Strategies for Enhancing Foodservice Distribution: Maximizing Chain and Supplier-Manufacturer Relationships with Rich Wolverton, Former VP of Category Management at US Foods

Farm to Fork: The Innovators with David Maloni

Welcome back to another episode of Farm to Fork: The Innovators. Our guest for today is Rich Wolverton, a current Datum FS advisor who served as former VP of category management at Food Services of America and led their merchandising integration into US foods.

Tapping into Rich’s 40+ years wealth of knowledge in food sales and merchandising leadership, we explore the intricacies of food service distribution, discuss the importance of customer service, labor, and supply chain reliability challenges, and strategies for acquiring business from independent and chain restaurants.

Our conversation explores the approaches new start-ups and seasoned businesses can take to break into and break even in the already competitive distribution market, uncovers pivotal factors that keep the industry giants thriving, and unearths secrets that could revolutionize sales. Tune in to learn even more about FSMA 204 and how the Food Service Industry will be impacted because of its implementation.
This is one episode you do not want to miss.
Connect With the Host:

David Maloni’s LinkedIn

Connect With Our Guest:

Rich Wolverton’s LinkedIn

Grow Food Service Website

Connect with Datum FS:

https://datumfs.com/

Timestamps
00:00

03:00 - Meet Rich Wolverton

04:08 - The History And Expansion Of Food Services Of America

06:31 - Rich Elucidates How Distributors Operate Are The Gatekeepers To The Consumers

09:27 - Efficient Customer Service As The Secret Sauce To A Distributor's Success

13:13 - Navigating The Major Challenges In Food Distribution

15:26 - Rich’s Take On How To Win The Independent Restaurant Customer Acquisition Game

18:57 - Salesperson Incentives And Benefits Of A Consultative Approach

21:33 - Data: The New Currency For Businesses

22:48 - The Formula For Attracting And Keeping Chain Business

24:33 - Rich Details The Complex Dance Between Suppliers, Chains, And Distributors

27:40 - Incentivizing Distributors To Sell Effectively.

30:09 - Challenges In Navigating The Dynamic Of Private Label Vs. Branded Products.

36:32 - Rich’s Insight On Tackling Manufacturer-Distributor Tensions

40:03 - The Pros, Cons, And The Significant Impact Of Group Purchasing Organizations

43:28 - The Constraints Of Distribution Capacity And The Potential For Innovation

47:53 - Warehouse Expansion and Operational Strategies Used By Key Industry Players

49:58 - Assessing the impact of the Food Safety Modernization Act 204 On Distributors and Operators

54:20 - Wrapping Up

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