Suppliers can help wholesalers to sell

Suppliers can use their insights to help wholesalers sell more to existing customers, according to Richie Gray, director of sales, out of home, Kraft Foods.

One of the opportunities he identified was the “consumer quality gap”, and he illustrated this with research Kraft carried out on the coffee market.

He said: “We looked at the average prices charged for a cup of coffee across a variety of different sectors. It varied from about a pound in a supermarket caf eacute; to approaching pound;3.50 in a hotel coffee bar.

“Consumers in practically every sector were telling us they were dissatisfied with the quality of the coffee they were receiving and would be willing to pay a lot more for what they would really want. That gap equates to pound;0.5bn in retail sales value, and that’s what we mean by the consumer quality gap.”

He added: “While clearly it is the operators who would stand to gain the lion’s share of that opportunity it is the wholesalers who can help the operators.”

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