Understanding Foodservice Redistribution

About the Book

Understanding Foodservice Redistribution was written to help food manufacturers come to grips with a sometimes complex topic.

Part 1, “Understanding the Basics,” provides a comprehensive overview of redistribution from the perspective of manufacturers, distributors, and redistributors. By presenting the case for redistribution, then prescribing a detailed methodology for determining its cost avoidance potential and marketing value, this book helps the reader to fully understand the economics of a redistribution program.

In Part 2, “Advanced Issues in Redistribution,” we go beyond the numbers to discuss the benefits, opportunities and risks associated with committing to redistribution. We examine the challenges of managing both the customer mix and the product mix, and provide a thorough analysis of the issues around private-label and deviated-price products that flow through redistributors. Having established this context, we provide closing thoughts about “Getting the Most from Your Redistribution Program.”

Understanding Foodservice Redistribution will help ensure a common comprehension among the Sales, Marketing, Finance, and Supply Chain people in your organization. Armed with this clear understanding, you will be prepared to get the results you want from your redistribution program.

About the Author

Dave DeWalt is President of Franklin Foodservice Solutions, a firm that serves food industry clients on a variety of strategic, marketing and distribution-related projects. Dave is widely recognized as an expert on the subject of redistribution. He has been published in Food Logistics magazine, and has conducted redistribution workshops for the Foodservice Sales and Marketing Association and the Chain Purchasing Conference.

Dave also publishes the monthly Foodservice Marketing Insights newsletter; subscriptions are available from the “Free Resources” page of his website, www.franklin-foodservice.com.

Prior to launching Franklin Foodservice Solutions, Mr. DeWalt was an Associate with A.T. Kearney, serving clients including Sara Lee Bakery, Unilever Foods, and General Motors. Food industry experience includes fifteen years in Marketing, Sales, and Executive positions with Sara Lee Bakery, Vlasic Foods, and Awrey Bakeries. Dave has a Bachelor’s Degree in Hospitality Business from Michigan State University, and a Master’s Degree in Marketing and Finance from the Kellogg School of Management, Northwestern University.

Mr. DeWalt, his wife and two children live in Franklin, Michigan.