# #121 How to Launch in Foodservice with Sales Pro Jenna Cameron Part 1

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-01-02
- Length: 39m
- Episode: 6
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-01-02-121-how-to-launch-in-foodservice-with-sales-pro-jenna-cameron-part-1
- Listen: https://share.transistor.fm/s/8a6b24ad

## Summary

Jenna Cameron, Sales Lead at Simulate and former sales pro at JUST Egg and Alpha Foods, details the complexities of launching plant-based products in the foodservice channel. She explains how to navigate pricing structures with major distributors like Sysco and US Foods, emphasizing the importance of open-coding and regional OPCO strategies. Cameron also outlines how to create effective price sheets, determine appropriate pack sizes for operators, and leverage direct feedback from chefs to refine product-market fit.

## Outline

1. Introduction: Jenna Cameron's Career at JUST, Wild Earth, Alpha Foods, and Simulate
2. Simulate's Strategy: Gen Z Branding and Overcoming Chicken Saturation
3. Alpha Foods and JUST: Grab-and-Go vs. Bulk Institutional Sales
4. Product-Market Fit: Researching Competitors and Pack Sizes on FoodServiceDirect
5. Operator Feedback: Learning Pack Preferences and Cooking Applications from Chefs
6. Foodservice Pricing: Margins, Distributor Fees, and Open-Coding Programs
7. Building National Programs: Navigating Sysco OPCOs and Redistributors like Dot
8. Creating Effective Price Sheets: FOB, Delivered, and Tiered Pricing Structures

## Topics

- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- JUST Egg (product)
- Simulate (company)
- Alpha Foods (company)
- Wild Earth (company)
- Sysco (company)
- US Foods (company)
- Dot Foods (company)
- Compass Group (company)
- FoodServiceDirect (other)
- TurboChef (product)

## Related episodes from other shows

- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [What It Really Takes To Build a Food Business: Part 2](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-25-what-it-really-takes-to-build-a-food-business-part-2) (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 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)

## Citing this page

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