The Food Broker Engagement Playbook

Your long-term brokers are the foundation of your sales network. They are experienced, they have deep relationships with buyers, and they understand your brand inside and out. But as your product line grows and the market evolves, you may start to notice a troubling trend: the sales of your core, established products are starting to flatline.

This isn’t because your brokers have stopped working hard. It’s because they’ve fallen into the “what’s new” trap. It’s human nature to focus on the latest launch or the newest trend, which often leaves your most reliable, revenue-driving products on the back burner.

This is a critical challenge facing manufacturers today, and it’s a major reason why the CPG industry has seen a 343% increase in the adoption of sales enablement functions. Brands are realizing that without a system to keep their entire portfolio top-of-mind, they are leaving money on the table. To keep your most important products from becoming old news, you need to rethink your food distribution network communication strategy.

The Inevitable Decline of Broker Enthusiasm

Think about the last product you launched. The excitement was palpable. Your brokers were armed with new materials, fresh talking points, and a compelling story to tell. They were motivated to hit the market hard, and the initial sales reflected that energy.

Now, think about a product that has been in your portfolio for five years. It’s a consistent seller and a customer favorite, but the initial excitement has faded. Your brokers know the product well, perhaps too well. They assume their buyers know it too, and the conversations become less frequent and less enthusiastic. They are not being given new reasons to bring it up.

This is the natural lifecycle of broker engagement. Without a proactive strategy to counteract it, your most profitable products can slowly fade into the background, taking your revenue with them.

Why Old Communication Methods Don’t Work

The traditional approach to broker communication is simply not equipped to handle this challenge. Sending out an occasional email with an updated sell sheet or a new promotion is not enough to reignite the spark. These messages get lost in crowded inboxes and are quickly forgotten.

You need a way to cut through the noise and provide your brokers with a steady stream of fresh, engaging content that gives them a reason to talk about your established products. You need to make it easy for them to stay informed and excited, so they can pass that enthusiasm on to their buyers.

This is where a dedicated information system becomes essential. Instead of relying on scattered emails and hoping your message gets through, a centralized platform ensures your updates are seen. It transforms your communication from a passive, one-way street into an active, engaging dialogue.

Give Them a New Story to Tell

A modern sales enablement platform, like Mobile Office, gives you the tools to keep your core products front and center. With features like a dedicated announcement feed, you can provide a constant flow of valuable updates that your brokers can use to start new conversations.

Imagine sending out a quick update like this:

• “Great news! Our classic marinara sauce was just featured in a popular food blog’s ‘Top 10 Pantry Staples’ list. Here’s the link to share with your buyers!”
• “Did you know? We’ve updated the packaging for our signature olive oil to be more eco-friendly. This is a huge selling point for sustainability-focused retailers.”
• “We just received a new testimonial from a major restaurant chain about how much their customers love our pesto. Use this to build credibility with your foodservice clients.”

These are not massive, launch-level announcements. They are small, strategic updates that give your long-term brokers a new story to tell. It gives them a timely, relevant reason to call a buyer and put your established product back in the spotlight.

Your Path to Sustained Growth

Your core products are the lifeblood of your business. By implementing a modern food distribution network communication strategy, you can ensure they get the attention they deserve. You can empower your most experienced brokers to continue representing your entire portfolio with the energy and enthusiasm of a new launch.

Stop letting your most profitable products fade into the background. It’s time to adopt a system that keeps your entire team engaged, informed, and selling.