Savor the Flavor

People love food. Preparing it, eating it, smelling it―even just looking at it (a la Instagram). More than a mere necessity, food is the supporting role to our daily routines. Food represents ethnic authenticity and family traditions. Food is personal, so get personal with it.

The fourth-quarter selling season is fast approaching, and some of the most popular year-end promotions involve edible gifts. From holiday treats to expressions of gratitude, these promotions are some of the most well-received by recipients, which translates to a profitable bonus for distributors. However, if the selling process of edible promotions is mishandled, those potential dollars will be tossed in the trash with the leftovers. For those interested in a slice of the food promotions pie, here are 10 points to keep in mind.

1. Sharing is Caring
During the holiday season, people tend to tout the whole "spread goodwill toward men (and women)" angle. This ideology now appears to be resonating with companies beyond December. "Chocolate and other edibles are increasingly being used for promotional purposes and as thank-you and event gifts at any time of the year," said Mike Shulkin, president of A La Carte, Chicago.

Debbie Tubbs, director of operations of Fresh Beginnings Inc., Valdosta, Ga., believes failing to sell food year-round is one of the biggest mistakes a distributor can make. After all, people celebrate birthdays, companies offer reward programs and a simple thank-you never goes out of style. In response, Fresh Beginnings launched its Birthday and Anniversary Program to help customers recognize these important events.

"Although intentions are always good, this is not an easy thing to do in the busy corporate world where days are already full. Once set up, and the lists are submitted, Fresh Beginnings does the work and your client takes all of the credit," Tubbs explained. "Each Monday, we ship a customized tin filled with delicious gourmet treats to everyone celebrating during the upcoming week. Some are shipped directly to the employee's home address, and shared with [his or her] family, while others are shipped bulk to an HR department for handing out throughout the week."