Business Development Representative - Food Service/Horeca

SUMMARY:
The purpose of the role is to drive pull-through sales from distributors to end-users in the Food Service and HORECA segments (restaurants, QSRs, caterers, hotels). The role focuses on creating demand, building relationships, and executing activation strategies to grow market share and revenue.

POSITION INFO:
Qualifications & Experience

• 3–5 years’ experience in Food Service / HORECA / QSR sales (essential).
• Diploma in Sales/Marketing or equivalent qualification (advantageous).
• Proven experience engaging chefs, procurement managers, and distributor teams.
• Valid driver’s license.
• Strong computer literacy (MS Office suite; CRM tools).

• Excellent communication skills (written and verbal).
• Strong negotiation ability and commercial acumen.
• Customer‑service orientation with relationship‑building capability.
• Self‑starter, able to work independently and manage time effectively.
• Professional, presentable, and confident in kitchen environments.
• Highly persuasive sales ability.
• Strong awareness of market environment and competitor activity.

• Grow business in the Food Service / HORECA market by identifying and onboarding new end‑user accounts.
• Service existing end‑users and distributors to ensure retention and growth.
• Arrange meetings, menu presentations, and product trials to drive product adoption.
• Negotiate within authorized parameters and close sales opportunities.
• Achieve monthly, quarterly, and annual revenue targets as set by the manager

• Maintain and develop relationships with existing customers via in‑person visits, calls, and email.
• Conduct structured call cycles (daily/weekly/monthly) across allocated areas.
• Serve as key point of contact for distributors, chefs, outlet managers, and purchasing teams.
• Resolve customer concerns and escalate quality‑related issues when required.

• Collaborate closely with distributors to ensure stock availability, correct pricing, and promotional execution.
• Align on joint business plans, activation calendars, and target accounts.
• Support distributor sales teams with product training, menu applications, and selling tools.
• Track and report on distributor performance and compliance.

• Execute in‑store / in‑kitchen activations, cooking demos, and wet demonstrations (weekdays & weekends as required).
• Ensure all activation stock is planned, booked, and available.
• Conduct staff training sessions to increase menu penetration and product adoption.
• Track ROI and feedback from activation activities.

• Ensure correct product usage is demonstrated during trials and menu presentations.
• Install and maintain branded point‑of‑sale (POS) material where relevant (e.g., back‑of‑house collateral, oil management posters).
• Verify that distributors and key accounts adhere to agreed pricing and menu listing commitments.

• Gather competitor intelligence: pricing, promotions, product performance, and industry trends.
• Capture end‑user and distributor opportunities, risks, and feedback.
• Track SKU penetration, menu listings, and regional sales patterns.

• Maintain accurate CRM entries for all activities, visits, pipelines, and opportunities.
• Weekly and monthly reporting on activities, achievements, and market insights.
• Submit activation summaries, training logs, and product trial results.
• Follow daily planning procedures and manage draft sales orders with the sales administrator.

• Participate in safety forums and attend relevant training/programmes
• Report all safety incidents to the relevant people
• Comply with safety policies and procedures
• Always wear protective clothing (where applicable)