes better to go with a bus dev contractor with the contacts or know-how and support via a 3PL provider. The approach depends on your numbers (GP and contribution margin) and business model.
I f your meals are chilled, a very different approach.
I agree with the previous gentleman's comments. Couple of salient points. I have developed HMR, Retail Foodservice businesses for the past 18 years. From coast to coast to coast (LCL, Sobeys, Metro, PFG, Costco, FCL, North West etc.) including C-Stores. The one thing each of these channels prefer is to have a person w a foodservice background calling on them, working with them. Why? Retail foodservice is trying to take share from foodservice (primarily QSR and Casual Dining). That person understands the industry and is added value for yoyr business as it adds value. I leave for holidays on Thursday 24th. I can find time Wednesday afternoon if you would like to have a call? Jo Heron Sisu Solutions Inc.
Hi Tareq, thank you for taking the time to review our website and for the specific suggestions. Making our sell sheet easier for buyers to access is a useful point, and I would welcome the short note you offered.
Our immediate priority is finding someone who can develop and close retail and foodservice accounts. I am open to discussing how your buyer research and outreach service could support that work, including how you measure results and structure your fees. Please feel free to send me the note, and we can take it from there.
Hi Jo, thank you for your thoughtful comments. Our immediate priority is grocery retail, particularly prepared meals and grab-and-go programs. We are also interested in foodservice and convenience channels where there is a good fit.
Our CFIA-inspected facility is in Leduc, Alberta. We produce ready-to-eat Asian rice, noodle, ramen, udon and sushi products, and are currently supplying Sobeys and Safeway stores. I would value your advice on which sales approach and broker relationships would best support our next stage of growth.
I have sent you an email with a link to our catalogue. I look forward to a further discussion.
Hi Heather, welcome back to Calgary, and thank you for reaching out. Your experience with food businesses in Alberta sounds relevant to what we are building.
Our current priority is expanding distribution and developing buyer relationships. I would be happy to connect and learn more about your media relations work, particularly how it could support a retail launch or help introduce Chef in Town to the right industry contacts. Please send me a message and we can arrange a call.
Hi Werner, thank you for the practical breakdown by channel. Our products are chilled ready-to-eat meals, so I would be especially interested in your view on how that changes the sales and distribution approach.
We are currently supplying Sobeys and Safeway stores and want to expand into additional grocery accounts, while assessing foodservice opportunities. I would welcome a call to discuss the right mix of broker support, direct sales and distribution for our products. I would also appreciate any introductions you think are a good fit.
I have just moved back to Calgary from Toronto and have worked with Mission Hill Winery, top Calgary chefs and restaurateurs (Charcut, Chef Darren MacLean) and the Italian Centre Shop and more. Not the sales agent you are looking for but I work in PR and am relaunching a media relations app that you may find useful and very affordable. Always happy to make new connections and hop on a call or meet up. Congrats on your success to date! Heather
I just read your later post from yesterday that you will be on vacation from today. I will be reaching out again in about two weeks to see your availability. Have a great vacation!
Hi AKM, thank you for reaching out. Our immediate need is B2B sales development: identifying grocery, distributor and foodservice buyers, securing meetings, and helping turn those opportunities into accounts.
If your team provides that service directly, please send me a brief outline of your experience in Canadian food retail, the channels you cover, and how your fees are structured. I would be glad to review it and arrange a conversation if there is a fit.