Who is Grace Foods?

Grace Foods is Canada's leading manufacturer and distributor of top Caribbean food and beverage products for retail customers across Canada and international markets. We are proud to hold the #1 or #2 position in Canada for coconut water, coconut milk, and are a leading brand in Jerk Sauces and malt beverages. Our family of brands, including the well-known and respected Grace brand, competes in over 20 categories such as coconut water, coconut milk, carbonated beverages, juices and drinks, canned meat and fish, plantain chips, coconut oil, hot pepper and jerk sauces, cornmeal, rice, oats, canned vegetables, peas and beans, dry soup, and more. We are also the exclusive Canadian distributor of Santo Domingo coffee, VitaMalt, P.A.N flour, Excelsior crackers, Ovaltine biscuits and powder beverages, Shirley and Munchee cookies, and LaFe. Our portfolio of products continues to grow and so will you!

Purpose of Position

The Field Sales Representative is responsible for driving profitable sales growth, increasing product distribution, and strengthening customer relationships within an assigned territory. The role focuses on executing sales strategies, identifying new business opportunities, maximizing in-store presence, and delivering exceptional customer service while representing Grace Foods Canada with professionalism and integrity. This role requires a highly self-directed and motivated individual who is comfortable working independently in the field with limited day-to-day supervision. The successful candidate must be driven by results, energized by achieving and exceeding key performance indicators (KPIs), and confident, engaging customers in face-to-face selling situations. This is your business and you will be given the flexibility to drive sales as creatively as you would like, but of course within brand guidelines! Strong communication skills are essential, as the Sales Representative is expected to provide regular updates, market intelligence, customer feedback, and business opportunities to Head Office and the Sales Management team.

Key Outputs/Deliverables: Achieve or exceed territory sales, distribution, and profitability targets. Identify and secure new business opportunities within assigned territory. Expand product distribution and increase market penetration across existing and prospective accounts. Develop and maintain strong relationships with retailers, wholesalers, and key decision-makers. Execute sales presentations and product recommendations that drive incremental sales opportunities. Negotiate product placements, displays, and promotional opportunities with customers. Penetrate all targeted accounts and generate profitable sales from within customer base. Actively manage call schedule to adequately cover assigned territory in a time-efficient manner. Build and maintain ongoing awareness of new products, competitor activities, and other research. Generate and develop new customer accounts to increase revenue, by cold-calling if necessary. The Sales Representative will achieve targets through effective management of designated territories and physical visits to customer sites. Ensure credit policies and procedures are followed according to established guidelines.

Principal Responsibilities: Prioritize customer visits based on business opportunities and account needs. Maintain accurate customer records, sales reports, and account information. Monitor customer inventory levels and proactively manage sales to minimize overstocks and short-dated product risks. Merchandising & Retail Execution Ensure products are properly merchandised and displayed according to company standards. Maximize shelf presence, display opportunities, and promotional execution. Monitor product availability and take corrective action to minimize out-of-stock situations. Ensure all promotional programs are executed accurately and effectively. Customer Relationship Management Build and maintain strong, professional relationships with customers. Respond promptly to customer inquiries and concerns. Resolve issues effectively while maintaining customer satisfaction and company objectives. Represent the company positively at all times. Financial & Administrative Responsibilities Support the collection of account receivables and assist in managing customer credit risk. Complete all required reports, expense submissions, and customer documentation accurately and on time. Process and document product returns in accordance with company procedures. Market Intelligence Monitor competitor activities, pricing, promotions, and market trends. Provide timely and actionable market feedback to management. Identify emerging opportunities and risks within the marketplace.

Performance Measures Success in this role will be measured by: Achievement of sales, distribution, and KPI targets. Growth in product distribution and market penetration. New account acquisition. Merchandising and promotional execution standards. Customer retention and relationship quality. Receivables management and credit compliance. Territory coverage effectiveness. Consistent execution of territory coverage and customer call objectives. Timely communication of market trends, competitive activity, and customer opportunities. Accuracy and completeness of sales reporting and territory updates.

Qualifications & Experience: College diploma or equivalent combination of education and experience. Minimum two (2) years of sales experience, preferably within the consumer-packaged goods (CPG), food, grocery, or retail industry. Proven ability to achieve sales targets and develop customer relationships. Experience calling on retail, wholesale, or independent accounts is considered an asset. Valid driver’s license and reliable transportation required. Proficient with Microsoft Office applications and mobile sales technology. Actively manage the customers to minimize any potential credit risk. Collection of account receivables. Overcome objections of prospective customers. Always maintain professionalism, tact, diplomacy, and sensitivity to portray the company in a positive manner. Maintain accurate records; including sales call reports, expense reimbursement forms, billing invoices, and other documentation. Ensure proper paperwork is completed for all ‘goods return’ from customer(s). Make front-line assessment of market conditions and advise company and Supervisor/Manager of findings. Make sure customer shelves are always stocked and that items are well presented. Merchandise shelves as needed. Inform competitive activity to the Sales Manager.

Performance Criteria: Strong knowledge of retail and/or wholesale sales principles, methods, practices, and techniques. Strong problem identification and objection resolution skills. Exceptional verbal communication and presentation skills. Excellent listening skills. Strong written communication skills. Self-motivated, with high energy and an engaging level of enthusiasm. Solid experience in opportunity qualification, pre-visit planning, call control, account development, and time and territory management.

Key Competencies

FUNCTIONAL Sales and negotiation skills Territory management Customer relationship management Business development Merchandising execution Planning and organization Analytical and problem-solving skills Financial and business acumen Highly self-motivated and capable of working independently. Results-driven with a strong desire to achieve and exceed performance objectives. Confident and persuasive communicator with the ability to engage customers and influence purchasing decisions. Strong verbal presentation and interpersonal skills. Proactive in identifying opportunities and solving problems. Disciplined in providing regular communication and business updates to management. Comfortable initiating conversations with new customers and developing relationships through cold calling and prospecting activities. Demonstrated ability to convert prospects and close deals while maintaining established sales targets. Emphasize product features and benefits, quote prices, discuss credit terms, and prepare sales order forms.

BEHAVIOURAL Able to build and maintain lasting relationships with customers. Professional demeanor, selling style, and appearance. Ability to work individually and as part of a team. High level of integrity and work ethic.

What Grace offers...

A competitive salary, car allowance, including a target bonus and benefits package Health, dental & vision insurance, with options to fit you & your family's needs Business casual office dress code - feel free to wear your Grace gear Flexible work from home/office Stock up on your favorite Grace products to share with your family & friends, through a cost program.

Candidates must be able to work in Canada and have a valid license as some local travel is required across the GTA.

Interested candidates should submit resumes by email to Racquel.raae@gkco.com.