Interview

Paul Hill speaks to Martin Ward, the new chief executive of Country Range Group

Martin Ward Chief executive, Country Range Group

PH: What are your plans as CRG’s chief executive?

MW: Last year was a massive year for me personally, as I proudly became chief executive, and for the group as it celebrated 30 years. As part of our celebrations, we raised a staggering £186,190 for Hospitality Action and a wide range of charities in the local areas of our central office and each of our member depots across the UK and Ireland. I’m still in awe of our team and members for raising such an amazing amount. It was tough going in a difficult year, but it’s going to be extremely rewarding to see how the donations help those local communities across 2023.

Strategically, we have an extremely important and exciting year of activity and projects that lie ahead. We lost two members of our group in January (follow- ing their acquisitions by Bidcorp), but that’s life and business. We move on. My plan is simple: we need to make the best commercial decisions on behalf of our members and make good progress when it comes to our sustainability. Another big focus for us is the development of the Country Range brand in terms of range, quality, value and relevance to the caterer of tomorrow, and we have some exciting changes we will announce later in the year.

Mostly, I want our members customers to have everything they need so they don’t just survive, but thrive, in 2023.

How is Country Range Group looking to innovate in the foodservice wholesale industry?

Innovation is in our blood and we have already kicked off an exciting schedule of product launches to help our customers face all obstacles, whether challenging economic conditions or new government legislation.

To provide inspiration ahead of Mother’s Day and Easter, a range of desserts and cake mixes all hit the market, along with our reformulated pudding and bread mixes, which conform to the 2024 HFSS guidelines. The Country Range Student Chef Final also took place this month.

What are your predictions for the future of foodservice wholesale over the next 12-to18 months?

It is incredibly difficult to estimate what will happen, but these are my hopes:

That chefs across the public and profit sectors can roll their sleeves up once again and through imagination, hard work and support from their whole- saler, they can overcome all challenges, see success and, most of all, stay in business.

That from the bad times, we will all learn and, hopefully, see some exciting new concepts and emerging trends, whether that is flavour or cuisine-based, occasion-based or possibly around low-energy cooking methods. When it comes to dishes and flavours, I think we will see a bit of nostalgia and a return to classics with a twist, but I expect the adventurous UK consumer to continue its love affair with global cuisines, ingredients and tastes.

Unfortunately, I do believe there will be casualties across the hospitality sector in 2023, especially if the vital government energy support to hospitality businesses is cut as it has been announced. The increases will be untenable for many businesses, and with consumers being squeezed as well, passing the costs on isn’t a straightforward solution.

The sector has been hammered from all sides these past few years, whether it’s the pandemic, staffing shortages, energy prices, ingredient price rises or, more recently, rail strikes. It really is a credit to the people working within it that we’re still blessed with a vibrant and diverse selection of pubs, cafés, bars, hotels and clubs. More needs to be done to help these venues weather the coming storms, if the social fabric of our streets, villages, towns and cities is to remain.

Chefs in the care, school, college and hospitality sectors also need our support, so we’re committed to giving them the solutions to succeed. Creativity, innovation and a certain amount of doggedness will be vital.

The sector has made great strides from a sustainability viewpoint, but there is so much more to be done. This has to encompass everything, from packaging to supply chain and operations, to how our people are treated. The wholesale sector needs to continually improve so we work in a more environmentally friendly way, we make it easier for customers and chefs to do the same, and we attract the next generation of talent.

I’m lucky to see first-hand, each and every day, what our female managers and team members bring to our group and the wholesale industry as a whole. Across the foodservice industry, we need to attract more female talent and better showcase the sector as a place where women cannot just grow and flourish, but where they can manage and lead.

We’re very proud of the opportunities we provide to our female team members to move up and progress into management positions. I would still like to see more women working in wholesale and more in positions of power in 12 months’ time.

What are the biggest challenges the industry faces?

Rising ingredient prices, energy costs, potential government issues, staff shortages across wholesale and catering, and a much-hyped recession on the way. We’re certainly not short of challenges, but it’s pointless worrying about the things that we can’t ultimately control.

As a group, we have to concentrate on what we can control and fulfilling our roles better than before – leaner, more efficiently, more creatively. At the same time, we hope for a bit of stability and joined-up thinking from the government and an understanding of the importance of wholesale and the foodservice industry to the health of the nation.

What are you looking to achieve for CRG’s members now you’re at the helm?

Simply put – scale, commercial focus and sustainability. While we have had a small setback with two members being bought out in

January, and therefore leaving the group, this is the price you pay for having a successful business formula.

Our goal remains the same: to ensure true independent familyrun wholesalers can achieve faster and more profitable growth by being a member of our group, while continuing to cherish and protect their independence.

Through the group’s buying power, data and insights, Country Range product portfolio, exciting marketing campaigns and our Stir It Up magazine, members and their customers benefit greatly when it comes to customer service, innovation, product diversity, support and sustainability.

The new Country Range Group website launched in January following the rollout of our new logo and identity to take us into the next chapter. Digital will continue to be key moving forward for our group, starting with the launch of new trading and marketing platforms to ensure our members have effective systems to access the information and assets they require.

We will be launching more new websites later in the year, as well as continuing to invest into the development of our central product information management system as data is key to the future of our members’ businesses. l