Premier Foods has awarded its Manager of the Month title to Les Biddle, grocery category controller at Dhamecha - the five-strong chain of cash and carry outlets serving more than 10,000 retailers within the M25.
Les has worked for Dhamecha for 10 years, initially responsible for buying at the Wembley outlet where he's now based - and now for all five depots. Les confirms that working closely with Premier Foods, or indeed any supplier, is important for all concerned. "We are all charged with the responsibility of making profits for the companies we work for and close liaison is the way to achieve this," he says.
Les gets the balance right between demonstrating strong business acumen and understanding of the sector he buys for and the human side of the business relationship.
Richard Corbyn, business development executive at Premier Foods, says: "Les has an approachable honest, friendly and informal style. He also readily passes on opportunities from retail customers." Richard is particularly impressed with the way Les has supported Branston Relishes, which have seen good sales through Dhamecha depots.
All the Dhamecha depots, as part of Today's Group, enjoy the benefits of national promotions activity. This is supported by the chain's local three-week promotions. These give Dhamecha's retail customers the opportunity to compete with the major multiples and symbol groups.
"Promotions that work particularly well on Premier Foods products include extra value offers and price-marked packs of Ambrosia Rice and Custard. More recently we featured Branston Relishes for one week in Wembley and Barking and with Richard's enthusiasm during the Trade Days at each depot, we achieved sales increases many times above what we'd normally expect for these products."
Les also works closely with his depot managers, saying it's vital for them to look after the retail customers who are the lifeblood of the business. "However, it is equally important that the manager liaises closely with the buyers. This enables them to negotiate the best deals on any special requirements on orders."
Les also believes that it is important to ensure that his depot managers are aware of competitor prices and any other initiatives Dhamecha needs to be aware of to ensure it continues to offer great value and service to retail customers.
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