About AFDR


AFDR is the only national professional association for foodservice distributor sales representatives (DSRs), marketing associates (MAs) or territory managers (TMs), to us, they’re all Distributor Sales Reps. 

The DSR role has become more complex and will continue to become increasingly challenging. There has never been a time when DSR professionalism has been so critical. The goal of the association is to support individual DSRs in their pursuit of their personal best and to help the distribution community as a whole by allowing DSRs the opportunity to learn from professional best practices. 

The value of AFDR is to strengthen the professionalism of the DSR community through best practices, knowledge sharing, peer-to-peer mentoring and educational opportunities. 

All foodservice distributor sales representatives (DSRs, MAs, TMs, DSMs, ISMs, SMs, etc) and or any person that works in foodservice distribution are eligible for membership. 

Allied memberships also are available for manufacturers, brokers or other companies or individuals involved in foodservice sales & marketing. 

What benefits do members receive? 

DSR Live, a lively talk show delivered via Podcast, that includes interviews with operators, top-selling DSRs and others involved in foodservice all geared toward helping DSRs "Sell More Stuff" and understanding the industry a little better. 

•Access to our searchable Product Library & Resource Center that is filled with product info, training, promotions and other valuable sales tools.

•Incentives such as cash rewards and gifts for participating in product training and industry surveys.

•Research on foodservice sales trends.

•Electronic networking to share best practices.

•Recognition through an AFDR DSR of the Month, DSR Hall of Fame awards program. 

Oversight of AFDR is provided by an all-volunteer Board of Directors that is made up of active DSRs and former DSRs. The Board directs a full-time CEO who manages the day-to-day operations. 

What AFDR is not! 

AFDR will not be a union or a political action organization. It will be extremely sensitive to the competitive nature of the DSR Sales Rep community and will not allow recruiting in its programs or activities. 


DSRLive Host Bio

"DSR Dave" Miesse

dave100pxjpgDave is the lead DSR expert and CEO managing the operations for the Association for Foodservice Distributor Representatives (AFDR), the country's first professional organization of 4,000 + foodservice sales reps.

In addition, Dave Miesse is the Host of the popular DSRLive! educational talk show for foodservice sales reps.

Dave truly understands the highly complex nature of the entire foodservice industry. He was the nation's award-winning top DSR (ID Magazine Distributor Sales Rep of the Year), selling over $12 million to street customers in 1985 (about $29 million in today's dollars).  After winning this award, Miesse found himself in the unique position of working with distributors and riding/working with DSRs, while at the same time working with brands and their sales networks.  This gave him an exceptional opportunity to help bridge the gaps between every link in the foodservice industry.  His experience has enabled him to become one of the country's most respected foodservice sales consultants for the past 20 years.

Miesse helped design a pioneering nutritional and menu-planning software application used by nursing homes, hospitals, K-12, and college foodservice operations to control prices and product specs.  Dave has managed food manufacturing sales networks and continues to ride with and educate thousands of sales reps each year. Clients have included Sysco, U.S. Foodservice, Cooper Farms, General Mills, Sara Lee, HJ Heinz, Campbell's, Unilever, Disney, Bob Evans, City Barbeque, HCR and hundreds of other foodservice distributors, manufacturers, brokers, national and regional restaurant chains and independents.

Dave also was the co-development consultant for Hewlett-Packard’s, ResourceLink.org, a coalition of food manufacturers, distributors, and food banks in a broad-based initiative to build the industry's first online exchange for surplus food. The exchange received endorsements and awards from major industry associations and the USDA.

How can I become an AFDR partner?

CLICK HERE to learn more about the innovative ways AFDR can help you communicate directly to DSRs about your products and brands. Join our stellar group of sponsors who are already leveraging the tremendous value of working with our DSR community.




Dave enjoys his faith, family, soccer, music of all types, and horse racing which has been a part of his family for five decades.

Not a member? Join AFDR!
Contact Us: DSR Dave Miesse (614) 402-0228
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