[ INDUSTRY NEWS ]
More marketing for Sugro Neil Turton, who replaced Philip Jenkins as chief executive of Sugro UK earlier this year, has set his sights on widening the scope of the group. While snacks, confectionery and soft drinks are its strengths, plans are being made for more involvement in the grocery and licensed sectors. Better marketing and selling are also high on the agenda for the Nantwichbased group, generally known as just a buying organisation. To this end, Shruti Senapati has been appointed marketing manager. “She comes to us from outside the food sector,” said Turton, “but when she was living in India, she had plenty of wholesale marketing experience. We have never had a marketing-led approach before.” Senapati is one of 25 Sugro staff, which includes
personnel at the head office and in the field. Turton, 52, formerly chief executive officer at Nisa, admits: “Our image has been low. I have just interviewed somebody from the grocery trade for a job here; he’d never even heard of us before! “We’ve had a year of uncertainty. Our staff are looking at me to generate a more positive future for what has been an old-fashioned buying group.” Turton also wants to improve Sugro’s overriders and digital strategy. “One-third of our 80 members, whose annual turnovers range from £6 million to £40 million, are e-commerce enabled. I want that to be 100%.” Getting closer to the membership, Turton and his team have been devising a bespoke marketing programme for Belfast-based O’Reillys, with 60 products
Neil Turton (third on left) with members of the Sugro board.
marking the company’s 60th anniversary. Over the coming months, he will be looking closely at other components of the £1.1 billion group. However, Turton has no plans at this stage to develop the symbol side, represented by the low-key Nearbuy fascia. More popular is the group’s retail club which, according to the Sugro website, has the backing of more than 2,000 retailers. “A lot of our members
have a lot of love for us but feel we could have been more successful,” said Turton. Although three wholesalers left the group last year, several new signings are in the pipeline. “My intention,” he commented, “is to do fewer things better. “By next September (the end of his first year in charge), I hope you will see a substantially improved organisation.” a Sugro UK (01270) 628728
Signature show a success for First Choice First Choice Foodservice, of Burton upon Trent, attracted 350 customers to its inaugural trade show, the attendees representing a wide cross-section of businesses, including large pub and restaurant chains and independent cafés and tea rooms. The Signature Food and Drink event, held in Derby, showcased a number of new products and featured demonstrations by several suppliers. Almost 200 manufacturers took stands, giving delegates the chance to take advantage of exclusive oneday-only offers. 08
December 2018
Colm Doogan, sales director of Irish juice firm Mulrines.
Exhibitors included the wholesaler’s suppliers of freshly prepared meat and fruit & veg, mid-Wales artisan dessert maker Sidoli and Preston-based Pizza Plus. First Choice is a member
www.cashandcarrymanagement.co.uk
of the Fairway Foodservice buying group, which presented key products from its own-brand range at the show, held in partnership with Nottingham drinks wholesaler Libra Drinks.
First Choice managing director Steve Ainger told Cash & Carry Management: “We had very good feedback from those who attended, the main message being that it felt ‘more like year 10 than year one’. “A significant benefit was that, due to working with Libra Drinks, more customers were able to build relationships with companies they were previously unaware of.” First Choice, established in 2009, delivers more than 4,000 product lines each week. a First Choice Foodservice (01283) 741630