Retail Excellence

The Action Food Sales Difference   OUR PEOPLE: Relationships + Experience = Retail Excellence

Our People

Unlike many other regional brokers and the large national ones, Action Food Sales takes pride in focusing just on the Fresh Categories in grocery stores.  This means that our Retail Merchandisers don't spend 4 or more hours doing a Retail Audit on 3,000 items across all the categories in a store, instead, our staff concentrates on a limited number of items in the Fresh Categories that we specialize in.  Our Retail Merchandisers actually have relationships with store personnel and Department Managers.  This is what makes Action Food Sales unique, whether that is helping restock products, addressing potential issues, reseting a section - we make a difference at store level with YOUR brand.


At store level, it all begins with LEADERSHIP.  Travis Sims, our Retail Director spent 18 years in the supermarket industry including traditional supermarket and Mass retailers, concentrating mostly on perishable products. His background and vision are enabling our Retail Merchandisers to become more efficient and has enhanced the productivity of each store call they make.

While the geography we cover is vast, Action Food Sales believes to best serve our manufacturers and customers, we must hire Retail Merchandisers that have RELEVANT experience in the Perishable Food Industry.   That means, when one of our Retail Merchandiser encounters a problem at store level, you can rest assured they can handle any situation, unlike many of the National Brokers who just employ “warm bodies” who's sole purpose is to check off thousands of items across a grocery store.  We can provide this premium Retail Experience by ONLY hiring individuals who have EXPERIENCE in the Perishable Food Industry, in fact most of our employees have held one of the following positions:

  • Meat Buyers
  • Market Managers
  • Store Managers
  • Supervisors
  • Regional Managers

Retail Excellence

In order to assist each individual retail account and our manufacturers in maximizing sales and profit potential, our Retail Merchandiser's daily store level functions include: 

  • Retail Audits 
  • Product Rotation
  • Pricing & Competitive Surveys
  • Planogram Compliance & Optimization 
  • Distribution of Point of Sale Material
  • Secondary Displays
  • New Product Introduction/Speed to Shelf
  • Communicating Upcoming Ads, FSI's & Other Marketing Events
  • Travis Sims

    Retail Director
    • 2005 - Harris Teeter, Fresh Foods Manager
    • 2007 - The Fresh Market, Store Manager
    • 2012 - BJ’s, Operations Manager
    • 2013 - Harris Teeter, Co-Manager
    • 2015 - Sam’s Club, Assistant Club Manager
    • 2018 - Super Target, Executive Team Leader
    • 2023 - Action Food Sales, Retail Director
  • Ken Osborne

    Retail Trainer
    • 1975 - Food Lion, Regional Meat Supervisor
    • 1996 - The MarketPlace, LTD, Meat Director
    • 1997 - Atlas Marketing, Retail Director Meat/Deli
    • 2003 - CROSSMARK, Retail Division Manager
    • 2007 - Novartis Consumer Health, Retail Sales Manager
    • 2015 - Action Food Sales, Retail Rep
    • 2020 - Action Food Sales, Retail Trainer