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 July 2019...

Hotel Spa: Pursuing Distinction

The Wellness Movement continues to evolve and hotel spas continue to innovate in order to keep pace. Fueled by intense competition within the industry, hotel spas are seeking creative ways to differentiate themselves in the market. An increasing number of customers are searching for very specific, niche treatments that address their particular health concerns and, as a result, some leading spas have achieved distinction by offering only one specialized treatment. Meditation and mindfulness practices are becoming increasingly mainstream as are alternative treatments and therapies, such as Ayurvedic therapies, Reiki, energy work and salt therapy. Some spas specialize in stress management and offer lifestyle coaching sessions as part of their program.  Other spas are fully embracing new technologies as a way to differentiate themselves, such as providing wearable devices that track health and fitness biomarkers, or robots programmed with artificial intelligence to control spa environments, or virtual reality add-ons that transport guests to relaxing places around the world. Some spas have chosen to specialize in medical procedures such as liposuction, laser skin therapy, phototherapy facials, Botox and facial fillers, acupuncture and permanent hair removal, in addition to cosmetic body shaping procedures and  teeth whitening treatments. Similarly, other spas are offering comprehensive health check-ups and counseling services for those who are interested in disease prevention treatments. Finally, as hotel spas continue to become more diverse, accessible and specialized, there is a growing demand for health professionals with a specific area of expertise. There is a proliferation of top class, quality wellness practitioners who make a name for themselves by offering their services around the globe, including athletes, chefs, doctors, physical trainers and weight loss specialists. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.