"If customers buy Ultra-Fresh, they buy everything"

Ultra-Fresh is more than just a category; it is a key growth driver for METRO. In this episode of MORE Podcast, I talk to Heiko Peuthert, Vice President Sales Excellence at METRO AG, about why Ultra-Fresh is so important for customer loyalty, sales growth and METRO's goal of becoming the best partner for HoReCa customers. Heiko explains why owning the centre of the plate is important for success, how sales excellence and the right attitude make all the difference in customer conversations, and why Ultra-Fresh only works when cross-functional teams truly work together as ONE METRO. The episode also highlights specific success factors from the ‘Year of Ultra-Fresh’ so far – from sales activation and incentives to the power of active listening to customers and colleagues. An open conversation about growth, trust and doing business with people – and why Ultra-Fresh opens the door for us to do more business with our customers.