Podcasts

The Art of Building a Brand for Foodservice

| November 11, 2025

| November 11, 2025

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This Episode is Sponsored by: Performance Foodservice

How important is it as a food distributor to build a brand for foodservice – especially since consumers may never see or recognize it? Mike Seidel, vice president of procurement at Performance Foodservice Corporate, shares how the company views the development of its existing foodservice brands, including Roma and Contigo, and how they helped in the creation of its most recent Mediterranean concept Zebec. 

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More about Mike Seidel:
Michael Seidel is the corporate Vice President of Procurement for Performance Foodservice, one of the largest broadline foodservice distributors in the country. “Mike” brings to his role 28 years of sales, procurement, and leadership experience within the foodservice industry. In 2025, Mike is celebrating his fourteenth year with Performance Foodservice.  

Over the course of 14 years from 1997, Mike held multiple sales and procurement roles at a Sysco operating company including Marketing Associate and Vice President of Merchandising and Marketing.  

Mike served as a member of the Executive Board of Directors for the National Fisheries Institute (NFI) and was recently reappointed to the Board of Directors for NFI, to a term ending in late 2027. Mike currently serves as a board member of Circana Supply Track. Mike is an elected Manager of NFI’s Better Seafood Board and is on the planning committee for the Global Seafood Market Conference (GSMC). Mike, annually, co-hosts or participates in GSMC panelist discussions. Mike is a delegated member of the Procurement Council for the Independent Procurement Alliance Program (IPAP).  

During his career, Mike has testified before the U.S. International Trade Commission, on three occasions, regarding certain ripe olives and shrimp. Mike is an active speaker/presenter for various foodservice industry events. 

He is married, lives in the Richmond, Virginia area, and has four children and one grandchild.  

More About Performance Foodservice:
Performance Foodservice is one of the nation’s largest foodservice distributors, delivering quality ingredients, reliable service, and on-time consistency. With 125,000+ products and 67 distribution centers, we serve over 100,000 customers coast to coast. From restaurants and hotels to schools and healthcare, operators trust us for both food and non-food essentials that keep kitchens running. Backed by a best-in-class fleet and passionate associates, Performance Foodservice is more than a distributor—we’re your partner in growth and success. 

Learn more: http://performancefoodservice.com/  

More About Zebec:
Zebec is Performance Foodservice’s exclusive brand of specialty Mediterranean foods and ingredients, inspired by the 16th-century sailing ships that once carried flavors and traditions across the sea. Just like those fast, agile vessels, Zebec delivers authentic spices, bold flavors, and versatile ingredients that make it easy for operators to bring the Mediterranean to their menus. From falafel to grilled chicken skewers, every item is crafted with quality and convenience in mind—helping passionate restaurateurs, whether inspired by global traditions or family roots, add an exciting Mediterranean twist to their offerings. With Zebec, a bold upgrade to the menu is always within reach. 

Learn more: https://www.performancefoodservice.com/Products-and-Services/Our-Family-of-Brands/Zebec