Herdsman Fresh Essentials has the rare distinction of being a mid-sized food and grocery market that is able to draw loyal customers from a wide sweep across Perth’s western and northern suburbs.
Herdsman Fresh Essentials has the rare distinction of being a mid-sized food and grocery market that is able to draw loyal customers from a wide sweep across Perth’s western and northern suburbs.
It’s also a store where customers are prepared to pay a bit extra because they know they are getting top quality produce with friendly service.
The business opened in December 1979, after Loui Cerinich and his son, Dennis, chose to leave one of Perth’s 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 vegetables business.
Herdsman Fresh Essentials now offers customers a wide range of quality food and groceries, including a gourmet delicatessen, an extensive selection of cheeses, pre-cooked meals, packaged salads, diced vegetables and soup packs.
Tenants operating under the same roof include a butcher, fishmonger, baker and florist, adding to the convenience of shopping at Herdies, as the store is often known.
The store traded as Herdsman Growers Market when originally established by Loui and Dennis Cerinich and Tony Suvalijko.
Following the retirement of Loui and Tony, Dennis’s brother, Allan, joined him in the business and together they have taken it to a new level.
They spent four years on market research, conducting customer surveys and travelling overseas to analyse best practice.
They concluded that customers wanted high quality, healthy produce presented in a hygienic and convenient manner, all under one roof in a handy location.
No doubt many other businesses have reached the same conclusion, but Herdies has been notably successful in turning the idea into practice.
A $2 million, seven-month refurbishment of the premises led to the emergence of the business in its current form.
To help achieve their goals, Dennis and Alan headhunted tenants who shared their values.
They bought direct to ensure freshness and obtained specialised technical advice from growers to learn when fruit and vegetables would be at their prime.
Employment has been growing by 10 per cent per annum in recent years and the operation now has 219 staff, including 10 managers and 38 core full-timers.
The company even employs staff to direct traffic in the car park, to help make the experience more convenient for customers.
The staff includes 11 family members, and Dennis and Allan have an open mind on whether a third-generation family member will take over.
They say that recruitment and promotions are on merit, and family members are treated the same as all other staff.
To help with management development and succession, the company recently implemented a training program for internal applicants.
Two staff, including one family member, have started the program, which will cover all aspects of the business and includes external courses.
Dennis and Allan recognise that management succession will be crucial, and they are taking a corporate approach to ensure the best person is able to take over in five to 10 years when they pass the baton.
In the meantime, they are planning for further growth, including the possibility of opening a second site for the business.
2ND GENERATION – HERDSMAN FRESH ESSENTIALS
- Herdsman Fresh Essentials opened in 1979.
- Brothers Dennis and Allan Cerinich are current directors.
- They spent $2 million on a major refurbishment before relaunching the business.
- It sells a wide range of quality food and groceries.
- ‘Herdies’ employs 219 staff.
