H&C News meets with suppliers regularly to keep up to date with the latest product and service innovations, aiming to get the inside track on what companies offer to the market and how it is delivered.
This week we spoke to Bob Littler, Director of Porkka UK, to gain an insight into the business and the challenges its customers face. Porkka is one of Europe’s leading designers and manufacturers of commercial refrigeration and catering holding/display equipment.
Can you give us a brief overview of Porkka?
Bob Littler – Porkka is part of major pan-European trading company Huurre Group Oy. The UK subsidiary was established in 1989 and has consistently been one of the Group’s top performing companies. In February of this year we opened a new UK headquarters, with improved logistics and training facilities, underpinning our ongoing commitment to the UK market.
I would say the key factor that differentiates Porkka from competitors is that, with us, it’s not just about products. We are very focused on providing the service and support to ensure the products add value to our customers’ businesses.
And what are your customers looking for when sourcing new equipment?
When customers make these important decisions they have to get it right. Getting it wrong can have a serious impact on their business. So we advise them to concentrate first and foremost on what we call the ‘abilities’ – reliability, dependability, durability and suitability. These are the four most important things with regards to selecting equipment that will add value to their businesses and, clearly, these are then closely followed by energy performance, price and operational capability.
There is another ability to take note of; the ability of the supplier to provide what they have promised and to ensure that it is the right solution for the customer’s needs. The ability of the supplier to sustain the product is also important – what you might call ‘sustainability’.
How do you address this issue?
I think we first have to hold our hands up and admit we used to get it wrong – as did most other suppliers in our industry. We used to say “this is what we make and this is how much it costs”. Now our priority is to listen to the customers, understand what they need to achieve and then use our own expertise to work with them towards the best solution.
It is the customer’s particular operational needs, along with factors such as performance, reliability and sustainability, that should determine the specification of the equipment. We also make a commitment to continue supporting the equipment, rather than just walking away after the order has been fulfilled.
It is this change in our approach that marks our transition from being a supplier to being a solution provider – and we’re finding that our customers and distributors are very appreciative of the change.
Which of your products are proving most popular?
Around 80% of our UK sales are for modular cold rooms. This is an area where we genuinely excel and can offer more. For example, we offer a wider choice than other European manufacturers with over 80 different sizes, each available in three operational temperatures and two external heights with a wide variety of door options.
Other features worthy of mention include the ability of all our rooms to operate on a single phase power supply and the use of polycarbonate, dishwasher-friendly shelving as standard.
How do you remain at the forefront of your field?
Porkka re-invests about 20% of its annual income into research and development, taking advantage of technological advances in other industries and, where appropriate, finding ways to apply them to commercial refrigeration.
This is very important because, as the general public becomes more discerning about food quality, there is growing pressure on caterers to deliver higher quality. We recognise that our equipment is there to support our customers in that endeavour. They spend a lot of money on sourcing quality food, they need to be sure our equipment will help them maintain the quality of that food.
Can you give an example of the benefits of R&D investment?
One obvious example would be our unique, patented Remote Heat Disposal System that collects waste heat from the refrigeration system and transfers it to the outside of the building. This system is practically noiseless (invaluable where residential accommodation is adjacent to or above the catering premises).
We also use flexible hose to connect the equipment to the outdoor unit; therefore no welding or brazing is required during the installation – saving both time and money.
What would you say are the main challenges facing the hospitality and catering sector?
As I mentioned earlier, there is growing pressure on caterers to improve and maintain quality and currently this has to be achieved in a very austere economic environment. Consequently, there is often a strong temptation to go for the cheapest option rather than the best solution.
The trouble is, cheapness is usually achieved by missing things out, so if something is cheap the first question to ask is “what’s missing?” For instance, a door on a cold room or cabinet that isn’t counter-balanced will inevitably be left open at some point, so that the food isn’t maintained at the right temperature. Similarly, a cheap product is unlikely to have vital audible and visual temperature alarms fitted as standard. Also, of course, cheaper equipment won’t last as long, and buying new equipment every 3-4 years is a false economy.
So this also becomes a challenge for us. As we listen to what customers are trying to achieve we have a responsibility to help them find the best solution that does everything they need at a good price. We will never be the cheapest but we pride ourselves on offering top quality at a competitive price and we believe that’s what our customers need as well.
In parallel, the industry needs to be aware of environmental issues and reduce its impact on the environment. Energy efficient performance needs to be inherent in the design of the equipment, of course, along with moving to environmentally-friendlier refrigerants like R209. Responsible disposal at end of life is also a key issue, so all Porkka cold rooms are now over 90% recyclable.
Finally, what are Porkka’s plans for the future?
Our priority is to continue to build on our policy of working with customers and distributors within an empathic relationship that benefits all parties. We are committed to providing an equipment range that our customers want for their businesses – maintaining the right temperatures at the right design and specification at a sensible price. We won’t compromise on quality and we won’t be price-driven – our business model will continue to be shaped by our commitments to customers and supply chain partners.
H&C News Comment – We very much enjoyed hearing Bob outline what Porkka is all about and where their plans are for the future, above all else for us one phrase stood out “working with customers”. We think they will be Working With plenty new ones too!
To get in touch with Porkka visit their contact page here, it is impressive with clear details of not only how to contact them but details of who to contact for what too.