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About Prime Roots

Prime Roots is the \"NewSchool Deli\" brand. We are on a mission to evolve deli culture by crafting award-winning, plant-based deli meats that deliver the same texture, sliceability, and flavor as traditional proteins. As we expand our footprint across Canada, we are looking for a high-energy, tech-savvy, and culinary-minded Sales Manager to lead our growth in the North.

The Role

As the Sales Manager for Canada, you will be the primary driver of our market expansion. This is a high-impact, \"hunter\" role that requires a blend of culinary passion, protein sales expertise, and modern digital fluency. You will be responsible for the full lifecycle of a customer—from the first digital touchpoint and in-person cutting to the logistics of sample support and final merchandising.

Key Responsibilities

Market Expansion: Own and execute the sales strategy for both Retail and Foodservice channels across Canada.
Tech-Driven Sales: Leverage a modern sales stack, including CRM platforms and email automation tools, to maintain a highly organized and scalable pipeline. You must be able to independently run sequences and manage data.
Tradeshow Leadership: Attend and lead the brand’s presence at major industry tradeshows. Manage everything from booth setup and live demonstrations to the critical post-show lead follow-up process.
Protein Expertise: Conduct product cuttings and demonstrations. Use your background in protein sales to articulate the quality, texture, and culinary applications of our deli meats.
Sample & Launch Support: Directly manage and support the sampling process for prospective accounts, ensuring product arrives in peak condition and is presented professionally to decision-makers.
Distributor & Broker Leadership: Manage relationships with key food distributors and oversee broker networks to ensure Prime Roots is a top-of-mind priority.
National & \"Street\" Sales: Strategically target and win National Accounts while maintaining the \"street business\" hustle required to secure local independent delis and restaurants.
Marketing & Merchandising: Work on-site with customers to implement merchandising and localized marketing tactics to drive consumer trial and velocity.
In-Person Connection: Travel extensively (up to 75%) to meet customers in person, set up new accounts, and build lasting face-to-face relationships.

Qualifications & Requirements

Experience: 5+ years in Food Sales, with a strong preference for experience specifically in protein or meat categories.
Technical Proficiency: Highly organized and proficient in using technology to scale, including CRM management and digital communication tools for automated email sequences.
Culinary Background: A genuine passion for food and a solid culinary or food industry background. You must understand kitchen operations and how to speak the language of chefs and deli buyers.
Broker & Distributor Management: Proven track record of working with food distributors and managing third-party brokers to hit sales targets.
Omnichannel Success: Proven experience balancing large-scale national accounts with independent \"street\" business.
Location & Language: Ideally based in the Greater Toronto Area (GTA). Bilingual (English/French) is a significant asset.
Mobility: Must be willing to travel up to 75% of the time across Canada to meet customers and set up accounts.

Who You Are

The Organized Hunter: You love the thrill of closing a deal and use digital tools to ensure no lead ever falls through the cracks.
A Food Enthusiast: You are genuinely passionate about innovation in the food industry and can talk \"protein\" with the best in the business.
A Relationship Builder: You thrive on in-person interaction, whether it's at a high-traffic tradeshow or a local deli counter.
Self-Directed: You are comfortable working remotely and managing a heavy travel schedule with minimal oversight.

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