A logistics solution that fits at every stage of Baxters growth

About Baxters

Since 1868, the Baxters brand has been synonymous with quality food products, loved and enjoyed the world over, and an unwavering desire to remain true to the ethos established by founder, George Baxter, over 150 years ago to ‘be different, be better’.

From humble beginnings with one small grocery store in Fochabers, Moray, to a successful global business, that ethos continues to drive the company’s approach to its products and customers while remaining proudly grounded in its Scottish roots and Highland heritage.

Today, Baxters boasts a range of leading brands and over 160 products to its name, including the finest soups, preserves, pickles, condiments and chutneys. In the UK, these products are developed, produced and distributed from four sites in the North East of Scotland, the Midlands, Essex and London.

Baxters intricate needs

There are many factors to consider when providing a logistics solution for Baxters.

Firstly, the nature of their transportation requirements is complicated. Baxters has customers of every size, from the largest UK retailers requiring regular deliveries to small businesses who only order products every 6 months. They need a logistics supplier that can accommodate all of these transportation needs.

Added to this is the geographical challenge presented by the location of their flagship site in Fochabers in North-East Scotland. There are no motorways and the nearest dual carriageway is a one hour drive away! For customers in the south, the products have a nine-hour journey. Baxters require a logistics provider that understands these challenges and offers solutions that minimise any potential impact of the remote location.

However, these challenges don’t hold Baxters back. As a privately-owned, entrepreneurial-led business, they continue to develop and grow and require a logistics partner with the same drive and ambition.

Providing the model that’s right for Baxters

Craib’s relationship with Baxters stretches back over 25 years. During that time, Baxters has continued to grow and so too has the support we provide. As their business has evolved so too have their logistics requirements, and we’ve been by their side every step of the way. John Hester, European Supply Chain Manager for Baxters, explains what the right model looks like to them:

Flexibility is key. We have to be responsive to our customers’ needs, including fluctuating volumes, so we require a logistics solution that can support everything we do. This ranges from full truck loads to groupage and pallets alongside the need for volume absorption. The scale offered by Craib as part of Gregory Group is hugely valuable as we know you are always able to support us.

Then there are the geographical challenges of meeting customer requirements for goods coming out of our factory in Fochabers. Distance, weather, traffic and travel disruption can all come into play but Craib takes a positive and practical approach and your direct relationship with our customers is vitally important in managing and minimising the potential impact of these factors.
Above all, the most important ingredient for me is a partner who works with us. With Craib, and the wider Gregory Group, you understand our business and we collectively work together to find the best solution that benefits us both mutually.

A growth mindset is essential!

Baxters has always had big ambitions and need a logistics provider that doesn’t just cope with mass growth but shares the same ethos. John explains:

We are an ambitious business looking at growth and expansion so we need a partner that can support that. There are a number of similarities between ourselves and Craib. You invest in your business, whether that is in terms of vehicles, training or technology, and you work with us to find efficiencies and come to us with ideas.

This was demonstrated with the introduction of a more modern fleet for Baxters bulk vinegar business in the Midlands, which has brought multiple benefits. The vehicles are safer because they can be cleaned from the bottom rather than at height, they are lighter resulting in a higher payload enabling Baxters to move an additional 6,000 litres with every truck load and the mpg (miles per gallon) has reduced.

Craib is also providing relief warehousing solutions which Baxters can call off as and when required, saving precious warehouse space on site, and the suggestion of moving to electric or HVO to transport goods between the factories in Fochabers to reduce the carbon footprint is currently being explored.

John commented:

These are just a few examples of where Craib has added value and we appreciate the ideas that are brought to the table. The continual focus on achieving more fits very well with our own business and objectives.

A partnership of longevity

We have been working together for over a quarter of a century, so we asked John what makes our relationship such a success.

The open, honest, and direct relationships we have with the Craib team make a difference and we have excellent support via our account managers. It is a true partnership.
I’m encouraged by the culture of the group - while you have four brands each with a separate identity, they are all part of the same family. It feels local and like a friend around the corner, but you have the tools, data and size we need. That identity is powerful.