Leaving nothing to chance Petty, Wood PO Box 66 Livingstone Road Andover Hampshire SP10 5LA Tel: 01264 335500 Fax: 01264 332025 E-mail: info@pettywood.co.uk Website: www.pettywood.co.uk KEY PERSONNEL Chief executive Tony Noble Financial director Allen Yhearm Marketing director John Hartley Distribution director Peter Jones Sales director Richard Trussler KEY BRANDS - Amoy - Bahlsen - Baxters - Boklunder - Copella - Dilita - Discovery - Jordans - Lavazza - Lazzaroni - Lensi - Matthew Walker - Patak's - Sacla - Strathmore - Sweet 'N Low - V - Walkers Shortbread OWN BRANDS - Edwardian Mints - Epicure - Epicure Organics - L'oro Verdi - London Town Chocolate It's appropriate that the new chief executive of the company which launched Russian Roulette for chocoholics, believes there's everything to play for in world of modern brokerage. "There will always be a place for brokers among the multiples, convenience store sector and C&Cs," says Tony Noble, Chief Executive of Hampshire-based Petty, Wood. "Brokerage is by far the most efficient format for these sectors to trade with smaller manufacturers and important but slower selling range extensions. "Neither the multiples nor the convenience store sector wishes to operate with a plethora of different, small companies that will cause them more paperwork, more time and incur additional resources." Brand awareness Noble, who bought the company in December and describes it as a "full service sales, marketing and distribution business", presides over a diverse portfolio, including brand leaders, novelty confectionery ­ such as the phenomenonly successful Chocolate Russian Roulette featured in a number of national newspapers and television channels ­ and organic produce. "We have the added advantage of being brand owners ourselves, therefore we can fully understand and empathize with our principals," says Noble. "Brand partnership is pivotal to the whole brokerage ethos and we work closely with all our brand partners to provide a high level of commitment to those brands." Power games On the world stage, the company is making the most of opportunities created by global power brands desperate to break into the UK market ­ brands such as V, a carbonated Guarana and vitamin energy drink that originates from New Zealand and will be launched on the UK market by Petty, Wood on May 1. "Frucor, who own the brand, have already conquered New Zealand, Australia and South Africa and are now working with Petty, Wood to succeed within the UK," says Noble. "It's eye-catchingly packaged and supported by an extensive marketing campaign, including national television, radio, PR activity and sampling." The World Wide Web is undoubtedly accelerating the success of such brands. "The emergence of e-commerce into the business world is revolutionising the way we all run our businesses" says Noble. "Petty, Wood is currently in the process of building a web-site, which ultimately will enable customers to order direct, view current promotions and new ranges and provide information about the company andits brands. In addition, the website will provide consumers with the ability to locate their nearest stockist, pair-up manufacturers with suitable partners and to exploit export opportunities worldwide. "Approximately 60 million people worldwide join the internet every six months and many more use internal intranets or extranets ­ it's no longer a medium that can be ignored or postponed," says Noble. And there's more­ Petty, Wood provides a dedicated 35 strong sales team servicing all retail sectors. They are available to visit at store level and assist with merchandising and advice if required. Meanwhile, its marketing department encompasses trade and consumer activity, category management, PR and exhibition support. And a 60,000 sq ft warehouse with 6,000 pallet-storage capacity, on-site quality control and laboratories gives comprehensive brand support. Petty, Wood's own van fleet plus contracted distributors and substantial on-going IT investment complete the chain from manufacturer to customer. {{Z SUPPLEMENTS: BROKERAGE }}