Market Focus
my skills and evolve my entrepreneurial talent. It can be a challenge to put your own stamp on the way things are done, but for me that just meant ensuring that we remained 100 per cent customer focussed and that we had a working culture that was based on honesty and hard work. The people that I had working around me bought into my vision and helped me succeed in my goals while developing their own careers too.
What’s your advice to people considering a franchise? You have to love the brand you’re part of. All my research and experience made me sure that McDonald’s was for me because I love working with people and helping them develop their skills and talents. There’s nothing better than watching them grow with the business.
Riverford Organic Farms
C
harlie Bush is 36 and lives on the border between East Lancashire and West Yorkshire. He’s originally from the West Country, where he heard about Riverford, and
started running their Clitheroe–Burnley franchise in May 2012. Riverford have been running an organic produce home delivery service since 1986.
What did you do before you took up the franchise?
I was in the corporate world of sales, marketing and event planning, all of which is very useful to me now, but I was keen to get out of the rat race and spend more time with my young family. I was fed up with working for other people and having to beg for a two- day holiday. I wanted to be my own boss.
Why did you choose Riverford? On a practical level, it fit the bill and it was very good value – I couldn’t spend the earth. On an ethical level, I care about food and where it comes from. My wife has a natural and organic skincare business so it’s been part of our lives for a long time. You’ve got to have that enthusiasm and passion for it – you can’t just treat it
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Businessfranchise.com | October 2013
as a moneymaker because when you’re out at agricultural or food shows talking to potential customers you need to win them over. For that, you need a solid understanding of the industry. People ask a lot of questions! The most satisfying customers are the ones who start out trying to belittle organic farming, and then turn out to be the most loyal clients.
“You’re not required to create demand, develop a new market or explain your business value to potential customers, as there’s existing and growing demand”
What aspects were challenging? I was torn when I started because it didn’t make economic sense to be travelling
big distances between a small number of customers, but I realised that there was a bigger picture and I needed to start like that and try to get my numbers up quickly. I take in both the rolling hills of the Ribble Valley and the rundown mills of Burnley and Blackburn. It’s very diverse, but so is the customer base. People’s spending habits are so different, but I find people on a low income will still prioritise good food. The most daunting thing was trying to get my numbers up but I wasn’t under any illusions, and Riverford were very transparent when they showed me the figures. It was a very honest launch and I realised there would be a lot of work involved, as there would in any business, but you get the benefits later.
What growth has your franchise shown? What’s your ultimate goal? I’m at 200 boxes a week now. I spend a couple of days working from home, I’m at shows at lot at the weekend and me and the driver are delivering a couple of days. I broke even at 60 boxes a week.
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