Common Mistakes Food & Drink Producers Make When Trying to Sell to Retailers.

Part Two

You are a food and drink business producer and this is the year to grow your business. You have identified the key people in your target marketplaces (larger customers, such as retailers and food service providers) There is the capacity and logistics to deliver increased output. You have a brand which is performing well in its current marketplace. That all sounds great. These are some Common Mistakes Food & Drink Producers Make When Trying to Sell to Retailers.

In no particular order:

Understanding the customer

Trials have not been run at the additional production volumes. This causes problems when the order has arrived, and delivery is expected. My advice is trial, trial and trial again. This will iron out the bottlenecks and glitches. The true production rate will be known. The actual wastage and operational capacity can also be measured. Any product which cannot be sold, can be donated to a local food bank, if safe to consume.

The technical demands of the target retailer or food service customer have not been understood. This includes reading and understanding their target customers’ food safety code of practice. I have heard the phrase “I didn’t know that was necessary” so many times when speaking to all sizes of food producer. Customers will happily share their technical requirements with you. They expect them to be read and understood. If the technical requirements are not understood, there is a possibility that an audit will be failed, and supply suspended or never initiated.

There may be further complications if there has been no consideration of being accredited to a food safety standard that the target customer will accept. Some larger customers will only consider food producers who are accredited to one of their approved list of accreditations. Ask if this is the case. Then, research the accreditation to understand if it is achievable.

Understanding the Retailer
Understanding the retailer

This is the link to Part One 

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