Tony Giannini
Senior Vice President of Sales | Equity Partner
Vice President of Sales
Consolidated the Ingrilli wholesale pricing so all distributors and retailers have the same FOB or Delivered pricing. That included implementing an average 9% price increase. Restructured a very fragmented broker representation model that lowered retainer commitments at $15k+ per month to zero. Accelerated submissions to retailers and distributors. Lowered the promotional spending by 10% while maximizing the sales lift with all promotional activity.
PResident | Equity partner | Board of director
Recently launched HempAde in April of 2018, quickly gaining significant distribution throughout the West, Midwest and East Coast with distributors KeHE, Unified Grocers and C&S, along with major retailers Albertson’s, Schnuck’s and Stater Bros.
President | Equity Partner | Board of Director
Incubating the startup of Amazon Jungle Juice for a national rollout, starting with the largest distributors in the country, KeHE and UNFI, to Albertsons / Safeway, Whole Foods, SaveMart, along with numerous C-store distributors. The company recorded over $1M in sales for the first 12 months of operation.
President | Equity Partner | Board of Director
Before becoming President of Wild California Crisps in June of 2019, the company experienced a 60% drop in revenues versus the previous year. New strategies and a slimmed down management structure has lead to a 2020 sales growth rate of 40% over 2019, and most importantly, a positive cash flow.
PResident | Equity partner | Board of director
Recently launched Suzi Cake bakery snacks (imported from Jordan) all over the US and International Markets. Have established on the shelf traction in over 1,200 retailers across the country utilizing broker partnerships in key geographic areas.
Sales Consultant (2014 - 2018)
Launching Shaka Tea (2 years 2018 – 2019) to major retailers in the U.S. including Wakefern / Shoprite, Harris Teeter, Whole Foods, Marsh, Shaw’s, Cost Plus World Markets, Safeway / Albertsons, KeHE, UNFI and multiple C-store chains. Established distribution in over 1,100 retailer locations around the country.
Provided sales consulting as a fractional Vice President of Sales for multiple brands including Double Rainbow Ice Cream, Gluck Snacks Vegetable Chips, KingMade Jerky, Choctal Country of Origin Ice Cream, One Culture Foods Bone Broth Soups and several other brands. Responsibilities included budget forecasting, broker management, new distribution presentations nationally in the US market, along with Canada and various international markets around the world. In addition, focused on all channels; Traditional Retail, Natural, Mass Market, non-Traditional, C-stores, Club and Foodservice.
SWEET EARTH NATURAL FOODS 2012 – 2014
(Manufacturer of various refrigerated an frozen meatless burritos, burgers and entrees) Vice President of Sales
- Developed and executed all sales strategies for retail grocery, mass merchandising, club stores and foodservice.
- Grew sales from $700k to a level trending towards $12M in three years.
- Restructured the sales team to support rapid expansion via a broker driven strategy, thus reducing SG&A costs by 34%.
- In many cases, added third party distributors to circumvent penetration fees (slotting).
- Added over 20 major accounts including multiple Kroger divisions, Supervalu, Safeway, Whole Foods and Target Stores. Secured merchandising space in both service bakery and frozen grocery.
CAFFE CLASSICO FOODS, LLC 2008 - 2010
(Manufacturer and marketer of gelato and sorbet desserts) Vice President of Sales and Marketing
- Manage all facets of the sales and marketing process for retail grocery, mass merchandising, club stores and foodservice.
- Grew sales 42% over 2008 (even after disengaging $3mm in industrial Acai revenue).
- Restructured the sales team to support rapid expansion via a broker driven strategy, thus reducing SG&A costs by 34%.
- In many cases, added third party distributors to circumvent penetration fees (slotting).
- Added over 20 major accounts including multiple Kroger divisions, Supervalu, Safeway and Target Stores. Secured merchandising space in both service bakery and frozen grocery.
EVERYTHING METAL IMAGINABLE, INC. (EMI) 1998 - 2007
(Manufacturer and marketer of bronze art statues, corporate awards, and monument projects) President / Owner
- Purchased the bronze foundry in May, 1998 with approximately 35 employees. Eventually retained 85 employees at the peak to support an accelerated growth rate.
- Grew the business 220% in less than 5 years. Sales increased from $2.1mm to $9.7mm.
- Secured new customers such as Costco worldwide, Sam’s Club, BJ’s, Bed Bath & Beyond, Disney, PGA Tour, Fresno State University, NFL, NASCAR and McDonald’s.
- Managed all facets of the business with a heavy emphasis on sales.
- Managed all production cost analysis, project quotes and RFP’s.
- Sourced off shore production (China) on certain projects along with raw materials.
- Managed new product development introducing a minimum eight new pieces per year.
- Evaluated new artists for licensing agreements (represents over 1,000 licenses).
- Managed the creation of all POP material, catalogs, marketing collateral, direct mail, trade shows and sales incentive programs, discounts and terms.
SALES AND MARKETING CONSULTANT 1997 – 1998
- Consulted for Monterey Pasta Company in an executive management capacity, helping the company restructure its customer base and sales force.
- Consulted for Aidells Sausage Company in a sales capacity, helping expand distribution throughout the Western U.S.
- Consulted for Suzanne’s Muffins in an executive management capacity, initiating and executing the eventual sale of the company.
MONTEREY PASTA COMPANY 1992 – 1997
(Fresh Pasta and Sauces) Senior Vice President of Sales and Marketing
- Part of the executive management team that took Monterey Pasta Company public in December of 1993. Personally wrote the business model that was the primary source of strategy for the initial red herring report pre-IPO. Was a major presenter at the pre-IPO investor meetings.
- Increased sales from an annualized rate of $1.5mm in February of 1992 to approximately $100.0mm by 1998.
- Increased market share from .3% in 1993 to 11.3% in December of 1996.
- Expanded distribution from Northern California to over 40 major markets in the U.S. and Canada adding customers such as Costco, Sam’s Club, Stop & Shop, Safeway, Albertsons, and Sysco.
- Added four Zone Managers, one Vice President of Club Stores, one Food Service Manager, one Vice President of Marketing and one Sales Analyst.
- Additional responsibilities included the expansion of a direct-store-delivery division in Northern California (15 route sales people), Southern California (11 route sales people), Seattle (4 route sales people) and Denver (4 route sales people).
- Hired approximately 40 Food Brokerage companies all over the U.S. and Canada.
- Participated in developing the marketing plan and strategies of Upscale Food Outlets, a subsidiary of Monterey Pasta Company, which included the expansion of 42 Monterey Pasta Company restaurants throughout the western U.S.
NESTLE BEVERAGE COMPANY 1987 – 1992
National Sales Manager for Retail Private Label Division (1987 – 1989)
- Managed five Zone Managers, one Product Manager and two Administrative Assistants.
- Increased sales by 28% ($54mm to $69mm) in the first full fiscal year.
- All of my positions at Nestle Beverage Company included; P&L responsibility to the operating profit level; creating and implementing all short-term and long –term plans; directing and managing all marketing functions.
Director of National Accounts – Food Service (Promoted 1990)
- Managed seven National Account Managers, six Special Account Managers and one Commodities Analyst.
- Responsible for generating and maintaining all national account contracts that exceeded a minimum of $200m in annual sales. Customers included: Westin Hotels, United Airlines, Jack in the Box.
General Manager of Gourmet Coffees (Promoted in 1989)
- General Manager of a subsidiary company, Sarks Supreme gourmet Whole Bean Coffee.
- Managed four Division Managers, 15 Route Sales Drivers, one Marketing Manager and three Administrative Assistants.
- Directed all expansion efforts into four new markets. Opened remote division offices and warehouses. Hired all personnel in all capacities.
- Increased sales by 120% in the first 12 months.
National Sales Manager for Retail Private Label Division (1987 – 1989)
- Managed five Zone Managers, one Product Manager and two Administrative Assistants.
- Increased sales by 28% ($54mm to $69mm) in the first full fiscal year.
- All of my positions at Nestle Beverage Company included; P&L responsibility to the operating profit level; creating and implementing all short-term and long –term plans; directing and managing all marketing functions.
BONNER PACKING COMPANY 1982 – 1987
(Dole Foods - Dried Fruit and Nut Division) Western Zone Manager (Promoted 1984)
- Increased sales from $3.6mm to $16.8mm.
- Responsibilities included all sales and marketing functions for private label, branded and industrial sales of raisins, prunes and dried fruits.
- Territory included 11 western states and three western Canadian provinces.
- Managed 15 brokerage companies.
- Finished first as top producing Zone Manager in 1984, 1985 and 1986.
- Total company sales equaled $90mm.
Northern Division Sales Manager (Promoted 1983)
Northern California Sales Representative (1982-1983)
EDUCATION
California State University, Fresno
B.S., Business Administration emphasis in Marketing and Management.