Miami-based entrepreneur Rovshan Rasulov has set out on a mission to disrupt the foodservice industry by eliminating intermediaries and connecting U.S. restaurateurs directly with food producers. Recognizing the complexities and inefficiencies of the current supply chain, Rasulov believes that a more transparent and direct approach is necessary to streamline the process. With over 25 years of experience in food supply, he began developing IP/software solutions in 2017 to optimize operations. By 2020, these solutions evolved into an automated one-click trading platform known as Rgand Marketplace, facilitating seamless transactions between producers and restaurants.
Rgand Marketplace stands out as a “middleman-free” platform, enabling suppliers to engage with restaurants without multiple intermediaries along the way. With access to over 10,000 registered restaurants and hotels, Rgand Marketplace aims to reduce costs associated with traditional distribution channels. The platform not only benefits larger suppliers but also provides support for smaller producers through the Direct Trade Foundation (DTF), which mentors and guides them in navigating the U.S. market.
The U.S. restaurant industry faces significant challenges, with rising food costs and labor expenses impacting profitability. According to the National Restaurant Association, 38% of operators reported unprofitable businesses last year. To address these issues, Rasulov hopes that Rgand and DTF can offer solutions to help suppliers break into the market successfully. DTF plans to partner with select suppliers, providing financial backing, logistical support, and training to enhance their market presence and competitiveness.
DTF’s approach is strategic, focusing on partnering with producers who demonstrate potential for innovation and market impact. By offering resources such as technological tools, skills transfer, and marketing assistance, the foundation acts as an accelerator for suppliers entering the U.S. market. This support extends to covering operational costs related to logistics, certifications, and product sampling, alleviating the financial burden on producers and enabling a smoother market entry process.
Rasulov emphasizes the dual benefits of Rgand’s platform, stating that both producers and the restaurant industry stand to gain from increased efficiency and direct interaction. Through the Sample Box Marathon program, DTF enables chefs to familiarize themselves with new products, fostering brand recognition and trust among potential buyers. This initiative has proven successful for small producers, such as a Turkish confectionery company, which received significant orders from restaurants after participating in the program.
Rasulov envisions DTF as a catalyst for change in the U.S. restaurant industry, reshaping how global food producers engage with this dynamic market. By bridging the gap between suppliers and restaurants, Rgand’s innovative approach offers a promising solution to longstanding challenges in the foodservice supply chain. With a clear focus on transparency, efficiency, and innovation, Rgand’s impact on the industry is poised to be substantial and long-lasting.