Word of Mouth
If you are just getting started in this niche or are a long-time food distributor, there are a couple of tips to help build fourth-quarter momentum. "Food has an emotional component," Shechtman said. "It makes people feel good. It connects. ... We find recipients tend to get excited when a food gift arrives." She went on to explain that what you are really selling is not food, but that feeling. "Sell client appreciation—gifting and acknowledgements—not food gifts."
Alvey noted that distributors should look to trusted brands. "A well-known and respected brand will get the attention of your clients and on the back end can save you the trouble of complaints." Just as important is working with a supplier that can meet the custom needs of your client. Said Alvey, "If your client has very specific requests and needs, don't feel like you have to achieve them on your own. A good supplier is there to help you and meet your needs regardless of the request."
After all the holiday hulabaloo is over, don't think your opportunity to sell these products has ended with it. "[While] edibles are typically thought of as a fourth-quarter opportunity, we entered this market to offer distributors a year-round opportunity to sell our products ... so they could expand their profit-making opportunities with existing customers rather than only knocking on new doors," said Shechtman.
There are any number of explanations for the popularity of food products, and countless ways to incorporate them into your promotions, but as Alvey explained, the best reason is also the most obvious. "I think [it] is pretty simple—good food is universally loved," she said. "It can be difficult to find rewards or incentives that target certain individuals or groups. The great thing about food is that it gathers people and gives them a reason to come together. That's why food makes perfect sense for events and parties, but also as thank-you gifts and rewards. It's easily shared and beloved by all."