About Us
Experience You Can Count On
About National Foodservice Sales
National Foodservice Sales helps manufacturers and emerging brands evaluate, enter, and grow within the foodservice marketplace.
Foodservice is not retail with larger packages. Pricing, margins, distribution, broker management, operator demand, GPOs, sampling, and market execution all work differently. NFS helps companies understand those differences before they commit time and capital to the wrong strategy.
Led by Herb Miller
Herb Miller brings more than 30 years of foodservice sales, market development, distribution, and new-product experience.
His background includes building sales through national and regional distributors, developing broker networks, supporting operator launches, navigating GPO and contract channels, and helping manufacturers position products for K–12—including USDA CN label requirements—as well as colleges and universities, healthcare, restaurants, entertainment, convenience, and other food-away-from-home segments.
Before founding National Foodservice Sales, Herb held senior leadership roles in foodservice sales and manufacturing. His experience includes responsibility for significant national foodservice revenue and the launch of new products across multiple channels and markets.
His experience also includes working with USDA Child Nutrition labeling requirements and helping manufacturers develop products and documentation for the K–12 marketplace, including CN label strategy, product formulation coordination, and school-foodservice compliance considerations.
What We Help Companies Do
National Foodservice Sales works with companies that need practical answers and commercially realistic execution.
Services may include:
- Foodservice readiness assessment
- Pricing and margin-stack analysis
- Product and pack-size evaluation
- Segment and geographic prioritization
- Distributor and broker strategy
- Broker identification and recruitment
- GPO and contract-channel guidance
- Market-entry planning
- In-market sales development
- Fractional foodservice sales leadership
- Commission-based representation for selected products and opportunities
- K–12 market strategy, including USDA CN label planning and related product-readiness requirements
Our Approach
NFS does not begin by promising national distribution or immediate sales.
We begin by determining:
- Whether the product is suited for foodservice
- Which item and segment offer the strongest opportunity
- Whether the economics can support the channel
- What must be proven before expansion
- Who will create operator demand
- How distribution, brokers, and direct selling should work together
The objective is not activity for the sake of activity. The objective is a focused plan that gives the product a realistic opportunity to generate repeatable, profitable demand.
Experience Over Theory
The recommendations provided by NFS are built from direct foodservice experience, including product launches, broker management, distributor activation, operator selling, trade shows, sampling programs, pricing decisions, and market-development work.
Some products are ready to move forward. Others need changes in pricing, packaging, manufacturing, positioning, or sales support before entering the channel. NFS will tell you the difference.
Start With the Right Question
Before hiring brokers, approaching distributors, or investing in trade shows, determine whether your product and company are prepared for foodservice.
Complete the free Foodservice Readiness Evaluation or schedule a Foodservice Strategy Call to identify the most practical next step.
Learn More
Our ramp up process is designed to empower your team and outfit them with the tools they need to succeed. Talk to us today about how we can support your growth, and put you on a solid track to success and profit.