Warrnambool Cheese and Butter (WCB) is bolstering its focus on the foodservice sector.
The decisions follows the acquisition of Lion Dairy and Drinks' cheese brands including Coon, Cracker Barrel, Mil Lel and Fred Walker earlier this year, by Saputo (Canada), owner of WCB.
WCB was acquired by Saputo in 2014.
According to a statement announcing the renewed foodservice focus, WCB said Saputo (Canada) considers the foodservice channel to be part of its core business worldwide, having developed its business across Canada, the US and South America.
"We have always provided the input cheese to the Lion business and now [that] we have these iconic brands coupled with our award-winning Warrnambool Heritage range it makes perfect sense to beef up and have a deliberate focus on our foodservice offering," said WCB's national business manager for foodservice and industrial, Damien Sorensen.
Sorensen is focusing on developing simplified processes, a more efficient supply chain, better on-time delivery, and regular customer contact
“We just want to be easier to deal with, whilst providing a premium dairy offer," he said.
"We now have experienced foodservice account managers with a mantra to have 100 percent focus on our cheese category. When you have numerous categories in your business there is always going to be multiple focuses for the organisation, however with WCB there is definitely an elevated focus