A dynamic motivator, results-driven brand management executive/entrepreneur who excels at launching/expanding product lines in the Natural, Specialty and Mass Market classes of trade. With over 14 years of experience as a CPG Food Business Owner and Sales/Marketing Corporate Executive, Randall Weiss is a proven veteran in the industry. Created and built two multi-million dollar enterprises.

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RANDALL S. WEISS
26 Fennbrook Road, West Hartford, CT 06119
(860) 930-1549 • rsweiss1@att.net • rsweiss11 (Skype)
www.linkedin.com/in/randallspencerweiss • @RandallSpencerWeiss (Twitter)
Senior Level Sales Manager
Natural, Specialty and Mass Market Food Channels
Career Overview
Dynamic, results-driven natural/specialty and mass market brand management executive who excels at launching new
product lines and expanding existing lines at the regional and national level. Created and built two multi-million dollar
enterprises. Secured national distribution though United Natural Foods and with other large regional distributors. Gained
entry into national food chains (Whole Foods Market, Trader Joe’s & Target) and large regional chains. Grew a product line
from inception to $2.4 million in annual sales by the third year. Developed highly successful packaging for new product
launches. Expertise at penetrating traditional and non-traditional distribution channels for natural/specialty foods.
Core Competencies
 Strategic & Tactical Planning
 Broker/Distributor Relations
 Trade Show Booth Development
 Business Plan Development
 Brand Management
 Budget Planning & Implementation
 Project Planning/Management
 Monitor Distributor & Retail Pricing
 Identify Industry Trends
 Key Account Development
 Contract Negotiations
 Sales Forecasting
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EXPERIENCE
EDEN FOODS, INC. (www.edenfoods.com) - Clinton, MI 06/14-05/15
A 45-year independent manufacturer of organic, non-GMO, gluten-free, non-irradiated & pure foods.
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:
1) Problem- Company catalog contained over 350 SKU’s, most of which were unsuitable for conventional channels.
Conventional grocery buyers were overwhelmed by the vast array of products. Solution- Used key company “Sell
Sheets” to devise an easy-to-follow catalog, designed specifically for “Conventional Grocery Channels” combined
with a “Recommended Selection” list. The CEO saw my ‘ad hock’ catalog at a trade show and was impressed – he
requested I send it to him, after which he turned it over to the Marketing Department to make improvements under
my supervision. Result- Universal appeal for Eden’s Foods brokers and for conventional grocery buyers, which
translated into significantly improved presentations and much higher conversion rates from sales presentations.
2) Problem- The broker reps that handled conventional grocers were not motivated to push Eden Foods products into
their 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 meeting- motivated sales staff. Since November 2014 meeting, Alliance broker reps
invited me to present Eden Foods’ products targeted for conventional grocers to buyers resulting in a >350%
increase in new item placements verses previous 12 months.
RSW BRAND MANAGEMENT, LLC – West Hartford, Connecticut 2014-05/14
Consulting Firm – Assisting Small to Medium Sized Food Manufacturers
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.
CARLA’S PASTA INC. (www.carlaspasta.com) – South Windsor, Connecticut 2010-2013
“A” Rated, Family Run, Entrepreneurially Driven, Nationally Distributed High-end Filled Pastas
Vice President, Sales & Marketing - Consumer Packaged Goods Division (2011-2013)
Consultant - Consumer Packaged Goods Division (2010-2011)

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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 – Carla’s Pasta, Inc., a 32 year-old food service company, in 2008 introduced a
line of high-end I.Q.F. cheese-filled pastas, sold in microwaveable steam bags, to supermarkets in the northeastern
U.S. 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.
 Strengthened Distribution – Secured agreements to significantly improve distribution including with C&S Wholesale
Grocers and Market Basket, which included reducing slotting fees by 60%+ (from 8% to 3%). Managed major
supermarket chains. Won First Place as Best Booth at Bozzuto’s Trade Show. Carla’s at the time was experiencing a
considerable challenge caused by bringing on a major national client into their core business, food service. They
received a $4 million forgivable loan from the State of Connecticut, resulting in significant statewide publicity. Due to
serious difficulties satisfying demand on the Food Service side, Carla’s owners decided to close the Retail Division
and direct all their resources into their core business, which was “bursting at the seams”. They 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.
 Creating a 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 – Glastonbury, Connecticut 2003-2008
High-end Line of Baked Goods for the Natural and Specialty Food Markets: (2003-2006)
President – Created a joint venture between my company, Gourmet & Specialty Food Works, LLC dba Bakery on Main™
(Brand Manager & Master Distributor) and Garden of Light, Inc., also dba Bakery on Main™ (Commercial Bakery) to
launch high-end line of granolas for the natural and specialty food channels. Developed and supervised all press releases,
company/product literature, merchandising devices including signage for display racks and point-of sale devises. Organized
participation in all trade shows and promotional programs. Negotiated arrangements with major distributors and brokers and
trained their sales reps on how to best present Bakery on Main™ product lines.
 Business Metrics – Launched and directed all sales, marketing, merchandising and distribution activities for new
premium line of gluten-free and traditional granolas. In first year of operation produced over $148,000 in sales.
Increased annual sales by 457% in 2005 ($677,000) and by an additional 354% in 2006 ($2.4 million+). Success with
major distributors and chain stores resulted in significant continued growth.
 National Distribution – Gained national distribution through United Natural Foods, Tree of Life (Kehe), Nature’s Best
and numerous regional specialty food distributors. Penetrated major retail channels such as Whole Foods Markets,
Trader Joe’s, most U.S. natural food stores and the natural food sections of many 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 products, which resulted in significant company savings. This program
also enabled Bakery on Main™ to successfully gain access to numerous specialty food channels such as farm stands,
coffee cafés, Italian markets, independent natural food stores, and many other niche markets.
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 viable pricing for adequate margins, sales forecasts, etc.
AEGEAN INTERNATIONAL, LLC. – Glastonbury, Connecticut 1998-2003
Specialty Food Lines Sold to Supermarkets, IGAs, and Italian Markets
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, designed and launched a program he coined “Refill-to-Save”, which offered
consumers an opportunity to make an initial purchase for one price, and then save three dollars each time they
returned for refills—a cost savings program with a “Green” branding boost. This was popular with both consumers
and store owners loved the fact that it brought customers back to store.

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 Results – Gained market penetration into over 60% of all independent grocers and natural food stores in Connecticut,
Massachusetts and Rhode Island.
GREAT POND PUBLISHING, LTD / NMD PUBLICATIONS, LLC – Glastonbury, Connecticut 1988-1997
Publisher and Marketer of Cookbooks and Children’s Books
President – Pioneered a method for marketing cookbooks and children’s books called Display Marketing, direct to the
public through their place of employment. Drove an aggressive effective business development and management effort,
including hiring, training, negotiating book deals with book packagers and publishers and test marketing hundreds of titles.
 Concept/Research/Rapid Prototype Development – Intrigued by the potential of the “display marketing” concept and
available inventory, conducted market research by testing it in a live setting. Opened the business by making an initial
$3000 investment. Within two months sales were over $12,000 per week.
 Built a $8 Million/Year Business – By 1996, had expanded the company to include published books (18 cookbooks,
children’s books and other specialty books). Built and directed national network of over 140 reps and 11 independent
dealers. Sales reached $6.4 million in 1996.
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EDUCATION
CENTRAL CT STATE UNIVERSITY (www.ccsu.edu) – Storrs, CT. Bachelor of Arts, Psychology
Achievements: Assistant Editor of the student newspaper (The Recorder); Co-captain and #1 on Team Tennis; Chess Club.
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AFFILIATIONS/ACTIVITIES
Internationally recognized rare Antique Tennis Racket Collector / Dealer (www.antiquetennisrackets.com)
Adult Athlete – Excellent Physical Condition. Competitive Tennis Player
Private Pilot – Certified for Single Engine Land
Former Member – Glastonbury Chamber of Commerce & Business Network Int’l (www.bni.com)