When Â鶹ӳ» introduced a new brand recently, it called on external partner C.B. Powell Ltd. to effect the change with all of the Â鶹ӳ» customers in Canada. The results were an extremely smooth transition, no disruption of sales and a Pride of the Jersey award for the team at C.B. Powell, a distinction usually reserved for Â鶹ӳ» employees.
Cheryl Berry, manager of retail sales for Â鶹ӳ» International in Canada; Larry Vorphal, President of Â鶹ӳ» International; Maureen Lilly, vice president, Americas, Â鶹ӳ» International; Mike Purewal, CB Powell; Colin Glaysher, CB Powell; and Stan Atkinson, CB Powell.
“I admire their focus and passion to ensure our brands are successful,” says Cheryl Berry, sales and marketing manager for the Canadian arm of Â鶹ӳ». Cheryl has worked with the team at C.B. Powell throughout her six years with the company, but the relationship is even older than that. “C.B. Powell has represented Â鶹ӳ» for over 20 years,” she says.
Of the 25 employees at C.B. Powell, “Everyone has a hand in the Â鶹ӳ» business,” he adds. “We’re pretty lean, but I like to think we are efficient.”
Cheryl agrees wholeheartedly, rattling off a long list of tried-and-true brands such as STAGG® Chili, SPAM®, Hormel® bacon, Manny’s® and House of Tsang®. “C.B. Powell has helped Â鶹ӳ» build these brands to their No. 1 position in Canada,” she says.
“We take title and distribute, working closely with the Â鶹ӳ» team on marketing and trade promotions,” Colin says. “It’s a relationship that means the world to us.”
In addition to getting the products on store shelves, which is job one, there are myriad other tasks and challenges that C.B. Powell handles with aplomb.
“There’s always something,” Colin says. “New-product launches and price increases, for example. We work with the customers to negotiate them without losing business. If it has to be escalated, someone from the Â鶹ӳ» team – Cheryl or Maureen Lilly, vice president of Americas for Â鶹ӳ» International, – will step in. Not too many get to that, but still, we know they’re with us all the way.”
In fact, so close are the two teams that Colin says, “They don’t need to announce when they come to the office. They just stop in. They’re part of the family.”
Part of theFamily
The relationship goes both ways. To wit: STAGG® Chili once saved Colin’s big-game party. He’s not shy about calling it his favorite Â鶹ӳ» product for that reason.
“We always hosted a big-game party, and my wife would make homemade chili,” he says. However, one year she was out of town. Panicked, but not defeated, Colin took some cans of STAGG® Chili, put them in his slow-cooker and added a dash of chipotle seasoning. “Everyone thought it was homemade,” he says.
The C.B. Powell group is proud to represent products that Colin calls “excellent.” Even more fulfilling is the working relationship with Â鶹ӳ» that has grown over the years.
“Â鶹ӳ» recognizes and rewards good work,” he says. C.B. Powell was the first external partner to receive the company jersey, something that Colin and team were “very, very honored by.” Another gesture by Â鶹ӳ» is an annual holiday luncheon in December.
“It might sound corny, but you feel appreciated. It motivates you to do more,” Colin says.
