First of all, he highlights the importance of menu diversification, innovation and a solution-based approach.
“With a wide portfolio across meat, poultry, vegetarian, free-from, vegan, buffet, bakery and dessert lines, Central Foods offers mixed pallet consolidation exclusively to the UK foodservice sector.
“We supply more than 250 wholesalers nationwide and offers more routes to market than any other distributor in the sector.”
Before taking over as MD last year he had already been with the business for more than a decade, working in a variety of roles including both as sales and commercial manager.
“I’m proud of the work we continue to do as a team,” says Sampson. “But the hard work doesn’t stop here. We’re operating in a challenging market, and it’s important that we keep evolving to give our customers the platform to grow, despite the pressures they’re facing.”
Addressing challenges
He notes, in particular, the impact of inflation on foodservice wholesalers and their customers, with major global events such as Covid, the current Ukraine and Middle East crisis; along with the Suez Canal disruptions all adding to these pressures in recent years.
“The biggest single challenge continues to be cost pressure. People are looking for greater perceived value – they want the food that they receive to be something they remember, and that’s been a big shift in the last decade or so.
“We’re all focused on helping operators to meet customer satisfaction in terms of price, taste and appearance on the plate, and create memorable experiences.”
That is why, he says, Central Foods has evolved to become more of a solution provider.
“We are now delivering a greater range of products across all menu parts, together with menu development support, all from one trusted partner.
“Our model allows wholesalers to hold less stock, layout less capital and offer more product variety, all with less risk. At any given point, a wholesaler can add a single case to a mixed, consolidated pallet order from Central Foods.
“That’s incredibly powerful, because it means they can offer something new to their customers whilst reducing exposure and process time. And it means manufacturers can get their products out to the market more easily.
“We also work closely with our wholesale customers on menu development, creating differentiation through bespoke product development.
“Ultimately we’re here to help food operators grow their gross profit and margin, and we’ve increased our menu development offer to make sure we’re helping wholesalers support their own customer base.
“In terms of growth areas, QSR is still the fastest growing sector in foodservice. Our Golden Valley brand has been at the forefront of the poultry category for many years and we also have a fantastic range from market-leaders Tyson Foods, including new flavours that draw on Asian-inspired trends.
“We’re also helping customers to tap into the rise of indulgence, with premium desserts including roulades, Frank Dale chocolate cakes, KaterBake mini sugared donuts and Tipiak French macarons – all presenting high-margin opportunities when finished with some very simple additions.”
Using industry insights
He said: “I joined from a meat manufacturer and came in a sales capacity initially, working in the cost sector and particularly education, where I spent a lot of time in school kitchens.
“Since then I’ve run senior accounts, headed up the commercial function, managed import and export operations. It’s a path that’s given me a valuable insight into every aspect of the business.
A progressive approach
Looking ahead, Sampson says that innovation will be key to navigating the continued challenges in foodservice.
“Over the next few years, I believe the key for foodservice operators will be to keep pride in your quality, and innovate where you can - don’t be scared to try something new and take a chance on new concepts.
“Central Foods is known for innovating our product ranges. We were the first to bring bao buns to the market many years ago and we continue to prove ourselves as a progressive business with new flavours and new opportunities.
“We’re always looking for new opportunities and welcome conversations with new manufacturers and wholesaler partners. Our focus will remain on supporting customers to deliver the right experience, every time.”