Top award for Inverurie craft bakers

J.G Ross Sales and Marketing Manager Dianne Smith receives the award from comedian Hugh Denis and John Lindsay of award sponsors CSM United Kingdom
J.G Ross Sales and Marketing Manager Dianne Smith receives the award from comedian Hugh Denis and John Lindsay of award sponsors CSM United Kingdom

Award winning local craft bakers J G Ross of Inverurie has won a top prize in the Baking Industry Awards 2014 for helping a leading supermarket chain to boost sales in more local products.

The firm based at Highclere Business Park, Inverurie, won the Customer Focus Award for helping Tesco to increase sales by raising awareness of the local products it supplies to 20 of the supermarket’s stores.

The achievement was recognised last week in front of more than 800 industry guests at a gala awards ceremony at London’s Park Lane Hilton, as Sales and Marketing Manager Diane Smith was presented with the award by the comedian and television sit-com. star, Hugh Dennis, and John Lindsay, Country Manager of award sponsor CSM United Kingdom.

Commercial Director Graeme Ross said, “Having worked with the retailer for 20 years, they challenged us anew to raise awareness of local produce, drive footfall and increase sales.

“Tesco dedicated a full module to our bakery products, with the planogram reflecting best-sellers and impulse lines, supported with our point-of-sale. We developed merchandising solutions to further promote the range.

“Our sales reps increased store visits and carried out sampling activity to customers. We hosted an on-site up-skilling visit for Tesco store managers to gain a better understanding of craft bakery.

“We also ran a bespoke local radio campaign, promoting the fact that we supply more than 20 Tesco stores with local products, including two million handmade butteries (special Aberdeen rolls) annually. Working in partnership, sales growth has been really significant.”

Now in its 27th year, the annual Baking Industry Awards is the premier event in the UK bakery calendar and has been recognising industry excellence since 1987