Since day one, we’ve always dealt with our customers as individuals. And we’re not going to stop now. Knowing you as a person is the best way to get to know your business – and to make sure you get the products and service you need.
Most importantly, nothing is ever too much trouble. It’s a commitment that goes back to our origins. When Allan Reeder set up as a sole trader, supplying cream and butter to bakeries, he firmly believed that one happy customer leads to another. This has certainly turned out to be true.
Our customer numbers are always increasing, and our product range has grown to keep pace. We operate from our own distribution centre by Heathrow Airport, serving many businesses every day – including some of London’s best-known restaurants, coffee shops and hotels.
But it’s still very much a family affair. Allan remains in charge, with daughter Heidi managing customer relations, one son Chris overseeing supplier relations and logistics, and another son Ben looking after marketing. Our customers know and trust us. And that’s the foundation of the personal service that keeps you in dairy products, and keeps us in business.
Meet the team
Allan Reeder, the youngest of eight children, was born and raised on a farm in rural Suffolk. After completing national service with the RAF he joined Goods Dairy, which then became part of Express Dairies following a takeover. Armed with practical knowledge of the dairy industry and a sharp business brain, Allan quickly climbed the managerial ladder. Then, in 1971, he took the big step to work for himself from premises in Berkshire and began supplying cream and butter to bakeries.
“Right from the beginning I knew we had to put our customers at the centre of everything and provide unbeatable service. Nothing has changed. Nearly 50 years later our business has grown enormously, but that same customer focus still underpins all we do.”
Heidi started working in the business aged 18. From an early age she helped her father with deliveries and invoicing, so it was only natural that Heidi joined to help her Dad expand the business. The industry is continually evolving, and Heidi has been instrumental in ensuring that the business has kept pace with these changes. She is also responsible for all customer relations and supporting the office staff.
“I grew up alongside Dad as he built the business. Much like him I think of customers as friends and take personal responsibility for getting things right. My mantra is all about going the extra mile to provide exceptional service.”
Chris has helped Allan to grow the business since he joined in 1992. As the customer base has grown, so have the warehouse and vehicle fleet. From working in the warehouse on his own, he is now ably assisted by a fantastic supporting team. Chris has overseen the fleet grow to more than 50 vehicles and the product range increase from 20 to over 600 products.
“We work incredibly hard to deliver the products you want, when you want them. Every step, from the farm or processor, to our own storage and distribution is monitored to guarantee the quality of the products that arrive with you.”
Ben graduated from King’s College London in 2016, with a degree in Geography. He joined the company in the same year, providing marketing and communications solutions. This role has expanded considerably and Ben has since become an important part in the day-to-day running of the business. He brings new ideas and a fresh outlook to a changing industry.
“From a young age I helped Dad with deliveries, so I‘ve been around the business for a long time. Joining the family company has been amazing, and I am enjoying using what I have learnt at university to take us forward, particularly from a technological viewpoint.”
"I like being able to place orders by phone. It’s good to talk to someone who knows the business. If we have special requirements I know that Allan Reeder can be flexible." Jon Middleton, Manager Simmons Bakers