When a product idea takes off quickly, good distribution to major retailers becomes a priority. So how does a small business enter into the competitive world of the multiples and not only survive but succeed?

New start-up company The Juice Doctor had its work cut out when it launched its soft drinks range – The Juice Doctor Hydration Fix – in April 2006. The concept of a drink specially formulated to improve water, vitamin and mineral uptake and fight the everyday effects of dehydration took off quickly, and the company needed a reliable distributor which could smooth the way with the large multiples ready to take the drinks.

Having been involved with Food Masters, The Juice Doctor looked at Boughey Distribution on their recommendation, as well as considering two or three other distribution companies.

Said Matt Crane of The Juice Doctor, “We needed a supplier that could get us into the multiples without us having to worry about automated delivery notes – we weren’t prepared to invest in EDI systems at such an early stage, and we knew that Boughey had the right systems in place.

“As a small company we also wanted to feel that we would be given the attention we wanted, which we weren’t sure we would get from much larger distributors.”

The Juice Doctor has been pleased with Boughey’s performance with Sainsbury’s and Boots: “Boughey’s service for big drops into large warehouses for the multiples is good. It’s not without challenges: our business is massively seasonal and apart from a busy December things are quiet till April, which means that responsiveness to fulfill orders is important.”

The Juice Doctor is headquartered in Kent, but distance hasn’t been a problem when working with North West-based Boughey, as Matt explains: “Boughey has done well for us as it can be hard to manage logistics from a distance, and we have only been to Boughey’s office once or twice. We haven’t had the resource to work more closely with only three of us in the company, but we have now appointed someone to manage the supply chain and stock control, which should increase overall efficiency.”

With Boughey’s help The Juice Doctor has tackled the logistical teething problems that face a new business and is going from strength to strength. The future looks bright: in its first year The Juice Doctor sold over 2.5 million drinks, an amazing achievement. Concludes Matt, “When we appointed Boughey they got us out of a big hole very quickly – consolidating the working relationship is the next stage.”