Vision, Strategy & Implementation
Rachael was hired at Maple Hill to build out a foodservice division for $40M grass-fed dairy company. She crafted the vision, built a solid strategy around that vision and executed the plan to deliver bottom line results. She identified key market segments necessary for success including QSR, college & university, and distributor buying groups such as Golbon and Frosty Acres. Securing DOT Foods as their distribution partner allowed for national access to their products, and Rachael grew sales from $50k to $1.1MM in less than 9 months. Additionally, she built out the e-commerce strategy for the company and increased Amazon monthly revenue from $30k to $420k in 6 months.
At Amplify Snacks, maker of SkinnyPop Popcorn, Rachael and a coworker developed the foodservice strategy that ultimately drove sales from $400K to over $6M in two years and helped facilitate the sale of the company to The Hershey Company in December 2017. Together they designed and implemented the sales strategy focused on GPOs and distribution. Additionally, Rachael secured multi-year contracts with several food management companies including a 3-year partnership with Sodexo worth over $480M in net revenue and Guest Services worth $2M in net revenue. She also generated in excess of $5MM in contracted 5-year deals with Avendra, Hyatt Hotels, and Marriott Vacation Clubs. Working together, they developed open-coded distribution into all major foodservice broadliners including Sysco, US Foods, PFG, Vistar, and Reinhart.
Scale Nationally in Less than a Year
At Wandering Bear Coffee, Rachael was responsible for crafting and executing the foodservice business strategy and P&L of a high growth cold brew coffee start-up company based in NYC. Together with the co-founders, she created the brand strategy, foodservice priorities, and annual operating plan that grew sales from $500M to $1.5MM while maintaining a 5% trade budget. Rachael secured national distribution through the successful negotiation of a distribution capabilities program with DOT Foods, gained distribution and open-coded status in over 30% of Vistar op-cos in first 6 months, built relationships with key national customers including Compass, Sodexo, Aramark, and Google, and managed corporate HQs for broadline distributors including Sysco, PFG/Vistar, US Foods, Reinhart.
Committed to development, diversity and inclusion
While at PepsiCo, Rachael was a National PepsiCo Women’s Foodservice Forum Ambassador from 2013-2015 responsible for advancing PepsiCo Foodservice associates through targeted development, networking, and career guidance on a national level. Rachael founded the Women of PepsiCo Foodservice group designed to mentor new female employees within the organization. When Rachael left PepsiCo in 2016 this employee group consisted of over 1,000 women across numerous functions. Still a member of WFF today, Rachael is fiercely dedicated to advancing women leaders.
Lifelong Learning & Local Connections
Created in December 2020, the Richmond Food & Beverage Consortium has the mission of accelerating the advancement of food and beverage leaders in the greater Richmond area through shared experiences, local connections, and programming designed to accelerate professional development and learning. The group aims to elevate Richmond as a foodie scene through friendships and business connections at all points along the supply chain. Check us out on LinkedIn!