VI Voice
Quality of service & consistency of product
Bryony Andrews spoke to Eric Duncan, managing director and James Aston, sales director at James Aimer, to find out how the private label supplier is continuing to improve service for its customers…
having celebrated yet another milestone in the companies history, the team at James Aimer have been working hard to recharge the brand and redefine its passion and commitment to customer service. Already well-known and respected in
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the industry, in order to continue its successful growth to date, James Aimer has undertaken a significant customer research programme to ensure it is providing the market with the very best service and product. This has since led to a significant modernisation of its visual identity. “The aim is to lead the market, not just exist within it,” commented James. The management team at James Aimer are passionate about working to this ethos. Already this year they have made significant inroads, introducing a new corporate identity that is showcased on their stationery and brochures, hiring new sales, management and marketing staff, and raising the profile of the brand through its communication with its customers. The company will to continue to grow and develop, said James, with an interactive new website in the works and plans to introduce tertiary brands as an alternative to own label.
ames Aimer has been sourcing, blending and packing the finest coffees and teas for over 130 years. With such an impressive lifespan it is not surprising that historically, the company has been very traditional in its approach to business. However, now
designed to correspond with the customer’s marketing strategies and brand. “In my experience, the more work that is put into the packaging, the more the product will sell,” James said. For vending, James Aimer only uses flexi-glass packaging, which
has the barrier qualities of foil but contains no aluminium. As a result it is fully recyclable – ideal given the current consumer focus on sustainability, which will only increase as EU recycling targets bear down. “The recyclable packaging gives added value to the customer,” Eric pointed out; “the flexi-glass gives both James Aimer and its customers the opportunity to boost their CSR credentials.”
James Aston Eric Duncan
…AND CONSISTENCY OF PRODUCT “We aim to go the extra mile for our customers,” Eric said. The product samples James Aimer sends out, for example, are accompanied by detailed tasting notes, written by the team, explaining the provenance and sourcing of the ingredients - ideal for competing with the artisan roasters who Eric recognises as a key rival of own brand operations. “Consumers love a story,” James added – it is a key factor influencing their buying decisions. James Aimer sources green beans
QUALITY OF SERVICE… James Aimer tailors its offering to its customers’ requirements, offering a complete solution that incorporates sourcing, blending, roasting, packaging and shipping. Understanding the importance of strong branding and a high quality finished appearance, the company believes in spending as much time on packaging design as on the product itself; the quality of the packaging should reflect the quality of the product within. James Aimer offers a range of packaging solutions from plain and generic printed packaging through to bespoke solutions,
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through recognised brokers from all over the world, working to a strict ethical charter that ensures workers are well- treated and fairly paid. When customers buy their products from the company everything is roasted to order and, according to James, the consistently high quality product that is produced is what keeps customers returning. Although the team are making
changes at James Aimer, it is clear from our interview that the company takes a great deal of pride in maintaining its traditional values too: delivering the value and service that its customers expect. “We will never make false promises,” James said. This philosophy has stood the company in good stead for 130 years, and at this rate, will continue for many more.
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