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Becoming A More Effective Sales Manager In The Natural And Specialty Channel

  • TBA Boston, MA, 02110 United States (map)

December 11-12, 2018 in Boston - HOLD the DATE! 



Day 1 $699/person,
Day 2 $899/person
Group discounts available

Topics include:
•  Sales Planning & Budgeting
•  Pricing & Margins
•  Working Effectively With Brokers
•  Approaches to Alternate Channels
•  Understanding Private Label Opportunities
•  Best Practices in Case Pack Changes and Cost Changes

Speakers include: (from 2017 for reference, 2018 may change)
•  Kirsten Hogan and Wendy Savoi from UNFI Next
•  James Curley, JFC Market Management
•  Tim Sperry, Former Director of Grocery for Whole Foods
•  John Raiche, VP Marketing and Supplier Relations, UNFI
•  Rob Mortensen, REM, Ltd.
•  Speaker from SPINS
•  Betsy McGinn, McGinn e-commerce Consulting
•  Scott Miller, Direct to Consumer expert
•  Ed Rowland, Rowland Global, LLC, Chain Drug channel expert
•  Kim Greenfeld on selling to Trader Joe's and Private Label opportunities

Day 1

  1. Sales planning and budgeting with budget templates

  2. Pricing and margins review

  3. Trade promotion—strategy, optimization, evaluation

  4. Effective sales calls—“How to prepare for an appointment"

  5. Working through distributors, selling in, margins, programs

  6. Special guest, Supplier Development Manager – Introduction and overview of UNFI Next.

  7. Working effectively with brokers—hiring, goal setting, reviews

  8. Best Practices in case pack changes and cost changes. Guest Speaker: James Curley, JFC Market Management

  9. Succeeding at Whole Foods. Guest Speaker: Tim Sperry, former Director of Grocery for Whole Foods

  10. Understanding the Canadian Market and growing your business in Canada.

  11. Comprehensive Q&A—industry experts will answer your most complex questions in the context of your business

Day 2

  1. Trade-spending management and deductions management

  2. Maximizing your opportunities with UNFI - John Raiche, VP UNFI

  3. Ahold Natural Sales - How Ahold goes to market and how best to work with them to maximize your sales - Maria Luisi, Ahold Portfolio Lead, Natural Food

  4. Navigating Trader Joe's and Private Label opportunities - Kim Greenfeld, Camp Verde Solutions. 

  5. Using syndicated data—its role in new product presentations, category management, evaluating execution. Guest Speaker: from SPINS

  6. Developing strategies to succeed in e-Commerce, Guest Speaker: Betsy McGinn, McGinn e-commerce Consulting

  7. Building your Direct-to-Consumer business, Scott Miller, DTC expert

  8. Navigating the GMO Maze, Guest Speaker: Tim Sperry, former Director of Grocery for Whole Foods

  9. Comprehensive Q&A—industry experts will answer your most complex questions in the context of your business

  10. Strategic Pricing optimization - Scott Sanders, Revenue Architects

  11. Building you business in the chain drug channel - Ed Rowland, Rowland Global, LLC


Good for your company, great for your career

Bob Burke is co-author of The Natural Products Field Manual and The Sales Manager’s Handbook. He is a consultant specializing in bringing natural, organic and specialty products to market across all channels since 1998 and former VP of Sales and Corporate Development at Stonyfield Farm. He has prepared numerous business plans, assisted in fundraising, advised clients on growth and exit strategies and has helped a number of companies reach a successful exit. He serves on the board of directors of EcoFish, Orgain, King Arthur Flour, Thirsty Ventures and Saffron Road. He has an MBA from Babson College. 

John Maggiore of Maggiore Sales & Marketing is a leading broker and consultant of Natural and Specialty products into the mainstream grocery channel. John has worked with some major brands including Pirate’s Booty, Vita Coco Coconut Water, siggi’s Yogurt, Bear Naked, Justin’s, and more. He is the former Category Manager of Natural Products at Stop & Shop.