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Posted:13-January-2021

Exclusive interview: From customer to franchise owner with Riverford Organics

Franchisees: Jim & Anna Harbridge
Location: Portsmouth
Franchise: Riverford Organics

Why did you go down the franchise route? And why did you choose Riverford?

It seemed to us that franchising offered a good balance between the security of a well-established franchise business that could support us, and the opportunity to have our own business.

We were Riverford customers for many years and we loved the product. On further inspection we decided that the model seemed to work well and would fit our needs.

What did you do before taking up a franchise?

I had a history working in marketing and PR whilst my wife, Anna, was a probation officer.

How did you raise the finance?

We had private investments so were able to use funds from them.

What training and support did you receive initially and ongoing?

We both attended a full week of training at Riverford’s head office, based on their Devon farm. We met with many key staff members who covered everything from marketing, customer service, accounting, general business practices and how to use the internal ordering system.

As we purchased a resale franchise, we were lucky enough to be able to spend time with the previous owners, out on delivery rounds and in the office, it was an invaluable addition to the time spent at Wash farm.

What is a typical day for you as a Riverford franchisee?

I’m not sure there is a typical day really! Initially I was involved in all aspects of the business (driving, packing, marketing, HR, finance, credit control, etc) but have managed to scale back the everyday operational tasks so I can concentrate more on marketing, social media, data analysis, logistics etc.

What challenges have you faced?

We have experienced a variety of challenges, from issues with logistic, to severe weather, staff illness and the occasional IT disaster.

The biggest for us however, was to build the business from one that was in decline when we took it on to one that is now in growth. It’s certainly been challenging and rewarding in equal measure!

Has becoming a Riverford franchisee changed your life, if so how?

Very much so – I hope for the better! There is great satisfaction in knowing that your hard work and creativity can translate into positive and tangible results.

What marketing/promotional tools do you use to grow your franchise?

We’ve found that social media (Facebook and Twitter) has worked well for us at a local level, so to have our newsletters, which offer our customers a more personal service and a glimpse into our lives and involvement with the farm.

Attending various local events and shows where we meet people in person remains the most effective tool in acquiring new customers but our philosophy has been to be open to any number of ideas.

Retention methods are also key to promote customer loyalty, but the most important thing we have found is to underpin everything with exceptional levels of customer service and communication.

What differentiates your franchise from the competition?

<a href='/franchisorPage.cfm?companyId=2240' _fcksavedurl='/franchisorPage.cfm?companyId=2240'>Riverford Organic</a> Farms Delivery Franchise Business Opportunity Interview Exclusive Successful franchise ownersOur ability to combine a fantastic nationwide product, with all the insight and local know-how and personal touches of a small business.

In your opinion, what makes a successful franchisee?

Listening to your customers, not being afraid to consider new ideas and remembering that you get out of a business what you put in.

What advice would you give to someone thinking of buying their first franchise?

Decide how you want it to work for you – do you want it for the lifestyle or the profit? Make sure you believe in your product – that makes it a lot easier to sell!

What are your plans for the future?

To build our business up to its full potential. Hopefully there will be an opportunity to expand our territory. We would love to see where we are after ten years.

Would you do it again?

Even in the toughest of times I don’t think I have honestly ever regretted taking it on – so I suppose that is a ‘yes’!

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