Interview with CEO Bruno Ranson

For Ranson, 2025 was all about progress. A refreshed corporate identity, a new branch in the United Kingdom and preparations for the launch of a modern ERP and CRM system: Ranson is getting ready for the future. CEO Bruno Ranson explains what customers can expect from this.

You started the year with a rebranding. Why was that important for Ranson and its customers?

‘Our visual identity had to reflect what we stand for today: experience, reliability and innovation. We tried to translate this into the slogan “powered by expertise”. With this, we want to make it clear that customers can count on Ranson for more than just products – also for advice, training and support. With this rebranding, we are continuing to build that trust, with a fresh, contemporary look.’

In the United Kingdom, Ranson moved to a brand-new site. What does that mean in concrete terms for customers there?

"We have grown significantly in the UK over the past 15 years. Our previous location had literally burst at the seams. The new site in Stanford-le-Hope allows us to serve customers faster, more punctually and more spaciously. It is also a logistics hub, which ensures shorter delivery times and greater flexibility. In short, it will be even easier for our British customers to work with us, and this modern site should enable us to achieve our growth ambitions in the United Kingdom."

Major changes are also coming in the digital realm: CRM and an upgrade of the ERP package. What exactly does that entail?

"That's right. In mid-2025, we started the first phase of our new CRM system, Salesforce. This will enable us to get to know our customers even better, follow up on their preferences and provide much more targeted support. The roll-out will take place in phases, with the aim of achieving more personalised communication and better follow-up from day one. SAP, our new ERP system, will follow in 2026. This will make our behind-the-scenes processes more efficient, which will mainly benefit customers in the form of a better overview of orders, faster service and accurate deliveries."

So customers won't notice much now, but they will soon?

"Exactly. Today, we are building those new foundations behind the scenes, and we only want to put them into practice once we are convinced that all processes are perfectly in place and, above all, have been sufficiently tested. Salesforce will become noticeable to customers step by step. Think of proactive product suggestions, better follow-up after purchase and tailored communication. SAP will come later, but its impact will be just as significant: smoother ordering, clearer delivery information and better product availability."

Ranson is also known for its sustainability ambitions. How does that fit into this bigger picture?

‘Sustainability is not a separate project, but a fundamental choice. We also consider everything we do – from rebranding to new branches and digital tools – from an ecological point of view. The move in Brussels and the UK allows us to work with smaller, electric lorries for urban distribution. And the tools help reduce waste and inefficiency. So we link growth to responsibility.’

Finally, how do you see the relationship between Ranson and its customers evolving during this period of renewal?

‘We want to be even closer to our customers – not only in terms of distance, but also in terms of experience. Through our Ranson shops and our Ranson Inspirations events, we are building an active community of food professionals. With better tools and a stronger image, we can respond more quickly and provide more targeted support. Whatever changes, one thing remains the same: we are ready to grow with our customers.’

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