Warburton Consumer Research

An Interview with Craig Morris, General Manager of Newport Bakery, Warburtons.

• Business coverage
  Basically Warburtons is operating its business through all over the UK, the business in heartland is their strongest region and it takes about 45%-50% of the market shares, meanwhile, south and west region is their weakest business region, it only takes 10% of the market shares. However, over the last three years, Newport bakery and the Pot Talbot’s depot’s open have strengthened its business in those regions. And also the Bristol bakery’s open in this September has support the business operations as well.
  Products- please have a look the company’s website on http://www.warburtons.co.uk/
  Main customers: supermarkets (Tesco, Asda, Sainsbury and Morrison), independent shops, it has a different customer groups in different region, in the most sophisticated region of heartland; its big customers are supermarkets and also the independent shops. But in the weakest region of west and south, the main customers are supermarket at the moment.
  
• Distribution channels
  The company mainly delivers its products to the customers by its own van team on a daily basis.
  
• Quality control
  Retain high standard of raw materials, such as wheat, flour. The company imports wheat from Canada, because their wheat at a high quality.
  Right equipments on plants are very necessary to maintain a high standard of products.
  Staff training is also very important, there is regularly staff training course are carried out in the company to equip the staff to have the necessary skills with the new equipments.
  
• Price
  They believe they are producing the premier products by using the high standard raw materials, so the products are selling at a bit higher price than their competitors.
  Objectives
  To be the favorite baker in the UK is always the first target, although they have gained the biggest market share in the UK bread market.