Arsenault Sales LLC is a sales consultancy for food manufacturers and brands. Founder Paul Arsenault works alongside owners, operators, and their teams to set a clear sales strategy, tell a retailer-ready story, and build lasting distribution in the US and Canada.
A plan grounded in where the business stands today and where it wants to go, with the opportunities, the obstacles, and the long-term view laid out.
Clean, confident presentations that stay true to the brand and give buyers insights they can act on.
Honest, direct communication with buyers, brokers, and cross-functional partners.
Category insights and consumer trends translated into simple, practical next steps.
We keep the work simple, collaborative, and personal. No corporate jargon and no overcomplication. Clients get thoughtful guidance, honest conversations, and a commitment to growth that is aligned and sustainable.
Arsenault Sales takes on a limited number of partners at a time. That is a deliberate departure from the traditional manufacturer and broker model, and it allows for deeper engagement, clearer communication, and stronger execution.
Paul Arsenault has spent nearly 30 years in retail food sales in the US and Canada. He has worked on the retailer side as a national category manager and has led national sales teams for food and beverage manufacturers, most recently as a senior sales leader.
Arsenault Sales is where he puts that experience to work for a small group of brands.
More about PaulEvery engagement begins with understanding what sets your brand apart and where it stands with retailers today. From there, the work can span strategy, the selling story, customer relationships, and follow-through in store.
A clear plan built on where the business stands today and where it wants to go.
The case for your brand, told the way a buyer needs to hear it.
Staying close to the customer so that every opportunity is fully realized.
What the category and the shopper are telling you, in plain terms.
Making sure the plan is carried out, measured, and continuously improved.
For manufacturers who produce for retailers' own brands.
Founders and operators who want experienced sales leadership in their corner.
Teams that need added focus on specific retailers, regions, or categories.
Brands from Canada and overseas that need someone close to the customer while they build distribution.
Producers looking to match their capabilities and capacity to retailer own-brand programs.
Paul's deepest category experience is in bakery: artisan bread, flatbreads, cakes, donuts, and frozen bakery. He has also led national sales in beverage and grocery.
Founder, Arsenault Sales LLC
Sarasota, Florida
“Sales leadership is about more than numbers. It’s about building trust with retailers, nurturing teams, and ensuring growth that strengthens a brand’s reputation for the long term.”
Paul Arsenault has spent nearly 30 years in retail food sales, on both sides of the buyer's desk. On the retail side, he managed an $800M product portfolio as a national senior category manager for a major grocery retailer. On the manufacturer side, he has led sales in Canada and the United States for companies in bakery, beverage, and grocery, in senior sales leadership roles including Vice President of Sales.
Paul has launched an artisan bread brand into US retail, grown a tier 1 national brand, and built sales teams and broker networks serving leading grocery retailers across North America.
He founded Arsenault Sales to offer that experience directly to a small group of brands. He works closely with each one and stays involved from the first strategy conversation through execution at the shelf.
I had the privilege of working with Paul during a period of rapid growth, and his leadership was instrumental in our success. He’s one of the most effective and transformational sales leaders I’ve encountered; someone who sees the full picture and brings others along with him. He leads with discipline, empathy, and heart, turning plans into action and delivering results through people. Under his guidance, our team achieved real, sustainable growth through accountability and urgency.
Paul knows how to unite teams around a common goal, make ambitious objectives achievable, and inspire performance with integrity and respect.
I recommend Paul without reservation and hope we can partner one day to build another business.
Paul has become an invaluable part of our team. His expertise and dedication helped us grow our business with one of the largest retailers in the United States by more than 40% over the previous year, and he has been instrumental in helping us gain new business. What truly sets Paul apart is his ability to combine strategic thinking with an extraordinary attention to detail. He knows the bakery business better than most.
Paul is a true professional and a trusted partner, and I cannot recommend him highly enough.
National category management in sourcing and procurement for a major grocery retailer, so we know how buyers evaluate a brand.
National sales management across grocery, drug, mass, and convenience channels in food and beverage.
Senior sales leadership roles in both countries, from director to vice president, with most of that time in bakery.
Hiring, coaching, and leading sales teams, and directing national broker networks with regular execution reviews.
Share a little about your business and where you want to take it. Paul replies to every inquiry personally.
Arsenault Sales works with brands and manufacturers across the United States and Canada.