Early birds catch success
A 3am start to the working day is not for the faint-hearted. But when freshness is king, it’s become a key part of the success for brother and sister Colin and Sarah Benge.
I’ve been watching Benge & Co grow from small beginnings, and am impressed with how they draw customers to their stores when it is so easy to buy fruit and vegetables from supermarkets.
Last week I had a coffee with the siblings, and the reason for their success soon became apparent – hard work, passion, and being uncompromising on the quality of the product.
The business has evolved since the purchase of Stoke Fruit & Vege and the Nelson store in 2009. As well as selling fruit and vegetables, they stock a range of associated, quality grocery items, and have further expanded to include shops in Richmond and Blenheim.
Sarah told me their key advantage is how they buy produce.
‘‘We buy fresh every day for all stores. The systems are set up to be able to bring in fresh produce every day – just enough for that day, we don’t buy lots in advance, and we try and sell most of the produce the day we have it delivered. We are continually restocking shelves with food that was fresh in store the same day.’’
Colin works tirelessly with growers and suppliers. He talks to growers about their produce as often as he can, sometimes several times a day. When he gets to the fruit and vegetable markets at 3am, he knows what is going to be there and makes sure he selects the very best.
‘‘I am their first customer every day to select the best and freshest produce and taste it. Tasting what we buy is really important to us. We want to make sure the product we are going to be selling is top quality.
‘‘I take a knife with me and cut oranges in half to make sure they are juicy. Basically, if we are going to sell it, I want to taste it first, if I can, and I want to know who grew it and where it came from.
‘‘Our customers can expect produce that is fresh so it will last when they take it home. Everything is super fresh when we buy it; the product hasn’t been sent to a centralised distribution store and then delivered around the country.’’
So where did this passion for selling fruit and vegetables come from? The pair told me they were looking for a business, wanted to stay in Nelson and had a connection to the land.
‘‘Dad and granddad were both orchardists in the Nelson region, so as youngsters we had access to fresh fruit straight from the trees and did a lot of hard graft on those orchards. We learnt what goes into growing great food,’’ Sarah said.
‘‘That has helped us develop a great relationship with growers and suppliers. We respect the effort they put into growing something, and we make sure we handle it properly at our end so the customers get the best product in the best condition possible.’’
Over the years they were involved in their own businesses, and had experience in the hospitality sector. Colin was a manager at Guytons seafoods, while Sarah was a training specialist in Wellington. Colin also worked for Wellington’s fresh food market Moore Wilson, and the pair visited markets in Melbourne and Sydney.
Buying the Stoke and Nelson stores enabled them to learn about the fresh fruit and vege trade while establishing a brand and culture at the same time.
Colin told me the biggest investment they make is in time, both in training staff and sourcing product.
‘‘We deal direct with growers where possible, and they love our attitude around quality.
‘‘Windsong Orchard, which featured on a recent Country Calendar episode, pick their plums for us when they are ready to eat – delivered directly into store at their best, not picked under-ripe and ripened artificially.’’
Their quest for quality also led them to Avogrey Orchards in Gisborne. ‘‘We believe they are New Zealand’s best avocados, and we’re privileged to have them.’’
Once the produce is brought to the stores, there is a comprehensive stock control system to ensure there is just enough for that day’s demand.
‘‘We are lucky to have such fantastic, committed staff who have the same passion we have. They look after the produce from the early-morning arrival, hustling through the day, looking after customers,’’ Sarah said.
‘‘We have created a high standard, and have to work hard to maintain these. Customers expect a lot more from us and the produce we sell than they do from supermarkets.’’
Wine Pick
Allan Scott Family Winemakers Marlborough Riesling 2017
RRP $18 ★★★★ 1⁄ 2
Technically off-dry but tastes more medium to medium-sweet. The initial textural richness flows through the palate, with delicate wild honey flavours wrapping themselves around orange and lemon citrus flavours. Dry acidity in the long finish makes this the perfect wine to enjoy on its own or with spicy foods.
‘‘Customers expect a lot more from us and the produce we sell.’’