Great new interview with CEO - part 222 Jan 2021 10:00
"Following Shire’s acquisition, Volvere has focused on looking for companies in the food industry and Lander admits that frozen is a particular area of interest. “We also look at businesses in the chilled and ambient segment, but our first choice is frozen,” he says.
A decade has passed since Lander got his hands on a food business for the first time, and the expertise he has acquired about the sector becomes apparent during the conversation. Lander talks about getting better margins, retail sales rotation, and customer relations with ease.
Volvere: Frozen food focus
Lander says he’s interested in frozen food companies for several reasons – products are cheaper to produce, goods have a long shelf life without adding preservatives, and the uptake of frozen food products is on an upward trend. He also argues that the quality of manufacturing and the consumers’ perception of frozen food is changing for the better.
“The perception of frozen food in the UK, and possibly in other countries as well, was of being low-quality, cheap food, not fresh, so not good for you – but that’s an outdated view,” he says. “The other wrong view on frozen food is that it’s only suitable for pizzas. Consumers used to see frozen only for vegetables – peas for example. However, this view is also changing – you now see frozen ready-meals, pies, and prepared vegetables, all chopped and ready for cooking.”
Lander believes the variety of frozen food in the marketplace is changing, driven by supermarkets like Iceland in the UK, which almost entirely sells frozen products.
“Frozen food is also cheaper than chilled and ambient,” says Lander. “It’s cheaper partly because of the perception we talked about earlier, but also because it’s cheaper to make,” he says.
Lander explains that manufacturers make money when they can do long production runs – a week’s production of one product can be stored frozen in a warehouse until it’s sold and then distributed to the client. He argues this method is also better for retailers because the longer shelf life means supermarkets throw away less food.
“Frozen manufacturing makes the business more efficient, so you can offer products to supermarkets at a lower price,” he says, noting this way margins are higher. “Some of the benefits of the lower cost of manufacturing is passed on to supermarkets, and thus to customers.”
The onset of Covid-19 hasn’t been good for anybody, but shifting consumer behaviour has impacted positively in the frozen category. In the UK, appliance firm AO.com reported a 200% spike in freezer sales in March, leading to a shortage of the equipment by July – and supermarket sales of frozen food in the 12 weeks to June surged by 19.4% – a whopping sales increase of £285 million.
How did Shire manage to make a profit amid the restrictions of Covid-19?
Shire did well because of the increase in supermarket sales. The business does have a food service component, but it’s quite small – less than 5%.