The aims of Bradford-based Burbank appear straightforward enough. The company is striving to provide the freshest produce in the most efficient manner to its customers across the UK. However, with transport constraints and other issues out of its control Burbank is willing to go the extra mile to ensure customer satisfaction.

Commercial manager Johnathan Kershaw epitomises the drive and focus, which the company displays across the board. He says: “Our success is down to a combination of having an organised, knowledgeable and dedicated team focused on providing a hands-on service, giving our customers the confidence that we can meet their demands and react quickly to market forces.”

All orders for delivery to southern England are assembled in Rungis and then delivered directly to the customer. Kershaw explains: “Due to the relatively short distance between Rungis and London it is more logistically and commercially viable to deliver directly to the customer ensuring the highest level of control at all times.”

Delivering directly removes the need for any third-party involvement and both reduces costs and provides a far more efficient and controlled service. “As we operate a buy-to-order policy it removes the need for expensive storage costs and ensures the customer receives the freshest produce. This also helps reduce costs and at the same time doesn't affect the quality of the service we're providing,” he says. “If anything it probably results in a more effective and efficient service, all produce is scrutinised for quality before it is distributed to the UK, so we feel safe in the knowledge our customers are getting quality every time.”

To ensure successful delivery to customers Burbank has opted to use the Eurotunnel from France to the UK as logistically it makes the most sense. Kershaw says: “This works well with our just-in-time approach. So the customer is getting the produce as fresh as possible. Also, there is the added bonus that there is far less interruption with service, as there is little disruption to service as a result of weather conditions as with traditional ferry crossings.”

Burbank always tries to be prepared for any transporting concerns wherever possible. Kershaw says: “The way in which we run our business is 24 hours a day, seven days a week. It doesn't stop when we leave the office. You have to make yourselves readily available to your customers.

“If we do experience any transportation issues we do try and give our customers plenty of warning ñ good communication with our entire customer base is essential.”

The hands-on approach adopted by the business forms an important role and having permanent staff on site in France is crucial to the working of the business. “As all produce imported from France is inspected by our staff before despatch, we can sell the product safe in the knowledge that the customer receives exactly what they ordered as described at the time of sale,” Kershaw continues. “There is also the added advantage that if there are any differences to the order then the customer can be advised in advance. This is important as it ensures our customers' service levels are unaffected.”

Burbank distribution to Southern England is mainly to London wholesale markets including Western International, Covent Garden and Spitalfields. Kershaw says: “Seasonally this is a very busy period for us. As local produce comes to an end there is a significant increase in volume for products from the south of France, typically winter salads as well as courgette and tomato products from Morocco between late-November through until April.”

By offering a dedicated service to its client-base the company is ambitious but wants to expand in a controlled manner, so that quality of service is unaffected. He says: “Although we are a relatively new company we have formed good relationships with our customers. Our focus is giving consistency of service and maintaining our client base.”

L Jalley & Co is pleased with the service it is receiving from Burbank, says purchasing manager Clive Sheldrick. “We're getting quality produce from Burbank and it helps that the produce comes direct from the market and not through a third party. And another factor is that the prices are reasonable.”

Jalley's managing director Peter Pini feels that a good relationship is necessary for good business. He says: “In this industry reliability is the key and we can rely upon Burbank, also the quality of the produce meets our high standards.”

Burbank prides itself on how it operates. Kershaw feels that the company is not just another importer but has an ideal blend of core product lines as well as an ability to source more niche products suited to the catering sector. He says: “The more specialist side of our business, which includes baby vegetables and wild mushrooms. Products such as charcuterie cheeses and oils are important to our future. It is this diversity of product that has been a cornerstone of our success so far and I feel the future holds potential for sustained growth.”

The company's progress is attributed to the dynamics of the company and its ability to react quickly to changes in the market place. Management information is a key element to providing a quality service. He says: “The more information we have enables us to make accurate commercial decisions.

Due to the size of the operation Burbank has to ensure that everyone is pulling in the right direction. Kershaw is pleased with the team assembled and predicts a bright future. He says: “Our experience is crucial, especially for a relatively young company, and everyone knows what is expected of them.”

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