Bakery team using their loaf to deliver innovation in bread market
THE panic over bread during the big freeze last winter — and the amusing memes which followed — proved how important it is in our lives. Bread has forever played a big part in our diet. I remember my mother used to make the most gorgeous brown bread, and when asked how she did it, she’d say “ah just a bit of this and a handful of that”. In truth, the consistency proved that she knew exactly what she was doing. It was habit but just wasn’t written down.
Over the years the baking industry has become more sophisticated and there is an industry working behind the scenes bringing a variety of ingredients to satisfy changing tastes and health needs.
More and more consumers are aware of the ‘back of pack’ label and want healthier products, such as lactose free, gluten-free, more protein, no added sugar, sugar-reduced, fat-reduced and calorie-reduced products.
This nutritional optimisation is a real challenge facing the baking industry today, because salt, sugar and fat are integral to the processing of baked goods. But it also presents opportunities for those that are forward thinking. ANDREW INGREDIENTS Andrew Ingredients was founded in Co Down in 1945 by Bill Andrew. Today it is owned and operated by Tim Andrew, his wife Mairead and daughter Claire. A wholesaler of a broad range of ingredients for the bakery industry, it is now based in a 34,000 square foot facility in Lisburn.
Supported by four hands-on directors, it services the food industry including retail and wholesale bakers, manufacturers, hotels, restaurants, ice-cream and coffee shops.
The business acquired a competitor in 2001 and that brought additional reach with new customers and product ranges.
The range now includes 2,000 products such as flour, sugar, fat, sauces, flavours and yeast. It also includes value-added pre-mixes, decorations, icings and toppings. CUSTOMER FOCUS The business initially serviced the local market in Northern Ireland. In 2008 it expanded into the Republic, which now accounts for 40pc of the overall business. Scotland is now a recent new target and there is one sales person servicing that region.
The selling is done by a combination of a field team and an in-house team. Because food typically has a limited shelf-life, orders are taken weekly. The field sales team service its territories in a traditional manner, ie, planned personal calls by sales representatives to customers on a cyclical basis. The company is convinced that customer relationships are best maintained through personal contacts.
Like many other commodity industries, there is a strong focus on price in the bakery sector. Andrew Ingredients competes as well as any on price, but I was particularly impressed to see that the team puts more focus than most on customer experience.
This includes fast response times, knowledgeable and friendly staff, extensive ranges, high stock levels, help and support.
The big differentiator, however, is the relatively new test bakery and kitchen. Keep in mind that trends keep changing and there is constant innovation in the food industry. For example, you’ ll have heard about the new doughnut store in Blanchardstown and the noisy queue of cars at night. And just a few weeks ago in the TV programme The Apprentice, the team were set a task to make their own doughnuts.
To be a support and to add value to its customers, Andrew Ingredients invested in and created ‘Bill’s Test Bakery and Kitchen’ on its premises for events and workshops. Customers also go there to work with a dedicated in-house baker to collaborate, develop and test new ideas.
I was particularly impressed with this as the business is spending money on a concept that doesn’t have an immediate financial benefit. It’s a long-term strategy that positions it as a key resource to its customers.
Last week I talked about the importance of customer experience in B2B. This is a perfect example of an organisation that recognises that and delivers on it. THE FUTURE As the desire for more healthy foods continues to prevail, sales in plain white bread are flat while there is growth in spelt, granary and seeded breads. Andrew Ingredients are also exploring other innovative options where more can be added to bread, such as protein, chia seeds and omega 3.
As a Northern Ireland-headquartered company, the Brexit situation is a big concern. Thankfully, the company has taken time to consider the implications for its future. Not only is it impacted on the selling side with a large percentage of sales coming from the Republic, but it also imports products from the eurozone and other territories outside the UK.
There is a strong senior team of professional managers running the business. So I’ve no doubt that the future is in good hands.