Locally sourced foods are popular with consumers. But for restaurants, the shorter supply chain is plagued by food safety concerns.
Shorter does not mean simpler when it comes the food supply chain. In fact, working with small local producers often introduces a whole new set of challenges, particularly in regards to food safety and preparation.
Take, for example, the chain restaurant Chipotle, which boasted a menu supported by locally sourced foods. Last year, the chain was linked to outbreaks of E. coli, norovirus, and salmonella. Today, shorter food supply chains are under new scrutiny because of safety concerns.
Professor John Quelch of Harvard Business School and T.H. Chan School of Public Health recently authored a case study on food supply chain challenges. He summarizes his findings in an interview with the Harvard Business Review, discussing the major obstacles to local sourcing, how to manage them, and the changing appearance of food supply chains as we move forward.
Here are some highlights:
When there are fewer intermediaries between supplier and restaurant, the supply chain is actually more complex and fragmented, and safety is harder to control.
Essentially restaurants must trust numerous individual suppliers rather than having a standard quality control procedure for a manageable number of specific food sources. McDonald’s, for instance, gets chicken for all its locations from a handful of controlled sources. A nationwide chain that is sourcing locally, on the other hand, will have as many suppliers as there are locations, in theory. This means they may not be able to monitor every one on site.
Sources that mass produce have sophistication and experience in food testing that small local growers lack.
When you source food locally, inspections are on an honor system with that producer. But, the producers may lack the knowledge to assure the highest level of safety. They may not have experience with USDA inspection procedures, and their internal inspection systems may not be as well developed as a company with global operations.
Establishments that want to source locally need to factor in costs of their own safety protocols.
Yes, they may need to charge more from the consumer to balance this, but the safety checks are a must. It does not need to be done in-house either. According to Quelch, a number of very competent, existing independent food testing companies can assure safety and quality. Remember also that consumers are often willing, and expect, to pay more for locally sourced foods, particularly if they are organic and fresh.
Supply chain transparency is a must.
Many larger supply chain companies already have tracking systems in place, but such transparency is lacking at the local level. If an incident of illness occurs from a food supply, the establishment needs to be able to determine what caused it and where it was sourced from. They should be able to hone in on the source as fast as possible, so the rest of their supply chain is left out of the equation and operations are not shut down.
The future will blend global and local suppliers.
A minority of consumers will still have a passion and demand for locally produced, farm-to-table food. But, many consumers will remain price-sensitive, looking for safe food at a reasonable price. So, consolidation will probably occur through partnerships and mergers of global and local suppliers. Large food processing companies may start using local sources to make branded products, which are sourced closer to the target consumer.
The talent gap represents a professional opportunity for motivated individuals looking to advance their supply chain career.
The global supply chain is continuously evolving, offering new opportunities as demands shift and new technologies are born. But how do you evolve with it?
The key is knowing where to look and how to leverage your talent and skills to fit demand. Opportunities are abundant now, but they are also growing, according to the U.S. Roadmap for Material Handling & Logistics. It predicts there will be 1.4 million new jobs in the logistics and supply chain field by 2018.
In fact, the number of supply chain employees is expected to double by 2017, with a high demand for managerial talent. That equates double the opportunity for you to move your career forward!
Here are 5 key actions to advance your logistics or supply chain career:
1) Consider all the skills in your wheelhouse.
Evaluate and take stock of your skills and experience. Know how to articulate exactly what you bring to the table when you consider a new position. Your skills may also be highly transferable, so it is wise to be open to new opportunities. Finally, expand those skills with certifications that will give you a competitive advantage. Look for certifications that enhance your operations and supply chain management skills, like those through the American Production and Inventory Control Society (APICS).
2) Network within the industry.
Employers seeking supply chain talent have to be able to find you. Join associations like APICS, the Institute for Supply Management (ISM), and the Council of Supply Chain Management Professionals (CSMCP). You will gain access to career advice and be a part of a network of supply chain professionals. Join online interest groups and professional networking platforms such as LinkedIn. Follow industry blogs and make connections that relate to, and promote, your career aspirations.
3) Expand your software and technology skills.
This is a constantly evolving area in the supply chain, with new software emerging and a growing demand for talent that knows how to use it. Educate yourself within the software and technology space, and you will open many new doors of opportunity.
4) Know how to promote your soft skills.
Do you have problem-solving experience? A background in communication? Leverage those skills on your resume. Recruiters typically have a list of about 30 job skills that they look at when reviewing job candidates. But soft skills take priority because they produce the most successful new hires. These include: knowledge of basic business ethics, problem-solving acumen, and solid communication skills.
5) Let your differences shine.
You may not see much young or female talent in today’s supply chain industry, but don’t let that discourage you. In fact, this signals opportunity. Many companies are ramping up efforts to recruit (and keep) young talent. And women tend to be strong in many of the soft skills needed for the future of SCM. According to Shanton J. Wilcox, vice president, North America, and lead for logistics and fulfillment at Capgemini, “Many so-called tactical jobs will be replaced by positions requiring more interpersonal and relationship management skills.”
With the present challenges in securing supply chain talent, recruiters are actively searching for specific skills and new employees. You can answer to this demand if you know how to leverage, expand, and promote your skill set to the right people.
As uncertainty pervades following Brexit, experts speculate about the impact a divorced U.K. and E.U. will have on the global supply chain.
As the Brexit vote roils markets across the globe, uncertainty looms in the air for many businesses. Even U.S.-based organizations without operations or suppliers in Europe are feeling the “significant economic repercussions” of the U.K.’s decision to leave the E.U.
Economists have been scrambling to determine the full impact of the referendum. It seems clear that all aspects of the supply chain will be affected in some way. But we won’t have a clear picture of precisely how prior to the conclusion of the two-year period of negotiation on Britain’s exit terms. Some experts speculate that it could take up to 10 years for new trading relationships with various countries to play out.
For now,“the overriding message for the European logistics and supply chain industry is one of ‘business as usual,’” says Transport Intelligence’s CEO, Prof. John Manners-Bell. “It will be in everyone’s interest to ensure that there is as little disruption to the movement of goods throughout the region as possible.”
In the meantime, here are 8 of the top analyses of Brexit’s impact on the logistics and supply chain industries.
HubSpot users also saw 3x more leads and 4.1x web visitors per month after a year using the software.
A study has found that using HubSpot for your inbound marketing can increase sales revenue by 72% in 12 months.
A 2016 MIT Sloan student analysis showed that HubSpot’s inbound marketing software provides users a substantial boost in quality leads, which converted into more sales. In year two of using the software, customers continued to see impressive increases.
The in-depth report was a compilation of customer survey responses and web data gathered over a 24-month period for HubSpot users from 2013 to 2015. It looked at three fundamental aspects of marketing methodology:
Attracting new visitors to the user’s website
Conversion of these visitors into customer leads
Closing those leads into actual sales
Leveraging tools to streamline and magnify marketing and sales efforts is important for all businesses in the supply chain and logistics industries, but it can be especially important if your business is small, or has limited resources. HubSpot proved to be a competitive solution, with cost-effective results that increased leads, customers, and revenue.
Report highlights
Attracting new customers
Users averaged 3x more leads per month after a year.
Websites averaged 4.1x more visitors per month after a year.
Conversion of website visitors into leads
Approximately 83% of the HubSpot customers experienced an increase in their conversion rate of leads into customers.
Size of the business did not matter; all saw significant increases in site traffic and lead conversion rates.
Closing those leads into sales
72% of HubSpot customers saw an increase in sales revenue in one year.
Other findings focused on substantial support in meeting goals and the ease of attracting the right customer persona for optimum results.
96 % of customers surveyed said that HubSpot helped them meet their marketing goals.
68% of customer respondents felt that their efforts generated better quality leads while using HubSpot.
Increased customer satisfaction was reported by 46% of HubSpot users since they began using the program.
Is HubSpot right for your business?
HubSpot is a marketing platform that takes all of the inbound marketing methods that were once separate services and consolidates them into one integrated software package. It provides marketing analytics, lead intelligence, A/B landing page testing, CRM integration, email service integration, eCommerce integration, and API integration.
From one location, you can blog, tweet, optimize, then capture and nurture leads. It drives the right customers to you using extensive research specific to your industry. It pinpoints your competitors and potential customers, including their typical pain points, interests, and questions.
A separate 12-month study conducted by Overgo involving both B2B and B2C businesses compared companies using HubSpot to those who did not. It found:
An average increase of 170% in organic traffic after one year, whereas those using HubSpot saw an average organic traffic increase of 590%.
HubSpot received 125% more (B2B) and 294% more (B2C) leads than companies not using HubSpot. (Several of the B2B companies received fewer leads because their targets are multi-million dollar deals, a much smaller avenue of opportunity.)
The difference was attributed to the tools HubSpot offers its customers, which include:
Ranking opportunities – a feature that shows which keywords offer your business an opportunity to get ranked on the first page of search results.
Conversion opportunities – shows which keywords are attracting a lot of traffic but not converting, then suggests ways to increase conversion.
Long-tail opportunities – suggests keywords where ranking could improve substantially if you add a certain word or phrase.
Competitors – compares your site’s ranking and search volume to your competitors.
Campaigns – helps organize keywords into campaigns for tracking and measurement.
HubSpot’s inbound marketing software has consistently provided a relatively fast and high return on investment for the majority of B2B or B2C companies, no matter their size.
Today’s customers expect value, quality, and speed. Focusing on how your can deliver on those promises is what will win you business.
Remember that great advice: focus on yourself, not on what others are doing. According to an article in Harvard Business Review, the greatest challenge your company faces today is not keeping up with your competitors, but keeping up with your customers’ expectations.
This is not to discount the importance of watching business trends and monitoring the competition. But, your primary focus should be on what your customers need and expect and if you are providing it.
What do customers expect?
In today’s digital age, your customers’ expectations wash away traditional boundaries. According to a report in The Economist Group, customers compare and contrast their digital experiences across all industries, even those that offer totally different products or services.
Do you stand out above the crowd? Ask yourself this:
Do you offer value, quality, and speed? Customers used to be willing to trade off one to get the other. Those days are gone. Today’s customer dictates that they want it all: lowest price, good quality, and fast delivery.
Do you offer what the “big guy” does in terms of product, service, and ease, but with the care of a small business people trust? The size of your business does not matter in a digital marketplace. But, you must offer the scope, scale, and influence associated with being big, while maintaining the creativity and personal service characteristic of smaller businesses.
Do you focus on helping customers to meet their objectives and needs? Do you share a purpose? According to an article in Harvard Business Review, what you provide ideally is not something you are going to do to them, or for them, but with them. It’s a journey you take together.
Do you offer an intuitive sales funnel? Customers expect you to be where they are, deliver what they want, when they want it, and how they want it. If they are shopping your site, leave, and come back later, they want to pick up where they left off. They demand intuitive ease and ultimate convenience while they shop.
Do you offer personalized customer experiences? Remember what happened every time Norm entered that television bar called Cheers? Your customers want you to know their name when they return, as well as their unique individual preferences, and they also want you to make relevant recommendations for products or services they may like.
Do your social media interactions inform and help customers? Your posts should not deliver a sales pitch. Social media content should be educational, entertaining, or support the needs and interests of your audience.
There are new rules businesses must follow today in creating the ideal digital journey for their customers. Focus your attention on exceeding customer expectations and answering to their unique needs, not on your competition.
A recent report produced by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove, found that 81% percent of B2B manufacturers in the United States use content marketing. The same report found that the majority of manufacturers do not believe their organization is effective at content marketing.
What are organizations who are not effective missing out on? A lot.
An effective content marketing strategy can:
Build brand awareness
Position your company as a thought leader within the industry
Increase engagement with customers, partners, and stakeholders
Educate and inform customers, partners, and stakeholders
Build trust
Allow you to manage your reputation
Generate leads
How can your organization realize these benefits?
The first step is documenting your strategy. The report found that organizations with a documented strategy in place were 3x more likely to report that their content marketing strategy was effective than organizations without a documented strategy.
Define your goals
Why does your company want to create content? Do you want to shorten your sales cycle? Increase leads? Build brand awareness? You don’t want your content to be just stuff. You don’t want content to be ineffective. Therefore it is important to define what it is you want your content to do for your company.
Define your audience
Who is your target audience? What are their needs? What are their goals? What are their pain points? What do they value most? Where do they go for information? Take your time. Be honest. If you identify and define your audience correctly you will be more likely to reach your target audience and engage them than if you get this step wrong.
Define your metrics
Determine how you are going to track and measure success. Define the metrics that you will track on a daily, weekly, monthly, and yearly basis.
Identify the right distribution channels
When it comes to content, distribution is essential – your content will not reach your target audience and will not be read unless it is distributed. Take the time to identify the distribution channels that are right fit for your company, your content, and your goals.
Create a publishing calendar
A publishing or editorial calendar provides you with a framework to create and distribute content. It helps you create content that is consistent, that is quality, and is tailored to your company’s goals. It is also helpful in terms of managing workflows, meeting deadlines, and managing writer’s block.
Create content
Valuable and relevant content is not a sales pitch. It is not content that pushes your products and services. Rather, it is content that communicates valuable information to customers and prospects so that they have the knowledge to make better informed decisions. Moreover, it is content that establishes your business as a reliable source of knowledge – as the thought-leader within the industry. Be thoughtful when you create content.
Curate content
Content will help you grow your business; by creating and distributing valuable and relevant content in a strategic and consistent manner you can drive profitable customer action. But, it’s not all about you. It’s not all about the content you and/or your business creates. Here’s why content curation is an essential component of a successful content strategy. The internet is a fire hose stream of content. Being able to navigate the deluge of content and identify the content that is valuable to your customers and to your business is essential. The process of identifying and sharing this content is content curation. By consistently being able to identify, make sense of, and share content that is important and relevant to your customers and to your industry you will establish your business as a thought leader and a trusted resource.
Distribute content
Distribute your content via your target distribution channels. Distribute the content consistently over time and at the right time.
Engage with customers and prospects
Once your content has been distributed, engage with your audience. Respond to comments, respond to questions, and provide clarification. Make your content more than words – make it a relationship.
Track and analyze metrics
Track and analyze your metrics on a daily, weekly, monthly, and annual basis. Take a look at what is working and what is not. By tracking and analyzing your metrics you can see, for example, what type of content is most effective and which distribution channels are helping you achieve your goals.
Make adjustments as needed
Your strategy should not be set in stone. Your strategy should be flexible. Look at your metrics, look at the feedback you are getting through your engagement with customers and prospects – make adjustments to your strategy as needed. Remember that when it comes to content it is important to think marathon not sprint. An effective content strategy requires patience and determination. Many companies make the mistake of giving up on a content strategy too early; make a long-term commitment to your strategy.
As uncertainty pervades following Brexit, experts speculate about the impact a divorced U.K. and E.U. will have on the global supply chain.
