Last week, I had the pleasure of going to the Universal Cookery & Food Festival. The show is unique in the fact that it is held in a different location each year – a location chosen on its ‘cheffy’ merits, with this year’s being held in Padstow on the Cornish coast, famous for its sensational seafood which came through in the central themes of the show.

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Convenience retailers rely on, trust and act on the advice of other retailers. Ask any convenience retailer and they will tell you the same. As a marketer specialising in convenience retail trade and category communications for leading food and drinks brands, reaching and influencing convenience retailers is what myself and the Jellybean team do day in and day out. Now I could write a few thousand words here in this blog and take up a lot of your valuable time labouring the point about the rise of influencer marketing, the power of peer to peer endorsement and the role of ambassadors, but I won’t. The simple fact is… and I’ll say it again… convenience retailers, rely on, trust and act on the advice of other retailers. So, it stands to reason that food and drink brands should be really collaborating with convenience retailers and making damn sure they get retailers to be the champions of their brands.

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