2013 Fruit & Veg City Conference

We know we say it every year, but this year’s conference really WAS bigger, better and more spectacular than those that have come before. This year it was decided that Fruit & Veg City and Food Lover’s Market needs to get more strategic by analysing our competition, as well as our own strengths and weaknesses as an organisation, to develop a more professional way forward.

S.W.A.T is a bit of a play on the well-known S.W.A.T (strengths, weaknesses, opportunities, threats) analysis that is usually employed to gain insights into the inner workings of a business. It was adapted slightly to fit in with the military/police look and feel of the artwork for the conference, with “opportunities” and “threats” changing to “aims” and “tactics”.

As always, Hamiltons worked closely with the team from Fruit & Veg City to deliver a spectacular event that was at once highly informative, extremely motivational and especially entertaining. The Conference was held in the stylish Cape Town International Convention Centre and delegates stayed in the luxurious Table Bay Hotel.

In the foyer, conference-goers were greeted by a massive 9m x 15m banner, welcoming them to the 2013 FVC Conference, whilst inside the conference room another two large banners adorned the sides of the hall. All the speakers gave valuable insights into their role within the FVC group, but it wasn’t just all business, as MC Wolfgang entertained the crowd with his unique blend of humour and magic tricks.

Lisa Currey, MD of Hamiltons, delivered the last presentation of the Conference just before the prize-giving, and showcased some of the work that has been done in terms of marketing for both the Fruit & Veg City and Food Lover’s Market brands recently, as well as in the last few years. In keeping with the SWAT theme, she even showed a video in which the Hamiltons team traversed an obstacle course, receiving many bumps and bruises along the way.

All in all, the 2013 Conference was one for the books and we look forward to seeing how franchisees, store managers and everyone else who attended applies the knowledge they gained to the FVC business.