Enterprise Nation

Vegbox home delivery business, Riverford, makes it in to our top five list of franchises. Find out why by reading what Lee Proudfoot has to say about the company. It’s a company he discovered after his students did their homework.

When did you join Riverford?

I became the local distributor for Riverford in the Shrewsbury & Telford area in November 2007.

How did you hear about the company/the opportunity?

I was teaching Business at a school in Wolverhampton.  For a lesson on business ownership types, I was researching franchises using the BFA website. It was on this site that I first came across Riverford, finding the information very interesting.  The subsequent activity I planned for my A Level group involved me writing each student in the class a cheque for £15,000 and them researching and choosing a suitable franchise opportunity to invest in.  The majority of the class ended up independently choosing Riverford!

Did you have any experience of vegbox delivery? If not, did that matter?

No, none at all.  The training I received from Riverford set me up well to deal with the best way to design rounds in the most efficient way.  An area manager accompanied me on my first delivery day and the subsequent support and advice has been very good.

What have been your first impressions of Riverford?

Very professional, strong ethics and committed to what it does.  Our customers are great, being interested in being part of the Riverford story.  Above all, the product is superb.

How are you promoting yourself locally?

I employ a wide range of marketing techniques, including ads in the local daily and weekly press, parish and community publications and special interest titles, such as regional food magazines and the National Childbirth Trust newsletters.  During the summer, which traditionally sees a lull in sales, we attend as many shows and events as possible, including county and agricultural shows, flower shows, charity and village fetes and food festivals.

Other activities have been targeted at getting Riverford’s name and my face known.  These have been important in building awareness of my business.  I sponsor local sports teams and the regional RSPCA animal rescue centre and regularly donate vegboxes as prizes for local charities and community groups.  Starting this month I'll be establishing loyalty fundraising schemes for local school PTA and Friends groups.  My next project is to work with complimentary businesses to host exclusive events for our customers.  I also spend a lot of my time pushing leaflets through letterboxes!

Do you plan to take on any other franchise areas?

I have no plans for regional domination yet!

What is the one thing you are most enjoying about being your own boss?

I have freedom to exploit my creativity and occasional eccentricities.

If you went back to your school tomorrow, what one piece of advice would you offer to your students who are thinking about starting their own business?

Be brave, be realistic and take advantage of the full range of support and advice structures that now exist.

• Riverford