122 ❘ SPECIALTY FOOD MAGAZINE specialtyfood.com
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pecialty food makers seeking to get their products onto the shelves of discount food
retailers need to remember that those types of stores are called "discounters" for a very
good reason.
The retail prices that makers might be accustomed to seeing for their products in specialty food stores or
supermarkets will not be found in the discount world. Accordingly, selling through discount channels requires
manufacturers to think differently about their revenue and profit calculations—and in fact, in many cases it may not
be feasible for small specialty food manufacturers to pursue the discount retail channel.
Still, there may be good reasons for specialty food makers to work with discounters, such as to sell through
product that has been discontinued or is approaching its expiration date.
That strategy may not be appropriate for low-priced retailers such as Walmart, Target, or Aldi, but it is a viable
way to sell product through retailers such as Grocery Outlet or through chains that specialize in discounted general
BY MARK HAMSTRA
Selling to
Discounters:
How Low
Can You Go?
Food makers can gain exposure to new
customers through sales to low-price operators.
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specialtyfood.com ❘ SPECIALTY FOOD MAGAZINE 122
specialty food maker
