Build the direct relationship layer for Australian foodservice.
A clean, controlled ecosystem for Heinz to connect with chefs, operators, distributors and hospitality teams — through community, content, moments, first-party data and measurable participation.
Not another app.
A relationship engine.
The meeting kept returning to one core truth: foodservice has deep relationships, but limited direct visibility.
What manufacturers know
Product movement, distributor partners, broad venue relationships and campaign activity.
What remains hidden
Who the chefs are, what operators need, what staff engage with, which content drives intent and what future products the market wants.
A triangular model that protects the distributor.
Food Peeps is not designed to bypass distributors. The model works when the manufacturer, distributor and end user are valued together.
Manufacturer
Builds community, content, category insight, product education and direct engagement.
Distributor
Remains protected, relevant and empowered as a trusted relationship owner.
End User
Receives value through experiences, offers, education, recognition and community.
Food Peeps
Provides the permission-based platform, data firewall, segmentation and engagement infrastructure.
Stay local for the next 24 months.
The platform can think globally, but the commercial focus should remain Australia-first while the ecosystem, data model and partner framework mature.
Build the audience first. Then the insight becomes valuable.
At 2,500 members, reporting is directional. At 25,000+ members, segmentation, engagement scoring, polls and profile enrichment become commercially useful.
The operating system for Heinz engagement.
Each module has a specific commercial job: acquire, retain, understand, activate or prove impact.
A branded industry home, not a social media feed.
Heinz can house product launches, Taste Taps, mayo content, chef challenges, event activity, distributor cook-ups, polls and education inside a controlled hospitality environment.
- Public social drives awareness.
- Food Peeps captures participation.
- Communities build the relationship.
- Engagement scoring shows what matters.
What’s live
Lead with experiences that people choose to enter.
Taste Taps
Turn a front-of-house asset into competitions, venue showcases, staff content and measurable product engagement.
Chef Challenges
Move existing chef content from passive views into tracked entries, submissions, votes and follow-up.
Partner Rewards
Use experiences such as meals, tickets, events or limited offers to create opt-in participation.
Sales Enablement
Give reps and distributors a live environment they can send to cafés, bars, restaurants and pubs.
Turn three days of event spend into a 365-day funnel.
Fine Food has scale and database power. Other foodservice events may have stronger domestic audience fit. The best partner is the one that provides audience access, registration integration and year-round engagement potential.
Consortium
Six to ten aligned partners take shared space, create an immersive experience and use Food Peeps as the comms layer.
Digital Twin
The physical stand ends after the show. The digital version continues with offers, content, events and follow-up.
Use the networks that already exist.
Internal Sales
Train reps, incentivise sign-ups and make Food Peeps a practical support tool.
Distributors
Select priority distributors, give them protected channels and let them engage their customers.
Agencies & Creators
Activate hospitality audience brokers such as food creators, agency portfolios and venue networks.
Choosy
Use recruitment and placement networks to reach hospitality workers at scale.
FSAA
Potential industry-body channel for events, communications and broader credibility.
Trade Shows
Use event audiences and registration moments to capture ongoing members.
Simple phases. Clear commercial outcomes.
Foundation
Set Heinz community structure, audit content, define data fields, identify distributor and sales pilot groups, prepare Fine Food pathway.
Pilot
Launch acquisition campaigns, test Taste Taps or chef challenge, activate first distributor cohort, measure content and source tracking.
Scale
Expand communities, integrate trade show activity, deepen reporting, build partner consortium, increase member quality and volume.
Compound
Move from early participation to meaningful category intelligence, field-team enablement, NPD feedback and industry relationship ownership.
Supporting detail held bottom-left by design.
Operational depth, examples and implementation logic can sit behind the core story without cluttering the main experience.
Detailed Food Peeps capabilities and partner licence structure.
Fields, surveys, segmentation, profile enrichment and reporting logic.
Data firewall, channel protection and distributor community design.
Heinz assets, current relevance, product status and repurposing priority.
Fine Food, Food & Hospitality Week, consortium and digital twin model.
Choosy, FSAA, agencies, creators, Rank One and hospitality networks.
Taste Taps, mayo launch, chef challenges, distributor cook-ups and rewards.
Founding partner options, pilot structure and year-one / year-two value path.