Regional wholesalers kff, based in Kent, and Medina Foodservice, which operates from depots on the Isle of Wight and Southampton, recently appointed Neil Williams as their new Managing Director.
kff and Medina are both subsidiaries of the world’s leading foodservice supplier, Sysco, and specialise in providing a wide range of high-quality food to local pubs, restaurants, schools and other venues serving food. They both have a particular emphasis on supplying products from regional producers in their locations.
Neil Williams, Managing Director Medina Foodservice and kff, tells Wholesale Manager what made him want to get into wholesaling and about some of the biggest challenges he has faced as a wholesaler.
Can you tell us a little about yourself, where you have previously worked?
For the past 10 years or so, I’ve worked in various roles at Medina and kff’s parent company Sysco GB. Most recently, it’s been in customer-facing sales roles, the last of which was as Regional Sales Director. Prior to that, I worked in operations, as Regional Operations Manager. Combining my experience in sales and operations is the perfect combination for my new role as Managing Director of Sysco’s regional wholesalers in Great Britain.
Can you tell us a little of the history of kff and Medina Foodservice?
While Medina Foodservice and kff are very different businesses, they have some common threads. Both were family businesses with a long history of quality service and local knowledge. kff is based in Kent, servicing quite a large region, with a focus on London and the south east, while Medina is based on the Isle of Wight and has been supporting the island’s foodservice businesses for more than 80 years. It has a second depot in Southampton concentrating on the south coast.
What made you want to get into wholesaling?
Wholesaling, particularly foodservice wholesaling, puts you right at the heart of the community. You are serving the schools, hospitals, pubs and restaurants that support the local economy. While the challenges are immense, the potential is exciting and, as no two days are the same, every day brings something new to test you!
What are some of the biggest challenges you have faced as a wholesaler?
For those working in foodservice wholesale, it probably seems like there’s always something. The pandemic and the lockdowns had a devastating impact on the sector, which was swiftly followed by the cost-of-living crisis. Today’s problems are more focused on the cost of goods and balancing the needs of suppliers to pass on costs, while protecting customers.
As a labour-intensive industry, we’re also facing a disproportionate impact from the increased cost of employment as a result of the changes in Government policy over the past year.
For Medina, the seasonality of the Isle of Wight economy will always be a challenge we need to manage; we need to be efficient over the winter and ready to support our customer base through summer peak.
How is the company performing?
Both companies are performing well in a challenging market. For many foodservice operators, it remains a difficult time, so we are hyper-focused on providing the service and products that they need to thrive.
Are you a member of a buying group? What benefits do you get from being a member?
Medina and kff are Sysco companies, and benefit from the support of the world’s largest foodservice supplier. We have access to a wealth of experience both in the UK and further afield, helping to drive operational excellence. Increasingly, we are also expanding our product range, particularly with the market-leading Sysco own brand, alongside exceptional fresh produce from our sister company, Fresh Direct.
How far is the geographical reach of your business?
For a regional business, kff has quite a large range, with its heart in London and the south east, but serving customers right across the south and Midlands, whereas Medina is much more focused on the Isle of Wight and the south coast.
Do you have an e-commerce site for your customers? How digital is your business?
Yes, both companies have the option for online ordering. Customers are increasingly ordering online, which is easier for both us and them. Ultimately, it makes it simpler to provide a more bespoke offer to an individual customer who can access offers and promotions that are suited to their business.
I have heard wholesale being referred to as a technology business, which shows how far it’s come in the past few years. Technology plays a huge role across the businesses, and we are fortunate to have access to market leading support and systems via Sysco.
How many products does your business supply and what categories do you cover?
Both businesses have ranges that support their customer base, with a particular emphasis on regionality, as both are committed to supporting local producers. Both companies have a comprehensive range of fresh, frozen and ambient products.
Are there any new products in the ranges you want to talk about?
Since Sysco companies came together under Sysco GB, there have been more opportunities to work closely with our sister companies. This includes collaborating on products, and both businesses now have access to Sysco-brand products, which takes own label to a new level. For example, Medina has launched a range of premium fish under the Portico brand, which is a superb range, and the Pan-Ready Cornish Sole stole the show at a recent awards ceremony. It really helps to be able to offer that type of product to our customers as it can elevate the menu, and the support of Sysco makes that possible.
How has the wholesale industry changed in recent years?
It’s been a roller-coaster! But if we look post-covid, the consumer is going out less because of high inflation with less disposable income to spend. For seasonal businesses, UK based tourism has fallen from its peak, which means competition to capture the spend in the market has increased. We have been able to capture more of this spend by focusing on supporting customers and becoming an employer of choice on the Isle of Wight with Medina. We’re creating opportunities for local businesses by introducing regional produce, growing our workforce on the Island and we will introduce apprentices for the first time next year to develop talent in the community.
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