RANDALL S.

WEISS
26 Fennbrook Road | West Hartford, CT 06119
(Ph) 860.930.1549 | (Email) rsweiss1@att.net | rsweiss11 (Skype)
www.linkedin.com/in/randallspencerweiss | @RandallSpencerWeiss (Twitter)

SENIOR LEVEL SALES / BRAND MANAGER

Natural, Specialty & Mass Market Food Channels
Natural, specialty and mass market sales/brand management executive who excels at launching new product lines and
expanding existing lines at regional and national levels.
Created and built two multi-million dollar enterprises. Launched new food line reaching $2.4 million by third year.
Secured national distribution though United Natural Foods and large regional distributors. Gained entry into national food
chains (e.g. Whole Foods Market, Trader Joes & Target) & major regional chains (e.g. ShopRite, Wegmans, Ahold).

Core Competencies

Budget Planning & Implementation

Broker/Distributor Relations
Trade Show Booth Development
Business Plan Development
Project Planning/Management

Identify Industry Trends

Key Account Development
Contract Negotiations
Sales Forecasting
Monitor Distributor & Retail Pricing

PROFESSIONAL EXPERIENCE
EDEN FOODS, INC. (www.edenfoods.com) | Clinton, MI
A 45-year independent manufacturer of organic, non-GMO, gluten-free, non-irradiated & pure foods.

06/14 - 05/15

Northeast Regional Sales Manager First sales manager ever hired by Eden Foods to focus solely on penetrating conventional
grocery channels, which were virtually ignored in the past.
Contributions to Growth in Underdeveloped Conventional Grocery Channels After speaking to brokers, customers
and prospective customers, identified several problem areas that needed to be remedied:
o Problem- Company catalog contained over 350 SKUs. Conventional grocery buyers were overwhelmed by the vast
array of products, most of which were unsuitable for conventional channels.
Solution- Cherry-picked well-produced company Sell Sheets to assemble an easy-to-follow catalog, designed for
Conventional Grocery Channels with a Recommended Selection list. CEO saw my ad hock catalog & was
impressed he requested I send it to him - turned it over to the Mktg Dept, for improvements under my supervision.
Result- Universal appeal for Edens Foods brokers and for conventional grocery buyers, which translated into
significantly improved presentations and much higher conversion rates from sales presentations.
o Problem- Broker reps were not motivated to push Eden Foods products into conventional channels.
Solution- Met with co-owner of Alliance Sales & Marketing. Convinced him to call a meeting for all of his sixteen
conventional sales reps to introduce them to new marketing tools largest meeting in recent memory.
Result- Highly successful 11/14 Alliance broker rep sales presentation- motivated sales staff. Reps invited me to
present Eden Foods products corporate buyers resulting in a >350% increase in new item placements YOY.
RSW BRAND MANAGEMENT, LLC | West Hartford, Connecticut
Consulting Firm Assisting Small to Medium Sized Food Manufacturers

01/14 - 05/14

Principal Founded this business to help small to medium size food companies develop a strategic plan to introduce CPG food
product lines into the natural, specialty and mass market classes of trade.
Range of Services Advise and assist companies through all phases of this process, including: strategic and tactical
planning; identification of key target markets; pricing/program development; building brand awareness; developing
distribution; promotional planning and execution of business plan.

Randall S. Weiss

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CARLAS PASTA INC. (www.carlaspasta.com) | South Windsor, Connecticut

A Rated, Family Run, Entrepreneurially Driven, Nationally Distributed High-end Filled Pastas

2010 - 2013

Consultant - CPG Division (2010-2011) - V.P., Sales & Marketing - Consumer Packaged Goods Division (2011-2013)
Recruited to provide focus, leadership and industry expertise to help the company solve major issues relating to the launching
of a newly created retail division.
Consultant to Full-Time Employee 32 year-old food service company. In 2008 introduced a line of I.Q.F. cheesefilled pastas in microwaveable steam bags, to supermarkets chains. The launch was plagued with major issues in
packaging and product positioning. Developed and executed a detailed turnaround plan. After a year as a
consultant, was hired full-time to perform the function of the Vice President, Sales and Marketing, whose employment
had been terminated.
Increased Distribution by over 800% in 2 years Secured agreements with Wakefern, Market Basket and C&S
Wholesale Grocers, - reduced slotting fees by 60%+ (from 8% to 3%). Won first place as Best Booth at Bozzutos
Trade Show. Carlas at the time was experiencing a considerable challenge caused by bringing on a major national
client into their core food service business. Due to serious difficulties satisfying demand on the Food Service side,
Carlas owners decided to close the Retail Division and direct all their resources into their core business, which was
bursting at the seams. Owner wrote a letter indicating how impressed they were with my resourcefulness and
efforts. (http://bit.ly/1h9Li01)
NASSAU CANDY & FINE FOODS (www.nassaucandy.com) | Hicksville, New York
2008 - 2010
Global Manufacturer, Importer & Distributor of Over 10,000 Specialty Confections, CPG Specialty Foods & Perishables
Specialty Food Broker Placed specialty food lines into independent grocers and upscale retail establishments in Connecticut,
Rhode Island and Eastern Massachusetts.
Created a New Territory Footprint Started with no account base in fringe territory. Produced $66,000 in sales during
15th (final) month with company, over 90% of which were new item placements.
GOURMET & SPECIALTY FOOD WORKS, LLC (G&SFW) | Glastonbury, Connecticut
2003 - 2008
(dba Bakery on Main) Line of Gluten-free Granolas for the Natural and Conventional Channels: (2003-2006)
President Formed a joint venture between my company, G&SFW - Brand Manager, Packager and Master Distributor (dba
Bakery on Main) and Garden of Light, Inc. - Bakery, (also dba Bakery on Main) to launch high-end line of granolas.
Wrote all press releases, product literature, merchandising, and point-of sale devises. Organized trade shows and promotional
programs. Negotiated agreements with distributors and brokers. Trained broker reps on how to present Bakery on Main
product lines.
Crafted Executable Business Plan - Created and spearheaded sales & marketing side of business plan for national rollout.
Business Metrics - Launched all sales, marketing, merchandising and distribution activities for new line of gluten free and traditional granolas. First year - zero to $148,000 in sales. Second year - up 457% ($677,000). Third
year - up 354% ($2.4 million).
National Distribution - Gained national distribution through United Natural Foods, Tree of Life (Kehe), Natures
Best and numerous regional specialty food distributors. Penetrated major retail channels such as Whole Foods
Markets, Trader Joes, most U.S. natural food stores and the natural food sections of major supermarket chains
(2006).
Brand Name/Trademarking - Originated and trademarked the brand name Bakery on Main, tag line Gourmet
Naturals and slogan, Good Things Come from Small Batches - now nationally recognized trademarks.
Private Label Program - Created a unique private label program, providing the means for Bakery on Main to
produce inexpensive labels for the test marketing of new product. Resulted in significant company savings. This also
enabled Bakery on Main to gain access to niche food channels such as farm stands, Italian mkt and independent
natural food stores.
Brand Management Consulting for small cap natural/specialty food companies: (2006-2008)
Continued Brand Management Consulting for Small Cap Companies - Formulated distribution plans, determined key
target markets, developed brand awareness strategies, established pricing for adequate margins, sales forecasts, etc.

Randall S. Weiss

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AEGEAN INTERNATIONAL, LLC | Glastonbury, Connecticut

Specialty Food Lines Sold to Supermarkets, IGAs, and Italian Markets

1998 - 2003

President Created an original merchandising program for selling extra virgin olive oils and aged artisan balsamic vinegar.
Also presented specialty food lines to supermarkets, IGAs, Italian markets and other specialty food markets.
Turnaround Opportunity - Approached by an olive oil importer who had failed from four years of effort to introduce his
products into the domestic US retail marketplace. Believed in the product quality.
Innovative Solution - Conceived and launched a program coined Refill-to-Save- gave consumers an opportunity to
make initial purchase for one price, then save three dollars for refillsa cost savings program with a Green branding
boost. Popular with both consumers and store owners loved the fact that it brought customers back to store.
Result - Gained market penetration into over 60% of independent grocers and natural food stores in CT, MA and RI.
GREAT POND PUBLISHING, LTD / NMD PUBLICATIONS, LLC | Glastonbury, Connecticut
Publisher and Marketer of Cookbooks and Childrens Books

1988 - 1997

President Pioneered a method selling books called Display Marketing, direct to the public through workplace.
Concept/Research/Rapid Prototype Development - Opened the business by making an initial $3000 investment (a 300 book
purchase)to test market Display Marketing concept. Within two months sales were over $12,000 per week.
Built a $6.4 Million/Year Business By 1996, had published 18 titles (cookbooks and childrens books). Built and directed
national network of over 140 independent reps and 11 independent dealers.

EDUCATION
CENTRAL CONNECTICUT STATE UNIVERSITY (www.ccsu.edu) New Britain, CT. B.A. Psychology
Achievements: Assistant Editor of the student newspaper, The Recorder. Captain and #1 on Tennis Team. Member Chess Club.

AFFILIATIONS / ACTIVITIES
Internationally recognized Rare Antique Tennis Racket Expert Recently authored: The First American Tennis Racket
Adult Athlete Excellent Physical Condition. Competitive Tennis Player
Private Pilot Certified for Single Engine Land
Former Member Glastonbury Chamber of Commerce & Business Network Intl (www.bni.com)