Rovshan Rasulov, an entrepreneur based in Miami, has set his sights on revolutionizing the foodservice industry. His ambitious goal is to disrupt the traditional supply chain by creating an online platform that allows U.S. restaurateurs to directly connect with food producers, eliminating the need for intermediaries. Rasulov believes that the current system is opaque and stressful, and he is determined to bring about change.
With over 25 years of experience in the food supply industry, Rasulov began acquiring IP/software solutions in 2017 to streamline processes. After numerous tests and trials, he developed an automated one-click direct trading platform, which led to the creation of Rgand.com in 2020. This platform, known as Rgand Marketplace, offers access to over 10,000 registered restaurants and hotels, allowing them to purchase directly from producers with just one click.
Rasulov’s innovative approach includes the launch of the Direct Trade Foundation (DTF), a new set-up designed to support smaller food producers in entering the U.S. market. DTF will provide mentoring, guidance, and training to help suppliers overcome entry barriers and navigate the complexities of the foodservice industry. Rasulov hopes that DTF will unlock significant opportunities for these producers by connecting them directly with restaurants and hotels.
Challenges in the Foodservice Industry
The foodservice industry in the United States faces numerous challenges, including rising food costs and labor expenses. The National Restaurant Association reported that 38% of operators experienced unprofitable businesses last year, with profitability remaining a challenge. Rasulov aims to address these challenges through Rgand and DTF by offering support to producers and streamlining the supply chain.
The Direct Trade Foundation plans to select only 50 suppliers annually, committing $100 million over three years to support producers with innovative products and market potential. DTF will act as an accelerator, providing technological tools, logistical support, and financial backing to help producers launch and scale their products successfully. By reducing upfront costs and offering resources for market entry, DTF aims to empower producers to become effective sellers in the U.S. restaurant market.
One of the key obstacles that DTF aims to address is the visibility of products in the market. Through initiatives like the Sample Box Marathon program, producers can provide product samples to chefs at restaurants, increasing brand recognition and trust. Rasulov shared a success story of a Turkish confectionery producer who gained traction in the U.S. market by participating in the sample box program, resulting in multiple orders from restaurants and hotels.
Rasulov envisions the Direct Trade Foundation making a substantial and lasting impact on the U.S. restaurant industry. By eliminating intermediaries and connecting producers directly with buyers, DTF is poised to transform how global food producers engage with one of the world’s most dynamic markets. Rasulov’s innovative approach and dedication to reshaping the foodservice industry reflect a commitment to driving positive change and fostering opportunities for producers and restaurateurs alike.
Leave a Reply