Foodservice Octopus
The clear, concise, to the point, no BS, in your face approach to foodservice and alternative channels
about us
Mike Levinson, RD
Mike brings 25+ years in foodservice/alternative channels and retail, with deep expertise in CPG distribution — aka how products actually move, not just how they look on a pitch deck.
He’s worked with startups and big brands, so he understands both the hustle and the scale. His FS Octopus approach breaks foodservice/alt. channel sales down to what really drives results: distribution, marketing, buyer relationships, and sharp brand positioning.
Time at Performance Food Group (PFG) sharpened his distribution muscle, and his LinkedIn presence has made him a go-to voice for brands and operators trying to figure this space out without wasting time or money
Need someone who actually knows how to get products into the right channels — and keep them there? Talk to Mike.
Meet Out Team
Meet The Professional
FS Octopus is powered by a senior team that knows how to actually move product, not just talk strategy. Akiva and Dave bring deep, hands-on experience driving distribution, operator adoption, and real sales wins across foodservice and alternative channels like micro-markets, vending, campuses, hospitality, and specialty retail. They work directly with distributors, operators, and buyers to open doors, build demand, and turn opportunities into consistent points of distribution. This is execution-focused leadership built for emerging brands that need traction, not theory.
Channels/Tentacles:
we focus on
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
Convenience Stores
Convenience stores and micro-markets prioritize quick access and diverse snack options.
What we do in a nut shell:
- Channel Clarity
We cut the noise and lock in the channels that actually make sense — plus the tools, distributor paths, and broker intros to get you in the game, not stuck in theory.
- A Real Growth Roadmap
Not motivational quotes. A step-by-step attack plan: which brokers, which buyers, which distributors, and when to make your move
- Monthly Game Plan Sessions
Live strategy calls to keep you sharp, fix what’s broken, and adjust based on what’s really happening — not what sounded good in a pitch deck.
- Go-to-Market Plan
We build your sales blueprint — priority channels, business plan, and timeline so your team knows exactly what to do (and what to stop wasting time on).
- GPO Navigation:
Assistance in navigating major Group Purchasing Organizations (GPOs) such as Aramark, Sodexo, Compass, Delaware North, and Premier.
- Focused Foodservice Avenues:
Collaboration with your sales team to explore targeted foodservice avenues, including quick-service restaurants (QSRs), hotels, fast casual dining, military channels, and other relevant markets.
- Broker Recommendations:
We will identify and recommend regional brokers who specialize in commercial foodservice channels and assist in managing these relationships. We have connections that can effectively serve specific channels and markets.
By choosing our consulting services, you will gain access to a wealth of knowledge and expertise that can significantly enhance your business’s growth and market positioning. We look forward to the opportunity to work together and help you achieve your goals
Key Take-Aways
Key Takeaways
1.Foodservice/Alternative Channel
Know the foodservice landscape, the different channels (“tentacles”), how it differs from retail, why foodservice matters, and which channel actually fits your product.
2. Product Readiness Your pricing works. Competitive grid done. You clearly know what makes you different. Pack sizes are dialed for front- or back-of-house. Samples are ready, with a system to send and track them.
3. Distribution Reality
Understand the difference between broadline vs specialty distributors. Your focus is buyers, category managers, and chefs — not chasing distributors all day. Know what DOT Foods is and why they matter once you have distribution. Learn “force distribution.”
4. GPOs
Know what GPOs are, what they do, examples, why they matter, how to approach them, and when you’re actually ready (hint: not day one).
5. Selling Into Channels
How to sell into each channel. Use marketing and social media to build pull. Understand brokers — who to use, why, and how to manage them. Know which trade shows are worth it (and which are a money bonfire). Build a 5-year foodservice plan and real contacts inside each channel.
About Channels
Straightforward foodservice solutions.
Foodservice Product Channels
Product Launch Strategy
Distributor Types Overview
Understanding GPOs Importance
Selling Strategies Overview
Navigating Foodservice Channels
Why Invest
Why Invest in Foodservice & Alternative Channels:
Investing in foodservice and alternative channels helps brands reach new markets, increase visibility, and build lasting customer relationships. It creates opportunities beyond traditional retail, allowing businesses to adapt to changing consumer behavior, tap into emerging trends, and drive sustainable, long-term growth.
Unlock the New Market
Unlock New Markets Through Alternative Channels:
Alternative foodservice channels such as convenience stores, micromarkets, and colleges offer powerful opportunities to expand distribution and reach new customers. By exploring these channels, brands can increase visibility, diversify revenue streams, and unlock sustainable growth beyond traditional retail.
FS Octopus Checklist
The FS Octopus Checklist ensures comprehensive preparation for foodservice success through strategic planning and execution.
Schedule a Free 30-Minute Session with Mike
Get direct guidance on how to grow your brand in foodservice and alternative channels. In this free 30-minute session, Mike will review your product, discuss your goals, and help identify the right channels, markets, and next steps for your business. Whether you’re just entering foodservice or looking to expand into new regions, this session gives you practical insight and a clear direction forward.
Contact Us
Get In Touch
mike@fsoctopus.com
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