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Food Gifts-More Than Holiday Gifts
By: Lauren Fox
Issue: 2008may

Food gifts are commonly associated with the holiday season, beginning around Thanksgiving when we gather together to enjoy wonderful feasts and continuing through the New Year when we make the annual resolution not to spoil ourselves any longer.

Why are food gifts natural choices during this season? First, we allow ourselves to enjoy special treats we normally do not receive any other time of year. It is almost as if we have permission to indulge ourselves because it is a gift. Second, food is fun. In the spirit of spreading good cheer to others, a tower of treats or a canister of goodies can be shared with others in an office or at home. This allows recipients to not only feel great about receiving the gift but equally as good about sharing and giving.

If we feel so good about receiving, eating and sharing food during this traditionally short period of time, why isn’t it thought of all year-round? Why do we only think of sending food during this “grace period” when it is okay to eat something out of the ordinary because it is a gift? Is it the out-of-sight, out-of-mind theory?

Food gifts are a delight—no matter when they are received. They are special treats and can be shared with others, making the gifts become experiences rather than just products. For instance, sending a tin of cookies or a box of chocolates at a time other than the holiday season makes your thoughtfulness and appreciation stand out even more. Everyone loves to receive unexpected gifts. And, just like at holiday time, a food gift gives us permission to enjoy without guilt.

Birthday Programs
Birthdays are terrific reasons to acknowledge important customers with food gifts. To initiate a birthday program, gather the names and birthdates of your customer’s client list and establish a simple program for sending out gifts. What a nice birthday surprise when clients receive an unexpected can of cookies, nuts or popcorn.

Birthday programs for company employees can also be developed to enhance the celebration. A surprise food gift on a birthday helps lift company morale and demonstrates appreciation for employees’ hard work at a time other than the holidays.

Fulfillment Programs
In a fulfillment program, a company commits to sending a certain number of gifts as needed during a 12-month period, guaranteeing recipients always receive the freshest quality product. Year-round food gift-giving could include some of the following reasons:
  • Thank-you follow-ups after sales calls
  • Welcoming new customers to a business family or thanking existing customers for continued business/renewals
  • Visiting or purchasing from company store websites
  • Referral programs for existing customers
  • Promotion gifts after customers spend a certain dollar amount
  • Employee recognition/safety programs

    For fulfillment programs to be successful, it is important to choose products, such as cookies or nuts, that can ship well year-round. Keep in mind that chocolate requires cold packing for a good portion of the year in many areas of the country.

    Sales Meetings And Conventions
    Convention participants always appreciate something to snack on while away from home. Receiving unexpected goodies in their hotel rooms or during meetings always proves a late-night hit. In many cases, canister imprinting can include the date of the event. Not only do these food gifts supply yummy snacks, but they also provide a keepsake item once the food disappears.

    Because food is not like pens or notebooks, you cannot arrange for food products to arrive days before your true in-hands date to be sure they will make it for the event. You only want to distribute the freshest products, so you must be sensitive to such factors as shelf life of the product. Working with a supplier experienced in producing and shipping food products will enable you to meet your requirements.

    Special Occasions
    Weddings, anniversaries, milestone events, birthdays, and bar and bat mitzvahs are perfect occasions for food gifts. Small food items are used as table gifts and usually have the commemoration date imprinted on the box or canister. For out-of-town guests, larger food gifts add a wonderful touch in their hotel rooms and provide a nice thank you for traveling the distance and sharing the day.

    Gift-Of-The-Month Programs
    Gift-of-the-month programs provide the gift that keeps on giving as long as you would like (three months, six months, all 12 months) and offer an effortless way to continually thank someone for months after the holidays. Clients can give you their top customers list, which you forward to your food supplier who does the rest. Best of all, gifts make recipients feel special several times a year, not just at holiday time, and serve as a constant reminder of gift givers’ thoughtfulness.

    The key for distributors to successfully sell food products is to educate their customers about food gifts and their year-round availability from them—excellent sources other than online retailers. Distributors can provide their customers with ideas and resources to help them spread good cheer from January through December.

    It is important to choose products that ship well throughout the year and to select a food supplier that guarantees the freshness of the product. As distributors venture into selling food year-round, they should know the answers to these simple questions:
  • Is this supplier prepared for my order?
  • Where is the product manufactured?
  • Can the company be flexible and change product choices depending upon season and weather?
  • Will the food supplier ship directly to the individuals on my customer’s list?

    The love of food is universal. With the right product and the right situation, you can continue to spread good cheer throughout the year. You don’t have to wait to send your good wishes at the same time as everyone else. PPB


    Questions About Food Gift-Giving To Ask Clients
    1. Do you enjoy receiving food gifts?
    2. Do you send food gifts?
    3. When do you send food gifts?
    4. Have you thought of sending food gifts at times other than the holiday season?
    5. Would you like to create a commemorative keepsake (imprinted container for the food) to accompany the scrumptious food?
    6. Do you have any meetings or incentive programs for your sales staff?
    7. Where do you purchase your food gifts?
    8. Did you ship your own food gifts last year?
    9. Did you know you can purchase food gifts through me, a promotional consultant, and in many cases purchase the same high-quality product at a lower cost?
    10. Did you know ordering food gifts through me is just as easy (if not easier) than doing it yourself online?
    Lauren Fox, sales/marketing manager for Valdosta, Georgia-based gourmet food supplier Fresh Beginnings, Inc. (UPIC: FRES0003), has worked for more than 12 years in the promotional products industry. Previously, she served as PPB sales manager, as a tradeshow sales representative for PROMOTIONS EAST and as owner of a Manchester, Vermont, distributorship.

    Fox may be reached at Lauren@freshbeginnings.com, 229-242-0237 or 866-444-7923.


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