Darren Weir

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Darren Weir

  1. 1. Darren Weir Senior Business Manager Fresh Produce Woolworths Limited July 2009
  2. 2. Woolworths Customer Focus “If you’re not directly serving the Customer, you must be serving Customers Marketing someone who is” (Harry Watts) Retail Operations Buying Hort Industry Groups Suppliers Logistics Service Providers Markets
  3. 3. Fresh Leadership
  4. 4. So what are we doing? 5 Customer FOCUS 4 Whole of business focus Training Focus 3 Streamline work practices 2 Multi-faced Fresh Training Programs 1 Honesty in our assessment of our offer
  5. 5. SUSTAINABILITY
  6. 6. Sustainability Strategy
  7. 7. Produce Crate System
  8. 8. Key Drivers of Opportunity for Suppliers • Quality and Food Safety is non-negotiable • Produce is sourced from suppliers who are aligned with customers needs for safe quality fresh food, consistently • Priority is to support with consistency those primary producers who have invested over time to assist in provision of consistent quality • Long term planning, Strategic Planning • Consistency of supply • New Products, Taste & Flavour, Value Add • Innovation and information
  9. 9. How to do Business with Woolworths
  10. 10. Woolworths Fresh Produce Buying Fruit Growing Regions Darwin Katherine Vegetables Growing Regions Mareeba Kununurra Innisfail Hard Produce Growing Regions Atherton Tully Mundubbera Bowen Ti Tree Carnarvon Bundaberg Chinchilla Sunshine Lockyer Coast Valley Gatton St George Warwick Stanthorp e Bourke Coffs Virgi Harbour nia Menindee Hillston Dorrigo Perth Metro Renmar Adelaide Hills Griffith Orange Metro Sydney Riverland k Sunraysia Young Swan Hill Pemberton, Donnybrook Batlow and Manjimup Bendigo Cobram & Shepparton Yarra Valley Werribee ! Gembroo k Thorpdale North & South Huon Valley and Tasmania Launceston
  11. 11. Vendor Profile 14 9 27 >$100,000,000 37 >$50,000,000 >$20,000,000 >$10,000,000 >$5,000,000 >$1,000,000 <$1,000,000 228 149 • Vendors Classified as Direct or Wholesale by No. • % of Total • Direct Vendor Total 321 70.86 • Wholesale Vendors 132 29.14 • Total Vendors 453 100.00
  12. 12. Woolworths Fresh Produce Buying • Woolworths Quality Assurance (WQA) is about food quality and safety • Quality and Food Safety are non negotiable • WQA aims to “Protect our Customers Trust” • All of our Produce trade partners are certified to WQA. • All Woolworths Produce Distribution Centres are also certified to WQA.
  13. 13. HOW DOES THIS APPLY TO AVOCADOS
  14. 14. Woolworths Fresh Produce Buying 1. Promotion 2. Pricing 3. Payment
  15. 15. Focus on Merchandising
  16. 16. Customer Education
  17. 17. Customer Education
  18. 18. Customer Education
  19. 19. Brochures
  20. 20. Fresh Market Updates Shepard Avocados featured in Fresh Market Report 6th & 7th March
  21. 21. Staff Education
  22. 22. Staff Education
  23. 23. Promotions
  24. 24. Hass 2008 Promotion • In-Store dates: – W/C 19/5 until W/C 6/10. • Key Messages: – demonstrate the many versatile uses for avocados • 1,140 four-hour demos over 20 weeks – 5 blocks of 4 weeks – 240 stores per block • Four week programme of in-store radio ran from the W/C 19/5 to 16/6 • Recipes demonstrated – Avocado and Basil Bruchetta – Avocado Toasties – Easy Guacamole (where there was no power outlet at the store) • 112,740 Customers reached
  25. 25. Customer Feedback Consumer Survey Results
  26. 26. Shepard 2008 Promotion • In-Store dates: – W/C 3/3/08 Nationally for 2 weeks – BREAK for W/C 17/3/08 – EASTER – W/C 24/3/08 Nationally for 2 weeks • 495 demos in total – Top 250 stores – 2 sessions – 1981 hours • Key Messages: – SHEPARD AVOCADOS STAY GREEN – When Ripe & when Cut
  27. 27. Shepard 2008 POS
  28. 28. Shepard In-Store Activity
  29. 29. Shepard 2009 POS
  30. 30. Combing Local & Imports to achieve growth. Local Total WOW Avocado Purchase Units NOV-JAN Import 07 08 09
  31. 31. THANK YOU

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