"We need to remain unbeatable in Ultra-Fresh"

In this episode, I speak with Jerome Briens, our SVP Global Procurement Ultra-Fresh and Head of the METRO Trading Offices. Our conversation is one of the best examples of how strategic topics become tangible as soon as someone talks about them who lives and breathes them every day. Jerome explains why Ultra-Fresh is more than just a category for METRO and MAKRO, and how we use strong assortments to increase footfall in our stores and the loyalty of our professional customers. You’ll also learn how our sales challenges with METRO, Chef Veal and Avocado Pulp work, and what role quick, on-the-spot offers play in generating additional sales. It also becomes clear just how closely Procurement, Category Management, Trading Offices, and Sales teams work together to ensure that the Year of Ultra-Fresh strengthens our business and supports the goals of our sCore strategy. Like every guest, Jerome has brought his own personal Sound Souvenir for us. It’s a sound that immediately tells him, every time he visits a store, whether METRO is relevant to its customers. You’ll find out exactly what’s behind it at the end of this episode.