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A Thank you to our Distributors

Lizzie King, Director of Channel Sales

Without our foodservice distributors, Impossible Foods would not be where we are today.

That is a strong statement, but one we feel confident making because we know how hard our distributors work for us. From spending time and energy learning about our products to building relationships with our team to talking to foodservice operators on our behalf, they go above and beyond in the battle to transform the global food system.

We see your hard work and value your relationship with our company immensely. So much so, that we wanted to publicly express our gratitude for all of your efforts. Here are a few of the many ways you bring value to the field:

Distributors Impact & Influence Foodservice Operators 

According to IFMA’s Modern Operator Report(opens in a new tab), distributors, and specifically their sales reps, generate massive impact with restaurants and foodservice operators:

  • 76% of operators say that distributor reps have the biggest impact on their product purchase out of the sales reps they work with 

  • 43% of operators state that their distributor is the primary method for learning about new products - more than any other source 

  • 21% of operators cite that seeing sales reps regularly drives purchase 

IFMA found that distributor reps tend to be the most influential sales reps throughout the operator journey from product discovery to purchase

In our own research, we’ve also discovered that 24% of foodservice operators who serve Impossible™ products discovered our brand through a distributor sales rep or trade show.*

Distributors drive strong business results

While we love data, we don’t need it to convince us that our distributors are influential -- we see it on a daily basis! DSRs are constantly pushing forward our business in the following ways:

Relationship builders - you are business partners and advisers to your customers -- you’re not just taking orders. Whether you are providing specialized support for your customers, quickly resolving problems or engineering solutions that help us all achieve our goals, you are an essential asset that makes our ecosystem run smoothly. This expertise builds a lot of trust over the long term and has been instrumental in getting our products in new markets and channels.

In depth market knowledge - you spend most of your time out in the marketplace talking to foodservice operators, so you know the industry and landscape really well. This knowledge is crucial for our business growth, and something we could not achieve without you.

Sales Expertise - you sell hundreds (and sometimes thousands!) of products, and are well positioned to offer a variety of turnkey solutions to your customers. We are constantly impressed by the skill and in-depth knowledge you possess and it shows in how passionate our customers are about adding Impossible™ products to their menus. 

Growth and Expansion - you help us reach new customers so we can get closer to achieving our mission of providing delicious, sustainable meat made from plants to consumers of all ages, income levels and regions.

How Impossible Foods is investing in our distributors

Impossible Foods knows how much value distributors bring to our company. We see you as an integral part of our team and a critical business partner. That’s why we’ve been working hard to give you the support and resources you need to be successful.

Here are a few of the ways we’re doing that:

  • We created a Distributor Hub(opens in a new tab) with Impossible™ selling resources. From sell sheets to training materials, operator assets and free marketing materials, we have you covered.

  • We launched a DSR Referral Program that gives distributor reps incentives for bringing in new customers and selling new Impossible™ products.

  • We’re investing in targeted outreach to ensure we get your feedback about our programming and how we can improve to best suit your needs.

For more information on any of these programs, reach out to your Impossible™ rep or email [email protected].

Thank you again for all the work you do, we look forward to working together more closely in the future as we launch new products, scale to new regions and revolutionize the global food system.

Let’s blast ahead!


*Impossible Foods data collected from 102 operators in 2021

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