Why it’s not always a good idea to go with the first distributor that comes along.

It's an exciting moment for an F&B exporter when a distributor from a distant shore makes a bid for rights to your brand in their market. It is certainly very flattering, but it’s not always a good idea to go with the first distributor that knocks on the door.

If the distributor doesn’t manage the brand properly, it can be delisted from retailer shelves and then black-listed, making it extremely difficult, if not impossible, to get back in under a different distributor.

In my experience, the very best distributors almost never make cold calls. With dozens of brand owners from all over the world contacting them each week, they have the luxury of cherry picking the best of the bunch at their leisure.

Finding out who these distributors are and then coming up with a sales pitch to wow them takes time and effort but pays off in the long run.