CENTRA TODAY

Centra today is comprised of two cor businesses - one supplying the grocery industry - the other supplying the specialty food service industry.

Management

Today Paul van Straalen still heads up Centra as Managing Director. Paul has adopted a management plan by means of involving Centra's key people in all major decision-making. This team is comprised of the Financial Controller, the retail division and food service Managers, the Office Manager and Warehouse Manger. This management committee work closely together to ensure Centra is achieving the best outcome for the company, be it in sales, distribution, customer service or profitability. Centra has become a dynamic and modern company that is focussed on doing the best for all their various principles in achieving excellent sales and market penetration for Western Australia.

Grocery Division

Centra Fine Foods supplies the retail grocery industry in Western Australia via our sales team on a direct to store basis, via telemarketing or on a direct to warehouse/cross docking situation. Our sales team is led by our retail Sales Manager who has a team of 4 retail area mangers who are supported by 2 merchandisers. Our team is professional, focused and hard working offering our clients the very best of personalised service.

Centra supply all the major supermarkets in Western Australia including the national chains, Coles and Woolworths. We also supply the independent trade through FAL Ltd as well as specialty and department stores. As you can see from our website, we offer an extremely comprehensive range with almost something for every type of retail food business.

Centra supplies deli, dairy and dry goods to the retail grocery industry and provide a speedy and efficient delivery service through our own fleet of refrigerated vehicles. We believe our service levels are second to none and we pride ourselves in being the best so as to benefit both our principals and our customers alike.

Food Service Division

One of the principle changes recently made in the Food Service Division was the introduction of fully qualified Chefs servicing this division's client base. The idea of "Chefs working with Chefs" has proved an outstanding success story. Knowing the needs, constraints and frustrations of working in a kitchen environment, be it large or small, is invaluable in dealing with today's modern Chef.

This division has also had somewhat of a revolution as opposed to its past incarnation. From what was principally a dairy come cheese specialist, Centra Fine Foods now offer an extensive range of all manner of specialty produce from smoked and fresh salmon and trout to chicken, kangaroo to antipastos, smallgoods and so on. Check the website for more. We do of course still have the most comprehensive range of quality cheese and dairy products on offer.

Our Food Service Division supplies our client base via a team of 4 Chefs. They visit their clients in purposely-modified refrigerated vehicles and carry an extensive range of goods on board, thereby offering the client instant access to any stock they may require. Each vehicle is equipped with a mobile phone and on board computer and printer. An invoice is generated "on the spot" for the client which means that the client has the advantage of purchasing their exact requirements without having to wait for deliveries.

Centra supply all the major hotels in Western Australia as well as the majority of quality restaurants and catering venues. Our exacting standards for deliveries more than meet the requirements as laid down under the terms of the "Australian Cold Chain" so as to protect both our clients as well as their customers. We want our customers to look at Centra as their consummate Specialty Food Service supplier offering not only great range and wonderful products but also offering great service be it efficient and speedy delivery or advice or assistance in designing menus or costing and catering solutions.

The Future

Centra is ever evolving and always on the look out for new and innovative products and solutions to assist our customers in getting the very best in produce and service.

We have recently upgraded our fleet of food service vehicles and have greatly increased our storage capacity for refrigerated goods. This has greatly assisted in boosting our sales of fresh products, particularly including our Springs salmon and seafood products. Springs are a market leader in fish smoking offering a range of products more comprehensive than any of its competitors. Springs plans for a new factory are well advanced which will result in an even wider range on offer. This combined with the availability of fresh whole Salmon of the very best quality will help Centra to grow dramatically going into the new millennium.