Magazine article New Zealand Management

Unique Management Style Drives Growth at Hamilton Food Company. (Corporate Profile)

Magazine article New Zealand Management

Unique Management Style Drives Growth at Hamilton Food Company. (Corporate Profile)

Article excerpt

"We are a team, not because we think we are, but because we act passionately as one!" This is the mantra of Prolife Foods chief executive officer, Bernie Crosby.

"We see this sharing, contributing, independent yet collaborative, participative style of leadership, personal responsibility and discipline as our foundation," he says.

"In this fast-paced, ever-changing world we, as an organisation, must combine and work as one. We must use innovation and constant change as our competitive advantage to secure a sustainable niche in the marketing of our food products."

Prolife Foods are leaders by example. It's one thing to talk the talk. It's another to actively get down to the nuts and bolts of living, breathing and walking that talk, says Bernie.

Bernie believes the key to successful management is the development of strategic business partners. "We don't have customers or suppliers, we have `business partners'," he explains. "Our business relationships are strong because we work with our `partners' in a transparent way to drive and maximise the value and return to their stores.

"We work closely with store owners and category managers to achieve our collective goals and we are able to do this through effective communication, innovation, knowing our clients' needs, taking a solution-based approach and delivering an ongoing, unrivalled performance."

Prolife Foods is blowing the roof off old ideas and concepts in its marketplace and winning them more than just acclaim. The company was recently recognised at the Westpac Trust 2002 Waikato Business Excellence Awards where Bernie Crosby received the CEO of the Year Award and the company received the Innovation Award for 2002 for their style of Category Management.

Prolife Foods Category Management style is an extension of Bernie's general approach to the running of his company as a whole. It's about passion, innovation, working as a team to drive Category growth and delivering value for the consumer.

Alongside these values stands Bernie Crosby's firm commitment to quality. "Quality is our total offering." This extends from the very product supplied to Prolife's operation as a whole--from systems and processes, to staff recruitment and their skill, commitment and execution of all core responsibilities. …

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