Sales Representative – Foodservice

Cheeky Foods | Melbourne, VIC | Full-time

Location: Based at our Truganina head office, with regular customer visits across Victoria and interstate travel as required.

Reports to: Commercial & Procurement Manager

Team: Sales and Commercial

About Cheeky Foods

Established in 2009, Cheeky Foods imports and distributes Latin American food and beverages throughout Australia. We work with retailers, wholesalers and hospitality businesses to bring distinctive products and authentic flavours to Australian consumers.

We are seeking an experienced, commercially minded sales professional who enjoys building relationships, opening new accounts and helping hospitality customers discover practical ways to use our products.

About the role

You will grow Cheeky Foods’ foodservice business, primarily in Victoria, while supporting opportunities and customer coverage in other states.

Your customers will include restaurants, cafés, food trucks, hotels, pubs, delis, caterers and hospitality groups. You will manage the full sales cycle, from researching prospects and generating leads to conducting tastings, closing sales and developing long-term, repeat business.

A key part of the role is working directly with chefs, venue owners and purchasing teams to introduce Colombian, Latin American and Spanish products into their menus. You will also develop opportunities for current product lines and categories introduced from time to time.

This is a hands-on role combining new business development, account management, product demonstrations and trade show coordination.

Key responsibilities1. New business and market development

- Identify, research and approach potential foodservice customers through field visits, prospecting, referrals, networking and industry events.
- Build and execute a territory development plan, prioritising Victoria and agreed interstate opportunities.
- Generate, qualify, nurture and close leads, maintaining clear follow-up actions throughout the sales cycle.
- Develop new customer segments and applications for Colombian, Latin American and Spanish products, including opportunities beyond specialist Latin American venues.
- Build opportunities for Juan Valdez Coffee with cafés, restaurants, hotels and other suitable customers.
- Prepare proposals, quotations and commercial offers within approved pricing and margin guidelines.
- Convert initial trials and first orders into sustained, profitable purchasing relationships.

Key responsibilities continued2. Chef engagement, product demonstrations and menu development
- Build strong relationships with chefs, kitchen managers, venue owners and purchasing decision-makers.
- Organise and deliver product tastings, basic food preparation and practical cooking demonstrations at customer venues, company facilities and events.
- Recommend menu ideas, serving suggestions and product applications suited to each venue’s concept and kitchen operations.
- Explain product benefits in practical terms, including portion cost, preparation time, consistency, convenience and potential menu profitability.
- Support customers through product trials,



gather feedback and follow through to menu adoption and repeat orders.
- Follow company food handling, cold-chain and allergen procedures when transporting, preparing and presenting samples.

3. Account growth and stock rotation
- Maintain and grow an assigned customer portfolio through regular visits, responsive service and relevant product recommendations.
- Increase the range of products purchased by each customer, order frequency and customer retention.
- Work with Sales, Procurement and Operations to align customer commitments with stock availability and incoming shipments.
- Review slow-moving and short-dated products and develop suitable sales opportunities within approved pricing, shelf-life and quality requirements.
- Provide demand forecasts and customer feedback to support purchasing decisions and reduce avoidable stock waste.
- Coordinate customer onboarding with Administration and support timely payment follow-up in accordance with approved credit terms.

4. Trade shows, markets and industry events
- Research and recommend relevant foodservice, food and wine, coffee, liquor and hospitality events, including Fine Food Australia and suitable markets.
- Assess each opportunity against its audience, commercial potential, participation costs and expected return.
- Prepare an annual event calendar and event proposals for management approval.
- Coordinate approved participation, including bookings, budgets, stand requirements, samples, equipment, staffing and logistics.
- Work with the wider team to deliver engaging product presentations and demonstrations.
- Capture and qualify event leads, coordinate prompt follow-up and report on resulting orders, repeat business and return on investment.

Key responsibilities continued5. Targeted catalogues and sales materials
- Work with Marketing and the Commercial team to develop catalogues and sales materials tailored to foodservice segments, cuisines and product categories.
- Contribute product selections, menu applications, preparation guidance and customer insights.
- Ensure proposals and customer materials reflect approved pricing, current product information and availability.
- Gather feedback on competitor products, pricing, market trends and customer requirements.

6. Teamwork, interstate support and reporting
- Work collaboratively with the Sales and Commercial team to coordinate opportunities, account ownership and customer service.
- Travel interstate to develop agreed opportunities, attend events and provide temporary coverage when other sales representatives are on leave.
- Maintain accurate customer records, sales activities, opportunities and forecasts in company systems.
- Provide regular reports on pipeline progress, account growth, demonstrations, event results and market opportunities.
- Plan customer visits and travel efficiently,



with clear commercial objectives and appropriate handovers.

Essential experience and requirements
- At least four years of successful sales experience in similar roles, ideally five or more, within foodservice, food distribution, hospitality supply, beverages, coffee or a closely related sector.
- Demonstrated success in prospecting, winning new accounts, meeting targets and developing repeat business.
- Experience selling directly to chefs, hospitality operators, venue owners or purchasing teams.
- Confidence preparing basic food samples and delivering product tastings and presentations.
- Strong commercial understanding of pricing, gross margins, customer profitability and negotiation.
- Excellent communication, relationship-building, organisation and follow-up skills.
- Ability to work independently in the field while contributing effectively to a team.
- Competence using CRM systems, Microsoft Office and sales reporting tools.
- A current, full Australian driver’s licence.
- Availability for regular travel throughout Victoria and interstate travel, including overnight stays.
- Flexibility to attend occasional evening and weekend events, with arrangements agreed in advance.
- Australian working rights appropriate to the position.

Desirable experience
- An established network of foodservice customers in Victoria.
- Knowledge of Colombian, Latin American or Spanish food and its application in mainstream hospitality.
- Coffee sales experience, barista knowledge or familiarity with café operations.
- Previous chef, kitchen or hospitality experience.
- Experience coordinating trade shows, exhibitions or food demonstrations.
- Spanish language skills would be an advantage.

How success will be measured

Agreed targets will cover

- Profitable sales growth and gross profit contribution.
- New active accounts and conversion to repeat purchasing.
- Product adoption on customer menus.
- Existing customer retention and range expansion.
- Qualified pipeline development and lead conversion.
- Trade show results and conversion of event leads into customers.
- Sales of agreed priority stock within margin and quality requirements.
- Accuracy of forecasting, CRM records and reporting.

What we offer
- Base salary of up to $80,000 per annum, depending on experience, plus superannuation.
- Car allowance in addition to the base salary.
- Performance-based commissions, with clear, agreed targets and opportunities to increase earnings.
- Company mobile phone, laptop and sales tools.
- Approved business travel and accommodation expenses.
- Product training and support from the Sales, Commercial and Operations teams.
- The opportunity to shape Cheeky Foods’ foodservice growth across Australia.

Pay: $80,000.00 – $105,000.00 per year

Benefits

- Employee discount
- Free drinks
- Free food
- Salary packaging
- Travel reimbursement

Education:
- Bachelor Degree (Preferred)

Experience:
- B2B sales: 4 years (Required)

Language:
- Spanish (Required)

Licence/Certification:
- Full Australian Driver License (Required)

Work Authorisation:
- Australia (Preferred)

Willingness to travel:
- 25% (Preferred)

Work Location: On the road

📌 Sales Representative – Foodservice (Truganina)
🏢 Cheeky Foods
📍 Truganina