The Startup CPG Podcast


In this bonus episode of the Startup CPG Podcast, host Daniel Scharff sits down with foodservice sales expert Jenna Cameron, founder of Jenna Cameron Consulting, to walk through Startup CPG’s brand new, free Foodservice Tracker and how early-stage brands can use it to build a smart foodservice strategy.


Jenna has spent more than 12 years in foodservice sales, with experience at brands including JUST (formerly Hampton Creek), Alpha Foods, and Wild Earth, and has been consulting full time for about a year. She and Daniel worked together at JUST for about five years, and Jenna helped build the tracker, a first-of-its-kind resource of about 1,500 operators, distributors, and redistributors with contract management, distributor, segment, unit count, and early brand prioritization details, plus LinkedIn profiles for key contacts.


Daniel and Jenna break down what’s inside the tracker, who is and isn’t on the list, and how to choose between back of house and front of house opportunities. They also cover how to pitch foodservice buyers, which trade shows are worth your money, how scrappy tactics like campus ambassadors and station takeovers can unlock your first accounts, and the mistakes that waste time and money in this channel.


Listen in as they discuss:
  • What’s inside the free Foodservice Tracker, from distributors and contract managers to early brand prioritization
  • Why a tracker alone won’t get you into doors, and why focus matters more than hitting every account
  • Why a Dot Foods contact told Daniel the list’s 1,500 entries are “the right 1,500” to start with
  • How to decide between back of house and front of house products, and which distributors fit each
  • Which job titles to target, and why calling or texting chefs often beats email
  • Why a foodservice pitch should be three to five slides, and why cooking alongside the culinary team beats a long deck
  • Which trade shows suit early-stage brands, and how a regional distributor win can grow into a national program
  • How scrappy tactics work, from asking a friend at a corporate office to enlisting campus vegetarian groups
  • Why products must be plug and play, hold up in a high-heat oven, and solve a real operator problem like labor, cost, or prep time
  • How to run a college station takeover that reaches 200 to 300 students at almost no cost


Download the full tracker for free: bit.ly/cpgfoodservicetracker 

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Show Links:

Creators and Guests

Host
Daniel Scharff
Founder/CEO, Startup CPG

What is The Startup CPG Podcast?

The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.

00:00
Jenna Cameron
Foreign.

00:10
Daniel Scharff
Hello, my friends. I wanted to pop in today and tell you about our brand new food service tracker that we have just released. We built this collaboratively with our friend Jenna Cameron and she is joining us today to talk about what is in this new massive resource that we are releasing. It's the first of its kind and how should you use it? How should you think about your strategy? How should you go about using the tool? How can you make connections with the most important stakeholders in the foodservice channel if you choose to pursue it? So check the show notes, you can download the full tracker for free via the link there. And I hope you get so much out of it. All right, enjoy. Here we go.

00:48
Daniel Scharff
All right, everybody, we are back with my friend Jenna Cameron, who was a huge help to us putting together our epic food service tracker. And I just want to talk to Jenna a little bit today on what is in this tracker because a lot of you who are regular podcast listeners may not have actually seen it already. And so we'll do our best to peel back the curtains and let you understand what's actually in there in case it appeals to you. And then I want to talk a little bit about what's the strategy with food service, because a tracker doesn't actually get you into all of these doors. It just gives you a lot of information. So how should you use that? So first of all, Jenna, welcome back to the podcast. It's fun to hang. What's going on? How are you?

01:26
Jenna Cameron
I amazing. How are you, Daniel?

01:28
Daniel Scharff
Doing so good. Can you remind everybody who is Jenna Cameron?

01:32
Jenna Cameron
Absolutely. So my name is Jenna Cameron and I have been in food service sales for the past 12 plus years with some amazing brands like Eatjust Alpha Foods, Wild Earth, Stimulate, and have been consulting full time for about a year now. Daniel and I crossed paths at just formerly Hampton Creek where we worked together for about five years. And I kind of learned food service from the ground up in that role and then have gone on to teach other companies and early brand leaders on how to jump into the food service channel because it is their complex.

02:06
Daniel Scharff
And Jenna is truly one of the only people that I trust with information about this channel. I feel like I know lots of people who I would consider experts on the retail side on food service. I don't. It's very hard to find people who really know what's going on and really can explain it to you in a way that is adapted for early stage brands. I think probably there are a lot of people who know how to manage bigger brands. In the channel. But how to actually build from zero is a special skill set, and I've seen Jenna do it, and that's why I love collaborating with her on these kind of tools and content.

02:38
Daniel Scharff
So first I thought I would just quickly whip through what's actually in this tool, and then we'll talk about, Jenna, your tips on how people can use it, since you truly have all the expertise here and I have close to none. But I am good at building tools. So the food service tracker. This is a free tool. This is our gift out there for the universe and the reason that we put this together. So, as probably a lot of, you know, we built a retail tracker and we keep upgrading it every year. It's such a big help for me. When I was a brand, I would build this from scratch. Great. Like, who are all the stores out there? Where are they? What are the channels? How many stores do they have? How can I submit? And I would start building that from scratch.

03:18
Daniel Scharff
But we learned centrally we can just do that work for everybody. And it's a little extra effort on our end because we try to make it really comprehensive, including, who are all the distributors? Can they anchor all that stuff? But if we just put all that effort together at once, then great, everyone can use it, and you don't have to rely on a broker who has access to it. Then we even expanded it by adding in the review calendar for every retailer. So we. We wanted to build something for the food service side of the business because we see a lot of brands trying to figure out food service.

03:48
Daniel Scharff
I would say in our world, it's not as common to begin with that as a primary channel, but a lot of brands are looking at it as maybe there's some opportunities here that actually might even be nice margin ones, especially looking at corporate break rooms or, I don't know, maybe airport channel for trial. Different reasons, grab and go kind of stuff. But it's really very different and it's hard to understand. And they use different distributors. The buying contacts are really different, how you reach out to them. The shows that you find them at are really different as well. And so we wanted to release a tool that would give you as much starter info as possible. And so I'll just talk through quickly what's in here. But I really want to reiterate, you've got to focus in this world.

04:29
Daniel Scharff
And, you know, as a brand, I'd be tempted to like, great, cool. I'll just hit all of them up too. But it's really not so simple because you'll just spread yourself really thin. And if you're not making a concerted effort to unlock distributors and if you even get one distribution center open, really go after all the accounts there and just fight tooth and nail for every opportunity. It's not going to work either and you'll just have wasted your time away from whatever your primary focus is. So this info is here. What is it? Basically this food service tracker and the link is in the show notes is a list of about 1500 line items. And these are mainly operators, but also distributors redistributors in the food service channel. It is not the whole universe.

05:13
Daniel Scharff
I actually showed this to somebody from Dot Foods who's the best known redistributor and he said to me, this is a good list. You are scratching just the surface here because probably our universe is not 1500, but it's like 150,000. But you have the right 1500 here. This is a good place to start for people. And so that made me happy and that's what it is. So if you open up this food service tracker just to give you an idea, it's going to have all of these different customers out there and it'll be colleges and chains and all sorts of stuff in there. And you can go through and see all of the places that might be a good place for you to start reaching out to in the food service channel.

05:56
Daniel Scharff
But that's not all because we also list a lot of info about them, including do they work with a contract management company which is sort of like a buying group and you have to be aware of that. And if sometimes they have like a subsector as well, we give info. Do we know which distributor do they use? Can they actually anchor a distribution center? What channel are they, what segment, casual dining, that kind of stuff, number of units, so you could sort that way. We also have a really great field that I'll ask Jenna to talk about, which is early brand prioritization.

06:26
Daniel Scharff
And that is our attempt to give you almost like if this were a Jenga game, which are the cubes that might give a little bit easier first if you reach out to them and then also where they headquartered, city, state, that kind of stuff, their website, and then a bunch of notes about each account that these are insider notes. And then lastly we've gone through and where we know it, we've given you a bunch of contacts and it's their LinkedIn profile. We are never really comfortable giving out people's email addresses because our friends would not continue to be our Friends, if were blasting their emails out there. But we do try to give you wherever possible, like, hey, here is the corporate executive chefs LinkedIn profile.

07:04
Daniel Scharff
So, you know, definitely you could try to hit them up in general in this channel, I would say people are maybe not as responsive as on the retail side where I think submission forms and frequent emails are more commonplace. A lot of these people are often in the kitchen, places like that, and maybe not on email, but we've done our best here. So to summarize, overall, this is a really great list of a way to get started in food service to help you understand the world, navigate it and have some great early places to try pitching your product and getting feedback, hopefully get some acceptances. I know I've heard from brands in the community that they've had some success using it already, which is really exciting for us. So, Jenna, that's my spiel. What do you think? Am I telling the truth?

07:47
Daniel Scharff
What do you think about this?

07:48
Jenna Cameron
Yeah, no, I think that was an excellent summary, Daniel. And on my end, I'm just really excited to have this tracker out in the world because it's difficult to get started in food service and I have a lot of brands reach out and ask me where to go and what to do. And I think this tracker is a great map and you can use it to kind of guide, you know, your first food service reach outs based on where you're located, based on what channel you're targeting. Do you have a back of house or front of house product? Are you trying to get into airports or college universities or regional restaurant chains? Like Daniel said, it's not the full universe. The full universe of food service is massive. But hopefully it can provide a guide for you on maybe where to start.

08:26
Daniel Scharff
First and maybe just to contextualize that a little bit, like, who would be on this list versus what wouldn't be on here? And like, okay, let's think of an example. Like what's not going to be on here? Oh, maybe like some small chain of restaurants that are like, really not that modern. Like very conventional food, like, you know, working with very traditional distributors, not taking on innovative items. Like, is that a good example of the kind of stuff we're probably just not like, but they're not going to really want to talk to you anyways.

08:58
Jenna Cameron
Yeah, no, exactly. I would have to look at the tracker again, but we definitely don't have every major fast food restaurant chain on here. And like Daniel said, we also don't have these kind of random ones who, you know, maybe have had the same menu items for 20 years and haven't changed anything. They've got the same diners. And also the food service landscape consists of a ton of mom and pop restaurants. We have not listed out every single mom and pop restaurant in the U.S. but maybe we've brought in, you know, two, three location chains. Really innovative and they love partnering with new brands. They're always, you know, on the cutting edge in terms of bringing in new products. We have a lot of colleges and universities in there because they're also really interested in bringing new products.

09:37
Jenna Cameron
Corporate cafeterias, you know, excellent for innovation. So we have a lot of really useful high targeted leads for you in there.

09:45
Daniel Scharff
Okay, so Jenna, you work with a lot of early stage brands. How would you recommend that they get started in this channel? Like you know, forget about just using the tool specifically. Cause you know it's there, people will figure out how to use it. But if someone comes to you, they're like, cool. I have, you know, maybe we can just give a couple example kinds of products. How are you going to tell them? Great, here's how you could start attacking this channel.

10:07
Jenna Cameron
Yeah, absolutely. So I would say kind of like I mentioned previously, if you have a bulk, you know, like a big ten pound case or something like that's great for menus and really could be used as an ingredient or a center of the plate type of product, you know, plant based egg or a plant based sausage, I would consider that more back of the house. And so if you're looking at a back of the house opportunity, you're thinking restaurant chains, colleges and universities, maybe some cruise lines, healthcare setting, that type of thing. So really you're looking at the broadline distributors too, like Cisco, US Foods, Chef's Warehouse because those distributors are going to be using the big cases, 10 pound cases.

10:48
Jenna Cameron
If you're looking at a front of the house type of product, maybe you have a grab and go bar or you know, a snack and maybe it has protein, it's top nine allergen free, that type of thing. So then you might be approaching, you know, the Vistars or the canteens of the world in terms of distribution. You're approaching airports, coffee shops and cafes for those grab and go opportunities. So really you want to define your product market fit before you even get into the channel.

11:12
Daniel Scharff
I like that. That's such, oh, that's such a good way to think about it and to start. What is it actually like pitching people in this channel? Because I know you've obviously done both, you've done the Retail side, you've done the food service side. And here in the tracker we only list people's LinkedIns. But what is it going to be like for them to actually get the contact and get in front of the buyer and then actually make their case to them?

11:35
Jenna Cameron
Yeah, that is such a good question. I mean, you can obviously meet people at trade shows. There are a lot of strategic, channel specific trade shows. You get contact information there. So that is perfect way to reach people if you have the budget for trade shows. But if you're purely just reaching out on your own. I do like LinkedIn. I actually get a lot of responses on LinkedIn and again, would depend who you're approaching. So if you're going for that like back of the house chef type of product, you probably want to look for someone with chef, culinary director, executive chef in their title. Those are generally going to be the people you reach out to. And if you don't hear back from email, try picking up the phone. A lot of the chefs that I work with are not really on email.

12:14
Jenna Cameron
I text them all the time, I call them, so don't be shy. And then if you're looking at those more grab and go type of opportunities, maybe it's a purchasing manager. If it's a college or university in that instance, I think I do hear a little bit more frequently from email. So you've got your purchasing manager, purchasing director, retail manager, those types of titles, what you want to look for.

12:36
Daniel Scharff
And when I pitch somebody retail, like, I know how to put together a great retail deck. Hey, I understand your store. This is what your consumer is looking for. Here's about my product, here's how it moves, here's why it's going to be such a good thing for you to have on shelf for you. What else? What's going to be different about a food service pitch?

12:52
Jenna Cameron
Yeah, food service is super different in that regard. So I would not put together a lengthy presentation. It probably won't be read. I'm sorry, keep it. Maybe three to five slides tops. And it's something that you can either attach in an email that they can read at their leisure or you're going to be presenting on your laptop in a corporate kitchen setting. So you're probably going to be making your product while you're walking through your pitch deck that's like three slides long and rolling up your sleeves and cooking alongside their culinary team. I think that's definitely more beneficial in food service. And sometimes you even have like a printed option depending on who you're talking to you might want to print out, you know, your one page back to back sell sheet.

13:31
Jenna Cameron
I know it's old school or you know, three to five page presentation to hand out while you're serving your product.

13:37
Daniel Scharff
All right, I'm going to hit you with a bunch of rapid fire questions, Jenna, because you know everything and I want it to get out there. So first, best trade shows for different kinds of products and food service.

13:46
Jenna Cameron
Oh, that's such a loaded but good question. It kind of depends on what your stage is. I really like the Natecuff shows specifically for college university. I know I always talk about those, but that's because they're not that expensive. They have lower budget regional options and the audience is perfect for early stage brands. That is the national association for Colleges and Universities and food Service. Their membership used to be like $500. It might be more like 1500 now, but it's pretty affordable. So I really like that one. If you're bigger and if you're in dot and you have food service products, that's huge. And congratulations. Definitely do the DOT show. The DOT show is a distributor specific selling show. They also have national accounts that attend. It's not crazy expensive. But we all know getting into DOT is a huge milestone.

14:32
Jenna Cameron
So that might be a little further away for some brands. And then there are also distributor specific shows that if you're able to unlock distribution, I highly recommend. Vistar just started doing a bunch of regional trade shows. Vistar is kind of like the leader in this grab and go better for you space. They were purchased by PFG a couple years ago and they've really become a great competitor. Unifi is awesome too, but they've become the competitor to Unify in food service. So they work with a ton of corporate cafeterias. They're kind of this grab and go arm for Compass food buy and they've really grown in the past few years. So if you're with Bistar, go to their trade shows. They also do golf events and things like that.

15:08
Daniel Scharff
Those are some really good examples. And I've seen a couple instances where brands have managed to get the attention of a corporate break room or maybe somebody from, you know, Vista or someone like that directly just specifically to get into a break room. And then you can almost use that to unlock Vistar and then start exploring through their trade shows getting into other customers, other locations that they service. Have you seen people have success with that to really get their start in food service?

15:34
Jenna Cameron
Yes, absolutely. And that's kind of the name of the game and food service. It is a dance really of building that push and pull strategy. You have to have your operators or end users interested in pulling the product and then you need your distributor to bring in the product so your operator can then order it and put it on their menu. But yeah, you can definitely build it in a regional model. And then once you get in with those like handful of Vistar accounts that are in California or Arizona, you can leverage that to get into their regional trade show and then build that into a national program, which for Vistar specifically, isn't that crazy. It's like 3 to 5%.

16:07
Daniel Scharff
And speaking of push and pull and just being scrappy in general, I had some success because, you know, as a founder, early employee, you got to do whatever you can. I had some success in this channel with like, Cool. I would love to get into the LinkedIn office. Do I know somebody who works at LinkedIn? Great. Oh yeah, my old friend from College works at LinkedIn. Hey, old friend, I wonder if you could walk over to the person who actually is responsible in your office for the snacks and ask them if they could carry our product. Like, hey, I look, I love this product. We look into it because they sort of are like, they have to then look into it if somebody from the company asks about it. I've had that work to just start from nothing and build up some momentum.

16:48
Daniel Scharff
And then maybe they pull you in for a rotation or check you out and then that helps you then build up to the next milestone of actually maybe even getting into something permanent or getting into other locations serviced by that distributor. Have you seen that piece of successful, that very scrappy, ask a friend approach?

17:04
Jenna Cameron
Absolutely. I mean, specifically for corporate cafeterias, the people who work there, that's their client. You know, they want to make the clients happy. So if you can leverage those connections, tap into your buddy who works there, definitely do that. You know, if your kid goes to a certain college or university, I've had brands really leverage that. Or you went there yourself. Don't be afraid to use those connections. I think it definitely can work.

17:27
Daniel Scharff
And I mean, I know it's only some brands will have this kind of pull, but you and I have worked at brands that specifically tried to leverage almost like community ambassadors at colleges, like, hey, you're on our email list. What school do you go to? Don't you want to see our product in your cafeteria? Here's something that you could print and go and hand it to them and it has all the info they need and Then that'll trickle back to us. And actually, you can have a lot of success with that, right? If you've already built up an email list, absolutely.

17:54
Jenna Cameron
I remember, you know, back in the early days at Jess, one of my big milestones I was working on for college university was getting in touch with the vegetarian groups on campus. They're so passionate and they love trying new products and they can really act on your brand's behalf, like, send them some swag, arm them for those events. It really can be a great way to build community and then also have a social media push and then also get your product place. So, yeah, I love it.

18:16
Daniel Scharff
I love talking about this with you because, like, it's so tactical. Like, the way that, you know, this is the kind of advice I love for brands to hear of. Like, can you can imagine and how this could actually work. And this is a lot of the stuff that you would say, like, that doesn't scale. And that's exactly the point for early stage for a lot of brands is like, no, but that's actually what it took is like, Jenna, who is really passionate about the brands that you work with, took the time to go and research these communities and found somebody who was willing to be an advocate on campus and got into the first cnu. And that unlocked this other opportunity for the brand and that, like, everyone starts somewhere. So I just.

18:53
Daniel Scharff
Because you've had so many, like, ways to unlock the first distribution for brands, I really hope everybody really hears those kind of examples and probably gets their wheels spinning about, like, oh, yeah, what would that look like for my brand? Who's the person who could help me advocate to get to unlock some of these accounts? Because that is what gets you on your way. All right, another question for you. What is a great way for a brand to do a bad job in this channel? Like, how could they waste a bunch of money or time? Because I know you've seen it at brands that are just like, oh, I'm excited. We do great in food service.

19:23
Daniel Scharff
And then they end up just, you know, spreading themselves too thin or wasting their energy or shooting for things that are way too big for them, that would never actually respond to them. Like, what are some cautionary tales for you?

19:35
Jenna Cameron
Yeah, I mean, one, obviously, do your research. Do your research on the competitive landscape, the pack size, the shelf life, the shipping temperature. All those things are very critical in food service because by the time your product gets to the end user, the operator, it's gone through different layers of distribution, and shelf life is very crucial. But More generally, I would say it's more of a mindset. So in food service, you're really trying to solve a problem. And the problem you're trying to solve is taking back of the house as an example, how do I increase my check size, how do I get more diners in my door, how do I bring something new and different to the table and stay relevant in the ever changing landscape of what people are eating, what they're excited to eat?

20:16
Jenna Cameron
So often I see a lot of brands say, hey, I have this amazing product, it's the best product ever, is going to do great in food service. But then they forget to answer that question of like, you know, hello, food service operator, like, how am I helping you? Am I saving you, like labor or cost or you know, prep time, that type of thing? So as you're approaching this channel, just make sure you keep those things in mind and you're actually solving a problem. Because if you're not, the product may not work.

20:42
Daniel Scharff
And you understand that so deeply. For me, I just got to experience it kind of briefly because I got to go on some customer calls with you or pitches with you to go and see some actually some of the biggest food service operators in the country, which was quite an adventure for me. It was really fun. I was there as the insights person so I could tell the story about why people were interested in this kind of product, why the whole industry should be paying attention. That was super fun for me. But it was really enlightening to then actually spend time with them in their test kitchens and understand like, no, this is the thing.

21:16
Daniel Scharff
If I can't implement your product here, if I can't have like a high school kid able to figure out how to use it with almost no instruction and with absolutely no additional equipment required in my kitchen, then it's not going to work. Especially for those big food service operators. Like, this is a plug and play kind of thing. That was just so interesting to see. Right? I mean, I probably a lot of brands have a grandiose dream of like, no, but it would be great. And then you could do it and you could change your process this way. And they're in maybe for a rude awakening.

21:47
Jenna Cameron
Yeah, absolutely. I mean, if you're talking to a coffee chain or a pizza chain, you need to make sure your product holds up in a Turbo Chef oven, you know, or can survive these high pizza 4 or 500 degree temperature ovens. And it's not going to disintegrate your product because in order to bring your product that doesn't work for that they're going to have to use a microwave or something else or swap out the equipment. And this equipment is very expensive so probably not very realistic.

22:10
Daniel Scharff
All right, so just to finish up here, any resources or like tricks of the trade that you want to drop for people, whether it's like oh this is like a cool thing that I use that actually I think would be good for early stage brands just to know about or like a website they can check or like just some under the radar event that they might not know about or just any like something that might not be obvious to early stage people to think about.

22:36
Jenna Cameron
Yeah, that's such a good question. I know I talk about college university often but it's one of my favorite channels and one of the things that I would try as a brand that doesn't necessarily cost you any money except for traveling. If they say yes, but offer to do a station takeover. This is really fun for the students. It's a great way to get your product in their mouths and sample and they're really open to it. You'll probably reach about 200 to 300 students, maybe more depending on the size of the university. But it's a really low lift way for you to get your product into college students mouths and then encourage them to fill out a quick QR code and say they loved it and then their dining service team can bring it in. So I would definitely do that.

23:15
Jenna Cameron
In terms of other resources, I know this is a little bit of a higher budget. I really like Firstbite as a tool to mine for data and get contacts and that type of thing. Reed has an amazing team and they're really good at what they do. Again it's a bit more pricey but if you only have one team member and you're just doing food service on your own and that's your third party team, I highly encourage you to do that. Yeah, big fan of first bite and then just going back to college university one more time. You can also find all the individual CNUs listed on the like Sodexo or Aramark or Chartwell's website. So if you're wondering if this, you know, local school that you're talking to is self op or not, you can actually find all that information on their website.

23:55
Jenna Cameron
So I really like that is just a database. If you're like are they self up? Can they bring in my product right now or are they contract managed? You can always check on the website.

24:02
Daniel Scharff
So it'll tell you all right, well I think we did it. Jenna, thank you very much. I really want to say thanks again for all of your help building this incredible food service tracker. I know it has already helped so many brands out there and just really appreciate all the continuing education that you give all of us. For people who want to get in touch with you, do you mind giving them the best way to do that?

24:23
Jenna Cameron
Yeah, absolutely. Please find me on LinkedIn. I love talking to early stage brands and if you can't tell, I could talk about food service forever. So I would be happy to give you some advice. You can also email me at Jenna Cameron consulting mail.com and I would love to hear from you.

24:38
Daniel Scharff
All right, Jenna, my friend, thank you again. It's really been nice growing up in this industry with you and just getting to share all the knowledge that you have. So thanks again for helping us out and I look forward to seeing all of the use that this tracker gets. So thank you everybody. And remember, check the show notes for the link to go ahead and use the tool.

24:58
Jenna Cameron
Thanks so much, Daniel.

25:02
Daniel Scharff
Well, my friends, we've now arrived together at the end of another episode of the Startup CPG podcast, the top globally ranked podcast in cpg. As you may know, we're not just a podcast. We're a community of brands and experts and you should join. You can sign up @startupcpg.com you'll then get an invite to our online Slack community. You're going to hear about amazing events near you, all of our special opportunities to get you in front of buyers, investors, brands and more. It's a free community. So what are you waiting for? I will see you there or on our next episode. Bye bye.