August 2011: Gary Borcherding,
Farner-Bocken

DSR Experience: 25 Years
Annual sales:: $4.5 million
Active Accounts: 60
Avg. line items/stops: 40
Territory: Northwest Iowa
Favorite account type: Independent restaurants
What helps sell more stuff: Product knowledge
How to learn about products: Sales meetings, internet
Favorite Website: MonkeyDish.com
Hobbies: Golf, Woodworking
Favorite Brand: McCain

Gary Borcherding, a 25-year foodservice sales veteran has learned to appreciate even the smallest accounts.

Knowing the right way to manage them so the small customers are still profitable is the trick.

Gary has figured out the formula... now writing $4.5 million for Farner-Bocken in a highly rural territory of Northwest, Iowa.

"I've had it happen several times when a small account eventually grows into a big account."

Gary has been inducted into the AFDR Hall of Fame for August 2011.  In this first part of a multi-part interview, Gary and DSR Dave Miesse also yak about the growing C-store business and the future of food shows.