Perhaps unfairly, the fresh produce industry has something of a reputation for being slow to embrace change.
But that’s not surprising when you consider that, at its heart, is a nucleus of small, enterprising companies that have worked solidly - often from humble land-based origins - to establish successful businesses with impressive customer portfolios.
But in an age when access to information is all, it’s a brave managing director who chooses to ignore the fact that we now want - and expect - data and knowledge about our business and our customers at the click of a mouse.
It’s something that two catering suppliers in the east of England have addressed. And they are already seeing enormous benefits.
With a history spanning 60 years and three generations, FC Peacock & Son has made its name supplying hotels, restaurants and the public sector with fresh fruit and vegetables and a growing range of premium pre-prepared and packed foods.
Just nine months ago invoicing was manual, customer records and buying history were kept in a traditional filing system and, as the company’s accountant Linda Andoni says, the need for change was obvious and pressing. It was that need that led the company - after looking at what the market had to offer - to Affinitus Freshware.
“We knew we had to change but we also knew that whatever system we went with had to benefit the whole company - and ultimately the service we provide to our customers. So, while the decision was possibly led from an accounts point of view, we’ve ended up with a system that has revolutionised things like invoicing and in which we can see great potential for the future.”
From the Affinitus stable of software packages, Freshware comprises a number of modules designed specifically for the fresh food and produce industry.
It has quickly established a niche market serving importers, wholesalers, growers, multiple suppliers and the transport and distribution sectors.
For Pete Matthews, facilities manager at Ipswich-based Foskers, the benefits of the investment have become quickly obvious.
“The software has freed up an incredible amount of time, releasing people to work on more useful tasks in the running of the business. It’s a very transparent system: the margins for error have been greatly reduced and there are enormous advantages in terms of credit control.
“It was quite a decision to convert from a largely manual way of working but what impressed us about Affinitus was the way they were able to tailor Freshware to both our needs and our budget.
“We’ve had a few teething problems but nothing you wouldn’t expect. And Affinitus has been quick and efficient in their response to any niggles or glitches.”
Founded 30 years ago from the Foskers’ farmhouse, the company moved to purpose-built premises in 1991 and supplies fresh fruit and veg to a customer base of almost 300 in Suffolk, Norfolk and parts of Essex along with a range of Mediterranean goods such as olive oils, olives and sun-dried tomatoes.
Frank Peacock, chairman of FC Peacock & Son agrees with the major administrative and accounting benefits of Freshware but also says that the all-important access to information cannot be underestimated.
“There are still areas of the system that we need to refine and tailor to our business,” he says. “But we can see that stock control will become much more efficient and we will eventually have the ability to track a customer’s buying habits and adapt pricing easily and in line with the ever-changing market. On a practical level, data retrieval is easy and efficient and the legibility and presentation of records and print-outs looks much more professional.
“Freshware is definitely making a difference to our business; we’re much better organised, more able to respond to the customer and we’ve saved a huge number of man hours.
“The aim is to eventually have a range of data that will enable us to be even more customer focused and as a result our sales capability will be strengthened.”
Peacock md Carole Willemite also praises the Freshware back-up and after sales support. “The training was excellent and any problems have been quickly ironed out over the ‘phone or by a visit from a member of the Affinitus team.”
Each Freshware installation is configured to suit a customer’s specific needs and budget as Paul Hardy, Affinitus managing director, explains:
“Because we produce tailor-made software within a niche market and for a very specific sector we are in an enviable position of being able to work closely with every customer to ensure they have a system that is truly suited to their business.
“Freshware remains a relatively new product and we are committed to further refining the software to help our customers work more efficiently and profitably.”
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