Who is Fable?

Fable's mission is to make food healthier and more sustainable, by making delicious food from mushrooms. Fable is reimagining mushrooms, improving their texture and elevating their natural flavors and nutrients to become a succulent, umami-rich culinary protein. Made with simple and natural ingredients, and strictly free from GMO, preservatives and artificial ingredients. It’s real food, real mushrooms – but better.

Since launching in the US, Fable has built a strong presence across foodservice, and we’re looking for a talented sales leader to build sales on the West Coast - California, Oregon, and Washington.

The role

Our Foodservice Sales Manager will be the face of Fable on the West Coast. You will drive new business by engaging with chefs, distributors, restaurant operators, and food management companies to help them understand our product range and how it fits on their menus. You’ll manage the full customer lifecycle; from sampling and menu ideation through to deal negotiation, onboarding, and marketing activations.

We see the West Coast as a major growth market for Fable, so there is significant scope for this role to expand as our business grows.

Your responsibilities

New business sales: develop and own key foodservice relationships across the West Coast; from identifying ideal target customers through to end-to-end sales activities including pitching, sampling, kitchen demos, follow-ups, and onboarding. A proven ability to drive and convert pipeline is essential.

Drive demand: manage existing accounts, helping them position Fable on-menu and driving consumer demand at the venue level.

Distributor partnerships: Work with distributors including independent and national broadliners to maximise Fable’s presence; including sales team enablement, promotions, and ranging programs.

Lead out broker network: engage our broker team in the West Coast markets to target the right accounts and grow sales.

Strategic collaboration: Work with Fable’s Marketing, Operations, and Sales leadership to shape regional sales strategy, annual business plans, and operating budgets.

Brand events: Represent Fable at trade shows, chef events, and while foraging for mushrooms.

Experience and skills

Minimum 5 years of foodservice sales experience, with a track record of hitting and exceeding targets.

Deep knowledge of foodservice operators, chains, and distributors on the West Coast.

Strong analytical and creative problem-solving skills; excellent written and verbal communication.

Experience with contract negotiation, business reviews, and account management.

Strong culinary skills preferred.

A genuine passion for food.

Self-starter, natural collaborator, disciplined executor; comfortable working remotely as part of a global team.

Exemplary written and spoken English.

Compensation and benefits

Competitive base salary + performance bonus

Equity participation in a high-growth, mission-driven company.

Health benefits through Justworks.

3 weeks paid vacation (3 days mandatory leave between Christmas and New Year)

Monthly cell phone allowance.

Laptop provided.

How to apply

Please apply through LinkedIn. Any questions, reach out to jidavis@fablefood.co

Fable Food Co

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Foodservice Sales Representative (West Coast)