Fresh Direct’s plan to run its own pub where it can try out new products and formats might have drawn a few sceptical comments at last week’s Re:fresh conference, but it makes perfect sense to me.
In its discussions with customers, the company will be able to say that its products have been tested in the actual conditions in which they will be sold. It will take its understanding of customer requirements to a whole new level.
Those suppliers that best understand their customers’ needs are bound to be the ones that are successful in this environment where the role and value of everyone in the chain is being questioned.
I recently visited Cyprus, where one supplier had dedicated a portion of its new packhouse over to establishing its own supermarket. It was a small, upmarket fresh food outlet but with a fantastic array of fruit and veg, a smoothie bar, nut section and more.
It struck me as a superb way of getting direct feedback from consumers and gleaning a better understanding of customers’ needs. What’s more, it was a source of quick cash at a time when suppliers often have to wait weeks, or even months, to get paid.
Finally, I’d just like to say a huge thank you on behalf of FPJ to our production manager Sheila Rawlings, who retires this week after almost 33 years of service.
Many of you will have seen the look and feel of FPJ evolve over the years alongside your own careers, with much of that down to the creative talent of Sheila. We’d all like to wish her a very happy retirement.
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