Budgens' recent assault on the fresh food market calls for a strong team to head it up and the supermarket claims that is exactly what it has.
Steve Carter, senior trading controller for fresh foods, is supported by Steve Normington, senior buyer for salads and vegetables, Alan Peberdy, senior buyer for fruit, and Madeleine Vose, horticulture buyer. Trading assistants Abi Wylie on fruit and horticulture and Gemma Stevens on salads and vegetables provide further back-up.
Their main focus is the relaunch of Budgens' fresh produce range which includes redesigning the produce's packaging, improving instore merchandising and supporting its fresh food managers training scheme. "Fresh produce participation at Budgens matches that of the major multiples ­ 11%, compared with 2% in a typical convenience store," says Carter. "It's a key driver of our business."
Carter has worked in fresh food retailing for most of his career and joined Budgens two years ago after 18 years with Sainsbury. Normington and Peberdy have spent nearly 40 years with Budgens.
Carter says the biggest challenge is the volatility of fresh produce. "Quality and availability are at the mercy of the weather and we must commit to promotional activity two or three weeks in advance," he says.

"Fresh food offers are crucial to this leaflet because it is our policy to offer promotional prices on at least five fresh items per issue.