This article aims to investigate the management of a multiple-channel distribution by relevant Brazilian food industries. An exploratory study was conducted in two stages: distance interviews with supply chain managers (six companies), followed by face-to-face interviews (in two companies selected from the initial sample). The study highlights the food industry’s search to distribute its products through a combination of two retail formats (large and small/medium) with at least one more channel, with a positive trend in the use of alternative formats, including direct marketing. Corroborating the central premise of the study, the field research indicates that the management of multiple channels reveals a strategic decision to the food industry, helping it better address the comparatively large power of large retailers. Additionally, the food industry can potentially increase market coverage and sales customization and provide better service for the clients.
Strategy; Distribution channel; Power; Retail; Food industry
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