How To Get Into Dehoff’s Key Market
Founded in the 1970s by Jack Dehoff, Dehoff’s Key Market is an offshoot of the passion to offer quality produce and awesome customer service to customers. After working as a manager of a grocery chain, Jack Dehoff saw what he could do differently and offer uniquely to customers and thus, this different spice has kept the store rolling for almost 50 years. Dehoff’s Key Market is today referred to as Redwood’s City Authentic Independent Grocer as it has been able to offer local products and a lot of awesome varieties to customers.
The supermarket business in the United States is one that tries to connect with the individual customer. This means, the supermarkets try to address the needs and interests of individual customers. This is by offering local, international, and metropolitan products. You can get spices, meat, wine, food, and so many other food products from this type of store.
This is a grocer that looks at ways of making the experience of customers more interesting. It is hard to get a supermarket who accepts Apple Pay and Google Pay. A lot of people try to get cash or their credits to make purchases for groceries but Key Markets makes everything all simple.
Customers are ever giving good reviews about the store on the internet. One of the customers noted on yelp.com that “Love this market! They have great produce, a nice selection of meats, prepared foods, wine and beer. The checkers are always nice.
They are especially helpful to me because before I discovered them I had to order Beckmann’s baked goods online because there was no retailer who carried them nearby. Not only does Key carry them but they have a great selection. Breads, rolls and pie (which come in 2 sizes). They are now my Beckmann’s connection. I never leave Redwood City without making a stop at DeHoff’s Key Market.”
Another customer noted on the website that “Great local market. I go there at least three times a week and the produce and selection is great! They’re pre-prepared sandwiches are yum and they’re organic options are great! They stock lots of local items – which I love. Great new cheese section. Wine and snacks are right by the door… Their updated interior is fantastic! Loving the new look…”
One of the benefits of shopping with this store is the varieties that are open to you. They ensure that their farm produce are really fresh. They understand that people can be very picky of produce and want value for their money so they offer what customers would buy and can always come back for more.
On the local sourcing of food products, Dehoff’s key Market has been on the forefront of selling locally sourced food products and imported food items. Their wine, spice, and produce selection make them a leader in the retail and grocery business niche. They have been ahead for about 50 years and the company can only get stronger.
How to get your product into Dehoff’s Key Market
- Understand you client: Before you spend a lot of time and money creating a product, you should know if anyone will want to buy it. Learn more about Market Research
- Learn if it’s protectable: Know if you can defend your product against cheap copies if it gets knocked off. Learn more about Copyright and Patent your product
- Test your product: Make sure that there’s a demand for your product and the customer understands what you are selling when it’s on the shelf and nobody is there to explain it. Learn more about Product Testing
- Perfect your pitch: Before you speak to decision makers, know your numbers, know your retailer and know your logistics in and out. Learn more about Pitching Your Product
- Don’t do it alone: If you haven’t been successful in retail before, a secret of success is that you can’t do it alone. Having great sales staff, customer support and marketing partners can take you from zero to success faster than if you tried on your own. Learn more about Retail Partnerships
Contact Dehoff’s Key Market Buyer
Do not trust any “list” of buyers.
Typically retail buyers change either companies or positions every few years. This strategy helps retailers know that their buyers are not taking “kick-backs” and are selecting the very best product for the very best position each time.
Buyers are typically held to a very rigorous standard of sell-through volume that they must hit and because of this they are risk averse. Your job as a supplier or vendor is to convince them that the buyers going into the stores not only know about what you’re selling but are actively seeking the product in the store currently.
Sometimes easier said than done, however you must get on Dehoff’s Key Market radar.
Call the Dehoff’s Key Market corporate phone number and ask for the names of the buyer and assistant buyers in your category.
Always leave voicemail with whomever the dispatch will connect you.
Use that information to connect with them on LinkedIn, RangeMe and any other professional social platform.
Ask your representative at your trade bureau to connect you to the Dehoff’s Key Market buyers as they will potentially have a better history.
Use advertising, public relations and marketing to make your brand known to Dehoff’s Key Market buyer through 3rd party websites & industry media sources.
Be everywhere that they look, the key is to position your brand as the obvious choice when Dehoff’s Key Market is looking to either refill a slot or create a new category.
Latch on to the news of the day and any trend that will make your product fill that niche whether that be Non-GMO or Vegan Leather for example.
Investing in your brand can only benefit your opportunities in the future. As being “top of mind” will have a ripple effect when you physically present your product at a Dehoff’s Key Market buyers meeting or trade show in the future.
Dehoff’s Key Market buyers typically got to their position by picking “winners” and know how to see through the fluff.
Focus on the numbers, know your bottom dollar during a negotiation and how fees and chargebacks may cut into your position.
Know that long term success may outweigh short term sales, however financing large purchase orders from Dehoff’s Key Market when the net result is negative is not sustainable.
Understand the playing field and the other brands that are in your space, what they are offering as promotion and pricing and how you can stand out against them.
By knowing that each buyer at Dehoff’s Key Market probably knows more than you do, take an active listening approach to sales and understand that no is a perfectly acceptable answer that may have saved you millions of dollars on the backend.
How to Submit a Product to Dehoff’s Key Market
There are several ways to get a product placed in Dehoff’s Key Market. However, most entrepreneurs only dream about getting their product distributed to major retailers, few actually do it. We have experienced a significant rise in interest since the show Shark Tank started airing on NBC. Mr. Checkout has had the pleasure of working with a few Shark Tank success stories such as KISStixx and 180 Party Cups which are now currently being distributed around the country to stores like Walmart, Target, Kroger, 7-Eleven and more.
If you envision your product would be a good fit for Dehoff’s Key Market, we have a few steps to help you get your product on their shelves.
Here are the 6 steps you need to take to have your product placed in Dehoff’s Key Market.
1. Start with the right questions.) Before you try distributing your product to Dehoff’s Key Market, you need to ask yourself a few basic questions. Do you need to build demand for your product, or is there already a demand for it? Do you know that Dehoff’s Key Market would be interested in selling your product? If you can strike a deal with Dehoff’s Key Market, can you handle the production volume? Do you want to sell directly to Dehoff’s Key Market, or do you want to license your product to a manufacturer that will handle distribution?
2. Be prepared to profit.) Does your product offer enough of a profit margin for Dehoff’s Key Market? Can you sell your product at a reasonable enough profit to cover the packaging, shipping, commissions, marketing and wholesale distribution? Check Dehoff’s Key Market guidelines for other fees that you will have to build into the cost of your product in order for you to be able to turn enough of a profit to make the effort worth your while. If you work with a discount retailer, they will try to strip your profits down to zero in order to keep their prices as low as possible.
The typical breakdown of margins are: If a products costs $1 to produce, that product will retail for $4. That product that retails for $4 will wholesale for $2 to distributors and stores that purchase direct. Big box retailers like Dehoff’s Key Market may offer to pay $1.25 to the manufacturer if the product costs $1 to produce. That is the typical profit margin.
3. Determine if Dehoff’s Key Market is the right store for your product.) The relationship between you and Dehoff’s Key Market starts with you browsing their store for competing products. If Dehoff’s Key Market already has a similar product, it is going to be very difficult to get your product picked up. Spend some time at your local Dehoff’s Key Market to see what kind of products they are selling, speak to the manager and see if he thinks your product will sell well in their store. Picture in which zone your product would best fit on the shelf and keep in mind that the most precious asset that these big box stores value are their shelf space. Keep this information in mind when you are preparing your presentation to Dehoff’s Key Market.
If your company is minority or women owned, check Dehoff’s Key Market website and see if they offer specific opportunities for those designations.
4. Pitch your product to Dehoff’s Key Market.) Decide whether it will be you or a representative to present your product to Dehoff’s Key Market. Your presentation depends heavily on your strengths as a businessperson as they will most likely ask financial questions and logistics questions.
It’s common for companies to hire a broker to pitch their product to Dehoff’s Key Market, as it will be more likely that your product will make it to the next stage if the individual pitching your product has industry knowledge or a personal relationship with Dehoff’s Key Market. The percentage of commission verses, however generally a broker will take around 5% to represent your product to Dehoff’s Key Market.
We at Mr. Checkout have experience dealing with brokers and know that there are several retail brokers that have poor business practices that can potentially damage your brand. If you are seeking a legitimate Dehoff’s Key Market broker, please give us a call for a recommendation. It could save you a huge headache and a lot of money.
5. Complete the required Costco paperwork.) Often Costco will have you go through an application process. However, before submitting the paperwork required by Costco, you should contact a buyer at Costco and let them know your intentions. Having a contact inside of the company will potentially move your application more smoothly through the process.
6. Anticipate the need for increased volume.) Having Costco agree to stock your product will most likely mean a significant increase in volume. You should be prepared to ramp up your production and informing your manufacturer of this opportunity.
Having production, logistics and distribution to sync is not only difficult, it requires a significant amount of time invested in customer relations. Also, Costco may have stipulations in the contract that may penalize you for delays in shipping and production. Have an attorney explain all contracts to you if you don’t understand the terms.
If you’re looking to sell your product to Costco, be sure to thoroughly assess the marketplace, carefully prepare for production growth, and take full advantage of resources available to help you grow your business.
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