Trade Talk: Andrea Horsfield

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Andrea Horsfield, director of the Training School gives her views on branded training.As I set up the Training School three years ago, which prides...

Andrea Horsfield, director of the Training School gives her views on branded training.

As I set up the Training School three years ago, which prides itself on being independent, many would think that I believe branded training has no part to play in our industry - not so.

I believe branded training - paid for by a brand which predominantly focuses upon the qualities of that product - has an important part to play.

For many, this type of training is a sole access point to food and beverage education. Training, learning, education, whatever label you prefer to put upon it, can be expensive.

Despite the fact that investing in good, appropriate training can improve businesses, many publicans, bar owners and restaurateurs simply do not (or perhaps cannot) fork out and invest in their people. This form of education normally focuses on specific information relating to a brand's history and heritage.

Companies offer trips to their native distilleries to meet master blenders, for example, and see, first hand, what makes their product unique. This is a once in a lifetime experience.

However, this does not mean branded training is without its problems. Some brands will try to disguise as education what is blatantly a sales pitch. People who have not had the opportunity to learn unbiased, basic facts find themselves open to the more unscrupulous drinks companies grabbng the chance to innundate them with sales talk.

For those of you who want to further explore branded training, take all the information on board, then add a pinch of salt.

However, this is not to say that non-branded training is perfect. Anyone can set themselves up as a trainer. Whether they have sufficient skills, knowledge, or expertise is irrelevant.

There are insufficient regulations governing training in our sector, outside the main bodies. Many well-meaning customers have paid good money for bad training. Neutral training can be fantastic and incredibly informative, providing a good foundation for learning. But, you have to find the right trainer. Make sure you research the company and request testimonials that can be checked out. If you want to go down the non-branded route, do your homework. Finding a good training provider is just as important as finding a good distributor or wholesaler.

Vodka guru Ian Wisniewski sums it up perfectly: "Ideally, generic education should precede individual brand education, as this enables staff to quantify the individual selling points of a brand, and to see those points in the context of what other brands in the category are doing."