Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.
Issue link: https://www.e-digitaleditions.com/i/725016
SFA Hosts 'Go To Market' Education Conference in Boston T he Specialty Food Association's New England Go to Market Education Conference was host- ed in Boston, Mass., in July. The conference was designed to help specialty food manufacturers to learn how to sell to distributors, foodservice, small retailers, and supermarkets. The day started with a talk from John Stiker, CEO, and Natalie King, EVP, of Stonewall Kitchen, about the best practices for buyer meetings. Among key points: take a few minutes to familiar- ize buyers with your company heritage and what makes your brand unique; be prepared to answer the question 'why is your product better or more expensive than a competitors?'; and take the time to follow up afterwards. Michael Isenberg, COO at Chex Finer Foods, spoke about working with producers, highlighting the importance of commitment, realistic expectations, and a deep understanding of the category you're in, as well as the value of a partnership approach and a personalized, high level of attention and service. Henry Wainer, president and owner of Sid Wainer & Son, gave tips on selling to foodservice. Some of these included knowing your competitors, understanding all of the foodservice channels avail- able, and attending industry events and trade shows to increase product visibility with buyers and chefs. After lunch, Robin McNamara, director of specialty foods for Roche Bros. and Brothers Marketplace, talked about what buyers look for in a meeting, including samples, ingredients, expiration dates, UPC codes, and production information. The event closed with Julia Hallman, general manager at Formaggio Kitchen, who spoke about how to sell to a specialty food store, emphasizing the key qualities of philosophy, packaging, and product. association news New President at SFA I n July 2016, the Specialty Food Association wel- comed Phillip M. Kafarakis as president. Kafarakis brings more than 30 years of food industry experience to the SFA, with a background in innovative brand management, membership devel- opment, and strategic planning. From May 2013, Kafarakis served as chief innova- tion and member advancement officer for the National Restaurant Association, based in Washington, D.C. Prior to that, he spent 10 years with McCormick & Company in Hunt Valley, Md., a $4 billion public food company. Kafarakis has also held executive leader- ship positions at Cargill, Jones Dairy Farm, and Kraft. He has a bachelor's degree in marketing manage- ment from Northern Arizona University and an MBA from Georgetown University. "We are very pleased to have Phil join our orga- nization," said Becky Renfro Borbolla, chair of the Board of Directors. "His experience and insight into the industry will provide us with an excellent blend of strength in strategy, member development and engagement, sales and marketing, and innovative partnership development. Each of those qualities will be essential to our Association as we seek to serve our members and the industry in new and compel- ling ways." "The Specialty Food Association is regarded as the food industry's innovation incubator, while also preserving and promoting traditional processes and tastes," said Kafarakis. "I look forward to extending the Association's member value platforms and work- ing with authentic food creators and purveyors at a time when the American consumer's interest in food has grown to new heights. It's a great honor to join the Association, and to work with and lead these most passionate and entrepreneurial food companies as we expand our mission," he added. Kafarakis is responsible for the strategic direc- tion and day-to-day operations of the Specialty Food Association. Natalie King and John Stiker, Stonewall Kitchen, give conference attendees tips on preparing for a buyer meeting. FALL 2016 69