4 jeff biddle

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4 jeff biddle

  1. 1. Jeff Biddle, Southern California Produce Director, Whole Foods <br />February 19, 2011<br />CCOF Annual Convention<br />Ventura Beach Marriott<br />
  2. 2. Grocery store distribution <br />There are 3 tiers in grocery distribution:<br />National – large chains have national buying offices that you want to use if you are a very large grower<br />Regional – large and medium chains have regional buying offices<br />Store level – everybody has stores. Some chains allow store buying, some do not<br />Determine which size fits your business the best <br />
  3. 3. Introducing your product <br />Make an appointment or call ahead<br />Bring actual product<br />Have an idea of projected volume, price, packing options, and dates of production<br />Know the marketplace<br />Know what makes you different and/or better<br />Have insurance and any other necessary certifications/documents on hand<br />Follow up<br />Everybody loves samples<br />Be willing to show off your farm<br />
  4. 4. Be Accessible<br />
  5. 5. Differentiate<br />
  6. 6. Partnership Before<br />
  7. 7. Partnership After<br />
  8. 8. Respond to customer needs<br />
  9. 9. Educate<br />
  10. 10. Celebrate<br />

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