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How Palmer is equipping reps and operators with modern tools to win in the age of AI

Palmer Food Services is a major distributor across Upstate New York, supplying the region’s best restaurants with premium ingredients — including more Certified Angus Beef poundage than any other independent purveyor in the Northeast. The company has embraced new technologies and selling strategies to empower its team and customers. “They are trying to move into the future,” says Bryan Vicarro, a DSR turned DSM at Palmer. “They’re willing to embrace technology, and that’s what makes them such a great company to work for.”

Key Outcomes

From Fish Market to Future-Ready Distributor

Having an AI-powered growth platform transforms the business

Equipping Reps with the Pepper App

High adoption allows reps to create and manage their own workflows

Streamlined Operator Experience

Having the fastest app experience means operators purchase more

Building Relationships that Last

Reps help operators understand all-in menu costs - saving $5 per plate in some cases

See Their Stories

Meet the team

Written By

Pepper Team

Published

September 15, 2025

Problem

Palmer's Customers Prefer Ordering Online

As part of Palmer’s digital transformation, the company rolled out the Pepper app to its frontline sales reps and customers. For reps, Pepper is a tool that makes prospecting easier and more effective.

“The ease of use of the Pepper app is a great selling tool,” explains Bryan. “We can compare it to other online platforms operators already use, and people immediately get it. In fact, we’ve heard from prospects that some of the big-box competitors’ apps aren’t nearly as good, which makes Pepper a differentiator for us.”

With Pepper in hand, Palmer’s reps can focus less on manual order-taking and more on consultative selling — showing operators new products, suggesting cost-saving alternatives, and helping them run better businesses.

Solution

Streamlined Operator Experience

For operators, Pepper has become an extension of their kitchens. Brian Simmons, the Chef/Owner at Yard of Ale in Pifford, New York. Simmons has worked with Palmer for more than a decade, noting that switching to premium ingredients suggested by DSR Bryan has changed how he runs his restaurant. According to Bryan, “We don’t even talk about price anymore. What matters is the value we can deliver to guests.”

Other operators point to Pepper as a time-saver. “Out of all the online ordering options I have, it’s the best,” according to John at Big Tree Inn. “With Palmer’s app, I can quickly reorder, track past items, and avoid wasting time digging through clunky catalogs like I do with smaller distributors.”

Even small changes, like a cooked bacon solution for a banquet hall or a new smoked tri-tip for a pizza special, often make a big impact when paired with the right technology and trusted relationships.

Results

Building Relationships that Last

Palmer’s success lies in how technology amplifies the personal touch of its sales team. Cold calls turn into long-term partnerships, as reps like Brian invest in understanding each operator’s unique needs.

“Palmer has always treated us well,” Chef Simmons shared. “But our rep has gone further — introducing new products, saving us $5 per plate on dishes we serve thousands of times per year. That’s huge in our world.”

For Palmer, technology like Pepper isn’t replacing relationships. It’s strengthening them. By giving reps and customers smarter tools, Palmer continues to prove why it’s not just a family business with deep roots — but a Distributor of the Future.