In addition to being CFIN’s Regional Innovation Director for BC and Yukon, Lavina Gully is a food scientist and product developer with almost two decades of experience helping food and beverage companies innovate. In this series, Lavina answers questions from CFIN members on everything from product development, R&D, manufacturing best practices, and co-packing – just to name a few!
This month, Lavina answers your questions about entering the foodservice market, and participating in tradeshows.
Q: We produce food products for the grocery sector, but are thinking about entering the foodservice market. What changes are we likely going to have to make to enter this sector?
A: Going from selling only to the grocery sector to entering the foodservice sector requires careful planning and investment, and will likely require several significant changes. One of your key considerations will be packaging, as foodservice packaging is often larger and designed for bulk servings, while consumer packaging is typically designed for individual or household use. That might also mean changing production lines and capabilities in order to process and pack larger-size units, or it may require changes to thermal processing parameters or new shelf life validation studies. As well as reevaluating your product sizes and packaging materials, you’ll have to ensure that labelling meets the needs of regulatory requirements, and includes any additional food handling instructions and safety protocols.
At the same time, you may need to adjust your product offerings to make them easier to use or more convenient for foodservice customers. For instance, you may have to expand or adapt your products to better suit the requirements of chefs, caterers, and other foodservice professionals. This could involve developing new product lines tailored to the specific dietary needs of schools or institutions, offering bulk packaging options, or providing customized solutions for restaurants and caterers.
Distribution is another issue to consider, as you may need to establish new relationships with food distributors, wholesalers, and possibly even directly with restaurants or institutional buyers. Considerations such as delivery schedules, order minimums, and packaging requirements should also be addressed. Other things to keep in mind include adjustments in pricing and margin strategies that may be required, and changes to marketing and promotional plans that focus on your foodservice customers rather than consumers. In this case tradeshows, industry publications, and direct sales efforts may become more important in your marketing mix.
Q: Our company has never participated in a tradeshow, but we have the opportunity to display our products at a show this year. Do you have any advice on how to maximize our ROI while at the show?
A: Participating in tradeshows and other industry events is an excellent way to build business, make connections, and get noticed by potential buyers. You can make the most of your tradeshow experience by setting clear goals and planning ahead. Start by defining specific and measurable goals for your participation in the tradeshow – whether it’s to increase brand awareness, generate sales leads, or launch a new product, having clear objectives will help guide your efforts and enable you to measure your success.
Make sure you understand who the show is aimed at, for example retailers vs. consumers, and ensure you aim your promotional material at this audience. To share expenses, consider collaborating with another company with complementary but non-competitive technology or products. Organizations like accelerators, incubators, distributors and regional trade groups often sponsor a pavilion or alley at tradeshows to highlight a number of different companies, which is a good way to be part of a larger themed footprint at the show.
Take the time to prepare for the tradeshow well in advance. That includes designing an eye-catching booth, scheduling meetings with key prospects or partners, and ensuring booth staff are well-trained and knowledgeable about your products and company. Staff should be able to engage attendees effectively, answer questions, and communicate your brand message clearly. Remember, you’ll need enough staff at the booth so that everyone is able to take breaks, walk around the show, and network with other exhibitors, customers, and potential partners. Also consider incorporating interactive elements into your booth such as product demonstrations, tastings, or interactive displays to attract attendees and keep them engaged, or provide incentives such as exclusive discounts, giveaways, or prize drawings.
After the tradeshow, take the time to evaluate your performance and ROI. Review your goals, measure key metrics such as leads generated or sales made, and identify any areas for improvement for future tradeshows. To find out more about food and foodtech tradeshows happening in Canada check out CFIN’s events listings.