Franchise Focus Fresh start


INVESTMENT LEVEL: £18,500 Fresh pastures and the perfect marriage for new


Riverford Organic franchisee While spending time with existing


franchisees enabled the Haytons to build up an idea of how a Riverford Organic franchise would be run, it was early support from head office that proved invaluable in helping them to get their business off the ground. “We have an area sales development


manager who is always on hand when we need clarification on anything to do with the business,” says Chris. “On the first two days of our first trading week, he came on our rounds with us. That sort of direct support helps build confidence in the early stages. Without this level of input, our business inexperience would have been exposed very quickly. Having Riverford quietly working for us in the background now means that we’re free to focus on building our business effectively and efficiently, without a lot of the headaches that start-ups have to contend with.” Part of the advice and support the


Haytons have needed and relied on has been in the area of marketing and, again with support, they have a plan of attack for their first year.


“Having Riverford quietly working for us in the background now means that we are free to focus on building our business effectively and efficiently”


Zoe and Chris Hayton


his skills led him to a career teaching engineering with the European Centre for Aerospace Training. Following a recent honeymoon in the Caribbean – which extended into his franchisee training – the 44-year-old is now stepping down from the high life, and onto pastures new. Says Chris: “The plane had barely


C


touched down from our honeymoon before Zoe and I were zooming off for a week’s training down at Riverford Organic’s main farm and head office in Devon. It marked the beginning of a new venture – and a new chapter in our lives.” He adds: “We spent a week in Devon,


where the Riverford team covered everything from the day-to-day running of the computer systems, to goods dispatch


hris Hayton left college to start a life with the Royal Air Force when he was just 17. Working first as a weapons technician on Harrier Jump Jets and Tornadoes,


and logistics. We learnt about making outbound calls, customer service, health and safety, marketing and accounting, and we got to sit in on various Riverford presentations. We covered a lot of ground. “However, I think that our training


actually started some months before when we went out on a delivery run with the Riverford franchisee for Stockport and Macclesfield; Dave Hanlon owns the next closest territory to ours, and we visited his hub where his veg boxes are delivered and organised in the morning. We then went out on his round with him, which was a real eye-opener. “On top of that, we went to a farm


show with the franchisee who runs the Halifax territory, and saw how he acquired new customers. During the two days we spent with those two existing franchisees, we were able to ask lots of questions, and had the chance to get to grips with what was involved in running a Riverford Organic business.”


“So far we’ve decided to do as many


farm shows as we can,” confirms Chris, “and some local advertising. We’re also planning to do open-van sessions where people can come to look at our organic produce and learn about the home- delivery service. In addition, we’ll do some local press, and talk to other organisations in the area, such as Slimming World, The Women’s Institute, nurseries, primary schools, churches – anywhere we think people will be receptive to the idea of farm-fresh, organic produce delivered to their door. The aim is to get as much exposure, as quickly as possible, at the local level.” n


RIVERFORD


WEBSITE: www.riverford.co.uk/franchise EMAIL: franchise@riverford.co.uk PHONE: 01803 762 015 CLASSIFICATION: Organic veg delivery


June 2012 | Businessfranchise.com | 55


Investment:£10k-20k


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124