DALLAS, TX, February 17, 2026 /24-7PressRelease/ -- In today's crowded ingredient market, companies face mounting pressure to drive growth without clear visibility into what's slowing them down. Cliff McCrary of Dallas, Texas is helping ingredient suppliers and food manufacturers cut through that noise. With two decades of experience in sales leadership, commercial operations, and strategic planning, McCrary provides independent sales and pipeline assessments designed to identify gaps that many internal teams miss.

Instead of pitching a product or chasing trends, McCrary takes a hands-on, diagnostic approach. He works with ingredient-focused teams to evaluate where sales momentum is breaking down, which segments are underperforming, and how to align commercial strategy with operational capacity. His focus: practical fixes backed by data, not generic recommendations.

"Most ingredient companies already have what they need to grow," McCrary said. "The problem is they don't always know where to look. We help them sharpen their focus and avoid wasting time chasing low-yield opportunities."

McCrary is the founder of TrueSource Ingredient Advisors, LLC, a Texas-based firm that works exclusively in the ingredient and food manufacturing sector. Through TrueSource, he has supported teams across North America in sales process optimization, territory realignment, pipeline growth, and go-to-market strategy. His clients include small ingredient suppliers as well as enterprise-level food manufacturers navigating complex category dynamics.

Why These Assessments Matter

In a sector where customer priorities shift quickly and supply chains remain fragile, many ingredient sales teams are stretched thin. They juggle new business development with account maintenance, price volatility, documentation demands, and technical selling that starts in R&D, not procurement. McCrary's assessments are designed to help teams pause and recalibrate.

"Ingredient sales is not a volume game," he explained. "You win by targeting the right accounts, having strong pre-call planning, and knowing exactly where each customer sits in the pipeline. That's where a lot of teams struggle."

Each assessment includes a deep dive into current sales data, account performance, conversion metrics, and forecasting inputs. McCrary also reviews CRM use, sales team structure, and communication patterns between commercial, R&D, and operations. The goal is to surface blind spots that slow down revenue growth or erode margin.

"We're not coming in to replace anyone," he said. "This is about supporting the existing team and giving them better tools, better targeting, and better confidence in their decisions."

What Sets McCrary Apart

McCrary's career spans over 15 years of ingredient-sector sales, category leadership, and portfolio management. He has worked on both the supplier and manufacturer side, giving him a balanced view of the commercial ecosystem. His strength lies in translating strategic goals into operational plans that sales teams can execute.

TrueSource assessments are rooted in real-world dynamics, not abstract frameworks. Each engagement produces deliverables like growth segment maps, KPI dashboards, messaging playbooks, and CRM improvement plans. Clients often choose to extend the relationship into ongoing sales coaching, especially when internal teams are lean or in transition.

McCrary's approach is also marked by clear communication and data literacy. He regularly works in platforms like Salesforce, HubSpot, Tableau, Power BI, and Microsoft Dynamics. This makes it easy for internal leadership to understand his insights and apply them across sales, marketing, and supply chain.

"Every client is different," he said. "We're not handing out templates. We're working with their data, their people, and their goals."

A Human-Centered Approach

Despite his technical fluency, McCrary is known for his people-first style. He emphasizes building trust with sales leaders and account managers before offering recommendations. Many of his clients say they appreciated the outside perspective, especially when dealing with internal bottlenecks or lack of alignment between departments.

"The best results come when the sales team feels supported, not scrutinized," he said. "We ask the right questions, listen hard, and bring an honest assessment of what's working and what's not."

In addition to his professional focus, McCrary is an active rucker and Peloton rider, bringing the same mindset of discipline and endurance into his consulting work. Based in Dallas, he continues to expand his impact through referral-based engagements and project-based work across North America.

Cliff McCrary of Dallas, Texas is an experienced sales and management executive with more than three decades in the food and ingredient industry. He has built his career around disciplined commercial strategy, portfolio management, negotiation, and operational alignment. As the founder of TrueSource Ingredient Advisors, he works with ingredient suppliers and food manufacturers to improve sales structure, strengthen forecasting, and align commercial goals with real-world operational capacity.

# # #