Our Mission

KFW Sales is an independently owned food brokerage, sales, and marketing firm serving the Upstate New York market. With decades of combined experience in this region, we maintain a constant pulse on our customers and a deep understanding of their evolving needs. In today’s technology-driven world, we believe there is no substitute for face-to-face engagement with key decision-makers. Our consistent in-person presence sets us apart from large national brokerage firms that often manage an excess of accounts and lack the ability to provide focused attention. We are intentionally structured to deliver the best of both worlds—small enough to remain agile, responsive, and hands-on in supporting our manufacturers, yet large enough to provide the resources, coverage, and expertise necessary to drive exceptional results. Our persistence, industry relationships, and genuine passion for what we do position us as a true growth partner. We are confident in our ability to build your brand, expand distribution, and accelerate sales throughout the Upstate New York market.

Meet the Team

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 players 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 it 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 exceed 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 deep industry expertise and access to key resources give us a distinct competitive advantage and allow us to remain agile in challenging situations. We work closely with our vendor partners to develop effective strategies and streamlined solutions that deliver exceptional results.

These outcomes are made possible by our long-standing relationships with key decision-makers across our accounts. Rather than expanding beyond our region, our focus is on maximizing opportunities within it. This concentrated approach enables us to maintain close relationships and stay consistently engaged with each of our customers.

Below is a list of our valued customers: