The marketplace role of distributors is changing. With consolidated portfolios crowded with parity products, wholesalers have multiple priorities in a retail marketplace now mainly interested in margin not marketing. Internally, they are caught in the retailer-supplier paradox while simultaneously addressing the escalating profit pressures from their labor and infrastructure costs. To ensure long-term survival, supplier brands must recognize
these new dynamics and ensure that all brand efforts aimed at wholesalers are easily implemented and clearly differentiated from the competition while constantly supporting the consumer selling proposition. This session will discuss how your brand?s efforts, teamed with your wholesaler, can sway your most important customers of all--the retailer and restaurateur.