How to Present a Product to Your Buying Team

February 26, 2020
Retail Industry Insights

By Jenna Gorham, RD, LN, Consulting Dietitian for Manitoba Milling Co.

Have you ever come across a product that you love but your store doesn’t carry? As a retail dietitian, you can help to improve the selection of healthy options for your customers. Use the tips below to prepare to present a new item to your buying team. Use Manitoba Milling’s New Flax Milk as an example.

Product Information

Come prepared with basic product information. Do some research to learn more about the company, their mission, the health benefits, product ingredients, etc. Consider what makes the product and brand stand out and where this product would be located in your store.

Example:

Manitoba Milling is a family run company that has been growing and harvesting flaxseed on their family farm in Canada since 1990. The founders are even known as The Flax Pioneers for their innovations in the flax industry! Manitoba Milling products always use the whole flax seed, rather than byproducts of the crushing process like oil or meal. This offers both better quality and better nutrition. Manitoba Milling Flax Milk comes in half gallon refrigerated cartons and would need to be placed in the refrigerated dairy section.

Positioning within the Category

Consider: 

• What products would need to come off the shelf in order to add this new product?
• What makes this product different than other similar products currently on the shelf?
• Is there a low performing brand that should be removed? 
• Is there a product that doesn’t stack up nutritionally that you aren’t as interested in promoting? 
• What makes your product not just another … milk, flaxseed, or other product?

Example:

Unlike other flax milks, Manitoba Milling Flax Milk uses the whole flaxseed, rather than just the flaxseed oil. Therefore, it retains the same nutritional value as the whole-milled flaxseed - including 3 times more ALA Omega-3s as well as plant-based protein and fiber. Manitoba Milling Flax Milk is the only milk that contains dietary fiber! Compared to other plant milks, flax milk is appropriate for those with food allergies (unlike soy or nut milks) and fits into a variety of eating styles. Manitoba Milling Flax Milk offers both better quality and nutrition. Manitoba Milling Flax Milk is a premium product in terms of nutritional and overall value, which means that it can also sell at a premium price point.

How Will You Promote the Product?

The buyer wants to make sure the product will sell! How will you promote the product to customers? Consider, who will this product appeal to? What types of events, activities, or awareness campaigns will appeal most to this audience or fit best with the brand?

Example:

Manitoba Milling Flax Milk appeals to a wide range of customers:

• Anyone concerned about fiber or Omega-3 intake
• Vegans, vegetarians, and plant-based eaters
• Those with nut or soy allergies or lactose intolerance

Suggest hosting a cooking demo or grocery store tour covering plant-based nutrition tips or shopping for those with food allergies.

Have you successfully pitched a product to your sales team? Share your experience here. If you’d like more information on pitching Manitoba Milling Flax Milk to your buyer, contact us at info@manitobaflax.com.