Miami-based entrepreneur Rovshan Rasulov has set his sights on transforming the foodservice industry with his innovative online platform, Rgand Marketplace. Rasulov aims to revolutionize the traditional supply chain by eliminating intermediaries and enabling direct trade between U.S. food producers and restaurateurs. His vision to streamline the process and create a more efficient marketplace challenges the existing system that he describes as „opaque and stressful.“
With over 25 years of experience in the food supply industry, Rasulov embarked on his journey to optimize processes in 2017. After rigorous testing and refinement, he launched Rgand.com in 2020. The platform offers a one-click solution for restaurants to purchase directly from producers, eliminating the need for multiple transactions before reaching the end buyers. The Rgand Marketplace boasts access to over 10,000 registered restaurants and hotels, offering a direct connection that bypasses traditional distribution channels.
Rasulov’s ambitious endeavor extends beyond just connecting producers and buyers. The creation of the Direct Trade Foundation (DTF) signals a commitment to mentor and support smaller food producers looking to break into the U.S. market. While the primary focus is on suppliers from core markets, companies from regions like Cyprus, Greece, Turkey, and Ukraine are encouraged to participate. DTF aims to guide these suppliers through the entry barriers into the competitive U.S. hotel and restaurant market, offering training, logistical support, and financial backing.
The current landscape in the foodservice industry presents challenges for profitability, with rising food costs and labor expenses impacting operators‘ bottom line. Rasulov envisions Rgand and DTF as catalysts for change, providing a platform for producers to showcase their products and gain visibility in a crowded market. By nurturing innovation and market impact, DTF aims to support producers in effectively engaging with restaurants and hotels while offering high-quality products at competitive prices.
The Direct Trade Foundation’s selective approach to partnering with suppliers ensures that only 50 producers will be onboarded annually, with a substantial financial commitment over three years to support their growth and market entry. The foundation acts as an accelerator, providing essential resources and tools to help producers establish a foothold in the market. By covering operational costs and offering logistical, marketing, and product certification support, DTF enables producers to focus on selling their products and expanding their reach.
Rasulov’s vision for Rgand Marketplace goes beyond just connecting buyers and suppliers. By facilitating direct trade, eliminating intermediaries, and offering mentorship and support to small producers, he is driving a paradigm shift in the foodservice industry. Through DTF’s innovative programs like the Sample Box Marathon, producers can gain visibility and recognition, paving the way for long-term success in the competitive U.S. market. With a focus on sustainability, innovation, and collaboration, Rgand Marketplace is poised to transform the way food producers engage with the dynamic restaurant industry.
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