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Food & Beverage Consulting for Start-Ups

Bag of Organic Fruits and Vegetables

We are a boutique sales strategy + execution consultancy firm designed to support early stage brands and food and beverage start-ups looking to scale into alternative channels, foodservice, and non-traditional spaces. 


It is more important than ever for early-stage food and beverage brands to expertly navigate alternative channels. 

Where do we begin?

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I want to expand into food service, but I don't know where to start. 

Foodservice is a different animal compared to retail. Let us guide your strategy and GTM planning to ensure success outside the retail box.  We provide a comprehensive solution and hands-on execution support to ensure success. 

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I need a strategy to sell my products. 

There are so many segments within alternative channels it is daunting to know where to focus your limited resources. Save time and money by letting our experience guide you.

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I need help negotiating agreements with distributors. 

Navigating a financial strategy to control trade spend costs can be tricky when dealing with national broadliners, redistributors and GPOs.  We can negotiate with DOT Foods, Sysco, US Foods, Performance Food Service, GFS as well as Compass/Food Buy, Sodexo and Aramark, to name a few. 

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I want to gain distribution. 

What comes first, the chicken or the egg? Most brands find a push/pull strategy to be effective in gaining new distribution. Do you need help generating demand while, at the same time, creating pull through the supply chain? We can help.

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I don't know if I have the right packaging, configuration, case count, formulation or flavors. 

It would be nice if all brands could make a square peg fit in a round hole, but often times foodservice and alternative channels operators demand a different package configuration or a modified taste or flavor profile to fit their needs.  

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I need help differentiating between front-of-house and back-of-houes sales. 

Is your product a branded, grab & go item designed for front-of-the-house or are you planning to sell to chefs for back-of-house? How about private labeling opportunities? We can help strategize around that too. 

Salad in a Jar
Rachael Goodrich | The Alternative Foodi


Hi, I'm Rachael.

I have a deep love for foodservice, specifically with growing emerging brands. With over 20 years' experience, I have worked on some of the world’s leading brands as well as start-up food & beverage companies. I love crafting the sales strategy and executing against the priorities to bring a brand to life!


"Alternative" is an industry buzz word, a spin on the channel classification for everything outside of the box ... the box being grocery stores. I started The Alternative Foodie in 2020 during the midst of the COVID-19 pandemic. Crazy, right!? 


Everything I do is approached as a “project,” slicing & dicing the work into manageable bits and this has served me well both professionally and personally.

(I have completed my MBA, ran 2 marathons, and navigated life with two kids!)

Contact Me

Brands We've Worked With

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