Gift Focus - Sep/Oct 2018 (Issue 109)

Cheesemonger Paxton & Whitfield’s sales manager, Jeremy Bowen, talks about his thoughts on the challenges and opportunities in fine food retailing and how shops can find success in a tough environment. What’s your view of the landscape that fine food retailers now operate in, and how has this changed over the past five years? Deli counters in the supermarkets are now few and far between. Over the past couple of years, the Co-op, Waitrose and Morrisons have either binned them or squeezed them into a gesture with a tiny offer. And people no longer have the same brand loyalty that they once did and shop around more than ever before. The discounters are also part of the mix, with Aldi and Lidl upping their games in their offers and styles. For independents, high street retailing is harder than ever. We are squeezed and smacked with paperwork and nanny state initiatives and processes. All this means that it’s important to not just do the same old – think theatre and great service in-store and e-commerce to widen your customer base. But also be lean and keen. It’s certainly not about spending more just to achieve less. Fully understand your customer base, and make sure your business reflects their needs and expectations. More than ever, the customer is king, so welcome them into your store, celebrate their energy and help them to enjoy spending time and money with you. What are the top cheese trends of the moment, and what is driving those trends? We produce enough cheese in the UK and import everything you could wish for, so it’s not about new cheeses but highlighting the amazing pick and mix of cheese we have in the UK. We like to highlight the best of local and seasonal, with a “when it’s gone, it’s gone” policy. Think goat’s cheese in the spring or Mont d’Or in autumn. Help your customers to understand the value of real food – artisan at its best – by ensuring your staff are up to speed on all the USPs. Tell the story of food without boring or intimidating people. And if your cheese knowledge is poor, check out academyofcheese.com. What impact, if any, could Brexit have on the speciality cheese market in the UK? Brexit is the elephant in the room, for sure. But please don’t overthink it. What will be will be, and if your offer is good, you will be in the best place to benefit from it. Of course, if you export cheese, it could be all change! What services does Paxton & Whitfield offer to help retailers maximise cheese sales? It’s quite simple. We are a one-stop shop for all your cheese needs, offering a superb selection of artisan cheese, associated products, glorious gifting and must-have accessories. We distribute throughout the UK and worldwide, meaning you can buy what you want when you want it – little and often or seasonally (this means foodservice operators also love what we do). We inject quality in all that we do. We are a brand distributor, so buy into our expertise – it’s free of charge, and we are keen to help our customers as much as we are able to. When advising and selling to hospitality customers who might want a small but perfectly formed cheese selection, what kind of advice does Paxton & Whitfield offer to help them choose? What would be your top three tips? Buy little and often, keep it fresh and keep it seasonal. Plus, we provide fact sheets on all our cheeses and offer staff training sessions to all our foodservice clients. What, in your experience, are the typical mistakes cheese retailers make – and how can they more readily avoid them? I don’t like to lecture because I appreciate how challenging retail can be. So these are my thoughts and observations only! Remember, you are only as good as your team. Happy, organised and educated teams are like an orchestra – they play beautiful music, and that is due to a great composer and conductor (you!). Don’t be a busy fool. Take time out to allow yourself to think about your business and where it needs to be. Easier said than done, I know, but it’s so important. If you don’t enjoy what you do, don’t do it. Life is too short. How prominent is the Speciality & Fine Food Fair in Paxton & Whitfield’s yearly calendar? The Fair clearly allows us to tick a sizable number of boxes. It’s a given that we source at the show. Plus, we look for trends and innovation, and finally, of course, we exhibit to make profitable sales. So it’s about tickling existing customers, engaging with lapsed or work-in-progress customers and finding the new. Over the three days of the show, our HQ and retail outlets run on a skeleton staff because it’s so important that our sales, buying and managerial team all attend. And for producers who attend thinking it’s all about taking orders on the stand, they are sadly mistaken – it’s so much more than that! They need to milk it for all it’s worth. It’s a well-rounded, hugely commercial, credible show that offers insight into brands, customers, innovation, packaging trends, sustainability, export, spec and tech, industry news and views and the chance to make new foodie friends. For me, it’s a no-brainer and an annual must-do that more than justifies the cost and the energy level! giftfocus 137 Speciality & Fine Food Fair