August 29, 2018

Managing Food Brokers with Metrics and Thrive Plans.

Last week, a reader asked by email a great question on metrics to use in monitoring food broker and sales performance along with staying "top of mind." 

The question and comment regarding the broker scorecard fall into two distinct categories and actions: accountability of the broker and region manager along with the "top of mind."  It's important to understand accountability and "top of mind" are separate activities. 

The scorecard is a mandatory component to managing the broker. The "top of mind" occurs with actions and efforts in how the region manager interacts with the broker. 

I'll share my view on the external broker scorecard that is shared with the broker and the internal scorecard that offers insight into how the broker manager is performing relative to managing his team of brokers and others. 

Managing Food Brokers

It begins during the contracting phase with food brokers and the designation of their accounts. My guidance is to list their market in terms of buyers and account expectations as compared to regions and geography. This designation begins the review and scorecard for broker management. 

Broker Scorecard 

Review by Account
Key Objectives
Key Account Calls

Sales vs. Quota
Year, Quota, Sales, % Quota

Year, Units, % Change vs. Year Ago

Share of Market
%, % Change vs. Year Ago

Shipment and Share Trends By Category
Product Category, Unit Sales, % of Total Sales, % Change vs Year Ago, % Market Share, % Change vs. Year Ago.

Comparison of the Market Development by Product Category
Product Category, % of Sales, % of Market, Index Sales vs Market
Prior Two Years Comparison of Market Development by Category

Dollar Sales Rank by Item
Item, Rank, $ Sales, % $ Sales

Unit Sales Rank by Item

Dollar Sales by Category Line
$ Sales, % of Sales

Internal Sales Team Scorecard

In addition to the above metrics, the internal team should have records that provide insight into their performance managing brokers. 

Dollar Sales by Channel/Trade Class

Dollar Sales by Geographic Sales Area
$Sales and % of Sales

Sales by Geographic Area
Region/Division, Dollar Sales, % of Last Year, Unit Sales, % of Last Year

Sales Development
US Population, MM, % of US
Unit Sales, MM % of US
Dollar Sales, MM % of US

Dollar Sales and Unit Volume by Top 25 Accounts

The internal team of broker managers is often organized by geographical region but knowing they are responsible for the accounts that are within the region. I'll divide the country up into regions, divisions, and then states. For example, The Northeast Region is made up of the New England Division and the Middle Atlantic Division. The Middle Atlantic Division includes the states of NJ, NY, and PA. This organization allows me to easily pull population estimates for an area and compare sales development across regions. 

The internal team is responsible for specific channel strategy and selecting the appropriate broker or making direct calls on the channel. 
Fresh, Gourmet and Organic Retailers
Traditional Grocery (Majority of sales in 75 retail chains )
Club Store
Drug Chains
Dollar Stores
Online and Television (QVC)

The above information and scoring of broker performance along with the region managers performance are a big part of working with brokers. The "top of mind" does not occur or happen with these reports and metrics. It's dependent on the actions and methods used to manage the broker.  

In my Thrive! Preferred Principal Workshop I teach the process to become "top of mind" used by the biggest food brands in the world to achieve collaborative success in a market. 

The principals include:
Broker Penetration
Business Analysis
Identify Opportunities
Establish Objectives
Determine Root Causes
Negotiate and Gain Commitment
Develop Thrive! Plans

If you have any additional questions or needs, please feel free to reach out to me or leave me a note here. Also, know that I lead individuals and team discussions or workshops on broker management for groups or efforts in addition to my market growth assistance. 

Have a great week. 

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© Tim Forrest 2018. All rights reserved

August 6, 2018

Did you attend the Summer Fancy Food Show?

Anastasia Sotiropulos founder of Sweet + Savory Consultants is sharing her insights from this year's Summer Fancy Food Show in New York City.  In this quick recap with Tim Forrest, Anastasia shares the latest trends and how veggies are replacing traditional snack treats along with several surprises. Also, Tim shares a tip from Amy Flurry on getting journalists and buyers to stop at your booth. 

Listen now for the latest trends, new innovations, and insights from this years Summer Fancy Food Show!

What actions are you taking to grow your business? Send a note or comments to Tim, also follow me on Twitter and see my retail photo notebook.. I want to hear about your success!

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© Tim Forrest 2018. All rights reserved
Tim is Available to Speak at your Food Event - LINK

May 8, 2018

Beyond Limitless Book with Tim Forrest

Excited to announce the launch of Beyond Limitless on Amazon. I was invited to participate in this magical work and to share my journey and methods of going beyond the planned in goal achievement. It was exciting to participate and an honor to receive the invitation. 

Check it out here:   Thank you.

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March 18, 2018

Prayasam finds Success with Catering School

Prayasam finds Success with Catering School

It's difficult to share in written words or even video how impoverished the slums of Kolkata, Inda (Calcutta) are for those in need. It's not just food and shelter but spirit and often any sense of hope for the future. I'm fortunate to know Amlan Ganguly and the positive leadership he is bringing to the communities of West Bengal and the little children, boys and girls, working like men in the outdoor brick kilns.
Amlan's revolutionary methods appealed to my brain and heart. His vision was to organize and develop the children of slum areas as empowered change agents by forming groups and creating sustainable advocacy on health education, environment and livelihood within their community. He would teach the children and they would carry the message and actions into the community.
When I reached out to Amlan in 2015, he shared a dream to open a food catering service that these kids living in the slums would operate. The kitchen project would provide training in food production, marketing and distribution. My role was to set-up online training via skype with chefs in the US. We also provided an online curriculum for safe food handling. My primary food photographer set-up a food photography course so they could photograph their meals and food for menus and marketing materials to expand their reach. We developed a database of foundations with a focus on food and lead the team to solicit funding.
This has appealed to the kids and they see it as an exit from unskilled labor to a career in restaurants, hotels or in setting-up their own enterprise. The Commercial Kitchen now involves 30 adolescents from the source areas of Bidhannagar and South DumDum Municipalites of West Bengal, India and they are managing the kitchen.
In 2016, Prayasam added me to their Executive Committee and it's been an emotional experience to see the results that continue to occur to this day.
If you are interested in providing support, there are many ways to get involved.
Become a digital volunteer, intern in India, or share with someone that might be interested:
Online -
Direct Wire Transfer -
Payee Name - Salt Lake City Prayasam
Bank Name - United Bank of India
Branch - Salt Lake City
Type of Account - Savings
Account No. - 0720010105139
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