What you missed at IFE: Stronger Together: Why Supply Chain Security Starts with Relationships (And How to Make Them Stronger) - Clare Otridge

Our trip to IFE 2025 yesterday was eye-opening - there were fewer brands I recognised and many more that have come over from across the world.

While it was a shame to miss some of the regulars, it was great to meet new people and it made my talk on supply chain relationships all the more pertinent!

If there's one thing I've learned from our supply chain research, it's this; if we want better, stronger, more dependable and resilient supply chains, we need to start talking more.

Supply chains are under more pressure than ever — whether from rising costs, environmental challenges, or shifting political landscapes.

With around 60(ish)% of our food coming from UK sources, we need to take a look right at the start with UK agriculture. This sector alone has faced unprecedented difficulties coming from all angles, from Brexit-driven labour shortages to rising input costs and extreme weather events. More recently, changes in inheritance tax, reduced financial support for nature-friendly farming, and the threat of compulsory purchase are compounding the pressure.

This is threatening food security, climate commitments, and organic supply — all while the UK government targets 50% of public sector food procurement to be British sourced. That’s going to make things difficult if availability shrinks due to these policy changes. For the rest of the supply chain, it’s time to get closer to what’s happening and explore alternative sources.

I shared insights from our research on how you can make moves to improve your supply chain from the growers and even, yes, your consumers, including lessons from Pret, Alexir, and M&S on how building stronger relationships can transform supply chain resilience.

I was joined by three fantastic speakers who brought their own valuable insights:

• Phil Gibson from Twig PR shared his expertise on effective communication strategies that build trust and drive resilience in supply chains.

• Ros Heathcote, founder of Borough Broth, explained how her business successfully integrated British farmers into their supply chain model, creating a sustainable and mutually beneficial partnership.

• Ed Whelpton from Bold Bean Co discussed how building strong supplier relationships has allowed their business to scale while maintaining product quality and consistency.

Here’s what you missed.

Collaboration: Learning from Alexir Packaging

You might not have heard of Alexir, but if you've ever enjoyed food from a pot, opened one of those fancy gin or tea advent calendars, or received a branded hamper, you’ve likely come across their work.

Faced with rising costs and uncertainty about where to invest, Alexir turned to their clients to understand their challenges and priorities. By doing this, Alexir:

• Invested in ways that directly supported their clients

• Gained a first-to-market advantage in emerging areas

• Understood their clients’ customers better, improving their ability to anticipate future needs

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The result? Stronger relationships, smarter investment decisions, and a competitive edge. According to a 2023 Food and Drink Federation report, UK manufacturers who built co-investment partnerships recovered 15% faster from supply chain disruptions than those with purely transactional models.

Trust: The Pret Approach

After Brexit-driven supply chain disruption, 62% of UK food manufacturers reported improved supplier relationships. While some of this may have been trauma bonding, the benefits remain — trust strengthens resilience.

Pret asked suppliers one simple but powerful question: "How can we support you?"

That question opened the door to real insights. Pret’s suppliers gave them a clear list of priorities — not assumptions, but actual challenges they faced. Pret used this feedback to create a 'you said, we did' communication plan, which proved to suppliers they were serious about listening and taking action.

Transparency: The M&S Plan A Story

M&S’s Plan A is an oldie, but a great example of where investment in supplier relationships has stood the test of time. By involving suppliers in shaping sustainability goals, M&S aligned their ambitions with real-world supplier challenges. The result? Stronger partnerships, better communication, and one of the most well-known supplier communication strategies in the industry.

Greater scrutiny on traceability, quality standards, and sustainability targets means transparency must go both ways. Suppliers need to feel confident sharing concerns without fear of repercussions.

Key Takeaways for Stronger Supply Chain Relationships

If you want to build stronger supplier relationships that can withstand uncertainty, remember these four things:

1. Engage Early: Involve suppliers and producers in strategic conversations from the start.

2. Listen with Purpose: Or better yet, use a research agency to uncover pain points and identify practical solutions.

3. Create Shared Value: It must work for both parties. If it's not mutual, it's not a relationship — it’s a transaction.

4. Keep Talking: Don’t just open the conversation when things go wrong; maintain regular, two-way dialogue.

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Getting closer to your supply chain — both upstream and downstream — isn’t just a nice idea; it’s essential for building resilience and protecting your business from shocks. By moving away from ‘just-in-time’ models and toward ‘just-in-case’ or hybrid approaches, businesses can reduce risk and build better partnerships.

The good news? It starts with a conversation.

What steps will you take to strengthen your supply chain relationships today?

Full slide deck