Our Mission

KFW Sales is an independently owned food brokrage, sales and marketing team covering the upstate NY State market. With countless years of experience in this market, we have a continued pulse on our customers with a strong understanding of their needs. In today’s tech friendly world, we believe it’s more important than ever getting face to face with decision makers. This has given us an edge over large national brokers who typically have an excess of accounts. We're small enough to be flexible in supporting all our manufacturers' needs, while also having a large enough team to achieve exceptional results. With persistence and passion for this industry we feel confident in our ability to grow your Brand too!

Meet the Team

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President/CEO

Keith Wood

Keith started KFW Sales in 2003 after working with several major Regional and National Brokers. A born leader, Keith quickly climbed to senior positions overseeing 50+ employees while providing leadership and direction. After brokerages began consolidating and it appeared only the big dogs remained, Keith used this as an opportunity to appeal to a large audience of vendors who weren't having their needs met by national brokers. Over 20 years later, KFW sales STILL represents many of the brands he began with, and they continue to grow to this day!

Vice President

Aaron Wood

After graduating college, Aaron joined KFW Sales in 2013. A decade later, he helped transcend the company and create growth in new categories. Being the future successor of KFW Sales, Aaron has a steadfast commitment to growing brands and opening opportunities with major Retailers and Distributors throughout the Northeast. Maintains strong relationships in each of our key accounts; Tops, PriceChopper and Wegmans holding a strong reputation of integrity and industry knowledge.

VP of Sales

Albert Saffire

Al has Senior level sales planning and management experience with major consumer brands. With over 40 years’ experience he has proven success in building distribution, increasing promotional effectiveness and contributing significant margin growth. A highly effective strategist skilled in selling, negotiating and achieving business results. Al has an outstanding reputation in the industry and has unparalleled success with Wegmans, previously managing over $35,00,000 in annual sales with a national Broker.

Services

·We take pride in having a diverse portfolio of fantastic companies and serve our clients with a commitment to provide value-added services founded on integrity. With this dedication, we strive to meet the expectations of our vendor partners and customers. Whether you’re an established brand or a start-up, we can recommend the best strategies for unlocking your brand’s full potential. Here is what you can expect from us:

·Headquarter Calls

·New Item Proposals

·Promotional Trade Management

·Product Development

·Customer outings/grocery events

·In-store Demo Coordination

·Marketing and Social Media alignment

·Retail Services

·Analytics and IRI Data reporting

·Category management

·Order Processing

·Deduction Management/Invoice Reconciliation

Valued Customers

Our wealth of industry knowledge and access to key resources give us a competitive edge with our customers and the ability to be nimble in difficult scenarios. We help guide our vendor partners in developing strategies and shortcuts to achieve exceptional results. We’re able to achieve this based on our long-standing relationships with key decision-makers at each of our accounts. Our goal is not necessarily to expand further out of our region but to maximize on the opportunities within. This narrowed focus allows us to stay in close touch and regularly call on each of our customers. Here is a list of our valued customers: