Food Service Sales Manager (HoReCa / Foodservice / Distributors)

Global Seafood/Frozen food company

Toronto (GTA)

Travel throughout the GTA required

MPA Recruitment has been retained by a global seafood /frozen food 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.