If food is your passion and Europe interests you, why not consider a career with a European grocery retailer? The Europeans are every bit attached to their department store-like food chains as are Americans. And there's one extra advantage: unlike Americans, Europeans still find supermarket chains an intriguing and necessary novelty.

As in America, European grocers depend on professionally trained marketing and sales personnel to educate the public about their brand. You can use free Internet sources to design your own grocery retailers in Europe education and training program.

1. Research the marketing philosophies of the leading European grocery stores to find out what has made them successful.

2. Learn the consumer trends and market demand that successful grocery stores in Europe are responding to.

3. Make important contacts with grocery retailers in Europe when you attend the most well-known trade shows.

4. Become a subject matter expert on the foods that European grocers specialize in.

Action Steps
The best contacts and resources to help you get it done

Do research on the most successful chain food stores in Europe

Begin your education and training with focused research on each retailer's distinct marketing strategy. Some have made their niche in the market by offering unique services. Others emphasize their commitment as a good neighbor in the community.

I recommend: Read news reports on the ASDA website to find out what has made this retailer one of the leading supermarket chains in Europe. The Meinl Group downloads interviews and advertisements on its website that can help you discern some of its secrets for success. Advertisements by Sainsbury's emphasize the chain's commitment to the community. Carrefour news releases keep you informed of new products and recent sales reports.

Identify consumer trends in European grocery stores

Tailor your grocery retailers in Europe education and training program to the kind of work you'd like to pursue. For example, if you'd like to become a buyer for a European grocery retailer, you must learn which foods and beverages are most appealing to European tastes. Aspiring marketing executives should discover what drives the European consumer's interest in foods.

I recommend: Market Research articles explain the flavors European customers prefer. Research and Markets discusses the trends among Europeans for coated foods. Reports on Just Food.com summarize the changing nature of consumer trends in many parts of the world, including Europe. Researchers at Food and Beverage Reports have tried to identify factors driving consumer demand in European grocery chains.

Attend trade shows and seminars highlighting grocery markets in Europe

It's hard to imagine a more advantageous educational experience for an up and coming grocery executive than to make contacts with decision-making leaders representing European grocers at well-known trade shows.

I recommend: Supermarket News and the Food Institute keep you informed of upcoming trade shows that European grocers might attend.

Learn about the foods every European grocery retailer markets

As you pursue a training program to qualify as a European grocery retailer, don't overlook the importance of becoming a subject matter expert on European foods. Be able to identify the foods and ingredients each country is known for.

I recommend: Use the articles at Food and Drink Europe to learn details about each country's key domestic products. Use the Cheese from Spain website to find out what is so special about Spanish cheeses. Reports on Spain Business summarize the country's leading food and beverage brands. Read French Wines Food to discover new facts about France's favorite beverage.

In the world of fine cuisine, few retailers can steal the show from European grocery chains. And no one understands that better than American restaurateurs. Even though the United States is a major food producer around the world, Americans have never lost their preference for fine European foods. With this in mind, European grocery chains focus their marketing efforts on baiting American tastes. Restaurants, supermarkets and specialty shops within the United States research food trends among the European grocery retailers so that they can satisfy Americans' hunger for products only available from European grocers.

You can readily find grocery retailers in Europe that carry European alternatives to any common American-made products you'd see on supermarket shelves in the United States. Or, depending upon your clientele, you must track down unusual items to satisfy finicky tastes. Whatever your intention, keep the following in mind when choosing European grocery retailers:

1. European grocers offer common grocery items at competitive prices.

2. Certain gourmet products are only available from grocery markets in Europe.

3. There are certain beverages you should only get from a European store.

Action Steps
The best contacts and resources to help you get it done

Find standard items from the best known European grocers

Maybe you just prefer the taste of egg noodles made in Germany or your chef won't consider making his tomato sauce with anything other than canned tomatoes from Italy's San Marzano region.

I recommend: Euro Food Mart and Au Marche, are online grocery stores offering everyday products from Greece, Italy, Turkey, Germany and Romania, including prepared items and dried deli meats. Euro Food Mart offers a variety of shipping methods via UPS and you don't even need to create an account to make purchases.

Find gourmet items from food stores in Europe

European grocery retailers are your only choice if you must buy balsamic vinegar that's been aged for 100 years or French Helix escargots in garlic sauce.

I recommend: Corti Brothers has specialized in fine Italian gourmet foods for sixty years. Another well-known name in the gourmet food market is Marky's, which specializes in French food, such as caviar and foie gras, but also offers Italian and Greek delicacies. Specialty Gourmet Food has a more limited product line, but offers harder to find ingredients, such as artichoke ambrosia and roasted portobello tapenade.

Choose specialty beverages directly from the top grocery stores in Europe

Your European-style coffee house brews intensely smooth coffee made from fine peaberries or serves the fanciest blend of British teas and the decadent scones that go with them.

I recommend: Wise Choice British Foods allows you to choose from black currant to honeybush infusion teas and British Isles Online offers the rich cream biscuits and fancy scones to serve with the tea. French Wine Gift.com offers free shipping to most states and its staff of trained personnel can help you select a premium wine. It also offers discounts if you buy by the case. Lucid Cafe links you directly to grocery chains in Europe offering Turkish, Greek, Belgian and French coffees.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Find a European grocer with headquarters in the United States so you can place orders and receive shipments without additional delays.