Congratulations to Tim Storcz of Sysco Arizona, based in Tolleson, Arizona, who has been awarded the highly acclaimed National AFDR DSR of the Month for May 2026, earning him a permanent place in the AFDR DSR Hall of Fame.
Tim Storcz sells in the North Scottsdale, Arizona market (approximately 30 miles from the warehouse) is—a high-end, fast-growing area known for its private golf clubs, country clubs, and upscale restaurant concepts.
His territory is filled with demanding operators who expect consistency, product knowledge, and results, making it a true proving ground for top-level DSR performance.
HOW HE GOT HERE
Tim didn’t start in foodservice sales. He started stocking shelves at Bashas, an Arizona grocery chain, in high school — and worked his way up to assistant manager. Tim ran their busiest Scottsdale location as grocery manager for 15 years. That job built his foundation: specialty imports, European products, seasonal availability, and buying at fancy food shows. He graduated from ASU with a fine arts and graphic design degree along the way.
His brother eventually nudged him toward food sales. He applied to Sysco, got the interview, got hired — and never looked back. Thirty years later he’s still in the same business and couldn’t be happier about it.
THE CORE TOPIC: IF PRICE IS A PROBLEM, YOU DON’T KNOW ENOUGH ABOUT THE PRODUCT
This is the heart of the episode. Tim and DSR Dave land on what Tim believes is the most important — and most underdeveloped — skill in the business today: product knowledge. His view is direct. Newer reps rely too heavily on technology and phones and not enough on actually knowing what they’re selling. Ask them about ribeye cuts, how much pump solution has been added to the chicken breast they’re selling, or the difference between a premium and a budget french fry — and they go blank.
If you know the story behind a product, the customer won’t even remember they asked about the price.
Dave frames it this way and Tim immediately agrees: if you know that a product is made by a fourth-generation family company out of Nogales, Arizona, that the same truck driver has been delivering it every Tuesday for ten years, and why that consistency matters to quality — the customer who questioned the price won’t even remember they asked. Deep product knowledge changes the conversation before price ever becomes the issue.
HOW TIM STAYS SHARP AFTER 30 YEARS
Tim is still actively learning — and he’s deliberate about it. His methods:
- Broker ride-alongs: He tells brokers to bring anything — not just stocked items. One new thing learned from any meeting makes it worth his time.
- Vendor showcases & sales meetings: Even when content repeats, he picks up at least one thing. Repetition reinforces, and something new always surfaces.
- Social media, TV & the internet: He watches market trends, spots what’s hot in other cities, researches ingredients, and checks kosher certifications for a kosher kitchen he services.
- Sysco’s internal training platform: Videos, modules, and product specs he actively uses — not just skims.
- The restaurant level itself: He pays attention to what’s moving, what chefs are asking for, and what competitors are selling into his accounts.
If you wait for knowledge to come to you, you’ll be left behind.
THE SPECIAL-ORDER CONVERSATION
One of the most energetic exchanges in the episode. Tim embraces special orders — something many reps avoid because of the friction involved. His take is simple: if you find something unique for a customer, you don’t lose that line. Ever. They know you’re the go-to, and that relationship compounds over time.
This leads into a broader discussion about the Amazon effect. Customers today can find anything, anywhere, at any time. DSR Dave makes the case that Sysco — with its combined warehouse network across the country — could essentially operate like an Amazon for foodservice if reps had seamless access to source across all locations without internal hurdles. Tim confirms he already does a version of this. He once tracked down lobster roll buns only available on the East Coast and arranged a transfer from another Sysco house to fill a customer need in Arizona.
The vision they float: every SKU in every Sysco warehouse, accessible to every rep in seconds, with UPS or FedEx drop-shipping direct to the customer. No red tape — just find it and ship it. As Dave puts it, if the industry doesn’t build that capability, someone else will.
WHAT GREENHORNS SHOULD TAKE FROM THIS EPISODE
Tim’s message to greenhorns is delivered without sugarcoating. The product knowledge gap in newer reps genuinely concerns him, and he’s seen it up close training reps in his district. His advice:
- Get in the car with brokers — and tell them to bring everything, not just what’s stocked.
- Go to every food show and vendor showcase. Taste, touch, and read the packaging.
- Learn seasonality. Understand why tomatoes are expensive right now and why brisket prices move when they do.
- Be your customer’s consultant — share market intelligence, flag what’s coming, explain the why behind price swings.
- Stay at the cutting edge of new products. If you don’t, you’ll find out your competitor already is.
That’s what builds 30-year relationships where price barely comes up.
DSR Dave Takeaway | Know your product better than your price sheet.
Be a Resource and SELL SOMETHING!!