"The review probably took longer than it should have done which gave a mixed message to both prospects and our customers," he agreed. As a result of the review, the head office team of 40 has been split, with Simon Davis, head of sales and logistics, now focusing on commercial and non-branded contracts, such as the supply of Petrogas' Applegreen sites, and the new deal supplying Murco dealers on behalf of MFG; as well as the unmanned sub-brand Breeze (see page 22).
Woodcock, who spent 29 years with Total/Fina, is driving dealer business with a new team under the Harvest Retail banner, as well as developing the relationship with Spar, to encourage more retailers to sell Spar-branded fuel: "It gives us good potential. Where a dealer already has a Spar-branded store they have the opportunity to expand the shop offer onto the forecourt. If it's a small CTN site then the Harvest brand is more appropriate.
"The key message we came to the show with is that our dealers are charging the lowest retail prices. They charge less, because we cost less."