A strong endorsement for the FWD’s Take Home Blueprint and its My Shop is Your Shop initiative, was delivered by Parfetts managing director Steve Parfett.
Parfett began with the background to the Blueprint, and its inception at a Drinksummit in Cambridge in the 1990s. He said wholesalers and brand owners got together because there was a lost opportunity in the independent sector. Guidance was produced for retailers and Parfett said: “In my experience it is unique. It has never failed. It has always improved sales in the independents and loads of symbol stores who have implemented the scheme. The sector should be grateful for the vision of those people in Cambridge and suppliers who supported the scheme because it is fantastic.”
He said there was some criticism of the cost of the scheme, but described it as a USP for the sector. He said: “The sum of the parts adds up to something of greater value. It is an enormously valuable scheme for everyone in this room and offers fantastic value to retailers, wholesalers and suppliers of big brands.
“Why wouldn’t you support Take Home Blueprint. It works. Other categories are jealous of what has been achieved … while there is a significant cost to the scheme, it is trivial in terms of the benefits to brands and to our whole sector.”
Turning to MSYS he described how National Independents’ Day in 2004 had developed into National Independents’ Week. He said: “It has got a real longevity and momentum and is a brand in its own right. The PR benefit for the sector is absolutely enormous in terms of the cost of the scheme.”