Specialty Food Magazine

FALL 2018

Specialty Food Magazine is the leading publication for retailers, manufacturers and foodservice professionals in the specialty food trade. It provides news, trends and business-building insights that help readers keep their businesses competitive.

Issue link: https://specialtyfoodmagazine.epubxp.com/i/1017167

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Page 7 of 91

FROM THE PUBLISHER Beyond the Buyer-Seller Equation SPECIALTY FOOD ASSOCIATION MEMBERS: Discuss this topic in the Solution Center on specialtyfood.com A s an organization known for connecting food buyers with food sellers, the SFA has historically viewed industry professionals who operate outside of that kind of transaction as peripheral to its core value. Chris Crocker Senior Vice President, Content & Marketing ccrocker@specialtyfood.com Why? Imagine the makers who advertise in this maga- zine or exhibit in our shows: They are paying to reach re- tailers, foodservice professionals, distributors, and other channel partners as efficiently as possible. And to make the shows and media effective commercial vehicles, we need to engage the buying trade with content and engagement op- portunities. So if you don't make or inf luence a trade pur- chase, you are ancillary to that investment equation. In expanding SFA's role as an educational and infor- mational provider to the industry, we are becoming better acquainted with the companies that service other aspects of our constituents' businesses. In the process we have been impressed with two things: that there are quite a few that focus almost exclusively on the specialty food industry, and that their capabilities are not broadly known to the indus- try at large. Our early introductions have been eye-opening. These are not simply vendors, they are trusted resources and advi- sors to the companies they serve. Many have vast experi- ence working within our industry … and deep knowledge of their field to share with their customers. They are truly subject matter experts. We've found ingredient companies who take an ac- tive role in customer product development, insurance agents who are deeply engaged in recall management, payroll processors who affordably and scalably outsource small business human resources and benefit adminis- tration, accounting software providers who have a clear understanding of the unique challenges in operating a specialty food business, and shipping companies with outstanding informational resources on best practices in e-commerce. And that's just to name a few. As a trade association, we can't make ad-hoc or di- rect referrals. We are, however, able to build resources that list service providers and offer them ways to become better known and to share their expertise through spon- sorships and partnerships. In turn, we will be able to deliver affordable, top-notch educational events like our Specialty Food Business Summit and expand services to our industry on a sustainable basis. FALL 2018 5 These are not simply vendors, they are trusted resources and advisors to the companies they serve. Many have vast experience working within our industry … and deep knowledge of their field to share with their customers.

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