Opinion: Time to Embrace Change

Let’s not mention the ‘C’ word, let’s instead think about why times of dramatic change can offer real opportunities for those in the food and drink business.

Less emphasis on coping with, and more on rising to, the challenges perhaps.

Those companies straining every sinew to regain the status quo they last knew as a business pre March 2020 are bound to fall short, since the environment has changed so radically. And might it not actually be easier to think of creative new possibilities when things are turned on their head, than when weighed down by the tyranny of day to day office concerns?

A good time to reflect on working habits for one thing, and to embed some of those improvements we have learnt over the last months.  That full time office work is neither essential nor probably desirable, for example.  Flexibility, variety, simply being more productive, rank at least as important as the benefits of a face to face business culture.

What about product development? Easy to dismiss this as ‘not for now’ as retailers focus on availability of existing brands and the dark clouds of a belt-tightening recession begin to gather.  But surely now is the time.  Consumers have changed lifestyles and shopping habits.  This is something more than making short term and unwelcome adaptations to their usual behaviour in response to a crisis.  Just look at the remarkable (and sustained) growth in online shopping for evidence of that. It’s a habit once gained which continues to reward in terms of convenience – even when there aren’t shortages in store or lockdowns in place.

How people are shopping is one thing, but what about what they are looking to buy? Could you respond more appropriately to their new lifestyles? More adventurous and convenient weekday home lunch options, to replace the office worker on the go sandwich habit perhaps?

Or guided scratch cooking options for evening and weekend meals for work-at-home couples and families eager to for a bit of variety (and conscious of their rocketing Deliveroo and Just Eat spend!)?

Now is the time to think about how you can tailor your offer to meet new consumer needs.  Perhaps a new demographic to target, or a twist on your current range for existing customers.

Or even, just maybe, new international markets to target…?

Simon Waring
Managing Director, Green Seed UK
swaring@greenseedgroup.co.uk