Editorial Board   Guest Author

Mr. Cerand

Jerry Cerand

Director & Category Strategy Leader, Avendra

Jerry Cerand is the category strategy leader for produce, seafood and dairy at Avendra, North America's leading procurement services provider with more than $3 billion in annual purchases. He is responsible for the procurement and distribution of perishable commodities for hospitality-related industries, and helps oversee and manage every link in the supply chain.

A graduate of the Culinary Institute of America, Mr. Cerand joined Avendra in 2004 focusing his culinary expertise on the seafood category. He next led the fresh produce team and then was promoted to the director of Avendra's fresh foods team for both local and national suppliers. In his current role, he sets the strategy for the entire supply chain for produce, seafood and dairy contracts, from sourcing to distribution to customers.

Mr. Cerand brings a unique perspective to the job, based on his extensive operations and culinary experience. With more than 20 years in the hospitality industry, he has owned his own bistro and home meal operation, and worked as general manager of many white tablecloth restaurants. He has the advantage of insight into customer wants and needs - from quality, fresh food options to a strong supply chain that supports customer preferences.

As part of a team of 60 contracting professionals, Mr. Cerand works with associates on the strategic supply chain management team with highly specialized expertise in hospitality-related categories. This team has expertise in negotiating the most competitive contracts to realize the best savings throughout the supply chain.

Mr. Cerand's focus includes creating access to local produce, seafood and dairy suppliers. Mr. Cerand serves as the lead on local sourcing programs and formerly sat on the Produce Marketing Association (PMA) board.

Please visit http://www.avendra.com for more information.

Mr. Cerand can be contacted at 301-825-0500 or jerry.cerand@avendra.com

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.