Bidfood Australia

Australia’s leading distributor to the foodservice industry

Bidfood is an innovator and leads its industry in the development of e-commerce solutions. 

The Fast-Moving Consumer Goods sector is a vital and highly competitive industry worldwide. Bidfood Australia operates over 50 branches nationwide, functioning as a largely decentralised organisation with shared central functions.

Bidfood partnered with ASC Training & Development to design ‘Leadership in Action’, a national leadership and customer service program tailored to their environment.

Challenge

In 2025, the company identified the need to support Branch Managers and Assistant Branch Managers in leadership and customer service training.

The Bidfood leadership group identified significant drivers to shape the design and delivery of this program:

• Time pressures preventing lengthy training programs.
• A need to standardise leadership practices across branches.
• Strengthening customer service and team engagement in a competitive industry.
• Building leadership pipelines to support long-term growth.

Solution

ASC Training & Development designing and delivered ‘Leadership in Action’, a national leadership and customer service program tailored to their environment.

• The program involves Compact 2-hour online workshops, designed to fit busy schedules.
• At least one relevant leadership/management tool is introduced and tested for the Bidfood environment
• These interactive sessions, encourage discussion, reflection, and practical application.

Training Methodology

ASC T&D drew on 25+ years’ experience in delivering leadership and customer service training to design Bidfood’s program. The learning approach combined:

• Live virtual classrooms via Zoom for accessibility.
• Facilitated discussions to share challenges and solutions across branches.
• Self-assessment tools (e.g., leadership style surveys, conflict mode instruments).
• Team input exercises, ensuring training was grounded in real workplace practice.

Outcomes

ASC Training & Development helped to build leadership capability at Bidfood through:

• Stronger Leadership Capability: Branch Managers and future leaders are gaining tools to manage people, resolve conflict, and drive team performance.
• Improved Customer Service Standards: Practical modules reinforce behaviours that directly impact client relationships and service quality.
• Consistency Across Branches: A shared leadership language and set of practices are beginning to support greater alignment nationwide.
• Flexibility and Engagement: Short, interactive online sessions allow busy managers to participate fully without impacting operational demands.

Bidfood commitment to ongoing leadership development

Based on positive feedback from Branch Managers, Bidfood have expanded the leadership development strategy to include 3 other groups:

• Rising Stars – high potential aspiring leaders
• Sales Managers
• Support Managers (across IT, finance, legal and production)

Presently, ASC Training & Development are providing ongoing leadership training to over 100 managers across the organisation.

By partnering with ASC Training & Development, Bidfood has invested in a scalable and flexible leadership development solution. The program equips managers with the skills to lead effectively, deliver outstanding customer service, and build resilient teams across Australia.

To find out more about how ASC Training & Development can support your organisation’s leadership capability, contact us on 08 8410 2627 or info@asctraining.com.au.