In today’s rapid-paced and highly competitive food industry, the art of listening to customers has never been more important. Over the last four decades as a small family-owned company, Riverside Foods, and more recently Wellside Foods, have not only survived but thrived by staying attuned to the needs and desires of our valued customers. This has allowed us to stay ahead of trends in the food industry, often anticipating market demands before they fully materialise. Our desire to innovate and respond quickly to New Product Development (NPD) demands has been a cornerstone of our success, and it’s all rooted in one fundamental principle: listening to our customers.
The art of listening to our customers
Post-COVID, in our brave new and evolving world, I have chosen to touch base with every one of our customers personally, face to face, to listen to them. My aim is to take on board their experiences over the last decade and to try to gain a real understanding of who and how they are, their strategy, and their short and long-term business goals.
This has been a fascinating year with some wholly unexpected results. Most businesses now recognise the importance of healthy relationships along the supply chain at every juncture, noting special support and assistance in a fiercely competitive market. Pricing, whilst still important, has reached impossible levels and created a concern for quality alternatives with fair margins for both parties. There is a need for a new approach to the cold previous tendering price-driven experience, the compromise on quality to achieve retention of supply and the never-ending shrinkflation demand.
A long-term plan to slowly and steadily build both businesses without compromising quality is the way forward. The pivotal role that listening plays in understanding and meeting customer needs is key. Common sense if you operate that way yourself. It’s not a great shake to grasp the concept. In sales, listening goes beyond merely hearing words; it involves understanding the underlying desires and challenges that customers face. This empathetic approach helps build trust and fosters a relationship that goes beyond mere transactions.
Staying ahead of the game with innovation
Over the years, we have seen the market catch up to ideas that we introduced well ahead of their time. This forward-thinking approach is possible because we actively listen to our customers and anticipate their future needs.
For example, several years ago, before gluten-free and plant-based food became mainstream, we noticed a growing segment of health-conscious consumers. By listening to customer feedback and observing broader industry trends, we began developing two new ranges of products – one catering to those with gluten intolerances and one for those switching to a lactose-free and plant-based diet.
The benefits of being a small family food company
One of the advantages of being a small family food company is our agility. Unlike larger food companies, we can quickly adapt to changing market conditions and customer demands. Our close-knit team allows for seamless communication and rapid decision-making, ensuring that we remain responsive and flexible.
By leveraging our in-house expertise and maintaining close communication with our clients, we can develop, test, and deliver new products within our clients’ desired timeframe. This wouldn’t have been possible without our commitment to listening and our ability to respond quickly to customer needs.
Final words
We believe that listening to our customers is not just about addressing their immediate needs but also about building long-lasting relationships based on trust and mutual respect. Every interaction with our customers is an opportunity to learn, improve, and innovate.
Listening to our customers is more than just a business strategy; it’s a core value that drives our innovation, agility, and dedication to excellence. Over the past 40 years, this approach has allowed us to stay ahead of market trends, respond swiftly to NPD demands, and build enduring relationships with our customers. As we look to the future, we remain committed to the art of listening, ensuring that we continue to meet and exceed the expectations of the ever-discerning consumer.
By staying true to this principle, we believe that our small family company will continue to thrive, innovate, and lead in the dynamic and ever-evolving food industry.
Riverside Foods is a leading UK supplier of high-quality halal frozen chicken and turkey products. For more details about our Christmas range, please phone +44 (0) 1691 839288 or complete our contact form.
