Food Service Sales Manager (HoReCa / Foodservice / Distributors)

Global FMCG company

Toronto (GTA)

Travel throughout the GTA required

MPA Recruitment has been retained by a global FMcG group to recruit a Food Service Sales Manager in Toronto. They have been operating for 30 years building their business in frozen & chilled seafood and convenience food.

It operates globally and consists of more than 60 companies across about 15 countries with production facilities in Lithuania, Spain, Estonia and sales in 50+ markets.

This Canadian role offers you foundational status: being one of the first hires locally means you’ll help shape the entry into Canada, impacting brand rollout, retail/food service strategy, partnerships and operations.

You’ll plug into a well-established international food business (with strong manufacturing, brand & distribution infrastructure) but in a growth phase in Canada, offering both stability and the excitement of building something.

We need someone with existing relationships who can deliver onboarding fast.

Key Responsibilities:

Open new accounts with foodservice distributors.
Present products to culinary and procurement teams.
Lead the sales cycle:
samples → pricing → menu test → contract → volume growth
Support operator activation, tastings, culinary workshops, and trade shows.
Drive sell-through by working with distributor reps & key operators.
Provide sales forecasts and activity reports.

Requirements (MUST HAVE):

Proven sales experience in foodservice / HoReCa / distributors.
Existing relationships with foodservice distributors and foodservice accounts.
Ability to open doors and close deals quickly and independently.
Strong negotiation skills and experience in menu introduction.
Hunter mentality ,must be able to generate sales rapidly.
Must have proven success in sales to foodservice in a mid-sized or large, well-known Canadian seafood manufacturing or trading company.
Experience launching new/imported brands into foodservice.
Knowledge of seafood / dumplings / appetizers categories.

We are looking for a closer with industry relationships, not someone who “will try.”

If you already know distributor buyers, you can win here.

Reporting:

Line manager: Canada Director and Canada Area Manager.

Timeline:

30 Days – Find new customers (contact the ones from his/her list) and establish relationships
The candidate is expected to identify potential clients, initiate first contacts, present the company’s products, and start building trust and long-term relationships.
60 Days – Sign initial contracts and submit first orders to production
By this stage, the candidate should have closed the first deals and ensured that initial orders are placed for manufacturing.
90 Days – Achieve budgeted targets
The candidate should work actively to meet the sales numbers set in the budget and ensure repeat orders.
After 9 Months – Secure consistent orders and focus on long-term goals
The expectation is that the order flow becomes stable, client relationships are solid, and the candidate can start aiming for strategic growth and budget objectives.

MPA Recruitment

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Sales Manager (FMCG)