Our Expectations of Food Brokers
Introduction
Food brokers play a critical role in connecting packaged food brand owners with distributors and retailers. Their expertise, networks, and insights help brand owners establish market positions, create competitive pricing strategies, and navigate a complex retail environment. This document outlines the functions and code of conduct for food brokers, as well as LCG Foods’ commitment to supporting broker partnerships.
Our Expectations of Food Brokers
Market Intermediary & Relationship Builder
Serve as the bridge between brand owners, distributors, and retailers. Maintain strong ties with buyers, category managers, and decision-makers to secure opportunities and expand distribution.
Sales Development
Act as the frontline sales team for brand owners by prospecting new accounts, presenting products, negotiating terms, and supporting shelf space acquisition.
Advisor on Pricing & Positioning
Guide brand owners on pricing strategies, margin structures, promotional allowances, and retailer-specific costs of doing business to ensure competitiveness and sustainability.
Brand & Market Education
Help brand owners adapt to consumer demand, explain retailer expectations (including chargebacks/MCBs), and provide insight into industry practices and evolving trends.
Marketing & Promotion Support
Assist in planning and executing retailer-specific promotions, and prepare necessary listing or promotional forms for distributor review and validation.
Performance Monitoring & Reporting
Track sales data, promotional outcomes, and category performance. Provide actionable insights, competitor analysis, and recommendations for adjustments.
Our Commitment to Brokers
At LCG Foods, we view brokers as strategic partners and are committed to working collaboratively to deliver results for brand owners and retailers. We commit to:
Partnership & Support
- Respect vendor and broker-defined distribution strategies, including other distributors’ territories.
- Position ourselves as additive to existing efforts, not taking away from the pie of other distributor relationships.
- Maintain open communication, align on strategies, and respect the broker’s role as an extension of the sales team.
Information Sharing
- Provide brokers with timely data and insights to support sales and marketing.
- Deliver transparent, custom vendor sales reporting through Tableau, replacing static spreadsheets.
- Share account-level updates and insights to improve decision-making.
Collaborative Selling
- Work alongside brokers to close deals and represent vendors fairly and consistently to retailers.
- Support vendor and broker promotional planning while ensuring compliance with retailer programs.
- Bring straight talk to discussions – direct, constructive, and focused on results.
Fair Value for Retailers
- Ensure pricing, programs, and promotions deliver competitive value while protecting vendor interests.
- Support responsible negotiations that build long-term retailer trust.
New Item Readiness & Onboarding
- Conduct a thorough review of brands and products during onboarding to eliminate ambiguity and ensure accuracy when submissions are made to retailers.
- Provide brokers with a guide on how to work with LCG to deliver accurate, timely information in the exact formats retailers require.
- Reduce errors by aligning early on product specs, labelling, pricing, and forms, ensuring a smooth path to market.
Conclusion
By clarifying broker functions, outlining professional standards, and committing to collaborative, transparent practices, LCG Foods ensures that brokers, vendors, and retailers work together effectively to build long-term, mutually beneficial relationships.