Why a Strong Sales Force Makes Food Distributors Successful in German Grocery Retail

Introduction

When international food brands look for a distributor in Germany, the first thing they often expect is logistics: warehousing, invoicing, and delivery. While these are necessary foundations, they are not enough to succeed in German grocery retail (LEH).

The reality is simple: in Germany’s highly competitive retail landscape, distributors who rely only on moving boxes will not secure long-term shelf presence. What truly drives success is a dedicated sales force that actively manages relationships, optimizes shelves, and pushes products where it matters most – inside the stores.

The German LEH – A Market Like No Other

The German grocery market is one of the most consolidated in Europe. Retail giants like Rewe, Edeka, Lidl, Aldi, and Kaufland dominate shelves and expect flawless execution from their suppliers and distributors.

This structure creates two big challenges for brands:

1. Intense competition for limited shelf space – with private label pressure and established national players.

2. High operational expectations – from compliance with labeling to on-time deliveries and promotional execution.

Without a sales team on the ground, even innovative products risk becoming invisible.

Why Logistics / Distribution Alone Won’t Cut It

A traditional distributor model focuses on:

• Storing products in a warehouse,

• Delivering them to retailers,

• Handling invoicing and compliance.

This is necessary but passive. It doesn’t address critical questions like:

• Is my product visible on the shelf?

• Do stores follow agreed promotions?

• How many facings do I have compared to competitors?

In German LEH, those details decide whether a brand stays listed – or gets delisted.

The Role of a Sales Force in Grocery Retail

A strong distributor builds its own sales force (Außendienst). Their role goes far beyond selling:

• Shelf execution – checking product placement, ensuring facings, and reducing out-of-stocks.

• Secondary placements – negotiating and implementing displays, gondola heads, or promotional spots.

• Data collection – reporting on competitor activity, price changes, and store-level feedback.

• Relationship building – local store managers influence real sales; field reps keep products top of mind.

• Market coverage – ensuring not just national listing, but actual distribution across regions and stores.

In short: sales teams make sure the brand’s investment in marketing and listing fees actually pays off at the shelf.

Consider two international snack brands entering Germany:

• Brand A works with a distributor that offers only warehousing. Products are delivered, but no one checks shelves. After three months, facings shrink, competitor promotions push the brand down, and sales decline. Result: delisting.

• Brand B partners with a distributor that deploys a dedicated field force. Representatives visit stores weekly, ensure the product is stocked, build displays, and track promotions. Sales stay strong, and the brand grows distribution regionally.

The difference isn’t the product – it’s the sales execution.

Why International Brands Should Demand It

For international brands, choosing a German distributor without a sales force is a risk. Even the strongest brand positioning won’t survive poor in-store execution.

By partnering with a distributor that offers both logistics and sales, brands benefit from:

• Faster growth – stronger retail sell-out drives faster expansion.

• Lower risk of delisting – proactive store management secures listings.

• Better ROI on marketing spend – promotions are implemented correctly at the shelf.

• Real-time market insights – data from the field shapes smarter strategy.

Outlook – Distribution in Germany Is Becoming More Active

The future of distribution in Germany will blur the lines between distributor and agency. Brands increasingly expect partners who combine:

• Warehousing & compliance,

• Key account management,

• Field force execution,

• Data-driven insights.

In this model, distributors are not just moving goods – they are building brands inside German grocery retail.

Closing Call-to-Action

"At ooha food company, we believe distribution is more than logistics. With our own warehouse in Hamburg and a dedicated sales force across Germany, we ensure that innovative brands don’t just get listed – they thrive on the shelves of Rewe, Edeka, Kaufland, and more. If you’re looking for a food distributor in Germany that combines logistics with active sales, let’s talk."