Food Production

Industry Update: 20.01.2021

Vertical: Food Production
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Food Production, what are we seeing?

We are seeing huge disruption within the food production and manufacturing sector with producers who have ceased production, experienced reduced demand or created new production lines, whilst others have seen a huge increase in demand. The market is in flux but we are seeing various risks and opportunities arising.

What do these businesses need to do now?

1. Adjust your business targeting

We are seeing an adjustment in targeting to account for the post COVID-19 demand. Smaller retail, restaurants, bars, pubs and cafes are gone for now. Hospitality is effectively offline. Demand is generally stable across the supermarket buyer base, online delivery outlets are doing well and where possible in direct to consumer models are working (especially in local-microbusiness scenarios).

2. Review your marketing channels
B2B Direct Mail




Paid Search


Tradeshows and Exhibitions


Awards Circuit


Door to door sales


Word of mouth


Social Media


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

If you need to switch to new distribution channels, then explain what you can offer them and how they’ll benefit in a COVID-19 scenario (I.e. low transmission delivery/packaging, local supply chain).

We are seeing manufacturers targeting a wider range of customers, accentuating lead times, capacity, flexibility, speed, price, quality, geographical coverage and cold chain capabilities.

It is also important to address COVID-19 safety measures you are taking including staff safeguarding and physical protective packaging of food.


4. Revise your messaging

Set out how your proposition directly contributes to overcoming the current challenges.

Talk about the advantages which you can offer right now majoring on any that address the COVID-19 high demand products e.g. the opportunity to sell family size packages and longer-life products as consumers shop less frequently.

Touch on capturing and servicing unmet demand.

Focus on robust distribution models and ability to supply now.

Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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Nick Washington-Jones, Managing Director, Tack UK

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