by Melissa T. Stock and Kellye Hunter An Insider's Guide to Placing Your Product
In Shops, Catalogs and Grocery Stores You're almost there. The recipe is great, and you think you're ready for the big time. Not sure what to do next? Don't worry if you're feeling lost in a maze of packaging and procedures. We polled four hot and spicy buyers: Joni Rayment, owner of Salsas, Etc., a hot shop and mail-order source in Milpitos, California; Richard Crawford, partner of Chili Chompers, a hot shop chain and mail order source in Savannah, Georgia; Jamie Mays, retail consultant for Calido Chile Traders, a nationwide franchise based in Merriam, Kansas; and Faye Greenberg, specialty food director for the Central Market, a gourmet specialty food store in Austin, Texas. These people know what is hot, and they told us the best way to approach them with product, follow up on your query, and improve the chances of getting your stuff on the shelves. Don't be Afraid All buyers say they welcome samples from all companies, but that small manufacturers must be realistic and honest about how much they can produce. Rayment says it is better not to oversell yourself, and only promise what you can actually deliver. Mays says that if a small manufacturer cannot produce large quantities, Calido Chile Traders is happy to handle small amounts of merchandise through one local franchisee, even though the product must still be approved through the main office. At Salsas, Etc. and Chili Chompers, the owners put out samples of products in their stores for customers to try. "We really want everyone to succeed," says Crawford of Chili Chompers, where each product is sampled for eight to ten months in the store to give it ample exposure. Consider Your Packaging Before Approaching a Buyer Your product may taste great, but if it doesn't attract attention and conform to industry standards, it isn't going to sell. Here are some points to assess: --A professional looking label. Every buyer agrees that a professional looking label is a necessity. No photocopied pictures taped to the bottles. --Shelf appeal. How does it stand up next to other products? Rayment thinks flask bottles are clever because the wider bottles take up twice as much shelf space, and more of the label shows because it does not curve around. Also consider how easily the bottles pack and how many will fit in a case. --Obscenity. It's in the eye of the beholder. Calido Chile Traders wants only "tasteful" labeling: "I'd be in big trouble if I tried to put `Slap A 'Ho' hot sauce in a downtown Chicago shop," says Mays. "In order to get a product like this in our stores, I might suggest a name change to something like "Slap A Hog." However, Rayment says that even though she finds some labels offensive, there are others that she finds humorous, and humor, she believes, attracts both attention and customers. "Some people won't buy anything with a devil on the label," she says, "but others buy these sauces as gag gifts for their preachers." --UPC Coding. This is not necessary, but it is fast becoming an industry standard, and many stores use this method for tracking products. All buyers agree that UPC coding helps your chances of acceptance. --Nutritional labeling. This also is not necessary to sell your product to a buyer, but it helps in selling to health-conscious consumers. --Batch Numbers. Calido Chile Traders prefers batch numbers on product to make tracking easier. --Expiration Dates. These are absolutely necessary for items that perish quickly such as chips, which only have a shelf life of about a month. But for other products such as hot sauce and non-fresh salsa, you will want to check with buyers for their company's preference and specifications on this matter. --Sealing. All products must be vacuum sealed, and should be able to spend time on the shelf without spoiling or leaking. International manufacturers should take extra care because improperly sealed product will not pass customs. Safety seals win brownie points with consumers. --Directions. Make sure the directions work on products such as rice mixes, and that the finished result tastes good without add-ons. Making Contact With a Buyer Now you have all the details worked out and you're ready to make a presentation. Every buyer we spoke with is happy to receive any product, but they all prefer that you call first to establish yourself, send samples of your product, then...LEAVE THEM ALONE. They need time to critique packaging, try out your product and gather commentary from other people in their offices and stores. Wait at least 30 days before calling back. "We get turned off by persistence," says Rayment. "Give me a month and I'll have an answer for you, don't call three times a week." What To Include With Your Sample --Product literature. As much information as you can send about your product. Sometimes the most obvious things are left out, according to Richard Crawford of Chili Chompers, who said that people sometimes forget to include the most basic information such as phone numbers on their literature. He has often had to send letters to post office boxes in order to contact a perspective supplier, a procedure that wastes everyone's time. Include a product sheet, wholesale information, suggested retail price, shipping costs, the minimum order you are willing to provide, special ordering instructions (are you willing to split cases?), any awards you have received, and proof of product liability insurance--Salsas, Etc. requires $1 million worth of liability insurance before they will carry your product. --Mailing Samples and Orders. Pack your samples carefully so they do not arrive broken. Are Contests Worth Your Time and Money? Yes, according to Greenberg, Rayment and Crawford, provided those contests are official, such as the Fancy Food Show contest. "This documentation is important because it proves that your product is already consumer-driven," says Greenberg. Ultimately, however, your product must pass taste tests with the buyer before acceptance. Listen to Criticism When a company rejects your product, they will almost always tell you what they liked or didn't like about it. If they don't like the packaging, they might give you a chance to redesign and resubmit. They might think your recipe needs some fine-tuning, i.e., too much salt, too much vinegar, too little spice, or they might think your pricing is inappropriate. Don't be insulted. Consider their suggestions seriously, and realize that you may need to make some adjustments in order to sell your product. Don't resubmit, however, unless you have made a substantive change. Take No for an Answer If, after the 30-day assessment period, you make a follow-up phone call and are told that your product will not work for a particular company, accept the answer. The biggest mistake you can make now is to keep insisting they reconsider. "No is no," says Mays. Every buyer we spoke with says that this is the most annoying problem they encounter, so do whatever you can to maintain a good relationship--you might come up with a different product later on that the buyer would accept. Realize this and don't get pushy or angry and sever ties--they want to keep you as a potential supplier. "We really encourage small entrepreneurs and hope to make them famous," says Greenberg. Top of Page
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