Food gifts from vendors are so welcomed that over time, customers expect annual holiday goodies. “They’re actually disappointed when they don’t receive them,” says Lauren Fox, sales manager for Valdosta, Georgia-based Fresh Beginnings (UPIC: FRES0003).

Sometimes the response is stronger than mere disappointment. Mike Shulkin, president of Chicago, Illinois-based A La Carte, A La Carte (UPIC: alacarte), says that one of his distributor’s clients, an insurance company, received numerous complaints when it switched its gift-giving plans one year.

Chocolates can be molded to any shape and size, allowing for tremendous customization. Don’t just stick to one mold; create multiple shapes and logos in chocolate and present them in a collection. Photo provided by Chocolate Inn (UPIC: CHOCINN)

“The client always sent chocolate-covered almonds to its customers during the holiday season,” he explains.

“After doing this for several years, the insurance company decided to send cookies. They were shocked to get numerous complaints from customers wanting the almonds back; they had come to expect them each year.”

Customization is another great advantage of food gifts. Shulkin says that 20 percent of A La Carte’s sales are customized.

“Confectionery items are great promotional products because everything can be customized—taste, smell, shape, texture, color and packaging,” he says.

Tasty treats also benefit distributors’ bottom line with low unit pricing and high perceived value, says Carol McClean, MAS, national sales manager for South Miami, Florida-based Richardson Brands Co. (UPIC: BEECHIES), which produces a line of mints, gourmet chocolates, nuts and Beechies gum.