For B2B foodservice brands, social media can feel like a tricky space. It’s easy to get caught up in static product shots, text-heavy images and overly polished content… all of which ultimately don’t resonate.
But influencers who thrive in the food world know how to spark online conversations, engage audiences and create lasting impressions, so we asked them directly for advice.
We spoke with Alex Shroeder (@devourdc, 277K followers on Instagram) and Samuel Baek (@califoodventure, 96.1K followers on Instagram) via our Brilli platform. They offered some refreshingly simple guidance: stop trying to be perfect, use more video and tell more human stories.
Access more insights from Alex and Samuel on Nations Restaurant News on how restaurants can create content that gets customers to click, save and share.
More People, More Storytelling, More Video
Too often, B2B foodservice brands think like vendors first. But today’s audiences crave more than a product pitch. They want insight, stories and personality.
“The biggest miss I see is not posting enough storytelling content, especially videos,” said Shroeder. “It doesn’t all have to be a polished product shot. Show behind the scenes, tell the story of your space, highlight the people behind it. That’s what builds actual connection. Real always beats perfect.”
Baek agreed wholeheartedly, adding that “People connect with people, not products. Even if you’re B2B, show the team, the customers, the process—anything that brings a human face to the brand. Keep it storytelling-focused. No one wants to watch a PowerPoint on Instagram.”
Whether it’s showing how fresh ingredients are managed back of house, spotlighting chefs, or sharing customer testimonials, putting the focus on people will better position your brand in the long run and forge deeper connections.
“The most engaging B2B content isn’t just pushing product, it’s sharing insights, telling stories, and spotlighting people in the industry. Make it educational, relatable, or even funny. Don’t be afraid to show personality,” said Shroeder
B2B Foodservice Brands Excelling on Social Media
Even with that advice, standing out on social media can feel like an uphill battle. How do you make industrial kitchen equipment or bulk food supplies engaging?
Here are nine B2B foodservice brands that have done the hard work to figure it out and constantly publish relatable and helpful content:
1. Tourlami (Avg Engagement Rate = 9.57%)
Tourlami spotlights its premium vegan butter, pairing product photography with personal experiences from its founder. Their approach puts a face to the brand, celebrates craftsmanship and inspires chefs and operators with new ways to elevate vegan baked goods.
2. Stanislaus Tomatoes (Avg Engagement Rate = 5.7%)
Stanislaus Tomatoes weaves together stories of multigenerational farming, vine-fresh flavor and restaurateur partnerships, spotlighting the meticulous care—from field to can, seed to sauce—that elevates their tomato products into trusted kitchen essentials.
3. Alaskan Salmon Company (Avg Engagement Rate = 5.37%)
Alaskan Salmon Company leans into storytelling around sustainability, quality and origin. Their content underscores the value of wild-caught salmon, celebrating the fishermen, the waters and the chefs who bring this premium ingredient to the plate.
4. Bruno Fine Foods (Avg Engagement Rate = 5.02%)
Bruno Fine Foods celebrates authentic flavors and culinary heritage. Their content often spotlights artisanal products, specialty imports and customer stories, reinforcing their role as a connector between traditional producers and modern chefs.
5. Chef Essential (Avg Engagement Rate = 2.12%)
Chef Essential positions itself as a go-to brand for culinary tools and ingredients, with content that highlights kitchen efficiency and professional creativity. By featuring chefs at work and showcasing practical applications of their products, they connect utility with storytelling.
6. North Coast Seafoods (Avg Engagement Rate = 2.05%)
North Coast Seafoods blends employee spotlights, cooking tips and education on ocean stewardship. By spotlighting both the fishermen and the culinary professionals who use their seafood products – mixed with the occasional humor – they position their brand as a superior and relational supplier.
7. Land O’Lakes Foodservice (Avg Engagement Rate = 2.03%)
Land O’Lakes Foodservice highlights the versatility and quality of its dairy products through chef-driven recipes and customer collaborations. Their feed emphasizes flavor, innovation and the trusted reputation of their brand while spotlighting the foodservice professionals who bring dishes to life.
8. Bondi Produce (Avg Engagement Rate = 2.03%)
Bondi Produce celebrates fresh, seasonal ingredients and the chefs who use them. Their content highlights culinary inspiration, recipe innovation and the value of quality produce. Plus, they’re not afraid to weave in some humor.
9. Grande Cheese (Avg Engagement Rate = 2.00%)
Grande Cheese excels at featuring its pizzeria customers, turning their success into compelling content. By showcasing their customers in action, they demonstrate product value while celebrating the foodservice professionals who choose their brand.
More Social Media Advice for B2B Foodservice Marketers
Many B2B foodservice brands see what others are doing well on Instagram but struggle to translate that inspiration into their own content strategy. The key is to know your customer deeply and build a strategy based on their needs and preferences.
Here’s how to do that:
Understand Your Audience
Audience insights are the foundation of your social strategy. Go beyond basic demographics to uncover what truly drives your customers’ behavior online. Expand existing personas to reflect social media habits, preferences and motivations. For example:
- Segment by Industry – content should differ whether you’re targeting K-12, large chains, independent operators or cruise lines. Define your different audience segments and what each cares about so you can appeal to them directly.
- Segment by Role – chefs, distributors, operators and procurement professionals all use platforms differently. Align content types with how each group engages.
- Factor in Generational Preferences – even within the same segment and role, younger buyers may favor short-form, behind-the-scenes video, while senior buyers may respond to thought leadership.
- Audit Social Behavior – identify which platforms your targets spend time on, what content formats they like and which influencers or industry voices they follow.
- Know Pain Points & Aspirations – understand specific challenges and areas of excitement. Read industry forums like Reddit, talk to your sales team and reference prospect interviews to nail these down.
- Watch Competitors, Find White Space – note what resonates in the industry, but position your brand uniquely around areas competitors overlook.
Define Your Core Story Pillars
Think of your social content as an editorial calendar, not a product catalog. Identify storytelling pillars that balance brand goals with audience interests. Ladder all social content back to these guidelines. For example:
- People & Partnerships – spotlight chefs, distributors, founder stories, staff and customers who make your brand successful and are relatable.
- Education & Insights – share tips, trends, and behind-the-scenes processes that help foodservice professionals work smarter.
- Inspiration & Innovation – showcase menu applications, recipes or product innovations that spark creativity.
- Values & Vision – emphasize sustainability, heritage or mission-driven practices that differentiate your brand.
- Comedy & Relief – memes that connect on a personal level and show understanding of audience pain points.
Build Video into Every Pillar
Not everything you post needs to be a video, and when you do, it doesn’t have to be a high-budget production. But video should be baked into your strategy. Reels, Stories and even short iPhone-edited clips carry outsized impact in foodservice because they show process, emotion and reactions. Some starter ideas:
- Micro-demonstrations: 15- or 30-second plating techniques or equipment hacks.
- Day-in-the-life: a chef preparing for service, a distributor handling orders, time-lapse clips, or a behind-the-scenes factory moment.
- Customer features: quick testimonials or walkthroughs of how your product shows up in their kitchen and solves business problems.
- Trend takeaways: 30-second explainers on foodservice trends with excitement and actionable insights on how to apply.
Repurpose Smartly for Longevity
Even when the value of social media is known and leadership buys into the strategy, not every team has the bandwidth to constantly produce new content. The goal should be efficiency—maximizing the life of your best stories across platforms.
- A single chef feature can become: a Reel, a carousel of quotes, a LinkedIn thought-leadership post, an email spotlight.
- A trade show demo can: be cut into snackable Reels, turned into an evergreen case study and revisited in a seasonal campaign.
- User-generated content (UGC) from chefs or partners can: be reshaped into highlight reels or story takeovers.
Get Started with Social Media
The foodservice manufacturers, suppliers and distributors excelling on social media all do three things: understand their audience, commit to storytelling and embrace video.
They know buyers want more than a sales pitch and would rather see the people behind your brand, learn from your expertise and be inspired by your vision. Every piece of content is an opportunity to show you understand their world, not just push your products.
Start small, stick to a strategy and keep your content human. As our foodie influencer partners shared, real beats perfect every time.