“You don’t build trust with time — you build it with consistency.”
The Association for Foodservice Distributor Representatives (AFDR) is proud to recognize Matt Mosebar of Harbor Foodservice as AFDR’s DSR of the Month for July 2025.
Matt’s journey is a powerful example of how a background in operations—combined with a service-first mindset—can shape a top-tier sales rep. From managing catering for Microsoft with the Compass Group to overseeing purchasing at a resort in his hometown, Matt brought his customer-side experience to the distribution world in 2015. When he shifted careers, he had written goals of 1) make more money and 2) work fewer hours. Today, he serves a wide 150-mile territory in Central Washington which is 180 miles, almost three hours, from the Kent warehouse, yet remains a consistent and trusted presence for his customers.
Matt’s ability to speak the operator’s language, anticipate their needs, and provide real solutions has not only earned their trust—but now, the foodservice industry’s highest peer recognition.
For his outstanding contributions and commitment to the craft, Matt Mosebar has been inducted into the AFDR DSR Hall of Fame—a place reserved for those who embody what it truly means to serve with excellence.
Congratulations, Matt, and welcome to the Hall of Fame.
The episode dives into Matt’s early hurdles, the importance of understanding why operators order what they do, and how building trust one win at a time is key to sales success. Packed with honest talk, real-world examples, and practical strategies, this episode is a must-listen for DSRs at any stage of their career.
Key Takeaways
- Becoming a DSR
- Hired at Food Services of America in 2015.
- Gained valuable experience from prior jobs, including laundry service.
- Early challenges included not being busy and needing to prove his value.
- Real Consultant Selling
- It’s not just about selling; it’s about understanding why they order.
- The most important item in the kitchen? Whatever they’re out of.
- Importance of good communication and solutions.
- Building Customer Trust
- Trust builds over time through consistent wins.
- You need emotional and rational trust.
- Fundamentals: be available, communicate, follow through!!
- First Few Years
- Covered vacation routes—a real-world crash course.
- Gained knowledge by listening to veterans in his regional office.
- The hardest part: learning where to get the right answers.
- Prospecting for New Accounts
- Mix of research and walking in with confidence.
- Back door, front door—it depends on the vibe.
- Relationships often lead to future business.
- Post-COVID Landscape
- Easier to prospect: more owner-operators working shifts.
- Labor shortages make prefab products more appealing.
- Operators are more receptive to solutions.
- Advice to New & Veteran DSRs
- Train others to reinforce your own learning.
- Build a “go-to” list of names and contacts.
- Always remember: to have fun. It’s supposed to be fun.
Be a Resource and SELL SOMETHING!!
