Investing in our clients part 3: our vendors, economy and community

Jan 5, 2021

The Morton Food Service team recently shared parts one and two of our series on investing in our clients’ success, and today, we’re offering the final instalment, which focuses on how we’re supporting our vendors, the local economy and the communities we serve. Thank you for reading and following along! If you have any questions or feedback, please reach out to our team — we’d be pleased to hear from you.

Introducing Morton To Your Table

Earlier this year, Morton introduced a new direct-to-consumer program called Morton To Your Table. This service allowed consumers to purchase restaurant quality products directly from Morton using a convenient, modern website we created in response to the COVID-19 pandemic. Morton To Your Table offers next day contactless pick up and home delivery options in the greater Windsor and Chatham-Kent areas. This pivot allowed us to accomplish two important things: continue supporting our vendors in moving product while independent restaurants were temporarily closed (and later, operating under restrictions), and providing a safe shopping solution for customers during a pandemic. Morton To Your Table was particularly helpful to at-risk members of the community who were offered a new solution for purchasing food in a time when traditional grocery stores were overloaded with online orders, creating weeks-long wait times in some areas. Now, it’s gone from an alternative option to a preferred shopping method for many families — something we’re very proud of.

The introduction of Morton To Your Table was a benefit to all of the vendors involved because it allowed them to sell goods without incurring any additional marketing or logistical costs. Morton managed every element of these sales, from building the website and social channels to handling marketing, advertising and fulfillment. It was a win for everyone in the chain of distribution, and a great extension of our main business that we plan on continuing throughout the pandemic and beyond.

Developing new programs with local producers

Morton also made a point to develop new promotional programs with local vendors throughout the year, marketing and distributing their products throughout the province. This allowed us to contribute to the economic cycle within Ontario and more specifically, within the regions these vendors are based in, helping to drive sales in a challenging time. We added a Featured Products section to our main website, enabling our team to highlight local vendors and drive sales of new or key products. We will continue to utilize these channels in the years to come and look for future expansion opportunities.

How this supports Ontario communities

Just like how investing in our infrastructure and brand has benefited our independent foodservice clients by allowing us to do more for them, these new programs have added value by focusing on promotion, sales and increased methods of distribution. In a period of unprecedented challenges, we’ve found new and innovative ways to support our clients. This is a reflection of our dedication to independent foodservice in Ontario, and our commitment to client service. Thanks again for reading along throughout this series, and please let us know if you have any questions or feedback for the Morton team.

Take a look inside our distribution centre in Windsor, Ontario, where our dedicated team can be found hard at work!