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specialityfoodmagazine.com 27 SPECIAL REPORT time. “Whilst we feel positive and energetic in the short term, the severity of this crisis must never be forgotten in terms of the health of loved ones and the health of small businesses such as Slate on the British high street,” says Clare. Remodelling businesses At La Fromagerie Patricia had “thought on her feet” as soon as word of the epidemic reached her and so the business was relatively prepared for the eventualities. “Since the end of January we had been setting aside funding for the worse case scenario to make sure we could cope, and also planning how to carry on the business,” she says. Luckily this planning came off the back of a “very strong” Christmas, and landlords were open to discussions in March – before lockdown was announced in the UK on the 23rd. There was time to consider how the business wanted to be perceived when not offering its usual physical shopping experience. The business’s sites were transformed into ‘food hubs’ offering a wider range of fresh produce, and the chef created new take-home dishes while the bakery and bread selection was slimmed down. La Fromagerie’s online experience was boosted by online cheeseboard suggestions plus wine and drink pairings, and new customers have been attracted to shop with the business through refreshed social media content. Online sales have “doubled week on week”, which was no doubt a relief when faced with stressful discussions around rent and Government loans; Patricia explains: “It was like starting the business all over again but in a new format. We are now looking at ourselves in a whole new light.” For James Rutter, operations director at Paxton & Whitfield, the multi-faceted nature of the business was significantly reduced almost overnight. “In March we pivoted from a retailer and wholesaler to predominantly an e-commerce focused business,” he explains. The business decided to close its central London shop on Jermyn Street as well as its Bath and Stratford- upon-Avon sites “as it didn’t make As a business dedicated to farmhouse cheese we will always support and champion our artisan cheesemakers. They were hit hard, but they are bouncing back, and some have worked well in exploring the avenues such as online and farm-gate sales. You canmake opportunities out of a crisis and I am always open to discussing these things and being part of initiatives to progressing ideas. If anything at all has come out of these last fewmonths it is that we all work together and find ways to get through. Collective thinking that is mutually beneficial for all PATRICIA MICHELSON, LA FROMAGERIE financial sense to remain trading in those locations with reduced footfall.” The local community surrounding Cale Street in Soho continued to be served, however, and similarly to other businesses Paxton & Whitfield saw impressive growth in its e-commerce channels. Now that Paxton & Whitfield’s retail sites are reopening, the business is reshaping the foundations of its operations to make it work for the ‘new normal. “We have re-configured the picking and packing lines, shops floors, offices and cheese rooms to find more space to serve customers and pack customers’ orders safely,” James says. “We have re-opened our flagship Jermyn Street shop with a different layout. As a result, we are limiting numbers of customers allowed into the shops and the number of staff allowed behind the counter. Further easing in social distancing will mean that we would be able to open up more areas of the shop and invite more customers in if we felt it safe and necessary to do so.” New opportunities While cheese professionals of every ilk have developed new skills as a result of ‘chipping in’ in areas of the business they might not have been familiar with pre-Covid, at Paxton & Whitfield this change of pace has offered an opportunity for team members and the business alike. For example Jasmine Reeves, shop manager at the Stratford site, who spent time at the maturing rooms SELLING THE STORY “We know that local produce, provenance and personal connection are some of the reasons our customers come to us, in fact they are part of our brand,” says James Rutter of Paxton & Whitfield. “We work closely with our suppliers and so know the provenance of the products we sell. Not only does it reassure customers but it is also good for customer service as the team can talk with engagement about the product that they are selling. We are always striving to be ‘best in class’ and this is one area that is extremely important to us. “Across our sites and sales channels, we are concentrating on developing deeper relationships with customers old and new, understanding their needs, and ensuring that they have a positive experiences whilst shopping with us. It is through this work that we will retain their business. It sounds really simple, but to get it right is a lifetime’s work!” We are consulting and listening evenmore than usual, not just to our customers but also with our colleagues. This has been very positive, ensuring that all are invested in the decisions wemake and can help shape our future. We’ve done a lot of communicating, listening and creating shared solutions JAMES RUTTER, PAXTON & WHITFIELD Whilst we feel positive and energetic in the short term, the severity of this crisis must never be forgotten in terms of the health of loved ones and the health of small businesses such as Slate on the British high street CLARE JACKSON, SLATE CHEESE and warehouse to cut cheese and prepare orders as a result of the shop being temporarily shuttered, and brought a customer-centric approach which proved invaluable to the business. “As a result, she has just accepted a new role as Paxton & Whitfield’s quality manager and is now focused on improving the quality of our products from receipt through to dispatch,” says James. “There was little chance of this role existing pre-2020, not without the changes we have experienced within our business.”