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General As we move on from the dreariness of Winter weather and the promise of warmer spring and summer months the traditional lift in consumer spending commences in the lead up to Christmas. Labour weekend seems to always be the launching pad and so once again we have been preparing and attempting to maximise our clients’ shelf presence in retail and distributor loading in foodservice. With the tax cuts in October it hasn’t taken long for people to realise they have a bit more money each week, but unfortunately the GST increase and more so the massive jump in fuel prices has tempered the positives. The market is quite tough at present as people reduce discretionary spending per se and the food industry has been also hit – eating out has diminished with a flow on effect to the food service sector, but interestingly there has not been a responding lift in retail sales. At Rothfords we see this is a time to focus on defining and maximising sales to stores and foodservice customers of products that meet their requirements for good volume sales and reasonable GP’s. Not easy to do, but an imperative to maintain and grow sales and relationships. Competition for space is almost vicious and only the best selling products at better than normal GP’s will hold the attention of the buyers – but more so product on shelf or in the warehouse must be attractive to the end users to stay in play and sell through quickly. So more than ever we all need to be flexible and responsive to the changing market dynamics. Rothfords now has over 50 people in the trade nationwide dealing with key decision makers and our reporting systems back to clients’ provides them with up to date market information that can be used to modify or change tactics. Staff News As indicated above we have a great team of people from the far North to the Deep South and we work hard to allow all our people to be the best they can be in their roles. In our vision we talk about enabling our staff to take a leadership role in their activities and this does not just relate to management staff “leading” our teams, but each person being recognised as really good at what they do by their peers in the trade and an expert in representing the brands and clients’ we have partnered with. Using our HEART values and by continually reinforcing our commitment to being the best we are seeing staff really excel and even surprise themselves at what they can accomplish. Ask Wendy Growcroft our Taranaki rep (and one of our more recent reps) how she feels now about selling pallets of product and being recognised by the supermarket buyers as a very competent rep – one of the best we were told by one recently. That is a testament to Wendy’s tenacity and energy. It also shows how stepping outside of Wendy’s comfort zone she has made huge strides. I remember Wendy confiding in me once that she didn’t think she could get up to the level of others as it was all so daunting. Well done Wendy – from what I have heard you have not only gotten there, you have stepped into a leadership role in your area. Wendy is just one example of what the people & teams are accomplishing up and down the country – we realise we can always continue to improve, and we strive to do so - but it is also good to look at where we have come from and recognise the good growth accomplished. Highlights We have just signed with EasiYo yoghurts in the Foodservice area and are looking forward to building a long term partnership with this fantastic company. As indicated above the seasonal upturn in sales is starting so our Angel Bay burgers, Shore Mariner Seafood, Giannis breads and Regal Salmon business is really starting to crank. We have a new range of Tulsi Sauces coming to market as we speak and the initial performance of these has been incredible, not just a Curry sauce but a product that can be used in pastas, on pizza’s and even on salads and we expect great things from the Tulsi range over summer. With warmer weather here it is also the time for ice creams, frozen berries and deserts to move up a notch and we are starting to see this develop week by week. So all in all – it’s the crazy season once again, so I better get back to work. All the best and more news to come next month. Tony Trilford News & Views » October OctoberGeneral As we move on from the dreariness of Winter weather and the promise of warmer spring and summer months the traditional lift in consumer spending commences in the lead up to Christmas. Labour weekend seems to always be the launching pad and so once again we have been preparing and attempting to maximise our clients’ shelf presence in retail and distributor loading in foodservice. With the tax cuts in October it hasn’t taken long for people to realise they have a bit more money each week, but unfortunately the GST increase and more so the massive jump in fuel prices has tempered the positives. The market is quite tough at present as people reduce discretionary spending per se and the food industry has been also hit – eating out has diminished with a flow on effect to the food service sector, but interestingly there has not been a responding lift in retail sales. At Rothfords we see this is a time to focus on defining and maximising sales to stores and foodservice customers of products that meet their requirements for good volume sales and reasonable GP’s. Not easy to do, but an imperative to maintain and grow sales and relationships. Competition for space is almost vicious and only the best selling products at better than normal GP’s will hold the attention of the buyers – but more so product on shelf or in the warehouse must be attractive to the end users to stay in play and sell through quickly. So more than ever we all need to be flexible and responsive to the changing market dynamics. Rothfords now has over 50 people in the trade nationwide dealing with key decision makers and our reporting systems back to clients’ provides them with up to date market information that can be used to modify or change tactics. Staff News As indicated above we have a great team of people from the far North to the Deep South and we work hard to allow all our people to be the best they can be in their roles. In our vision we talk about enabling our staff to take a leadership role in their activities and this does not just relate to management staff “leading” our teams, but each person being recognised as really good at what they do by their peers in the trade and an expert in representing the brands and clients’ we have partnered with. Using our HEART values and by continually reinforcing our commitment to being the best we are seeing staff really excel and even surprise themselves at what they can accomplish. Ask Wendy Growcroft our Taranaki rep (and one of our more recent reps) how she feels now about selling pallets of product and being recognised by the supermarket buyers as a very competent rep – one of the best we were told by one recently. That is a testament to Wendy’s tenacity and energy. It also shows how stepping outside of Wendy’s comfort zone she has made huge strides. I remember Wendy confiding in me once that she didn’t think she could get up to the level of others as it was all so daunting. Well done Wendy – from what I have heard you have not only gotten there, you have stepped into a leadership role in your area. Wendy is just one example of what the people & teams are accomplishing up and down the country – we realise we can always continue to improve, and we strive to do so - but it is also good to look at where we have come from and recognise the good growth accomplished. Highlights We have just signed with EasiYo yoghurts in the Foodservice area and are looking forward to building a long term partnership with this fantastic company. As indicated above the seasonal upturn in sales is starting so our Angel Bay burgers, Shore Mariner Seafood, Giannis breads and Regal Salmon business is really starting to crank. We have a new range of Tulsi Sauces coming to market as we speak and the initial performance of these has been incredible, not just a Curry sauce but a product that can be used in pastas, on pizza’s and even on salads and we expect great things from the Tulsi range over summer. With warmer weather here it is also the time for ice creams, frozen berries and deserts to move up a notch and we are starting to see this develop week by week. So all in all – it’s the crazy season once again, so I better get back to work. All the best and more news to come next month. Tony Trilford 
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