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Gary Iles, SVP of marketing and business development at TraceGains, explores how brands like 1-800 Flowers and Hudsonville Creamery are redefining supply chain management. By fostering supplier partnerships, leveraging data and prioritising sustainability, these companies are setting a benchmark for resilience and adaptability in the food and beverage industry.
The F&B industry is in the midst of an evolution shifting from linear, siloed models to collaborative networks with suppliers and customers powered by data analytics and real-time monitoring.
In response, forward-thinking brands like 1-800 Flowers and artisan end-to-end ice cream maker Hudsonville Creamery have expanded their focus beyond simply cost-efficiency to focus on sustainability, responsible sourcing and adaptability.
Building agile supply chains that can withstand disruptions while meeting regulatory demand for greater traceability and changing consumer preferences is table stakes. Success hinges on building good partnerships with co-manufacturers and suppliers.
The evolving role of supply chain partners
Historically, ingredient suppliers and other partners were seen solely as vendors providing products and services. Today, they are viewed as integral parts of a brand’s ecosystem. This change in perception has given rise to more collaboration partnerships to ensure all parties are aligned with the same goals and standards.
We see this shift come alive with multibillion-dollar Fortune 1000 customers like 1-800 Flowers and artisan speciality brands like Hudson Creamery alike. Their approach to supply chain management is deeply rooted in the recognition that suppliers are essential partners in delivering exceptional customer experiences. The combination of collaborative relationships with suppliers powered by technology enables brands like these to tap into shared insights and data to quickly address visibility gaps and make informed decisions.
Harnessing data for enhanced food safety and quality assurance
One of the most significant challenges in F&B supply chain management is ensuring food safety and quality assurance (FSQA). In a world where consumers are increasingly conscious of the safety and quality of their products, brands need to maintain trust and competitive advantage.
Rather than rely on error prone manual approaches to keep up with evolving FSQA mandates, technology that monitors the landscape and creates a blueprint that effectively harnesses data to alleviate the burden and risk of non-compliance is required.
The key to success lies in the ability to identify and address visibility gaps. By leveraging data and real-time monitoring, brands gain a comprehensive understanding of their supply chain’s performance.
Four key strategies for supply chain success
One of the best examples of a brand that has mastered the art of successful supplier partnerships is Hudsonville Creamery. Renowned for its high-quality dairy products, their approach emphasises four key strategies that other brands can reference as a guide to strengthen supply chain management.
Shift Perceptions: By viewing suppliers as partners in their success, Hudsonville Creamery created a company-wide shift in perception to build a more collaborative environment where both parties work toward a set of common goals. Other brands can begin to follow this example by developing joint business plans with suppliers to align on goals, KPIs and other opportunities for innovation. Together, both parties should meet regularly to review progress, address challenges and ensure alignment with the brand’s vision and standards.
Engage Procurement Teams Early: Successful supply chain management begins with engaging procurement teams early in the process. By involving procurement teams in the initial stages of product development and supplier selection, brands can better ensure alignment with strategic goals. Establishing cross-functional teams that include procurement, quality assurance and supply chain experts can help facilitate holistic decision-making from day one.
Utilise Scorecards and Dashboards: Hudson Creamery relies on real-time monitoring and benchmarking for maintaining supply chain performance across key metrics such as delivery times, quality standards, and compliance. This approach allows for timely interventions and continuous improvement.
Prioritise Transparent Communication: Fostering a culture of open and transparent communication builds trust with suppliers and ensures all parties are aligned with the same standards and expectations. Examples of this include regularly sharing updates on performance, challenges and expectations, and encouraging open dialogue to address potential issues before they escalate. Using platforms to document and track all communication can ensure accountability and further improvement.
Food and beverage innovation hinges on supply chain resiliency. Brands should invest in creating world-class supply chains built on strong partnerships, data-driven decision-making and a commitment to continuous improvement. Incorporating these underlying tenets can help other brands be well-positioned to meet the challenges of today’s evolving market.
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