Project Description

Food Services of America had falling sales on their high price point canned crab and they needed a turn around. Product, price and vendor were difficult to change so a brand reposition was adopted along with adding a premium tier. After the release of the new brand and package a typical three year product inventory was sold in a little over a year – an almost 300% increase in sales. We had to ask WHY as it was sold in a wholesale environment, often sight unseen. Certainly reorders accounted for some increase, but we discovered the sales teams were immediately energized by the new brand position and look. Their excitement resulted in the incredible sales lift, an interesting discovery for a wholesale distributor!