1626: Selling Frozen Bread versus Fresh – Part 3 – Tony Eichelberger, DSR of the Month

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“When customers need extra bread products, fresh distributors cannot supply that on short notice, so that is how you get your foot in the door with frozen bread.” ~ Tony Eichelberger

DSR of the Month Tony Eichelberger spent the first 13 years of his sales career selling bread with a local bakery distributor.

DSR Dave and Tony discuss how he sells bread now… frozen bread versus fresh bread.

Below is an overview of the discussion:

  • How fresh is fresh bread?
  • Any fresh product versus frozen might not be as fresh as one would think or want.
  • The lead time that fresh bread distributors need for orders has increased.
  • When customers need extra bread products, fresh distributors cannot supply that on short notice, so that is how you get your foot in the door with frozen bread.
  • Then you can sample a variety of your bread with them.
  • Shelf life of fresh bread?
  • Some fresh bread distributors pick up bread that’s been on the shelf 4 days at grocery or convenience stores and take it to restaurant customers trying to decrease their stale.
  • The key is to educate your customers on frozen vs fresh bread.
  • Our bread is Flash Frozen as soon as it is baked and is designed to hold 7 days once they thaw it, saving operators money and guaranteeing freshness.
  • How does the price compare for fresh vs frozen breads?
  • Fresh bread route guys are mostly independent owners and pay their own expenses.
  • Is there a standard in the bread industry for items like hamburger buns, sliced bread, etc.?
  • Broadliners selling frozen bread usually have a much larger selection of types of bread and buns they stock versus fresh bread distributors.
  • Sampling and switching out fresh to frozen…

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