By Bob Burke and Rick McKelvey with over 60 industry experts, was published on February 1, 2002. The Fifth Edition was completely updated, revised, and expanded February, 2011.
Please review the Table of Contents and select one or two chapters most relevant for your current need and let us know in the comment section below
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Industry Overview
Mass Market Natural
Consumer Promotion
Private Label
Natural Consumer
Broker Management
Consumer Advertising
Organics
Sales Organization
Strategic Planning
Off-sites and Meetings
Margins & Pricing
Budgeting & Planning
Database Marketing
Financing
Contract Manufacturing
New Product Intros
Trade Promotion
Events Marketing
Branding
Natural Retailers
Trade Funds Mgmt
Category Mgmt
Canadian Mkt
Natural Distributors
Trade Organizations
Market Research
Exporting
Food Service
UK Market
Trade Shows
Co-packers
Download the Table of Contents
“The single greatest cost that any entrepreneur incurs is the “Learning Curve”. It can make you, break you, or sentence you to a slow, tortuous death. Bob’s and Rick’s Natural Products Field Manual will absolutely cut this cost in half, if not eliminate it altogether. I only wish I’d had a copy 19, or even 2, years ago.”
“If the Natural Products Field Manual doesn’t save your firm tens of thousands of dollars, or garner you many more thousands in revenues, then save yourself the trouble and close your business. The problem lies with you, not the authors. This compendium is an invaluable gem.”
– Gary Hirshberg, Stonyfield Farm Yogurt, President/CEO/Chairman
“I can’t think of a company in the industry that wouldn’t benefit tremendously from the Natural Products Field Manual .”
– Dan Atwood, Senior Vice President, United Natural Foods, Inc.
“I told Bob and Rick that they are crazy to be selling the Field Manual for less than $5,000. If we had this when we were starting out, we would have saved hundreds of thousands of dollars.”
– Heather Howitt, Founder, Oregon Chai, Inc.
“With most companies spending 15-20% of sales in trade spending (allowances, slotting, trade shows, demos, trade ads, brokerage, etc.) — any percentage in savings or spending the money more wisely more than pays for the book — the coupons make it a slam-dunk.”
– Paul Nardone, former President/CEO, Annie’s Homegrown, Inc.
“I can only imagine the true cost that it now takes to launch and maintain a product line in the natural product/specialty food classes of trade. The cost of this manual could be recouped from the advice on sales and marketing agencies (brokers) alone. When you add that to the rest of the basics, the trade marketing and consumer marketing aspects that are also covered in great depth…..this is a true “training the trainers” manual that should be part of every manufacturers budget. In fact, many distributors, brokers, and some retailers could also benefit from the countless good ideas and easy to reference information. This manual is the definition of value!”
– Travis Tabor, Executive Vice President, Advantage Sunbelt, Inc.
“We didn’t know what we didn’t know until we got the Field Manual. It has answered our questions, but more importantly, it has raised new questions we would not have otherwise known to ask. Though the manual itself has been tremendously useful (we call it our “bible”), the greatest value has been the time Rick and Bob have spent with us applying all the learning’s to our unique business issues.”
– Cindy R. Kaplan, Marketing Director, Enjoy Life Foods
“We are not just talking about 4 volumes, 44 chapters, a CD of databases, coupons and some consulting time but the potential to grow rich beyond the dreams of avarice.”
–Dr. Samuel Johnson, author of A Dictionary of the English Language and A Journey to the Western Islands of Scotland