Small producers and the supermarket:how to get your products onto the shelf and keep control of your business

Shaun Mary

Lovewell BlakeFood & Drink Lead Partner

Timings6.00 pm Introduction from Shaun Mary, Lovewell Blake LLP

6.10 pm Speakers:

Kevin Warden and Jason Whittleton, East of England Co-op

Matt Brown, One Vision on behalf of Heygate Farms Limited

6.45 pm Questions and answers

7.00 pm Cooking demonstration by Roger Hickman

7.30 pm Networking, drinks and canapés

Our Food and Drink team

Rachel Davidson, Justin Wright, Carla Daniels, Shaun Mary

Survey of local food & drink producers

Survey results• 62% of respondents had dealt with a supermarket

• Of those who had not, 77% were not planning to do so in the future

• The main reasons given for this reluctance were:

o 69% - “I don’t want to lose control of my business”

o 67% - “It wouldn’t be compatible with our artisan

ethos”

o 51% - “I prefer to deal with smaller retailers”

o 32% - “I have insufficient finance”

o 17% - “I wouldn’t know how to approach them”

Survey results (cont)

Those who are dealing with a supermarket said:

• 100% - “Dealing with a supermarket is good for

my business”

• 85% - “I have maintained control over my business”

• 71% - “It has been a positive experience”

Survey results (cont)They also said:

• 57% - “I have had to introduce new systems in the

way I operate”

• 19% - “I have found meeting the demand for volume

production a challenge” (33% disagreed)

Survey results (cont)

• 16% - “I have found the supermarket(s) to be helpful

and supportive” (34% disagreed)

• 18% - “I have an equal partnership with the supermarket” (35% disagreed)

Survey results (cont)The following factors (in order) were given, by those dealing with supermarkets, as the most important in making it work:

1 Getting production costs right

2= Financial resources and infrastructure

2= Support from supermarket buyer

Survey results (cont)4 Your brand

5 Having the right team in place

6 Managing your own supply chain

7 Product quality control

Kevin Wardenand

Jason Whittleton

East of England Co-op

Turnover (2014)

Turnover (2015)

Turnover (2016)

Demonstrator team photo

Our awards

Matt Brown One Vision on behalf of

Heygate Farms Limited

The Big Four have

74% of UK grocery market

49%of customers choose local

Global marketing budget in 2014, more than

$4 billion

Essentials1. Know your market 3. Develop a strong brand

4. Use a broad range of marketing tools to create

awareness & action2. Know your numbers

Questions?

Roger Hickman

Roger Hickman’s Restaurant