March 2012

Ahead of the IFEX 2012 exhibition, taking place from 24 to26 April at the Kings’ Hall Belfast, IFEXhas teamed up with Ulster Grocer and Hospitality Review NI to surveythe retail, hospitality and catering sectors on the current challenges they face, and the opportunities for improvement that lie within the sector.

With value for money more pertinent than ever, the survey uncovered that the other key trends driving the consumer decision-making process are, ‘early bird’ offers and daily online specials.

A total of 54 per cent of the almost 100 industry professionalssurveyed citied these options as the sales generating factors for the remainder of 2012, compared to a total of 25 per cent who claimed that ‘at home dining’ would play a key factor within the industry. This response indicates that the success catering and hospitality businesses can expect in 2012 is not entirely dependent on economic trends or dictated by consumer austerity.

“The increase in early bird/special offers and daily online specials over the last number of years would be an indication that people are continuing to be being led by price concerns,” says Louise Murphy, Editor of Ulster Grocer Magazine. “However, consumers are increasingly more conscious about a product’s ‘local provenance’ and will seek out retailers and restaurants which provide local produce. IFEX 2012 offers an effective forumfor those in the hospitality and catering sectors to get up to speed on the latest local producers and those who are emerging into the market, as well as source previously undiscovered products that they may not easily find otherwise.”

On a less encouraging note however, the survey discovered that 59 per cent of respondents feel that the Northern Ireland Assembly does not do enough for the local hospitality, catering and retail sectors. 58 per cent of respondentsalso indicated that a reduction in taxes overall, including corporation tax, a reduction in rates and the increased provision of rent breaks, are all changes that need to be implemented by local government in order to help local businesses within the sector, and allow the sectors to flourish once again. 20 per cent indicated that some form of governmental funding for struggling businesses should also be made available.

As whole, however, optimism for growth across the sectors remains high for 2012. With hospitality and catering as one of DELNI’s focus areas this year, a total of 51 per cent of respondents answered that they do expect to see some sort of continued growth. In addition to this, 77 per cent of all those surveyed from across all the sectors are indicating either that their profits will remain steady this year or, for some, they expect to see an increase in profitability. This is further supported by the fact that 45 per cent of all respondents advised that they had experienced a considerably more profitable festive period in 2011 as opposed to 2010.

Finally, the survey asked respondents whether or not they felt that the people of Northern Ireland provided sufficient support to their own local hospitality, catering and retail sectors. Almost half of all respondents said that ‘yes’ they did feel that the people of Northern Ireland provided sufficient support.This would be an indication that the emphasis placed on supporting the local Northern Ireland market, and the benefits of doing so are finally being understood.

Matt Benyon, Managing Director of easyFairs, which organises IFEX, comments:

“It is encouraging to see a positive attitude being asserted by those who work in a sector that has traditionally been hit hard when consumers are tightening the purse-strings. Business continues to be out there for those who are continuing to innovative, embrace new approaches and most importantly listen to their market. IFEX will be able to offer insight into all of these areas, while also giving access to the vital new products coming onto the market – all of which will enable businesses to grow with the times and respond to customer demand.”

Louise Murphy concludes:

“While positive work has been done in terms of addressing issues such as rent costs and the emphasis placed on the importance of sourcing, supplying, distributing and buying local produce, more still needs to be done. We need to encourage people to support their local sectors, resulting in job security, aiding skills retention in Northern Ireland, and encouraging growth. It’s good to see a celebration of chef skills at IFEX, which can only contribute to the development of the market in Northern Ireland.”

The survey was carried out in advance of IFEX 2012, which takes place from 24-26 April in the King’s Hall, Belfast. A key event in the hospitality and catering calendars, IFEX 2012 houses all of the right ingredients to help exhibitors and visitors generate new business.

This year, IFEX 2012 will deliver solutions for businesses through a range of learnShops seminars, featuring speakers from The Merchant Hotel, Deanes, Mintel, Mourne Seafood Bar, The Streat, Food Standards Agency, Vital Nutrition and many more. There is also an exciting line up of exhibitors such as Henderson’s Foodservice, Pallas Food Service, Lynas Foodservice, Suki Tea, Broighter Gold, Kelsius and Stephen’s Catering Equipment who will be showcasing their latest products at the show. Further information on the full list of exhibitors can be found on www.easyFairs.com/IFEX.

Opening hours of IFEX 2012

Tuesday, 24 April 2012, 10:00 – 18:00
Wednesday, 25 April 2012, 10:00 – 19:00
Thursday, 26 April 2012, 10:00 – 17:00

Register for FREE fast track entry at www.easyfairs.com/IFEX.

Commenting on the end of the process for the Rates (Amendment) Bill, the Northern Ireland Retail Consortium (NIRC) said collaborative working between the business community and the Assembly – in support of all retailers – should be the priority.

Northern Ireland Retail Consortium Director, Jane Bevis, said: “It’s disappointing ministers have pressed ahead with this flawed tax. While we support the improvements made in an effort to ensure the funds raised reach the most deserving businesses, it remains a levy which unfairly discriminates against one part of one sector. Major retailers with the potential to grow, invest and create jobs are being penalised for being successful. Future investment decisions could hinge on the extra costs imposed by this tax.

“However we welcome the announcement from Social Development Minister Nelson McCausland that he wants to focus on town centre regeneration. Major retailers play a vital part in successful town centres, as do independent retailers who can give towns individuality and character. Retailers small and large need each other to thrive, but all retailers need town centres which are proactively managed, safe, attractive and with good transport and parking. We look forward to working with Minister McCausland on this vital endeavour for our communities.”

SuperValu Marketing Manager Briege McGinty said “This new campaign harnesses the powerful partnership between the central Musgrave expertise and the unrivalled local knowledge of our retailers. We recognise that our retail partners are independent and are embedded in their local communities, so it makes sense for them to be the voice communicating their great offerings to their customers.

“Musgrave wants to support our retail partners and that includes recognising their important role in the community, the close relationship with their customers and their expertise when it comes to understanding their customers.”

The Caravan Quiz Night will be held on Wednesday 21st March in the Beechill Inn, Belfast, promoted by Michael McCallion of Asda and his team of enthusiasts. Prizes galore and loads of fun if the last few events are anything to go by!

The Caravan Golf Day is a well-established event in the annual calendar, but the venue has changed this year from Dunmurry to Galgorm Golf Club where it will take place on Wednesday 23rd May. Graham Love is the contact as usual at glove@glanbia.ie .

John Barrett and the Caravan NI team is planning another Hog Roast Night in Willie Jack’s at the Duke of York for Wednesday 20th June, the evening of Summer Solstice. Last year was a sell-out success and the weather was perfect for the mid-summer event. Contact John at jab.andj@btinternet.com for details.

From abseiling, skydiving, sponsored walks, bungee jumps to walking over fire. They have done it all! These adrenaline junkies have been a fantastic driving force for raising funds at Creighton’s EUROSPAR in Finaghy. The money was raised through collection buckets in store and also NICFC pins and pencils were on offer for a small donation.

Bronagh Henderson, SPAR Brand Manager said: “SPAR is delighted to once again, be the proud title sponsor’s of the Omagh Half Marathon.

“SPAR is strong supporters of a healthier lifestyle, so runners will be able to pick up some great fresh and healthy local produce from their nearest store. Teaming this with a realistic and achievable training plan, we will be looking forward to celebrating with all the finishing runners at the finish line.”

“All pre-entered by the 23rd March will be automatically entered into a draw to win a 32” Television. With a prize-fund of over £4000, T-shirts for ½ Marathon participants’ and medals for all finishers; Omagh is the place to be on the 31st March. Race finishers can also indulge in a fabulous free post race massage, excellent hospitality and catch up with some local celebrities.”

Entry is now open and you can enter the race, by logging onto www.athleticsni.org, or by picking up an entry form from Omagh Leisure Centre.

A donation from the event will go to local charity Home Start.

Formed in 2010 by businesswoman Shauna McCarney, Heavenly Tasty Organics has just launched an on-line shop for its range of 100 per cent pure and additive-free, frozen products.

The unique baby food purees are also free from preservatives, wheat, gluten, added sugar and soy, as well as dairy and eggs and are produced in small, heart-shaped portions.

The initial range of products, now being marketed through the on-line shop, consists of fruit and vegetable purees for use in first stage weaning.

Commenting on the focus on e-commerce, Shauna McCarney a mother of two young children says: “Going online is a logical progression for a small and new business like Heavenly Tasty Organics to respond quickly to the extensive interest in our products since their introduction to the market last year.

“The on-line shop will support our efforts to develop conventional marketing channels including retail sales that we have already developed and others we are pursuing. Our priority in 2012 is to expand sales in Britain and the Republic of Ireland.

“The on-line shop gives us a substantial and global presence and enables us to provide detailed information about the products, as well as recipes, tips for weaning mothers and advice from Jane McClenaghan, the nutritionist who helped to develop our range of baby purees.”

The small company’s weaning purees have been specially developed for babies aged from six months. All ingredients are sourced from certified 100 per cent organic farmers and growers and processed at its modern production facility.

The Minister made her announcement during a recent visit to Gilfresh Produce in Loughgall, County Armagh. Gilfresh was awarded a grant towards upgrading its existing processing and packing facilities.

The Minister said: “The funding provided under these grants will help to continue the growth and development of our agri-food sector and improve the economic performance of a sector that has shown good resilience during the recent economic downturn. I am determined to support further growth in the sector through schemes like this and by also developing a longer term strategic vision for the sector in partnership with other Departments and the industry.

“This significant funding of £3.1million will help 18 local companies invest in new buildings and plant and equipment which will help secure more opportunities for growth. Indeed, through match funding these grants will trigger a total investment in the local economy of almost £8million.”

Pic caption: Left to right in the picture are: William Gilpin (General Manager – Gilfresh Produce), Thomas Gilpin (MD – Gilfresh Produce) & Michelle O’Neill (Minister for Agriculture & Rural Development)

Lewis Cunningham, Wilson’s Country managing director, commenting on the new retail packs, says: “As a business we have always been to the fore in promoting the nutritional goodness of potatoes.

“But now we are also committed to making them available in more versatile and convenient packs while, at the same time, offering different taste experiences from the many different potato varieties now available from our extensive network of growers.

“Where fresh produce is concerned consumers are driven by the desire to buy on the basis of quality, taste and value-for-money. Increasingly shoppers are reducing the amounts of produce they buy, so as to cut back on waste. This is a factor that we have to build into our plans for the future.”

Mr Cunningham also commented that current economic conditions had led more consumers to prioritise their spending and to cook more at home.

“We responded to these market trends by developing a new and exciting range of potatoes that widens choice for consumers. Some are specifically suited to boiling, others for roasting and for making chips. Two potato packs will help reduce waste. Different varieties offer new textures and tastes. Microwaveable packs will provide greater convenience for consumers.

“Again with waste in mind, we’ve developed smaller packs, such as the 400g baby potato pack. Our research shows that 7.5kg and 5kg are now seen as being too big for many families. Encouragingly, our research also shows that families with young children are increasing their potato consumption levels.”

With agri-food amassing a staggering £3.7 billion annually for the economy, this is no longer a shunned sector of the trade. More and more people are getting involved with local food businesses, food export is enjoying almost unrivalled success and the College of Agriculture, Food and Rural Enterprise (CAFRE) has recorded higher enrolment figures than ever before.

There’s no doubt, there is a real excitement and buzz about the industry that isn’t too evident anywhere else at present.

Louise Murphy met with Minister for Agriculture and Rural Development Michelle O’Neill to discuss how agri-food has become the shining light in local economy and what steps the Assembly is taking to secure and build on this success.

“A couple of years ago people were writing off this industry but it’s very evident now just how well agri-food is doing, the figures all speak for themselves. The turnover in 2010 was £3.7 billion which says it all really,” Minister O’Neill explained.

There’s no doubt that agri-food is the big success story of the moment, but how do the Assembly plan to help secure this success and indeed build on it?

“We have to build on this success and to help do that I’m establishing a new Food Strategy Board. We’re just in the processing of recruiting a Chair and then we will recruit other members of the board over the next few weeks. It’s going to be more like a partnership approach with the Government and industry working together.

“I want the board to be industry led given the fact that we were able to have agri-food included in the programme for Government, in my opinion, shows the commitment from this Executive that we want to work with the industry and we want to help them to grow. We’ve a lot of factors to consider, for example with the world population growing, the demand for food increasing and we have great local produce here so we need to continue to promote it.”

Minister O’Neill is, understandably very upbeat about the future. She told me: “I’m hopeful for a very bright and positive future. There’s so much doom and gloom still around at the moment relating to the economy and the recession and this is a good news story that needs to be told. I’ve definitely noticed that attitudes are changing and people are noticing the value in this sector.

“We have to keep playing to our strengths. We’ve no shortage of fresh, quality produce here. We have very high and good value, respectable products and if people have confidence in what you’re producing then it’s obviously more appealing.”

Young Philip Busby began helping out his dad Sam after primary school and although now in his mid-50s is still there – after any earlier sales career – and has seen the community store through various changes.

Mace was the adopted image for the shop, but the most recent innovation – last July – was the rebranding as a franchise store under the Henderson’s Vivo, which, after over 20 years as a Mace was difficult for Philip and his wife and partner, Carol Busby.

“It was a big wrench to move from what you have known for years,” said Philip, “but there was less choice for my increasingly hard-pressed customers in the face of stiff competition.

“Both Carol and I felt a revamp was needed and Vivo best fitted the bill,” he said: “We felt Vivo had more offers.

“Henderson’s have more as a wholesaler that I can pass on to my customers and excellent support too, with regular calls to the shop by my Business Development Manager to help explain how best to set out my displays to maximise the deals from Vivo,” he added. “With my BDM, the focus is always on driving sales and margin, whilst at the same time providing a first class offer to the customer”.

The store already attracts about 20% ‘full trolley’ shopping overall, as there are still many people who are unable to get into Dungannon, park their cars and find their way around the aisles, preferring the convenience of a local shop.

Here too, new technology has helped, with scanning only introduced for the first time on the ‘big move’ to Vivo with significant dividends thanks to stock recognition software which allows the proprietor to gauge daily and weekly trade patterns and to channel re-ordering on a virtually automated system.

The store needed a facelift too and that came from signing a five-year deal with Henderson’s which allowed considerable investment in both the IT aspects and in new signage and fittings.

“It is a local service for local people and I need to keep up with the times to continue to attract this business”, Philip continued.

“I wasn’t looking to change, however when presented with the Henderson Group package, I was suitably impressed.

“I have had a significant increase in sales. The team are excellent to work with and I truly wish I made the decision to change to the Henderson Group years ago,” he concluded, but while still mindful of all the good decades as a Mace wholesaler.

Mr. Robinson was speaking at the official opening of the company’s new £5.5 million factory which processes salad bags, convenience products, wet salads, prepared vegetables and stir fry products for leading retailers and foodservice clients particularly in Great Britain and the Republic of Ireland.

Mr. Robinson said: “Willowbrook Foods is a shining example of the export-focused, added value-led and entrepreneurial business which the Northern Ireland Executive is keen to showcase and encourage as part of our strategic focus in the draft Programme for Government on exports and market-led innovation as crucially important drivers of economic growth.

“Over the next four years, we hope to see a 15 per cent growth in exports and look to ambitious and progressive companies such as Willowbrook Foods to continue to pursue business opportunities outside Northern Ireland for both existing and especially new added-value products sourced in Northern Ireland for sale at a premium abroad.

“Our food industry, currently generating more than £3.7 billion annually for the local economy, £2.7 billion of which is sold outside Northern Ireland, continues to grow through its sharp focus on exports and innovative products.”

Mr. Robinson met John McCann, Managing Director of Willowbrook Foods, and other members of the management team before touring the new 44,000sq ft factory on the family farm site at Killinchy. The factory includes a new cooking area where the company produces its premium range of mash potato and vegetables, along with other par cooked vegetable ranges.

Mr McCann, commenting on the company’s investment, said: “This factory more than doubles the company’s production capacity and is enabling us to meet the growing demand from key customers for our existing range of products. It is enabling us to build on the success we have achieved in selling 85 per cent of our products to customers outside Northern Ireland.

“In addition, the investment is providing scope for new products being developed by staff in our new Food Innovation Centre in liaison with both existing and potential customers in Great Britain and the Republic of Ireland.

“The Innovation Centre and the new factory together enable us to respond quickly and flexibly to market opportunities for new products. Our success to date has been based on the close working relationships that we have developed with customers and our ability to respond nimbly to opportunities arising from the demands of consumers.”

The company, which employs around 250 people at the Killinchy plant and also in an operation in Newtownards, supplies multiple retailers’ customers such as Co-Operative Food, Musgrave Retail Partners and Hendersons.

Terry McGovern’s family, from Mullaghdun and Enniskillen, are holding a grand draw and the top prize is a Charolais bullock (or £900 cash) which the teenager helped his father deliver.

Terry’s aunt, Bridget McGovern, said: “Terry was an exceptional young man who always had a smile on his face for everyone he met. He was in his second year as an apprentice plumber but also worked all his spare time helping his father on the family farm and could run it single-handedly. He was delighted to be involved with the birth of this bullock and the family thought it would be an ideal prize for their fundraiser,”

Bridget explained: “In September 2010, Terry was working as an apprentice plumber when he got a knock on the head. We then noticed a pink lump inside his ear.

“After the biopsy the growth inside his ear became more prominent and in late October he was told his condition was cancerous – a rare form of cancer called Rhabdomyosarcoma of temporal bone of skull,” she said.

“He then underwent eight months of chemotherapy treatment but in April 2011, after further tests, he was told that the cancer had spread to the spine and that there was nothing more they could do. He returned home and three weeks later on the 5th May Terry passed away. He was 19 years old.

“Although his time was brief he achieved so much. He was a quiet, kindly, hardworking young man. We were all very proud of him and loved him so much. We miss him every day.”

Terry’s parents, his sisters Geraldine and Emma, brother Patrick, and the wider family decided they wanted to raise money for the Ulster Cancer Foundation which supports other families facing difficult times.

Bridget is District Manager of the Northern Bank, Enniskillen Branch. The bank is UCF’s charity partner for 2011-2012 and has generously agreed to match every pound raised by the sale of tickets or donations.

The grand draw will take place at the Ulster Farmers’ Mart in Enniskillen on Thursday, 15th March, at 12 noon. If the winner does not want the Charolais bullock (which is bred of CF52) they can exchange it for £900 cash and the animal will go to auction. Second prize is £200 and third prize is £100.

Tickets costing £5 (or 6 Euro) are available from family members, Northern Bank Enniskillen and various other outlets – contact Bridget McGovern on 07808 052429 or John P McGovern on 0786 6454073.

Tickets are also available on line in the events section of www.ulstercancer.org/events.
Donations can be made at Northern Bank Enniskillen, account number 950309 50158801 ‘Ulster Cancer Foundation Charolais Draw’.

For more information contact UCF’s Community Fundraising Manager Sylvia Lucy on 07789 757 165.

Every workplace is different depending on the environment, from the shop or factory floor to the office, however, there is one common denominator and that’s human nature. How we react to certain situations or what influences us to act in a certain way is a huge contributing factor in our behaviors, thoughts and feelings. In short, motivation is having the desire and the willingness to do something.

When we say an employee isn’t motivated in work, the truth is that they don’t want to do the things that you want them to do – they’re simply motivated to do something different. Knowing this fact means that you will focus on the real problem and that is how to influence people to do want you want them to do within the work context. Here are a few suggestions:

Spend time and get to know your team: We are all different with our own quirks and behaviors, however, as a manager it is your responsibility to see that jobs are completed through your employees. To do this, it’s important to know your employees well and how to engage with them to get the best from them.

Incentives can work: Rewards and having goals in place helps to motivate your work force and encourage them to do the best job possible. Whether it be promotions, bonuses or other forms of recognition such as a personal ‘thank you’ or public acknowledgement.

The right environment: Most of us spend the majority of our time each day in work – that’s seven to10 long hours if you are unhappy. Ensuring the environment is right in work is really important. If it isn’t, then workplace motivation can’t be achieved. Having a bit of craic in work can go hand-in-hand with productivity – and your customers will enjoy it as well.

Give them more to do: No-one wants to be told what to do and when and how to do it every minute of the day. Giving employees a degree of responsibility and flexibility along with clear guidance on what is expected can have a surprising effect on employee motivation, with them gaining a sense of pride in what they do and of course, there are obvious benefits to you.

Accept that mistakes happen: Anticipate possible problems and plan accordingly. Encourage your team to have a plan B if something goes wrong.

And if you don’t fancy any of these suggestions, you can always threaten with a big stick or entice with a larger carrot, this will work provided the stick or carrot is big enough. However, if this is all you do, beware, you could be setting yourself up to face more resistance and conflict.

Barbara Campbell is business development manager with Movie House Cinemas Ltd. She can be contacted on 07976 209980

Since arriving in the small port of Kilkeel on the County Down coast two years ago, Henderson Retail has managed to transform the fortunes of the two aging sites, previously operating under another symbol group but acquired and re-branded under SPAR in 2008.

Both businesses – one at Greencastle Street, the other at Newcastle Road – have been so successful for the wholesaler, that the Newcastle Road site has since been completely redeveloped. A new 3,289 sq. ft. state-of-the-art SPAR store is set to re-open there later this month, with the view to revamping the Greencastle Street site in the future.

There was plenty of evidence of the success of the stores at the Henderson Retail Conference in February this year when both sites took honours. Newcastle Road collected Store of the Year and was named Training Store of the Year. Danielle Glenny, the training rep who covers both sites, was ‘highly commended’ by the judges and Newcastle Road also took the Excellence in Management award and was named as the leading store in the group to exceeding its sales plan. In addition, Graham McKee, who works at Greencastle Road, took the Rising Star Award having just returned from the young manager programme in Switzerland. Greencastle Street also took Health & Safety Store of the Year.

For general manager Gregory Cochrane, who has looked after both sites since he arrived in Kilkeel two years ago, it’s all a vindication of a very deliberate attention to detail:

“We have a strong focus here on time management, on teamwork, on sharing best practice and delivering through our people,” he told Ulster Grocer. “When we arrived here at the start, I think the job was just to get the Henderson Retail systems and policies into place, make sure we had the right people at the right time with the right training in place. And through this focus on training, we promoted ownership and accountability that has allowed us to really start delivering.”

Performance

Gregory says that he’s very happy with the performance to date of both stores. He’s looking forward to the opening of the new outlet at Newcastle Road on June 23 which, he says, is evidence that the people of Kilkeel have really embraced the SPAR offering.

At 3,289 sq. ft., the new store at Newcastle Road will represent a considerable increase on the space available in the former outlet. And it will be reflective of all the latest retail trends. It will have a Cunningham’s in-store butchery, Brennan’s home-made ice-cream, a full Streat coffee shop offering and a strong emphasis on locally-supplied produce:

“We will also have a counter that sells fresh fish and we have everything from ‘build your own birthday cake’ to a range of ready meals which are manufactured locally. These are all things that we intend to build on going forward at both stores because our customers tell us that this is what they want and they have worked well for us so far.”

“Over the couple of years that we’ve been trading here, we’ve built up excellent relationships with a great many locally-based suppliers and we’ll really be majoring on those in the new store,” confirms Gregory.

Gregory came to Kilkeel from Bangor, where he had set up the first EUROSPAR outlet on the Rathgael Road for Henderson Retail. Prior to that, he worked with the Barbican group of stores.

“I think that the priority going forward is going to be to build on the sales growth of 25 per cent, to continue to develop our people and our partnerships with local suppliers plus deliver the best possible standards and exceed customer expectations. We recently appointed a community rep which is proving invaluable in building relations with in our local community. We want to make sure that we can get as much of this right as possible.

“It may well be that the Greencastle Road site will also be re-developed in time, but we will make this decision based on our evaluation of the new Newcastle Road outlet once it’s up and running. So it’s going to be our customers in Kilkeel who very much decide the future of both stores,” adds Gregory.

What is it that you do for United Wines and how did you get involved?

I joined United Wine Merchants in August 2007 as business development manager for Northern Ireland. My main responsibility was growing volume on key accounts by driving sales of our superb range of agency brands including McGuigan’s Black Label, Wolf Blass and Kulov Vodka. In May, I became key accounts manager for Ireland overall. Essentially the role is the same only now I’m operating on an all-Ireland platform and I am enjoying the challenge immensely. I’m no stranger to the licensed trade, having joined Irish Bonding Company as a salesman back in 1976. From there, I moved to Bass Ireland Ltd (latterly Inbev) in 1979 assuming the role of regional sales manager before I joined UWM four years ago.

What do you enjoy most about your career?

Having spent 31 years in the brewing industry, I learned a lot about beer; I’m now enjoying the challenge of increasing my knowledge on wine. Since joining United Wine Merchants, I have gained my WSET Intermediate Certificate and my WSET Advanced Certificate (both with distinctions!) and am currently studying for my WSET Diploma in Wines and Spirits.

And what frustrates you most about your daily work life?

The most frustrating thing I find is that brand owners pander to the UK multiples and discounters and ignore to a degree the established wholesale channel. It’s almost as if they are taking the approach that they can access the consumer via the front door and the trade via the back door.

What was the first lesson you learned in business?

When I first went into the business, my uncle was sales director of a very large carpet wholesale business. I remember him telling me, “If you don’t look after your customers, someone else will”. I truly believe this.

What do you consider to be your greatest achievement?

Apart from my recent promotion (at the age of 59!) I think my greatest achievement was in my previous employment leading a dynamic ‘Take Home’ team which grew sales of their leading lager in the off-trade from an 18 per cent market share to 31 per cent over a four-year period, thus taking the brand to the number one lager in Northern Ireland.

How do you think your customers would describe you?

I’d like to think my customers would describe me as honest, dependable and a man of high personal integrity, able to see opportunities not only from my company’s perspective but also through the customer’s eyes. ‘Walk a mile in my shoes’ as Ghandi said.

What do you consider to have been your greatest mistake?

With the benefit of hindsight undoubtedly my greatest mistake was turning down opportunities, as I previously declined two different positions in England. Both would have been a chance to further my career but thankfully, things have worked out for the best and I’m very happy in my new role with United Wine Merchants.

If you could have had another career, what would it have been?

A pilot; at 15 I went for a ‘Test in Advance’ to the RAF pilot selection centre and got through. They advised me to complete my ‘A’ levels and then apply for a scholarship but in the interim, I grew somewhat. They have a height limit of 6’2″ and as I was 6’4″ I failed my medical. However all was not lost and I successfully applied to British Airways. Then fate stepped in again and just five weeks before I was due to commence my training, I was involved in a road traffic accident which resulted in the loss of vision in my right eye.

What is your personal ambition?

My personal ambition is to follow in my father’s footsteps and live to be a healthy octogenarian. Without your health, other ambitions are difficult, if not impossible, to achieve

What’s your favourite wine?

I have always had a preference for old world wines, in particular French (Côtes du Rhône) and Spanish (Rioja). I am fortunate in that United Wine Merchants are agents for one of the great Rhône producers – Guigal. I particularly enjoy his Gigondas. Similarly with Spain where we represent Marqués de Cáceres whose Rioja Reserva is excellent.

Ross Blackburn is business development manager for United Wine Merchants in Belfast.

“We’re at the beginning of a long and open highway and now we can put our foot down and really begin to push forward…”

Those are the sentiments of Adrian Garvey – one half of the sibling partnership which owns and operates O’Brien’s, the largest independent chain of sandwich bars in the province.

Adrian and his brother, Damian, who come from outside Newry, have just celebrated the opening of their 10th O’Brien’s at George Best Belfast City Airport – one of three new outlets opened to the public here in just the last nine months.

The brothers also own one large O’Brien’s outlet at Blanchardstown in Dublin and they have two upmarket sandwich bars in Newry town under their own ‘Olive’ brand.

But the future hasn’t always looked so bright for the Garveys. In fact, when the economy began to collapse into recession towards the end of 2008, it was only a combination of hard work, luck and foresight which prevented the brothers’ sandwich chain from going completely under.

“We were in huge financial difficulties as a business,” recalls Adrian. “In September 2007, we’d bought the shop in Blanchardstown in our single largest investment. Then we opened the largest O’Brien’s anywhere in Victoria Square in Belfast in March the following year and two weeks later, we opened up in Derry. But with the way the economy went after that, particularly in the Republic, you can imagine how tight things got and how quickly it happened.”

In June 2009, O’Brien’s in the UK went into administration and subsequently into examinership in the Republic of Ireland. Liquidation followed before Abrakebabra Investments Ltd. stepped in to buy the troubled business in November of that year.
“At that point, things were looking very bleak,” continues Adrian. “Everything was falling part. We continued to run what was essentially still O’Brien’s, but most of the franchisees had gone by that point.

“We bought Olive, a sandwich bar in Newry in August 2009, thinking that we would eventually have to re-brand everything, but then the Abrakebabra Group approached us out of the blue and asked us if we’d be interested in continuing to work with the O’Brien’s brand.”

They went on to sign a licence agreement with Abrakebabra which allowed them to use the O’Brien’s name and branding in Northern Ireland, providing them with a greater level of autonomy, control and profitability than they’d ever enjoyed before.

Abrakebabra now owns the franchise rights in the Republic of Ireland and elsewhere around the world. There are no O’Brien’s franchise operations in Northern Ireland these days, the Garvey brothers own and operate all ten of the outlets as well as the sandwich bar in Dublin and two branches of Olive in Newry.

But today’s business model is a far cry from that in which Adrian first decided to invest a decade ago.

Hands-on

In the late 90s, Adrian was working as a trader in Dublin for fruit wholesaler, Fyffes. When the company offered him a redundancy package, he decided to take it. He built a house for himself and his new wife, Fiona, and then took a job as business manager for French restaurateur, Patrick Guilbaud, who had a two-star Michelin restaurant in the city.

During the course of his work for Guilbaud, he began supplying French patisserie items to an O’Brien’s outlet in Dublin and when the chain offered him the opportunity to take over a franchise operation in Fountain Street in Belfast, he accepted:
“I suppose I took it thinking that I could bring someone in to run it for me while I continued to work for Guilbaud in Dublin,” remarks Adrian. “But I know now that this is a hands-on business. I was trying to live between Dublin and Belfast and run two businesses and it just wasn’t working for me.”

Initially, business at Fountain Street didn’t go well. Within three months of taking it on, Adrian was sustaining sizeable losses:

“I realised that I needed to get into the business myself if I was going to turn it around, so that’s what I did,” he says. “I got stuck in and when year one was done, I’d made a small profit. I was pretty pleased with that.”

Over the next four years, he started four more outlets in Belfast. With no mortgage and no children, he was able to dedicate himself completely to growing his business:

“It was the baby and so it got everything from me,” he says.

At the end of 2003, he became the O’Brien’s master franchisee for Northern Ireland, responsible for finding sites and developing the territory for the brand.

Partners

Adrian’s brother, Damian, became involved in the business around 2005. In the early 90s, he’d worked in Dublin for Budget Greeting Cards and lived in England for a period before returning to Dublin in 1996 to work for logistical services company, Fedex.

Over the next decade, he worked his way up through the ranks at Fedex to become global accounts manager with a brief that saw him travel extensively around the world. A family man at heart though, Damian subsequently decided that he’d rather be at home in Ireland and walked away from his job at Fedex to set himself up as a business consultant.

“It had always been a dream of mine to do something with Adrian,” he recalls. “We’ve always been fairly entrepreneurial so we felt it made sense for us to go into business together, which we did around 2005.”

In 2008, O’Brien’s was at its pre-recession height: the brothers were operating six of their own outlets in Northern Ireland and there were 23 other franchised branches across the province. In the Republic, there were about 120 outlets and a further 100 in Great Britain and perhaps 40 others in countries around the world including Australia, the Far East and Singapore.

That was the structure which began to topple later that year, culminating in the announcement in mid-2009 that the O’Brien’s brand had gone into liquidation.

Priorities

These days, the licensed operation which the brothers control provides them with more autonomy to plan their own future and more profitability from their own efforts and they no longer worry about the future:

“We’ve never had the boom and bust that they’ve had in the Republic,” says Damian. “Yes, the hard times are tough everywhere but there are still plenty of customers out there. Our business is about product and service and if you can get the mix right, then you’ll make the sales. We have much greater control on products and suppliers and are determined to utilise the great local supply base that’s available in Northern Ireland. We currently work with a number of small artisan producers here and are always on the lookout for business partners with the right product and attitude that we can integrate into our customer offer.

“Our priorities now are to achieve the service levels in our shops that we want and to have exactly the people that we need. We have some fantastic people at present, but we are always trying to find more. If we can achieve these things, then we think that everything else will fall into place: the growth, the profitability and all the rewards that come with that.”

In five years’ time, Damian says that they don’t envisage a business that’s radically different than it is today – just much bigger:

“There’s no issue with getting the sites at the moment, but there is a market in the mainland UK that we’d like to get into,” he adds. “We’re shopping centre-focused and we’d look to do that there too, but we’ll need a strong structure and we’ll need the people to allow us to do that.”

The brothers have also indicated that they would look perhaps, at operating different brands. They already have two upmarket sandwich bars of their own in Newry and this is something they might expand on in the future, they say.

O’Brien’s Irish Sandwich Bar briefing

• The first outlet was set-up in Dublin in 1988 by Irish businessman, Brody Sweeney.
• He chose the name O’Brien because it was the most common name in the Irish phone book.
• There are now 300 O’Brien’s outlets around the world including Australia, South Africa, Spain, Germany and China.
• Outside Northern Ireland, the franchise rights are now owned by Abrakebabra Investments Ltd.

This was the 23rd year that the event has been staged. For many in the industry, it’s the highlight of the annual social calendar and once again, the hotel played host to a capacity audience.

The event is organised each year by the local fundraising committee of Caravan, the grocers’ charity, and its director general, Gillian Barker was once again a special guest at the Ball.

Also returning as comperes for the evening this year were Sky newscaster, Dermot Murnaghan and local freelance broadcaster, Emma-Louise Johnston. Entertainment was provided by Newferry’s own Fiddler Adam and one of Northern Ireland’s most sought- after cover bands, Back Beat.

James Greer, who publishes Ulster Grocer magazine and who sits on the organising committee for the Ball, declared himself delighted with the Ball and the Marketing Awards:

“This is always an eagerly anticipated evening right across the grocery and food service industries here and we’re always very thankful and pleased when we know that everyone has had a super night out,” he said.

“We’ve been refining the formula of the gala ball a little each year and over the last two years, we’ve also raised the profile of the Ulster Grocer Marketing Awards a little too. As a result, I think the whole evening is better than it’s ever been and a fantastic credit to all those who are involved in making it such a perennial success.”

James expressed particular thanks to co-organiser, Debra Johnston of Food Force Ireland, whose relentless efforts are central to the event’s success every year; to all those who gave prizes and helped with sponsorship on the night and to the return sponsor for this year’s Marketing Awards, Elevator Promotional Management.

And the winners are…

Best Marketing Campaign

The Henderson Group

Today’s savings sorted

This year’s judges said that they felt this campaign had been “very professionally done”. Its objectives and strategy had been very clearly articulated, they understood their audience and cogent outputs had been demonstrated.

In its submission, the Henderson Group had frankly admitted that there was a premium to be paid for using convenience stores and that when the recession began to take hold in 2009, Northern Irish consumers appeared increasingly unwilling to pay it.

To combat this, Spar set in motion a marketing strategy which, it claims, was “truly tuned to its customers’ wavelengths” and which could positively change how customers thought about the brand, taking perceptions beyond convenience to include value for money.

Value was at the heart of the strategy and the Group aimed to deliver it in three key areas: Value aimed at key times in the day when families needed it most; own brand value and the deployment of special promotions offering added value, such as bogofs, wigigs and limited edition collectibles.

It grew from events in 2007 when, working with Genesis, Spar had created the ‘Sorted’ campaign platform. In its submission, it explains: “We found that this single word encapsulated the ‘no nonsense’, handy role that Spar played in people’s lives…This campaign was designed to highlight the many occasions throughout the day, week and year that Spar could help ‘sort’ for shoppers.”

But shoppers needs had fundamentally changed as the years moved on. Spar found that shoppers were after savings no matter what the occasion and so the original campaign concept was redirected to demonstrate that Spar could deliver against shoppers’ desire for both convenience and value for money. That’s when the tagline became ‘Today’s Savings, Sorted”.

The runner-up in this category was Allied Bakeries for its Sunblest campaign. The judges remarked that this had been an “excellent presentation”, demonstrating good brand positioning and consumer insights. “Well executed”, said the panel.

Best In-Store Consumer Sales Promotion

The Henderson Group (Spar and Vivo)

Shrek Promotion

The panel said of this campaign that it had demonstrated “timely and targeted” use of merchandising and resulted in “good results in terms of basket spend increase”. They noted that the promotion had run in 244 outlets and remarked that to manage a campaign of this size, with almost 50,000 repetitions, was “excellent”.

The Spar and Vivo chains teamed up for this promotion with characters from the successful film franchise ‘Shrek’.

The Spar and Vivo chains teamed up for this promotion with characters from the successful film franchise ‘Shrek’.

The Henderson Group rolled out an innovative in-store promotion offering shoppers the chance to ‘save and collect’ for 10 weeks from July until September last year. The campaign was designed to drive consumer loyalty through reward while increasing average basket-spend and footfall.

The characters chosen for the campaign was Shrek, Donkey, Puss and the Gingerbread Man as market research had shown that this group would have most consumer buy-in.
Retailer buy-in was also guaranteed by providing a full support package, including a retailer launch day in the cinema where the premier of ‘Shrek Forever After’ was shown; PoS materials, merchandising support and store visits from Shrek himself.

The campaign creativity was all about gaining attention, brand awareness and association with Spar and Vivo. Eye-catching images of the adorable Shrek characters were used to ensure instant recognition once shoppers stepped in-store. A full marketing campaign using various media was used to drive footfall to the stores.

Awarding customers with Shrek characters for their loyalty was a big success, says the submission. A total of 49,392 characters were sold over the period of the promotion. Total store sales increased by 8.6 per cent for Spar and Vivo on the same period in 2009. And sales analysed in 70 stores showed an increase of 6.3 per cent in basket spend during the promotional period.

Runner-up in this category was Kestrel Foods for its Forest Feast ‘Inspiring Ingredients’ campaign. The judges said that this had been “very professional” and remarked that everything the company had done had been “consistent”.

Best CSR Initiative

Tesco

Charity of the Year/Clic Sargeant

Britvic

Ballygowan Pink

It was the panel’s opinion that these were two “excellent entries” first place was awarded to both. While the contents of the Tesco submission is confidential, the judges said that this had been “a good local exposition of a national campaign”. There had been buy-in from all the sites, they added, with “a very significant output”. As for the Britvic entry, this had again, been island-wide with “good local application” and good support at store and consumer level.

Ballygowan Pink, working with Smarts, had developed a robust partnership with Action Cancer which focused on profiling this leading cancer charity as Ballygowan Pink’s local charity of choice.

PR was seen as the main opportunity to demonstrate the brand’s local connections with Action Cancer. A photo shoot and interview with Ronan Keating was secured to launch the campaign, but NI media interest was initially limited and Ballygowan Pink worked hard to make the event relevant to a local audience. Ulster model, Laura Patterson was sent to join the launch and appropriate photos were secured for the media tie-in.

A launch partnership was established with key local title, Sunday Life, in which a free bottle was offered with every edition and Action Cancer used its relationship with Downtown Radio and Cool FM to add a tagline to the ‘Be Part of It’ radio ad which highlighted Action Cancer as the beneficiary in Northern Ireland.

The campaign included in-store activity in Spar, Eurospar, Vivo and VivoXtra stores and tailored press releases were issued to the local trade media.

Ballygowan supplied hundreds of litres of Ballygowan Pink to dozens of Action Cancer fundraising events, including the high profile Moonlight Walk. A title sponsorship package was agreed for the event and Ballygowan and Smarts launched the event and worked with Action Cancer to maximise its impact.

Ballygowan’s sponsorship positioned the brand as title sponsor on Action Cancer’s outdoor and radio advertising and dedicated Walk microsite and it gave Ballygowan the right to brand the event.

The manufacturer further supported the initiative by helping to distribute an additional 5000 flyers and 300 posters through the Britvic sales team. This support was credited as being partly responsible for the success which Action Cancer enjoyed in recruiting 50 per cent more walkers for the event than in previous years.

Best New Product Launch or Re-Launch

Mash Direct

Farmers’ Garden Range of Potato Cakes

The judging panel decided that the winning submission had been “excellent and well rounded”. The objective was very clear, they said, and the strategy and outputs had all been shown. Genuine innovation and a real business need had been demonstrated, they added, and a “very creative approach” was adopted.

The Potato Cakes launch was one of the most successful to date for this innovative local company.

Officially unveiled at the Balmoral Show last year as part of the new Farmers’ Garden range, they were initially intended to help achieve a sales boost during the summer. But following their successful performance and the high level of demand over the summer, Mash Direct realised that the product could potentially be successful all year round.

In fact, the Potato Cakes have been so successful that the firm has invested in a new automated production line which, it says, will ensure quality and texture are not compromised during manufacture.

The Mash Direct sales team has overseen a successful promotional campaign aimed at raising awareness of the product. They have liaised closely with event organisers, retailers and the media to drive the success of the new potato cakes.

Over the last eight months or so, a series of different promotional activities have been undertaken in a bid to raise awareness of the product. These have included sampling at events, trade shows and retail outlets; advertising; PoS and use of the unique Mash Direct bus.

In its submission, Mash Direct points out that the Potato Cakes product has now out-sold its sister product in the range – Baby Bakes – by a factor of six to one and constituted a sales value of eight per cent of total retail monthly sales by the end of the summer.

The product had completed its volume objective within a matter of weeks of its release and its sales have continued to grow well beyond the summer season. It has, in fact, been the company’s most successful product to date and Mash Direct believes that it could sell as many as 50,000 units by the end of this year.

Best Off-Sales Drinks Campaign

United Wine Merchants Ltd.

Santiano Chilean wine neck collar promotion

Acknowledging that this had been “a very good campaign”, the judges said while the concept was simple, it had brought a sizeable increase in business for United Wine Merchants.

The campaign ran between July and October last year, offering consumers the opportunity to win one of two ‘girly’ breaks in London. In its submission, United Wine Merchants said that its objectives had been to increase awareness of the Santiano brand among both trade and consumers. The target was entry level females and United Wine Merchants was aiming to drive sales volume with a target of 15 per cent uplift in the brand across Ireland.

Neck collars were placed on 36,000 bottles of wine which were then distributed throughout 250 off-licences on the island. Consumers were to enter via texts, by telephone or via the Santiano website.

ATL advertising for this campaign included streetliners at 45 strategic locations and a press advertising campaign in licensed, business and consumer publications. PR activity included radio and magazine competitions and editorial coverage was gained in a series of titles including Hospitality Review NI and the main national newspapers in the province.

The advertising equivalent value of the PR obtained during the promotion is stated as £164,500 along with 878,980 ‘opportunities to see’.

In-trade activity included store displays and a trade display incentive which featured a patio set prize. Posters, stands and shelf-talkers were also made available.
In the end, the promotion attracted several hundred entries – 222 (web); 129 (postal) and 344 (text), equating to a response rate of two per cent. And the brand itself experienced a 19 per cent increase in sales during the promotional period.

Marketing personality of the year

Marketing Personality of the Year 2011-04-26

Paddy Doody – The Henderson Group

The title this year was awarded to Paddy Doody, the sales and marketing director at The Henderson Group. The judging panel agreed that the fact that Paddy’s company had won awards in two other categories at this year’s event was “testimony to his market-driven approach”. His commitment to the commercial drive of the business and the charity aspect of some of its work were important factors, said the panel, and they added: “He is well known and well respected throughout the industry and the profile of Spar has risen very significantly in the last seven years, in large part driven by Paddy.”

The Ulster Sunday has undergone an evolution – if not a revolution – since the distant days of the 1950s when the swings in Belfast parks were locked up on the Sabbath.

For many people nowadays, Sunday is not centred on church activities. The focus is more likely to be on family outings, sporting activities and, increasingly, going shopping.

The seismic shift took place in 1997 when the Sunday Trading Order was passed, enabling large stores to open from 1pm and 6pm.

The 1pm restriction – which does not apply in Britain – was a concession to the churches. It meant that Sunday morning services would be over by the time stores opened their doors.

But now proposals are afoot to remove that restriction, and permit all stores to trade for longer hours on a Sunday.

In December the Social Development Minister Alex Attwood published a consultation document on the subject, inviting feedback from the business community and the public by the start of April.

Mr Attwood insists he has an open mind on the issue, but significantly he has highlighted the economic benefits of a relaxation of the laws.

He said: “My priority is getting the balance right between earlier opening and retaining the tradition of Sunday as a family day.

“Easing the current restrictions could help the local economy, benefit the tourism industry and support regeneration of town and city centres.
“This would be very useful in the current economic environment and going forward.”

At present, Northern Ireland is out of line with England, where large stores are permitted to trade on Sundays between 10am and 6pm, and also with Scotland, where there is complete deregulation.

The DSD has not identified any preferred option, but one compromise between commercial and church interests might be to enable large shops to open from 11am.

Something of a pathfinder has been the decision by Belfast City Council to open St George’s Market from 10am to 4pm on Sundays.

Initially, the new opening hours operated on a trial basis between June and September last year, but the venture proved so popular that it has been extended for a further year.

The aim at City Hall is to make Sunday opening a permanent fixture, subject to a positive review in a year’s time.

The venture is proving popular with stall-holders and the public. Visitor figures show that around 3,000 people patronised the Sunday market during October and November.

The opening of the market on Sundays is seen as part of the answer to the oft-quoted complaint from tourists that there is nothing to do in Belfast on a Sunday morning.

Church groups have been active in the protests against the proposal to extend Sunday trading hours, but so far the campaign has not been as vociferous as in 1997.

In a considered response, the Presbyterian Church’s influential church and society committee maintained that the proposal for extra shopping hours on Sundays did not reflect the “broad opinion” in Northern Ireland.

The committee said: “We cannot see who will benefit from an extension of Sunday trading hours, apart from the big multinationals, while it is clear that such a move will further undermine the small single trader.

“We would suggest that if Sunday trading is to be extended it will encourage the kind of materialism and spirit of acquisition that causes a society to lose the run of itself and fall into chaos.”

Glyn Roberts

Glyn Roberts, chief executive of the 1,300 member Northern Ireland Independent Retail Trade Association, maintained that the current laws were perfectly adequate for retailers and offered customers ample time to shop.

Mr Roberts said: “While we understand fully that Mr Attwood is approaching this issue with the best of intentions, we take the view that the current laws ain’t broke, so why fix them? Our concern in NIIRTA is that small traders such as newsagents and convenience stores could be adversely affected if the UK multiples are allowed to open all day on Sunday,” he said.

“Many of these small stores depend on selling newspapers and other grocery items such as milk and bread on Sunday mornings.”

Mr Roberts added: “In our view Sunday mornings create an opportunity for Belfast city centre to do something different. Already a café culture is developing and we should be looking at opening museums and other visitor attractions earlier in the day.

“Simply to open the stores earlier in the day would just mean more of the same and would turn Sunday into just another shopping day.”

Equally strong in its opposition is the shopworkers union Usdaw, which conducted a survey on the issue among 1,000 of its members.

Some 73% of those who responded said they were opposed to shops being allowed to open any longer than the existing five-hour stint.

Kieran Smyth, Usdaw Belfast area organiser, said: “Shopworkers are all too often put under pressure to work on a Sunday, often in an informal way that makes them feel that if they want to maintain a good relationship with their manager or even keep their job then they have no choice.

“Shops can already open 149 hours a week, 363 days of the year and Usdaw does not believe there is any clamour from the people of Northern Ireland for extending Sunday opening.”

Belfast City Centre Management also carried out a survey which showed that in general there was little enthusiasm among traders for increased opening hours on Sunday, although some shop-owners wanted more flexibility, such as opening between 11am and 4pm.

Andrew Irvine, the city centre manager, said the only major exception was House of Fraser at Victoria Square, which has made a submission for Sunday trading hours to be extended to between 11am and 5pm.

Mr Irvine said: “At present stores in the centre of Belfast are open for 70 hours a week, and many traders argue that opening for longer hours simply increases the cost base without adding significantly to takings.

“A case in point is midweek shopping, which has been reduced from three nights a week to just one as we see evidence of the recession dampening demand.”

Hugh Black

Hugh Black, centre manager at Victoria Square, which houses more than 70 retailers, said they felt that extended opening hours on a Sunday would have a positive impact on the economy and in terms of employment and tourism.

He said: “Ideally we would like to see the trading day extended from 11am until 5pm which would bring us more in line with the rest of the UK and Ireland.

“The choice provided by the extra hours in the Sunday trading day is essential in the efforts to strengthen the economy in these particularly difficult times and extended hours would signify a healthy progression for the retailing environment in Northern Ireland.”

So far the major UK multiples have not shown their hand but it is understood that some are keen to see Sunday trading in Northern Ireland brought into line with England, particularly in out of town shopping centres.

The debate will no doubt intensify as the deadline for submissions draws closer, but with an Assembly election due to take place at the start of May, it will be up to the next administration to progress matters.

Much will hinge on which party takes charge at the Department of Social Development but the debate to date has ensured one thing – this is far from being an open and shut case.

Gerry Cassidy has witnessed dramatic change since he came to work for Allied Bakeries in Belfast in 1970 as a van boy.
Consolidation has slashed the number of large bakeries in the province from 12 to three; the big local supermarket chains such as Stewarts and Crazy prices have vanished into history and nowadays, the first person to touch a loaf of fresh bread is usually the customer, such is the state of automation across the industry.

Things have also changed for Gerry: four decades after he first walked through the gates at Allied, he’s now national account manager in Ireland. In that time, he thinks he’s probably sold more than 300 million loaves – spread out end to end, they’d run twice round the planet!
“I’d don’t think that I’d ever get this job today without third level education,” he says. “I think it serves to show that you can still work your way up through the ranks. I’ve since gone back to study at Queen’s, but there’s a lot to be said for starting at the bottom, I think. It gives you a good grounding that serves you well as you grow. They talk about customer service today as if it’s something new, but if you’ve ever sold bread from a real bread van, then you knew what it was all about.”

In the 70’s, the Tip Top Bakery, as it was known then, operated a fleet of 100 traditional delivery vans which made door-to-door sales calls and delivered their bread to local grocery stores. As a van boy, Gerry’s job was to assist ‘the bread man’ with his daily rounds.

“Bread had been in our family for a long time,” he recalls. “My grandfather sold bread from a horse-drawn cart so it wasn’t a big surprise that I wanted to work in the bakery industry from an early age.

“Looking back at it in those early days…selling bread was very direct. Door-to-door sales were vital to the business and we were literally canvassing like politicians to attract new customers to our brands.

“I loved the job as I’ve always enjoyed meeting people and selling products. At the time, I didn’t realise I’d be in the same company for 40 years but here I am and I still love what I do. Even though the business has changed dramatically over the years, I still get a buzz from selling and working with people.”

Allied produces Kingsmill, the number one selling loaf in Northern Ireland. It also makes Sunblest, which is perceived as a strong local brand; Burgen, a niche product with a loyal following, and, of course, the ever-popular Veda. A full range of morning goods, bread rolls and fruit products is also produced.

There are around 320 people employed by the firm at its Belfast headquarters and it maintains depots in Dungannon and Coleraine. Around a million units a week are shipped all over Ireland from the plant at Orby Link. Within Northern Ireland, the company is unique in that it uses entirely its own staff to operate a fleet of 54 wholesale vans, no agents are involved in delivering the products.

“In my view, the priority is always to deliver a total package to the customer,” remarks Gerry. “We need to be able to service the whole trade, multiples, non-multiples, convenience and so on. So customer service is always a big thing for Allied, it’s paramount.”

Progression

At 17, Gerry was able to learn to drive and within three years, he’d progressed to van supervisor and then to area manager – the youngest manager in the company at the age of 20.

In the mid-70s, the Tip Top Bakery changed its name to Sunblest and Gerry was asked to move from retail sales into wholesale management. Not having been there before, he opted to become a member of the sales team rather than a manager.

“In all my working life, I’ve never asked a member of staff to do something that I haven’t done myself and so I was uncomfortable at the prospect of moving into the wholesale management side of the business without actually working in a direct sales role first,” he explains.
Gerry did eventually make the move though and became part of the team that won the bakery’s first sales in the Republic of Ireland. He went on to become national account manager in 1972, by which time the company had become known as Allied Bakeries.

He agrees that over the years the number of jobs in manufacturing and sales has declined as skill and the use of technology have increased, but he says that a fascination with the pace of change in the industry and the passion of the Allied ‘family’ are two of the factors that have kept him interested in the job for the last four decades:

“Bread is part of the staple diet in Northern Ireland and only has a shelf life of days, so the bakery industry is extremely fast-moving and constantly re-inventing itself,” says Gerry. “We’re progressing all the time and Allied Bakeries has invested heavily over the years in equipment and technology to ensure that it remains the biggest bakery in Northern Ireland, but it has also managed to retain the feeling of a family bakery.”

Over the years, Gerry has sold many familiar brands, from the early days of Tip Top, White Chief and Mighty White, to the more recent successes of Sunblest, Kingsmill and Allisons:

“The success of Kingsmill in particular since we introduced it in 1991 has been phenomenal”, he remarks. “For years now, it’s been Northern Ireland’s best-selling loaf by a long way which, for a premium product, is a remarkable achievement. We’re all very proud of what we’ve achieved with the Kingsmill brand.”

Leisure
Outside work, Gerry enjoys walking and has recently discovered the joys of skiing. He also sits on the board of Caravan, the charity for grocers, and is heavily involved in organising the annual Grocers’ Ball. He also works with Business in the Community through an Allied Bakeries mentoring scheme and is very proud of his involvement with Tasty Foods, a small business in west Belfast with which he started working in an advisory capacity 15 years ago:

“It’s a great business and they’re still going strong and calling me from time to time”, adds. Gerry. “That gives me a lot of satisfaction.”
As for the future, Gerry is content to continue doing what he knows best:

“I’m in a nice position,” he says. “I love my job but I could retire a happy man tomorrow if I wanted to.

“I also love my work with Caravan and I would urge everyone to do some voluntary work. It’s a wonderful feeling and very rewarding.

What advice would he offer any young people who are currently about to embark on a career of their own?
“You’ve got to have drive and self-motivation and always do the best you can,” he says. “Be honest, keep your word and always treat people how you would like to be treated. Otherwise, Northern Ireland is a small place and it will come back to haunt you some day.”