Buyer Q&A: ‘let your product do the talking’

Meet the buyer…

Keith Parkinson, buyer, Booths

Keith is celebrating his 10th anniversary at the Booths central office, having worked across a wide range of categories. He moved to the ambient team in the later part of 2014 to be responsible for home baking as well as bakery and preserves. Being part of a “great team of characters” is one of his favourite parts of the job.

Is the Mary Berry effect slowing? How much growth is their left in the home baking category?

I’m sure this will return with the new series and, if anything, I think it will encourage more experimentation as Home bakers become more adventurous and confident.

What impact is the war on sugar having on the home baking category?

KP: More and more people are watching their sugar intake. However, what better way is there to control it than to bake yourself and control the ingredients that go into your treats?

What was the best launch in home baking in 2014 and why?

KP: We have recently launched some lines from Sugar and Crumbs – flavoured icing sugars that we are hoping should be very successful with our customer base. My predecessor saw this company at one of our meet the buyer events which are proving very successful at finding some great products and companies to deal with.

How will the home baking market shape up in 2015?

KP: I think volumes should be ok, although I think as the age base for home baking gets younger maybe customers will look to be more adventurous while being heath conscious. Portion control may be high on the agenda with a move towards making small treat size cakes and bites. I expect the free from categories to grow as things like gluten free become more mainstream.

What’s the best way for a supplier to approach you with a new product?

KP: The meet the buyer events for new suppliers is a great way of getting in front of the relevant buyers.

What’s your pet hate when approached by a brand with NPD?

KP: I find it very frustrating when a supplier hasn’t visited our store to have a look at the Booths offer, or start the meeting by attacking other brands – let your product do the talking!