e-spaces

Raymond Ackerman of Pick ’n Pay needs no introduction. What he does need are more hours in the day.

May 11, 2007By Ronnie Apteker and John Vlismas

Raymond Ackerman of Pick ’n Pay needs no introduction. What he does need are more hours in the day.

His manner suggests a kindly greengrocer who knows how to laugh and how to celebrate life. And for a man who has been selling us food for decades, he tells us he is a bad cook.

Ackerman is all about maximising consumer sovereignty. He has been fighting, for example, to get the petrol price cut since the seventies. He says he just likes to cut everything.

Hands-on, full-time chairman.

Where did the Pick ‘n Pay name come from?

It was pinched from an American magazine. There is a small supermarket business in America and Switzerland of that name today.

Is your job something you love?

Some days I would say no, but yes, I do love it. There is so much pressure, particularly in getting around to meet all the good people who work in our organisation.

My life is beset with picking up problems and fixing them. It is not easy running a family-controlled business in today’s climate. There is a passion you find in a family concern that you don’t seem to get in other firms.

Are you obsessed with delivering customer service?

One time I was driving back from town [in Cape Town] and there was a car in front of me packed with Checkers goods. We followed that car all the way to Simonstown. The lady in the car recognises me. I tell her, “I am a little too old to follow you for those reasons”, then I say, “I am sure you were once a customer of ours.”

She tells me that she was once badly treated and that she changed supermarkets. I asked to have a cup of tea with her and I followed up with every person she had ever influenced to change supermarkets. I followed up with each one of them.

Your personal philosophy?

The best way to receive is to give. One can be tough minded, but not hard-hearted. I believe in trying to help everyone but it is also good for my company to fight for people.

Do you know how much a loaf of bread costs?

You guys just caught me. Can you believe it? I used to know the price of everything. We sell over 40 000 items at our stores. In the seventies it was 10c a loaf.

How do you measure success?

It has never been in money terms. I can honestly say that I have never chased money.

If you can look yourself in the mirror and if you are close with your family, then that is the most fundamental measure of success.

Do you love closing a sale?

When Pick ‘n Pay started I did all the property negotiations, and yes, I loved closing deals. And I always got a better deal if I went to see a supplier than if I asked him to come see me.

Do you like golf?That is the only thing in my life that does take my mind off work. When I am on that golf course, all I do is try to improve on my game.

Is laughter something you embrace in the workplace?

Yes, I really do. On April Fools day once, we advertised yolk-free eggs, can you believe it?

What are you currently doing?

Our family franchise stores are the most exciting aspect for us. We treat all our franchisees with respect and we empower them to grow their own businesses. We are trying to develop entrepreneurial spirit. This is what I love.

What does it mean to be an entrepreneur?

Someone who takes risks. Pioneering new areas.

Did you ever walk around feeling the melons?

Oh, absolutely. People want self-service. They want to sample the merchandise. I squeeze the bananas. Things need to be fresh and attractive.

Is business about a good idea?

It is really about something that is good for the customer, whoever that customer is.

It has to be good for the person you are trying to serve. It has to have a purpose and it has to result in something good for someone.

It is the execution of the idea and the passion behind it. It’s not about the pursuit of money, though.

How do you view mistakes?

I keep a daily diary. I look back and make sure I don’t repeat mistakes. It helps me clear my mind. I watch out for mistakes from years gone by and make sure we do things better this time round.

Are you a good listener?

Yes, I am. Some people think I talk too much. Everything I have learnt at Pick ‘n Pay, I learnt by listening.

What are the fundamentals of a business in your view?

Set the right goal: the consumer, not profit. Take care of admin stuff. Source the right merchandise. Everything must be geared for the consumer. We are all about quality, service and the right price.

Promotion, marketing and social responsibility are key. People are fundamental.

What are the most important qualities a leader should have?

Integrity and a clear understanding of his or her goal. Enthusiasm and passion. “A sad soul can kill you quicker than a germ,” Steinbeck wrote. Being optimistic about South Africa, for example, is crucial.