Post on 09-Jul-2015
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PREPARING TO CALL ON BUYERS WHAT DO YOU NEED TO KNOW?
FEBRUARY 25, 2014
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• Be prepared: learn about/understand the marketplace
• Put on your buyer “hat” – what does a buyer want and
what do they need to know?
• Packaging/labeling information and useful vocabulary
for selling food
• Tips on being professional and organized
OVERVIEW
WAYS TO LEARN ABOUT THE MARKETPLACE
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WAYS TO LEARN ABOUT THE MARKETPLACE
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WAYS TO LEARN ABOUT THE MARKETPLACE
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WAYS TO LEARN ABOUT THE MARKETPLACE
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• Visit stores and selling locations; note how things are displayed, signage used, pricing, sampling or promoted. Ask questions!
• Visit trade shows; join associations and participate in their events, read their materials and use their resources
• On-line research: trade websites, business journals, and special topics such as health or sports, travel and lifestyle
• Market research tip: research librarians can be really helpful
WAYS TO LEARN ABOUT THE MARKETPLACE
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• US Census Data – can help you pinpoint
demographics and target audiences for your products:
http://quickfacts.census.gov/qfd/index.html
• “Gorilla marketing”/market research tip: Students!
WEARING THE BUYERS ‘HAT’
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What motivates a buying decision?
How will your product HELP buyers with their needs
and goals?
Focus on the key benefits and attributes about your
products
Differentiate your products:
Packaging/sizes, flavors
“innovation” (techniques, ingredients…)
Services you provide
PACKAGING AND LABELING
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PREPARATION AND USE INSTRUCTIONS
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How is the product best prepared?
Consumers are literal; if directions state “serve
grilled”, that means you have researched the
preparation, and you give good instructions on your
packaging.
FOOD LABELING EXEMPTION
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Section 403(q) of the Federal Food, Drug, and Cosmetic Act
requires that packaged foods and dietary supplements have
nutrition labeling unless they qualify for an exemption
http://www.fda.gov/Food/GuidanceComplianceRegulatoryInf
ormation/GuidanceDocuments/FoodLabelingNutrition/ucm0
53857.htm
NET WEIGHT/QUANTITY
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Should the net quantity of contents be stated in both grams and ounces?
Answer: Food labels printed must show the net contents in both metric (grams, kilograms, milliliters, liters) and U.S. Customary System (ounces, pounds, fluid ounces) terms. The metric statement may be placed either before or after the U. S. Customary statement, or above or below it. Each of the following examples is correct (additional examples appear in the regulations):
Net wt 1 lb 8 oz (680g)
Net wt 1 lb 8 oz 680 g
500 ml (1 pt 0.9 fl oz)
Net contents 1 gal (3.79 L)
P.L. 102-329, August 3, 1992; 21 CFR 101.105
NUTRIENT CONTENT CLAIMS
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Based upon nutrition content from your nutrition label
“Cholesterol free”
“High in Vitamin C”
“Low Fat”
“Fat Free”
Federally allowable claims
NLEA “Nutrition Labeling and Education Act” http://www.fda.gov/ICECI/Inspections/InspectionGuides/ucm074948.htm
INGREDIENT STATEMENT
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Descending order by weight
The ingredient list on a food label is the listing of each
ingredient in descending order of predominance.
“Ingredients: Pinto Beans, Water, and Salt” 21 CFR 101.4(a)
http://www.fda.gov/food/guidancecomplianceregulatoryinfor
mation/guidancedocuments/foodlabelingnutrition/foodlabeli
ngguide/ucm064880.htm
NUTRITION FACTS PANEL
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HANDLING REQUIREMENTS
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“Keep Refrigerated”
“Keep Frozen”
“Refrigerate After Opening”
UPC WWW.GS1.ORG
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SHELF – LIFE STUDY & RESPONSIBILITY
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Microbiological
Aerobic Plate Count
Yeast and Mold
Coliform
Organoleptic
Visual
Over-all Product integrity
PROCESS CONTROLS
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Production Batch sheets
Lot Coding Systems
Recall Policy
Good Manufacturing Practices (GMP)http://www.fsis.usda.gov/OPPDE/rdad/FRPubs/00-014R/fda-gmpregs.htm
Food Industry Quality Control Systems; Mark Clute
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Sampling Protocol – Safety
Sampling Costs to Think About
FOOD VOCABULARY & USEFUL RESOURCES
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Broker/Rep – person/agency paid commission
BB – bill back (same as manufacturers charge back)
BOGO – buy one, get one (free)
Consumer testing/ focus groups – sensory work to identify preferences and attitudes about products
Distributor – Takes ownership of product, marks it up, and sells/delivers to customers
EDLC – Every day low cost
EDLP – Every day low price
FOOD VOCABULARY & USEFUL RESOURCES
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FOB -price from your warehouse or production site
GMP/GHP –Good manufacturing practices/Good handling practices
HACCP – Hazard Analysis Critical Control Point
OI – Off-invoice discount
POS – Point of Sale materials (product tags, signs, brochures)
PR – Public Relations
SKU – Stock keeping unit (shelf space)
Terms (such as 2% discount net 10)
ORGANIZE YOUR MESSAGES
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What is the story behind your product?
Shelf-life
Describe how product is packaged/units per case
Price
Minimum order
Delivery terms
Sampling/Demos/Marketing program
Contact information
BE PROFESSIONAL
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Your appearance – impressions make a difference
SAMPLE SAFELY
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BE PROFESSIONAL
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Practice delivering your story/messages out loud. Role
play with a friend, associate or to an imaginary buyer.
Develop your „elevator speech‟: be able to describe
what your product is and what it does quickly and
succinctly, i.e., the time it would take to be on an
elevator!
BE PROFESSIONAL
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BE ON TIME for appointments
Have your paperwork, samples and information
organized and present them neatly, (and samples
safely)
Don‟t make promises you can‟t deliver
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LISTEN
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INCLUDE CONTACT INFO & INFORMATION
IF DROPPING OFF SAMPLES – FOLLOW-UP
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BE AN AMBASSADOR FOR YOUR PRODUCTS, READY TO SHOW/TALK ABOUT THEM!
A WEALTH OF OPPORTUNITIES
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• Share and learn from and with your colleagues, peers
and the marketplace – ask questions
• Take advantage of resources
• Don‟t be afraid to practice your presentations
• Be organized, professional and only make promises
you can deliver
• Don‟t be afraid to have fun and show your
enthusiasm!
• Thank the buyer for his/her time and follow-up
THANK YOU!
LAURA BARTON
OR Dept of Agriculture
&
SARAH MASONI
OSU Food Innovation Center 503-872-6680
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