Case Studies

Ron Dadge

Case Study - Ron Dadge

14 January 2020


Ron Dadge is a family owned business based in Pershore.  Their main business is split into two, Direct selling of Fresh produce from Italy to Europe and the UK Market, and importing and selling to the UK wholesale market.


One of the main challenges that faced Ron Dadge with their current system, was the inability to create the necessary paperwork needed to import produce from Europe to the UK.  This included CMR’s, Purchase order and transport notifications, in both English and Italian.  They were also unable to separate the two businesses and produce detailed management reports for both arms of the company.

All of the Italian business and some of the Wholesale business was being run using spreadsheets.  This resulted in a lot of time consuming and sometime double entry.

Ron Dadge also wanted to capture the costs of everything from inbound haulage, rebates, transhipment charges, handling and outgoing haulage to make sure the correct margins were being made and to increase profits.


Additional information


Affinitus set out to streamline the data entry of the business, by automating the Direct delivery part of the business, with a dedicated screen which allows the user to select multiple purchase orders, select haulier and destination, and the system automatically created the sales orders, and allocated all stock. This then allowed the user to easily generate CMR’s and all accompanying documentation and email these documents directly from our Freshware system, saving hours of manual creation of these documents.

On top of this we separated both arms of the company to allow accurate reporting of each part of the business, but still allowing full transparency of the entire business through one system.

By displaying exact costs of all produce bought, an accurate an immediate profit and loss is available at the point of sale, with a dedicated “Grower returns” screen, which shows all purchase and sales information and costs, and give the user a percentage profit immediately without the need to run any additional reports.

Ron Dadge will be using our V7 Business Analytics program to help them get information at a glance instead of having to find the report or spreadsheet on file and cross reference it with something else.

Matt Dadge Comments

“Malcolm and Ellis have been great, they ask a million questions and question a million things. Which is definitely a plus as this is what we wanted, and only by them doing this have they been able to accomplish what they have. Definitely a credit to you guys.

We knew it wouldn’t have been an easy task as we have effectively three different sides to our operation with three different methods to do them all. For us it was easy before because we were doing 75% of imports manually on spreadsheets and 100 % of exports on spreadsheets, so to make them all flow into one as Malcolm and Ellis are doing is not far off a miracle they look as though they are going to pull it off.”

Thanks again for the support we’ve received. Definitely recommend Affinitus!

Case Study - Classic Fresh Foods

11 June 2019

Classic Fresh foods goes live on Chefserve in Covent Garden market

After only a few short months on a software system that didn’t live up to expectations, Rob Burton from Classic visited Affinitus Group’s Kent based offices to look at the latest version of Chefserve along with some colleagues, and immediately saw the benefit in a quick changover.
Despite an already busy schedule, agreed to put the basic system in quickly and roll out other modules, when everyone has a bit more time, and the system was live within 6 weeks.
Now having used the software they can only sing its praises and are looking forward to some time.

F!}”}!”g brilliant
A fantastic tool that allows us within minutes to see if we have done anything wrong
Software that just keeps getting better!!

Rob Burton
Operations Director
Vidafresh starts to see benefits of bespoke system

Case Study - Vidafresh starts to see benefits of bespoke system

19 September 2016

Leading UK fresh fruit importer-marketer Vidafresh has had a relationship with Affinitus since its earliest days. The Dartford-based company, which specialises in melons and pineapples, had an early version of Freshware in place when it officially began life in March 2010, and its relationship with Affinitus has continued to develop in the years since.

Vidafresh installed the newer version of Freshware in November 2014; having worked with Affinitus on a bespoke, tailored system that was focused on its needs as a business, covering the areas of stock control, logistics and accounting.

Commercial director Chris Rawlins says the system upgrade was made to reflect the significant growth that Vidafresh has achieved over the past six years, explaining that the company invested heavily in partnership with Affinitus to build a system that suits its needs.

Although Rawlins admits that the tailored system is still a work in progress – explaining that Vidafresh is working closely with Affinitus to get where it needs to be – he says the firm is starting to see the benefits of what it has been doing.

The new system, he says, gives companies the capability to add different modules for different reporting functions for better business management.

Vidafresh’s initial changeover to the bespoke software in late 2014 was followed by a period of implementation and what he describes as work to get the system up to speed.

During the last six-nine months, Rawlins says Vidafresh and Affinitus have focused on system changes and tweaks, making sure functions are in place that would be of benefit to the importer’s day-to-day business.

“Once all of that is up and running, and working, it’s going to have a huge impact on what we do because it’s tailored specifically to our needs and you wouldn’t get that with an off the shelf package,” he says.

Rawlings adds that Vidafresh is separately in the midst of bringing in its own servers on site – at the moment these are hosted off-site – with the assistance of Affinitus, as part of a complete overhaul of its functions, which is expected in bear fruit in the months to come.

Jepco Marketing

Case Study - Jepco Marketing

15 September 2016

Pick up a bagged salad mix in almost any UK Tesco branch and the chances are that at least some of the lettuce leaves inside originated from fields farmed by Lincolnshire-based fresh salad producer and Freshware user Jepco Marketing.

As managing director Simon Goddard explains, the bulk of Jepco’s products are delivered to major food processors, who chop and bag the salad leaves and sell the finished items to leading grocery retailers, UK-wide. “When you go to Tesco and buy a bagged salad, it’s probably our product in there – a lot of the lettuce leaves come from us,” he says.

The Challenge

Jepco’s relationship with Affinitus began in the early 2010s when the company was seeking a means of improving the workings and efficiency of its internal systems. A search among off-the-shelf packages that met Jepco’s needs initially proved fruitless until Goddard received a recommendation for Freshware; a system that could be adapted specifically to the company’s requirements.

Goddard says Jepco was looking for a means of improving its processes – covering everything from its daily farming operations to quality control and being able to offer full traceability for clients – in a system that did not come with an extortionate price-tag.

The Solution

For Jepco, the solution came in the form of Affinitus’ Freshware software system, which Goddard says delivered a “vast improvement” on the company’s previous working methods.

“Four-five years ago, we were looking to improve our internal systems, looking round the marketplace and somebody said, ‘ have you tried Affinitus?’ and they had the best option for the price,” he remembers. “It was affordable for our size of operation and when we put it in, it was a vast improvement.”

Freshware not only covers all of Jepco’s sales orders process from to initial receipt to invoicing, but links right through to the field – enabling its management team to know exactly how many plants have gone in the ground – and from there to the company’s quality control (QC) system.

“It links to our QC system and then to our planting, so in terms of traceability, we know what field, lane and plot the product actually came from,” Goddard explains.

“If one of our customers says, ‘we need a trace report,’ we can go back to the PO number or the invoice and track it back all the way through.

“We’re all driven by standards and protocols, and if you want to sell to major retailer, you’ve got to be able to demonstrate all of your food production controls.”

As well as offering effective stock control, Jepco also benefits from being able to use Freshware to track all of its harvest data, meaning the company knows precisely the yield they are likely to receive from each and every field and individual plot.

Additional information

Key Benefits
– Substantial cost savings
– Improves efficiency
– Effective stock control and sales order processing
– Adaptable to individual business needs
– Improves traceability
– Cost effective

“When we started looking for a software solution, we found that every off-the-shelf system would need a huge amount of adapting to our needs. Freshware was able to offer more flexibility and they demonstrated that in what they were able to produce.”