Food service sales representative

Company Description Alfa Food Service is an importer of fine coffees sourced from around the world, along with a range of complementary specialty food products such as Italian tomatoes, artisan pizza flour, and premium desserts. The company also imports and distributes professional equipment including espresso and coffee machines, coffee roasters, grinders, commercial pizza ovens (electric, gas, and wood-burning), and deli slicers. Alfa Food Service serves foodservice businesses seeking high-quality ingredients and reliable equipment for coffee, pizza, and deli operations. Team members work closely with restaurants, cafés, and other foodservice establishments to support their product selection and equipment needs.

Role Description The Food Service Sales Representative is a full-time, on-site role based in the Greater Toronto Area, Canada. This role involves identifying and prospecting new foodservice clients, maintaining and growing relationships with existing accounts, and presenting Alfa Food Service’s coffee, specialty food products, and commercial equipment solutions. The representative will conduct in-person visits, product demonstrations, and equipment walk-throughs, as well as prepare quotes, negotiate pricing within guidelines, and process orders accurately. Day-to-day tasks include monitoring inventory and delivery timelines with internal teams, responding to customer inquiries, and providing after-sales support in coordination with operations and technical service. The role also requires keeping up-to-date with product knowledge, market trends, and competitor offerings to effectively position Alfa Food Service’s portfolio.

Qualifications

• Experience in B2B sales, preferably within foodservice, hospitality, or related sectors, with the ability to build and manage a territory of restaurant, café, and deli clients.
• Strong customer relationship management skills, including consultative selling, account management, and the ability to understand client operational needs.
• Knowledge or interest in specialty coffee, food products, and commercial kitchen equipment, with the ability to learn technical features and explain them clearly.
• Solid communication and presentation skills, including clear verbal and written communication and confidence in conducting in-person product and equipment demonstrations.
• Organizational and time-management abilities, including planning daily routes, tracking sales activities, and using CRM or similar tools to maintain accurate records.
• Comfort working on-site and in the field across the Greater Toronto Area, with a valid driver’s license and reliable transportation.
• Proficiency with basic office software (e.g., email, spreadsheets, and presentation tools) and familiarity with order entry or CRM platforms.
• Self-motivated, goal-oriented approach with the ability to meet sales targets and collaborate effectively with internal operations and service teams.
• Previous experience in foodservice operations or barista/chef roles is an asset, as is multilingual ability relevant to the local market.