# #74 First Hire Series: Foodservice Sales with Jenna Cameron (+ For Good Granola)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-12-28
- Length: 1h 07m
- Episode: 51
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola
- Listen: https://share.transistor.fm/s/b4893014

## Summary

Jenna Cameron, sales lead at Simulate (formerly Nugs), explains the nuances of building a foodservice sales channel, distinguishing it from retail through bulk packaging, distributor networks, and menu-centric relationships. She advises early-stage brands to focus on specific segments like colleges or regional chains, utilize a hybrid model of internal hires and brokers, and manage inventory carefully to avoid menu disruptions. The episode also features a review and mini-interview with Kiley, founder of For Good Granola, who discusses her chef-led approach to creating buckwheat-based granola and her company's mission to support organizations for people with disabilities.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=3) Introduction: Jenna Cameron and Simulate
- [7:39](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=459) Foodservice Channel Structure: Commercial vs. Non-Commercial
- [18:38](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=1118) Hiring Strategy: Internal Teams vs. Brokers and Consultants
- [21:25](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=1285) Packaging and Product Requirements for Foodservice
- [15:04](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=904) Sales Tactics: Cold Outreach, CRM, and Pipeline Building
- [37:19](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=2239) Managing Broker Relationships and Training
- [40:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=2454) Trade Shows and Seasonal Planning for C&U and QSR
- [51:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-12-28-74-first-hire-series-foodservice-sales-with-jenna-cameron-for-good-granola#t=3063) For Good Granola: Founder Kiley on Ingredients and Mission

## Topics

- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Hiring & workforce](https://hardwarepodcasts.com/topic/hiring-and-workforce)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)

## Most relevant to

early-stage companies, founders before launch

## Mentioned

- Simulate (company)
- Just (company)
- Wild Earth (company)
- Alpha Foods (company)
- Dot Foods (company)
- By-Rid (company)
- UNFI (company)
- For Good Granola (company)
- Elohi Strategic Advisors (company)
- Green Nature Marketing (company)
- Advanced Natural Group (company)
- NACUFS (company)
- Vegan Women's Summit (company)
- Clearbrook (company)

## Related episodes from other shows

- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Advice Line with Ben Goodwin of Olipop](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-09-03-advice-line-with-ben-goodwin-of-olipop) (How I Built This)
- [Advice Line with Gary Hirshberg of Stonyfield](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-11-14-advice-line-with-gary-hirshberg-of-stonyfield) (How I Built This)
- [Simple Mills: Katlin Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith) (How I Built This)

## Citing this page

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