Looking Back: Rick
Beaman
Many years ago, we use to deliver dairy products by horse and wagon. Currently, we deliver our products on 46-foot tractor-trailers. Distribution is just one small aspect of the many changes that have occurred over the past 100 years, my own experience over the past 31. Every day, we evolve to become more professional to attain state-of-the-art status.
The industry has vastly consolidated over the past 10
years and for good reasons. Today we are primarily competing with other
beverages. Share of stomach has been taken away from dairy and we are
fighting to regain that volume. We are doing this through great marketing
programs and education of our consumers on how important dairy is in their
diets. The MilkPEP program has done wonders in slowing a negative trend in
consumption. Innovative packaging has allowed us to better serve consumer
needs and has opened doors to foodservice we were not enjoying previously.
Our retail grocery chains are also in a consolidation
mode and this has changed our go-to-market strategy. Retailers are looking
for greater volume SKUs and deleting non-performers. It is our job to look
for new products and ideas to keep dairy alive and doing well.
The systems changes happening on the IT side of our
business are phenomenal. Advanced technology has allowed us to improve
communication with customers and suppliers. We have to be willing to
experiment with emerging technology or we will fall behind.
Over the years, the dairy industry has been accused of
being slow to change. If you look at what has been accomplished over the
past 100 years, you will realize we have not only accepted change, but we
have embraced it and improved our way of doing business.
Innovation and new technology are great improvements,
but we must never forget the basics. Produce the best quality products we
can, deliver it cold and on time, and listen to our customers’ and
consumers’ needs, and we will carry on the dairy tradition for at
least another 100 years.
Rick Beaman is chief operating officer of Dean Foods
Co.’s Southwest Region.
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