Tag: distribution

Complying with the law isn’t optional: the difference between a trusted supplier and a risk to your business

In the world of buying and selling first-brand stock—especially between wholesalers and importers—one reality that few mention is clear: not everyone complies with food regulations. And when that happens, the risk doesn’t just fall on the importer—it also falls on the buyer.
As responsible importers, our priority is not just moving product, but ensuring that every batch leaving our warehouse complies with all the laws and regulations that protect consumer health and our clients’ reputation.

The cornerstone: RGSEAA

At the foundation is the Registro General Sanitario de Empresas Alimentarias y Alimentos (RGSEAA), regulated by Real Decreto 191/2011. Without this registration, it is not legal to operate as a food importer or wholesaler in Spain. This document proves that the company is supervised by health authorities and meets the necessary conditions to store, handle, or distribute food.
A wholesaler should always request this document from their supplier.

More than just a number on paper

Beyond RGSEAA, we fully comply with all the European and Spanish regulations that guarantee product safety, traceability, and quality:

  • Regulation (EC) 852/2004 and (EU) 2021/382 – Food hygiene and allergen control.
  • Regulation (EC) 1935/2004 and (EU) 2022/1616 – Food contact materials and packaging.
  • Regulation (EC) 2073/2005 – Microbiological criteria.
  • Regulation (EC) 1333/2008 – Approved food additives.
  • Regulation (EC) 1169/2011 – Labelling and consumer information.
  • Regulation (EU) 2023/915 – Maximum limits for contaminants.
  • Law 17/2011 – Food safety and nutrition.

(In our internal file, we also comply with the rest of the specific regulations included in the quality commitment that our clients require: Regulation (EC) 853/2004, Regulation (EC) 1935/2004, Regulation (EC) 2073/2005, Regulation (EC) 1333/2008, Regulation (EC) 450/2009, Regulation (EC) 37/2010, Law 17/2011, Regulation (EC) 10/2011, Regulation (EU) 2021/77, Regulation (EU) 2022/1616, Regulation (EU) 2023/915, Royal Decree 773/2023, Regulation (EU) 2023/648, Regulation (EU) 2018/848 and Royal Decree 833/2014.)

What happens when compliance fails

Working with an importer who doesn’t respect these laws can have serious consequences:

  • Administrative sanctions and fines.
  • Product withdrawal from the market.
  • Damage to your business’s reputation.
  • Economic losses due to retained or destroyed merchandise.

Our commitment

While the goods are in our warehouse, it’s our responsibility that they arrive in perfect condition and in compliance with all regulations. When we hand them over to the transporter, the customer receives a product with guaranteed traceability, labelling and safety.
That’s the difference between working with a reliable importer and one who just moves boxes without assuming responsibility.

In summary

At Red Paralela, we believe that complying with the law isn’t a burden—it’s a competitive advantage. Because whenever we protect the consumer, we also protect our clients’ business.

The KPIs every HORECA distributor should track (and how to improve them)

In a business like HORECA distribution, what you don’t measure, you can’t improve. And what you measure poorly can lead to the wrong decisions.

What are KPIs?
KPIs (Key Performance Indicators) are key metrics that help you understand how your business is evolving and allow you to make decisions based on facts — not just intuition.

📊 1. Stock turnover

What it measures: the speed at which you sell your inventory.
Why it matters: the faster your stock moves, the less capital is tied up, and the lower the risk of expiry or deterioration. But be careful: if you discount too aggressively, you might lose more margin than the liquidity you gain.

What matters more? It depends on the product and your financial situation. Holding onto slow-moving stock comes with hidden costs: space, expiry risk, devaluation, and lost opportunities to sell faster-moving items. In most cases, sacrificing some margin is better than letting stock become unsellable.

How to improve it:

  • Set up automated alerts to detect slow-moving items.
  • Anticipate packaging or format changes and cut purchases early to avoid getting stuck with obsolete stock.
  • Run targeted or cross-promotions to clear slow stock before it’s too late.

💶 2. Gross margin per customer

What it measures: the actual profit you make from each customer, after product and service-related costs.
Why it matters: some customers buy a lot but barely leave you any profit.

But be careful: some low-margin customers can bring volume and visibility — especially if they’re key accounts in your area. It’s worth considering their strategic value, not just their numbers. If they help you consolidate routes or attract other clients, they might still be worth it.

How to improve it:

  • Calculate margin per order, not just per product.
  • Factor in discounts, rush orders, returns, and logistics costs.
  • Adjust service conditions or delivery frequency if a customer isn’t profitable — unless their strategic value justifies it.

🚚 3. Logistics cost per delivery and per route

What it measures: the real cost of delivering an order and the overall performance of each delivery route.
Why it matters: an individual delivery may seem profitable, but the entire route could be losing money.

How to improve cost per delivery:

  • Group deliveries by zones and days.
  • Raise the minimum order size for low-margin drops.
  • Use route optimization tools to minimize distance and time.

How to improve cost per route:

  • Treat each route as a unit: total cost, total margin, and order density.
  • Identify consistently unprofitable routes.
  • Increase sales efforts in low-density areas to gain volume.
  • Adjust delivery frequencies or combine routes with insufficient volume.

📞 4. Customer satisfaction (automated and actionable)

What it measures: the customer’s experience right after delivery, focusing on key service moments.
Why it matters: if you don’t catch dissatisfaction early, you risk losing the customer without knowing why.

How to improve it:

  • Send a short survey after each delivery, with just 3 questions:
    1. How do you rate the order handling?
    2. How do you rate the delivery?
    3. Any comments or suggestions?
  • Integrate responses into your CRM for proper follow-up.
  • Act within 24 hours if a customer gives negative feedback.
  • Use positive comments to build loyalty or strengthen relationships.

📆 5. Customer order frequency

What it measures: changes in how regularly a customer places orders within a profitable ticket size.
Why it matters: tracking whether frequency is increasing or decreasing helps you anticipate churn or double down on loyalty-building efforts.

How to improve it:

  • Define a “healthy” frequency range based on customer type and order size.
  • Set alerts for significant changes in buying patterns.
  • Reach out proactively if a customer is ordering less — ideally with a special offer or better terms. If they’re ordering more, reward their loyalty with exclusive perks.

⚠️ BONUS: Don’t track everything

More data doesn’t always mean more insight. What really matters is tracking KPIs that help you make decisions. If a KPI doesn’t lead to action, drop it.

💡 What now?

Ask yourself:

  1. Am I tracking what really matters?
  2. Am I making decisions based on these KPIs?
  3. Is my follow-up automated, or am I relying on Excel and luck?

If you have any questions about what we’ve explained, email us at info@redparalela.eu — we’ll be happy to help.

Pressure is mounting on HORECA distribution: evolve or vanish

The COVID-19 pandemic marked a turning point for HORECA distribution. What seemed like a temporary disruption has triggered a deep and ongoing transformation. Inflation, geopolitical tensions, and evolving consumer habits have further accelerated the shift.

In this new environment, digitalization and sustainability are no longer optional—they are essential for survival.

Digitalization is no longer a choice

Bars, restaurants, and hotels demand agility, transparency, and seamless processes. Distributors must automate orders, improve commercial communication, optimize routes, and access real-time data.

Digitalization is not about complexity—it’s about simplifying operations and freeing up resources to focus on what really matters: selling better.

Sustainability: from added value to purchasing requirement

Sustainability is now a purchasing criterion. Clients value local products, reduced packaging, and efficient logistics. However, some regulations—such as axle load limits or blanket emissions tolls—are making transportation more expensive without reducing environmental impact.

Being forced to use more vehicles to move the same goods, or facing rising costs without accounting for operational efficiency, can have the opposite effect. Zoning policies like Low Emission Zones can work—if they come with fair access conditions and realistic timeframes.

That’s why distributor associations must step up and ensure that new transport and mobility regulations are technically sound, economically viable, and operationally coherent. The sector must be part of the solution—not a passive recipient of poorly designed policies.

A more informed and demanding customer

Today’s hospitality professionals are more informed than ever. They compare, expect immediacy, and value personalized attention. Distributors must offer more than just products—they need to provide service, advice, and real value.

Margins under pressure

With shrinking margins and rising costs, operational efficiency is a must. Tight financial control, product mix optimization, process automation, and smart route planning are no longer optional—they are vital for profitability.

Companies that base their decisions on data are the ones that endure—and grow.

So, what now?

This is not just another crisis. It is the beginning of a new phase in HORECA distribution. And those who understand this change—and act accordingly—will lead the way.

At Red Paralela, we saw this coming and continue to grow by helping distributors adapt without losing control. If you want to evolve, we can support you with our experience and solutions.

Just reply to this message and one of our team members will get in touch. In a changing environment, having the right partner makes all the difference.

Social media for distributors: a helpful presence for your clients

In the HORECA sector, a distributor doesn’t need to look like a consumer brand. It’s not about going viral or collecting likes, but about having a clear, helpful, and professional presence that builds trust and makes it easier for clients to reach out.

Here’s how you should approach social media—without wasting your time:

✅ 1. Choose the right platforms: less is more

You don’t need to be everywhere. These are the platforms that can actually bring value:

  • LinkedIn: Ideal for showcasing brand agreements, service improvements, achievements, or industry updates. Professional and noise-free.

  • WhatsApp Business: Essential. It’s not a typical social network, but it’s your best direct channel with bars, restaurants, and local shops.

  • Instagram or Facebook: Only useful if you sell to end customers or have products that are visually appealing (gourmet, wines, cocktails…).

👉 Don’t try to compete with Coca-Cola. Your clients aren’t looking for that.

✅ 2. Your goal isn’t to sell, but to build trust

Your clients already know you or can easily find you. What they want to see on social media is that you’re active, reliable, and worth doing business with.

Content that works:

  • 📦 Real cases: “This restaurant reduced costs by switching to this product.”

  • 📌 Practical updates: schedules, delivery changes, new products with clear value.

  • 📈 Professional insights: commentary on trends or relevant industry news.

✅ 3. You don’t need a content calendar

Posting once or twice a week is enough. On social media, less and better is key. What matters is that your content:

  • Feels real

  • Is useful

  • Shows your company is active and constantly improving

✅ 4. Not everything has to be public

Often, the most effective strategy is to use WhatsApp groups or personalized messages to send your clients:

  • Product news

  • Exclusive deals

  • Updates that directly affect them

👉 Don’t obsess over visibility. Usefulness is your best marketing.

✅ 5. Avoid common mistakes

❌ Posting only photos of pallets or boxes without context
❌ Repeating generic messages like “we work with passion”
❌ Using social media as a catalog, without explaining benefits or use cases

🔚 In short:

If you want social media to help your business, make it helpful for your clients—not just for you. And if you’re not sure how to do it… it’s better to be present in a small way, but do it well.

Your Database Is Your Greatest Asset: How to Attract Hospitality Clients and Sell Without Relying on Social Media (With a Little Help From AI)

In a saturated market like horeca distribution, many businesses still bet everything on social media, thinking that’s enough to “do marketing.” But the truth is, it’s becoming harder and harder to get your message seen. Why? Because you don’t control the channel. Algorithms decide what gets shown—if anything at all—and often, not even paid ads guarantee visibility.

That’s why, now more than ever, building and leveraging your own database is your most powerful sales tool.

Why You Need Your Own Database

Because it belongs to you.
Because no one can limit your access.
And because it allows you to speak directly to the person making the buying decisions.

With a strong database of emails (and to some extent, WhatsApp or phone numbers), you can communicate without filters to bars, restaurants, and hotels. You can send updates, promotions, useful tips—or simply remind your clients you’re there.

And beyond that:

  • Email marketing still sees open rates above 30% when done right.

  • You can automate without sounding robotic.

  • And every response, click, or lack of interaction gives you valuable insight.

How to Collect Data Without Being Pushy

It’s not about asking for an email “just because.” It’s about offering something of value in return:

  • An exclusive discount.

  • A quick guide with menu ideas.

  • Entry into a giveaway.

  • A personalized product sample.

  • Or simply the promise to send up-to-date pricing and new offers.

During in-person visits, a tablet or mobile form feels much more professional than a paper sheet.

How to Structure Your Database to Make It Work

A messy Excel sheet isn’t a database.
A list of untagged emails isn’t either.

Organize your contacts by:

  • Type of establishment (bar, restaurant, hotel, catering…).

  • Geographic area.

  • Profile (modern, classic, premium, budget…).

  • Interests or product categories.

And of course, make sure you’ve obtained clear consent in compliance with data regulations (GDPR). It forces you to communicate clearly from the start—and that’s a good thing.

AI Takes Your Results Further

When it comes to artificial intelligence, we rely on the expert support of GRAU.AD, who help us apply these technologies in a practical, agile, and secure way.

Thanks to this collaboration, we can help you:

  • Automatically generate tailored messages for each type of client.

  • Identify behavioral patterns: who opens your emails, what catches interest, who’s gone cold.

  • Create personalized campaigns in seconds, including targeted offers.

  • Summarize meetings or calls automatically for better follow-up.

  • Automate workflows for onboarding, reactivation, and more—without losing your personal touch.

AI doesn’t replace your sales team. It amplifies it.

What Kind of Campaigns Work Best Today?

  • Time-sensitive offers (“Only this week!”).

  • Short emails with one clear message or product.

  • Suggestions based on past purchases.

  • Reactivation messages for inactive clients.

  • Launches or contests where your clients get exposure too.

And if email doesn’t get through, try WhatsApp—only if there’s already a relationship, and never spam.

Use Social Media to Feed Your Database, Not the Other Way Around

Instagram and Facebook are good for visibility, not for closing sales.

  • Post content that educates or adds value.

  • Include strong CTAs like “Download our free guide” or “Sign up for special updates.”

  • Move followers from public platforms to your private communication channel—as fast as possible.

Final Thoughts

A well-built database isn’t just a marketing tool.
It’s your lifeline in an overcrowded, algorithm-driven digital world.

And with the right technology, you can build, manage, and activate it faster and more effectively than ever.

👉 At Red Paralela, we help you build and structure that database—and get real results from it. And to take things even further, we trust GRAU.AD to help us integrate smart, efficient AI systems that actually work.

Key products and exclusivity: don’t let them tie your hands

When key products draw a fine line between strategy and conflict

In the HORECA distribution world, some products change everything. We’re talking about key products—high-turnover items, easily recognized by consumers, that can make the difference between winning or losing a client.

These products help you:

✅ Break into new accounts with an irresistible offer
✅ Protect your existing clients from competitor distributors
✅ Offer a complete service to clients who already buy almost everything from you… except that one product they find cheaper elsewhere

the problem: exclusivity that ties your hands 🚧

Many distributors sign exclusive agreements with brands that later become a trap:

  • The manufacturer itself leaks the product through unofficial channels and breaks the price

  • That same product shows up on platforms like RED PARALELA at lower prices

  • If you buy it elsewhere to protect your margin, the brand may accuse you of breaching the contract

is it legal for an exclusive deal to make you lose money? ⚖️

Spain’s Competition Authority (CNMC) and the courts have said it clearly: exclusivity is only valid if it actually benefits the market, not if it restricts it.

  • Spanish Competition Law (art. 1): bans agreements that limit or distort competition (like forcing you to buy expensive while others sell cheap)

  • EU Regulation 2022/720 (art. 4): if market share exceeds 30%, blocking sales outside your territory is no longer allowed

  • Spanish Civil Code (art. 1255): contracts are valid only if they don’t violate the law or public interest

Plain English: if a brand forces you to buy high and at the same time floods the market with lower prices, that clause is likely invalid—or at least renegotiable.

real cases where courts sided with the distributor 📜

  • STS 317/2017 (Spain’s Supreme Court): the supplier ended deliveries without fair notice; the court granted compensation and forced them to buy back unsold stock

  • STS 305/2007: the manufacturer sold through cheaper, parallel channels; the court ruled in favor of the distributor for lost profits and client base

  • CNMC resolution, 6 Feb 2020 (Case S/DC/0630/18): Adidas was forced to remove restrictions that blocked online sales outside the official store

client base compensation: money to cover the value of customers you generated for the brand.

what can you do as a distributor? 🧠

  1. Review your contracts: watch for clauses that restrict you without real benefit

  2. Document leaks: take screenshots, save unofficial offers, collect proof

  3. Track prices: alternative prices can help you show the harm

  4. Negotiate with facts: share the legal precedents and possible risks with the brand

And if you need access to key products without breaking your structure, RED PARALELA offers you a secure and confidential way to do it—backed by legal support.

conclusion: strategy, not submission 🎯

An exclusive agreement should not become a prison.
A brand that plays in multiple markets can’t demand blind loyalty.
Protect your margins, your client base, and your reputation—with the tools and legal backing already in your corner.

If this situation sounds familiar or you want to discuss your case, get in touch. We’re here to help.

CIPS vs. SWIFT: the new financial showdown that could redraw international trade

China is quietly advancing with a powerful alternative: the CIPS system

While much of global trade still revolves around the U.S. dollar and the SWIFT system, China is quietly advancing with a powerful alternative: the CIPS system. With near-instant transfer times, minimal fees, and a network that now connects almost 5,000 banks in 186 countries, CIPS is no longer a promise—it’s becoming a strategic reality.

And this isn’t about some distant future. In recent months, key countries have joined, a new version has been launched with digital yuan integration, and the signals are clear: if China decides to require its use for exports, many companies and governments will have to adapt—or be left out.

This article doesn’t aim to cause alarm, but to offer a clear view of what is unfolding. It’s not something that directly affects Red Paralela or most HORECA distributors, except for those who import from or export to Asia. But it is a shift that could redefine the ecosystem in which we all operate.

📊 Clear comparison: CIPS vs. SWIFT

Feature CIPS (China) SWIFT (Western consortium)
Year of creation 2015 1973
Main currency Chinese yuan (RMB) U.S. dollar (USD) and others
Transfer speed Near-instant (seconds to minutes) 1 to 3 business days
Costs Low or symbolic High, especially with intermediaries
Connected banks ≈ 4,900 in 186 countries ≈ 11,000 in over 200 countries
Messaging system ISO 20022 (from the start) ISO 20022 (transition in progress)
Intermediaries Few or none Several intermediaries
Geopolitical control People’s Bank of China West (U.S. and allies)
Digital currency integration Yes (digital yuan already tested) No (still under development)
Strategic goal Internationalize the yuan Maintain dollar dominance

🔮 What could happen if CIPS keeps gaining ground?

1. Changes in the way trade works
More international contracts in yuan, more pressure to work with Chinese or Asian banks.
👉 Especially relevant for companies importing from China.

2. Adjustment of international reserves
Central banks will start to diversify: fewer dollars, more yuan.
👉 This could affect the dollar’s value and stability.

3. Pressure on banks and payment platforms
Financial entities that don’t operate with CIPS could be excluded from some operations.
👉 Opportunity for fintechs, risk for slower traditional banks.

4. New economic alliances
CIPS opens the door to trade routes outside the dollar-SWIFT circuit.
👉 Sanctioned countries and China’s partners can boost their independence.

5. Possible Western countermeasures
The U.S. and EU could impose barriers on the use of CIPS or fast-track their own systems.
👉 A financial “cold war” may begin, with global implications.

⚠️ What does this mean for you as a distributor?

At this point, if you don’t work directly with China, there’s no immediate concern. This article is not an operational alert—it’s a global perspective on how the game board is shifting.

But it’s worth keeping on your radar. Because if the dollar loses dominance or trade routes change, the rules of the game may shift for you as well—even indirectly.

🧭 Conclusion

CIPS is not just a payment system. It’s a strategic move to redesign how money flows across the world.
And if it keeps expanding at this pace, we could soon see a fragmented global financial landscape, with two parallel circuits: the dollar-SWIFT system and the yuan-CIPS system.

At Red Paralela, we’ll keep a close eye on these developments. Because even if we don’t export to China, the global economy is a chessboard we all play on… whether we realize it or not.

Is Your New Supplier Trustworthy? Common scams and how to avoid them

Bringing in a new supplier can open doors… or become a major risk. In this article, we highlight the key points to help you determine whether you’re dealing with a reliable business partner—or heading straight into trouble.

⚠️ The Most Common Scams

In recent years, many distributors have fallen victim to scams of all kinds. Let’s name a few:

THE SMALL ADVANCE:
A supplier asks you for a “small” upfront payment (say, €2,000) to “guarantee transport” or make sure you won’t back out. Then they vanish. No delivery, no response to calls, emails, or WhatsApp messages. All you’re left with is a bruised ego and the loss of your money.

THE MASTER NEGOTIATOR:
A new supplier offers an amazing price for goods that are supposedly in the warehouse of a well-known supplier you may already work with. You send your truck, the goods are there, and you pay the new supplier. But the warehouse doesn’t release the goods—because they haven’t been paid. Complex? Yes. But it’s happened. Twice. In one case, over €30,000 was lost—by a lifelong client who was also upset because we offered a lower price to the scammer than to him. These people know how to play the system.

THE SUPER IMPORTER:
Importers or wholesalers with only a couple of days of history offer better prices than seasoned professionals with 25 years in the business. They often cause you tax problems due to VAT fraud, and tax authorities apply the subsidiary liability rule—which affects you, not them. They shut down one company and open another. Some even return to the market after a few years as if nothing ever happened.

THE GREAT EXPERT:
Others are more sophisticated, operating fraudulent triangular transactions or misusing customs/fiscal warehouses—especially with excise goods. These operations are much riskier legally. If you’re curious, we’re happy to share real examples privately.

🔍 Tools to Evaluate a New Supplier

If you decide to vet a new supplier, here are tools you should always use:

Start with basic checks to see if the supplier is even worth your time:

  • A presentable website with a professional domain.

  • Email addresses using that domain.

  • A landline number (not just mobile), with different people answering each.

  • A Google Maps business listing—verify the address and that it’s a real company.

If they pass these checks, continue with:

  • VIES: to confirm they’re registered as an EU VAT operator (especially for imports).

  • D&B (international) or Informa (Spain): for solid, detailed commercial reports.

  • Form 036 in Spain: to verify fiscal activity and address.

  • Certificate of Good Standing with the Tax Office: essential for confirming they’re current on obligations.

⚠️ You should perform VIES checks and request tax certificates before every transaction if you’re unsure about the supplier’s legitimacy.

📊 What to Look For in a Commercial Report (e.g. D & B)

  • Incorporation Year: Age suggests stability, but beware—companies can be sold to less trustworthy people.

  • Credit Opinion: A guideline for your exposure. (We suggest halving the limit, just to be safe.)

  • Recent Changes in Management: These can signal instability or the transfer of liability to an administrator who may vanish.

These checks require time, access to the right sources, and expertise to interpret.

✅ What RED PARALELA Does for You

At RED PARALELA, we’ve built a network where every supplier is validated. We handle:

✔ Solvency and background checks on every provider.
✔ Detection of risk patterns and red flags.
✔ A secure, legal, and confidential buying environment.

You can operate with peace of mind—because we do the heavy lifting for you.

🧠 Final Thought: Is It Worth Playing a Game with Unknown Rules?

A deal that looks too good can cost you dearly. And when your business and reputation are at stake, the risk is rarely worth it.

If you can access similar products—maybe at the same price, maybe slightly higher—with full guarantees, is it really worth gambling on a supplier who doesn’t play by the rules?

At RED PARALELA, we give you access to real opportunities, without putting your company at risk.

👉 Speak to your agent or access the platform to buy with confidence—risk free.

Access Key Products Outside the Official Channel

In the HORECA sector, every client matters. And keeping their loyalty often depends on one key factor: being able to supply the products that end consumers demand.

If you can’t, another distributor will. It’s that simple.

At RED PARALELA, we understand this reality. That’s why we offer a practical, secure, and legal solution that allows you to access top-brand products, even if you’re not part of the brand’s official distribution network.

🧲 Why is this crucial for protecting your territory?

Because while these products are technically available on the market, not all distributors can access them on competitive terms. And when you can’t offer them, your competitors can enter your client base, exploiting that gap to gain ground in their regular orders.

RED PARALELA gives you access to a controlled and safe parallel market, allowing you to:

🔐 Secure your existing clients – if you can supply what they need, they won’t need to look elsewhere.
🚫 Prevent your competitors from slipping in the back door, simply because you lack official access.
📈 Strengthen your position as a full-service supplier and solidify relationships with every venue.

💡 How does it work?

Through RED PARALELA, you can:

✔️ Buy top-brand products without going through the official channel
✔️ Access prices lower than the traditional route
✔️ Operate with absolute confidentiality, without exposing your name or compromising your supplier relationships

Our network of over 600 trusted operators allows you to buy with full legality and total discretion.

🎯 Advantages that make the difference

✅ Keep your clients protected from competitors
✅ Respond to real consumer demand, without delays
✅ Maintain control over your zone and customer base
✅ Secure key products that keep you commercially relevant

📢 Have you ever lost a client because you couldn’t offer a specific product?

👉 Discover how RED PARALELA can help you protect your business.
Get in touch with your agent or log in to the platform.