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3BUYERSGUIDE2015buysthepotatoesin-storebutitistheretailerwhorstbuysthemfromyou.Forthisreasonproducersneedtounderstandtheretailer.Forexampleitsimportanttoknowthatretailmarketsegmentshavedierentsupplyrequirements.Adiscountstoreneedsadierentproductlineofpotatoesthanaspecialtyretailer.Anumberofrequirementsintheareasoffoodsafetypurchasingandpackagingmustbemettosupplythelargerretailers.Itsimportanttoresearchtheserequirementsifyouareunsureasktheretailer.Thebestplacetolearnaboutyourprospectivecustomerisintheirstore.Visitstorestoseewhattheyaretryingtoaccomplishandthenyoucanidentifyopportunitiesthatwillsupporttheirpositioninthemarket.Onceyouhaveafewideasforyourcustomerthenextstepistodeterminehowtheseideascanbeimplementedwithinyourowncapabilities.Consideranypointsofdierentiationinthecategorythatyoucanoerperhapsanewtypeofpackagingorasegmentofthecategorytheyaremissing.Intodaysmarketplacepotatoesareavailableinsomuchmorethanjust10-poundpaperbags.Animportantpointtorememberisthatretailersoftenarentwillingtoentertainonemorepersonwhocansupplywhattheyrealreadygetting.Itscriticalthatyouidentifyandarticulateexactlywhereyoucanprovideasolutionorgeneratemoresalesorprotfortheretailer.Itshouldfeellikeagoodtbetweenyouthesupplierandyourcustomertheretailer.InmybookAlacartIhaveidentiedanumberofretailerpriorities.Potatoproducersneedtounderstandtheseprioritiesandoerproductsandservicestosupportretailerinitiatives.KeyareasincludeDrivingsalesDierentiationSupplychainecienciesFoodsafetyHealthandwellnessGlobalfoodsFoodsolutionsCorporatesocialresponsibilityYouwillhaveamuchgreaterchanceofgettingyourproductlistedifyoucansupporttheretailerspositioninoneormoreofthesepriorityareas.WeightheProsandConsOnequestionyouneedtoaskyourselfiswhetheryouwanttobuildyourownbrandorpacktheretailersprivatelabel.InAlacartIoutlineanumberofprosandconstopackingaprivatelabel.Thereisnorightorwronganswerbutyouneedtobepreparedtoanswerthequestionanddowhatisrightforyourbusiness.Ifwethinkofgreatsalesatthesummitofthemountaingettingyourproductlistedisbasecamp.Usingyourcustomerresearchandyourinternalcapabilityassessmentyouhaveidentiedtheproductsthatyouwanttosell.Thisneedstobedoneayearinadvanceinacategorylikepotatoes.Mostlargeretailerswillputtogethertheirplanseightmonthstoayearinadvancetoensuretheyhavesupply.Gettinginthedooroftheproductcategorymanagersocecanbeoneofthebiggestchallenges.Referralsfromanon-competinggroweroranintroductionatanindustryeventaremosteective.Youneedtoputyourselfwherethecategorymanagerwillbe.Youcandeveloparelationshipwiththeproduceemployeesatyourlocalstore.Somecategorymanagerswillseeareferralfromastoreasanendorsement.Itisverydiculttocallandgettoseethem.Onceyouhaveanappointmentscheduledputtogetheraconcisepresentationofyourbusinessandtheproductsyouwanttosell.Respecttheirtimethereisnothingmorefrustratingtoabusymanagerthana30-minutemeetingthatturnsintoa60-minutemarathon.Explainyourbusinesswhyyoushouldbeasupplierandtakethemthroughtheopportunitieswithsamples.Focusonyourbusinessandnotthepoorqualityyousawonyourstorevisit.Theyknowtheirstorestheywanttounderstandwhyyoushouldbeasupplierandwhatyoucandotomaketheirstorebetter.PeterChapmansRecipeforSuccessProductiverelationshipsrequirebothpartiestounderstandandrespecteachother.Ensureyourorganizationunderstandsandrespectstheprioritiesandchallengesoretailers.Educateretailersonyourorganizationincludingtheprioritiesandchallengesyouace.Dothissuccinctlyandrespecttheirknowledgeotheindustry.Developauniquestrategyoreachretailer.Followyouritemthroughtheentirevaluechaintoensureitdeliverstheexperiencetoconsumersasyouhadintended.Subscribetothephilosophythatproductsaresoldwhentheygothroughthecashregisteratthestore.Foodsaetyshouldalwaysbetopomind.Stayontopotrends.Theseopportunitiesdeliverincrementalsalesproftandpositionyouritemsdierentlyinthemarket.Findopportunitieswhereyoucandelivervaluetoretailersbeyondsalesandproft.Youwillbeneftiyouprovideexpertiseandsolutions.Understandthecompetitiveenvironmentinwhichtheyoperate.Letthemdotheirjobandrememberyouareoneomany.Respectthesystemsandprocessesthatallowretailerstooperatebutneverlosesightohowimportantrelationshipsaretoyourbusiness.Retailershavetoevolveallthetimetomaintaintheirpositioninthemarket.Rememberasasupplieryouwillonlygettothesummitiyousupportyourcustomersevolutionandexecuteeveryday.Successinbasecampwithlistingsgivesyoupermissiontoclimbthemountain.Rememberthatthelistingisnotsuccessitjustgivesyoupermissiontoselltheproduct.Youhavetocontinuouslyworkattherelationship.Rememberyouareonlyasgoodasthelastorderyoushipped.Itsimperativetounderstandthattheretailerisyourcustomer.Theconsumerbuysthepotatoesin-storebutitistheretailerwhofrstbuysthemromyou.