Key Responsibilities and Required Skills for Food Broker

🎯 Role Definition

A Food Broker (also known as a Manufacturer's Representative) acts as the commercial intermediary between food and beverage manufacturers and retail or foodservice buyers. The Food Broker's core objective is to secure distribution, maximize shelf presence and promotional activity, and grow sales and margins for represented brands. Responsibilities typically include territory management, key account development, category management collaboration, in-store merchandising oversight, sales forecasting, contract and price negotiation, and coordination with internal teams (marketing, supply chain, and finance) to ensure product availability and campaign execution.

Key SEO keywords: food broker, CPG broker, grocery broker, foodservice sales, territory manager, category management, retailer negotiations, product distribution, merchandiser, account development.

📈 Career Progression

Typical Career Path

Entry Point From:

Sales Representative / Account Executive in CPG or foodservice
Territory Sales Manager for grocery or convenience channels
Merchandiser or Category Analyst transitioning into external-facing sales

Advancement To:

Senior Food Broker / Broker Manager
Regional Sales Manager / Director of Brokerage
Business Development Director or National Account Manager with a manufacturer

Lateral Moves:

Category Manager (retailer or manufacturer side)
Trade Marketing Manager
Distributor Sales Manager

Core Responsibilities

Primary Functions

Prospect, qualify, and develop new retail and foodservice accounts across an assigned territory to expand product distribution and increase market penetration for represented brands.
Build and maintain strong, long-term relationships with buyers, category managers, and procurement teams at regional and national grocery chains, independent retailers, wholesalers, and foodservice distributors.
Negotiate pricing, shelf placement, promotional activity, slotting fees, and contract terms with retailers and distributors to secure profitable distribution and improve brand visibility.
Collaborate closely with manufacturer clients to build and execute tailored sales plans, promotional calendars, and merchandising strategies that align with brand objectives and retailer priorities.
Execute regular in-store merchandising, planogram compliance checks, and promotional setups to ensure optimal shelf presentation, pricing accuracy, and point-of-sale visibility.
Drive incremental sales through targeted promotional programs, seasonal campaigns, and trade promotions while tracking ROI and communicating results to brand partners.
Manage SKU rationalization and new item introductions (NPI) by creating retailer-ready sell-in materials, conducting product training for retail teams, and coordinating in-store trials or demos.
Prepare and deliver persuasive sales presentations, category reviews, and business cases to retailer buying committees to win distribution and promotional placements.
Monitor competitive activity, pricing trends, and category performance to recommend assortment, pricing, and promotional adjustments that protect and grow market share.
Develop and maintain accurate sales forecasts, pipeline reports, and performance dashboards to ensure timely replenishment and minimize out-of-stocks.
Coordinate logistics and order flow between manufacturers, distributors, and retailers to resolve supply issues, expedite shipments, and ensure on-time delivery of promotional inventory.
Lead cross-functional calls with marketing, supply chain, finance, and operations to resolve account-specific challenges and to align on promotional requirements and funding.
Manage the administrative and contractual aspects of brokerage agreements, including commission reconciliations, retailer chargebacks, and rebate programs.
Conduct regular retailer audits and shopper insights collection to provide manufacturers with actionable feedback on packaging, pricing, merchandising, and shopper behavior.
Train and support distributor sales teams and retail merchandisers on product features, selling stories, and promotional execution to maximize sell-through.
Drive month-over-month and year-over-year sales growth by developing territory-specific strategies that combine quick wins (promotions, endcaps) and long-term listings (permanent shelf placements).
Maintain up-to-date knowledge of retailer procurement cycles, private-label strategies, and vendor compliance requirements to proactively position client products.
Manage key account planning, setting measurable objectives, KPIs, and a cadence of communication with each major retailer or distributor.
Negotiate and manage allowance agreements, co-op funds, and promotional chargebacks to ensure correct accruals and maximize promotional impact.
Represent brands at trade shows, buyer meetings, and merchandising events to secure new distribution opportunities and increase category awareness.

Secondary Functions

Conduct periodic market scans and consumer trend research to inform manufacturer brand strategy and identify new cross-channel growth opportunities.
Serve as the primary escalation point for account issues, coordinating warranty claims, product quality concerns, and recalls with manufacturers and retailers as needed.
Support manufacturer pricing strategy by analyzing retailer markdowns, promotional performance, and margin impacts across the portfolio.
Provide coaching and development to junior brokers or merchandisers in territory best practices, sales techniques, and retailer protocols.
Create detailed post-promotion analysis and sales reports that quantify lift, ROI, and lessons learned, enabling continuous improvement in future activations.
Maintain CRM and broker management systems with accurate contact records, activity logs, forecasts, and deal documentation to ensure transparency and effective handoffs.

Required Skills & Competencies

Hard Skills (Technical)

Retail sales & account management — proven experience selling to grocery, supermarket, mass, or specialty retail chains.
Foodservice and distributor channel knowledge — understanding of distributor models, distributor sell-in/sell-through dynamics, and FSDU execution.
Negotiation and contract management — experience negotiating pricing, slotting, promotional agreements, and vendor terms.
Category management fundamentals — ability to interpret POS data, promoteability factors, and planogram recommendations to influence retailer decisions.
CRM and sales tools — proficiency with Salesforce, HubSpot, Zoho, or broker-specific platforms for pipeline tracking and reporting.
Excel & data analysis — strong skills in Excel (pivot tables, VLOOKUP/XLOOKUP, basic modeling) and familiarity with BI tools (Tableau, Power BI) a plus.
Forecasting & demand planning — ability to prepare sales forecasts, promotional volume projections, and manage inventory expectations.
Trade promotion management — experience planning, executing, and reconciling trade promotions and co-op funding.
Merchandising & planogram execution — knowledge of in-store merchandising standards, POP placement, and planogram compliance audits.
New Item Introduction (NPI) processes — experience coordinating product launches, demos, and retailer approval workflows.
Pricing strategy & margin optimization — understanding of margin levers, MAP pricing, and retailer markdown strategies.
EDI & vendor compliance basics — familiarity with electronic data interchange and retailer/vendor compliance requirements is advantageous.
Reporting & KPI management — track record of delivering sales reports, ROI analyses, and account performance updates to stakeholders.
Food safety/regulatory awareness — basic understanding of labeling, allergen, and traceability requirements relevant to food distribution.

Soft Skills

Exceptional persuasive communication and presentation skills, with the ability to influence buyers and present compelling business cases.
Relationship-oriented with a track record of building trust and long-term partnerships with retail and distributor stakeholders.
Strong negotiation and problem-solving mindset to close deals that balance manufacturer goals with retailer needs.
Self-motivated, results-driven, and comfortable working independently in a territory with remote and in-person interactions.
Highly organized with strong time management skills and the ability to juggle multiple accounts and promotional calendars.
Resilience and persistence in pursuing distribution wins and overcoming pushback from competitive incumbents.
Strategic thinker who can combine data insights with field intelligence to design winning sales strategies.
Team player who collaborates effectively across marketing, supply chain, finance, and operations to deliver on account commitments.
Attention to detail when managing contracts, promotional reconciliations, and compliance requirements.
Adaptability to changing retailer priorities, seasonal demand fluctuations, and evolving category dynamics.

Education & Experience

Educational Background

Minimum Education:
High school diploma or equivalent; relevant work history in retail or food sales often substitutes for formal education.

Preferred Education:
Bachelor’s degree in Business Administration, Marketing, Supply Chain, Food Science, Agriculture, or a related field.

Relevant Fields of Study:

Business Administration
Marketing
Food Science / Nutrition
Supply Chain Management
Agriculture / Agribusiness

Experience Requirements

Typical Experience Range: 2–7 years of progressive sales experience in CPG, grocery, foodservice, or distribution; includes territory sales, account management, or merchandising roles.

Preferred: 3–5 years specifically as a food broker, manufacturer’s representative, or territory sales manager with documented success in securing retail listings, growing category sales, and managing promotions. Prior relationships with regional or national retailers and distributor networks strongly preferred.