Confit Foodservice Consulting

Confit Consulting is a fractional foodservice leadership and consulting firm founded by Anna Dair, a seasoned industry executive with more than two decades of experience across the foodservice channel. The firm specializes in helping emerging and growth-stage food and beverage brands build, launch, and scale their foodservice businesses without the overhead of a full-time senior hire. Operating as a fractional VP of Foodservice, the company takes on both strategic and operational responsibility, making it a hands-on partner rather than a traditional advisory firm that simply delivers recommendations.

Confit Consulting works primarily with CPG brands that have established a retail presence and are looking to expand into foodservice as a complementary revenue channel. The firm serves brands entering the foodservice market for the first time, as well as those that have achieved placement but are struggling to generate meaningful velocity. Target segments include restaurants, hospitality, corporate dining, cafes, and higher education.

The firm's service offerings fall into three core engagement types. Fractional Foodservice Leadership is designed for brands ready to invest in channel growth; in this model, Confit Consulting sets the overall strategy, onboards and manages distributor and broker relationships, builds a sales pipeline and metrics framework, and actively pursues key accounts. The Expansion and Velocity engagement is tailored for brands already in the channel but underperforming, addressing stalled growth through distributor management improvements, pricing refinement, and preparation for geographic expansion. The Foodservice Go-to-Market Plan is a fixed-scope engagement that delivers a comprehensive entry strategy, including ideal segment targeting, channel-specific pricing and positioning, target account identification, and sales materials.

What distinguishes Confit Consulting from conventional consultancies is its founder's direct, operational background on both the brand and distribution sides of the foodservice industry. Anna Dair previously served as Director of Foodservice at Straus Family Creamery, the well-known organic dairy brand, where she built the company's foodservice division from the ground up, owned the P&L and team, and grew the business nearly tenfold. She also held sales leadership roles at Ground Control, a coffee equipment manufacturer, and at Niman Ranch, a pioneer in premium and humanely raised meats. This breadth of experience across established CPG companies and early-stage startups gives the firm a practical, results-oriented perspective on the unique challenges and economics of the foodservice channel.

Confit Consulting is headquartered in Oakland, California, and serves food and beverage brands navigating the distinct pricing, distribution, and sales dynamics that differentiate foodservice from retail.