Fresh enthusiasm drives Herdsman business win

Herdsman Fresh Essentials co-owner Dennis Cerinich understands all too well that, for a family business to be successful, all staff members need to feel they are part of the ‘family’.

And he knows that this extended family played a big part in Herdsman Fresh’s win in the second-generation category at the 2005 FBA Family Business Awards.

Herdsman Fresh Essentials opened in December 1979 after Dennis and his father, Loui, chose to leave one of Perth’s most successful most successful shopping centres for a very modest “tin shed”.

The move from Karrinyup Shopping Centre to Herdsman was the start of an exciting journey that has transformed the original fruit and vegetable business.

“Looking back, I’ve been lucky that I’ve had wonderful parents to take us down this road, to achieve what we have achieved today,” Mr Cerinich said.

“I’d like to thank all the people who have worked for us over the years because without them doing their jobs diligently every day, we wouldn’t be where we are today.

“So I thank every one of them.”

Mr Cerinich cites his parents’ advice to “strive for perfection and be honest” as the business wisdom he most fondly remembers, applies everyday and instils in other staff members.

“It is all about relationships and being honest with them,” he said.

“Over the years when you’re in business these relationships do help you so much in your own business.

“My father said to be very, very careful with the people you deal with, but keep it honest and be honest to them.”

Mr Cerinich said that, 10 years ago, he told his brother and business partner, Allan, he intended to retire at 60. Now, as that age approaches, Mr Cerinich said, he’d had a change of heart because the business’s younger staff members are giving him a second wind.

And despite being the elder statesman of the business, Mr Cerinich said he was not worried about passing the business down to the third generation.

 “I think if we give them a focus and they step up, they’ll take the business on for the next 20 years when we pass away,” he said.

“The next generation is going to be strong, so we’re looking forward to great things in the future.”

Mr Cerinich said that, as in any business, the greatest challenge was trying to pass on the passion in his heart to the people coming through.

And that passion was captured at the awards night when a proud Mr Cerinich quickly phoned Allan, who was in New York, to tell him the good news.

One guest told WA Business News: “He had tears in his eyes, a huge smile and was saying ‘we won, we won’, it was wonderful, he was just so excited”.

Fresh enthusiasm drives Herdsman business win

•           All staff encouraged to feel like members of the family.

•           Business is all about relationships, and being honest in them.

•           Belief the next generation will be able to grow the business.