Our first ever The Grocer Gold Award for Best Wholesaler was won by Brakes, the country’s top foodservice supplier. Julian Hunt explains why
Brakes, which was founded in 1958, is ranked number three in The Grocer’s Big 30 ranking of wholesalers with a turnover of more than £1.5bn. The business was floated on the stockmarket in 1986 and between 1992 and 2001 grew rapidly through a series of major acquisitions in the UK and France - including Cearns & Brown, Watson & Philip, Country Choice and M&J Seafood.
Brakes was acquired by private equity firm Clayton Dubilier & Rice in 2002. Growth has continued, with acquisitions such as Peter’s chilled distribution business and the launch of Brakes’ catering supplies & equipment service. But it’s not just the size of the business that impressed our judges. They said: “Brakes is a highly professional business. It’s a really innovative brand leader - particularly when it comes to developing new products and great marketing. We were also impressed by the way it adapts to meet changing customer needs.”
The company strives to be the caterer’s first choice for frozen, chilled and ambient foods, as well as non-food. It has become a one-stop shop for its customers through the provision of a huge range of own-label products as well as specialist businesses such as Wild Harvest, which supplies produce to some of the UK’s top restaurants.
Our judges were particularly impressed by the way Brakes has lived up to its goal of providing a complete solutions-based service. It has extended its offering with Value, Premier and Healthier Choices ranges. Last year, in keeping with its commitment to provide quality products caterers can trust, Brakes launched the Prime Meats service, which is the first wholesale foodservice distributor to carry the Little Red Tractor.
Brakes has also placed a strong emphasis on service. It has a 700-strong field sales force and 800 telesales staff. Trained nutritionists can help with customer inquiries. And on the web site caterers can order online, as well as download menu cards, PoS and nutritional information.
Underpinning all this is equally impressive marketing such as the Nectar for Business loyalty scheme, a customer magazine called Food, monthly promotions and its Food Innovation Centre in Covent Garden.
Brakes, which was founded in 1958, is ranked number three in The Grocer’s Big 30 ranking of wholesalers with a turnover of more than £1.5bn. The business was floated on the stockmarket in 1986 and between 1992 and 2001 grew rapidly through a series of major acquisitions in the UK and France - including Cearns & Brown, Watson & Philip, Country Choice and M&J Seafood.
Brakes was acquired by private equity firm Clayton Dubilier & Rice in 2002. Growth has continued, with acquisitions such as Peter’s chilled distribution business and the launch of Brakes’ catering supplies & equipment service. But it’s not just the size of the business that impressed our judges. They said: “Brakes is a highly professional business. It’s a really innovative brand leader - particularly when it comes to developing new products and great marketing. We were also impressed by the way it adapts to meet changing customer needs.”
The company strives to be the caterer’s first choice for frozen, chilled and ambient foods, as well as non-food. It has become a one-stop shop for its customers through the provision of a huge range of own-label products as well as specialist businesses such as Wild Harvest, which supplies produce to some of the UK’s top restaurants.
Our judges were particularly impressed by the way Brakes has lived up to its goal of providing a complete solutions-based service. It has extended its offering with Value, Premier and Healthier Choices ranges. Last year, in keeping with its commitment to provide quality products caterers can trust, Brakes launched the Prime Meats service, which is the first wholesale foodservice distributor to carry the Little Red Tractor.
Brakes has also placed a strong emphasis on service. It has a 700-strong field sales force and 800 telesales staff. Trained nutritionists can help with customer inquiries. And on the web site caterers can order online, as well as download menu cards, PoS and nutritional information.
Underpinning all this is equally impressive marketing such as the Nectar for Business loyalty scheme, a customer magazine called Food, monthly promotions and its Food Innovation Centre in Covent Garden.
No comments yet