Sampling for customers needs to be done right
The most important demos you ever do
Over the past few months, we have shared 16 different areas for you to focus on with the personal interaction you can get with your customers. So many people believe it is just the meeting to ‘pitch’ your products that will make or break your relationships with your customers. You have opportunities throughout the year to foster these valuable relationships.
You want your customers to put your products in their stores. You need to build confidence that your product performs and will sell off the shelf. Sampling your product for your customers is very important. You need to do it properly and effectively so they understand your product and experience it as a consumer would.
My first experience
I had only been working with Loblaw for a short period of time when they approached me about getting experience in different parts of the business. At the time I was working in real estate and not really enjoying the work. I was excited to get some exposure to different departments.
They put me with one of the category managers for 2 days every week. Back in those days, they would schedule vendor meetings for at least one entire day. Back-to-back suppliers all day long. I will always remember a meeting with a canned vegetable supplier. He came in with his presentation deck and 3-4 cans of vegetables. After he talked about the numbers, he took a can opener out of his brief case, (yes, they were popular back then) and proceeded to open the cans for us to try. Cold corn niblets, right from the can. Just dip your fingers in and try some. Of course, he put his hand in first, to be able to confirm how good they were.
My first experience of a vendor sampling. Being the young, full of ideas and opinions person I was, I could not believe it. I was thinking, ‘you want us to be excited and buy thousands of cases from you’. There has to be a better way.
Your customer should experience it as consumers will
You need to figure out how to sample your products, so the category manager gets to experience the product. People do not eat jam on the end of a popsicle stick. People do not drink luke warm juice from a flimsy little cup.
If you want your customer to be excited and engaged with your offering, you need to put some effort into it. This can be a lot or work. If your product needs to be cooked, chilled or have something done to it you need to figure out how to make that happen.
Plan for success
A memorable product sampling will probably need some planning and work done ahead. You might have to coordinate a place to cook or chill products. Most retailers have kitchens and should be willing to let you use them.
Another option might be to take the kitchen to them. If you are selling burgers or wings perhaps you need to work with a food truck for the day to deliver a fresh, hot experience. You should also consider the time of day. If we go back to our burgers, you probably should try to get a meeting around lunch time. You don’t always get to choose, but you also need to try and avoid a 9am burger sampling.
Consider the resources you will need. Meetings with customers can be stressful. You might need some help to get the sampling going properly. We have even seen people work with a local culinary school to do the food prep. What a great opportunity to tell them you sponsor something in the program.
Develop a plan from start to finish. That includes preparation, the sampling and clean up. Think about dishes, cloths to clean up etc. etc.
Make it memorable
I experienced hundreds of product samplings while I was at Loblaw. Not many were memorable. The one that always comes to mind is Summer Fresh Foods. They produce a lot of the dips and salads you would find in the deli. Their products were positioned as being made with fresh ingredients, on trend and the type of products that drive average order. When they sampled a new product, everything was done to reinforce these attributes.
They would take the time to create an experience. The table would include the fresh herbs, spices and other ingredients in the new product. They would always have the right crackers or vegetables to compliment the product and give us the best eating experience. No popsicle sticks there!
If you visit their website, you will see they still have the same focus today. It did not guarantee a listing, but it did give them the best chance. That is all you can ask for. Your sampling needs to give you the best chance to get on the shelf.
Collaborations are effective
Few products are great on their own. Many require something to compliment them or enhance the eating experience. Consider other processors you know that go well with your products. If you are putting them in front of a retailer, they might give you the crackers or bread for free. You can also trade and have them include your product when they meet with their category manager.
If you prefer to keep more focus on your product, you can usually find a private label option. Always, always use this customer’s private label. Do not take President’s choice to Sobeys-it happens.
Get past the category manager
If you are going through the effort to create a sampling experience do everything you can to have more people there. Ask the category manager in advance if you can bring enough for 4-5 people or more. It is not much more work and the more people you reach the better. Perhaps your product is a plant based, and your category manager is a bit old school. The assistant category manager might be vegan and see the real potential of your product. They also might be the category manager next year and you want to develop these relationships.
When they do list your product, you need to figure out how to take your sampling on the road so people at stores can experience your products. Perhaps it is not as elaborate, but they are out there 52 weeks per year and can be your best sales people. You want them to experience your product. If you have the resources, ask if they have a department manager meeting on the horizon. You could feed them lunch or be featured at a break.
Sampling is so much more than sampling
We want you to think of it as an experience. The word sampling implies something very quick and a chance to try. When you have the opportunity to get your customer to consume your product, you need to think of it as a memorable experience. This should reinforce the positioning of your product and allow them to see why it belongs in their store. So much more than just trying it.
Next week we will change our focus to discuss what suppliers should be doing to make the most of the opportunity with consumers and customers looking for Canadian products.
Peter
SKUFood Recipes for Success Podcast
The response to our SKUFood Recipe for Success podcast has been great. We want to thank everyone who has been with us as a guest. So many interesting conversations about our industry.
In this episode of Recipes for Success, we’re joined by Emily Nichols, a manufacturing engineer and founder of Connect Better Inc. Growing up on a farm, Emily developed a deep appreciation for the food industry and hands-on problem solving. She later honed her skills working at Quaker, gaining valuable experience in food manufacturing and operations.
Drawing from her engineering background and experience as a keynote speaker and emcee, Emily specializes in helping organizations strengthen the human skills—connection, communication, and creativity—that are essential for success in today’s technical workplaces. She shares insights on how food businesses can foster better collaboration, enhance team dynamics, and build inclusive environments that drive sustainable growth and innovation.
Whether you're leading a food startup or managing a growing team, this conversation offers practical strategies to bridge the gap between technical expertise and human connection, empowering your business to thrive in a competitive industry.
Listen and subscribe wherever you get your podcasts.
If you would like to be a guest send us a note. We are always working on the upcoming episodes.
Snack aisle mashup
Two fan favourites in the snack aisle are teaming up to give consumers exactly what they’ve been asking for. While it’s rare to see competing brands collaborate, Oreo and Reese’s are breaking the mold in a bid to spark excitement and drive category growth.
Excited to be participating in the FCC Food and Beverage Summit in Saskatoon in September. The FCC team have put together a great agenda. If you are food producer or processor on the prairies this is a great day to get some great insights and keep moving your business forward.
It's back!
Back by popular demand, the FCC Food and Beverage summit is your chance to see what's new, get inspired and gain valuable insights to take your food and beverage business to the next level. Learn from industry experts, network with other entrepreneurs and make connections to expand your market and grow your business.
We're thrilled to present and exciting lineup of speakers, along with complementary booths for food and beverage processors to showcase and demo their exceptional products. Curious who is showcasing this year?
Meet our vendors
It's all happening in our backyard. Bigger skies. Bigger ideas. Bigger opportunities. Everything is bigger on the prairies!
Last year sold out quick- register early.
Tuesday, September 23
Prairieland Park, Saskatoon
Where is Peter speaking?
I do have travel coming up to Toronto, Saskatoon, and Fredericton so if you want to connect or have an event in any of these locations give me a call or send me an email.
