The Proudfoot Group believes integrity is a key ingredient for any business looking to grow with sustainability in mind. The quality products and exceptional service served up in its supermarkets have earned customers’ trust and loyalty, which has enhanced Proudfoot’s brand reputation and, in turn, attracted new customers.
Scarborough-based and still family-run, the Proudfoot Group operates five supermarkets in and around the Scarborough area. Established in Seamer Village, North Yorkshire, in April 1948, the chain is run by a dedicated team who are successfully navigating a number of challenges that are part of today’s ever-evolving retail business.
A competitive marketplace
The retail landscape is teeming with competitors, ranging from multiple grocery giants like Asda and Morrisons to local convenience stores. On top of that, the significant challenge of rising labour, utility and other operational expenses is impacting profits. To remain competitive, Proudfoot has implemented a number of efficiency initiatives, such as building its own distribution centre, buying smartly, adopting new technology and promoting itself locally using the Nisa promotional calendar. The company continually manages the delicate balance between competitive pricing, customer satisfaction and environmental stewardship, while keeping stores up to date for a better retail experience.
Crafting a distinctive brand
Despite challenges, Proudfoot continues to carve out a distinct and unique identity deeply rooted in its communities. A focus on buying locally and strategic partnerships has enabled the company to distinguish itself from its competitors. Its commitment to supporting Yorkshire suppliers, fostering community engagement and championing local initiatives is a key contributor to its business success. Proudfoot’s ethical retailing and transparent communication also resonate with consumers – who are increasingly demanding accountability from corporations.
A sustainable approach
Even in the face of challenging economic times, Proudfoot actively pursues genuine environmental initiatives – rather than ‘greenwashing’. Unwavering in its dedication to sustainable practices, the company prioritises reducing waste, minimising packaging and supporting local suppliers. It has also significantly reduced energy consumption and costs by investing in low-energy refrigeration systems across its stores.
Committed to ethical retailing
Proudfoot now sources over 25% of lines stocked from businesses in the local area. The company proactively helps these suppliers promote their products, hosting tasting events across their stores on 1st August each year – Yorkshire Day. In a recent interview, Valerie Aston, a director for the group, said, ‘Attending local events is a great way to meet and connect with local suppliers – it has provided some real eureka moments over the years. A recent promotion of a premium, locally sourced pasta range saw the sales grow 75%.’
The company also partners with Deliciously Yorkshire, an organisation dedicated to supporting local suppliers and making Yorkshire food and drink a first choice. And its commitment to healthier choices extends to promoting low-sugar drinks as part of its food-to-go offering. Fully supporting high salt, fat and sugar guidelines, the company chose not to offer a loss-leading 2-for-1 purchase on confectionary tubs at Christmas but sold full-sized tins at the £10 retail price on the seasonal aisle. This decision demonstrated commitment to the code and proved good for business, as Proudfoot didn’t lose any value or footfall.
Proudfoot’s partnership with Nisa and the Co-op is born out of their mutual commitment to ethical sourcing and collective purchasing. ‘Aligning with their values reinforces our dedication to Fairtrade, Buy British and Water Aid initiatives,’ says Valerie. This partnership also enables Proudfoot to meet the evolving preferences of consumers who seek convenient, pre-packaged goods without compromising quality or provenance.
Corporate social responsibility
Proudfoot’s commitment to corporate social responsibility (CSR) extends beyond environmental initiatives to encompass community outreach and charitable giving. The company offers grants to a range of local charities, supports grassroots projects and regularly donates via the Making a Difference Locally (MADL) scheme. To date, Proudfoot stores have donated over £217,000 to local causes through MADL.
As a MADL board retailer trustee, Valarie is passionate about the cause and the CSR side of the business.
She explains, ‘In-store point-of-sale materials also call out the charities that benefit from the funds we generate from carrier bag sales. By transparently communicating our CSR efforts, we can build trust and loyalty among customers. And we make sure to actively engage with the community – like supporting key workers during COVID or marking big events such as the jubilee and coronation.’
Organisational culture
Over the years, Proudfoot has created a family atmosphere, where staff members are valued and respected, so they stay for a long time. By providing staff discounts, double discounts during seasonal periods, a gift voucher at Christmas and a supportive environment – the company creates a sense of belonging. Proudfoot’s low staff turnover rate speaks volumes about its positive work culture and the loyalty it inspires among employees. This also means staff are extremely competent and knowledgeable, and get to know their customers personally – all contributing to the community feel of the business.
Forging the path ahead
Proudfoot believes in the power of responsible business practices. Valarie said: ‘Despite the challenges, we’ll always be responsive to our customers’ needs – while promoting sustainable alternatives. Through our ongoing store refurbishments, we’ll continue to improve our customers’ experiences. We’ve embraced new technology such as “store mapping”, but we also always bring the human touch by experiencing the physical spaces ourselves in person. This helps us to get a true understanding of what’s working and not working, which leads to more efficient store layouts and improved customer experiences – both of which have led to increased sales. And as we look at future opportunities to enhance our service, we won’t lose sight of maintaining the highest standards in current locations.’
Proudfoot’s journey is an example of the local resilience, innovation, sustainability and community spirit that’s required to evolve and thrive in today’s world. The company’s unwavering commitment to improving practices serves as a beacon for the retail sector at large, and ensures it remains indispensable in the hearts and minds of the communities it serves.