The Association for Foodservice Distributor Representatives (AFDR) today announced that Tony Gonzales, a nearly 12-year veteran DSR with Shamrock Foods, New Mexico, was honored with the prestigious DSR of the Year award by AFDR’s DSR Hall of Fame.

Gonzales was one of 12 candidates selected throughout the year and inducted into the AFDR Hall of Fame.  “All of the 2011 inductees are top-notch professionals worthy of this reward,” said AFDR’s DSR Dave Miesse.  “It was a difficult decision for the review committee, but the committee said Tony’s passion, dedication and professionalism to his company, customers and peers had earned him the honor.”

In Gonzales’ approach to taking care of his customers, he says, .mp3″You pretty much have to be everything but the owner.”  Tony says that you have to learn your customer’s business so you know when a product would be appropriate for their operation.  This means being a part of their business- – their menu, the front of the house and the back.

Gonzales’ focus on being his customer’s advocate has earned him many loyal customers and $5.5 million in annual sales.  With 40 customers, he sells an average of 50 items per stop.

Gonzales will be honored with a $1,000 check and AFDR’s DSR of the Year trophy commemorating the honor, from the generous support of General Mills Foodservice.

If you are a DSR who is trying to sell 100% to your operators, listen to this show as Gonzales gives GREAT advice on an action plan to that success.


February 2021