Business Development Director – Healthcare Foodservice

Richmond Baking Company•Richmond, VA

About The Position

The Business Development Director – Healthcare Foodservice is responsible for developing and growing healthcare foodservice revenue streams through the sale of better-for-you cookies, crackers, and healthy snack products. Key customer segments include hospitals, retirement communities, senior living facilities, long-term care providers, and affiliated foodservice operators. The role is responsible for developing new markets, establishing strategic customer relationships, and converting early-stage opportunities into sustainable, long-term business.

Requirements

Proven experience in business development or foodservice sales, ideally involving brokers and distributors.
Demonstrated success launching new products, territories, or sales channels.
Ability to create and deliver effective sales presentations tailored to diverse audiences.
Strong organizational, prioritization, and time-management skills.
Bachelor’s degree in Business, Marketing, Nutrition, or a related field preferred.
Entrepreneurial mindset with comfort building new markets, broker networks, and distributor strategies from the ground up.
Strong understanding of foodservice sales, preferably within healthcare, senior living, or institutional channels.
Ability to sell value-based, nutrition-focused products to clinical and operational stakeholders.
Excellent consultative selling, negotiation, and relationship-building skills.
Self-motivated, results-driven, and comfortable working independently.
High integrity, professionalism, and credibility with healthcare partners.

Responsibilities

Develop and execute a market entry and growth strategy focused on healthcare and senior living foodservice channels.
Identify, prospect, and secure new customers for healthy cookies, crackers, and snack products, with emphasis on nutrition-forward, portion-controlled, and clean-label offerings.
Increase company revenue by opening new healthcare foodservice accounts and expanding usage within existing relationships.
Serve as the primary driver for new-market sales activity, from initial outreach through commercialization.
Build, onboard, and manage a new broker network to support healthcare and senior living foodservice sales growth in targeted regions.
Manage and optimize relationships with existing distributors, ensuring alignment on healthcare-focused product priorities, pricing, and execution.
Collaborate with internal teams to align product innovation, nutrition positioning, and packaging formats with healthcare customer needs.
Research and analyze healthcare foodservice trends, nutrition standards, regulatory requirements, and purchasing models.
Establish relationships with key decision-makers, including foodservice directors, dietitians, procurement teams, brokers, distributors, and group purchasing organizations.
Lead customer and broker presentations highlighting product nutrition, ingredient transparency, operational fit, and patient/resident satisfaction.
Coordinate new product trials, pilots, and launches within healthcare and senior living environments.
Represent the company at healthcare foodservice trade shows, conferences, and customer facilities.
Track pipeline activity, forecast sales, and provide regular progress updates on new market and distributor performance.
Transition established accounts to Sales Management and Customer Service while remaining engaged on growth opportunities.