Booker is slashing the price of fruit and veg by up to 30% by sourcing produce locally.
The C&C giant has tested seasonal, locally supplied produce at its Gateshead branch. Charles Wilson, Booker chief executive, said the initiative had resulted in better service for its customers.
“The produce is fresher as we have reduced the number of miles it has to travel. Prices are down an average 20%-30% for customers and choice is up,” he said in his first major interview since taking over in November.
Booker is carrying a larger range of fruit and veg and customer orders can be delivered in 24 hours. On the back of the successful trial, the company is rolling out the initiative across its estate.
Fresh is increasingly important to the business. Its fresh and chilled food delivery joint venture with Kerry Foods Direct to Store, Booker Fresh, secured more than 1,000 customers in its first month.
“Retailers were crying out for this but by the time we had a solution it would have been too slow. Hence the joint venture with Kerry,” said Wilson.
The strategy is part of his plan to make Booker “the UK’s biggest and best supplier to small business and suppliers’ preferred route to market”.
Wilson has introduced a three-part turnaround strategy.
He joined with debts running at £400m and turnover down 7.5% to £3.23bn in 2005. Debt is now running at less than £140m and the business is carrying £35m less stock than a year ago.
Siân Harrington
>>p32 Can Wilson carry it off?
The C&C giant has tested seasonal, locally supplied produce at its Gateshead branch. Charles Wilson, Booker chief executive, said the initiative had resulted in better service for its customers.
“The produce is fresher as we have reduced the number of miles it has to travel. Prices are down an average 20%-30% for customers and choice is up,” he said in his first major interview since taking over in November.
Booker is carrying a larger range of fruit and veg and customer orders can be delivered in 24 hours. On the back of the successful trial, the company is rolling out the initiative across its estate.
Fresh is increasingly important to the business. Its fresh and chilled food delivery joint venture with Kerry Foods Direct to Store, Booker Fresh, secured more than 1,000 customers in its first month.
“Retailers were crying out for this but by the time we had a solution it would have been too slow. Hence the joint venture with Kerry,” said Wilson.
The strategy is part of his plan to make Booker “the UK’s biggest and best supplier to small business and suppliers’ preferred route to market”.
Wilson has introduced a three-part turnaround strategy.
He joined with debts running at £400m and turnover down 7.5% to £3.23bn in 2005. Debt is now running at less than £140m and the business is carrying £35m less stock than a year ago.
Siân Harrington
>>p32 Can Wilson carry it off?
No comments yet