The center-of-the-plate category is often the most important one for a distributor sales rep (DSR) to sell. The theory is that, if you can be the primary supplier of protein to your customer, then all else will follow. The category is complex and, often, the products are expensive, so expertise counts. It’s Dan Cronkhite’s favorite category and he knows it well. Before joining Troyer Foods 13 years ago, he had been a meat manager for 20 years. As a meat cutter, he became an expert in every aspect of the protein category.