Customer is King at Fresh Today

From little acorns do great oak trees grow – an adage that certainly rings true for Fresh Today, which recently clinched the Retail & Wholesale Family Business of the Year award.

Founded in 1889 by Arthur and Mary Ellis in Arva, Michael Ellis expanded the business in the 1940s. The name changed to Gerry Ellis & Sons in 1974 and, more recently, as part of the company’s brand and marketing strategy, it became Fresh Today.

Micheal says the recent award, as well as a runner up accolade for Best Fruit & Veg at their Carrick-on-Shannon store, acknowledges the “hard work and dedication” of management and staff at the company.

In fact, he believes that the cornerstone of the business is the “loyal, friendly staff” who always put the customer first. “The customer is king” at Fresh Today, insists Michael. He says that self-service checkouts will never be installed by the company.

"We pride ourselves on personal service and that’s what we are about.”

Fresh Today has established itself at the very heart of communities across Cavan, Leitrim, Roscommon, Meath and Westmeath and now employs around 240 people. And, while the landscape has changed around independent retailers and butchers, Fresh Today prides itself on meeting the needs of the people it serves and maintaining that personal touch.

“You can’t have a successful business without good staff around you,” added Michael.

Meanwhile, Arva GAA’s winning streak was also acknowledged by the local businessman. “I want to congratulate Arva on winning the county final and clinching the Ulster title last weekend,” Micheal said. “Continued success to them and we are all looking forward to the next game.”